Is your PBSA brand one burst pipe away from a backlash?
When students choose where to live, they’re not just comparing rents or looking at glossy prospectuses anymore. They’re scrolling. They’re swiping. And more than ever, they’re trusting the candid voices of their peers over the polished narratives of operators.
According to What Do Students Want?, a 2024 report by theEword, 18-year-olds are turning to platforms like YouTube, TikTok, and Instagram to guide their accommodation decisions. Not just for photos, but for experiences. From “day in the life” vlogs to room makeovers and brutally honest reviews, social media is shaping student perceptions of your brand long before they’ve visited your website.
Students trust student voices
Source: What Do Students Want? theEword 2024 report
45% of students now use YouTube to research accommodation, with Instagram and TikTok not far behind. These platforms aren’t just where students hang out – they’re where trust is built. User-generated videos, especially those from residents themselves, are some of the most trusted online sources for choosing accommodation.
And with that trust comes power.
Students today aren’t afraid to “name and shame” accommodation providers who let them down. Search TikTok and you’ll find countless videos showcasing flooded bathrooms, mouldy ceilings, and damp-infested bedrooms. These posts are more than rants – they’re reputation risks. And unlike formal complaints, they’re often seen by thousands (if not millions) of potential future residents.
Reputation is fragile. Experience is everything.
For PBSA operators, the reputational fallout from a single negative video can be swift and damaging. It’s no longer enough to react to problems; operators need to pre-empt them. One of the fastest ways to lose a student’s trust – and risk public backlash – is to let water leaks, damp, or maintenance failures go unchecked.
As theEword report makes clear, accommodation quality is a cornerstone of the student experience. Poor communal areas and unexpected issues like water damage or lack of quick repair responses can sour a student’s view and drive negative reviews.
The best solution? Don’t give residents a reason to complain in the first place.
Proactive protection beats damage control
Smart water management – like Watergate for student accommodation – helps PBSA operators stay ahead of the problem. Our system detects and automatically stops leaks before they cause damage. That means fewer complaints, fewer emergency callouts, and, most importantly, happier residents.
It also means protecting your physical asset. Leaks, damp and mould not only degrade the student experience, but also create long-term damage to your buildings, driving up operational costs and reducing asset value.
By using a proactive leak prevention solution, you’re doing more than just damage control. You’re making a statement: resident wellbeing matters, and you’re serious about quality.
Eco-friendliness: a deciding factor
Source: What Do Students Want? theEword 2024 report
Another important point for operators to consider is the growing weight students place on eco-credentials. While price and reviews are key influencers, eco-friendliness also stands out as a major consideration in accommodation choices – especially among environmentally aware Gen-Z students.
Watergate’s technology doesn’t just prevent water damage – it reduces water waste. Our system gives students visibility into their consumption, encouraging sustainable habits. And for operators, it’s a way to deliver on ESG commitments, reduce utilities bills, and differentiate your brand in a competitive market.
It’s a win for students, for sustainability, and for your bottom line.
A better experience. A stronger brand.
The student accommodation market is evolving. With more digital-first decision-making, peer-led reviews, and rising expectations around comfort, sustainability, and community, the bar is higher than ever.
Your buildings need more than just strong Wi-Fi and a gym. They need to deliver a consistently great experience – and that means ensuring the basics never let you down. No one posts a viral TikTok when everything works perfectly. But when a leak ruins a laptop, or mould creeps across a wall? That’s social media gold for all the wrong reasons.
By investing in solutions like Watergate, you’re investing in peace of mind – for both you and your residents.
Final thought
Reputation is earned one experience at a time. In a world where students are both your tenants and your content creators, that experience is increasingly shaped by what happens after they move in.
Watergate helps ensure that what happens is all good news.
Learn how Greystar achieved 68% water savings with Watergate’s smart water management system in student accommodation.
Gareth is a self-confessed ‘water geek’ and sits on a number of industry water efficiency working groups. He is Commercial & Communications Director at Watergate.