‘Cottagecore’ has blossomed into a powerful lifestyle choice and catapulted country living into the dizzy heights of aspiration amongst UK homeowners and tenants. In fact, it’s reshaping the rental market in the British countryside.
Romanticising rural living, vintage charm and a slower pace of life, Cottagecore is drawing a new wave of tenants seeking escape from urban chaos. This is unlocking new investment potential. For landlords and property investors, understanding why tenants are falling in love with rural homes is good business. So, how can you tap into this movement?
What exactly is Cottagecore?
This Pinterest phenomenon celebrates the aesthetic of rural living, simplicity and a connection with nature. Think afternoons spent baking homemade bread in a farmhouse kitchen, keeping chickens, living off the land and flower arranging. Whereas modern, slick city-living and expensive cocktails after work used to be the aspiration, many people post-pandemic are now craving the escapism and nostalgia that comes with a quiet countryside existence.
Millennials and Gen Z are driving this trend through TikTok, Instagram and Pinterest, flooding the platforms with rustic interior design, homemade produce and flatlays of books and cups of tea in an oasis of calm. This taps into the emotional driver of cottagecore – a quiet life, connection to nature, sustainability and privacy.
What are tenants seeking the Cottagecore lifestyle looking for?
The Cottagecore trend encompasses three elements: aesthetics, functionality, and lifestyle. In terms of aesthetics, the quintessential cottage home style is king. We’re talking exposed beams, fireplaces, stone walls, and rustic kitchens. Outdoor space also plays a big part in Cottagecore living, with tenants looking for sizeable gardens and space for vegetable patches and even livestock.
Functionality-wise, space for a home office is high on the list of must-haves. Hybrid and remote working allow people to leave cities behind in favour of more tranquil, countryside locations and allow them to work without the distractions of urban life. Much of the charm of rural living lies in its close connection to nature, and that often includes making space for animals. Whether it’s pets or small-scale livestock like chickens, having a property that’s equipped for animal-friendly living adds to the appeal. Chicken coops, in particular, require minimal space, making them an increasingly popular choice, not just in the countryside, but even in suburban gardens. More and more people are keeping a few hens to enjoy fresh eggs and embrace a slice of the Cottagecore lifestyle, wherever they live.
Lastly, tenants are searching for quiet surroundings, access to nature, local produce, and farmers’ markets. If your property ticks any of these boxes, it’s time to shout about it when you market its availability.
How to tap into the Cottagecore appeal
Perhaps you have a rural property, but it doesn’t quite give the Cottagecore vibe. A few affordable upgrades can infuse it with rustic charm, natural warmth, and the romantic touches that tenants drawn to this aesthetic are actively seeking.
For example, limewash paint is a huge trend at the moment and gives that earthy, natural vibe. It’s perfect for buy-to-lets as it’s still neutral, but feeds into the overall aesthetic. When choosing and upgrading fittings and light fixtures, keep it traditional and vintage. These little details can make a property look aged and period even if it isn’t.
Attention to the outdoor space will also add value and become a huge selling point. Adding a patio and garden seating area, for example, sells that Cottagecore lifestyle and connection with nature. You could also explore the possibility of adding a potting shed or chicken coop. Check out your local country supplies store for the best ready-made kits, reclaimed materials, or budget-friendly tools to help bring these charming additions to life.
Marketing is also a huge part of tapping into the Cottagecore trend. When your property hits the buy-to-let market, it’s time to sell the Cottagecore lifestyle. Use evocative copy such as ‘storybook garden’, ‘woodland path’ and highlight amenities and attractions such as local farmers markets or nature reserves. Include lifestyle shots of nature, nearby walks and interior charm.
What are the ROI benefits for landlords?
So, what’s in it for you? Offering not only a well-presented property but also a ready-made rural lifestyle can lead to higher tenant retention, as those seeking a lifestyle over short-term convenience are likely to stay longer. You may also be able to offer premium rents for a more ‘Instagrammable’ home. Aesthetic appeal goes a very long way in bringing in higher yields.
Country properties can also lead to lower void periods in niche markets, as demand for rural lets with character often outweighs supply. They can also double as holiday lets or long-term rentals.
The cottagecore movement is more than a passing aesthetic. It reflects a broader shift in how people want to live: slowly, intentionally, and close to nature. For property owners and landlords, this presents a unique opportunity to transform rural homes into highly desirable, lifestyle-rich rentals.
By embracing rustic charm, supporting sustainable living, and offering functional spaces like home offices or garden-ready plots, you can attract quality tenants who stay longer and treat your property like a sanctuary. With a few thoughtful upgrades, even the most modest countryside property can capture the cottagecore magic and deliver solid returns.