Digital purpose-built student accommodation (PBSA) marketing experts at theEword conducted a survey with 1,000 university students across the UK to find out what influences their decisions when finding the ideal student accommodation.
With 26 questions asked, each respondent was able to select up to three answers from each category to indicate their feelings around how they make the huge decision of where they are going to live during their studies.
Despite digital newcomers, like TikTok and BeReal, the property-first agency has reported that YouTube is the dominant platform when it comes to university students researching their accommodation, with authentic video content influencing their ultimate decisions.
The report found that the two main factors affecting the student’s decision are the influence of their parents or guardians and the cost of living crisis. As a result of managing tighter budgets, students have been socialising less.
This, alongside an increase in online lectures in the post-pandemic age, means that they have fewer opportunities to meet other students. With 40% of respondents stating they made the most friends in their halls of residence while at university, the report concluded that accommodation plays an even bigger role in creating a positive university experience for students.
With landing the perfect student pad in mind, we covered the benefits of an electronic signature integration for student housing contracts. It covers how to streamline contract management, enhance staff efficiency, and elevate resident satisfaction with a StarRez e-signature integration.
“We provide a comprehensive understanding of the students’ perspectives and preferences.
“Our in-depth report is invaluable to PBSA marketers and operators because it offers an insight into how they can adapt offerings to resonate with their students’ needs, connect with their market authentically and strategically enhance the student living experience.
“At theEword, we craft our strategies and content based on data and insight, which is why this new report is crucial for our PBSA operators in understanding their market’s decision-making and digital preferences.”
Al Mackin, Founder and Director, theEword
What should the PBSA sector offer? Key points
- PBSA needs to regularly evaluate their price points and communicate their value proposition.
- Showcase amenities that save students money, such as providing free breakfast or an onsite gym.
- Highlight the unique experience that students will have in one of your properties and ensure that the value you offer is at the forefront of all of your marketing.
- PBSA should serve content to parents throughout the digital decision-making journey.
- Tailored Meta campaigns addressing their primary concerns, such as safety, security, cost and community can resonate deeply. Incorporate footfall campaigns ahead of university open days and prioritise strategies to drive property viewings in the early research months.
- Showcase real environmental practices and green initiatives that go beyond lip service.
- Highlight energy-efficient buildings, recycling programmes and partnerships with sustainability organisations.
- Encourage authentic student testimonials, especially in video format, to build trust and social proof.
- Highlight positive reviews on your website and social media
