The Student Housing Leasing Toolkit: Everything You Need for a Successful Season

Leasing season in student housing is a high-stakes sprint. In a few intense months, you'll fill (or fail to fill) beds that determine your revenue for the entire year. This toolkit gives you everything you need — timelines, checklists, templates, and strategies — to run a successful leasing campaign.

The Student Housing Leasing Calendar

Timing is everything. Here's the typical leasing calendar for fall semester occupancy:

October - November (Prior Year)

• Launch renewal campaigns for current residents
• Set renewal incentives and deadlines
• Begin pre-leasing marketing for new prospects
• Update website, photos, and virtual tours

December - January

• Renewal deadline for current residents
• Release unreserved units to general market
• Ramp up digital advertising
• Host winter break tours for students and parents

February - March

• Peak leasing activity — all hands on deck
• Aggressive follow-up on leads and applications
• Monitor competitor pricing and adjust if needed
• Spring break marketing push

April - May

• Assess occupancy vs. goals
• Adjust pricing strategy based on remaining inventory
• Target late-decision students and transfers
• Prepare move-in logistics

June - July

• Final leasing push for remaining beds
• Waitlist management
• Move-out coordination for departing residents
• Unit turns and make-ready

August

• Mass move-in execution
• Welcome events and orientation
• Begin thinking about next year

The Pre-Leasing Checklist

Before your first prospect walks through the door, complete these essentials:

Marketing Materials

• Updated professional photography (units, amenities, common areas)
• Video tour or 360° virtual tour
• Current floor plans with accurate dimensions
• Pricing sheet with all rate tiers
• Amenity and feature highlight sheet
• FAQ document for common questions

Digital Presence

• Website updated with current info and CTAs
• Google Business Profile current and responding to reviews
• ILS listings updated (apartments.com, etc.)
• Social media content calendar created
• Paid advertising campaigns ready to launch

Leasing Operations

• Leasing staff trained and schedules set
• Tour routes planned and show units ready
• Application process tested end-to-end
• Screening criteria documented
• Lease documents updated for new term
• Payment processing verified working

Lead Management Best Practices

Speed to Lead

The single biggest factor in conversion is response time. Goals:

• Phone inquiries: Answer immediately or return within 1 hour
• Email inquiries: Respond within 2 hours during business hours
• Web form submissions: Automated acknowledgment + personal follow-up same day
• After-hours inquiries: First thing next morning

Follow-Up Sequence

Most prospects need multiple touches before converting. Standard sequence:

1. Initial response (same day)
2. Follow-up if no response (day 2)
3. Value-add touch — answer a common question (day 4)
4. Limited availability/urgency message (day 7)
5. Final check-in (day 14)

Lead Tracking

Track every lead from source to outcome:

• Lead source (ILS, website, referral, walk-in)
• Date of inquiry
• Tour scheduled? Completed?
• Application submitted?
• Lease signed?
• Lost reason if didn't convert

Tour Optimization

Before the Tour

• Confirm appointment 24 hours and 2 hours before
• Review prospect's inquiry — what are they looking for?
• Prepare show unit and check for issues
• Have application materials ready

During the Tour

• Start with discovery — understand their needs and timeline
• Show relevant unit types based on their situation
• Highlight features that match their stated priorities
• Introduce amenities and community features
• Address objections naturally as they arise

Closing the Tour

• Summarize what you showed and why it fits
• Ask for the application directly
• If not ready, establish next steps and timeline
• Provide take-home materials

Application Processing Workflow

1. Application received — Acknowledge immediately, set expectations
2. Completeness check — Follow up on missing items within hours
3. Screening initiated — Run credit, background, rental history
4. Decision made — Approve, conditional approve, or deny
5. Applicant notified — Same day as decision
6. Lease sent — Within 24 hours of approval
7. Signature chase — Follow up daily until signed
8. Deposit collected — Required to hold unit

Pricing Strategy

Early Bird Strategy

Reward early commitments with better rates:

• October-December: Best rates (5-10% below peak)
• January-March: Standard rates
• April-June: Premium for remaining inventory or discounts to fill

Occupancy-Based Adjustments

Monitor weekly and adjust:

• Ahead of pace: Hold or increase rates
• On pace: Maintain current strategy
• Behind pace: Introduce concessions or rate reductions

Competitive Positioning

Know your market position and price accordingly. You don't always need to be cheapest — but you need to deliver value at your price point.

Common Leasing Season Problems (and Solutions)

Problem: High No-Show Rate for Tours

Solutions: Confirmation calls/texts, easy rescheduling, ask for commitment ("We'll have a unit ready for you — can I count on you being there?")

Problem: Slow Application Processing

Solutions: Automate screening integration, template responses, dedicated processing time blocks

Problem: Unsigned Leases Piling Up

Solutions: Automated reminder sequence, deadline with consequence ("Unit released if not signed by Friday"), personal call from manager

Problem: Falling Behind Occupancy Goals

Solutions: Pricing adjustment, increased marketing spend, staff incentives, referral bonuses, outreach to waitlisted applicants from previous years

Technology Checklist

Modern leasing requires modern tools:

• Online applications — No paper, 24/7 availability
• Integrated screening — Results in minutes, not days
• E-signature — Sign from anywhere, legally binding
• Online payments — Collect deposits and rent electronically
• CRM/lead tracking — Know where every prospect stands
• Automated communications — Confirmations, reminders, follow-ups
• Reporting — Real-time visibility into leasing metrics