The 2017 NMHC Student Housing Conference & Exposition is going down next week in Tampa, so what better time to turn our attention to student renters?
If demographics are any indication, their numbers only stand to increase. Between 1980 and 2012, the number of university-enrolled students jumped from 12.1 million to 21.5 million, according to the National Center for Educational Statistics, which expects that number to reach 23 million by 2020.
That’s a lot of potential renters. So how do students choose off-campus housing, what are they looking for, and what’s new and next in terms of improving customer experience and online reputation?
We covered these topics and more during our latest #AptChat; these are the highlights. (Click on the links to jump straight to a specific question.)
- Q1: Choices, Choices, Choices: In your view, how do most students select where to live? What does that process usually look like?
- Q2: What amenities matter most for students? Are students really choosing apartments based on internet access/speeds?
- Q3: What are some of the coolest/smartest things you’re seeing in terms of customer experience and trying to improve online rep?
Choices, Choices, Choices: In your view, how do most students select where to live? What does that process usually look like?
After required dorm living is over, 1. Friends 2. Parents #aptchat
— Stephanie Oehler (@stephanieoehler) September 19, 2017
It’s amazing how much word-of-mouth matters around campus. Reputation is everything. #AptChat
— Mike Whaling (@mwhaling) September 19, 2017
Yes and yes. Especially if they control the budget. #aptchat
— Stephanie Oehler (@stephanieoehler) September 19, 2017
Which is why it would be helpful to have FAQs on website slyly geared to parental type concerns (partying, security, utilities). #aptchat
— Stephanie Oehler (@stephanieoehler) September 19, 2017
Yep! We’ve even had clients who have sent out separate email newsletters specifically for the parents. #AptChat
— 30 Lines (@30lines) September 19, 2017
Smart. Knowing who is making the buying decision is pretty high up in effective selling rules. #aptchat
— Stephanie Oehler (@stephanieoehler) September 19, 2017
Do you think they also consider location to campus or location to area of campus their classes are in? Does this matter?#aptchat
— Kristi Fickert (@Marketing_Mommy) September 19, 2017
Yep. Where are friends willing to go/live? Plus weigh in parking/transportation costs vs. rent savings if further off campus. #aptchat
— Stephanie Oehler (@stephanieoehler) September 19, 2017
For larger campuses that are sprawled out, location definitely matters. For smaller campuses, not so much #aptchat
— Jordan Easley (@Uncle_Doodah) September 19, 2017
What amenities matter most for students? Are students really choosing apartments based on internet access/speeds?
Top notch common areas and great resident events make a HUGE difference. Creates a very desirable brand. #aptchat
— Jordan Easley (@Uncle_Doodah) September 19, 2017
I would say things like big TV with lots of seating for gameday events, fitness center, pool, etc are must-haves #aptchat
— Jordan Easley (@Uncle_Doodah) September 19, 2017
Yes! Can’t discount the social atmosphere and events – those really “are” amenities. #aptchat
— Kristi Fickert (@Marketing_Mommy) September 19, 2017
It’s always great to also have at least a few unique amenities like a bike share, lazy river, tanning bed, etc #aptchat
— Jordan Easley (@Uncle_Doodah) September 19, 2017
Do properties still have tanning beds? Lol (we had one at the property I managed in late 90s!) #aptchat
— Stephanie Oehler (@stephanieoehler) September 19, 2017
Haha yes! I just recently saw a Greystar property that had one! #aptchat
— Jordan Easley (@Uncle_Doodah) September 19, 2017
Study, lunch, coffee areas. I don’t know about climbing walls, etc. Can you get higher rents for it & is it affordable to maintain? #aptchat
— Stephanie Oehler (@stephanieoehler) September 19, 2017
I think they are. Curious to hear industry reputation/reviews numbers on this. Slow speeds could keep them from renting. #aptchat
— Kristi Fickert (@Marketing_Mommy) September 19, 2017
Definitely have seen it in negative reviews. Tough spot for the property, it’s often an agreement where the ISP isn’t delivering. #AptChat
— Mike Whaling (@mwhaling) September 19, 2017
I keep hearing it – esp. w/ prevalence of streaming tv. However, I haven’t seen any search related data or surveys on it. Have you? #aptchat
— Stephanie Oehler (@stephanieoehler) September 19, 2017
And we’ve never seen any SEO data showing people looking for “student apartments with high speed Internet” … zero search volume. #AptChat
— Mike Whaling (@mwhaling) September 19, 2017
That’s more indicative of the real importance IMHO. What are they searching for? Washer/dryer? #aptchat
— Stephanie Oehler (@stephanieoehler) September 19, 2017
I don’t think they are searching for it, but when they read negative reviews/complaints abt it, they move on to the next option. #aptchat
— Kristi Fickert (@Marketing_Mommy) September 19, 2017
What are some of the coolest/smartest things you’re seeing in terms of customer experience and trying to improve online rep?
Smart- simply replying to every review- good & bad. Also own recurring issues- publicly explain how it’s been solved or mitigated. #aptchat
— Stephanie Oehler (@stephanieoehler) September 19, 2017
To have a look at this year’s conference agenda, click HERE. And if you’re planning to attend, jump into the #AptChat Facebook group and give us a heads up!
Our next #AptChat is slated for Tuesday, September 26, 2017 at 12 pm Eastern, and we’ll be talking about getting the most out of your maintenance crews and service requests. In the meantime, be sure to sign up for #AptChat updates to get these recaps and more delivered straight to your inbox!