Better student housing with a unified data platform

At the end of 2023, Chicago-based Article Student Living was acquired by a global real estate investment company, which allowed the business to expand, and enabled it to make key investments in the high-demand student housing market. But because Article was growing so quickly, managing one of the largest student housing portfolios in the US, it needed to be more intentional about operational efficiency. “There are a lot of moving parts across our properties,” says Erica White, the company’s SVP of technology and strategic innovation. “Managing everything at our physical residences is crucial to ensure smooth resident experiences, and it’s equally important to guarantee efficiency within our internal operations.” Article’s technology strategy of creating integrated, scalable systems has been key to success.

“In line with this, we understood that the more real-time insights and data we had available across our rapidly growing portfolio of properties, the more efficient we could be,” she adds. The goal was to bring everything together, which meant combining third-party solutions, like cloud-based cameras, with the brand’s centralized property reporting system to create an integrated environment capable of delivering actionable insights around property performance and resident satisfaction. “Article’s approach to innovation is built on three key pillars: user experience, employee experience and engagement, and increasing asset value,” she says.

According to White, the decision to develop a centralized property reporting system stemmed from a need for a highly customized, efficient way to manage data across the portfolio. “Off-the-shelf solutions simply didn’t offer the level of flexibility and integration we required to make real-time, data-driven decisions,” she says.

The reporting system, called Unite, is a custom, unified platform that integrates data at scale, allowing Article to enhance resident experiences, improve employee engagement, and drive asset value. Unite can ingest data from myriad sources in real-time to quickly make the best decisions. One way Article is creating this single pane of glass is by using cloud-based camera technology from Rhombus. These cameras deliver real-time monitoring and provide automated alerts, and by using Rhombus’ open API, Article can combine camera data with other critical systems like access control to create a cohesive and intelligent ecosystem.

The visibility delivered by these solutions makes it easier to troubleshoot issues and gain insights around how properties are being used. For example, heatmap data can be accessed from different properties to determine where residents congregate. This information is used to make better site planning decisions in the future. According to White, this data-driven approach has resulted in measurable improvements for the business. For example, staff have reduced footage review time by over 90%, with automated event tagging replacing manual searches.

More data, more efficiency

For Article Student Living, gen AI is more than a buzzword — it’s a practical tool already making a significant impact across the business. “Generative AI allows us to synthesize large data sets into actionable insights, such as analyzing resident feedback, leasing patterns, and market trends to predict occupancy rates or to identify the amenities that resonate most with prospects, says White. They’re also using an AI chatbot to reach out to residents, based on certain triggers and parameters. If someone has missed a payment, for example, they’ll be sent a reminder. This has streamlined the rent recovery process, she adds.

As part of its efficiency overhaul, Article created self-guided tours so prospects can explore properties at their own pace. Essentially, students can log into an app and access a self-guided tour route that takes them through the property. “Self-guided tours eliminate barriers such as scheduling conflicts or the need for in-person staff availability, especially during peak leasing seasons,” she says. “This solution aligns with our broader mission of leveraging technology to create exceptional resident experiences. By integrating self-guided tours with smart access systems and CRM platforms, you’re able to streamline the leasing journey, reduce friction points, and empower prospective residents to envision their life in our communities on their terms.”

Implementing self-guided tours has really been transformative, she adds. For example, 56% of self-guided tours take place outside traditional business hours, giving prospects the flexibility to explore properties at their convenience. “Self-guided tours are no longer just a convenience — they’re a strategic advantage, modernizing how we engage with prospects and improving our ability to meet them where they are,” she says.

Looking back on this project, White highlights the importance of considering broader organizational goals, and ensuring that investments contribute to long-term growth. For Article, it was about continuing what it was already doing but bringing in the right tools and using the right data to do it more efficiently. “Simply having data isn’t enough,” she says. “You also need to know what to do with it and how you can use it to drive better insights into property performance, resident satisfaction, and operational efficiency. For us, the goal is for any new initiative or technology to drive measurable value, whether it’s through improved operational efficiency, reduced costs, or enhanced resident retention.”