Operators managing both student housing and conventional apartment communities are increasingly viewing graduating students as a valuable source of long-term residents rather than one-time renters. This shift recognises that students, once familiar with a brand and satisfied with their housing experience, represent a natural pool of prospective renters for conventional properties and beyond.

According to data from the National Student Clearinghouse Research Center, undergraduate enrolment rose 3.5 percent year-over-year to 15.3 million by the spring of this year, highlighting the ongoing size and importance of the student renter segment. Mary Cook, founder and president of Mary Cook Associates, frames the opportunity clearly: "Today’s student housing resident is tomorrow’s build-to-rent or multifamily renter." By fostering trust through thoughtful design and cohesive brand experiences, developers and operators can encourage residents to remain within their property portfolios post-graduation.

Marketing to current student residents is considered a cost-effective strategy. Since these renters are already familiar with the brand, resident acquisition costs are lower, and conversion rates tend to be higher when compared to new prospects. Scott Berka, senior managing director of brand and customer experience at Greystar—one of the largest operators with 132 student housing properties and over 75,000 beds—explains that the company aims to provide graduating students with seamless housing transitions. Greystar is even partnering with Merrimac College on a 540-bed project set to open in 2026, positioning itself well for future tenant retention.

Customer service remains foundational in building resident loyalty. Operators like Greystar enhance value through partnerships with reward platforms such as BILT, allowing students to earn rewards for rent payments, and collaborations with vendors like AT&T and Uber Eats. Landmark Properties, which is developing a $110 million student housing complex near the University of Michigan’s Ann Arbor campus, conducts biannual resident satisfaction surveys not only to maintain a strong brand but to ensure the company remains top-of-mind as students graduate and search for housing elsewhere.

Cross-marketing efforts begin early, with many operators reaching out to juniors and seniors well before graduation. Greystar’s proactive campaigns target thousands of graduating students through email, reporting high engagement and resulting in 300 new leases across its portfolio in 2024 alone. Similarly, Cardinal Group, which recently expanded into the Build-to-Rent (BTR) market, tailors seasonal marketing to local student residents nearing graduation, promoting its conventional apartment options within the same submarket. Justine Tuma, Cardinal’s portfolio sales and marketing manager, describes strategies like "sister property partnerships" that facilitate awareness and ease of transition for students planning to remain in areas like Denver after college.

In addition to communication, incentives play a significant role in encouraging students to stay within an operator’s portfolio. Cardinal offers concessions dependent on property owners’ input, while Landmark plans to roll out campaigns including rent discounts, free months, and moving cost contributions exclusively for student renters moving into their BTR properties. These perks align with Gen Z renters’ values, which include authenticity, transparency, sustainability, convenience, and technological access.

Industry experts emphasize that cultivating brand loyalty at the student housing stage can pay dividends across multiple life stages and property types. Mary Cook sees the potential for students to progress from student housing to conventional rentals, to BTR communities, condominiums, and eventually even 55-plus housing. Christine Gustafson, vice president of marketing and public relations at The Breeden Co., also stresses the importance of holistic portfolio strategies. While not every resident can be retained—some may buy homes or relocate for jobs—the goal is to create connected experiences across properties that keep loyal renters within the brand.

This approach reflects a growing trend among leading operators such as Greystar and Cardinal Group, which leverage their scale, diverse portfolios, and innovative marketing tactics to build sustainable resident pipelines from undergraduate enrolment through various stages of life. As student housing continues to be a critical entry point, operators who successfully nurture long-term relationships with residents stand to benefit from reliable occupancy and reduced acquisition costs, ensuring a competitive edge in the evolving multifamily housing market.