Welcome | Registration Hours of Operation

12:00 pm - 6:30 pm | Hotel Lobby

6:30 pm - 8:00 pm | Conference Center

Sunday Afternoon Arrival | Informal Hospitality Groups

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

Opening Reception

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

Lunch

The Property Management Company of The Future Part 1 - Invitation Only

This session will focus on identifying major frustrations and limitations of current management company structures, systems and inputs. These findings will be brought to Session 2. Attendees will receive Heather’s “Innovation Playbook” publication that assists property owners in planning and executing change at the property and enterprise level.

Across both sessions, topics may include:

Paying for innovation at existing properties
Roles and resources necessary for change
Financial alignment between ownership and management
The promise and limitations of automation
Effective vendor selection
Hiring, training and buy-in
The role of venture capital in initiating innovation

Terrified of TikTok? - Overcome Your Fear and Master TikTok in 30 Days

TikTok became the most viewed website in the world in 2021 – but is it applicable to Property Management?

Follow Show My Property as we start from scratch and implement TikTok at two different apartment communities. Follow us through strategy, filming, editing, and posting, then see the results.

Audience interaction: Attendees will follow along and use their phones to vote on what strategies may have worked best.

Break

Metaverse Marketing Mania — Driving Leasing with Crypto, NFT's, Streaming, and More

Come enjoy a session where we explore the Metaverse — what it is, how marketers can step into it, and how we can drive leases while having some fun and getting out there on the cutting edge of marketing. We'll have a mix of practical applications, Q&A, and games to help you come up with your own hit campaigns you can share with us next year!

Lifecycle Marketing & New Age Amenity Packages

Multifamily leaders understand the challenge of dollars spent turning leads into leases, only to have those precious leases turn over in 12 months. Bringing in unique perspectives across the industry (and across different markets), hear from the experts how lifecycle marketing applies to multifamily, and how technology and amenities can play a central role in creating value through resident retention.

Workshop, Part 2 | Bore No More! Reverse Engineering Attention-Grabbing Stories

Back by popular demand and with fresh content. This Born in Hollywood / Built for Brands “Storytelling 101” workshop has been updated and now covers 2 days. The first of the 2 days – “Bore no more” – covers tension and desire in back-to-back sessions. 

Branded stories and content should not only grab but hold your attention. We’ve all heard what to do, now learn how to do it. Reliably and consistently.  

Reserve your spot here.

Break

Managing Your Investments In Marketing: Service Providers, Talent, & PropTech

What Happens When the Cookie Crumbles...

As users demand greater privacy and transparency, the inevitable death of the third-party cookie is upon us this year. In this session we will explore how this may impact marketing performance and reporting and ways companies can leverage first-party data to continue to provide effective, trackable campaigns.

Private Meetings and Networking Follow up

Hosted Sponsor Entertainment

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.

Morning Yoga Sponsored By Valet Living

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

Registration Hours Of Operation

7:30 am - 6:00 pm | Conference Center

Non-Profit Showcase

For the first time this year, AIM is bringing awareness to a non-profit company that has a direct impact on renters and multifamily companies.

Resident Relief Foundation. To be a temporary bridge that helps residents stay in their apartments during an unexpected financial emergency that is outside of their control. We provide qualified residents housing stability by providing rental assistance and financial education designed to help them better manage finances going forward. Our goal is to help clients avoid eviction and/or homelessness and teach them the basic skills in financial management not taught in our education system.

Roundtable Series

Please join your peers to discuss industry challenges, new technologies, and emerging trends on various topics.

Let's Get Visual: The Visual Apartment Search

Online powerhouses like Amazon, YouTube and Pinterest understand the value of the visual search. There is much the multifamily industry can learn from the visual browsing experiences these sites have perfected. And searching for an apartment is a fundamentally visual process. What do prospects want? To see the apartment and community they’d live in and everything it entails – including where the apartment is located, what floor it’s on, the views, interior features, community layout, proximity to amenities and parking while online.

More than 80% of renters want to see the actual apartment they’ll be renting and its location within the community before they tour. Tech advancements allow apartment operators to create these rich visual experiences and remove that barrier to entry. This session will discuss the potency of visual content in the apartment search. 

Art, Tech & Tenant Engagement (Plus NFTs)

NFT's are furthering tenant engagement through art and utility features.  Topics of discussion will include:

SEO Strategies Your Competitors Don't Want You to Know About

Level up your Google rankings with high impact SEO on your apartment websites. Learn about the importance of tracking your Google footprint, increase your domain authority and improve overall page experience. We will also touch on Local SEO, Social SEO, Google Business Profile Optimization, and the underutilized Barnacle SEO strategy.

Pavilion & Lounge Hours of Operation

8:30 am - 6:00 pm

Hugs Not Shrugs! Saturating Stories With All The Feels

The second of the 2 day workshop – “Hugs, not shrugs” – includes material and concepts not in last year’s session, such as soul and emotion, in back-to-back sessions.

Once you have your audience’s attention, how are you going to make them feel?

We’ve all heard what to do, now learn how to do it. Reliably and consistently.
Each session covers a simple concept, explores examples from Hollywood and brands and then applies them in small group exercises. 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 act.

Reserve your spot here.

Meet With Our Sponsors

Blueprinting A Centralized Leasing Model That Dominates

The multifamily market has been thrust into a period of rapid change across all verticals, creating new opportunities to unlock marketing, operational and technological potential never before seen. While a “centralized” approach to leasing has typically been reserved for locators and small, private management companies, it’s a model being executed, with significant success, across conventional portfolios nationwide and it’s proving to be an absolute game changer for prospects, residents and employees alike.

We’ll turn the stage into a marketing studio, where we hear from an expert who spent all of 2021 constructing and deploying a centralized leasing model and will whiteboard and map out exactly how to make the shift from traditional leasing to a more centralized approach, that turns leasing teams into neighborhood ambassadors who can scale operations, lease faster and provide a more customized experience than ever before.

The Marriage Of Recruiting & Marketing: Takeaways To Maximize Employer Branding

In today’s job market, candidates have choices. They are empowered to know what they want from an employer and not settle for less. How do companies stand out in a job market saturated with other organizations fighting for top talent?

This session will talk through the importance of Employer Branding and the strategic partnership between marketing teams and recruiters in attracting, recruiting, and hiring team members. We will also provide a few takeaways that you can bring back to your teams that won’t add more work, but rather utilize the experts on your company’s brand and opportunities to market to candidates the way we market value to our customers.

In-N-Out Food Truck & Salad Bar

Presented by Pineapple

The Fastest Paced Lease-Up In Washington, DC

Branding Case Study: The Collective Apartments. When your brand aligns with your operations and lifestyle. In October 2021, The Garrett at The Collective secured it’s third Best Lease-Up Pace Award during Delta Associates’ 25th Annual Apartment and Condominium Industry Awards for Excellence. The other two buildings within the Collective, Park Chelsea and Agora, won these awards in 2016 and 2018. Sprout worked with the WC Smith team to craft a custom brand design and message for all three buildings under a master brand - The Collective. Today, we want to share our collective road to success! See what we did there - we love a good play on words.

Break

Empowering The Next Generation Of Marketers

Your leasing teams intimately know your customer in a deeper way than we could ever discover from data or market research. What if we shifted the way we train and develop onsite teams to leverage that customer intimacy and think more strategically to create demand for your communities?

Before you object with “They already have enough on their plate,” we’re talking about minor and scalable shifts that can have a large impact on your business, how customers perceive your brand and their own career growth. Let’s cross-train our leasing teams to be the next generation of multifamily marketers.

In this session, we will cover 7 easy to implement ways you can transform your leasing team into an army of marketers.

Improving Apartments - Higher Yield From Flexible Rental Concepts

COVID stressed to the breaking point many aspects of the travel industry and lodging - including flexible rentals, co-living and co-working. Now, with pent-up demand surging, many cities and travel hubs are bursting with activity. Jamie Lane, VP of Research at AirDNA will share their market-level observations about "revenge travel", the revealed demand from digital nomads and monthly-stay travelers and look at lodging rates versus annual multifamily rents to help drive the investment conversation around flexible living concepts.

Break

How To Ride The Wave

In times of plenty, we must focus on the product, the people, and the improvements that will distinguish you from the pack and insulate your business against future declines. What can research tell us about the intersection of resident loyalty, retention, and the ability to advance rents?  What lifestyle are today's renters seeking? Where are they placing the most value; service, amenities, location, and/or technology? How are today’s renters defining convenience, loyalty, and trust and what impact do these factors play in their decision-making?  

Cocktails & Conversation

Presented by Sugar

Registration Hours Of Operation

8:00 am - 12:00 pm | Conference Center

Roundtable Series

Please join your peers to discuss industry challenges, new technologies, and emerging trends on various topics.

Marketing For Right Brain Thinkers

Join a fun discussion about right-brain marketing styles, strategies and trends.

Why Human-Centered Businesses Win The Race For Talent

We’ve recently witnessed industry-wide changes that point towards a new way of working. The next wave of property management talent is giving serious consideration to the type of career they want to pursue; finding roles that link their interests with purpose is paramount. To attract and retain top performers for both onsite and corporate roles, leaders need to adapt to these changes. In this session we’ll make the case for why building a strong company culture, creating space to learn and grow, and rethinking processes are the key to building your team and achieving your business objectives going forward.

Predictive Apartment Marketing

Most apartment marketing is static, but your vacancy constantly changes! Wouldn't it be nice to generate more qualified traffic when you are going to have an increase in vacancy and save marketing dollars when everything is under control? Adopting a predictive apartment marketing strategy can change all that! In this session, we'll show you how to know future vacancy, predict future demand with data from Google Analytics, and then implement apartment marketing that is both predictive and dynamic.

A Brave New World: Navigating COVID-Times Travel

Pavilion & Lounge Hours of Operation

8:30 am - 12:00 pm

"Popsicles Cause Sunburn": Fun Stories That Make Us Data Smart

Learn how to become savvy about data using fun, but cautionary, tales in and out of multifamily.
Each story teaches an essential "moral" in data science. For example,
- Correlation is not causation
- Garbage In Garbage Out
- Statistical apples vs. statistical oranges
- Measure the right thing
- Beware of untested AI
You make life-changing decisions for your prospects, your residents, executives, and owners. This session will sharpen your decision-making toolset.
(In fact, once you see the above, we promise you will not be able to unsee them!)

Social Media Workshop - The 10 Things You Should Be Doing Now

The modern renter has evolved - especially in the last year. The pandemic has shifted preferences and changed how we work, travel, communicate, shop, and more. It was a great accelerator of digital transformation and we saw social media usage explode, playing a key role in keeping people connected and engaged. It’s crucial for multifamily owners and operators to re-evaluate their social media strategies and amplify the features that post-pandemic renters are most interested in.

Join this session where our speakers will unpack social media trends, sharing the most significant changes in consumer behavior and technology that’ll impact how your communities engage in today’s ever-evolving social media landscape.

New Technology: This Is Cool! Or Will It Make Me Look Like A Fool?

Get the inside scoop on what tech benefits multifamily and what is just “cool”?  

• How to decide what your communities need vs. what vendors say you need.
• What should you understand about your vendor partners besides price?
• How to get buy-in from management on new tech tools and products? 
• What martech solutions are making a difference at leading companies?
  
• What tech does multifamily need that no one is offering yet?
  
  

Break

Master Storyteller Chelsea Handler

Comedian, author, TV host, business executive and cultural critic, Handler will spend an hour helping us understand our customers, and ourselves in these strange times. Taking a break from her current "Vaccinated and Horny" tour, Chelsea can help us understand how cultural changes are reshaping the stories we tell.

Handler's humorous weekly advice column "Dear Chelsea'' is a window into the life-changing forces that are reshaping how people relate to each other. We will learn, listen, and laugh as we tap into the mind of America's funniest and deepest social analysts.

This personal interview will not be recorded. You will have to be there to bask in her glory.

Moderated by: Marcella Eppsteiner