University Heights
University Heights is a 168-unit-unit student living community in College Station, Texas. When The Arena Group took over HOA and property management in September 2024, the property was already loved by its residents, but it was significantly underperforming. There was no pre-leasing or renewal strategy, no marketing budget, outdated branding, poor online visibility, minimal data tracking, and the previous owners were largely hands-off in anticipation of their exit.
The Arena Group’s mission was clear: unlock the community’s hidden potential by professionalizing operations, implementing data-driven leasing and marketing strategies, and elevating the resident experience.
By the end of the first year, the property was 98.5% pre-leased, the renewal rate increased to 34%, and the Google rating improved from 2.8 to 4.0. Resident engagement surged through 33 events, new & improved amenities, and cross-property activations, establishing University Heights as an in-demand, highly engaged community.
- College Station, TX
- Student Townhomes
- 168 Units
- Built 2012-2017
Challenges
The community was already well-loved by its residents–91% would confidently recommend living at University Heights to a friend the day we took over management. Our opportunity was to enhance an already positive resident experience while professionalizing operations to capture the property’s full potential.
Key challenges included:
- Late pre-leasing season: The previous management company did not begin leasing until January, three months after the College Station market typically starts leasing.
- No renewal strategy: There was no system for incentivizing renewals or capturing in-demand floor plans at higher rental rates.
- Outdated branding and online presence: Their website was very difficult to navigate, property signage and social media were outdated, and their Google rating sat at a lowly 2.8 of 5.
- No marketing budget: Traffic was limited to only organic and word-of-month advertisement.
- No data tracking: There were no systems in place for tracking traffic, conversion rates, or market rental data.
- Maintenance limitations: Only one technician was on-site, leading to slower response times and limited operational capacity.
Our Approach
Marketing
Rebranding
We revitalized University Heights’ identity with a comprehensive rebrand:
- Logo and visual identity update: Modern, approachable branding to reflect a premium student-living experience.
- Website redesign: Simplified navigation, clear calls to action, and optimized lead capture.
- Photography and content creation: Professional images and video tours were filmed for website and social media.
- Social media expansion: Instagram and TikTok became our main channels for organic traffic to our website.
Building a Marketing Foundation
The existing marketing materials were not doing the product justice. We invested in updating the property’s digital assets to support a stronger online presence.
- Photography and content creation: Professional images and video tours were filmed for website and social media.
- Social media expansion: Instagram and TikTok became our main channels for organic traffic to our website.
Resident Experience
Because University Heights already had high resident satisfaction, our focus shifted to building community, engagement, and word-of-mouth referrals:
- 33 resident events in the first school year: Including Texas A&M football tailgates, Free Coffee Fridays, and the neighborhood’s first Christmas party
- Cross-property activation: Invited UH residents to events at our sister properties, Charleston Mills and The Barracks, leveraging nearby community events for immediate engagement while also working with a very limited marketing event budget
- New amenity installation: Added a pickleball court, enhancing the neighborhood’s lifestyle offerings.
Leasing & Operations
Updating Systems, Data, and Pricing
University Heights lacked formal systems for tracking leads, conversions, or rental pricing. We implemented:
- Lead management and traffic tracking: Implemented our existing lead management systems from our other properties to monitor prospective resident activity and conversion rates.
- Renewal funnels and drip campaigns: Automated email sequences for lease renewals and new prospects.
- Dynamic pricing strategy: Adjusted rents for high-demand floor plans to maximize revenue as supply decreased
- Communication systems: Weekly newsletters, SMS reminders, and social media updates kept residents informed and engaged.
- Property Meld: A new maintenance portal streamlined requests and improved response times.
These systems allowed University Heights to operate efficiently, provide transparent reporting to townhome owners, and capture previously untapped revenue potential.
Operational Improvements
Strong operations were critical for resident satisfaction and leasing success:
- Staff alignment: Retained the one existing maintenance staff and added them to a shared 12-person maintenance team that services all of our properties, which increased responsiveness and efficiency.
- Process enhancements: Standardized leasing scripts, follow-up procedures, and resident communication, creating a professional and consistent experience.
- Increased operating hours: We opened the leasing office seven days a week to capture more foot traffic on the weekends.
This operational focus allowed University Heights to consistently meet resident expectations and exceed leasing goals.
The Results
The Arena Group’s approach yielded measurable results that exceeded expectations in our first year of management.
Leasing and Renewals
- Pre-leasing: 98.5% by move-in (just four spots remaining).
- Renewal rate: 34%
Reputation and Online Presence
- Google rating: 2.8 → 3.9 (now 4.0), reflecting improved resident satisfaction and digital presence.
- Social media engagement: consistent content creation drove organic engagement.
- Website conversions: New website and clear call-to-actions significantly improved lead capture.
Resident Experience
- 94% move-in satisfaction for August 2025 arrivals.
- 33 events successfully executed, fostering a vibrant and active community.
- New pickleball court amenity increased perceived value.
Operations and Owner Value
- Faster maintenance response times via shared team.
- Professionalized systems and reporting gave ownership confidence in the asset’s management.
- Enhanced resident engagement and community-building positioned University Heights for long-term occupancy and rental growth.
Key Takeaways
1. Loved communities can underperform without proper systems
University Heights was a well-liked community, but the absence of data, marketing, and operational oversight capped its potential.
2. Professional operations unlock latent value
Tracking leads, implementing dynamic pricing, and building communication systems directly increased occupancy, renewals, and owner confidence.
3. Community engagement drives demand
Well-executed events and cross-property activations created a sense of belonging, encouraging renewals and word-of-mouth referrals.
4. Branding and marketing matter—even for already-loved assets
Updated logos, a modern website, and a clear online presence elevated the property’s profile and contributed to faster lease-up.