Despite their differences, the two groups have many mutual preferences. The No. 1 request, for example, was for larger kitchens with more counter and cabinet space. A majority would sacrifice space in the living room for larger bedrooms and abundant storage space.The students were nearly unanimous in their preference to rent by the bed versus sharing a lease with roommates. They also want all-inclusive rent rates and would like operators that bundle rents and fees to also publish a base rent for easy comparison with competitors.

As important as their space and rate requirements, Arbury says, “is how they wish to be treated. [They] assume that they will not be treated with the same respect as older renters. They are quick to see failures in the leasing and management process as confirmation of their pre-conceived notions.”

Arbury tells GlobeSt.com that websites are critical marketing tools for this group. “If there's a sloppy website and it doesn't contain enough information to help them make a decision, they'll move onto the next one,” he says. “They like to decide in 20 to 30 seconds, based on photos, a virtual tour and clear, plain-English, published rent rates.”

Parents also want to know what they'll have to pay, “but parents are most concerned about safety,” Arbury says. To get their approval, he suggests, “show at least one nighttime photo illustrating that the facility is well lighted.”

While NMHC has addressed student housing in combination with other multifamily research, this is the first time it has done comprehensive research on off-campus rental housing based on professionally run focus groups with students. Bruce Innes, a housing focus group specialist based in Baltimore, conducted this research, and Arbury headed publication of the study.