61% of UK-based university students, who were recently surveyed, didn’t check whether their current accommodation was part of any accreditation schemes before booking. Despite over half (52%) saying that having student accommodation accreditation was important to them.
“I didn’t check, but I think I just assumed that, because it’s student accommodation, it would be accredited. I didn’t even realise that some student accommodation isn’t accredited.”
Yarden, student from Bristol
Research carried out by The Property Marketing Strategists’ (TPMS) Youth Forum has surveyed over 300 UK-based university students to find out what they understand about quality measures in student accommodation.
”The findings of this research are particularly interesting, not only emphasising the importance of using jargon-free language when communicating with students, but additionally, it highlights the need for accessible visual references to ensure students can easily identify assured properties.
“It is encouraging to see that StudentCrowd, along with the National Code, is well recognised and we are already looking at ways we can showcase code-approved properties more widely online.”
Victoria Tolmie- Loverseed, Interim Deputy CEO, Unipol
The survey, backed up by a focus group, showed that students are choosing their accommodation based on cost over any quality standards, with 36% stating that the different price points they’ve paid for accommodation hasn’t affected the quality.
“It was not my first priority because my first instinct was to find a cheap accommodation.”
Karan, International Student
Despite landlords and student accommodation providers spending a large amount of time and money meeting the sectors criteria to obtain accreditation, the research also showed that quality standard badges aren’t being promoted to students and therefore they are unable to make the important distinction between an accredited and a non-compliant property.
“With the spotlight on rented property and the disparity between quality standards, accreditation is an important measure for customers to truly understand what they can expect from their student accommodation.
“These findings shine a light on some simple steps that can be taken to communicate this more efficiently and effectively.”
Deenie Lee, Co-founder, TPMS
With 71% of the survey respondents stating that they would pay more for accredited accommodation, the research enforces the need for better communication from landlords, operators, universities, and those advising young people on accommodation choice whilst they are studying at university.
“We want to see a sector where accreditation moves beyond a tick-box exercise and becomes a source of difference and pride for the landlord or operator. We get told students don’t care about accreditation, but it is clear they do – but they aren’t being told about it.”
Sarah Canning, Co-founder, TPMS
64% of respondents said they relied on endorsements of reputable accommodation by their university after their first-year, therefore if landlords and operators make simple changes to how they market their accommodation, it could give them a competitive edge in a crowded market and provide peace of mind to the customer.
“What is plain from this research is that operators are investing in the right things, they are making the effort to become accredited.
“Now it’s about the one additional step of ensuring that that knowledge is put into the hands of students, so that they can make more informed decisions about where they can choose to thrive.
“We will be picking up this baton and working with organisations such as Unipol to ensure this can be the case.”
Tuely Robins, Director of Strategic Partnerships, StudentCrowd
