Vox Miami, Treo Group
Vox Miami, a 326 bed mid-rise developed for University of Miami students, took the campus by storm with an explosive lease-up during its first year. The key to this property's success? Preparation, education, engagement, and – most importantly – execution. This development was one of the first purpose-built student living communities to open in the area directly surrounding the University of Miami (UM). Despite the uncertainty surrounding COVID-19, the team delivered a successful and fully occupied property.
Challenges
After the first year, students at the university are allowed to live off-campus. With a market mostly made up of conventional housing, students were more likely to continue living on campus in hopes of having that traditional “college experience.”
- Lacked amenities
- Students continued to live on campus
- Primarily a conventional housing market
Our Approach
Create a sustainable college living environment. Focused on a vibrant brand, inspired amenity set, and an unmatched vision of lifestyle; the team sought to educate UM students on why Vox was different. While our competitors had the same delivery and leasing timeline, Vox focused on building a brand that spoke directly to the UM students and lifestyle.
Asset Living and the Vox team collaborated with Poetic Digital to build a brand that attracted the target demographic. Knowing that the market wasn’t focused on quartz countertops and stainless-steel appliances, the focus was on creating Vox’s brand strategy.
The Results
Despite being in a saturated metropolitan city, Asset Living’s tailored branding, digital marketing, and advertising were uniquely structured to hit every goal.
- Pre-Leased 100% in 17 Days
- Signed 262 Leases in 1 Week
- Over 100,000 Social Media Engagements