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Agenda

Sunday, October 17, 2021

2:00 pm - 5:00 pm
Networking


Sunday Afternoon Arrival Informal Hospitality Groups

Get a jump on reconnecting with some meetings before the rush.

5:00 pm - 6:30 pm
Networking


Opening Reception

Join us to connect with old friends and make new ones.

Monday, October 18, 2021

9:00 am - 10:00 am
Concurrent Session


Sponsored Presentation by LeaseLabs RealPage -

Session Summary Coming Soon!

 

9:00 am - 10:00 am
Concurrent Session


Sponsored Presentation by RentPath

Session Summary Coming Soon!

10:00 am - 10:30 am
Networking Break

Break

10:30 am - 11:30 am
Concurrent Session


Esther Bonardi

Vice President, Marketing, Yardi Systems

Sponsored Presentation by RENTCafé 

Session summary coming soon!

10:30 am - 11:30 am
Concurrent Session


Mike Ivey

Cofounder & COO, Modern Message

John Hinckley

Cofounder & CEO, Modern Message

Sponsored Presentation by Modern Message

Session Summary Coming Soon!

10:30 am - 12:00 pm
Concurrent Roundtable


Matt Knight

founder of Prop Tech Angel Group

Entrepreneurship and Personal Finance: PropTech Angel Group Roundtable at AIM

Matt Knight, founder of Prop Tech Angel Group will lead a discussion of some of the interesting opportunities to invest in the early-stage development of innovative concepts in the industry. PTAG is a membership club for industry principals who share information about tech investment opportunities, as well as strategies for success for highly relevant startups across all property types. This session will not be recorded or available to non-attendees.

11:30 am - 1:00 pm
Networking Lunch

Lunch

1:00 pm - 1:15 pm
General Session


Steve Lefkovits

Executive Producer, Joshua Tree Conference Group

Welcome to AIM!

1:15 pm - 2:00 pm
Concurrent Session


Ad Board Talks: Self Touring, Staffing and Customer Experience

Session Summary Coming Soon!

1:15 pm - 2:00 pm
Concurrent Session


Barrett Tripp Executive Producer

Content Branded

Storytelling Workshop Session 1

Branded stories and content should not only grab but hold your attention. This three-day class will teach you the principles of how to create effective stories and content and give you the tools to do so on a consistent basis. If you’re working in-house or with an outside vendor, you’ll come away ready to make stories and content that leads to deeper engagement, bigger brand lift and an improved intent to purchase.

2:00 pm - 2:15 pm
Networking Break

Break

2:15 pm - 2:45 pm
Concurrent Session


Social Media Data Mining

Tik-tok, Yelp, Facebook, Google Maps, Instagram, Craigslist, ApartmentRatings and other sites are updated daily the information on competitive properties’ amenities, buying intent, pricing, demographics and customer service. Net Promoter Score (percentage of buyers whose likelihood to buy or recommend they rate 9 or 10 minus those rating the same propensity at 6 or below) captures some of the essence of social media, but doesn’t provide deep insights into the details of what social media reveal, or how to activate those levers within different groups of customers. This session will seek to answer the question: how can we automate the capture and analysis of social media data into actionable business insights - both for property operations, and to find investment opportunities at weakly managed properties.

2:15 pm - 2:45 pm
Roundtable Session


“5G”: Transformation or Just Great Marketing? What’s in it for Multifamily?

2:45 pm - 3:15 pm
Networking Break

Networking and Meetings

3:15 pm - 4:00 pm
Concurrent Session


Is Influencer Marketing Relevant to Multifamily Rentals and Leasing?

Is Influencer Marketing Relevant to Multifamily Rentals and Leasing?
Authenticity, connectedness and personal experiences have always been the key to valuable referrals from existing customers. Social media influencers - communicators with their own audiences - may supercharge the ability to reach an audience of prospects at a personal, emotional level. Travel, food, arts and lodging have all embraced influencers to some degree to bypass advertising in favor of experiential sharing. This session will educate using real case studies from real properties.

  • Can a lease-up move in a local or regional influencer to juice awareness and leasing velocity?
  • Using stale units in trade for marketing assets - a good trade?
  • How to find an influencer near you?
  • Fair housing, demographics and social connections
  • Tracking the effectiveness of an influencer-led campaign

3:15 pm - 4:00 pm
Concurrent Session

Leadership Roundtable: Workplace Diversity and Inclusion in the Portfolio

4:00 pm - 5:00 pm
Networking Break


Private Meetings and Networking Followup

5:30 pm
Evening


Free Evening and Hosted Sponsor Entertainment

9:00 pm - 11:00 pm
Evening Networking

Grab a bottle of wine from Surf City Grocers and meet by the fire pit. Saddle up to the bar at the Watertable and order drinks for you and your clients. Or dust the sand off your sandals and head to Pete's for margaritas. These no-host options are a great way to keep networking.

Tuesday, October 19, 2021

7:30 am - 8:30 am
Fitness Event

Kick start your day and get the kinks worked out with this energizing yoga session.

8:00 am - 9:15 am
Networking Breakfast & Roundtables

Please join your peers to discus/debate various topics.

9:15 am - 10:00 am
Concurrent Session


Barrett Tripp

Executive Producer, Content Branded

Storytelling Workshop Session 2

Branded stories and content should not only grab your attention, but also hold it. This three-day class will teach you how to consistently create effective stories and content. If you’re working in-house or with an outside vendor, you’ll come away ready to make stories and content that lead to deeper engagement, bigger brand lift and more customers who are ready to purchase.

9:15 am - 10:00 am
Concurrent Session


Upgrading the Apartment Product and Customer Experience with Innovation and Tech

In the past 18 months, the industry has seen pockets of high demand for implementing new tech that increases revenue, differentiates the living experience and/or makes it easier to work from home. Let’s put some financial numbers behind short case studies of incremental investments in existing properties to help drive your strategic decision making at all demographic and property type levels:

  • Convenience amenities - laundry, dog walking, meals and in-unit package delivery
  • Smart in-home automation - locks, lights and thermostats as a soft upgrade
  • Building wide managed WiFi

10:00 am - 10:15 am
Networking Break

Break

10:15 am - 11:15 am
General Session


Sophia

Advanced Humanoid, Hanson Robotics

Sophia on How will AI Will Shape Our Future

The future is here and her name is Sophia, the world’s very first humanoid celebrity. The toast of “The Tonight Show with Jimmy Fallon, Sophia has graced the cover of Elle magazine, appeared on Chinese television, spoken before the United Nations General Assembly and been named the first non-human citizen of Saudi Arabia. Wowing awestruck audiences with her superhuman intelligence and advanced ability to read faces, empathize, understand the nuances of language and communicate with thousands of facial expressions, Sophia has discussed subjects ranging from “Will robots take over the world?” to how artificial intelligence could end hunger in developing nations. Sophia interacts with humans in a profoundly personal way, previewing a fast-approaching future where friendly, caring humanoids help us solve our most challenging problems to create a better world.

10:15 am - 11:00 am
Concurrent Roundtable


Four Strategies for Portfolio-Level Customer Attraction

When you search Audi’s website for a new EV, and provide contact information, the eventual sale is supported by content assets provided by corporate, an inventory database maintained jointly by corporate and dealers and your lead is handled locally according to your taste for an in-person or online order. The consumer is a jointly-owned by the constituents in the process, but the onus of product, marketing assets and infrastructure falls on corporate. Each dealer doesn’t have to compete with the others to build the brand name of Audi. But, each dealer invests heavily in service and retention because their profits lie in maintenance and the ongoing relationship with the customer.

11:15 am - 11:30 am
Networking Break

Break

11:30 am - 12:00 pm
Concurrent Session

Coming Soon.

12:00 pm - 1:15pm
In-N-Out Burger Lunch

Lunch

1:15 pm - 2:15 pm
Concurrent Sessions


Marketing Analyst Roundtable - Methods for Defining the Marketing Stack

Every year or so, the industry looks to marketing analysts to break down their spending among different channels and triumphantly claims a new level of marketing efficiency among paid, owned, and earned media. It seems like this formulation hides spending on CRM, retention/gamification, email/text and other automation platforms as their own sources of behavior. Let’s go meta in 2021 and try to develop a new level of deeper understanding of how time and money are spent in the customer experience, and the shifting roles of media, advertising and content marketing. Fingers cross, the key takeaways should be things like:

  • Broadening CPL marketing to include costs for systems and staff to operate them;
  • Whether investments in POEM change using automation;
  • How the deteriorating Google search experience is driving up the value of a unique prospect to your company;
  • How to value the impact of new technologies that haven’t yet been adopted by your company

1:30 pm - 2:00 pm
Concurrent Session


Community Art as an Amenity and Differentiator - 1 of 2

High end properties have used statues and public art as differentiators for some time. And in cities that require public art in new developments, owners have some to value the drawing power of art events and the free press and traffic generated by rotating exhibitions. We’ll ask consultants to talk about the nuts and bolts of sourcing and managing art, and even the ancillary income opportunities that art startups are creating for property owners.

  • Art ideas - murals, statuary, wall art, projected
  • Sourcing and ongoing curation
  • E-commerce possibilities
  • Resident art as a community activity
  • Publicly accessible art as a public value and attractor

2:00 pm - 2:15 pm
Networking Break

Break

2:15 pm - 2:45 pm
Concurrent Session


Celebrity Marketing: Leveraging Technology for Celebrity Endorsements

The web strikes again! App makers aligned with talent agencies have made it possible for you to commission and license C-list celebrities to create fun personal and marketing video messages. Learn how to source, script, license and distribute your own personality marketing. Attendees will see examples, brainstorm and think deeply about the power of fame as an attention holder in the context of real estate marketing.

 

2:15 pm - 2:45 pm
Concurrent Session


Personal Finance: Cryptocurrency Workshop

If you’re like us, you missed the run up in the value of Bitcoin, and you don’t have any stores in your neighborhood that accept Etherum as payment for new sneakers. Still, we know that we have a lot to learn about the basics of crypto, wallets, tokens and NFTs. We’re hoping to have a great basic lecture in these concepts, followed by a hands-on session to set up crypto wallets and better understand how a transaction happens in this space (and why the Bitcoin blockchain has such high transaction fees.) You won’t leave thinking you need to take rent in Bitcoin, but that’s not what this is about. We need to better understand the crypto claims before we keep ignoring them, and bet that you do too. Let’s take an hour to learn.

2:45 pm - 3:00 pm
Networking Break

Break

3:00 pm - 3:30 pm
Concurrent Session


Community Art as an Amenity and Differentiator - 2 of 2

3:30 pm - 4:00 pm
Concurrent Session


Joseph Batdorf

President at J Turner Research

Research Presentation

J. Turner Research will share a 2021 update of their seminal 2020 study findings on why renters won't renew leases and fail to rent in the first place. In 2019, they identified some of the largest areas of unforced error - and how to correct them. 19% of renters moved next door, and 39% are moving to another community. Learn about their unmet needs and frustrations. Be surprised by the things that renters care about that property professionals just don't realize.

 

4:00 pm - 5:00 pm
Networking


Private Meetings and Networking Followup

5:15 pm - 6:15pm
Networking Reception

Reception

Wednesday, October 20, 2021

8:00 am - 9:15 am
Networking Breakfast & Roundtables

Please join your peers to discuss various topics.

9:15 am - 10:00 am
Concurrent Session


Investor Relations: The Emerging Field of ESG and its Value in Marketing

Environmental, Social and Governance reporting is a fast-emerging trend among REITs and global investors like Heitman and Black Rock, in which they provide investors and other stakeholders with information about the efforts of the company to be responsibility corporate citizens. Corporate ESG efforts may include reporting on environmental awareness and harm mitigation like energy reduction and recycling, sustainability efforts such as providing housing affordability and diverse hiring and governance issues like adhering to external standards of behavior or becoming certified B corporations.

Investors are rewarding ESG efforts with additional capital for the simple reason that consumers like to know that they’re doing business with companies they perceive as good members of their communities. We’ll spend an hour looking at a couple of multifamily ESG programs, and thinking about how to use the content and methods of ESG to present a new face to the public.

  • Is there a marketing value in a Net Zero energy or solar energy program?
  • In a diverse America, does diverse hiring impact sustainability or financial results?
  • How do we identify consumers who value stakeholder capitalism?
  • How and where do you advertise or publicize ESG efforts?
  • Is there additional money available to implement new ESG programs?
  • Can you market your mitigations of climate risk? Is “flood-resistant” a good look?

9:15 am - 10:00 am
Concurrent Session


Barrett Tripp Executive Producer

Content Branded

Storytelling Workshop Session 3

Branded stories and content should not only grab your attention, but alsohold it. This three-day class will teach you how to consistently create effective stories and content. If you’re working in-house or with an outside vendor, you’ll come away ready to make stories and content that lead to deeper engagement, bigger brand lift and more customers who are ready to purchase.

10:00 am - 10:15 am
Networking Break

Break

10:15 am - 11:00 am
General Session


Pets: Love, Marketing and Lifetime Value

We love claiming to be pet-friendly. We love it because we know the marketing power of promoting pet-friendliness in today’s pet obsessed marketplace. But are we as pet-friendly as we could be? Are we leaving money on the table by putting too many qualifications on pets? We’re not talking about allowing exotic animals.

But what if we removed breed restrictions (the data shows no correlation between breed and incidents on-site) or eliminated size limitations (again the data shows no correlation between the size of pet and damage to apartment homes)? Even some of the largest insurance providers agree that these restrictions are unnecessary. Removing these restrictions just might increase demand for multifamily housing that is currently being served by mom-and-pop single-family rentals, despite there being little risk.

This panel of industry experts will show how simple changes to pet restrictions can significantly boost demand for your communities, increase the lifetime value of residents who don’t want to move because they have a happy home for their pet, and still mitigate the risk of pet-related incidents with new technology.

11:00 am - 11:15 am
Networking Break

Break

11:15 am - 12:00 pm
General Session


Post-Covid: If Our Homes Remain Workplaces…

Every one of us is an unintended expert on working from home, as workers or as property professionals or both. Plenty of experts are willing in April to predict what the end of the pandemic means for demand for office space, traffic, retail and restaurants. We’ll have an open roundtable discussion in October about how early trends are bearing out, and what they mean for us.

  • If working from home increases 20% over 2019, what does that mean for utility expenses like garbage, water and sewage?
  • If working from reaches a new plateau of 30% over 2019, do we have enough bandwidth to support video communications and sharing very large files and datasets?
  • How can we generate NOI from creating or upgrading workspaces?
  • Can our staff effectively lease remotely from home? How much onsite presence is necessary?
  • Noise between units is frequently cited as the #1 controllable reason people move. Is monitoring and mitigation possible?
  • Who is bring back co-working in apartment communities? What are some resources for quick space conversions to co-working?
  • Lessons in delivery logistics - food, shipped packages and outbound packages