Walk into almost any modern student accommodation, Build to Rent development, or co-living space today and you will be greeted by a dazzling array of amenities. There are gyms with the latest equipment, cinema rooms with surround sound, communal kitchens gleaming with stainless steel, and perhaps even a rooftop garden or games lounge. These features are impressive, and for many years, they have been the battleground on which operators have competed for attention and market share.
By David Chadderton, Marketing Director, Homes for Students
But something is shifting. As these amenities become more commonplace, their power to differentiate one building from another is fading. The question is no longer who has the best gym or the biggest cinema screen. Instead, the focus is turning to something less tangible but far more powerful: how residents feel about where they live. The new value equation in student accommodation and Build to Rent is not about the physical features you can list in a brochure, but about the emotional experience you create for your residents.
The limits of amenities
It is easy to see why amenities have been such a focus for the sector. They are visible, relatively easy to market, and provide a sense of luxury or exclusivity. For a long time, simply offering a gym or a cinema room was enough to set a property apart. Operators could point to these features as evidence that they were providing something special, something worth paying a premium for.
As more and more developments have entered the market, these features have become standard. What was once a unique selling point is now expected as the norm. Residents do not choose a property because it has a gym, they assume every property will have one. The same goes for high-speed Wi-Fi, communal lounges, and even concierge services. The amenities arms race has led to a situation where everyone is offering the same things, and as a result, these features have lost their power to attract and retain residents.
This is not to say that amenities are unimportant. They are still a necessary part of the offer, and a lack of them can be a dealbreaker. But they are no longer enough to set a property apart. The real differentiator now lies elsewhere.
The real differentiator: emotional experience
If amenities are the baseline, what makes one property stand out from another? Increasingly, the answer lies in the emotional experience that residents have. This is about more than just customer service, though that is certainly a part of it. It is about creating an environment where people feel welcome, respected, and valued. It is about building trust, fostering a sense of belonging, and making residents feel that their needs and preferences matter.
Think about the places where you have felt most at home. It is unlikely that it was the presence of a particular feature or piece of equipment that made the difference. More likely, it was the way you were treated, the atmosphere of the community, and the sense that you were part of something bigger than yourself. These are emotional experiences, and they are far more powerful than any physical amenity.
Research across hospitality, housing, and service industries consistently shows that people are more loyal, more likely to recommend, and more willing to forgive mistakes when they feel emotionally connected to a place or a brand. In the context of student accommodation and Build to Rent, this means that operators who focus on the emotional experience of their residents will have a significant advantage over those who rely solely on physical features.
This emotional experience could be simply catering to the needs and limitations of students on lower budgets by providing affordable accommodation and pizzas (don’t belittle the ‘pizza party’ – for some, a couple of slices of pizza is a free meal, a welcome addition to those with lower weekly food budgets), to providing Hot Yoga classes, DAVEx talks (sic – they’re like TEDx talks, but more informative and truly inspirational) and mixology classes, in higher-end Build to Rent and purpose-built student accommodation (PBSA) buildings. Experience is relative.
Why amenities alone fall short
There are several reasons why amenities, on their own, are no longer enough to win the loyalty and advocacy of residents.
First, as mentioned earlier, amenities have become commoditised. When every property offers the same features, they cease to be a point of differentiation. Residents may appreciate having access to a gym or a cinema room, but these features are unlikely to be the deciding factor in their choice of where to live.
Second, the emotional experience is a much stronger driver of loyalty and advocacy. People remember how they were treated, how they felt, and whether they felt part of a community. These feelings are what lead residents to renew their leases, recommend a property to friends, and speak positively about their experience.
Third, positive feelings are more enduring than physical assets. A gym can become outdated, a cinema room can lose its novelty, but a sense of belonging and trust can last for years. Residents who feel emotionally connected to a property are more likely to overlook minor flaws or inconveniences, and they are more likely to become advocates for the community.
Finally, focusing solely on amenities can lead to a transactional relationship between operators and residents. If the only value being offered is access to physical features, residents may feel like they are just customers rather than members of a community. This can lead to higher turnover, lower satisfaction, and a weaker sense of loyalty.
What truly matters to residents
So, if amenities are not enough, what does matter to residents? The answer lies in a set of emotional needs that are universal, regardless of age, background, or lifestyle. These needs are not always easy to measure, but they are deeply felt and have a profound impact on satisfaction and loyalty. We see these topics appear in surveys and reviews across PBSA, Build to Rent and co-living – indeed, granular analysis of free text comments and survey scores highlight the positive impact they can have on the ‘lived experience’.
Psychological safety
At the most basic level, people want to feel safe and comfortable in their homes. This goes beyond physical security, though that is certainly important. Psychological safety is about feeling that you can be yourself, express your needs, and raise concerns without fear of judgement or reprisal. It is about knowing that your privacy will be respected, that you will be treated with dignity, and that your wellbeing matters.
At Homes for Students, our properties are members of the Safe Space Alliance, an LGBTQI+ led nonprofit organisation that helps people identify, navigate, and create safe spaces for LGBTQI+ communities worldwide – a strategic partnership that’s incredibly important to us to ensure our residents feel safe and able to express their true, authentic selves while they live with us.
Responsiveness
When issues arise, as they inevitably do, residents want to know that their concerns will be taken seriously and addressed promptly. Whether it is a maintenance problem, a noise complaint, or a question about their lease, timely and empathetic responses build trust and satisfaction. Residents who feel ignored or dismissed are unlikely to stay loyal, no matter how many amenities are on offer.
Community
People are social creatures, and most of us crave some form of connection with those around us. This does not mean that everyone wants to attend parties or group events, but having opportunities to interact, share experiences, and build relationships is important. A sense of community can make a building feel like a home rather than just a place to sleep.
Personal touches
Small gestures can make a big difference. Remembering a resident’s name, celebrating their birthday, or acknowledging their feedback shows that they are seen as individuals rather than just numbers. Personal touches create a sense of belonging and make residents feel valued.
Transparency
Clear, honest communication is essential. Residents want to know what is happening in their building, whether it is a planned maintenance project, a change in policy, or an upcoming event. Being transparent, especially when things go wrong, helps to build trust and prevent misunderstandings.
Practical steps to deliver emotional value
Delivering on these emotional needs requires more than good intentions. It requires a deliberate, consistent approach that is embedded in every aspect of the resident experience. Here are some practical steps that operators can take to create emotional value for their residents:
Train teams in empathy and service skills
Every interaction with a resident is an opportunity to build or erode trust. Investing in training for all staff, from the front desk to maintenance teams, ensures that everyone understands the importance of empathy, active listening, and problem-solving. Staff should be empowered to go the extra mile, to treat residents as individuals, and to resolve issues quickly and fairly.
Design spaces for both interaction and privacy
The physical environment plays a significant role in shaping the resident experience. While communal spaces are important for fostering connection, it is equally important to provide areas where residents can enjoy privacy and quiet. Not everyone wants to socialise all the time, and respecting different preferences is key to creating a welcoming environment.
Flexible spaces that can be adapted for different uses, from group events to solo study, allow residents to choose how and when they engage with the community. Thoughtful design can encourage interaction without making it feel forced.
Gather, act on and communicate feedback
Regularly seeking feedback from residents demonstrates that their opinions matter. This can be done through surveys, suggestion boxes, focus groups, or informal conversations. The crucial step is to act on the feedback received and to communicate what changes have been made as a result.
Residents are more likely to feel valued when they see that their input leads to real improvements. Platforms like StudentCrowd and Homeviews offer sector specific and trusted ongoing reviews, while regular surveys from Investor in Students bring depth, detail and actionable strategic insights at scale.
Share and celebrate community stories
Highlighting the achievements, stories, and contributions of residents helps to build a sense of community and pride. This could be as simple as sharing a resident’s success story in a newsletter, recognising someone who has gone out of their way to help others, or celebrating milestones and events together.
Sharing positive stories, both online and in-person, reinforces the idea that the community is more than just a collection of individuals living in the same building. It is a place where people support and inspire each other.
Support resident wellbeing in meaningful ways
Wellbeing goes beyond physical health. Operators can support residents by providing access to mental health resources, organising workshops on topics such as stress management or financial planning, and partnering with local organisations to offer services and support. Showing a genuine commitment to the wellbeing of residents builds trust and loyalty.
The new value equation
The landscape of student accommodation and Build to Rent is changing. Amenities are still important, but they are no longer enough to set a property apart. The real differentiator is the emotional experience that residents have, the sense of belonging, trust, and value that is created through every interaction and every aspect of the environment.
Operators who understand this new value equation and who invest in creating emotional value will be the ones who succeed in attracting and retaining residents, building strong communities, and earning positive word of mouth. It is not about having the flashiest features or the most luxurious finishes. It is about making people feel at home.
Invitation for discussion
What do you think? Have you found that emotional value makes a bigger difference than amenities in your community? How are you building emotional value for your residents? I would love to hear your thoughts and stories.
In summary
The future of student accommodation and Build to Rent lies not in the next big amenity, but in the everyday moments that make residents feel welcome, respected, and part of a community. We’ve always known this but have perhaps lost our way in the forest of value-propositions, (so-called) key selling points (slides, mini golf courses and YouTube rooms).
The value equation that truly matters lies in connections, care and trust.
