by threshold | Jun 4, 2015 | All, Marketing
Hurry In! Apartments Going Fast! We’re Filling Quickly! Don’t Be Left Out!
Whatever the headline or sense or urgency you are using, in student housing we all know that summer is the last push to fill those beds. In many markets, the majority of students have gone home to work on their tan or take part in a promising internship. Much to the chagrin of owners and operators of student housing, where the students are going to live in the fall may be the furthest thing from their minds. At Threshold, we call the student housing summertime push “full-court press” time and all strategies are on the table to get those extra percentage points.
Here are some ideas that might help you score those extra leases:
- Orientation Station – most college campuses welcome their incoming class with summer orientation sessions, many of them are held throughout the summer with varying degrees of organization. Reach out to the campus to request sponsorship or tabling opportunities. Hire a limo, van or bus to shuttle folks from campus to your property. Set up special VIP tours complete with snacks or lunch. Designate orientation specials to incentivize parents to come tour your community.
- Direct Mail Parents – an often mistakenly overlooked target are the parents of any incoming student. They are more concerned about safety, value and convenience then they are about pools, volleyball and tanning. Send a targeted mailer to the parents talking about all of the services and programs you offer that enhances your residents academic pursuits.
- Digital Targeting – marketing is no longer “digital” or “traditional” it is all just “marketing.” If your overall strategy doesn’t include a specific digital strategy to target those searching for housing, you’re missing a huge potential. Our pay per click campaigns generate 46% more traffic to our clients’ websites based on targeted keyword and display campaigns. If you don’t know how to do it on your own, hire a professional agency to help you out – it will save you thousands of dollars in the long run.
- Nurture your Prospects – whether families visit you onsite or online your follow up campaign should be nurturing your leads through a sales funnel on a weekly basis. Today’s automated solutions allow you to establish a sophisticated student housing marketing campaign that keeps warm leads warm.
While summer in the student housing industry may not be about beaches and calm days, it certainly provides us with opportunities to use our creativity and marketing muscle. I don’t know if a full-court press is in your future or not, but if you want a complimentary assessment, give us a ring. We’d be glad to provide some bench assistance.
Happy Marketing.
by threshold | Apr 9, 2014 | All, Marketing
My mom was born and raised in Mexico, moving to the US when she was just 18 years old. As any of you with Hispanic heritage in your blood – or know folks that do – family is muy importante (very important for the gringos out there). I was 20 years old when my little sister was born – she’s now in college and my parents watch over her like a hawk. Not because she needs the help, she’s a feisty 20 year old who wants to make the world a better place, but because they feel they should still take care of her. Sweet.
In our world, we’re always talking about the “helicopter parents” and how they are involved in the lives of their kids and their kid’s friends. How they call for maintenance requests, etc. From a marketing perspective, it’s tough to message for the 20-year olds and the 40-somethings congruently – but it’s not impossible. Parents still are heavily involved in not WHERE their children live, but rather HOW they are living. Are they safe? Do they have all the comforts they need? Is their space conducive to getting the heck out of college in 4 years?
Here are a few pieces of advice for messaging to and reaching your secondary customers -Parents.
Message:
Peace of mind: individual leases, all-inclusive living, community assistants, professional management companies, fully furnished, full kitchens
Academic focus: study rooms, computer labs, programming
Health/wellness: fitness centers, programing, full kitchens
Tactics:
Renewals: Be sure to send renewal letters and/or other materials home to parents
Direct mail: When sending to parents, tailor your message and consider sending a larger packet with a formal letter, rates/plans and application
Advertising: Consider regional magazines or newspapers with college editions. Texas Monthly produces a popular yearly guide in print and online
Remember, parents are either decision makers or decision influencers when it comes to housing. Now that I’m a parent (with Hispanic heritage coursing through my veins) I’m certain I’ll be right there when my son is ready to make that leap. Granted, he’s just four, but I’m preparing now. So watch out all you young Community Assistants who want to move up the ladder. I’ll be seeing you in 14 years.
Happy marketing.
by threshold | Feb 14, 2014 | All, Marketing
With Jay Leno’s last night hosting the Tonight Show having come and gone, I flipped over to CBS to watch David Letterman the other night. I used to watch Letterman religiously, but with the addition of our now 4-year sold my bedtime has become much earlier (Ok, I usually fall asleep on the couch before the 10pm news). This night, though, I triumphed. One of Dave’s signature bits is The Late Show’s Top 10. And as they say, copying is the best form of flattery. So, without further adieu here are Threshold’s Top 10 Great Student Housing Marketing Ideas:
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by threshold | Jan 30, 2014 | All, Marketing
The term “guerilla marketing” has taken on a life of it’s own since it was first coined in the early ‘80s. As a student housing marketing practitioner, I describe guerilla marketing as any creative, out-of-the box tactics that go beyond passive, traditional marketing. It’s a way for your brand to make real-life connections with students, provide them a memorable experience and let them know that your brand gets them.
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