PHOENIX—Alexis Krisay is a partner and the vice president of marketing for Phoenix-based Serendipit Consulting, a public relations, marketing, branding and event-planning firm with a specialization in the student housing market. GlobeSt.com recently caught up with Krisay to find out how digital analytics functions in the world of student housing.

GlobeSt.com: How has digital marketing changed in the student housing market in the past ten years?

Krisay: When I first started in student housing, 10-plus years ago, I had to be a master sales person. In person tours were pretty much the only way to seal the deal. It was so exciting. I remember walking into the fitness center and opening the secret door to the tanning room and hearing “Are you for real?” Students' eyes would light up. I would then proceed to show them the pool with the beach style entry and the lease was pretty much signed. The surprise factor of being able to see and touch what was going to be their new home was priceless. Today, it is completely different. With the advancements of websites, video, Facetime tours and social media the surprise factor during the in person tour just isn't what it used to be. Today, students have seen every amenity the property offers, done a virtual walk-through of their apartment and they are pretty much sold. In fact, most of them don't even tour, they sign their lease online and show up on move-in.