This month, UniversityParent launched an innovative new tool that allows companies to demonstrate their commitment to the crucial but unnamed stakeholders in student housing: parents.
The idea for the tool was born to UniversityParent’s founder and CEO Sarah Schupp about a year ago at the InterFace Student Housing Conference in Austin, Texas.
“I was leading a roundtable discussion to kick off conference about the things that parents look for in student housing, mostly in terms of marketing,” says Schupp. “One of the things that we’ve seen at UniversityParent is that properties typically advertise with images of people partying and having lots of fun—not exactly a place someone wants to imagine their son or daughter!”
“As we were having that discussion, we learned that most of these companies really do think about parents as one of the primary decision makers, but they don’t necessarily think of their marketing strategy as needing to share a different message as a result.”
“So that was our idea—that we could really help student housing companies showcase the things that parents are actually looking for.”
The program is simple. Student housing companies start by applying through the website. They fill out a survey and/or complete an interview assessing how well they meet the expectations of their tenants’ parents. Questions cover issues such as care and upkeep, safety, transportation, distance from campus, and parking.
“What we’re trying to do is to understand, if students’ moms or dads were on the tour with them, what are the kinds of things that they would want to know from their experience?” Schupp explains.
Developments that earn the award receive a plaque to display in their lobby and a window cling for the front door. In addition, they’re given a digital badge for their website that links back to an article on UniversityParent that details the specific reasons why their facility has earned the right to be called “Best for Parents.”
Not every company that applies can expect to be approved. Poor lighting, a lack of on premise security, and the absence of deadbolt locks are all the kinds of concerns that can disqualify a facility from earning certification. Additionally, if companies aren’t forthcoming about what is and is not included in the lease, or if their marketing promotes services that are not performed, they’re unlikely to earn the award.
Companies that fail to meet the Best for Parents standards receive a full refund, minus processing fees.
So far, three facilities have earned the title of Best for Parents, and American Campus Communities has received a blanket certification marking their commitment as a company to maintaining facilities that are great for families and students.
To find out more about the program—how it works and how it might benefit you—visit UniversityParent.com.
Equal Housing Opportunity
