The consultancy believes that Zipcars can be a useful addition to traditional planning obligations.
The Zipcar club, which originated in the USA, allows members to rent a car at any time of day from permanently reserved locations in their neighbourhood. Rates start at £4.95 an hour, including petrol and insurance.
The company claims that the vehicles are more environmentally-friendly than other cars and reduce the need for parking spaces.
Atisreal spokesman Stuart Mitchell said the service could intensify the number of homes in a development. "If the car parking element of a scheme is reduced then the space made available can be used for more flats and help create affordable housing," he explained.
According to Zipcar, each car that is used helps to take 20 private vehicles off the road. The firm has 180 vehicles in use in London and is now likely to target Birmingham and Manchester as the next cities for its service.