Student Housing Business

MAR-APR 2018

Student Housing Business is the voice of the student housing industry.

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LEASING AND MARKETING March/April 2018 72 tinuously absorbing information. They stop when they find some- thing they're interested in. They want to find you. They don't want to see you trying to find them." Lookalike campaigns and Gmail ads can be subtle workarounds for this phenomenon, according to Wilkinson. Threshold/Carve highlighted some of these tech- niques in a recent whitepaper about creating more leads and converting those leads to leases. According to the whitepaper, a lookalike campaign targets users based on information student housing managers may already have, such as email addresses of residents. In a lookalike cam- paign, email address lists can be uploaded to a platform such as Facebook, which finds people's email addresses who fit a pro- file similar to the community's residents. Gmail ads are served based on specific keywords that are found within a user's inbox. For exam- ple, if a Gmail user is receiving emails from other properties or if that user is emailing their parents about wanting to move off cam- pus, Gmail scans those emails to serve relevant ad content. "It may seem that we're push- ing information to students, but they don't see it that way," Wilkin- son says. "They just see an ad, and then they choose of their own volition whether to click on it to get more information, or not. Our goal is not just to drive clicks, but also to drive awareness." Driving awareness with Gen Z isn't always done in the virtu- al realm. CA Student Living has been experimenting with some fun and interactive non-tradition- al marketing strategies that have spurred new leads and renewals and have even helped pre-leasing among international students. At Rise on 9th, a CA Student Living property in Columbia, Mis- souri, staff loaded furniture and décor into a U-Haul and staged a model unit in an enclosed tent on the University of Missouri cam- pus. This "pop-up" greeted stu- dents arriving for their morning classes. When they entered the tent, stu- dents were provided a tour of the unit by a team member and were offered juices and bagels as well as promo items. "It was a huge success, with leads captured and leases signed onsite using iPads," says Beth Pin- der, executive vice president of property management for CA Stu- dent Living. Also at Rise on 9th, students were delighted when the elevator doors opened one day to reveal a "partyvator" scene. The team set up a DJ in an elevator, with leas- ing agents on-hand, as a fun way to interact with residents and talk to them about renewing. CA Student Living also reports successful results at its inter- national properties in Bogota, Colombia, and Santiago, Chile, with the "Livinn Experience" pro- gram. This initiative allows pro- spective residents to come test out the property free of charge for five days. "I was super impressed with local management's out-of-the- box thinking when marketing to a demographic with limited exposure to purpose-built stu- dent housing," Pinder says. "In collaboration with the university housing office, management cre- ated this program, and it's an extremely useful tool in educating YOU BRING THE LEMONS. WE'LL BRING THE SUGAR. FIND OUT HOW WE CAN SWEETEN YOUR DEAL, CALL US AT 607.444.2202 • 5-STAR REPUTATION • TOP 50 ORA POWER RANKING • 98.3% OCCUPANCY • 4.1% RENT GROWTH • 12.3% NOI GROWTH • TIER 2 & 3 MARKET EXPERTS DEVELOPMENT | MANAGEMENT | ACQUISITION 607.444.2202 • WWW.NDGLIVING.COM BETH PINDER EVP of Property Management, CA Student Living JOHN WILKINSON Chief Strategy Officer, Threshold/Carve JAMIE MATUSEK President, Catalyst

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