The Property Marketing Strategists and hereSAY launch dedicated PBSA mystery shop service
The Property Marketing Strategists (TPMS) and SAY Property Consulting’s hereSAY are joining forces to bring a bespoke mystery shop service to the Purpose-Built Student Accommodation (PBSA) sector.
hereSAY first brought its Lead to Lease BTR Mystery Shopping Benchmark Report to market in 2021. Since then, it has released an annual benchmark report as well as provided a bespoke service to numerous clients within BTR sector by providing unrivalled data in understanding the customer journey from first enquiry to viewing and follow-up.
TPMS, is a bespoke marketing consultancy with a strong understanding of the PBSA and student accommodation market. Co-founders Sarah Canning and Deenie Lee have been working within PBSA combined for over 30 years and make natural partners to bring this professional and bespoke service to the student accommodation market.
Deenie Lee said: “In our Youth Forum research we consistently hear students discussing the importance of customer service and trust. Not just in the living experience but also when in the research phase. Customer service is one of the few differentiators left for student accommodation providers and this new service will help to enhance that. Student and resident experience can no longer be a buzz word and must start from the moment a student engages with a brand – and this is often when they send an enquiry or book a visit. If you don’t monitor this customer journey then you are missing a big piece of the data puzzle.”
Sarah Canning continued: “We know that marketing budgets in PBSA are always stretched, and marketing teams must make that budget count. But with 67% saying that customer service makes students feel connected to a brand in our Youth Forum survey – marketers and operators need to deliver this as a key part of their strategy. If you are not monitoring your lead to booking service, you won’t know if you are maximising your conversion rate. We want the sector be more efficient and this starts with understanding what gaps you may have in customer and sales service and then training teams to bridge this gap.”
Esme Webb from hereSAY adds: “Joining forces with The Property Marketing Strategists to bring this mystery shop service to the PBSA sector is an exciting venture for us. Our success in the Build to Rent (BTR) and Single Family Housing (SFH) sectors has showcased the profound impact of this service, and we're eager to replicate this in the student accommodation market. This unique service not only allows us to draw critical comparisons between customer experiences in Single Family Housing, Build to Rent, and Student Accommodation, but it also provides an essential tool for operators. By utilising this service, providers can gain a clear, objective view of their customer service and sales performance, identify areas for improvement, and implement targeted strategies to enhance the overall customer experience. In today's competitive market, understanding and meeting the evolving needs of customers is crucial for success, making this service an invaluable asset for any forward-thinking accommodation provider.”
Sarah concluded: “Our purpose is elevating the role of marketing in property – this means following the customer journey from start to finish. This service complements our customer voice research to ensure that this is being tangibly delivered to customers.”
The mystery shopping service monitors in-person visits, online enquiries and phone calls over the key months of the leasing cycle to identify sales wastage and ensure that all leads are being maximised, therefore providing a laser focus on the ROI of marketing. A comprehensive report and analysis will be provided alongside a bespoke feedback session to discuss key opportunities and recommendations.
Peter Brook from Liv Students who has already benefited from the service said: “I was very impressed by the mystery shopping service that The Property Marketing Strategists and hereSAY provided for our student accommodation. They were professional, reliable, and thorough in their evaluation of our customer service, facilities, and processes. They gave us detailed and objective feedback on our strengths and areas for improvement, along with practical suggestions on how to enhance our customer experience. The mystery shopping service was a valuable tool for us to measure our performance and identify opportunities for continued improvement.” So why do we care so much about insight? Why wouldn’t we is more the relevant question.
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