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The Digitally Savvy College Student Market Research to Help Operators Spend Advertising Dollars Wisely
Alexandra S. Jackiw, CPM®, CAPS – Managing Director, McKinley
Hannah Crosby – Sales Executive, Apartment Guide
Kim Cory – Director of Student Media, For Rent Media Solutions
How Well Do You Know Gen Y?
Millenials watch TV with two or more electronic devices.
Millenials trust strangers over friends and family.
They lean on user-generated experiences before buying.
SOURCE: What’s the Future of Business? – Brian Solis
How Well Do You Know Gen Y?
They are three times as likely to follow a brand over a family
member in social networks.
66% will look up a store if they see a friend check-in.
Gen Y’ers believe that other consumers care more about their
opinions than companies do – that’s why they share on line.
SOURCE: What’s the Future of Business? – Brian Solis
How Well Do You Know Gen Y?
Gen Y’ers are more connected on Facebook than average users.
Gen Y’ers manage a social graph of 696 Facebook friends versus the
140 maintained by everyday people.
29% find love through Facebook, while 33% are dumped via TXT or
Wall posts (SRS).
SOURCE: What’s the Future of Business? – Brian Solis
Top 10 “Most Loved” Brands
1. Google
2. YouTube
3. Amazon.com
4. Nintendo
5. Oreo
6. Microsoft
7. Reese’s
8. iPod
9. Crayola
10. Google Chrome
What About the College Gen Y’er?
1. Recent Survey Results of College
Students
2. Analysis of College Student Traffic on
Mobile Apps
3. Quantifying Student Housing Reviews
Students are the focus
in your digital marketing strategies;
are you taking advantage of optimizing?
More Than
Review 4 or more sites when
making a decision on where to live
Which online sources do students review
when searching for off-campus housing?
Expect: • Photos (Interiors both models and vacant)
• Amenities List
• Timely response to contact
Want: • Floor plans
• Ratings and Reviews by current and former residents
• Price
Love: • Videos
• Interactive room planners
• Roommate matching
Your community website has many uses and students
have expectations of what they should contain
What other features do students want to find
when interested in an off-campus community?
Source:
thinkeducation
Google 2012
2 out of 3 Students Say Video Provides a
Better Understanding of the University
Find a community video showcasing the living
experience would help impact their decision to lease
*Source: ForRentUniversity.com “Connect & Discover: Today’s Digital Savvy Student Renter”
Millenials - an Always ON Screen Generation
Multitasking with
Multiple Screens
in Hand
Students will join a community mobile text program
Text-A-Resident
Text-A-Prospect
What’s most important to you when
considering renewing your lease?
Have you ever recommended an off-
campus housing community to others?
Yes 47.1%
No 52.9%
How did you share your
recommendation with others?
Word of
mouth
#1
Social
media #2 Review
site #3
How important are recommendations by
friends or family in helping you find a place
to live off-campus?
Did you utilize any of the following
university resources to assist your off-
campus housing search?
Did not use
university
resources
#1
Off-campus
housing
website
#2 Off-Campus
Housing
Office
#3 Professors
#4 Other
#5
When you found a few communities that you wanted
to learn more about, how did you contact them?
Phone
#1 Email
#2
Online form
#3
Doesn’t
apply
#4 Other
#5
What social media applications do you
prefer to use when connecting with your
current off-campus apartment community?
#1 I don’t
connect
with my
community
via social
media
Google+
#2 Twitter
#3 Instagram
#3 YouTube
#5
Why do you use social media to
connect with your community?
Receive
community
alerts /
updates
#1
Campus
news
#3 Photos
#4
Giveaways /
Contests
#5
Interact
with peers
#2
Student Peak Leasing Season (New York, Indiana, Michigan)
Kalamazoo, MI
East Lansing, MI
Bloomington, IN
Lafayette, IN
Buffalo, NY
Student Peak Leasing Season (The Carolinas & Kentucky)
Lexington, KY
Greenville, NC
Durham, NC
Columbia, SC
Student Peak Leasing Season (Louisiana, Georgia, Alabama)
Baton Rouge, LA
Statesboro, GA
Athens, GA
Birmingham, AL
Auburn, AL
Student Peak Leasing Season (Florida)
Orlando, FL
Tampa, FL
Tallahassee, FL
Gainesville, FL
Student Peak Leasing Season (Oklahoma, Kansas, Tennessee)
Stillwater, OK
Oklahoma City, OK
Nashville, TN
Lawrence, KS
Student Peak Leasing Season (Texas)
Waco, TX
Huntsville, TX
Dallas, TX
College Station, TX
Austin, TX
Student Peak Leasing Season (California)
San Diego, CA
Fresno, CA
Mobile Leads % - Student (Indiana, Michigan, New York)
0%
5%
10%
15%
20%
25%
30%
35%
40%
% Mobile Leads
Kalamazoo, Mi
East Lansing, MI
Bloomington, IN
Lafayette, IN
Buffalo, NY
Mobile Leads % - Student (The Carolinas & Kentucky)
0%
5%
10%
15%
20%
25%
30%
35%
% Mobile Leads
Lexington, KY
Greenville, NC
Durham, NC
Columbia, SC
Mobile Leads % - Student (Louisiana, Georgia, Alabama)
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
% Mobile Leads
Baton Rouge, LA
Statesboro, GA
Athens, GA
Birmingham, AL
Auburn, AL
Mobile Leads % - Student (Florida)
0%
5%
10%
15%
20%
25%
30%
% Mobile Leads
Orlando, FL
Tampa, FL
Talahassee, FL
Gainesville, FL
Mobile Leads % - Student (Oklahoma, Kansas, Tennessee)
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
% Mobile Leads
Waco, TX
Huntsville, TX
Dallas, TX
College Station, TX
Austin, TX
Mobile Leads % - Student (California)
0%
5%
10%
15%
20%
25%
30%
35%
40%
% Mobile Leads
San Diego, CA
Fresno, CA
% M
ob
ile
Le
ad
s
0
5
10
15
20
25
30
35
40
45
50
Student Communities Mobile Leads
Top 5 Items Mentioned in Student Reviews
Bad Office Team
Good Office Team
Bad Maintenance
Good Maintenance
Apartment Quality
27%
9%
12%
31%
21%
Some Examples of Negative Student Reviews…
• “It takes them forever to fix anything. Tile has been
broken since I moved in and has not been fixed. The AC
is horrible, I’ve reported it and nothings been done.”
• “Bug Care doesn’t seem to be kept up with well. Have
had very many maintenance issues and outrageous
utility bills from lack of quality appliances.”
• “Parking is horrible. Every unit should have an assigned
parking space that has the number written on the
pavement or a stone within that space.”
Some Examples of Positive Student Reviews…
• “The Staff is great! They are very helpful and put on nice events.
There are a few things they could improve on though, the
landscaping could use more vivid colors, the laundry rooms need
sprucing up and the gym could use updating, I’d like more free
weights.”
• “I have lived here for the past year and it has been the best place I
have ever Lived by far. From the friendly Staff to the fun resident
events and the constant improvements to the community, I can’t see
myself living anywhere else.”
• “I really enjoy the apartment I live in and the people who work in the
office, maintenance is dealt with quickly and the community well
maintained. Great value for the money!”
Top 15 Most Mentioned Topics in Student Community Reviews
The average rating for all 44 Student Communities was a 3.4
A. Jackiw – alexjackiw@gmail.com
H. Crosby – hcrosby@apartmentguide.com
Kim Cory -- kim.cory@forrent.com
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