Unite, IQ and Student Roost are the most recognisable purpose-built student accommodation brands in the UK, according to research.
A new report by the Property Marketing Strategists, surveying 956 students, found that Unite is the most recognisable PBSA brand in the UK, with 64% of respondents choosing it.
IQ and Student Roost came second and third, with 43% and 31% of respondents recognising them respectively.
However, the survey did not explore the topic of brand reputation, so while these brands are recognisable, it cannot be said they have positive, negative or neutral brand reputations.
The survey further found that price and location were the most important factors when students were asked: what would make you choose one accommodation brand over another?
On the flip side, 48% of the survey respondents said they would consider living with the same brand in different cities. This point is key as PBSA developers move into BTR and co-living.
Customer service is a brand USP
The Property Marketing Strategists survey found that 67% of respondents said “good customer service” makes students feel connected to a brand, while 51% said it was good reviews and testimonials, 50% said it was staff and 39% said it was the company’s values.
The report said: “Customer service and support has always been a big player for the student population. The feeling of support and guidance when living away from home for the first time can be invaluable. But it may not be evident so early in the buying process.
“If a student feels they are living somewhere safe and supported, they are more likely to stay, and recommend the brand to their peers.”
Social media not an important factor
Social media scored only 13% in regard to what makes students feel connected to a brand and their decision-making.
The report said: “This indicates that perhaps students turn to social media for relaxation and social purposes, and prefer not to be directly sold to.
“Creating great content is still of value, but perhaps for a different stage of the buying process. Concentrating on visibility and entertaining content as opposed to sales-heavy content could strike the perfect balance between exposure without an intrusive sales-led presence.”
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