Students opt for affordable accommodation over quality

The UK's university students are placing the affordability of their accommodation ahead of living standards when selecting their digs, a survey reveals.

The findings from The Property Marketing Strategists' (TPMS) Youth Forum found that 61% of undergrads didn't bother checking if their home was accredited.

This is despite 52% acknowledging that having such credentials mattered to them.

Quality student lodgings

The survey quizzed more than 300 students to gauge their grasp of quality benchmarks in student lodgings.

The research paints a clear picture: cost trumps comfort, with 36% of respondents noting that the rent they'd paid didn't noticeably alter the standard of their accommodation.

Landlords and PBSA providers pour lots of effort and funds into meeting industry criteria to earn accreditation, yet the survey suggests these efforts are falling flat.

That's because accommodation quality badges aren't being flagged up to students, leaving them unable to distinguish between compliant properties and those falling short.

However, 71% of those polled said they'd pay more for a certified property, underscoring a need for better outreach from landlords, universities and advisers.

Identify assured student homes

Victoria Tolmie-Loverseed, the interim deputy chief executive at Unipol, said: "The findings of this research are particularly interesting, not only emphasising the importance of using jargon-free language when communicating with students, but additionally, it highlights the need for accessible visual references to ensure students can easily identify assured properties."

She added that her organisation is now looking at ways it can showcase code-approved properties.

After a student's first year, 64% leaned on their university's stamp of approval for reputable residences.

This hints that a tweak in marketing tactics by landlords could sharpen their edge in a competitive market while offering students greater reassurance.

National Code criteria

The report also looks at the perceptions around accreditation and students linked it to essentials like gas and structural safety.

Fewer of them were clued up on student-specific standards, such as student tenant or service quality.

The National Code outlines that accreditation should ensure fire safety compliance, professional management, timely repairs and robust complaint handling.

Yet students boiled it down to simpler expectations with one saying: "The ability to meet certain needs and support students, you know, to meet specific requirements", or "There should be certain rules and regulations, or certain norms and standards – for example, safety."

What students want

When it comes to must-haves, electricity, gas safety and maintenance topped the list of student wants, while first-aid provision and overall experience barely registered. Focus group members also tossed in energy efficiency, sustainability and staff courtesy as factors they'd like assessed.

Though 71% were willing to pay a premium for accredited pads, rising expenses and a student housing crunch shifted their focus away from quality.

One student said it might matter more to parents - suggesting a disconnect between priorities.

Student certified homes

The researchers say that with students open to paying more for certified homes, providers should spotlight these credentials clearly.

Accreditation often ranks low on their checklist bit that is possibly because it's not dangled in front of them.

Mystery shopping feedback from TPMS reveals operators' investment in quality seals isn't trickling down to the audience.

It says too that universities and national schemes could step up, educating students on what to seek out and why it counts.

Student landlords need to promote themselves

The managing director of Accommodation for Students, Simon Thompson, said: "For student landlords, the message from this research is loud and clear: affordability reigns supreme in students' minds, but there's untapped potential in flaunting quality credentials.

"With 71% of student tenants willing to pay more for certified digs signals a golden opportunity - if only they knew what to look for.

"The disconnect lies in communication, and landlords who bridge that gap could not only fill their properties but also command a premium in a competitive market."

He added: "Students are hunting for bargains among rising costs, but they're not blind to quality which means landlords with quality student accommodation need to promote it."