What Gen Z Really Wants in Student Housing – And How to Market It

Are you a business providing student housing? You should know all the ins and outs of your target audience, including who they are, what they value most in their housing and the most effective marketing techniques that’ll work on them. For Gen Z, who are perhaps the savviest at seeing through transparent attempts at marketing, understanding what makes them tick is doubly important.

We’re here to help you eliminate any unknowns about how best to reach these socially conscious, experience-driven digital natives, and ensure your student housing marketing is up to scratch so you can maximise bookings.

Who is Gen Z?

Let’s start with the basics – who is your typical Gen Z student? By definition, Generation Z, or zoomers as they’re sometimes called, refers to those born roughly between 1997 and 2012. They’re the generation after Millennials, but before Gen Alpha.

After growing up alongside the internet, social media and constant online connection through smartphones, Gen Z are known for being tech-savvy, socially aware and budget-conscious. People from this generation have one of the biggest shares in higher education and the student housing market, making them your main target as a student housing business.

What Gen Z wants in student housing

Having a better understanding of what Gen Z values most in their student housing will not only help you decide which accommodation features to invest in, but it’ll give you something to work from when you’re marketing to them. From communal spaces to safety and affordability, here’s everything that’s most important to this generation of students.

Smart, tech-enabled spaces

As a tech-savvy generation that spends lots of time using smartphones, Gen Z often have a preference for smart, tech-enabled spaces that let them manage everything to do with their accommodation at the touch of a button. That’s why it’s worth investing in up-to-date integrated technology they can use before and after booking their accommodation with your business.

High-speed internet should be a given, but other features like smart thermostats, digital payment systems, and app-controlled access to buildings, communal spaces or laundry facilities can set you apart from the rest. Whichever smart features you’re looking to add, consider whether they’re easy to use and how much value they add to your offering. 

Community & social spaces

Gen Z students want space to make new connections, relax and enjoy time with friends – and being able to do so from their student accommodation is extremely valuable. In fact, many students may even be willing to pay more for well-thought-out social spaces and a sense of community in their housing.  

Spacious lounges and group kitchens are expected as standard, but if you really want to turn heads, offering study areas, co-working spaces, games rooms, and even cinema rooms can make a huge difference in your popularity with this generation. Simple roommate-matching services using student data to put like-minded students together can also be a great selling point.

Wellness & sustainability

Gen Z are passionate about health and environmental consciousness, so they’re often looking for ways their accommodation can reflect this. While previous generations have seen these as luxury perks, things like green spaces, fitness centres and sustainable buildings are now sought after by more students than ever.

Safety & convenience

Gen Z highly value safety and convenience, which is why they’ll usually be interested in accommodation that’s close to campus, near popular amenities, and fully furnished. Reliable on-site maintenance and 24/7 security are also things they look for before choosing their student housing.

Affordability & flexibility

Value for money has always been a key priority for students, and nothing has changed for Gen Z. But with general living costs also rising, this has become more important than ever for student housing providers to keep in mind when setting prices and staying competitive. Gen Z students are also seeking lease flexibility from providers, with many now offering this following the pandemic, which saw tens of thousands of students moving to online learning.

Analyse your customer data to find out which flexibility and affordability options are most popular with your current and previous tenants – this can help you work out how to fill unoccupied rooms.

How to market to Gen Z effectively

Standing out from the competition, reaching your target audience, and increasing occupancy – your success in all these areas hangs in the balance of how well you can market your student housing to Gen Z. 

Digital-first approach

Your digital approach should never be an afterthought when Gen Z (and beyond) are your target audience. Even if it means flipping your business mindset on its head, your digital channels, technologies and experiences should be at the forefront of any decision-making, rather than an add-on.

So, what should this look like in the student housing sector? Firstly, a mobile-friendly website is a must. If students can’t find what they’re looking for on your site when accessing from a smaller screen, then they’re unlikely to give your brand a second thought when they make their accommodation plans. Once you’ve got this part covered, you can delve into interactive elements that speak to your target audience, like online leasing and virtual tours.

When BANC introduced ‘live’ booking information, a new site and an all-around improved UX and UI for Nido Living, they saw 90% occupancy by target milestones and a 36% reduction in cost per booking, saving them money and boosting their profits in one hit – so it’s kind of a must have at this point.

Social media savvy

Gen Z spend lots of their time on social media platforms like TikTok, Instagram and YouTube, mainly watching short-form video content showcasing housing and lifestyle. They also have shorter attention spans, which makes it hard for marketers to get their messaging out there. Your marketing should therefore reflect these preferences and habits.

Simply switching your usual ads over to the right platforms isn’t necessarily the right thing to do. We recommend partnering and collaborating with student influencers or ambassadors on short-form video social media apps to give your marketing the authentic feel it needs to be well-received.

Authentic storytelling

Being authentic with the storytelling in your marketing will help audiences trust your brand. Avoid anything corporate-sounding or impersonal and instead highlight real student experiences through user-generated content about your accommodation. Sharing ‘moving in with me’ or ‘day in the life’-style content from students currently living in your housing can act as organic advertising that feels real, trustworthy and relatable for others.

Demonstrate values

Speaking of authenticity, brand values mean a lot to this socially conscious generation, so it wouldn’t hurt to strengthen yours. Be sure to highlight and clearly communicate anything that makes your brand stand out for all the right reasons, whether that’s your sustainability efforts, charity work, DEI (Diversity, Equality, Inclusivity) initiatives, or community engagement. The more transparent you are about who your brand is, the more memorable you’ll be for your audience. 

Interactivity

Giving students meaningful experiences in your marketing means going beyond simply selling to them. Think about how you can get them involved with relevant content, campaigns and touch points they can easily interact with.

Chatbots, social media polls and interactive floor plans all show that you’re dedicated to offering the best user experience, as well as giving plenty of opportunities to ask questions, provide feedback and get involved with your brand.

Need support? Get in touch

You’re juggling a lot as a student housing provider, from aligning your accommodation features with tailored marketing for Gen Z to evolving your business with changing expectations. Staying competitive means staying on top of your marketing strategy –with our expert support, we can offer a helping hand to lighten your load.

Interested? Get in touch with us to book a consultation.