How to Win a University Nominations Agreement

Co-written with Claire Preston of Claire Preston Consultancy, who specializes in leasing strategies for PBSAs and BTR. 

Summer is just on the horizon. For students, that means beaches, hometown visits, and a much-needed break from lectures. But PBSAs are clocking in to make sure their beds are filled.

Student housing teams are in a critical phase of converting interest into occupancy. Each vacant room is a direct hit to the bottom line.

This persistent strain points to a deeper underlying issue: the lack of a sustainable long-term strategy.

University nomination agreements, or marketing referrals, can guarantee a steady influx of tenants. Universities want to help students find housing, but they can't always guarantee availability.

That’s where partnerships with student accommodations come in.

What is a University Nomination Agreement?

A university nomination agreement is a formal agreement where the university reserves a set number of beds or rooms in a PBSA. It could also be known as a "marketing referral" in some cities. In return, the university helps fill those spaces by promoting them to students.

There are two types of agreements:

• Soft Nominations: Universities refer students to PBSAs and potentially receive a commission for each successful placement.
• Hard Nominations: The university assumes financial responsibility for the rooms. They also handle contracts and payments, paying the PBSA for any unfilled beds.

Benefits of Nomination Agreements

While guaranteed occupancy is one of the biggest benefits of a nomination agreement, there are many more ways that a PBSA could benefit from it. A nomination agreement can provide long-term value due to:

Lower Marketing and Customer Acquisition Costs

Students tend to book with university-endorsed PBSAs due to the implied trust. This alone can help cut down on acquisition costs. Students may also choose to rebook once they're in, making lease renewals smoother and more cost-effective.

Stronger Brand Association

Affiliation with a university is a huge win for student housing properties. It proves that the PBSA upholds a certain standard of quality and reliability, which can make all the difference in a competitive market. This trust can extend to the students' families, who often play a major role in housing decisions.

Asset Stabilization

Nomination agreements help keep student housing consistently occupied, which is important for maintaining stable income over time. This is known as asset stabilization. 

It means the property is less likely to have empty rooms or sudden drops in revenue. That stability is especially valuable in uncertain times, like when fewer students are enrolling or there's more competition. 

What Universities Look for When Selecting Nominees

Universities turn to PBSAs because their own housing supply can't always meet student needs. Nineteen towns and cities, including Preston and Bristol, faced at least a 10% undersupply of beds. This persistent demand presents a huge opportunity for PBSAs.

But there is a tradeoff.

Universities aren't just looking for extra space. They're looking for partners who are equally committed to student well-being. Any housing partner they endorse must meet high standards.

So, the question becomes: how can a PBSA stand out as the preferred choice?

1. Location and Quality of Amenities

Let's be honest; location plays a huge role in a university's decision-making process. Close proximity means easier access to public transport and student services. While location isn't a factor a PBSA can control once the property is built, it can still be favorable if it's in the cards.

PBSA properties that don't have the most favorable location can compensate with the quality of amenities.

Think back to when you were a student. What mattered most to you? While access to cafes and pubs might have been a huge plus, there was also the quality of your living space.

Comfortable beds, study spaces, and reliable Wi-Fi are foundational, so go beyond.

One key factor that PBSAs overlook is storage space. Storage space can feel like premium real estate when you're a student. Between the initial move, online shopping, and university life in general, students need flexible living spaces that can adapt to life's whims.

This means not only ample storage but also smart storage. Built-in cabinets, multi-functional furniture, and under-bed compartments can go a long way. While this feature may seem small, it's a thoughtful approach to student needs.

2. Functional Facilities

Convenience and comfort are major winning points in the PBSA market. Universities seek partners who support students' academic, social, and personal development.

Gyms

Physical fitness is central to Gen-Z culture. More than trends, activities like pilates and weightlifting are closely tied to mental health and stress management. On-site fitness facilities demonstrate a proactive approach to supporting a balanced lifestyle.

Laundry and Bin Areas

Operational details matter because they show how well a PBSA understands student routines. When laundry and waste areas are intuitive and easy to access, they remove unnecessary friction from student life.

Social Spaces

Community is essential to the university experience. Gen Z often seek peer support, and such relationships become the primary source of encouragement, advice, and stress relief. Game rooms, study cafes, or lounges help foster a sense of belonging and balance, which universities increasingly recognize as crucial to student well-being.

Security

Safety is non-negotiable for students, parents, and universities alike. A PBSA's security measures can become a deciding factor in nomination agreements.

Features like 24/7 CCTV, secure entry systems, on-site staff presence, and clear emergency protocols prove that a PBSA takes student safety seriously. It's not about preventing incidents. It's about creating a conducive environment where students feel protected and confident.

3. Smart Technology

Gen-Z has grown up with technology at their fingertips. They're tech-savvy and expect the spaces around them to reflect that.

Ticketing Systems

Maintenance and repairs are inevitable in every property. While PBSAs should stay on top of regular maintenance, unexpected issues (like a broken water heater or a leaky pipe) can arise anytime.

A reliable ticketing system allows students to report issues and PBSA staff a clear way to manage requests. A good ticketing system:

• Helps staff prioritize and delegate tasks
• Provides timely status and progress updates, and
• Gives a direct line of communication with management

Parcel Management

Parcel deliveries are a constant, whether it's study material, care packages from home, or an online shopping order. A parcel management system ensures that students receive their parcels promptly and securely. However, managing parcel deliveries can be a logistical nightmare, not just for students.

Students often place multiple orders at once. Multiply that by the number of students in a PBSA, and it can become a torrential flood.

Tech-driven parcel management can make the workflow more seamless for students and PBSA staff alike. Parcel Tracker, for example, has features like:

• Camera-based OCR scanning for quick intake
• Automated notifications and reminders for transparency
• Barcode scanning for fast retrieval
• Tags and labels to organize parcels by recipient, room, building, and more
• Real-time tracking to monitor parcels from arrival to collection

Embracing efficient, tech-enabled solutions not only lightens the operational load. They also demonstrate a clear commitment to student-first thinking, where convenience, speed, and reliability are built into the living experience.

4. Operational Flexibility

Strong nomination agreements thrive on mutual trust, adaptability, and shared purpose. Well-managed housing is essential, but what sets a PBSA apart is its ability to act as a collaborative partner. Universities want partners they can rely on long-term and won't incur new costs or risks.

For example, when a university partners with a PBSA, it entrusts them to handle all administrative responsibilities. For this to work, the PBSA must align with university standards. The less the university has to interfere, the more successful the partnership becomes.

Nomination Agreements: Contract Details

Responsibilities of Each Party

This defines who handles what and manages expectations between each party, from maintenance to pastoral care and student disputes. A clear definition of responsibilities reduces confusion and operational friction. Universities usually expect PBSAs to handle maintenance and student welfare support while they provide marketing, nominate students, or liaise with student services.

Room and Payment Schedules

Nomination agreements outline how many and what types of rooms are being allocated. This may include studios, en-suites, or accessible units. Universities may request a mix of room types or the flexibility to shorten or extend tenures.

Some universities prefer block booking and make bulk payments. Others may choose to receive commission for individual placements. In some cases, the university may underwrite a portion of the rooms, guaranteeing payment regardless of occupancy.

Payment timelines should align with student loan disbursements where possible.

Copies of Tenancy Agreements

Universities may request copies of the agreement to ensure it aligns with their needs. Some may want to co-author these documents in certain areas or negotiate certain terms of the agreement.

Key Dates and Rent Adjustments

Nomination agreement contracts should define important milestones like start/end dates and rent payment deadlines. Most agreements will also include clauses around year-on-year rent increases. Some may cap annual price increases or require approval from the university.

From Proposal to Signature

Finalizing a nomination agreement usually follows a three-stage process:

1. Agreement on Heads of Terms. Both parties agree on the main operational and commercial points (room types, quantity, pricing, and responsibilities)
2. Legal Review. The legal teams from both parties will review the draft contract and amend where necessary.
3. Countersigning. Once all terms are approved, both parties sign to finalize the agreement.

Tips for PBSAs

Nomination agreements vary between universities, but most include several core components. Getting these details right is crucial for legal clarity and sets the tone of collaboration.

Networking

Strong university partnerships often start small. It's not about contacting an entire department, but identifying the right person in it. Prioritize building relationships with key decision-makers and nurturing them.

Stay involved in your community and start with universities in your immediate area. Attend events like university galas, graduations, and conferences. Remember that the goal is to stay visible and top-of-mind.

PBSAs that are active participants in the wider community ecosystem stand out. Involvement in city-wide safety groups like councils and police positions PBSAs as a responsible community partner.

Manage Your Expectations

One key tip from Claire Preston of Claire Preston Consultancy is to manage your expectations.  

A clear mutual understanding of each party's role is crucial for a successful partnership. Communication is key to ensuring expectations remain aligned as each party's needs evolve.

One common point of friction between universities and PBSAs is the level of involvement a university expects. Some may want to have an active role in student conduct and welfare. Others may prefer the PBSA to handle these independently.

Always clarify operational boundaries in the early stages of the relationship to avoid misunderstandings.

Timeline for Nomination Agreements

Nomination agreements happen year-round, but timing is critical if you want to prepare for the influx.

Drafting Agreements (12-18 months before the academic year)

12-18 months before the academic year may seem a bit overkill, but there's a reason why agreements start so early. Universities need time to assess potential partners and gather internal approvals. It also gives them time to align their marketing plans with student recruitment cycles.

PBSAs can leverage this period to understand a university's specific needs, such as short-term lets, postgraduate rooms, etc.

Ideal Signing Time (12 months in advance/September)

September is when universities begin preparing housing recommendations for the following year. This timing lets you use current leasing and performance data to support your proposal. Delaying beyond this point can mean missing out on official university housing lists or open day presentations.

Contract Finalization (1-4 months)

The nomination agreement process, from the first draft of the contract to the final signature, can take anywhere between one and four months. This may depend on the complexity of the contract, negotiations, and legal reviews.

Nurturing Relationships (All year)

Nomination agreements are not a one-and-done thing. It's the beginning of an ongoing partnership. Strong relationships with both universities and students create a cycle of trust, stability, and long-term demand.

Universities value providers who stay engaged year-round. Regular feedback loops and visible presence keep PBSAs top of mind during future housing decisions.

It's just as crucial to maintain a good relationship with students. Students who feel supported are more likely to rebook and speak positively about their experience.

Building Strong Partnerships for Long-Term Success

Nomination agreements are a powerful tool for student accommodations. PBSAs can secure long-term partnerships that drive success year after year by creating spaces that meet student needs.

Take the next step in refining your operations and ensuring your PBSA stands out as a top choice for students and universities.