5 ways to market your PBSA for the September intake

With the new academic year fast approaching, the race is on to secure bookings. For PBSA providers, now is a critical window - peak demand for purpose-built accommodation tends to surge between June and September. (HMO demand usually spikes later, between October and December.)

That means your marketing strategy over the next few months could make all the difference to occupancy levels come September.

Whether you’re filling your final rooms or launching a brand-new scheme, here are five tried-and-tested ways to get your property in front of the right students - and convert interest into bookings.

1. Start early, and don’t stop

The biggest mistake providers make? Waiting too long to go live. Students are researching accommodation months in advance - especially first-years and international applicants looking for security and structure.

Get your listings up early and keep refreshing them with updated photos, offers, or availability to maintain visibility.

2. Focus on what students (and parents) care about

Speedy Wi-Fi. All-inclusive bills. Security. These features consistently rank top in student surveys, so make sure they’re front and centre in your listings and marketing materials.

Bonus points if you highlight communal areas, study spaces, or proximity to campus - these details help students imagine themselves living there.

3. Don’t rely on one platform

To maximise reach, you need to be visible where students are actually looking. That includes major listing sites, social media, and university accommodation portals.

If your property is only listed in one place, you’re likely missing a chunk of your target market.

4. Capture leads while they’re warm

If a student expresses interest, don’t leave them waiting days for a reply. Set up simple, direct enquiry options or allow students to book instantly. Every minute matters — especially when students are comparing multiple options at once.

Make sure you have a clear process in place to follow up with leads quickly and consistently.

5. Use limited-time offers to nudge bookings

A small incentive, like a rent discount or free transport pass, can tip the balance for students weighing up their options. Even a countdown or “last few rooms” message can create urgency.

Just be sure to time promotions around key decision-making periods: exam season, A-level results day, and university offer confirmations.

Make marketing easier with Concurrent

Managing availability, promotions, and leads across multiple channels can be a lot. That’s where Concurrent helps PBSA providers stay one step ahead:

• Channel Manager: Publish and update listings across platforms in a few clicks.
• Book Now & Hosted Enquiry Forms: Capture interest or bookings instantly, with no delays.
• Promo Tools: Run offers, price drops, or limited-time deals from one dashboard.
• Lead Tracking: See who’s engaged and follow up faster.
• Performance Reporting: Spot underperforming listings early and adjust before September.

Whether you’re ahead of target or still pushing for full occupancy, a strong marketing strategy - powered by the right tools - can make all the difference.