Liv+ Arlington

Location: Arlington, TX

University: University of Texas at Arlington

The Challenge

In 2016, Stark Enterprises engaged Campus Advantage to perform a market analysis and feasibility study for Liv+ Arlington — a new 789-bed student housing development near the University of Texas at Arlington (UTA). The market study included an analysis of on- and off-campus housing, rental rates, concessions, enrollment, and the university’s plans for future growth. Campus Advantage compiled recommendations for the development project, including a unit mix, amenities, apartment features, marketing tactics, and rental rates based on their findings.

The Solution

Stark Enterprises continued to engage Campus Advantage for design and development consulting throughout the development’s planning and design process. The two-story clubhouse was designed to include a variety of study spaces and a spacious computer center. The pool deck and courtyards were also carefully crafted to provide unique spaces for students to lounge, socialize, unwind, or study. To differentiate itself within the Arlington market, Campus Advantage recommended Liv+ feature a fresh market cafe to provide residents with 24/7 access to a variety of convenient, healthy, and satisfying snacks.

Campus Advantage’s affiliate marketing partner, Catalyst, also worked closely with Stark Enterprises to develop the Liv+ brand and create marketing materials that would highlight the one-of-a-kind experience the development would offer. Catalyst began by reworking the property’s initial logo and completing the branding with a bright, eye-catching color palette of lime, teal, and orange. To generate excitement for Liv+ in the community, Catalyst used both digital and traditional media, including a temporary website, a full website, a brochure, a sales sheet, a paper system, social graphics, and a direct mail piece.

It was imperative to sell the upscale resident experience in addition to the development’s amenity offerings while the project was under construction as several new developments had recently delivered, and future developments were in the pipeline. Prospective residents were encouraged to join a VIP list on the Liv+ website to gain access to exclusive deals, construction updates, and more.

The Results

Liv+ Arlington opened in fall 2018 and quickly developed a strong reputation at UTA for its robust amenity package, unmatched Students First® residence life programming, and customer service-focused management team. The management team also developed close relationships with key UTA on-campus departments, securing master lease contracts with both athletic and academic programs.

The strategic marketing efforts, key relationship building, and dedication from the on-site team resulted in the property achieving 96% occupancy for fall 2019 and 96.05% occupancy for 2021–2022. Liv+ Arlington also achieved a net operating income (NOI) 9% favorable to budget as of May 2022, and is 5% ahead in leasing year over year (YOY) for 2022–2023. Since August 2018, there also has been a 25% organic increase of new users to their website — 15,092 visitors in 2019 vs. 18,908 in 2022. Liv+ Arlington currently holds the top position in search engine optimization (SEO) keyword ranking among their competitors in the market.

Stacie Schmidt, Vice President of Marketing and Communications for Stark Enterprises, stated: “Our cohesive partnership with Campus Advantage has been instrumental in the success of Liv+ Arlington. Together, we have built strong relationships with UTA, devised and deployed aggressive marketing strategies to achieve occupancy goals, and created a rewarding living experience for residents who choose to call Liv+ Arlington their home.”