Serving the Degree-Free Generation: New Models for Student Housing - SHI1013

🎧Episode Summary:

In this episode, Wesley Deese sits down with Hannah Maruyama, co-founder of Degree Free, to explore how Gen Z and Gen Alpha are redefining higher education. The discussion centers on the growing number of young adults who are choosing alternative paths outside of traditional college—and what that means for student housing, property managers, and the broader industry. Hannah shares insights on the motivations and needs of “degree free” students, how off-campus housing can adapt to serve them, and why operators should rethink lease terms, amenities, and marketing. Together, they examine opportunities for housing providers to support this emerging demographic, from independence and community needs to career resources and flexible living models.

 

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🕒 Timestamps & Topics:

00:02:59 - Details on the monthly Shop Talk webinar series, including pre-leasing data and registration

00:04:59 - Episode overview: Discussing higher ed challenges, enrollment cliff, and preparing student housing for changes

00:06:38 - Introduction to guest Hannah Maruyama and her work with Degree Free

00:09:43 - Start of Interview: Gen Z's perspective on college value, financial awareness, and lifestyle-driven decisions

00:15:06 - Hannah's Introduction, background, Degree Free's mission, and statistics on jobs requiring degrees

00:18:00 - Factors driving enrollment decline: Demographics, tuition costs, wage stagnation, and employer surveys (e.g., intelligent.com)

00:20:22 - Reference to Business Insider article on Gen Z pivoting to blue-collar jobs 00:24:01 - Potential abolishment of the Higher Education Act and Peter Thiel's comments on student loans

00:27:03 - Rebranding student housing as "new adult housing" and opportunities for underserved markets

00:28:25 -Wesley's personal story: His daughter's journey through Degree Free to phlebotomy training

00:36:37 - Housing needs for degree-free students and misconceptions about off-campus eligibility

00:43:57 - Profile of degree-free students: Life stages, local vs. relocation preferences, and lease flexibility

00:48:56 - Marketing strategies: TikTok, messaging shifts, and targeting working young adults

00:51:50 - Collaborations: Resident programming for career placement, resumes, and interviews

00:56:00 - Business implications: Enrollment cliff, property conversions, and serving non-traditional residents

00:57:46 - Plug for Degree Free's Launch program and alignment with student housing

01:03:00 - Upcoming events: Scholarships for LeaseCon TurnCon, BisNow summit, NMHC conference, and Top Golf mixer

🔗 Resources & Mentions:

Student Housing Insight: https://studenthousinginsight.com

Upcoming Industry events: https://www.studenthousinginsight.com/events

Shoptalk webinars: https://shoptalk.info

Degree Free Website: https://degreefree.com/

Degree Free Launch Program: https://degreefree.com/launch/

Bisnow National Student Housing Digital Summit: https://www.bisnow.com/webinar/national/student-housing/national-student-housing-digital-summit-9451?utm_source=copromo&utm_medium=referral&utm_campaign=studenthousinginsights_calendarlis

Hi, How Are You Project (mental health advocacy): https://www.hihowareyou.org/ NMHC Student Housing Conference: https://www.nmhc.org/meetings/calendar/shc/2025-nmhc-student-housing-conference/ LeaseCon+TurnCon Scholarship Opportunity: https://www.studenthousinginsight.com/shi2025scholarship