10 Ways Student Housing Can Build Loyalty Like (Lady) Gaga! Presented at NAA Student Housing 2012.

1. GA
BUILDING LOYALTY LIKE
GA
Barbara Savona of Sprout Marketing
barbara@watchyourbusinesssprout.com
www.facebook.com/sprouting

2. Love Her or Hate Her...

3. Ga ga
Go ne
H as BORN: MARCH 28, 1986
or ld 5 GRAMMY AWARDS
W
T he 15 GRAMMY NOMINATIONS
23 MILLION ALBUMS SOLD
64 MILLION SINGLES

5. 10 Ways
STUDENT HOUSING
GA
Can Build Loyalty Like
GA

6. 1.
DE FIN EY OU RB RA ND
GAGA

9. DEFINE YOUR BRAND AT FIRST GLANCE
Are you painting the
lifestyle?
Website ● Social Media
Billboards ● Printed Materials
One of the biggest challenges:
“Trying to stand out amongst our
competition when the products are
exceedingly comparable. It is
important not be ordinary and
provide residents a unique living
experience.” -Jennifer Messina,
The Quarters on Campus, Austin, Texas

10. In a Sea of Cookie Cutters...

11. GAGA

12. “You laugh at
me because I’m
different.
I laugh at you because
you’re all the
SAME.”
- Lady Gaga

13. 2. T R U L Y BE U N I Q U E !

17. 3.
RS IDE
NY OU
PL EO
HT PEO
HE RIG
AV ET
H
Gaga dominates the
tabloids & spins the media
with her bestie Perez Hilton. GAGA

18. STUDENT HOUSING
PLE
H T P EO
E R
IG
TH
CA’s
Parents
University

19. CA’s- Not Just
Community
Assistants
C OM M U N I T Y ADVO C AT E S
We want someone that is proud of attending the
University of Texas.The marketing side seeks an
outgoing individual that is continually attending
campus events and is a member of campus
organizations. They must be social! Since they are
the eyes and ears of student culture, I need
someone on my marketing team that expresses
what is "in" with the college community and is a
true reflection of a well rounded university student.
Jennifer Messina- Marketing
Director, The Quarters on Campus

21. A Parents’
Experience

23. To Parents...

25. The Safety Net
“I speak at a parent night meeting at our all-girls dorm on their move-in day.
When parents are involved in the prospect process we always describe how our
key system works, philanthropic events, close proximity to campus, individual
leases, parking options, and convenience of submitting maintenance requests or
paying money owed online. On move-in day, we sign up the parents to our
monthly newsletter so that they remain informed of community communication.”
-JENNIFER MESSINA, Marketing Director, The Quarters on Campus

26. W H AT S E L L S PA R E N TS ?
“PICTURES! PICTURES!
PICTURES!
Chances are, market rents,
specials and amenities will be
similar at all competitive
communities. PICTURES will be
what sets you apart from the
rest” - Tonirae Gorcie;
Student Housing Specialist

28. T H E U N I V E R S I T Y O N Y O U R S I DE
The Ohio State University
President Dr. E. Gordon Gee

29. “We have a very STRONG relationship with
the campus & our brand image is one of
integrity & respect with the University.
It takes time, hard work and a mutual understanding
that they are students first!!! The president attended
because he knows we genuinely care for the
students, exude collegiate pride and are viewed as
a partner with the university. We are not the typical
landlord on campus and they know it. Additionally,
over 500 of his students were here at this event.
When he walked up to the property he was treated
like royalty by these kids. They idolize,
respect and admire him. It was like a red carpet
scene of photos and being able to meet him in
person. One event I will never forget or our
community.” -Kim Cory
Sales & Marketing Director at University Village

30. Get involved!
“Participate in programs, invite them to the
property, etc.
Having a good relationship with the university
can really go a long way in the success of our
property!”
-The Team @ The Retreat at Knoxville

31. GET INVOLVED WITH THE STUDENT ORGANIZATIONS
The Cottages of Baton Rouge
did this and had a staggering 3,270 people talking
about the community!

32. “Currently, we have about 20% of the Chinese
Student Organization and because we have such
a great relationship with them we might be able to
get them all to live at our property next year
(about 500 students).”
-Key Cofty
Regional Manager-Lynd Student Living

33. 4. Y W A Y
O N
EC
T M
GAGA
N Facebook 47.5 Mil. Fans
C 18.9 Mil.Twitter Followers
2 Billion YouTube Views

34. Student Housing
A Y
Y W
T M
C
N NE
C O 47% Spend 4-7 hours online daily
42% iPhone/30%Android
78% Would use FB to learn about apartment
61% will watch a video on a website they are visiting
-Stats courtesy of Catalyst, National Survey of over 500 students

35. STUDENT HOUSING

38. In a national survey of more than
500 students conducted by Catalyst,
an Austin based marketing company,
49% ranked texting as their most
important method of communication.

39. te ly
so lu
AP P-

40. “We have an iphone App where
our residents can submit work
orders, their own comments on a
blackboard, tour a virtual leasing
center or impending gatherings.”
-Jennifer Messina
The QUarters on Campus

41. Lookout for a new trend...
PA Y I N G R E N T O N FA C E BOO K
Allows Multiple Users to Be Set Up

42. S
5.
TE RA
C OM
M U N ITY
FO
GAGA

43. STUDENT HOUSING
GIVE YOUR STUDENTS SOMETHING TO CONNECT WITH

44. STUDENT HOUSING
HELP FOSTER A COMMUNITY

45. MEET THE TEAM...

46. Mascots...

47. Ringo Introducing Ringo...
The Retreat at Knoxville’s
real, live mascot!

48. G E...
V ILLA
RS ITY
N IVE
FO R
U
T
A S CO
EM
R Y TH
E IS
GA
A M
M YN
...and there’s
the blow-
up kind too!

49. “Getting to know the residents is huge...
Also, getting to know their pets. We do a pet of the month in
which we award a resident and their pet a prize each month.
These things really go a long way to make them feel like they
are more than just a rent payment to us.”
-The Retreat at Knoxville; Landmark Properties

50. D LY
RI EN
F
P ET
EI NG
B
F OR
OU
KY
AN
TH

51. Lost Dog...
FOUND!

52. TUTUS AND
T R E AT S

53. 6. LE MO
NSTE RS
RL ITT
YO U
LOVE

57. STUDENT HOUSING
LOVE YOUR LITTLE MONSTERS

59. “Rather than spending tons
of money for new lease
promotions, we prefer to
spend the money giving back
to our current customers!”
-Jarrod Byer
Community Manager, Villas on
Guadalupe

62. 7.
ST ER
MON
A
AM
BET HE M
GAGA

64. STUDENT HOUSING
The biggest thing to remember when leasing or
managing students is to treat them as adults and
not kids. They want the same level of respect that you
would give their parents. They don’t like to be treated as
if they do not know what they are talking about.
-Jennifer Messina
Marketing Director for The Quarters on Campus

65. To students...

66. 8. RK
W O
RS TO
NSTE
MO
P UT YO UR GAGA

67. STUDENT HOUSING
A T - S H I RT? Y E S . . . A T - S H I RT

70. The Ultimate!

73. 9.
GAGA EL IV ER
Y D
IM PL
S

74. Delive
r
“There is no secret formula to build
loyalty. It goes back to basics. Do
what you promise every time.
Just Deliver!”
-Jeff Weissman; Senior VP; The Lynd Company

75. Delive
r
Remember, your time is limited!
“Building loyalty is something that should
begin on the property tour, before they
sign the lease!”
-Tonirae Gorcie
Student Housing Specialist

76. Delive
r
Customer Service is everything for us.
We retained 45% of our resident base this
past season on about 30,000 beds.
We are consistent with our residence life programing and provide activities
the students are interested in. In addition, we listen to the residents. We
survey the student population in the fall and spring semester and prepare for
both positive and negative feedback.
Casey VanZandt
Vice President of Business Development
Campus Advantage

77. Delive
r
“Going door-to-door and having a presence
with the residents, not just someone behind a
desk. Also, performing maintenance follow-
ups with the residents to make sure everything
is taken care of to their satisfaction.”
-THE RETREAT AT KNOXVILLE

78. “Listen to them. Fix their issues.
Treat them with respect.”
“Of course, that is all property management and in any business
really. But I have seen property managers just blow off their
student residents and the residents get upset and say nothing
and move out. Then they tell all of their friends what a horrible
experience that had.”
-Key Cofty, Regional Manager, Lynd Student Living

79. 10.
IGG ER
HIN GB
OM ET
FORS
STA ND

80. do students even care?
“Community is built by sponsoring community events or philanthropic
opportunities. It does matter to students because it creates more
value to the apartment.
They are honored to be a longhorn and they want everything they do
in their college life to reflect that pride. It also provides a more social
setting that students enjoy living in.”
-Jennifer Messina
The Quarters on Campus

81. STUDENT HOUSING
We Believe:
1. Charity is incredibly fun and
exciting.
2. College is incredibly fun and
exciting
3. Running around in only undies
is incredibly fun and exciting
4. Put 1-3 together and it will be
incredibly fun and exciting.
www.undierun.com

85. • Define Your Brand
recap
• Ditch Cookie Cutter
• Have the Right People on
Your Side
• Connect My Way
• Foster a Community
• Love Your Little Monsters
• Be the Mama Monster
• Put Your Monsters to Work
for You
• SIMPLY Deliver
• Stand for Something Bigger

86. Learn More...
Facebook.com/Sprouting
Twitter.com/WatchItSprout
www.WatchYourBusinessSprout.com
Barbara@watchyourbusinesssprout.com

87. A Special Thanks:
Jeff Weissman
Senior Vice President
Lynd Student Living
8,000 Beds
Key Cofty Bryan Winfree, Ringo,
Regional Supervisor & The Entire Team at
Lynd Student Housing The Retreat at Knoxville

88. A Special Thanks:
Jarrod Byer, Property Manager,
Villas on Guadalupe, Austin, Tx
Casey VanZandt
Vice President of Business
Development
Campus Advantage
Tonirae Gorcie Jennifer Messina-
Marketing Director for The
Quarters on Campus,
Austin, Texas

89. Additional Resources/Credits:
Slide 8: www.thevillasonguadalupe.com
Slide 9: www.lyndstudentliving.com
Slide 10: www.quartersoncampus.com
Slide 14: Olympia Avenue, Taylor Place, The Cottages, Millennium Hall
Slide 15: Millennium Hall, South 40 House,
Slide 24,25: Snapshot from www.retreatalabama.com/parents
Slide 29: University Village FB page
Slide 32: Cottages at Baton Rouge FB page
Slide 36: Snapshot of www.greystarstudentliving.com/greyster-marketing.com
Slide 37: Snapshot www.thecottagesofbatonrouge.com
Slide 38: Campus Special FB page
Slide 40: Campus Apartments FB page
Slide 43: Upper Eastside FB page
Slide 44: The Retreat at Lake Tamaha FB page
Slide 46: Courtesy of The Retreat at Knoxville
Slide 47: Courtesy of University Village FB page
Slide 48: Courtesy of The Quarters on Campus
Slide 49: Forum at Denton FB page
Slide 50/51: The Retreat at Lake Tamaha FB page
Slide 58: The Retreat at Lake Tamaha FB page/The Cottages FB page
Slide 59/60: Villas on Guadalupe
Slide 63: http://www.thecoveccu.com/students/
Slide 64: The Retreat at Lake Tamaha FB page
Slide 65: Forum at Denton Station FB page
Slide 68: The Retreat at Lake Tamaha FB page
Slide 69: Cottages at Baton Rouge FB page
Slide 70: The Cove Conway, SC FB page/Cottages at Baton Rouge FB page
Slide 71: The Retreat at Lake Tamaha FB page
Slide 78: www.undierun.com
Slide 80: http://www.greystarstudentliving.com/greystar-green-initiative/
Slide 81: The Quarters on Campus
Slide 82: The Villas on Guadalupe FB page/The Retreat at Lake Tamaha FB page
Slide 83: The Villas on Guadalupe FB page

90. Photo Credits

91. Photo Credits