The State of Student Housing in 2016

Melanie McIntyre

9 years ago

With such a young and transient customer base, the student housing industry faces unique marketing challenges— many of which were discussed in detail at the 2016 NAA Student Housing Conference & Exposition earlier this month.

So who better to guest moderate an #AptChat about the state of the industry than NAA New Media Manager Ted Voss?

With his guidance, our latest chat touched on the best ways to reach and engage with Gen Z, as well as gamification and under-the-radar marketing trends and tactics. (Click on the links to jump straight to a specific question.)

Q1: Marketing to students means reaching “Gen Z.” How do you recommend targeting this wave of hyper-connected prospects?
Q1A: Anyone using any interesting “niche” apps beyond Insta & Snapchat? If so, what have you tried? Any WeChat? Yeti? WhatsApp? Tinder?
Q2: Prospects are increasingly looking to social media & reviews for research. What are you doing to bolster your online rep?
Q3: Healthy competition can really motivate a team. Are you using gamification or a reward system to drive productivity on-site?
Q4: What is a trend that you see happening in the student housing industry that no one is talking about?
Q5: @NAAhq Any final insights for us? What should we be thinking of based on what you’re seeing in the market?

Marketing to students means reaching “Gen Z.” How do you recommend targeting this wave of hyper-connected prospects?

@AptChat Been a while since I’ve been in college but I would definitely recommend targeting the apps they use the most today #AptChat

— RokitNow (@RokitNowInc) February 23, 2016

@RokitNowInc Any apps in particular that you think we should be watching? #AptChat

— Apartment Chat (@AptChat) February 23, 2016

@AptChat Instagram & Snapchat seem to be popular. Maybe apartment communities can make use of Snapchat geofilters https://t.co/acspuExa5X

— RokitNow (@RokitNowInc) February 23, 2016

@RokitNowInc @AptChat So maybe #Beacons will be important to the college crowd? #AptChat

— Kristi Fickert (@Marketing_Mommy) February 23, 2016

@Marketing_Mommy @AptChat I think beacons will be important to allow users to get information without needing to type in a URL #AptChat

— RokitNow (@RokitNowInc) February 23, 2016

A1: I think a big thing is engaging genuinely. Don’t just try to be “on trend.” You may end up looking “phony” to them. #AptChat

— Khara (@leftnwrite08) February 23, 2016

@leftnwrite08 we heard this exact thought from several of our #NAAStudentConf speakers. Gen Z seems to want to have real conversations

— NAA (Natl Apt Assn) (@NAAhq) February 23, 2016

@leftnwrite08 Any pointers for how to do that? What’s an example of genuine engagement? #AptChat

— Apartment Chat (@AptChat) February 23, 2016

@AptChat Recognizing where THEY’RE at, not where I want them to be. (to be continued) #AptChat

— Khara (@leftnwrite08) February 23, 2016

@AptChat Not, “You should live here” as much as “How can I help you make the right choice for you?” Putting choice in their corner. #AptChat

— Khara (@leftnwrite08) February 23, 2016

A1: I start off with social media stalking. Adding and following every graduating class. Then move on to social media ads. #AptChat

— Gino (@Gino_Blanco) February 23, 2016

@Gino_Blanco What tools are you using for listening? Are you seeing that many students are following you back? #AptChat

— Apartment Chat (@AptChat) February 23, 2016

@AptChat @Gino_Blanco We’ve found that we follow all the athletes that live with us and then this leads to engagement w/SM #AptChat

— Mindy Sharp (@MsMin) February 23, 2016

@MsMin @AptChat smart move! Even giving the teammates that are your residents a shoutout on your social media is a great tactic!

— Gino (@Gino_Blanco) February 23, 2016

@AptChat A1: Instagram (w/ engagement, not just posting) & targeted social ads to match their demographics and interests #AptChat

— Carly Sickles (@heyheycarlay) February 23, 2016

@heyheycarlay @AptChat One of the big topics with Instagram has been showing off the community around you and not just your apts #aptchat

— NAA (Natl Apt Assn) (@NAAhq) February 23, 2016

@NAAhq Yup! I find that showcasing/re-posting local businesses & resident photos definitely helps w/ followers, engagement, etc #AptChat

— Carly Sickles (@heyheycarlay) February 23, 2016

.@NAAhq What were some of the discussions that came out of #NAAStudentConf about reaching Gen Z? #AptChat

— Apartment Chat (@AptChat) February 23, 2016

@AptChat Not having your marketing be “perfect” and being able to engage Gen Z on their terms such as reaching out to prospects on social

— NAA (Natl Apt Assn) (@NAAhq) February 23, 2016

A1: Be involved with topics they discuss. Don’t always try to sell. Genuinely engage in their discussions. Make them laugh. #aptchat

— Nicole Mintiens (@Nicole_Mintiens) February 23, 2016

Anyone using any interesting “niche” apps beyond Insta & Snapchat? If so, what have you tried? Any WeChat? Yeti? WhatsApp? Tinder?

@AptChat OK I wanna know how Tinder is applicable here. Innovative stuff, lol #AptChat

— Melanie Ling (@HoorayMel) February 23, 2016

@HoorayMel @AptChat I actually think that would be really cool if done right. If pizza can do it … why not? #AptChat

— Khara (@leftnwrite08) February 23, 2016

@leftnwrite08 @AptChat Sure, I’d try it! But I need an example 🙂 #Aptchat @Gino_Blanco EVERYONE, eh? Any suggestions?

— Melanie Ling (@HoorayMel) February 23, 2016

@HoorayMel @leftnwrite08 most of our communities have mascots, so it makes the idea a little more cute and a lot less awkward #AptChat

— Gino (@Gino_Blanco) February 23, 2016

@Gino_Blanco @HoorayMel @leftnwrite08 So you can Tinder match with a property mascot? That’s so perfect. #AptChat

— Apartment Chat (@AptChat) February 23, 2016

@AptChat @HoorayMel @leftnwrite08 totally! It was pretty fun and such a smart idea from the @UC2215 team! #AptChat #CampusAdvantage

— Gino (@Gino_Blanco) February 23, 2016

Prospects are increasingly looking to social media & reviews for research. What are you doing to bolster your online rep?

A2: Companies should be asking for reviews throughout the prospect and res lifecycle then respond promptly. #AptChat

— Danielle C. Noel (@daniellecnoel) February 23, 2016

@daniellecnoel Key word you said is *throughout*. Too often we only get reviews at beginning or very end of cycle. A2 #aptchat

— Jasmine R. Brooks (@jasminemarkets) February 23, 2016

@jasminemarkets so true!! It’s so important to hit at the right moments and not just the beginning and end. #AptChat

— Danielle C. Noel (@daniellecnoel) February 23, 2016

Before you campaign for reviews, be sure to address existing issues. Defeats purpose. A2 #aptchat

— Jasmine R. Brooks (@jasminemarkets) February 23, 2016

@jasminemarkets Yes!! Understand feedback. Analyze the data. Fix to break the cycle!! #AptChat

— Danielle C. Noel (@daniellecnoel) February 23, 2016

@AptChat I saw a great speech by @jaybaer where he preached “hugging your haters” responding to everyone who has a problem #aptchat

— NAA (Natl Apt Assn) (@NAAhq) February 23, 2016

A2: Encourage clients to monitor, respond & promote reviews while engaging w/ residents & leveraging social influencers. #aptchat

— Nicole Mintiens (@Nicole_Mintiens) February 23, 2016

@Nicole_Mintiens How are you figure out who are your social influencers? #aptchat

— NAA (Natl Apt Assn) (@NAAhq) February 23, 2016

@NAAhq Prefer @Ground_Signal but there are options for influencer discovery https://t.co/pffH4jMXSO #aptchat pic.twitter.com/ZfuiI0FL7R

— Nicole Mintiens (@Nicole_Mintiens) February 23, 2016

@NAAhq @Nicole_Mintiens In student housing, I’m thinking your influencers are prob athletes, greeks and maaaybe stud govt members #aptchat

— Jasmine R. Brooks (@jasminemarkets) February 23, 2016

@jasminemarkets @NAAhq @Nicole_Mintiens At LSU, athletes and Greek were def top of they are happy! #aptchat

— Danielle C. Noel (@daniellecnoel) February 23, 2016

Healthy competition can really motivate a team. Are you using gamification or a reward system to drive productivity on-site?

A3: It’s something we semi-attempted but didn’t last long: a great tool that takes time to get going, and buy-in from consumers. #AptChat

— Khara (@leftnwrite08) February 23, 2016

@leftnwrite08 What do you think was the main point of failure in trying to launch it? #aptchat

— NAA (Natl Apt Assn) (@NAAhq) February 23, 2016

@NAAhq It was a sudden launch with no true “reward” and no intro to the residents. That led to no/limited buy-in. #AptChat

— Khara (@leftnwrite08) February 23, 2016

@NAAhq It’s a phenomenal tool but it HAS to be given a proper introduction and truly be worthwhile to the consumer. #AptChat

— Khara (@leftnwrite08) February 23, 2016

@AptChat We like to pit the MBA grad students against one another. (This group renews leases more than others.) Win-Win #AptChat

— Mindy Sharp (@MsMin) February 23, 2016

@AptChat gamification is a key element in marketing and engagement. We use it often. #aptchat

— -ortiz~ (@ortizwastaken) February 23, 2016

What is a trend that you see happening in the student housing industry that no one is talking about?

A4: People Branding. Marketing the people who serve the residents, not just the place they live. @americancampus does this well! #AptChat

— Khara (@leftnwrite08) February 23, 2016

A4: Greek and International student outreach. #AptChat

— Gino (@Gino_Blanco) February 23, 2016

@Gino_Blanco Tell us more! #AptChat

— Apartment Chat (@AptChat) February 23, 2016

@AptChat some schools lack Greek housing. And internationals lease via word of mouth. #AptChat

— Gino (@Gino_Blanco) February 23, 2016

A4: @Gino_Blanco Agree. Debating to build a college relocation info site for Caribbean and LatAm students & parents #AptChat

— Melanie Ling (@HoorayMel) February 23, 2016

@Gino_Blanco @AptChat Are you using any other strategies to reach the international audience besides referral? #AptChat

— Carly Sickles (@heyheycarlay) February 23, 2016

@heyheycarlay @Gino_Blanco @AptChat When I was in SH, we would try to talk to the diff intl groups. Sponsor a meeting. Etc. #AptChat

— Danielle C. Noel (@daniellecnoel) February 23, 2016

@daniellecnoel @heyheycarlay @Gino_Blanco @AptChat Lots of our international students have FB groups: advertise there! #AptChat

— Mindy Sharp (@MsMin) February 23, 2016

@heyheycarlay @Gino_Blanco @AptChat Reach out to the international depts., sponsor – if you get one student, the rest will follow. #AptChat

— Kristi Fickert (@Marketing_Mommy) February 23, 2016

@heyheycarlay Working with the international houses that many campuses have. They’re good resources that are under used #aptchat

— NAA (Natl Apt Assn) (@NAAhq) February 23, 2016

Can’t give away all my secrets! 🙂 🙂 🙂 Hahaha Q4 #aptchat

— Jasmine R. Brooks (@jasminemarkets) February 23, 2016

@jasminemarkets How about just one? Pleeeeezzzzz #AptChat

— Mindy Sharp (@MsMin) February 23, 2016

@MsMin I’m totally kidding. Well, let me know throw something out there to get my gears going… how about live Periscope tours? #aptchat

— Jasmine R. Brooks (@jasminemarkets) February 23, 2016

@jasminemarkets Working those live Periscope tours on a few properties right now. Love ’em. cc: @Marketing_Mommy #AptChat

— Mike at 30 Lines (@30lines) February 23, 2016

Live tours are great for parents! #AptChat https://t.co/5VPZfnPbob

— Kristi Fickert (@Marketing_Mommy) February 23, 2016

@NAAhq Any final insights for us? What should we be thinking of based on what you’re seeing in the market?

@AptChat Keep up with those digital trends, they’re a way of life to Gen Z, who are your incoming freshmen next year.

— NAA (Natl Apt Assn) (@NAAhq) February 23, 2016

Thanks again for moderating this week’s #AptChat, Ted! We really appreciate your insight. Don’t be a stranger!

Think someone would make a great guest moderator? Leave their name in the comments.

Our next #AptChat will be Tuesday, March 1, 2016 at 12 pm Eastern. In the meantime, be sure to sign up for #AptChat updates to get these recaps and more delivered straight to your inbox!