In the competitive and fast-paced world of student housing, it can be tempting to opt for a fresh new logo as a quick fix to attract the next cohort of residents. In many ways, this instinct is on-point. Today’s students are brand-forward and style-focused. However, there’s an often overlooked aspect of great property branding — the strategy behind the design. This is where owners and developers are leaving money on the table.
Strategy is what transforms a pretty logo design into something that is rooted in meaning and able to inspire prospective residents into action. Think of strategy as the personality of your building: what it stands for, what it promises to its residents and how it communicates with the outside world. It’s about crafting an overall identity and perception of your property that speaks to more than just a list of amenities and the latest color trends.
By investing upfront in a solid brand direction for your property, you’ll start to see some immediate payoffs.
Break away from commoditization and demand a premium price.
Especially in markets where housing options can seem interchangeable, a strong brand strategy will help your property stand out. Students (and their families) are willing to pay more for a residential experience that they feel reflects favorably on their values, style and social standing. This perceived value not only justifies higher rents but also attracts a clientele that appreciates and can afford premium services and amenities, further enhancing the property’s profitability.
Create a flywheel effect in your marketing efforts.
When a property has a thorough brand strategy, it serves as a creative engine for the internal marketing team and external partners. With a clear direction and understanding of the brand, marketing teams can easily develop unique and inspiring campaigns that resonate with their target audience. This prevents the brand from feeling stale or disjointed, as every marketing effort is rooted in the same strategic foundation. As a result, the team can continuously generate fresh ideas that are both innovative and aligned with the property’s identity, enhancing overall marketing effectiveness and driving sustained growth.
Build brand affinity and streamline the lease lifecycle.
A good property brand fosters a sense of community and shared identity among residents. The best property brands inspire an emotional connection and make students feel like the hero of their own college journeys, in a setting that truly gets them. This catapults brand loyalty and desirability — leading to impressive rental conversions and lease renewal rates. This increased demand not only fills vacancies faster but can also create a waiting list, ensuring a steady stream of potential tenants and maximizing revenue.
Case in point: With its 2022 acquisition of Onshore in Daytona Beach, L3 Campus looked to enhance the property’s positioning with a brand strategy that spoke to its unique resident demographic: aeronautical university students with an ambitious and future-minded outlook on their college years. Before breaking ground on some strategic updates to the property’s style and amenities, L3 Campus zeroed in on a brand strategy that broke away from a played-out “beach town” narrative, instead embracing a more intellectual, tech-forward, and innovative brand feel.
“Our brand strategy serves as the foundation for all our leasing efforts. It provides a clear direction and consistency that makes our leasing campaigns more effective and engaging,” says David Salmanson, principal of L3 Campus.
Attract and retain top talent.
A property with a strong, positive brand image can attract high-quality staff who are proud to be associated with the brand. Talented employees are more likely to stay on when they feel personally invested in the brand. Improved retention reduces recruitment and training costs, improves operational efficiency, and enhances the overall service quality provided to residents.
In short: brand strategy is your key to unlocking a new level of differentiation in your market. It’s your opportunity to set a new narrative — one that students will naturally want to be a part of, that also builds on your bottom line.
—Adam Chaloeicheep is a creative business leader with 20 years of experience in brand-focused design solutions for over 100 properties across student housing and hospitality, with select clients and experience including The Scion Group, Hilton Worldwide, Campus Life & Style, The Gettys Group, and L3 Campus. Previously, Adam co-founded a VC-backed proptech SaaS company in 2016 with an exit to HouseCanary in 2020.