When Jahari Smith, a freshman from Houston, TX, with a 4.2 grade-point average coming from high school, was weighing college options, she was looking for more than a strong academic program. She wanted a campus that felt like home — modern, secure and vibrant.
So when she toured FAMU, it wasn’t just the renowned School of Business and Industry that caught her attention. It was the residence halls: sleek, suite-style buildings with private baths, high-speed internet, communal kitchens and 24-hour security.
“I saw older dorms on other campuses that felt cramped and dated,” said Ms. Smith, 18, who enrolled at FAMU last fall. “Here, it felt like they’d invested in us — that they care about our life outside the classroom, too.”
Her decision underscores a strategic shift and reflects a broader evolution in higher education recruitment. While cost and academic reputation remain critical, top students are increasingly swayed by the quality of campus life, particularly modern housing, according to new studies and enrollment experts.
A report released last month by EAB, a higher education consulting firm, found that while affordability is a significant concern, it is not the primary driver for students choosing where to apply or enroll. Instead, factors like academic programs, campus safety, streamlined application processes — and yes, amenities — often weigh more heavily.
“Cost is always important to families, but it may surprise some institutions to learn how important things like campus safety or streamlining the application process can be,” said Madeleine Rhyneer, a vice president at EAB. “Top students, even from low-wealth households, want nice amenities. They care about where they stay, the food options and the activities.”
"This is something we had to do. We were competing for the same high-achieving students with facilities that were decades older,” said William E. Hudson, vice president for student affairs. “The students we wanted were going elsewhere.”
At FAMU, that insight, and lessons learned, has guided a decade long, nine-figure transformation of its student housing. Gone are the aging, traditional dormitories that put the university at a competitive disadvantage against newer campuses in-state like the University of Central Florida, University of South Florida and Florida International University, which boasted more attractive residence halls.
In their place stand modern residential halls like the recently opened Venom Landings, FAMU Towers and Polkinghorne Village, which feature suite-style layouts, study lounges, and living-learning communities where students with shared academic interests reside together.
The first-floor common kitchen area in FAMU Towers
The investment appears to be paying off. Preliminary data for the fall 2026 incoming class points to one of the most academically accomplished cohorts in a number of years, with an average high school G.P.A. of 4.04. Applications surged to more than 30,000 this year — up significantly from a decade ago — for a targeted class of just 1,590 students.
“We’re not only selling a high-quality education; we’re selling an experience,” said William Hudson, FAMU’s vice president for student affairs. “When students and parents see these facilities, it signals that we’re committed to holistic student success. It tells them, ‘You will be safe here. You will be comfortable here. You will thrive here.’”
The emphasis on housing aligns with broader trends. A StarRez report published last year found that 70 percent of first-year students consider room type and size a crucial factor in their college decision, while 59 percent weigh housing location heavily. Key demands include safety, proximity to classes, modern amenities and apartment-style living that balances privacy with community.
“Today’s students want their own space, but they also want to be part of a community,” said David Cummings, chief executive of StarRez. “They’re looking for residence halls that offer both.”
FAMU’s newer dorms are designed to do just that. In addition to modern fixtures and reliable Wi-Fi, many feature dedicated social and academic programming — from faculty-led seminars to mental health workshops — aimed at forging connections and supporting student well-being.
For many families, the upgrades also address a paramount concern: safety. The new halls include secured entries, camera monitoring and well-lit common areas — features that research consistently shows are top priorities for students and parents.
“It was a relief,” said Carla Smith, Jahari’s mother, after touring the campus. “Knowing she’d be in a safe, updated building made the idea of her going across the country much easier.”
University leaders say the housing overhaul was essential not only to attract students, but to retain them. Studies have repeatedly shown that students who live on campus are more likely to stay enrolled and graduate.
“This isn’t about being lavish,” Hudson said. “It’s about being competitive and responsive to what students need to succeed.”
As FAMU prepares to welcome its next class, the transformation continues. Additional residence halls are in the planning phases, part of a broader campus modernization that includes updated academic buildings and student centers.
For students like Jahari Smith, it’s already made the difference.
“I could have gone elsewhere,” she said. “But here, I saw a place where I could really live, be apart of a community, not just study. That mattered.”