Our partnership with ESG tech specialist Utopi is a great example. At our £400m Square Gardens co-living development in Manchester, sensors across 1,772 apartments and communal spaces provide live insights into energy use and environmental conditions.
By Bay Downing, Joint-CEO at Downing
Purpose-built student accommodation (PBSA) is no longer just about providing a bed. Across the UK, I see operators increasingly using technology and data to understand how students live, how they interact with their buildings, and how their experience can be improved.
At Downing, we’re at the forefront of this, exploring how AI, smart building systems, and real-time insights can shape more personalised, supportive, and sustainable student living.
In this piece, I want to share how we are embedding data-driven decision-making into our developments, what we’ve learned so far, and where I believe the next wave of innovation will take our sector.
AI-powered enquiries: faster, smarter, more human
Today’s students expect instant answers, but not at the cost of personalisation. That’s why we’ve introduced AI tools like VerbaFlo to provide enquiry responses that are not only fast but also contextualised to each student’s stage in their decision journey. By analysing intent and sentiment, AI helps ensure the right response, at the right time, in the right tone.
For me, the important point is that AI doesn’t replace our human teams; it enhances them. By taking away repetitive tasks, our staff can focus on high-value conversations and give students a more empathetic and human experience from the very first touchpoint.
The impact has been significant. Since integrating AI-driven chat automation, we’ve seen a 500% increase in captured leads within 30 days and a 1,200% rise in interactions. Prospective students can even complete bookings directly through the chat interface, without additional staff intervention.
Beyond operational efficiency, we’re using marketing data to shape our product and service offerings. By better understanding which features students value most, and where they want to study, we can optimise developments, target communications more effectively, and refine the student experience based on evidence rather than assumption.
Data-led sales and vertical integration: turning insight into action
Leasing velocity and occupancy rates have always been central to PBSA success, but how we achieve them is evolving. At Downing, and through our real estate investment arm Aboria Capital, we’re now leveraging data across development, operations, and investment management.
Our vertically integrated model allows seamless data flow throughout the property lifecycle. Day-to-day operational insights from our buildings directly inform investment and development decisions. That enables us to be more responsive and evidence-led in our strategies. By embedding data capture at every stage, Aboria can monitor portfolio performance in real time, respond to market shifts, and optimise returns, turning insight into action.
AI tools support this process by analysing market and operational data, automating workflows, and streamlining decision-making. The result is stronger outcomes for both students and investors.
Most importantly, this approach improves the student journey. By controlling every touchpoint, from first enquiry to move-out, we can deliver seamless experiences: digital booking flows, mobile-first onboarding, app-based maintenance, and personalised communication. Each interaction generates new insights that feed back into our systems, continuously improving operations, elevating satisfaction, and strengthening investor returns.
Sustainability through smart systems
Technology also plays a central role in tackling one of the sector’s biggest challenges: sustainability. Smart building systems, combined with real-time data monitoring, help reduce energy use, anticipate maintenance issues, and flag inefficiencies before they become costly. This means lower carbon emissions and reduced operating costs, a win-win for students, operators, investors, and the environment.
Our partnership with ESG tech specialist Utopi is a great example. At our £400m Square Gardens co-living development in Manchester, sensors across 1,772 apartments and communal spaces provide live insights into energy use and environmental conditions. The results speak volumes: significant energy savings, reduced overheating, and improved tenant comfort across the scheme.
Personalisation at scale: what the future holds
Looking ahead, I believe the next breakthrough in PBSA will be highly personalised engagement, where AI anticipates student needs, supports wellbeing, and helps foster thriving communities. Marketing will move away from broad campaigns towards tailored, one-to-one connections at scale. Leasing will evolve from transactional processes into adaptive, student-centred journeys with enhanced predictive analytics.
At Downing, we’re already starting to leverage AI-driven engagement and marketing analytics to understand not just what students do, but why. These insights allow us to create more relevant and appealing offerings and design developments that reflect genuine student preferences.
By harnessing AI, data, and integrated operations, our sector has the opportunity to move from reactive management to proactive, insight-driven decision-making. The prize is clear: more personalised student experiences, smarter and more sustainable operations, and stronger, more resilient returns.
As I see it, those operators who embed purposeful technology and truly leverage data-driven strategies will be best placed to adapt, innovate, and elevate standards for the next generation of students.
This is an article from PBSA News, see more industry news on their website.