Student Housing Business is the voice of the student housing industry.
Issue link: https://studenthousingbusiness.epubxp.com/i/616872
MARKETING NOVEMBER/DECEMBER 2015 STUDENT HOUSING BUSINESS .COM 54 Constant connectivity isn't just for the tenants, though. "Our mobile app allows parents to get notifcations, so we're able to stay involved with both tenant and parent more so than ever before," Byrley says. Bailey says Horizon is using social media mostly as a tool to generate renewals and create com- munity at a property. Horizon's social media has been mostly left to the management offces at prop- erties, rather than being done at a corporate level. "We like to rely on the actual student population to market when possible because they are the customer, and it's easy to do marketing when you are the customer," he says. Local leasing employees are going to have a better knowledge of the community and school, including upcoming athletic events, holiday breaks and the school's particular level of spirit, he says. "We empower them with the tools so they can make the right decisions," Bailey says. IRL Despite the importance today of online communication with potential or returning tenants, all of the operators SHB inter- viewed discussed the signifcance of employing a courteous, pro- fessional and knowledgeable sup- port staff. "For Grand Campus Living, human interaction is never going to go away," Austin says. Grand Campus' lease-up rates for next fall are already well over 50 per- cent, Austin says, with a strong retention rate. "Properties with a solid on- campus engagement and talented salespeople will positively impact lease-up," Bailey says, "especially in its early waves." Many student housing units are rented through a guarantor, usu- ally a parent, so Preiss ensures that parent-operator communica- tion remains clear and profession- al. "The knowledge of the leasing staff and management gives the parents a good a sense of who's running the property," Byrley says. "It's not just about customer service, because anyone can be courteous, but it's about being a professional." Students vs. Guarantors The high cost and importance of higher education in the United States have changed the expecta- tions of both parents and students when they look at places to live near their college campus. Austin says that in past years, it was mostly just parents look- ing at a property's study lounges and students were looking at the swimming pool and other ame- nities, but both now are curious about the space in a property set aside for academics. Parents like properties' attempts at resident retention and apprecia- tion, as well as when the property gives back to the community with charity events, hosts educational events such as resume building and tutor sessions, and maintains a strong partnership with the uni- versity, she says. Keeping parents in the loop helps them feel valued and respected and goes a long way with marketing lease renewals. "We communicate slightly differ- ently to guarantors and students," Bailey says. "We have slightly dif- ferent email lists, with some mes- sages going to both lists, or just A recognized leader in the casual furniture manufacturing industry since 1975 Woven • Sling Cushion Strap • Cast Shade Structures Our diverse product offerings will satisfy all of your outdoor casual furniture needs. See our new 2016 Catalog 800.327.1541 jrega@brownjordan.com www.texacraft.com ADAM BYRLEY Executive Vice President of Student Housing Operations, The Preiss Co.