LAS VEGAS—Key executives recently gathered at the RealShare Student Housing conference here in Las Vegas, a program put on by ALM's Real Estate Media Group. In one panel, the importance of branding in student housing product came to the forefront.
Ted Rollins, CEO of Campus Crest, told the audience of approximately 200 that his firm now has three brands and have always believed that there is a brand identity. “We see brand recognition among schools, siblings, and parents.”
Rollins adds that there is also some cost savings there from a marketing standpoint as well, and that savings has become even greater as the portfolio has grown.
Donna Preiss, founder and CEO of the Preiss Co., pointed out that “with this demographic, friend referrals and word of mouth is the highest driver for new leases.” Preiss pointed out that it is a demographic that doesn't like to be sold to. “Your problems become public and viral with social media,” she says, but notes that they also talk about the positives as well…it is a two-way street.
According to William Talbot, EVP of acquisitions at American Campus Communities, “you can build that brand where is goes across markets, but that negativity, as Donna mentioned, also goes across multiple markets as well.”
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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.
