(Mark Your Calendars: RealShare STUDENT HOUSING, May 14-15 in Las Colinas, TX).
LAS VEGAS-J Turner Research and the National Apartment Association just released the findings of one of the largest student housing surveys ever conducted. According to Survey Says: Apartment Features, Amenities and Programs That Sell to Students and Parents, 38% of students and 35% of parents say collegiate friends and roommates are the most common way they learn about an apartment community.
The objective of the survey, delivered by Peak Campus Management at the 2012 NAA Student Housing Conference in Las Vegas, was to determine which apartment features, community amenities and resident programs are most preferred by both students living in student housing communities as well as parents whose students reside in campus housing. The findings are based on responses from 11,195 students and 3,605 parents collected between Jan. 20, 2012 and Feb. 1, 2012.
The survey aimed to provide developers, owners, operators, on-site staff and multifamily marketing executives with a clear understanding of the differences and similarities between these two audiences. “The results of this survey provide some of the most compelling data we’ve ever seen regarding the student housing apartment industry,” explains Joseph Batdorf, president of J Turner Research.
According to Batdord, “Clearly the power of referral is driving leasing decisions in student housing, and student housing professionals can certainly benefit by proactively delivering the amenities and customer service levels that translate to community recommendations.” And when it came to selecting an apartment, 47% of students cited rental rates and price as their top determinant, while parents pushed security to the top of their list.
According to the survey, at 20%, rental rates and pricing ranked only third among parent respondents, who ranked security (34%) and location/proximity to campus (29%) as more important than price when selecting an apartment community for their student.
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Natalie Dolce
Natalie Dolce, editor-in-chief of GlobeSt.com and GlobeSt. Real Estate Forum, is responsible for working with editorial staff, freelancers and senior management to help plan the overarching vision that encompasses GlobeSt.com, including short-term and long-term goals for the website, how content integrates through the company’s other product lines and the overall quality of content. Previously she served as national executive editor and editor of the West Coast region for GlobeSt.com and Real Estate Forum, and was responsible for coverage of news and information pertaining to that vital real estate region. Prior to moving out to the Southern California office, she was Northeast bureau chief, covering New York City for GlobeSt.com. Her background includes a stint at InStyle Magazine, and as managing editor with New York Press, an alternative weekly New York City paper. In her career, she has also covered a variety of beats for M magazine, Arthur Frommer's Budget Travel, FashionLedge.com, and Co-Ed magazine. Dolce has also freelanced for a number of publications, including MSNBC.com and Museums New York magazine.
