Social Media 101 For Student Housing Developers

Why should developers, management companies and community leaders have a strong social media strategy to find and keep student housing consumers? Because that’s where their customers are, says Serendipit VP Alexis Krisay, who specializes in content media for student housing.

Effective social media is not just posting photos of dorm rooms, Alexis says. She helps national brands showcase their offerings in a shareable, fun way that's also useful, such as articles on how to decorate or how to cook. Lifestyle content, Alexis says, is always popular. 

Students detest sales pitches so they’ll ignore anything overly pushy. But if you teach them how to make nachos and mention your new project has a “chef’s kitchen,” then you'll create genuine interest.

Everyone wants more likes, Alexis says, but she’s focused on actual engagement (such as sharing) and, most importantly, conversion (such as filling out an online lease application). Alexis says Facebook seems to produce the most conversions while Instagram and Snapchat get the most engagement. 

To help get both, social media managers might ask students to post pics of themselves enjoying their communities. Sometimes they’re encouraged to like or share to win a prize. The tactics are specific to each market, and no single social media solution works for every organization.

And not every solution works for every audience member. Student housing developers, management companies and apartment owners are targeting several audiences, such as students, parents, teachers and the community, so any strategy must include content for each audience. 

Don't forget good old advertising. Since we know that students are on their cellphones for most of the day, Facebook is rolling out Canvas Ads, hyper-targeted mobile ads directed to students with paid media on Facebook.

So what do students want—and what could developers and community managers feature that would appeal to students? Convenience and really amazing amenities. Students at Tier 1 schools want the best of everything, Alexis says.

They’re crazy about Class-A amenities and love gyms with high-tech features like treadmills with individual video screens where you can plug in your phone and watch whatever you want. They love yoga classes and Zumba classes right in the community so they don’t have to walk far.   

Other student wants are granite and stainless steel kitchens, jumbotrons by the pool, golf simulators, study rooms with smart tech, projectors, both Macs and PCs and free printing.