Cornering the Market in Student Housing
Emails and pamphlets and social media, oh my! In today’s world, it is not enough to send out an email or brochure to your audience and expect conversions. With information overload, it has become more important than ever to strategize and execute marketing campaigns that are multi-channel and in new, creative ways that keep audiences engaged.
Attendees of the 2017 NAA Student Housing Conference & Exposition came together in February to listen to a panel of marketing experts from some of student housing’s most successful companies to discuss various tactics, featuring Kim Cory, VP of Sales and Marketing at EdR; Rob Dinwiddie, VP of Leasing and Marketing for Landmark Properties; Michael Huereque, Director at Agency Fifty3; Maureen Lannon, SVP of Marketing for Pierce Education Properties; Barrie Nichols, VP of Marketing and Leasing for University Student Living; and moderator Laurie Lyons, Partner at Cardinal Group Management.
One of the most common and encouraged tactics? Snapchat. From customized filters to special spectacles, it’s helping companies promote their student housing properties and amenities like never before.
As Cory says, videos and images are the new storytellers.
At the same time, companies must not lose sight of making that emotional connection. The feeling of home cannot be seen, and that is where the audience will not only be drawn in, but remember those touchpoints.
“It’s not just straight sales. It’s about what you have and what can it do for the audience,” said Nichols.
Other ideas include looking outside of the student housing industry for inspiration, such as hospitality, as well as connect with students on staff to hear directly from them: “What do they you want to see?”
In a nutshell: Don’t advertise. Be human. Write their story, not yours. And get behind their interests. Do that and they’ll come knocking.
Didn’t make it to the Conference?
The NAA Education Institute (NAAEI) is proud to present its REWIND program. REWIND offers 16 PowerPoint-synced audio sessions from the conference, so you can continue learning!