Student Housing Marketing | What Students Are ACTUALLY Looking For This Year

When branding a student housing project, understanding the ever-evolving target market of college aged students requires a unique approach. As student housing brand experts, our extensive experience in this sector allows us to stay ahead of student housing trends and deeply connect with the specific needs and desires of the current student demographic. Our approach involves extensive research, surveys, and analysis—we develop branding strategies that effectively attract and engage the student housing market. Whether it's new development branding or repositioning existing properties, our focus is on creating compelling, aesthetic marketing that resonates with today’s students.

Here's what we've learned about students' priorities in housing in 2024:

Academically Focused Environments

Academics are a top priority for students, and they seek housing that supports their scholarly pursuits. Properties with many private study areas, quiet zones, and a respite from the rigorous academic schedule are highly sought after. This emphasis on academic support is key in student housing marketing as it aligns directly with the core needs of the target audience.

Wellness-Oriented Living

Students are increasingly focusing on wellness to balance their academic lives. This trend includes a holistic approach to health, encompassing fitness, nutrition, mental health, and innovative wellness practices like biohacking. Fitness centers, healthy eating options, mental health resources, and spaces designed for unique wellness activities are highly desirable features. Sauna, cold-plunge and meditation rooms are in high demand. Multifamily digital marketing that highlights these wellness-oriented amenities can effectively attract this health-conscious generation. Additionally, mental health support is critical. Offering spaces for relaxation and promoting wellness practices can provide the perfect balance between academic rigors and mental well-being.

Strong Sense of Community

A sense of belonging is vital for students. They are looking for housing that offers more than just a place to sleep—they want a community. Creating a "third space"—an area beyond home and school/work where students can gather, socialize, and build connections—is essential. Modern multifamily marketing should emphasize communal gathering spaces, both indoor and outdoor, as critical for fostering this sense of community. In addition, on-site programming is key. Having a dedicated team member on site to foster and facilitate relationships will provide a value-added amenity for students who value networking and community. 

High-Value Amenities

Technology is at the forefront of students' minds when choosing housing. High-speed internet is non-negotiable, and students prefer if it is billed directly through the property management company to avoid the hassle of setting up an account, waiting for an install or router, and for the ability to access wifi in every area of the property without issue. Students value both private study areas and communal spaces and expect ease of wifi connection throughout the property. Outdoor spaces, such as gardens, rooftop terraces, or patios, are also highly valued for relaxation and social interaction, even more so after the pandemic kept many students inside. Student apartment branding should prominently feature these amenities in multifamily real estate marketing materials.

Safety and Security

Safety is paramount for students and their families. Secure buildings with adequate lighting, secure entry systems, and safe neighborhoods are critical considerations. These features should be a focal point in modern multifamily branding to reassure potential residents and their parents.

Sustainability: Eco-Friendly Living

Sustainability continues to be a top consideration for ecologically conscious students. Today's students are environmentally conscious and prefer living spaces that reflect their values. Green certifications, energy-efficient appliances, bike parking, and robust recycling programs are no longer optional—they're expected. Many in this demographic will opt for public transportation or biking to reduce their environmental impact, but this depends campus to campus if the infrastructure is in place. Apartment branding for students should leverage these eco-friendly features in multifamily digital marketing strategies.

Preparing for Gen Alpha: The Next Generation

As we look ahead, it's essential to recognize that the next wave of students, known as Gen Alpha, will soon be entering the housing market. Gen Alpha is the generation born from 2010 onwards, and they are set to inherit the tech-savvy and eco-conscious mindset of Gen Z. Understanding how Gen Z has shaped student housing branding can help prepare for the evolving expectations of Gen Alpha.

How Gen Z Paved the Way

Gen Z has set a high bar for student housing with their demands for sustainability, wellness, community, and advanced technology. They have championed the integration of green living practices, mental health support, and tech-driven amenities in student housing marketing. These preferences are not only shaping current offerings but are also setting a precedent for future developments.

Anticipating Gen Alpha's Needs

Gen Alpha is expected to be even more tech-oriented, having grown up with advanced technology at their fingertips. They will likely demand seamless digital integration, from smart home devices to virtual reality study aids. Moreover, sustainability will remain a crucial factor, with an even stronger emphasis on innovative eco-friendly solutions.

Community and wellness will continue to be significant, with Gen Alpha likely to seek environments that support both their physical and mental health. Creating versatile, multifunctional spaces that cater to diverse wellness activities will be essential.

Conclusion

Incorporating these elements into your student housing development strategy will not only attract current students but also prepare for the future needs of Gen Alpha. By emphasizing sustainability, academic support, wellness, community, high-value amenities, flexibility, and safety, you can create an appealing and competitive offering that meets the evolving expectations of today’s and tomorrow’s students. As experts in student housing, AFMKTG is ready to help you navigate these trends and implement innovative strategies that set your development apart. Partner with us to create a student housing experience that stands out in a competitive landscape and fosters a thriving community for generations to come.