The hereSAY PBSA Leasing Benchmark
What separates a PBSA viewing that ends in a booking from one that does not?
This is our first dedicated PBSA Leasing Benchmark. It brings together a year of mystery shopping across UK purpose-built student accommodation: more than 500 in-person viewings across over 110 schemes and 15 operators, every one carried out by a genuine student.
Product standards across the sector are strong, and most guides are friendly and knowledgeable. Even so, scheme scores range from 91% to 44%. The building doesn't explain that gap. What happens on the viewing does.
Download the report here:
The benchmark in numbers
500+ in-person viewings by genuine students
110+ schemes across 15 operators
69% overall benchmark average
91% to 44% range in scheme scores
One finding worth knowing now
We identified three behaviours, all delivered by guides, that consistently separate the strongest viewings from the rest.
When a guide includes all three, the share of students who would book rises from 60% to 92%.
None of the three depends on the building, and every one of them can be coached. The report sets out what they are and how to embed them on every tour.
What's inside the report
The three guide behaviours that drive booking intent, and how much each one adds
Sector scores across all seven stages of the student leasing journey
Where PBSA loses the most ground, and why it happens outside the tour itself
How consistently schemes perform when they are visited more than once
How PBSA compares with Build to Rent, stage by stage
What students say about the best and worst viewings, in their own words
Three operational priorities for PBSA operators, ranked by measured impact
Who the benchmark is for
PBSA operators who want to see how their teams compare with the sector
Investors and asset managers who want evidence of how the leasing experience affects occupancy
Developers planning the operational model for new student schemes
Leasing and on-site teams looking for practical ways to improve conversion before the next booking cycle
Frequently asked questions
What is the hereSAY PBSA Leasing Benchmark?
It is the first dedicated hereSAY benchmark of the UK student accommodation viewing experience. It is based on more than 500 in-person mystery shopped viewings by genuine students across over 110 schemes and 15 operators.
How are schemes assessed?
Each viewing is scored against a structured framework covering seven stages of the leasing journey, from the first enquiry to the days after the viewing.
What is the average PBSA benchmark score?
69%, with individual schemes ranging from 91% to 44%.
Does the report compare PBSA with Build to Rent?
Yes. It compares the two sectors stage by stage, using data from the latest hereSAY BTR benchmark.