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.

Here at TPMS, our goal is to ensure that the sector can consistently deliver safe and secure homes, that students want. The introduction of the Building Safety Act 2022, enhances the delivery of safe homes but it does require a change in how buildings are managed. At TPMS we have written this article to help simplify your journey through the Building Safety Act 2022. We recognise the critical need for clear and actionable guidance in navigating these changes, especially given the recent underrepresentation of this topic in sector conferences. This blog post, enriched by the expertise of our newest client specialising in the Building Safety Act, aims to fill that gap.

To unpick why we place such importance on data and insight, we need to take you back to that strange and unsettling time a few years ago during the Covid years where we both found ourselves running separate marketing consultancies and were quite frankly feeling isolated and lonely. We sought each other out and went for an epic walk along the Thames (without so much as a coffee in hand!) and put the rented property sector to rights. With a combined experience spanning university partnerships, PBSA, BTR, BTS and estate agency spanning a ridiculous number of decades between us, we felt qualified to make these observations. But was it only us…?

Due to demand from the PBSA and university accommodation sector, The Property Marketing Strategists (TPMS) is building on its 2022 paper ‘Living & Learning, The Future of Home According to Gen Z’ by creating a new report focusing on international students.

In an age where personalisation is not just appreciated but expected, the one-size-fits-all marketing approach is an endangered species. This is especially true in the rented property sector, where every potential tenant has unique needs, preferences, and expectations. Treating all tenants as a homogenous group not only does them a disservice but also undermines the efficiency of your marketing efforts.

In the current digital climate, the power of social media platforms, like TikTok, cannot be underestimated. Short videos and memes dominate the online narrative, especially among younger audiences. Yet, for all their virality, are these platforms perpetuating negativity and unfounded fear?

Looking to emerge as a brand that truly understands diversity? Simply showcasing a rainbow flag during Pride month doesn’t equate to inclusivity. Genuine representation goes far beyond surface-level gestures.

Property remains a critical sector. Shifts in pricing, housing stock, and development profoundly affect residents and their surrounding communities.

The Private Rented Sector (PRS) continues to be a significant real estate type, housing a considerable number of individuals. After some fluctuations in recent years, the numbers seem to be on an upward trend.

At its core, PRS involves a landlord (whether an individual, company, or investor) leasing a property to a tenant. However, as this sector has developed, it has seen the introduction of new housing categories and terminologies: PBSA, BTR, Coliving, multifamily, and senior living all under the PRS umbrella.

Navigating these terms can be tricky. At The Property Marketing Strategists, we're dedicated to clarifying these classifications and exploring if there's a collective sector/community for networking and collaboration. And crucially, these terminologies mean little or nothing to the customer.

Discover the key elements of crafting a comprehensive marketing strategy and structuring an effective marketing team. Uncover the impact of team structure on success, learn to express unique value to thrive in the market, and explore essential tasks and skills for your marketing team's success. Get expert insights on collaborating with other departments for an integrated approach to achieve your business goals.

Discover how ChatGPT revolutionises marketing with enhanced customer interactions, efficient content creation, and real-time market insights. However, remember that ChatGPT can't replace a copywriter's understanding of your brand's tone of voice. You’re welcome to embrace its power but keep a close eye on maintaining your brand’s authenticity. Read more and contact us for expert advice on marketing strategies and implementation.

PBSA News and The Property Marketing Strategists announce media partnership for industry and customer insights.

The Property Marketing Strategists (TPMS) are delighted to announce that PBSA News are the new media partners of The Property Marketing Lounge and Youth Forum events.

Sustainability is a core topic for the TPMS team. Not only are we passionate about how we support our property clients to put sustainability front and centre but as our business grows and develops, how we ensure we do business in the best way for the environment.

Of the International students who took our survey, 24% were post-graduate, compared to the 5% of Domestic students. This follows the figures covered by UniversitiesUK which says that international students make up 15% of undergrads and nearly 40% of post-grads.

It is therefore worth noting that many of the below trends may be influenced by the age and maturity of post-graduate students, rather than solely related to the nationality of the survey takers.

Unfortunately, marketing isn’t always appreciated as the long-term investment it is. During times of financial uncertainty, organisations want to see quick wins and quick ROIs. And when evaluating the perceived value of resources, it’s often marketing that takes the hit.

But this approach can be catastrophic in the long run.

Many would argue that marketing is actually one of the most essential aspects of your business during a recession.

As Harvard Business Review states: “Firms which cut costs faster and deeper during tough times than rivals don’t flourish and have the lowest probability of pulling ahead of the competition when times get better.”

As The Property Marketing Strategists move through a series of research pillars, our latest webinar - focused on our five research pillars as whole - reviews data collected from our Living and Learning survey.

Gen Z is already disrupting worldwide views and movements. As they move into the student population and working world, we can expect to see great change influenced by their values, beliefs and expectations.

In this final, concluding webinar, we wanted to take some time to reflect on all of the research carried out over the past year, and the key points highlighted from our findings.