Student – Affiliate Marketing Programs

Yugo’s Instagram account feed, featuring tips and tricks, the firm’s managed properties and content made by residents. Image courtesy of Yugo

While marketing student housing properties isn’t much different from marketing traditional multifamily communities, it still requires an individual approach tailored for the younger generation. The rise of digital media, and more recently AI-driven tools, allows you to get creative.

Nowadays, students seek amenity-rich, modern and community-centric communities, and that’s exactly what you should showcase in your marketing efforts. Students are no different from other residents in multifamily—they want it all and they want it fast!

“When it comes to student housing, competition can be fierce as students have numerous options to choose from. Simply providing information and giving tours may not be enough to stand out,” Jessica Nix, chief marketing officer at Campus Life & Style, said. “To differentiate themselves from competitors, student housing providers need to create a lasting impression. This can be achieved by offering something bold and memorable.”

Whether it’s a community pet mascot, surprising elements to be discovered by students, or an outrageous piece of décor, you can capture their attention by going beyond the ordinary, Nix added. So, what will make you stand out? What should you focus your efforts on?

Get to know your target audience

Campus Life & Style’s Instagram post of free coffee giveaway for students at San Diego State University. Image courtesy of Campus Life & Style

Successful marketing is all about understanding and recognizing the needs of your target audience. When it comes to student housing, things might get tricky, as every single one of them might be interested in different things. Try to learn about what they want. Is it a focus on sustainability or inclusivity? Do they want affordable options, proximity to universities, or modern amenities?

Try to customize your marketing campaigns to address the specific needs of students and their variety of preferences and priorities. “At Yugo, we ensure we’re continuously understanding our target audience, and this is why every year we research thousands of students on a variety of topics which feeds into how we communicate with them,” mentioned Abby Bentley, global brand and marketing director at Yugo.

“In addition, over 25 percent of our workforce is made up of our students—we’re listening daily about our students’ needs and desires,” Bentley added. Yugo, GSA’s property manager operator, is currently managing student housing properties in 34 cities across the U.S. and the firm’s marketing approach encompasses its values: bold, true, real and open, focusing on all aspects students might be interested in.

Follow the trends

Yugo’s Barbie-fied contest also includes three prizes for a shopping spree at a home decor store of students’ choice. Image courtesy of Yugo

Student jump on trends quickly. That’s why, when thinking about your strategy, you need to appeal to their interests and needs. Think about showcasing trends such as eco-friendly living, wellness amenities and technology-driven features. Besides aligning your properties with the current trends, think about showcasing that into your marketing strategy to show that your company is forward-thinking and keeps pace with the market.

For instance, you can take advantage of new pop culture trends, just as Yugo did in its latest campaigns with the Barbie movie. The firm launched the “Yugo Barbie Dream Pad Makeover” contest, challenging students to design their Barbie-fied space, whether through 3D design, sketches or mood boards. Or there’s always the opportunity to give students a Barbieheimer moment.

“To achieve online growth, it is crucial to implement efficient tactics that resonate with the target audience. To do this, it’s helpful to draw inspiration from trending themes on popular platforms like YouTube, TikTok, and Instagram. By aligning your key messages with these trends, you can create content that captures attention and generates traction,” said Nix.

However, Nix advises marketers to consider the students’ short attention span. “This means content can quickly become stale, so it’s essential to dedicate time daily to experiment with different content production to generate quality options for publication,” she added.

Engage with students and give them a voice

Campus Life & Style’s “12 Days of Giveaways” marketing campaign. Image courtesy of Campus Life & Style

We all know that user-generated content is king, especially for student housing. You want to create a sense of community and show existing and future renters that people have a say in their living experience. Besides listening to their needs, try to create an engaging space for them to share their journey, struggles or speak about what they believe in.

Think about it as social media ambassadors, but they’re the people living in your communities. Bentley believes that the content you post needs to be relevant to your audience to have an impact and that it can be achieved by posting authentic content, such as behind-the-scenes videos, that builds trust and make student feel connected.

“Leveraging student ambassadors or influencers who have a strong connection with their community and are trusted by students can significantly enhance marketing efforts,” Nix added. “Authenticity is key, so it’s essential to collaborate with individuals who align with the brand’s values.”

On another hand, creating special programs where students can advocate for your brand might prove effective for your strategy, as well. “We’ve also recently launched our Yugonauts program, which turns every student participant into Yugo advocates,” said Bentley. “This select group of student brand ambassadors are invited to share their experiences of the Yugo lifestyle on social media and in return they receive training from professional marketers and agencies, to help them develop their content creation skills.”

Leverage social media more now than ever

Yugo’s post on Instagram on World Earth Day, which included some tips for students to be more eco-conscious and live greener. Image courtesy of Yugo

When it comes to social media, the possibilities are truly endless, but remember that your content will define your brand. Aim for a certain color and design style that aligns with your brand and make content that is both aesthetic and engaging. Students are all about the aesthetic, aren’t they?

Depending on the platform, try to customize your content as much as you can. For example, you can use Instagram to post easy tips or updates about your communities, share photos of your residents (bonus points if you share pictures of their pets!) or highlight events. At the same time, you can use TikTok for posting virtual tours, behind the scenes, or videos about the lifestyle at your properties.

“Social media platforms such as TikTok, Instagram, and Facebook are ideal for reaching and engaging with students,” Nix said. “It’s crucial to maintain consistent posting schedules, build a recognizable brand, and actively participate in student and parent groups while practicing social listening.” For its social media platforms, Campus Life & Styles has separate accounts for each community and posts pictures and stories about updates, contests, resident events, or lease information.

As for Yugo, the company uses a colorful and playful graphic design, similar to its brand identity and posts tips & tricks, updates about its communities, reels created by students and contests. “Today you’ll see the highest engagement is on TikTok and Instagram for eyeballs on your product,” Bentley said. “They are platforms people have fun with, so engage with consumers where they want to be engaged with and in the format they prefer.”

Optimize your website

Your website is usually the first point of contact between your company and students considering your communities. That’s why, you need to create a user-friendly, seamless experience for anyone who checks out your website. There are some simple ways to make your interface faster, more interactive and also SEO-focused. Nix believes that it’s mandatory to provide students with a fast, intuitive, mobile-optimized and clean interface and that you should be consistent with your logos, colors and photos across all platforms. She also mentions that you need to make sure reviews are up-to-date and cohesive.

“Additionally, providing high-quality virtual or video tours allows students to visualize the space without physically visiting the property,” Nix added. “Simplifying the process for booking tours through tools like BetterBot, which can be integrated into social platforms, further enhances the user experience. The presence of a bot or LiveChat feature also contributes to a seamless user experience, as it enables immediate interaction and support.”

Unlocking the power of easy-to-implement marketing tips

It’s true that highlighting your company on social media channels is currently one of the most effective strategies, but it all comes down to the content you post and how you interact with students. Here are some other effective ways to appeal to them and make sure your marketing efforts are effective.

TikTok and Instagram are the channels where you will see the most engagement on, as it allows you to post different types of content and interact with students directly.
As part of its marketing strategy, Yugo focused on the use of more video content across several platform, which leads to increased click-through rates, mentioned Bentley.
Bentley also believes that Google Search is the best platform for sales conversion, but “it comes down to serving relevant ads at the right point in time to the right consumer.”
Nix thinks that internet listing services and university websites might also be beneficial for your strategy. However, you need to analyze the performance of each website before using them for all properties.
Email marketing is not dead! According to Nix, it can be a powerful tool for reaching prospects. “Crafting engaging headlines, providing direct links to the website, and using email lists sparingly ensures a seamless experience and avoids overwhelming recipients,” she said.
Lastly, regardless of the channel you choose for marketing student housing, it all comes down to one simple aspect—fostering a sense of community. “Participating in campus and community events like housing fairs and sports games allows student housing providers to engage directly with students and create positive associations between their brand and the overall school experience,” Nix said.