Carolina Housing’s ProblemStudents Are Moving Off-Campus at an Increasing

Rate

Jacqueline BrunsonRachel Grotheer

JP HusseyPeter Murphy

2

Table of Contents

01Introduction

02 03Analysis Conclusions

• Carolina Housing’s Problem

• Gathering Information

• Overview of Factors• Cost• Distance• Advantage of

Apartments• Carolina Housing's

Response• Carolina Housing's

Plan

• Conclusions• Recommendations

for Carolina Housing

Pages 5-6 Pages 15-16Pages 3-13

12/17/2016 3

3

Executive Summary

Students are leaving university housing for off-campus alternatives at an alarming rate, creating lost revenue and undesirable vacancies

Off-campus living has advantages in price, location and atmosphere. Carolina Housing is finding creative ways to attract students to stay on-campus. We recommend the following to

improve their efforts:

Parking AvailabilityTwo-Way Communication A Value Option

Develop better forms of communication between

students and Carolina Housing to better receive and convey information

Provide more parking options so on-campus

students can live a more mobile lifestyle and keep

their car at college

Create a cheaper housing option to appeal to more

financially-conscious students and their families

01 Introduction

12/17/2016 5

5

Introduction

UNC students are choosing houses and apartments over on-campus housing On-campus student housing is unable to fill up rooms as student preferences shift

Problems for UNC arise when on-campus options aren’t fully utilized. This results in empty dorms and lost university revenue. The associate director of Carolina Housing has recognized the issue of operating with vacancies in dorms.

“We are opening at a little over 90% occupancy. Our awareness [of a change in student preferences] has been heightened.”Problems for students arise when they don’t always receive their preferred housing option. Students have to sign leases around mid-October in order to secure ideal housing, prompting students to commit early to leaving campus.

On-campus dorms and apartments

LUX

Houses

Shortbread Lofts

Warehouse Apartments

Chapel Ridge

The Village Apartments

And many more

Sources: Rick Bradley, Daily Tar Heel

12/17/2016 6

6

Introduction

We researched reasons for the switch to off-campus housingWe used primary research to understand student motivations and apartment strategies

SurveysWe conducted a survey targeted towards students. This simple questionnaire gave us insight on the reasoning for choices in the housing selection process, and received 130 responses.

Questions included:• What year are you?• How many years did you live

on campus?• Rank these factors in how

relevant they were in your housing selection process

InterviewsWe discovered the main selling points for individual apartment complexes, through interviews with representatives at each table at the UNC Housing Fair.

We interviewed Rick Bradley, Associate Director of DHRE, and Joseph Vinar, former Housing Advisory Board member, for insights on what UNC Housing has done to increase occupancy.

CalculationsWe calculated and analyzed housing costs pertaining to single and double bedrooms, as well as the distance to key locations of various housing options.

Surveys

InterviewsCalculations

02 Analysis

12/17/2016 8Analysis

8

Students consider many factors when deciding to move off-campusStudents ranked cost and distance as the two most important pieces of the puzzle

Cost of Rent

Cost of Utilities

Number of Bathrooms

Single Room

Kitchen & Amenities

Distance from

Campus

Parking Services Provided

Student Survey

Sources: Student Surveys

Students in our survey ranked the following factors, from most to least important when searching for housing options. Cost and distance were the most significant factors, by a large margin. This provided insights that influenced our recommendations.

#1 #2 #3 #4

#5 #6 #7 #8

12/17/2016 9Analysis

9

Dorm Rams Lux Ware-_x000d_H

ouse

Short-_x000d_B

read

House Town-_x000d_H

ouse

$0$200$400$600$800

$1,000$1,200

Quantitative analysis reveals off-campus housing’s advantage in costCost is the most significant factor in students’ motivation to move off-campus

For single rooms, on-campus housing options range from $943–$1002 per month, with off-campus ranging from $611–$1079 per month. This wider price range means that students can tailor their living situation to their budget and preferences by moving off-campus.

Students often split a room to save money. On-campus, a double ranges from $805–$930, while off-campus options are as low as $335. Students are leaving campus because they can save more than 50% on a double room by doing so.

For only $4 per month more than an on-campus double, a student can have their own single room in an off-campus house.

Single Rooms Cost Less Off-campusRent Per Month, Single Room

Doubles Offer Even Greater SavingsRent Per Month, Double Room

◼ On-Campus ◼ Off-Campus

Dorm Rams Lux Ware-_x000d_House

Short-_x000d_

Bread

House Town-_x000d_House

$0

$200

$400

$600

$800

$1,000

◼ On-Campus ◼ Off-Campus

Sources: UNC Housing and Private Apartment Websites

12/17/2016 10Analysis

10

Proximity to Franklin Street’s amenities makes off-campus housing attractiveOff-campus housing is much closer to Franklin and only marginally farther from campus

Students in our survey cited location as the second-most important factor when deciding where to live. 

On-campus dorms offer the shortest walks to classes, libraries, and dining halls. However, the walk to Franklin Street can take more than 20 minutes. 

Off-campus housing is slightly farther from campus, averaging a 16-minute walk to The Pit compared to 12 minutes on-campus. However, it is much closer to the restaurants, bars, and retail of Franklin Street.

Because off-campus housing is much closer to Franklin Street and only marginally farther from campus, many students leave dorms sooner rather than later.

Off-Campus Is Farther From The PitWalking Time to To The Pit (minutes)

Off-Campus Is Closer To Franklin Street

Walking Time to Franklin Street (minutes)

◼ On-Campus ◼ Off-Campus

◼ On-Campus ◼ Off-Campus

Dorm

Rams Vila

ge Lux

Ware-

_x000

d_Hou

se

Short-_

x000

d_Bre

ad

House

Town-_

x000

d_Hou

se05

10152025

Dorm

Rams Vila

ge Lux

Ware-

_x000

d_Hou

se

Short-_

x000

d_Bre

ad

House

Town-_

x000

d_Hou

se05

10152025

Sources: Google Maps

12/17/2016 11Analysis

11

Houses are the leading option for off-campus living, but apartments are on the riseApartment complexes compete in various ways to draw in potential tenants

Houses provide students with their own space and essentially full-blown independence. They’re commonly the first choice for many students, but the tides are turning towards apartment complexes.

Apartments provide the convenience of on-campus housing without sacrificing the independence of living off-campus.

Shortbread and Lux appeal to students with their high-quality amenities including their gyms, coffee lounges, furniture and exclusive building events.

All apartment complexes provide an option for parking as well as closer access to the nightlife available on Franklin Street and in Carrboro.

Off-Cam

pus H

ouse

Shortb

read

Lofts Lu

x

Greek

Hous

ing

Wareh

ouse

Other

0%2%4%6%8%

10%12%14%16%18%20%

1 out of every 5 Carolina students lives in an apartment complex

Sources: Student Surveys and Interviews with Apartment Managers

Most Popular Off-Campus Destinations Percent of Students in Housing Option

12/17/2016 12Analysis

12

Carolina Housing has already done a lot to improve living on campusHousing has made changes during 2015 and 2016 to increase occupancy rates

The Housing Advisory Board, formed by student Community Governors, has played an instrumental role in providing Carolina Housing with students’ opinions and feedback. Based on this advice, Carolina Housing began several initiatives in hopes of improving on-campus living and increasing retention. 

Renovated bathrooms and floors in Upper Quad and Lower Quad to compete with modernized apartments

Converted 20% of Upper Quad and Spencer to single rooms to attract students who want more privacy

Installed branding in first year communities to emphasize the “Carolina Experience”

Established Pride Place as a Living Learning Community to support LGBTQ students

Added Maker Carts as enhancements to allow students to explore cooking, sewing, robotics, web design, and 3D printing

Sources: Rick Bradley and Joseph Vinar

12/17/2016 13Analysis

13

Carolina Housing will continue to improve on-campus livingIt will launch new projects in 2016 and 2017 to keep more students on campus

Carolina Housing has taken on several exciting initiatives to provide better facilities and engage residents academically.

Gourmet KitchenIn Mangum

Maker SpaceIn Carmichael

Extra LoungesIn Grimes

Text Here Text Here

To meet student desire for better kitchens and cooking

facilities

To provide a physical space that facilitates

entrepreneurship and creativity

To encourage formation of strong community among

students

Sources: Rick Bradley

03 Conclusions

Conclusion

15

Off-campus living has advantages in price, location, and atmosphereCarolina’s initiatives to combat these challenges have not been communicated effectively

Carolina Housing Struggles to Retain Students On-CampusAs most of us have experienced, students at Carolina are required to live in on-campus housing for their first year (barring a few exceptions).

However, seemingly no matter how hard Carolina Housing and RHA tries to keep students on-campus, students end up leaving after their freshman or sophomore year. According to Rick Bradley, the Associate Director of Carolina Housing, “students are leaving campus housing at an increasing rate every year”.

Carolina Housing Faces Many Obstacles in Appealing to StudentsOff-campus houses and apartments hold an advantage in most things that students deem important. Living off-campus caters to the priorities of many students, as options are typically cheaper, provide more independence and are closer to the rest of Chapel Hill.

Carolina Housing faces a lot of unique difficulties due to the nature of the department. They lack state and university funding and face stringent building standards. Yet in the face of this adversity, Carolina Housing has begun to introduce initiatives to combat students leaving campus housing.

Carolina Housing Has Implemented Initiatives But Has Room to GrowCarolina Housing has begun the fight against off-campus housing by selling an experience and providing the students with what they want. They have started creating more single rooms and enhancing some of the amenities in some of the older dormitories.

They have created a cohesive branding effort and have introduced brand new program initiatives to get students excited about on-campus living. However, the lack of communication to students about these initiatives remains an issue.

Sources: Rick Bradley, Daily Tar Heel

Conclusion

16

On-campus housing can make strides to attract student interestChanges should be better communicated and accommodate factors of parking and cost

Two-Way Communication

Although Housing has done a lot to improve on-campus living, many students have never heard of initiatives that might convince them to stay on-campus.

Residents could benefit from an increased social media presence by Carolina Housing to communicate changes and renovations to on-campus housing.

Carolina Housing could also benefit from student feedback to more effectively tailor improvements to student preferences.

Parking Availability

Students heavily weigh the possibility of having a parking spot at a convenient location when considering various housing options.

Carolina Housing could provide more student parking on campus. This will make cars far more accessible than the RR lot, which is not within walking distance.

Students are more likely to stay on campus if they have the convenience of a car within walking distance.

A Value Option

Cost is a large deterrent to staying on campus for all four years, and Carolina housing should make an effort to combat this.

UNC could cut costs by repurposing a portion of the residence halls to only include basic amenities.

They could lower the cost of the value dorms by converting shared space into individual rooms, eliminating the budget for individual residence hall programming, and limiting spending on community enhancements.

12/17/2016 17

17

Bradley, Rick. “Carolina Housing.” Personal interview. 26 Oct. 2016.

"Floor Plans & Rates." Townhouse Apartments. N.p., n.d. Web. 25 Oct. 2016.

"Google Maps." Google Maps. N.p., n.d. Web. 25 Oct. 2016.

Hussey, JP. "BUSI 401 Student Housing Survey." SurveyMonkey Inc. SurveyMonkey Inc., 19 Oct. 2016. Web. 19 Oct. 2016. <https://www.surveymonkey.com/r/NLH957Q>.

Kolstad, Erin. "More Students Turn to Off-campus Housing." The Daily Tar Heel. N.p., 28 Aug. 2015. Web. 21 Nov. 2016. <http://www.dailytarheel.com/article/2015/08/more-students-turn-to-off-campus-housing>.

Kryzskoski, Brian. “Chapel Ridge Apartments.” Personal interview. 26 Oct. 2016.

"Our Floor Plans." Luxury 2, 3 & 4 Bedroom Student Apartments in Chapel Hill, NC. N.p., n.d. Web. 25 Oct. 2016.

"Our Floor Plans." The Warehouse. N.p., n.d. Web. 25 Oct. 2016.

"Our Floor Plans." Lux at Central Park. N.p., n.d. Web. 25 Oct. 2016.

Peterson, Billy. “Shortbread Lofts.” Personal interview. 26 Oct. 2016.

"Rates | UNC Chapel Hill Housing and Residential Education." UNC Chapel Hill Housing and Residential Education. N.p., n.d. Web. 25 Oct. 2016.

Vinar, Joseph. “Housing Advisory Board.” Personal interview. 26 Oct. 2016.

Williams, Anna. "University Closed Stacy and Everett Due to Low Housing Enrollment." The Daily Tar Heel. N.p., 16 Aug. 2015. Web. 21 Nov. 2016. <http://www.dailytarheel.com/article/2015/08/university-closed-stacy-and-everett-due-to-low-housing-enrollment>.

Works Cited