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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

8:45 am - 9:30 am
Concurrent Session


David Bell

Chief Product and Marketing Officer, Business at RentPath

Dave Hoffman

Senior Sales Consultant - Home and Consumer Services at Google

Embracing High-Intent Prospects Throughout The Renter's Path

Renters can discover available rental properties in more ways than ever, and the landscape is constantly changing.  Join RentPath and Google for a discussion of what is on the horizon and what it means for your marketing plan.

Sponsored Presentation by RentPath

9:30 am - 10:15 am
Concurrent Session


Andrew Bowen

Industry Principal, RealPage

Tauni Manasse

VP, LeaseLabs

Sponsored Presentation by LeaseLabs RealPage -

Session Summary Coming Soon!

 

10:15 am - 10:30 am
Networking Break

Break

10:30 am - 11:15 am
Concurrent Session


Esther Bonardi

Vice President, Marketing, Yardi Systems

Jamin Harkness

Executive Vice President at The Management Group LLC

Anna Shea

Senior Director of Marketing at Laramar Group

Sarah Wieman

Senior Manager of Branding and Marketing at PRG Real Estate

Reimagine Everything: Story, Strategy and Staffing

Change may be hard, but change is good. It’s time to reimagine your business, from marketing to leasing, and everything in between. The session will explore your brand story, your strategy, and your staffing. You’ll meet experts in branding, digital marketing, and operations who will share their experiences in reinventing various aspects of their business. Walk away with proven examples and tons of inspiration to reimagine your future.

Reimagine your story: Anna Shay

Reimagine your strategy: Sara Weiman

Reimagine your staffing: Jamin Harkness

Sponsored Presentation by RENTCafé 

11:15 am - 12:00 pm
Concurrent Session


John Hinckley

SVP of Living Suite at RealPage and former cofounder and CEO of 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.

12:00 pm - 1:00 pm
Networking Lunch

Lunch

1:00 pm - 1:15 pm
General Session


Steve Lefkovits

Executive Producer, Joshua Tree Conference Group

Dennis Cogbill

Managing Director, Joshua Tree Conference Group

Welcome to AIM!

1:15 pm - 2:00 pm
Concurrent Session


Marcella Eppsteiner

SVP of Marketing, Training and Revenue Management at Mission Rock Residential

Girish Gehani

Cheif Operating Officer at Trilogy Real Estate Group

Daryl Smith

Chief Marketing Officer at KETTLER

Mark Zikra

Senior Vice President of Technology & Innovation at CA Ventures

Ad Board Talks: Investing Time, Energy & Money in PropTech

Four members of the AIM Advisory Board sit down for a candid conversation about innovation projects, prop tech investments, new marketing technologies, advances in AI and how they’re parceling out scarce time to be more effective.

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 - 3:00 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

2:15 pm - 3:00 pm
Concurrent Session


The Bulk Managed Wifi Evolution: Why Big Owners and Developers are Switching to Buying Internet in Bulk

Much of today's multifamily innovation runs on the rails of the internet - IoT, mobile apps, smart locks, short-term rentals, robots and garden-variety automation. To be successful, both vendor and apartment community need access to wifi everywhere. Record numbers of developers and existing property owners are building or switching to bulk managed wifi as a result.

As an added bonus, buying managed wifi and reselling it creates the potential for new ancillary income by reselling internet to residents. Our resident experts will share notes and lead a discussion about estimating ancillary revenue, specifying the right network for the intended use, the exciting options in bringing in smaller providers and answer questions and hypotheticals from the audience.

3:00 pm - 3:15 pm
Networking Break

Networking and Meetings

3:15 pm - 4:00 pm
Concurrent Session

Leadership Roundtable: Workplace Diversity and Inclusion in the Portfolio

2020's spotlight on diversity in hiring and opportunity presents many smaller companies (virtually all real estate companies) with challenges such as finding new avenues for hiring, understanding the diverse cultures of existing associates, and assessing how cultural biases and preferences affect career and investment opportunities. As an industry of creative entrepreneurs, we'll bring together several leaders to share some of their learnings, tactics, resources and enhancements of the last 12 months. We hope to use this time not just to share solutions, but enhance the connections between executives who want support in advancing DEI initiatives inside their companies.

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

6:30 am - 8:30 am
Fitness Event

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

Sponsored by Valet Living

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

Please join your peers to discus/debate various topics.

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

EV Charging Stations: From Amenity to Must-Have

Multifamily communities are a key player in driving EV infrastructure growth; learn how property owners can unlock this new revenue stream at little to no cost. With over 80% of all EV charging taking place in the home or office, there is increasing demand from residents to have charging stations available to them where they live. Chargie provides turnkey solutions for property owners/managers that are designed, managed, and operated to fit their unique requirements.

The roundtable will discuss and engage around:
- Why are charging stations moving from luxury amenity to must-have (Hunt: 20% of all cars sold in US in 2025 will be plugin electric)
- What incentive programs are available?
- How do stations get installed and managed?
- What can we do with the data we gain?
- Is there ancillary income associated with charging stations?

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

Hiring in the New Economy

 

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

Automating the Post-Lease Experience

 

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

Tik Tok Marketing? Really?

 

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


Autonomous Leasing in 2022

How do you meet resident demands for around-the-clock leasing availability? This session will feature multiple apartment operators discussing their priorities in implementing around-the-clock leasing. Presenters will discuss the prospect experience, technology used, impacts to NOI and the reactions and responses of associates and investors.

  • What's been most impactful to leasing success?
  • Where is the data that shows the labor efficiencies
  • Are prospects actually using automation for their own benefit?
  • What's still missing from the automation stack?

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

12:30 pm - 2:30 pm
Concurrent Session


Sophia Meet and Greet 

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 - 2:45 pm
Concurrent Sessions


Celebrity Marketing: Leveraging Technology for Celebrity Endorsements

What do celebrities have to do with marketing real estate?


- 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.


- And of course, the famous Brad Bellflower consumer marketing campaign featuring Jeff Goldblum has been a hit with consumers and management companies alike. We'll learn from Apartments.com how they built a strategy around a celebrity. Even Alexa knows that Jeff Goldblum = Brad Bellflower = Apartments.com. Brad is in many channels - Twitter, Instagram, television. What can we learn about weaving a persona, humor and consistency into building a brand and driving awareness?

2:00 pm - 2:15 pm
Networking Break

Break

2:15 pm - 3:00 pm
Concurrent Session


Community Art as an Amenity and Differentiator 

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

2:15 pm - 3:00 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.

3:00 pm - 3:15 pm
Networking Break

Break

3:15 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.

 

3:30 pm - 5:30 pm
Concurrent Session


Sophia Meet and Greet 

4:00 pm - 5:00 pm
Networking


Private Meetings and Networking Followup

5:00 pm - 6:00 pm
Networking Reception

Reception

Wednesday, October 20, 2021

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

Please join your peers to discuss various topics.

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

Reimagining Budgeting Using Business Intelligence

Budgeting may be the dark underbelly of multifamily, the onerous, life-sucking task that everyone hates for its tedious, non-scientific nature. In addition to sharing pain points, this roundtable will hear from leaders in the new world of budgeting. Imagine making budgets in a few hours, rather than days. Imagine transparency next year into the assumptions that were used this year. Imagine the end of budget camp. Hopefully the most time-saving session of AIM 2021.

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

Podcasts and Podcasting - Leveraging the New Medium for Investors and Managers

Podcasting channels reach deeply into very targeted audiences, and provide a new form of connection between experts, explorers and users. If you could reach 1,500 very valuable people every week, what would you say? How would you reach them? Could you effectively partner with someone who already had an audience? Our Apartments on the Go producers will lead a discussion based on their experience and encourage the attendees to share around a variety of multifamily themes:

- podcasts for investors and owners
- finance-related shows
- property management focused podcasts
- podcasts by renters about renting

Leave learning how to be a valuable contributing guest, a paying advertiser or a podcast host or producer.

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