The Student Housing Summertime Push


June 4, 2015

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:

  1. 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.
  2. 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.
  3. 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.
  4. 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.

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