American Campus Communities (ACC) is a leader in the study housing space, owning and managing approximately 130,000 beds across the nation. In addition, with extensive experience in design, finance, development, construction management, and operational oversight, the company has facilitated over 115 public-private partnerships at 65 colleges.
Overseeing the marketing, brand, and leasing strategies at ACC is Kimmy Kelley, chief marketing officer. Kelley joined ACC as a community assistant in 2001 while attending Texas A&M University. She came on board full time after graduation and has served in increasing capacities in leasing administration and community marketing. Now, she leads a team in leveraging data science, analysis, and marketing technologies to develop innovative campaigns that meet ACC’s occupancy and revenue goals.
Multifamily Executive caught up with Kelley discuss ACC’s latest tools and strategies to reach today’s student housing renters.
What are the top features and digital tools today’s students are expecting from their housing experience?
Students want housing that mirrors the convenience and personalization of the technology they use every day. Mobile-first leasing, digital rent payments, and app-based maintenance requests are now the standard, not the exception. At the same time, students view fast, reliable Wi-Fi as essential, ranking it alongside utilities like water and electricity, and expect smart access controls that allow seamless, secure entry to buildings, units, and shared amenities.
But convenience is only part of the equation. Students are increasingly looking for spaces that support their academic success and well-being. According to our 2025 Trend Report, the features most valued for study are high-speed internet, noise control, and natural lighting, with frequent requests for reservable rooms, extended printing access, and café-style study areas to support both focus and collaboration. These expectations underscore that digital tools must not only simplify logistics but also help activate the spaces where students learn and connect.
Move-In is another defining moment. It is the hardest two weeks of the year for our teams but also the most rewarding. This fall, nearly 100,000 students moved into 125 ACC communities, supported by staff who bring energy, commitment, and heart to every interaction. For residents, the process begins digitally, with move-In forms completed through their portal and mobile check-in, before arriving to a first-day experience that combines seamless technology with warm, personal hospitality. Communities that balance both set the tone for belonging and connection from day one.
How has Gen Z’s mindset around “fast and frictionless” living reshaped student housing compared with just a few years ago?
Gen Z has grown up with instant access, so their tolerance for complicated or outdated systems is low. That mindset has pushed student housing to evolve quickly, moving from paper-heavy leasing to streamlined digital platforms, replacing physical keys with mobile entry, and offering real-time support through apps and chat. What used to be considered a premium feature is now the standard.
The result is a housing experience that mirrors the convenience of ordering food or booking a ride, where every step is designed to be immediate, intuitive, and accessible on a phone. The emphasis is on removing delays, reducing touchpoints, and eliminating anything that feels out of sync with the way this generation lives.
A standout innovation at ACC is our partnership with Bilt Rewards. By paying rent on time, students can earn points to cover essentials like paying for their rent, Lyft rides, or Amazon purchases, and even put them toward student loan payments. For parents, it means rent is no longer an expense; it’s an investment in their student’s financial future.
Communities that haven’t adapted risk being left behind, as students equate outdated systems with unnecessary stress. In this sense, Gen Z is rewriting the definition of what it means to deliver a competitive student housing experience.
What strategies are ACC deploying to meet these needs?
At ACC, we build solutions that reflect what Gen Z students actually want, not just what the industry assumes they need. To do this, we engage directly with student panels and draw on insights gathered through innovative, mobile-first methods designed specifically to capture Gen Z feedback and track how their expectations evolve in real time. These ongoing insights are already guiding how we design and deliver housing that feels intuitive and connected for today’s students.
Additionally, in several communities, we’re piloting a new property lease management system that reduces paperwork and streamlines workflows. By simplifying day-to-day operations, we free up staff to focus on building relationships. By combining feedback with innovation, whether through student panels, property lease management pilots, or programs like Bilt Rewards, we are creating communities that feel intuitive, connected, and financially empowering.
What lessons have you learned so far from early adoption? What’s working, and what still needs to evolve?
What’s working is clear: Digital convenience reduces friction and enhances student satisfaction. Adoption rates for online leasing, app-based service requests, and digital rent payment are high, proving that students prefer these channels.
Wellness has also emerged as a top priority. Fitness rooms remain the most-used amenity across communities, but student interest is expanding to include saunas, meditation rooms, sensory lounges, outdoor retreats, and biophilic design elements that foster balance and restoration. Importantly, digital tools can enhance these amenities by enabling easy booking, program scheduling, and engagement opportunities, ensuring wellness offerings are accessible and well-utilized. This aligns with our 2024 Thriving College Student Index, which found that 84% of ACC residents feel their housing supports their ability to succeed academically.
Where we see room for evolution is in personalization and integration. Students want a single, unified experience rather than juggling multiple apps or platforms. They want their housing experience to feel cohesive, from billing to maintenance to social engagement. We’re actively working to unify these systems, so that students can navigate their entire housing experience from one central hub. Over time, this will allow us to anticipate resident needs and provide proactive solutions, making the experience truly intuitive.
How does American Campus Communities balance technology with maintaining a sense of community and personal connection?
While digital tools enhance convenience, students still value authentic, in-person connection. Our approach is to use technology to free up staff time, reducing administrative tasks so our teams can focus more on building relationships with residents.
We also use digital platforms to spark engagement, but the heart of our communities remains face-to-face events, shared spaces, and personal touchpoints that foster belonging. We believe the right balance is achieved when technology makes day-to-day living easier, while human connection makes the experience meaningful.
How are you thinking about using data or student feedback to shape future digital enhancements?
Student voices guide everything we do. Through surveys and analysis of digital tool usage, we gain insight into what students value most and where pain points remain. This feedback loop allows us to prioritize enhancements that directly improve the student experience.
Looking ahead, we see opportunities to use data responsibly to deliver more personalized experiences—whether that’s recommending events based on interests, tailoring communication to preferred channels, or proactively addressing needs before they arise. Our goal is to ensure that technology not only makes student living seamless, but also makes it feel personal, supportive, and centered on the individual student journey.