As PBSA continues to grow, so does the complexity of the challenges it faces. From development pressures and changing student expectations to workplace culture and operational demands, the industry is evolving quickly.

Recent discussions across The Community Hubs, a networking initiative started by The Class Foundation for rising professionals in PBSA, highlight the importance of collaboration and knowledge sharing.

The creation of the hubs came from the need to cultivate the talent needed to lead the future of PBSA. After the most recent edition, it has become clear: The future of PBSA will depend on developing a strong network of emerging leaders who understand the ins and outs of the sector, and the the importance of sector collaboration.  

These are some of the key takeaways and discussions that emerged from the most recent Hubs:

Investment Hub: The European PBSA Investment Barometer

Led by Richard Valentine-Selsey and Dominic Orchard | Savills

PBSA remains an important part of the solution to housing shortages in university cities. Purpose-built accommodation helps relieve pressure on wider residential markets while offering students a more suitable living environment.

However, delivering new supply remains challenging. Rising land values, construction costs, and labour shortages continue to affect development viability. At the same time, new models such as flex living and mixed-use developments are emerging, creating both competition and opportunities for diversification.

Future leaders will need to understand how investment strategy, policy engagement, and innovative housing models intersect.

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Marketing Hub: Community Engagement and Resident Connection (AI, UGC, and Brand)

Led by David Chadderton | Homes for Students

Student marketing is becoming more complex as digital behaviour evolves. AI tools are beginning to reshape how marketing teams produce content and analyse search trends. Some early signals suggest that generic search traffic may shift toward AI-driven platforms.

At the same time, younger audiences increasingly resist traditional advertising. Students often prefer authentic, peer-driven content rather than highly branded campaigns. User-generated content can play an important role, but it also raises questions about brand control and consistency.

For future PBSA leaders, building trust and communicating the value of student living will be key.

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Operations Hub: Maintaining Momentum and Preventing Burnout

Led by Jon Badge | Homes for Students

Operational success in PBSA depends on both planning and people. Busy operational periods require strong preparation, structured support for teams, and clear strategies to maintain service quality.

At the same time, the student experience remains at the centre of successful properties. Community-building activities such as shared meals, cultural celebrations, and small social events help residents feel connected. Often the simplest initiatives have the greatest impact.

Leaders who prioritise community and wellbeing will shape the day-to-day experience of student living, offering students an integrated student experience.

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HR & People Hub: Women’s Wellbeing in the Workplace

Led by Steph Wessel | Homes for Students

Workplace culture is becoming an increasingly important conversation within the sector. Topics such as menstrual health, PCOS, and menopause remain under-discussed in many workplaces, despite affecting a large proportion of employees.

Managers often want to support their teams but may lack the knowledge or confidence to address these topics. Education, open conversations, and clearer workplace policies can help organisations build more inclusive environments.

Supporting employees effectively will be a key responsibility for the next generation of PBSA leaders.

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PBSA’s Future Leaders Network: Returning in June

Across investment, marketing, operations, and people management, one theme stands out. The PBSA sector is interconnected. Decisions in one area increasingly affect outcomes in another.  

Creating networks of emerging PBSA leaders helps professionals share insights, collaborate across functions, and develop a broader understanding of the industry. What makes these spaces valuable is not only the conversation, but the openness behind them. Participants share best practices, lessons learned, and honest reflections on what works and what does not. That level of transparency creates stronger collaboration and helps move the sector forward.

The Community Hubs return this June, offering partners the opportunity to join conversations across investment, marketing, operations, and people. Participants can take part in more than one hub and connect with peers facing similar challenges across the industry.

Is your organisation a partner of The Class? You can sign-up for the next Hubs by clicking here.

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