Is marketing just a quantitative exercise in generating the lowest cost leads possible? Hell no. Everyone who attends AIM knows that people understand songs and stories far better than rational arguments and feature-based selling. In the world of customer attraction, virality is the winner. Logic rides the bus home. Like it or not, customers create stories, myths, and memes to make sense of the data deluge. Your reviews, property photos, text, pricing, awards, design, signage, amenities and sales all tell a story - whether intentional or not.
Big brands have the luxury of creating Super Bowl ads, micro-sites, targeted video, promotions, product placements and more that tell their stories in consistent ways. We’ve asked our presenters to present far-reaching ideas about how to shape and improve the story that renters create from the pieces of your story that they craft together on their own. We’ll consider how to create consistent story arcs that can be replicated on Craigslist, Yelp, YouTube, ILS sites, your website, SEM and Facebook. We’ll tie it all back to analytics, and have you celebrating the creative excitement that got you into marketing in the first place.
This personal development workshop will detail the often-hidden financial world of how multifamily properties are valued in underwriting and financed by equity and debt capital. Most operations professionals are intimate with the details of operations, but are not brought into “the secret” until too late in their careers to move into asset management or investments. This workshop will provide the background to help marketers and operations experts to think like the investors who buy and value the communities we all serve. Industry veteran Stephanie Fuhrman will lead a presentation that will answer key questions:
Prediction: the next wave of technology to impact multifamily operations will be automated marketing technology. In seven years, digital marketing may primarily be managed by artificial intelligence and bots, changing the role of the marketer and the marketing analyst dramatically. How do you prepare for a near future when digital tools can outperform humans in many phases of the marketing stack?
Any manual process in marketing, customer analytics, lead nurturing, pricing or sales is susceptible to being done by an algorithm or bot. The next big marketing company in multifamily will heavily feature automation as a differentiator and route to always-on consistency.
Industry outsiders will look at how automated marketing is disrupting travel industry marketing. And we’ll look at how ad agencies are using AI to run marketing campaigns that drive results. As the technology gets cheaper, it will impact multifamily in a big way. Sit back and see into the next 24 months of marketing innovation is it’s being applied to other sectors.
“Fear strikes out more batters than Tom Seaver ever did.” ~ Jim Brosnan, Boy’s Life Magazine, July 1977
Do you want to achieve the highest level of performance in all you do? Want to enhance your career, your relationships, and hobbies? Could you use a boost in moving through fear, anxiety or bad habits? This personal development session will introduce you to the power of self-hypnosis as a tool you can use to change the orientation of your life.
Join Tonya Reiman in an encore session to explore how hypnosis can help you power new levels of alignment between your desires and your actions. Self-hypnosis can be useful for ego-strengthening, mental rehearsal, habit modification, and enhancing inner strength. Find your personal zone of optimal function and develop ways of maintaining yourself in the zone, especially when the stakes are highest. Use the keen insight of your subconscious mind to discern obstacles and to mentally rehearse the experience of peak performance, effortless and exuberant. (Conference producer Steve Lefkovits ran the New York Marathon after using self-hypnosis to jump-start his training.) Tonya will give you the tools necessary to explore self-hypnosis in this fully interactive workshop.
We know your busy travel schedule can sometimes get in the way of your fitness goals. To make things a little easier, G5 has worked with AIM to make sure you have options to stay on track during the conference.
Whether you are an avid runner or want to take a more casual pace, this course is for you! Following the shoreline of Huntington Beach, take some time to enjoy the waves, sunshine and beautiful views. One lucky registrant will win a custom pair of running shoes.
Focus Groups for Feedback 202- Qualitative consumer focus groups can provide invaluable subjective feedback on the living experience, the brand promise, service, value perceptions and relative ranking of amenity choices. Last year we showed you how to create and hosted a live focus group. Back by popular demand is the 202 course level. We will build upon last year’s live multifamily group by making it two separate sessions: the resident and the leasing agent. We will even take it one step further and broadcast the the question portion on Facebook Live. Presenters will ask actual renters questions to challenge your assumptions. We’ll cover questions such as:
Join us to get the answers you are looking for.
With millions of reviews contributed, what quantitate learnings can we deduce about the nature of the review process, who reviews, why they say what they do? What are reviews worth to a business? Can we correlate ratings to lead traffic?
We’ve asked Yelp to return to multifamily to share deeper insights that come from looking past the qualitative and into the patterns created by millions of customer interactions across many retail sectors. Join us as we ask Yelp how they think about the “democracy” of reviews? How do they think about reviews in the future? What best practices have they observed across other industries and how can multifamily marketers take advantage of it?
The industry has a wide adoption of not only monitoring reviews but engaging with them. How are apartments doing as a whole? How do they compare to other businesses like banks or insurance companies? Do industries reveal characteristics like trustworthiness, value-perception or hipness? Can we (or Yelp) identify the true review influencers who move others to action? How many influencers are there in a crowd of 1000 people? We’ve asked Yelp to look into the data warehouse and give you some answers.
Rehabbing and repositioning assets to increase value has been going on for decades. So what's different today? The answer is using data to drive your overarching strategy and results. Diligent research is a must to first understand your market and your achievable market position. Part of this is knowing who makes up your new demographic—and using the right data-driven strategies to reach your new audience and create and change perceptions of something they may already know.
The goal of every rehab is to increase asset value by adding new physical value and new residents. How do we reposition the property to resonate with a new demographic? How will a cohesive marketing plan and content strategy help you move the needle? How do you use the ideas from new construction to market using an existing asset’s budget. Today, we can use data to understand who our renters are, how to best market to them, and how to measure and tweak our strategies to get results. Join us as we consider these 3 strategies:
Creating and fostering a sales mindset is important to you and your organization as you look to acquire new residents, new suppliers and new connections. The ability to sell successfully is in the alignment of your organization’s culture, your team and the product. Owners and managers are beginning to rethink how a sales mindset should be instilled at all levels of an organization. Traditionally, many in multifamily come from the process side of the house, and think of sales as a necessary evil. We will address:
We will take a look at today’s standard organizational chart and pull out the opportunity in embracing a sales culture. We will present different sales approaches- transactional, relationship, and experiential. This session will provide an outline into what it takes to build the next generation sales mindset with strategies to reach your organization's maximum potential.
Videos continue to be crucial to creating a positive prospective renter experience, and well-made ones can serve as powerful lures for those searching for their next rental home. With the apartment industry responding in full force to the ever-evolving marketing landscape, this year we have 68 submissions competing for the grand winner of these categories:
Start your day off with a yoga session on the beach! This energetic Vinyasa flow is sure to help jump start a full day of sessions and meetings. Even if you are a yoga-novice, our instructor will make sure that you can follow along. Mats are included. Reserve your mat today!
How do you create emotional meaning and connection for your teams? What are the values of your company? How do you transmit the idea to customers that you’re worth doing business with? As far back as the Code of Hammurabi (1790 BC), our culture has codified the idea that to be worthy citizen means giving something to the common good.
What do your personal and corporate brands to to validate your values and commitment to your communities? Consider: 63 percent of millennial women and 45 percent of millennial men say their decisions about job offers are impacted by the employer's CSR work, according to one study. And, 87 percent of millennials say their purchasing decisions are influenced by their perceptions of a company's commitment to CSR.
Influenced by these two data points, how can property management companies implement and properly market these needed CSR programs? Corporate social responsibility cannot be just a marketing campaign. It has to start from a genuine place that stretches from the porter to the president of the company. If implemented properly, corporate social responsibility takes on a life of its own and promotes your organization, communities and workplace through word of mouth. This panel of multifamily CSR experts will discuss everything from getting buy-in from senior executives to working with associates and residents to carry out and promote CSR initiatives in an authentic way.
Focus Groups for Feedback 202- Qualitative consumer focus groups can provide invaluable subjective feedback on the living experience, the brand promise, service, value perceptions and relative ranking of amenity choices. Last year we showed you how to create and hosted a live focus group. Back by popular demand is the 202 course level. We will build upon last year’s live multifamily group by making it two separate sessions: the resident and the leasing agent. We will even take it one step further and broadcast the the question portion on Facebook Live. Presenters will ask leasing agents questions to challenge your assumptions. We’ll cover questions such as:
Join us for part two to get the answers you are looking for.
We’ve gathered CEOs who have expansive, creative ideas about the power of marketers and marketing in their organizations to inspire you to take your marketing practice to the next level:
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