How to maximise PBSA occupancy from January intake

For student property managers, the January intake of students offers an opportunity to fill your remaining rooms as the prime lettings season draws to a close. If you adopt a strategic approach, you can attract students who are beginning their university courses in January and maximise your occupancy. Here are some effective strategies to ensure you fill as many rooms as possible during the January intake period.

1. Understand your audience

Students starting in January often include international students, postgraduates, or those on non-traditional academic schedules. Understanding their unique needs and preferences is crucial. Tailor your marketing messages to highlight the benefits of your accommodation for these specific groups.

2. Leverage digital marketing strategies

When trying to capitalise on the January intake of students, having a clear property marketing strategy is key. There are lots of different channels you can leverage to see success:

• Social media campaigns: Utilise platforms like Instagram, X, and TikTok to reach potential students. Create engaging content that showcases your facilities, amenities, and community atmosphere. Use targeted ads to reach students who are likely to start in January.
• Search Engine Optimization (SEO): Ensure your listings are optimised for search engines on your own website and any other channels you advertise on. Use keywords that prospective students might search for, such as "student accommodation January intake" or "PBSA January start."
• Google Ads: Run Google Ads campaigns targeting keywords related to January intake. These ads can direct traffic to a dedicated landing page for January starters.
• Email: Reach prospective tenants’ inboxes directly with targetted email campaigns for students who are part of the January intake to maximise your chances of conversion. With a StuRents Pro or Business Marketing package, your properties could feature in daily remarketing emails highlighting properties which match specific student search preferences. 

3. Create a dedicated landing page

Develop a specific landing page on your website for students starting in January. Highlight available rooms, particular amenities, and testimonials from current residents. It’s also important to make the booking process as simple and straightforward as possible to maximise conversions.

4. Offer promos, discounts, and incentives

Incentives can be a powerful motivator for students. You could consider offering:

• Discounted rates: Provide a discount for the first month or a reduced overall rate for students booking for January.
• Flexible contracts: Offer flexible contract lengths to accommodate varying course durations.
• Referral programmes: Encourage current residents to refer friends with incentives like rent reductions or gift cards.

5. Collaborate with local universities

Partner with local universities to promote your accommodation. Universities often provide information to new students about housing options so you should ensure that your PBSA is listed as a recommended option. You could even offer exclusive deals for students from these institutions.

6. Host virtual tours 

Many students in the January intake will be researching their accommodation options online and might be pressed for time. Virtual tours can be a great way to showcase your property when prospective tenants can’t view in person. You can add virtual tours to your listings on StuRents so students can get a real feel for your property. 

7. Engage with current residents

Your current residents can be your best advocates. Encourage them to share their positive experiences on social media and review sites. Positive word-of-mouth can significantly impact prospective tenants' decisions.

8. Highlight key amenities and services

Students are looking for more than just a place to sleep. Highlight amenities like high-speed internet, study areas, social spaces, and fitness facilities. Emphasise any unique services you offer, such as shuttle services to campus, organised social events, or 24/7 security.

9. Streamline the booking process

Making your booking process as user-friendly and easy as possible will increase your chance of conversion. Provide clear information on availability, pricing, and the steps to secure a room. You could also add Book Now buttons to your listings which allows tenants to book your accommodation directly from the listings. 

10. Monitor and adjust your strategy

Continuously monitor the performance of your marketing efforts. Use analytics to track which strategies are most effective and adjust your approach accordingly. Flexibility and responsiveness can significantly improve your chances of filling your rooms.

Enhance your property’s visibility with StuRents

By implementing these strategies, you can attract students starting their courses in January and maximise your occupancy. Tailoring your approach to meet the unique needs of these students and leveraging digital marketing can make a substantial difference in your January intake success.



Want to enhance your reach? List your rooms on StuRents, the UK’s leading student accommodation listings platform with over 3.5 million annual views every year.