The student housing market has rapidly evolved into one of the most dynamic and resilient sectors within global real estate. With demand for high-quality student accommodation surging, international capital is increasingly recognising the sector’s potential as a stable and lucrative asset class.

At the forefront of this transformation is Global Student Accommodation, GSA. As part of the leadership team, John Jacobs, Global Head of Capital Markets has played an integral role in guiding the business to become a global leader in the student housing industry, managing a portfolio spanning 80 cities across 11 countries and assets exceeding $7 billion.

GSA’s impressive growth and steadfast commitment to delivering exceptional student accommodation have cemented its position as a trailblazer in the sector. In this exclusive discussion, we delve into John’s insights on the evolving student housing market, the challenges it faces, and the opportunities that lie ahead.

Global Expansion and Diversification

John Jacobs’ professional journey has taken him around the globe, and GSA reflects his global perspective. Recently, the company expanded its European footprint, by acquiring significant student housing assets, including entering Italy with a 515-bed development site in Milan, and forming a new joint venture to enter into the French market with Nuveen Real Estate through an impressive €540 million deal. This portfolio includes 18 operational assets and four development sites across five leading educational cities.

John explains, “We’ve become one of the most globally diversified investment managers in the student housing market. Our international portfolio now includes markets from the US to Australia, and Europe in between, and we’re proud to be a leader in this space.” He emphasises that GSA’s impressive growth stems from a commitment to being a long-term player, combining operational excellence and a strategic vision.

The Rise of Institutional Capital in Student Housing

The student housing sector has witnessed a marked shift in how institutional investors view it. Once considered an alternative asset class, student housing is now firmly embedded within the global investment landscape. “Five years ago, student housing was still a niche sector, but today it has become a mainstream investment,” says John. “Private equity giants like Blackstone, GIC, and Brookfield are now making large-scale investments in this space.” He notes that the sector’s proven resilience—especially during the COVID-19 pandemic—has made it an attractive asset class for investors seeking stability and strong returns.

This growing investor interest is not surprising given the sector’s long-term growth potential. John highlights that the student housing market remains robust due to its close ties with universities in some of the world’s most prestigious cities. “When you combine the academic reputation of top-tier universities with the attractiveness of global cities like London, Paris, or New York, you have a very compelling investment proposition,” he says. This model of investing in student accommodation near world-renowned universities has provided GSA with a unique opportunity to deliver attractive returns, even during challenging times.

The Importance of Data and Location-Driven Strategies

A critical component of GSA’s success is its data-driven approach to location selection. John is adamant that GSA’s global reach is driven by meticulous research and analytics that pinpoint the best locations for student housing investments. “It’s not just about picking a city and building there,” John explains. “We look at the strength of universities, the academic programs they offer, and the student demand in specific areas. It’s a hyper-location driven strategy.”

For GSA, understanding the nuances of each city’s housing market is key to making informed decisions. “In London, for example, proximity to key universities like King’s College and LSE is crucial, but that’s different in Madrid or Dublin. Every city has its own dynamics,” John notes. This granular approach ensures that GSA is always targeting areas with a proven demand for student housing while also anticipating where future demand will emerge.

International Students: A Key Market Driver

One of the driving forces behind the global demand for student housing is the rise of international students. GSA’s focus on catering to this demographic is a key part of its strategy. “International students are a critical market segment for us,” John says. “They represent a large portion of our customer base, and they are willing to pay for the security, convenience, and community that purpose-built student accommodation provides.”

John’s personal experience as a parent has helped shape his understanding of what international students—and their families—seek in accommodation. “When my son went to study overseas, I wanted him to have a safe and secure environment. That’s what we offer—safe, well-located, and community-oriented student housing. It’s not about luxury but about providing a reliable and supportive living experience.”

Adapting to Changing Student Needs

 John acknowledges that the needs of students today are vastly different from those of previous generations. “Today’s students are incredibly mobile, tech-savvy, and focused on experiences,” he says. “They expect more than just a place to sleep. They want an experience, and that’s what we’re trying to provide.” GSA’s approach to student accommodation includes creating vibrant, social communities where students can connect with others from around the world.

 This shift in student expectations is driving innovation within the sector. “We’re constantly thinking about how to improve the student experience,” John explains. “We work closely with our operating partner, Yugo, to deliver a high-quality living experience. This includes offering facilities that go beyond just a bed and a desk—things like gyms, social spaces, study areas, and even career support.”

Navigating Regulatory Changes

 John’s perspective on regulatory changes is shaped by his global experience. “The regulatory environment for student housing varies greatly from one market to another,” he says. “What works in one country doesn’t necessarily work in another. We need to be adaptable and flexible, while also engaging with policymakers to ensure that the regulations don’t stifle innovation or investment.”

For example, there has been a lot of noise recently in Ireland, where regulatory changes have created challenges for the sector. However, Jacobs remains optimistic about the future. “I believe we can overcome these issues, but it will require meaningful collaboration between the government and the private sector,” he asserts. The need for a unified approach to Ireland’s student housing crisis is urgent. With clear policies and open communication, he believes the country has the potential to become a leader in accommodating its growing student population, ensuring both domestic and international students have access to safe, high-quality housing.

This engagement with governments is something that GSA is committed to, but John emphasises the importance of data in these discussions. “We are a data-driven business,” he explains. “We have the numbers, whether it’s about demand, occupancy, or rental growth. This data is essential in shaping conversations with regulators and ensuring that we are building the right product in the right places.”

A Personal Journey in Student Housing

John Jacobs’ path to leading GSA’s global capital markets division is an interesting one. Growing up in Dublin and studying economics at University College Dublin, John’s career has taken him all over the world, working in a variety of industries, including hospitality airlines in the U.S and Barbados, and most recently 15 years in corporate banking back in Ireland. However, his deep connection with the student housing sector has personal roots. “My family always hosted international students in our home growing up, so I’ve always had a connection to student housing,” he says.

 “At the end of the day, we’re providing a service for students,” John concludes. “We’re creating communities, offering security, and ensuring that students have a positive experience during their studies.”

Conclusion

As GSA continues to grow and expand its global presence, the company remains committed to meeting the evolving needs of students and investors alike. The student housing sector has proven to be resilient, and with its focus on quality, security, and community, GSA is well-positioned to lead the way in this dynamic and growing market. Despite regulatory challenges and market fluctuations, GSA’s data-driven approach, international reach, and commitment to innovation will ensure its continued success in the years ahead.