‘STUDENT LIVING’ MODEL

From: Powell Communications
Published: Thu Feb 08 2007


Following a successful pilot launch in Nottingham city centre, the UK’s second Student Living office, has launched in Lincoln.

It’s a new brand for Belvoir – whose network of more than 90 offices in the UK and Northern Ireland has established them, over the last decade, as the country’s leading property letting specialists.

The normal identity, which has proved so successful in the mainstream lettings sector, was not used, in this context, as a completely separate franchise, image and marketing policy was developed for Student Living.

The franchise brand was specifically designed to attract student attention – using the right marketing mix of zany photography, bright colours, contemporary fonts, offbeat angles, copy language and modern To Let board design underpinned by a strong Internet presence.

Younger staff, who relate to the University generation, pitch Student Living into ‘Freshers Week’ - placing targeted brochures and leaflets at Student Union offices as well as bars and restaurants frequented by undergraduates.

With property maintenance and cleaning programmes slotting into the student year cycle and rent collections scheduled alongside student loan payments, Belvoir Chief Executive Mike Goddard is "quietly confident that we’re hitting the right note".

He explains: "The key factor in this sector is the ability to attract increasingly sophisticated student tastes.

"They are finding traditional Victorian terraced bedsit properties very unfashionable and the new demand is for quality homes – usually financed by parents who prefer their children to have modern tailor-made accommodation with all mod cons.

"Students look for properties in a different way – which is why our Internet presence is so strong. They create an exciting, very competitive market in which landlords have quickly realised that we can let student properties faster than them.

"It’s been no surprise, then, that the Student Living brand has found a successful niche that promises to roll out across the UK over the next few years."

Student Living is at www.studentliving.com
Belvoir is at www.belvoirlettings.com



ENDS


For further information or to set up an interview please contact:
Caroline Barnes or Anssah Hussain
Powell Communication Consultants
T: 0161 8285400
E: caroline.barnes@powell-pr.co.uk

Company: Powell Communications
Contact Name: powells
Contact Email: caroline.barnes@powell-pr.co.uk
Contact Phone: 0161 8285400

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