SlideShare a Scribd company logo
Survey Results Surprised Many:
What Does International Generation Z Want?
www.we-housing.com contact@we-housing.com +1 510-761-8000
2/15/2017 1
Speaker: Alan Gao, CEO of WeHousing
agao@worldelites.com
www.we-housing.com contact@we-housing.com +1 510-761-8000
2/15/2017 2
Survey Methodology and Results ··································································· 3
Five Misconceptions & Facts About Chinese Students ······························ 4
Chinese Students: Three Personas and Their Stories ································· 9
Marketing Practice Examples ·········································································· 12
Q&A ····················································································································· 15
Schedule
www.we-housing.com contact@we-housing.com +1 510-761-8000
Survey Methodology
Methodology
Exploratory Research:
Int’l Gen Z’s journey of
apartment hunting
Method: Open-ended
Questions in Telephone
Interview
Sample Size: 40
Descriptive Research:
Influencers and
preferences in selecting
an apartment
Method: Online Survey
Sample Size: 350 WE
members attending PU,
UA, UMN and UIUC
2/15/2017 3
Misconception No.1- “Chinese Students Go with Luxury Housing Over Dorm Rooms.“
www.we-housing.com contact@we-housing.com +1 510-761-8000
Facts:
• Luxury student housing is one-of-a-kind experience which can not get in China.
• Majority are looking for inexpensive off-campus apartments.
23
212
32
65
8
15
7
20
0
50
100
150
200
250
$350-$400 $401-$450 $451-$500 $501-$550 $551-$600 $601-$800 $801-$900 >$901
WE MEMBERS MONTHLY RENT IN 2016/17
70%
19%
11%
What type of apartments do Chinese
students choose?
Inexpensive
$350-$500
Value of Money
$501-$600
Luxury
$601-$900
2/15/2017 4
Misconception No.2- Location is the No.1 influencer.
www.we-housing.com contact@we-housing.com +1 510-761-8000
Facts:
• 3 most important influencers: Safety is of the utmost importance, followed by price and location.
USC Campus
Data Source:
http://maps.latimes.com/neighborho
ods/neighborhood/university-
park/crime/
2/15/2017 5
www.we-housing.com contact@we-housing.com +1 510-761-8000
Facts:
• Do not assume students know nothing about your apartments.
• Chinese students do discuss apartment and management.
WeHousing Apartment Report: Real Picture, On-site Tour.
WeChat:
Where Chinese students
communicate with each
other.
2/15/2017 6
Misconception No.3- Reputation has less influence to Chinese students.
www.we-housing.com contact@we-housing.com +1 510-761-8000
Location, location, location!
Safety is
Facts:
• Chinese Gen Z’s preference on off-campus apartments varies a lot.
• Understanding students’ preference is critical to a successful leasing year.
0%
10%
20%
30%
40%
50%
60%
70%
80%
safty
convenience
location
floorplanPrice
utility included
furniture
Question:“How does your apartment attract you?”
Univ. of Minnesota
univ. of illinois urbana-
champaign
University of Arizona
Purdue University
On Average
2/15/2017 7
Misconception No.4- There is one-size-fits-all marketing strategy to reach oversea renters.
www.we-housing.com contact@we-housing.com +1 510-761-8000
Facts:
• It takes efforts and lots of trust to apply on apartment’s system, especially for first time renters.
• Chinese students need assistance in application, whether it be online or on site.
Has the leasing office
received my
payment/application?
What exactly does
the lease term
mean?
Technical issue…
Any body can
help?
Are the
apartments as
good as
advertised?
Uncertainty
2/15/2017 8
Misconception No.5- Online application system is convenient for Chinese students.
www.we-housing.com contact@we-housing.com +1 510-761-8000
2/15/2017 9
Personality Psychological Needs
Housing Needs
Brand
Interest
TAG
Profiling
Safety
Transportation
Community
Price
Information
Security
Self Experience
Authority
Social
Chinese Students: Three Personas and Their Stories
www.we-housing.com contact@we-housing.com +1 510-761-8000
2/15/2017 10
Personality Psychological Needs
Housing Needs
Brand
Interest
TAG
Profiling
Safety
Transportation
Community
Price
Information
Security
Self Experience
Authority
Social
Chinese Students: Three Personas and Their Stories
www.we-housing.com contact@we-housing.com +1 510-761-8000
2/15/2017 11
Personality Psychological Needs
Housing Needs
Brand
Interest
TAG
Profiling
Safety
Transportation
Community
Price
Information
Security
Self Experience
Authority
Social
Chinese Students: Three Personas and Their Stories
www.we-housing.com contact@we-housing.com +1 510-761-8000
2/15/2017 12
1. WeChat is the No.1 social networking tool.
24/7 customer service for students in China or USA.
Marketing Practice Examples-Social Networking
www.we-housing.com contact@we-housing.com +1 510-761-8000
2/15/2017 13
2. Live video streaming is a marketing gimmick.
Marketing Practice Examples-Social Networking
www.we-housing.com contact@we-housing.com +1 510-761-8000
2/15/2017 14
3. Handbook: Everything you need to know about renting an apartment.
Marketing Practice Examples-Content Marketing
One Stop Booking Platform.
Marketing, Booking and Leasing.
Alan Gao | agao@worldelites.com | 510-764-5000 | www.we-housing.com

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International Generation Z's Renting Behavior

  • 1. Survey Results Surprised Many: What Does International Generation Z Want? www.we-housing.com contact@we-housing.com +1 510-761-8000 2/15/2017 1 Speaker: Alan Gao, CEO of WeHousing agao@worldelites.com
  • 2. www.we-housing.com contact@we-housing.com +1 510-761-8000 2/15/2017 2 Survey Methodology and Results ··································································· 3 Five Misconceptions & Facts About Chinese Students ······························ 4 Chinese Students: Three Personas and Their Stories ································· 9 Marketing Practice Examples ·········································································· 12 Q&A ····················································································································· 15 Schedule
  • 3. www.we-housing.com contact@we-housing.com +1 510-761-8000 Survey Methodology Methodology Exploratory Research: Int’l Gen Z’s journey of apartment hunting Method: Open-ended Questions in Telephone Interview Sample Size: 40 Descriptive Research: Influencers and preferences in selecting an apartment Method: Online Survey Sample Size: 350 WE members attending PU, UA, UMN and UIUC 2/15/2017 3
  • 4. Misconception No.1- “Chinese Students Go with Luxury Housing Over Dorm Rooms.“ www.we-housing.com contact@we-housing.com +1 510-761-8000 Facts: • Luxury student housing is one-of-a-kind experience which can not get in China. • Majority are looking for inexpensive off-campus apartments. 23 212 32 65 8 15 7 20 0 50 100 150 200 250 $350-$400 $401-$450 $451-$500 $501-$550 $551-$600 $601-$800 $801-$900 >$901 WE MEMBERS MONTHLY RENT IN 2016/17 70% 19% 11% What type of apartments do Chinese students choose? Inexpensive $350-$500 Value of Money $501-$600 Luxury $601-$900 2/15/2017 4
  • 5. Misconception No.2- Location is the No.1 influencer. www.we-housing.com contact@we-housing.com +1 510-761-8000 Facts: • 3 most important influencers: Safety is of the utmost importance, followed by price and location. USC Campus Data Source: http://maps.latimes.com/neighborho ods/neighborhood/university- park/crime/ 2/15/2017 5
  • 6. www.we-housing.com contact@we-housing.com +1 510-761-8000 Facts: • Do not assume students know nothing about your apartments. • Chinese students do discuss apartment and management. WeHousing Apartment Report: Real Picture, On-site Tour. WeChat: Where Chinese students communicate with each other. 2/15/2017 6 Misconception No.3- Reputation has less influence to Chinese students.
  • 7. www.we-housing.com contact@we-housing.com +1 510-761-8000 Location, location, location! Safety is Facts: • Chinese Gen Z’s preference on off-campus apartments varies a lot. • Understanding students’ preference is critical to a successful leasing year. 0% 10% 20% 30% 40% 50% 60% 70% 80% safty convenience location floorplanPrice utility included furniture Question:“How does your apartment attract you?” Univ. of Minnesota univ. of illinois urbana- champaign University of Arizona Purdue University On Average 2/15/2017 7 Misconception No.4- There is one-size-fits-all marketing strategy to reach oversea renters.
  • 8. www.we-housing.com contact@we-housing.com +1 510-761-8000 Facts: • It takes efforts and lots of trust to apply on apartment’s system, especially for first time renters. • Chinese students need assistance in application, whether it be online or on site. Has the leasing office received my payment/application? What exactly does the lease term mean? Technical issue… Any body can help? Are the apartments as good as advertised? Uncertainty 2/15/2017 8 Misconception No.5- Online application system is convenient for Chinese students.
  • 9. www.we-housing.com contact@we-housing.com +1 510-761-8000 2/15/2017 9 Personality Psychological Needs Housing Needs Brand Interest TAG Profiling Safety Transportation Community Price Information Security Self Experience Authority Social Chinese Students: Three Personas and Their Stories
  • 10. www.we-housing.com contact@we-housing.com +1 510-761-8000 2/15/2017 10 Personality Psychological Needs Housing Needs Brand Interest TAG Profiling Safety Transportation Community Price Information Security Self Experience Authority Social Chinese Students: Three Personas and Their Stories
  • 11. www.we-housing.com contact@we-housing.com +1 510-761-8000 2/15/2017 11 Personality Psychological Needs Housing Needs Brand Interest TAG Profiling Safety Transportation Community Price Information Security Self Experience Authority Social Chinese Students: Three Personas and Their Stories
  • 12. www.we-housing.com contact@we-housing.com +1 510-761-8000 2/15/2017 12 1. WeChat is the No.1 social networking tool. 24/7 customer service for students in China or USA. Marketing Practice Examples-Social Networking
  • 13. www.we-housing.com contact@we-housing.com +1 510-761-8000 2/15/2017 13 2. Live video streaming is a marketing gimmick. Marketing Practice Examples-Social Networking
  • 14. www.we-housing.com contact@we-housing.com +1 510-761-8000 2/15/2017 14 3. Handbook: Everything you need to know about renting an apartment. Marketing Practice Examples-Content Marketing
  • 15. One Stop Booking Platform. Marketing, Booking and Leasing. Alan Gao | agao@worldelites.com | 510-764-5000 | www.we-housing.com