Alongside Sarah Canning & Deenie Lee at The Property Marketing Strategists, and Isaac Robinson of StudentCrowd, Unipol's Victoria Tolmie-Loverseed shared critical insights into students' perceptions of accreditation in student housing this week during a webinar “Students and Accreditation: Do Your Customers Care? And How Does It Impact ROI?”
The discussion explored how students perceive accreditation, its impact on their housing choices, and how providers can communicate its value better.
Key takeaways from the discussion:
- Whilst 70% of students care about accreditation, the term itself does not resonate with them.
- Many, particularly international students, are unaware that accreditation exists and instead rely on word of mouth, online reviews, and reputation when selecting accommodation.
- 64% of students prefer properties endorsed by their universities.
- Value for money is the top priority for students. While 71% said they would pay higher rent for a quality mark, their initial search and shortlist is typically driven by budget, with final decisions based on the overall offering and value for money.
- Accreditation can be a crucial factor in this decision-making process, but providers need to rethink how they communicate its benefits.
Challenges in Communicating Accreditation
Despite its importance, accreditation is not being actively promoted by operators. Student mystery shoppers visiting Purpose-Built Student Accommodation (PBSA) providers found no mention of accreditation on-site or during viewings. This shows a large missed opportunity for providers to leverage their accreditation as a selling point.
It was highlighted that the industry must move beyond simply displaying accreditation badges, acknowledging that badges are great first step, but we need to ensure students know what they symbolise and this can be conveyed through creative design and storytelling in marketing.
What Do Students Want from Accreditation?
When asked what they would like accreditation to involve, students prioritised:
- Restrictions on guarantor requirements
- Laundry included in rent
- High-quality staff, service, support.
Next Steps for the Sector
Victoria reaffirmed Unipol’s commitment to raising awareness of accreditation, stating that marketing efforts for National Codes and renters’ rights will be increased. She also urged universities to work exclusively with accredited providers, ensuring that students have access to high-quality, reliable housing options.
For housing providers, the takeaway is clear: accreditation must be actively communicated in ways that resonate with students. Finding ways to highlight it on-site, during viewings, and in marketing materials will be key to ensuring students understand its value.
The conversation around accreditation is evolving, and with students increasingly prioritising quality and value for money, those who effectively communicate their credentials will stand out in an increasingly competitive market.