At StudentCrowd we believe we have the most comprehensive Data & Insights for the UK Student Accommodation market, but don’t just take our word for it. We have interviewed Zara McGeiver, our Data Solutions Lead who worked within PBSA for 10 years before joining StudentCrowd in 2023.
“I really loved StudentCrowd and saw so much value in the Insights & Analysis Tool, so I was delighted when I had the opportunity to join the team and work on the data & insights products.”
Zara, tell us more about your background within PBSA.
I began my journey in the PBSA sector in 2014 when I joined Vita Student, as a fresh-faced, 20-something Senior Sales Manager. This served as my first step into the industry and I haven’t looked back since!
Following that, I joined HFS where I worked for 5 years, working my way up to Head of Client Relationships and, more recently, Dwell Student, where I oversaw the Sales and Marketing function. Over the course of my decade-long career in this industry, I have held various roles that provided me with a comprehensive understanding of the market.
My experience spans sales and marketing, client management, operations and even identifying where and what to build. I have successfully managed student properties while collaborating closely with marketing and operational teams, allowing me to gain valuable insights into the needs of both students and property owners.
When did you first come across StudentCrowd?
I first came across StudentCrowd in 2018 at Homes for Students when we initially purchased enhanced property profiles. I was impressed by their comprehensive approach to capturing student feedback, which, in my view, is crucial for making informed decisions.
The user-friendly platform and the depth of the insights available sparked my interest right away. I love how only verified students can leave reviews as it means the platform is authentic and fully reflective of the student mindset.
We experienced such a great return on investment that we became eager to explore further advertising options. That’s when we were introduced to the dataset, and the rest, as they say, is history!
What did you use StudentCrowd Insight & Analysis for?
In my previous roles I used the tool almost daily, particularly during my time at HFS, where we managed over 200 properties across various cities—that's too many markets for one person to store in their head! I utilised StudentCrowd for a range of functions, including advising investors on where and what to build, pricing strategies, setting rental rates, and monitoring competitor incentives.
The sheer volume of data and competitors we had to oversee meant I relied heavily on the data for market research and competitor analysis. This tool provided us with valuable benchmarks that allowed us to understand occupancy rates, student preferences, and pricing strategies.
As it is the only data source on the market that captures 100% of the PBSA in the UK, it was instrumental in shaping our marketing campaigns and making informed decisions regarding property management. The insights derived from this data underpinned our strategies and were consistently applied during new business tenders, giving us a clear picture of the market and enabling us to develop the best strategy for each scheme to reach 100% occupancy.
When considering your source of industry data, what things were important to you?
I focused on obtaining a comprehensive view of the market, which is why I sought out services that listed 100% of the market—any less is not the true picture. Only StudentCrowd could provide this.
I had used another provider prior but they only listed circa 40% of the market and it was essential to ensure that I had the whole picture. I prioritised accuracy, ease of use, and authenticity in the tools I chose.
With a large team relying on this data, I needed a solution that everyone could easily navigate, regardless of their technical expertise. I wanted resources that didn’t just present raw data but also provided actionable insights to help us tackle specific challenges.
Furthermore, ease of use and the capability to visualise data effectively were critical factors in my selection process.
What challenges did our Data & Insights help resolve?
Where do I begin? StudentCrowd helped me tackle several key challenges, such as understanding changing student preferences in real-time and responding to market fluctuations. With access to detailed feedback from students, we were able to quickly identify and resolve issues related to pricing, service quality, and amenities, leading to improved occupancy rates and satisfaction.
One of the significant wins was the ability to enhance our marketing strategies by using the insights from StudentCrow. We tailored our messaging to better resonate with students, resulting in a noticeable uptick in inquiries and bookings. Additionally, we successfully implemented changes that improved resident satisfaction scores, which in turn had a positive impact on our retention rates.
Access to StudentCrowd's data significantly streamlined our meetings. Instead of getting bogged down in debates about which data source was correct, we could now focus on actionable insights directly from the data we had. This shift transformed our discussions from being often tense and subjective to being data-driven and collaborative.
As a result, our decision-making process was much more efficient, allowing us to quickly identify priorities and implement strategies that truly resonate with our students. Overall, leveraging data from StudentCrowd allowed us to make smarter decisions that drove success in a competitive market.
What were the big wins for you in your PBSA career as a direct result of using our data?
There have been so many! The market can change quickly, and being able to click a button and have the full market analysis in front of me in under 30 seconds was the game changer. This is something that would have previously taken the team a lot of time to pull together, having the ability to swiftly assess market conditions, allowing for timely and informed decisions regarding rent adjustments that maximised occupancy rates.
This is particularly useful if you simply don't have the resource—it's a PA in your pocket. The insights enabled us to identify a lack of social engagement, so we tweaked the calendar to fit the students’ schedule better, enhancing community engagement among residents, boosting tenant satisfaction and resulting in higher re-bookers.
Moreover, these data-driven strategies helped us secure numerous new schemes and partnerships that broadened our reach and impact in the market.
Overall, the integration of data not only improved our operational efficiency and risk management but also elevated our marketing efforts, leading to greater returns on investment.
With your PBSA hat on, what would your advice be to anyone considering investing in our Insights & Analysis Tool?
To quote Nike, just do it!
