At Hunterlodge, we’re constantly tracking shifts in student preferences, including the critical decision of whether to live at home or move to halls. With financial pressures and accommodation availability influencing this choice, universities have an opportunity to connect more meaningfully by adapting their messaging. Here’s how universities can address these needs effectively:
Key Insights from TSR’s “Home or Halls?” webinar
TSR’s recent research shows that 90% of students decide whether to stay home or move well before applying. While 24% plan to stay at home, 76% are looking to move away, making financial factors and housing availability key influencers.
1. Decision Drivers
Nearly half of students who stay at home do so to save on accommodation costs, often viewed as more burdensome than tuition fees. And for those moving away, independence is a motivator. Still, 77% consider affordable housing essential, and over half might stay if ideal courses were offered locally.
2. Accommodation Preferences
With 55% of students adjusting their university choices based on housing availability, affordability, Wi-Fi, and amenities rank highly, along with security and ensuite bathrooms.
3. Support Needs
Commuter students rely on public transport and need clear information on transport options and campus facilities, while residential students seek guidance on moving logistics and integrating into campus life.
View from the Lodge
Universities need to adapt their communications to today’s financial and logistical realities. In our recent article responding to the recent rise in tuition fees, Kim McLellan, Hunterlodge’s Managing Director, emphasises, “With higher fees, universities need to work harder to demonstrate value, bridging marketing and recruitment to maximise enrolment.” Here are a couple of ideas to help you utilise these insights in your marketing efforts:
- Localised Digital Campaigns: Potentially use targeted digital channels like programmatic display and mobile advertising to promote in-demand courses near student hubs. Or for more broad university advertising, you could think about using addressable TV or DOOH (digital out of home) that showcases why you’re the ‘local’ university.
- Home and Halls Specific Content: Offer video tours of cost-effective housing, plus “day-in-the-life” content that showcases life for both commuter and residential students. Try to include social stories from real students to give your content some authenticity and relatability.
The competition to attract students is set to intensify, but at Hunterlodge we’re ready and excited for this challenge. So, if you need an agency who thinks differently and has its fingers on the pulse, then get in touch directly to kim.mclellan@hunterlodge.co.uk
