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    2023 Agenda - May 7th, 2023

    12:00 pm - 8:00 pm

    Hotel Lobby & Conference Center

    Welcome | Registration Hours of Operation

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

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

    2:00 pm - 3:00 pm

    Lighthouse Courtyard

    Collaboration | Internal Meetings

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

    3:00 pm - 4:00 pm

    Lighthouse Courtyard

    Vendor Partner Meetings | Self Scheduled

    Reconnect  or meet with our vendor partners.

    4:00 pm - 5:00 pm

    Lighthouse Courtyard

    Catch up with Old Friends | Speaker Session Meet Ups

    Find your old friends or meet up to discuss sessions/round tables.

    5:00 pm - 6:30 pm

    Lighthouse Courtyard

    Opening Reception

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

    6:30 pm - 8:00 pm
    Invite Only

    Advisory Board Private Dinner


    Monday, May 8th, 2023

    7:30 am - 5:00 pm

    Conference Center

    Registration Hours of Operation

    7:30 am - 5:00 pm | Conference Center

    8:30 am - 5:00 pm
    Pavilion & Lounge Hours of Operation

    Pavilion & Lounge Hours of Operation

    8:30 am - 5:00 pm 

    7:45 am - 8:45 am
    Networking Breakfast & Roundtables

    Breakfast Roundtable Series

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

    7:45 am - 8:45 am
    Breakfast Roundtables

    Podcast Stage

    Sara Graham

    Senior Vice President, Marketing at Beacon Communities

    Virginia Love

    Industry Principal at Entrata

    Jennifer Staciokas

    Executive Managing Director, Property Management at Western Wealth Communities

    Israel “Izzy” Carunungan

    Chief Marketing Officer at LCP Media

    Multifamily Marketing: How It Started, How It’s Going

    In this roundtable discussion, multifamily marketing veterans will detail “how it started” and “how it’s going” regarding their roles. More importantly, they will discuss how marketing roles will continue to evolve as consumer and multifamily industry behavior changes. They will examine how to recruit the right marketing team members in this ever-changing landscape, how marketers can make change work, the future of marketing technology, and will share some advice for the best ways to maximize inter-departmental and supplier partnerships.

    7:45 am - 8:45 am
    Breakfast Roundtables

    Melanie Terschak

    Marketing Director at Go Local Interactive

    Expensive Digital Marketing Mistakes and How to Avoid Them

    Digital marketing mistakes can cost properties thousands of dollars every month in wasted ad spend and lost leads. This roundtable will discuss the most common mistakes happening across property websites, SEO, and Google Ads accounts and simple takeaways that multifamily companies can do to be sure and avoid them.

    7:45 am - 8:45 am
    Breakfast Roundtables

    Martin Canchola

    Cofounder and CTO at ApartmentSEO

    Big Google Updates: Performance Max, Google's Fresh Content Update and Google Maps "Neighborhood Vibes"

    Google is always developing new products and enhancements to their Google Ads and organic algorithms for Google Business Profile. It's important to stay updated on the latest Google trends. This discussion will explore the latest Google Ads Campaign type: Performance Max (PMAX) which takes all rich media and allows you to market on all core Google assets. Then we will dive into the latest Google Algorithm: Google's Fresh Content Update on how you can use EAT to increase your Organic Google rankings, then we will wrap up with new Google Business Profile enhancements like Neighborhood Vibes and more.

    7:45 am - 8:45 am
    Breakfast Roundtables

    Lauren Dewey

    Director of Marketing at National Development

    Marketing Your Marketing: How to successfully champion your initiatives and win over stakeholders

    Marketing is often seen by owners, managers, and investors something that costs money rather than something that makes money. Marketing is typically the first line item to be cut when a property is hurting financially (when it should be increased!). Marketing teams often struggle bridging the gap between their expertise and the owner's financial goals. This roundtable will provide a roadmap for a more fool-proof way to market your marketing and quantitatively show the value of a good marketing campaign, giving you more opportunity (and budget) to show off your marketing expertise -- increasing qualified lead volume leading to more leases and a more profitable property. 

    7:45 am - 8:45 am
    Breakfast Roundtables

    Laurel Howell

    Vice President Customer Experience, Bell Partners Inc.

    Susan Vickery

    Principal at Caryatid Consulting

    Marketing hacks for 1 person team

    Small marketing teams are the rule in multifamily. Not everyone has analysts or internal agencies or social media experts as part of the team. This roundtable will be part support group, and more sharing about how to be effective, efficient and creative when your marketing team is just you and your intern. Or you and your dog. The conversation may go in several different directions. We hope that this roundtable group engagement will include:

    - Layering lead generation
    - Branding resources and strategies
    - Outsourcing overseas
    - Setting up basic analytics
    - Budgeting
    - Marketing plans for special situations (Chat GPT???)
    - Graphics, imaging and signage
    - Advocating for more resources
    - Making your specialty the key to your marketing (not trying to do everything)

    Come prepared to take notes, share and collaborate with others in the same position.

    7:45 am - 8:45 am
    Breakfast Roundtables

    Gretchen Walker

    Manager at REACH by RentCafe

    Kyle Jones

    Manager at REACH by RentCafe

    Search Marketing: Ask Us Anything

    Two search marketing experts managing SEO for 3,000 properties and almost $12M in annual PPC advertising spend are on deck to answer your questions about search marketing. Gretchen Walker and Kyle Jones, managers with REACH by RentCafe, will lead a fun and interesting conversation about all things search.


    7:45 am - 8:45 am
    Breakfast Roundtables

    Andrew Bowen

    Vice President - Industry Principal at RealPage

    Leveraging AI to inform and direct marketing.  

    A discussion around the current state and immediate future of how AI can empower marketers to improve realized demand and drive NOI.


    9:00 am - 9:45 am

    Main Ballroom

    Mark Ham

    Vice President of Business Development & Branding at G5 by RealPage

    Sarah Gencarella

    Vice President of Marketing at Olympus Property

    Joe Coleman

    Chief Operating Officer at Decron Properties

    Expert Panel on Combating Market Changes using Technology for Demand Gen and Branding

    With rents trending down, interest rates trending up, and operators needing to become more cost efficient, strategies that capitalize on technology like smart digital advertising and automation become priority to fill vacancies quickly and reduce wasted marketing spend. Our panel will discuss how they are using technology and other creative approaches during these marketing shifts. We’ll discuss efficiencies in Demand Gen across SEO, Google Business Profile, Advertising, Websites and more. You’ll hear directly from industry leaders on what data informs their decisions, how advancements in technology are helping, and how brands must stand out to get conversions and fill exposure.

    Sponsored Presentation by G5 by RealPage

    10:00 am - 10:45 am

    Main Ballroom

    Kathy Neumann

    Chief Marketing Officer at Rent.

    Janet Rosseth

    Janet Rosseth, CMO at Cadence Marketing Solutions

    Dave Hoffman

    Interim Head of Industry for Real Estate - Multifamily at Google

    The New Science of Multifamily Marketing

    The media consumption habits of the next generation of renters are evolving at lightning speed. Has your multifamily marketing playbook caught up? Is your “stabilized” marketing strategy less stable than you think? Is your lease up, messed up? As fragmentation continues, how can today’s multifamily marketer keep up with the proliferation of channels and platforms: from influencers and TikTok to BeReal, OTT and streaming?

    It may be simpler than you think! In this session, we'll discuss nimble, innovative and practical approaches to Gen Z and millennial marketing. We'll share tangible best practices and examples that can be applied for today’s renter journey, helping you to authentically engage with a new generation of renters and hit occupancy goals, without losing your mind.

    Kathy Neuman (CMO, Rent.) will facilitate a panel of marketing gurus from multifamily and other industry experts including Google and others to discuss the power of an integrated approach to combining traditional marketing strategies with some of the newest marketing channels and trends.

    Sponsored Presentation by Rent.

    11:00 am - 11:45 am

    Main Ballroom

    Esther Bonardi

    Vice President at REACH by RentCafe

    Brooke Henderson

    RVP Strategic Partnerships at Yext

    Nomo Nagaoka

    Project Manager at RentCafe

    Catriona Banks-Orosco

    Director at REACH by RentCafe

    AI and the (rapidly evolving) state of search

    What does the future of apartment search look like given recent rapid advances in artificial intelligence? Where is AI at work today in multifamily, and where is it going? As search continues to evolve, it’s important for apartment marketers to stay ahead of the curve and understand how AI could change the way renters find apartments online. Get insights and tips from experts, including Brooke Henderson of Yext, a leader in search experiences.
    • Discover the current state of AI and how it’s impacting local search
    • Learn what you can do now to prepare for an AI-driven search environment
    • Get best practices that will position your communities for success

    Sponsored Presentation by REACH by RentCafe

    11:45 pm - 1:00 pm
    Networking Lunch

    Lighthouse Courtyard and South Terrace


    1:00 pm - 1:45 pm

    Visit with Vendor Partners

    1:45 pm - 2:00 pm

    Main Ballroom

    Steve Lefkovits

    Executive Producer, Joshua Tree Conference Group

    Dennis Cogbill

    Managing Director, Joshua Tree Conference Group

    Welcome To AIM 2023 with a touch of Magic


    2:00 pm - 3:00 pm
    Opening Keynote

    Main Ballroom

    David Boyle

    Author of Prompt

    Holli Beckman

    Chief Marketing Officer at WC Smith

    Mike Whaling

    Founder & President at 30 Lines

    I Dream of Robots (for Multifamily Marketers)

    We dreamed of robots doing our homework when we were kids. Did you?

    Robot sherpa David Boyle, co-author of the first book on ChatGPT will keynote AIM 2023 -

    “Prompt: A Practical Guide to AI-powered Brand Growth with ChatGPT.”

    David is awesome. He is the founder of Audience Strategies, an agency that helps artists and brands use a deep understanding of their audiences to drive growth. He has 20 years of experience using technology to develop audience intelligence and strategy capabilities in creative industries.

    He’s going to present a fun, funny and compelling strategic guide based on his book to marketing using ChatGPT as an innovative, always-on assistant.

    As a bonus, we’ve asked veteran multifamily marketers Mike Whaling and Holli Beckman to assist David. And then the following day, Tuesday May 9, Holli and Mike will run a workshop on multifamily ChatGPT for marketers that aims (no pun intended) to give attendees a take-home set of workflows to immediately save time and effort and energize your real estate marketing.


    3:00 pm - 3:15 pm
    Networking Break


    3:15 pm - 4:15 pm
    Concurrent Session

    Main Ballroom

    Arthur Kosmider

    Senior Director of Marketing & PR for Lefrak

    Lynn Klug

    Senior Director, Development Marketing Greystar Development Group

    Joya Pavesi

    Executive Vice President of Marketing & Strategy for RKW Residential

    Rukevbe "Rukus" Esi

    Senior Vice President, Chief Digital Officer at AvalonBay

    Centralize, Automate, and Scale your Customer Journeys Using Automated Workflows

    Marketing teams are being entrusted with modernizing multifamily operations:

    1. The responsibility to drive leases, cut costs, and increase resident satisfaction is moving from operation teams to marketing teams
    2. Marketing teams are being given crazy large portfolios to manage
    3. However, marketing teams are still very lean, and the increased responsibilities are not resulting in increased staffing.

    In this session, we’ll talk about our joint experience on how a lean marketing team can solve all of the above problems with the right technology and workflows.

    3:15 pm - 4:15 pm
    Concurrent Session

    Podcast Stage

    Jocelyn Quall

    VP, Marketing at Real Estate Business Analytics (REBA)

    Kaden Czerniawski

    Managing Director of Operations at RangeWater Real Estate

    Allison Walentowicz

    VP, Marketing at Avanti Residential

    Three Decisions I Could Have Made Sooner With Better Data Insights

    With this panel, we want to guide our audience toward overcoming the daunting challenges that data can present (or just the sheer overwhelming nature of hearing the word data) and give examples of how leading with a culture of “evidence-based decision-making” can help them outperform competitors. In short, we sit down with multifamily leaders in Operations, Marketing, and Technology, to discuss three decisions they could have made sooner to impact overall company performance and NOI using better data insights. We’ll cover examples of how putting data-driven decision-making at the forefront of their organization’s culture is leading to tangible results and changes in their day-to-day business practices while impacting company critical success factors & KPIs (revenue, expenses, conversion, and customer service).

    3:15 pm - 4:15 pm

    Lighthouse Courtyard

    Scott Wesson

    Chief Digital Officer at UDR

    Brock MacLean

    EVP & CRO at LeaseHawk

    Windell Mollenido

    Vice President of Marketing and Technology at The REMM Group, AMO

    Chris Hood

    Senior Director of Marketing at Apartments.com

    An Owner, Operator, and ILS Walk Into a Bar...

    New advances in AI are creating escalated marketing ROI, increased conversions, staffing efficiencies, and budget optimizations. The presenters in this panel will share their unique experience, implementation, and data/results of AI as an owner, operator, and ILS.

    4:15 pm - 5:00 pm
    Networking Break

    Private Meetings and Networking Follow up

    5:00 pm

    Hosted Vendor Partner 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, May 9, 2023

    7:30 am - 6:00 pm

    Conference Center

    Registration Hours Of Operation

    Conference Center

    7:45 am - 8:45 am
    Networking Breakfast & Roundtables

    Roundtable Series

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

    7:45 am - 8:45 am
    Breakfast Roundtable

    Podcast Stage

    Tina Mortera

    Vice President, Business Development, West at Bozzuto

    Rachel Roenspies

    National Marketing Director at QuadReal

    Clay Hicks

    President, The Dinerstein Companies

    Centralization Strategies — the CMO's Role

    Many multifamily companies are considering alternative business models to create operational efficiencies including the centralization of some roles. They are challenging the status quo of 1 resource per 100 units and looking at what labor needs to be onsite vs. centralized. What can be automated, what is done by humans and what opportunities does this create for marketing? This roundtable will look at the role, opportunities and implications for marketing and branding in centralization efforts. The audience will hear from some C-level leaders on how they are thinking about centralization, the challenges and opportunities.

    7:45 am - 8:45 am
    Breakfast Roundtable

    Chelsea Jones

    Vice President, Customer Resource Center at Irvine Company

    Dustin Lacey

    Vice President of Marketing and Technology at Mark-Taylor Residential

    Unlock your Peak Operational Performance with Centralized Leasing

    Industry-wide, companies are facing the same realities: staffing shortages, a consumer shift to self-service, a need for specialized operations, and technological limitations. Centralized Leasing is the solution - a unified workforce of specialized teams can deliver elevated service, enhanced visibility, cost savings, and ultimately, a superior living experience.

    This roundtable will discuss how to master the structural transformation and change management of shifting to centralization.


    7:45 am - 8:45 am
    Breakfast Roundtable

    Davidoff Donald

    Co-founder and CEO at Real Estate Business Analytics, Inc.

    Using AI and BI to Make Budgets a 3 Week Process 

    Budgets are the primary information infrastructure of our business, and they take too long to create. And they're inflexible. And it can be difficult to create scenarios, adjust mid-course or provide many users with deep insights.

    This breakfast gathering will be both a sharing of pain - and one apartment veteran's solution to this pain, using AI. If you're happy with your current multifamily budget process, please attend a different roundtable. Ha ha ha.

    7:45 am - 8:45 am
    Breakfast Roundtable

    Judy Bellack

    Industry Principal at Michelson Found Animals Foundation

    Karen Kossow

    Marketing Director at Paradigm Companies

    Brooke Atsalis

    No, Your Property Really Isn't Pet Friendly

     70% of U.S. households currently have a pet and spend over $109 billion annually on caring for them. Yet, the rental housing industry is missing out on the significant financial benefits of capturing this market more fully, hampered by outdated and restrictive pet policies. This roundtable session will explore the misconceptions surrounding breed and size restrictions, how operators have successfully eliminated restrictions, and the financial data demonstrating overall NOI lift experienced as a result of increased retention and ancillary revenue.

    7:45 am - 8:45 am
    Breakfast Roundtable

    Stephen McFadden

    President at Perfect Promotions & More, Inc

    Promotional Products Work

    So much time and effort and money is spent on property development, advertising, listing services but many forget the power of the promotional product as it relates to the full marketing delivery of a community. The goal of this roundtable is to educate the multifamily industry using the data that is gathered by both PPAI and ASI. This data dives deep into the types of products that have the best impact, are kept the longest, most used by geography, age, gender, etc. All of this data can be used to purchase effectively and to help make the most impact in the marketing of a community and its residents.

    7:45 am - 8:45 am
    Breakfast Roundtable

    Brent Steiner

    Founder & CEO of Engrain

    Faith Aids

    Chief Innovation Officer at RedPeak

    The Imminent Revolution in Apartment Websites

    As an industry we have to do something about the crumbling infrastructure of our decades-old apartment website frameworks. Your website should be easy to use for your renters and not just efficient for your team to create and manage. As the rest of the world pushes toward Web 3.0 the vast majority of apartment websites fall short of the evolving needs of the modern renter. This discussion confronts the hard work ahead of us as we envision the future of the online apartment search experience. We’ll bring an actionable roadmap every operator can use to plan for device and browser considerations, privacy and accessibility challenges, and how to manage the tidal wave of unit-level content heading our way. The future is a geographic search with seamless integrations in a reinvisioned form factor. How will we deliver the best online user experience possible and begin to move away from the inadequate templates we’ve come to depend on? Participants will walk away with a clear vision of how to begin planning for their future website strategy.

    7:45 am - 8:45 am
    Breakfast Roundtable

    Daniel Paulino

    Vice President of Digital Marketing for Bozzuto

    Marketing - Ask me anything

    Good morning! Bozzuto’s VP of Marketing, Daniel Paulino has graciously agreed to lead a roundtable discussion of multifamily marketing where no (professional) questions are off limits. The goal isn’t to stump Daniel (though we doubt that you will.) The hope is an involved, small group discussion between marketing professionals of the challenges, opportunities, limitations and possibilities of customer experience, and lead generation. Bring your unsolved challenges, internal disputes, frustrations and let the entire group help to address your pain points. 

    Extra bonus: Daniel is presenting at AIM on Tuesday May 9th at 10:15 on a new concept - the Customer Data Platform. So if you ask nicely, he may give a preview at this roundtable.

    7:45 am - 8:45 am
    Breakfast Roundtable

    Esther Bonardi

    Vice President of REACH by RentCafe

    Sarah Weiman

    Vice President of Marketing with Northland

    Marketing Analytics: Communicating with the C-Suite

    Do you have the attention of the C-suite when it comes to your marketing strategy? How do you make sure marketing isn’t the first thing cut when budget reductions are recommended? Are you confident suggesting paths forward based on performance, need and strategy? Let’s discuss the metrics you use to make a case for marketing, justify your strategy and make wise cuts that impress top-level stakeholders. 

    Join us for a discussion that can shift the view of marketing’s role and impact.

    8:30 am - 6:00 pm
    Pavilion & Lounge Hours of Operation

    Pavilion & Lounge Hours of Operation

    8:30 am - 6:00 pm

    9:00 am - 9:45 am
    Concurrent Session

    Main Ballroom

    Michelle Alicea

    VP of Marketing and Public Relations at Kairoi Residential

    Alexis Tsonos

    Vice President of Marketing at Van Metre Companies

    Jaclyn Hosking

    Director, Acquisition Marketing at Bozzuto

    Christiana Coffman

    Senior Marketing Manager at Thrive Communities

    Matthew Kilmurry

    Founder, CEO at ApartmentGeofencing.com

    Streaming TV – The Future of Advertising for Your Apartment Community

    Streaming TV is a new opportunity for multifamily marketers to get their properties on the big screen and drive branding and awareness at affordable budgets. There have been seismic shifts in the streaming environment this year opening up property-level inventory on hundreds of channels including Hulu and HBO Max and coming soon Netflix and Disney+.

    9:00 am - 9:45 am
    Concurrent Session

    Lighthouse Courtyard

    Adrian De Smul

    Managing Director of Customer Experience at Greystar

    Jacob Kosior

    Vice President of Centralized Services at Cardinal Management

    Dustin Lacey

    Vice President of Technology & Marketing at Mark Taylor

    Brianna Bocker

    Director of Marketing Technology at Cortland

    Austin Lo

    Founder and CEO at Peek

    Too Much Tech? How to effectively co-develop, pilot & deploy future solutions, without overwhelming your org (and losing your mind).

    Multifamily owners and operators want to adopt and innovate, but are increasingly overwhelmed with the ever-growing number of solutions in the market. Leaders are fatigued with inconsistent or haphazard pilot programs that yield inconclusive results, making it hard to know which technologies to adopt – let alone prioritize.

    This session is timely for our industry, because as the multifamily industry slowly but surely catches up with other industries around innovation, it's critical that our leaders have the knowledge to ensure we're adopting and developing solutions that actually make a positive difference -- both for the business, and our residents.

    9:00 am - 9:45 am
    Concurrent Session

    Podcast Stage

    Stephanie Graves

    Multifamily Executive & Magic Maker at Q10 Property Advisors

    J Retinger

    CEO at PooPrints

    Barbara Savona

    CEO and Co-Founder of Sprout Marketing

    The Down and Dirty on How to Market Sustainability

    Apartment companies across the country are emphasizing sustainability in business models, missions and policies, from utilizing eco-friendly materials to implementing procedures that minimize environmental impact and increase resident wellness. Operators are putting sustainability at the forefront of their organizations to not only better serve their residents, but to also make positive contributions to the neighborhoods, markets and ecosystems in which they serve. Some of the leading sustainability marketers lead this engaging discussion on why it's important to market sustainability to residents, the data behind how important sustainability is to target demographics and what the latest environmental, social and governance (ESG) factors mean for modern marketing tactics. 

    9:45 am - 10:15 am
    Networking Break


    Presented by Funnel

    10:15 am - 11:15 am
    Concurrent Session

    Main Ballroom

    Dom Beveridge

    Principal at 20for20

    Mike Bergelson

    Managing Partner at Glencrest Group

    Annie Koo

    Chief Operating Officer at Catalyst

    Design, Collaboration and BizDev: The New PropTech Vendor Paradigm

    How much time do you waste as a buyer and implementer of innovative, tech-heavy products and services?

    Are you content being approached by vendors and hoping that they meet your needs and solve your problems? Or do you wish you had a pathway to get more differentiated technology that is specific to your needs?

    We believe that the multifamily procurement process needs an update to reflect the complexities of what we're buying.

    We're proposing a new model in which property owners take an active role in identifying problem areas, and then specifying the solutions they need. These specifications can be shared with a broad range of vendors that may improve them and offer up targeted solutions. The key is owners taking the risk and guesswork off the plate of the vendors. Proactive specification will lead to better/cheaper products, and more constructive vendor relationships (as is the case with leaning into all relationships.)

    Off the top of our heads come new areas such as:

    AI-driven Marketing
    Sustainability products and initiatives
    AI bookkeeping and back-office automation
    Resident services
    Smart HVAC systems
    Solar power and storage systems
    Electric outdoor grills

    In this session, we will lay out and discuss some parameters for group collaboration. We will also attempt to form working groups that will meet post-aim to have moderated discussions leading to product parameters that can then be bid.

    We will also try to highlight some of the "soft" contractual considerations that prudence suggests should be included in building products and pricing them such risk management, implementation support, integration pathways, data ownership, infrastructure needs, business model clarity and capital commitments.

    End goal: 3-5 owner/manager working groups, who commit to work on creating specific product/service specifications within 3 months.

    10:15 am - 11:15 am
    Concurrent Session

    Lighthouse Courtyard

    Daniel Paulino

    Vice President of Digital Marketing at Bozzuto

    Sara Stiles

    Marketing Manager at Hyly.AI

    Tyler Holmes

    Digital Marketing Manager for PeakMade Real Estate

    Devin O'Brien

    Member of Sparrow Partners' Leadership Team

    How to Build a Multifamily Customer Data Platform to Keep a Step Ahead of the Data Disruptions in 2023

    Data & AI are disrupting the world. Analytics providers like Google; browser platforms such as Safari from Apple, Firefox from Mozilla, and Chrome from Google; Privacy Laws such as CCPA are forcing a wave of disruptions on multifamily.

    We could respond to these ‘forced’ disruptions in two ways:

    1. We could do the minimum possible to live with the reduced capabilities in the stricter data regime.
    2. Or, we could take advantage of this opportunity to build assets that open new possibilities. Specifically, this is the right time to build a First-Party CDP “Customer Data Platform” that can feed your performance marketing efforts.

    This session will touch upon the "minimum possible" solution, but spend more time on the second path of leveraging the capabilities of a CDP.

    10:15 am - 11:15 am
    Concurrent Session

    Podcast Stage

    Stephanie Versin

    SVP, Head of Marketing and Leasing at Veritas Investments

    Heather Wallace

    Managing Director at Bozzuto

    Tyler Christiansen

    CEO at Funnel

    Sunny Juneja

    CEO at Canopy Analytics

    How Centralization is being Re-invented/Democratized by Proptech for Small & Large Firms

    Centralizing key functions of the real estate industry is an opportunity for lowering costs and improving customer service. How can a firm triple its portfolio while adding no more maintenance coordinators? What advances are being made for Centralized Leasing (CLO) and Centralized Maintenance (CMO) operations including AI and cross-department information sharing? Large firms were leaders in centralization, but where are they focused now? How do mid-to-smaller firms use proptech to enjoy some of those same benefits? On the flipside of the promise of proptech, residents/customers are wary of “personless” services, so how do firms integrate proptech efficiencies without diminishing trust? Can property managers benefit from the centralization the same way owner operators have?

    11:15 am - 12:00 pm
    Visit with Partners

    Meet With Our Vendor Partners

    12:00 pm - 1:00pm

    Conference Drive

    In-N-Out Food Truck & Salad Bar

    Presented by Realtor

    1:00 pm - 2:00 pm
    Concurrent Session

    Main Ballroom

    Laurel Zacher

    VP of Marketing and Customer Engagement at Security Properties

    Cayce Coon

    Vice President of Operations at Madera Residential

    Kendall Pretzer

    Chief Executive Officer at Grace Hill

    When Things Get Tough: Conflict Management Tools for Teams

    Internationally-recognized leadership expert and author John C. Maxwell once said, “Change is inevitable. Growth is optional.” As the economy shifts and renter expectations evolve, the opportunity for conflict continues to rise. While trying to figure out what a “new normal” actually looks like, companies across all industries have to be nimble and able to face new challenges in real time.

    One of the largest pain points for onsite teams is the increase in resident conflict, however, it is one area that our teams feel the least prepared for. This conflict can happen in person, but there is a massive increase in conflict via social media platforms, as well as reputation and review systems.

    This session will bring together executive, communication and operational leaders to uncover and prioritize de-escalation best practices, arm attendees with new ways to support their teams in times of conflict and offer real world examples of the impact of proper de-escalation.

    1:00 pm - 2:00 pm
    Concurrent Session

    Podcast Stage

    Kristi Fickert

    VP of Enterprise Growth at Realync

    Tyler Marker

    Director of Marketing & Professional Development at Zidan Management Group

    Turnover, the New Pandemic- Is Marketing the Cure?

    High turnover and acquiring top tier talent is among the largest pain points multifamily faces today. According to the National Apartment Association’s Property Management Industry Pulse survey 74% of multifamily owners say their greatest challenge is HR, Staffing & Recruitment.

    The pandemic caused us as an industry to hyper-explore new systems, technology, and solutions in meeting the modern renters’ needs. While those areas are crucial, it all starts with having a secured, high-performing team in place to make these implementations and initiatives happen. So where does marketing come in?

    Marketing, specifically video marketing, can provide solutions to meet this challenge head on- by showcasing our companies in a way that appeals to the modern workforce, better prepares them for what the role truly looks like and sets the stage for long term employee success.

    1:00 pm - 2:00 pm
    Concurrent Session

    Lighthouse Courtyard

    Lisa Yeh

    Chief Operating Officer at Sentral

    David Madrid

    Senior Director, Short-Term Solutions and Strategic Investments at AvalonBay Communities

    Khushbu Sikaria

    EVP and Head of Multifamily & STR at Inhabitr

    Furniture, Flexible Rentals and NOI - Case Studies of New Yield Generation

    Furnished apartment rentals solve a significant problem and save days or weeks of time for certain groups of renters. They also allow renters not to invest capital in furnishings and customization when that is a bad use of capital. Adding furnishings changes commodity apartment product into a differentiated lifestyle convenience service, that earns much higher rents than unfurnished homes.

    We will present two case studies of furnished units - a REIT case of a flexible percentage of furnished units, available on a 30-day stay, long-term basis throughout a portfolio; and the case of a portfolio purchased and branded dedicated to the convenience of flexible any-term living.

    We've asked presenters to sharecase studies that include:
    - The business case and limitations of furnished rentals
    - Examples of lifestyles that lend themselves to furnished rental living - who are the people who move without major possessions?
    - The logistics of furnishing and creating an attractive product
    - Revenue management and pricing
    - Risk management and getting comfortable with lodging and 30-day stay risk, in contrast to traditional multifamily

    Leave this session with the perspectives of active, modern investors that see furnishing as a way to solve problems for people who appreciate the convenience.

    2:00 pm - 2:15 pm
    Networking Break


    2:15 pm - 3:00 pm
    Concurrent Session

    Podcast Stage

    Ellen Thompson

    Co-founder at Respage

    Automation Beyond AI Leasing Agents: What’s Next?

    Multifamily operators have earned a reputation for being slow to adopt technology, but this is not universally true anymore. Trailblazers and larger operators experimented with centralization and technologies such as self-touring and leasing automation and discovered they dramatically improve income and positively impact resident experience.

    These early successes and the buzz around ChatGPT, and AI in general, have us thinking about what’s next. This session will review what solutions exist today to automate leasing and marketing functions and reveal what automation tools are on the horizon. You’ll also learn why some companies are better prepared to take advantage of new solutions and leave with strategies to help your executive team shift its thinking about technology investments.

    Sponsored Roundtable by Respage



    2:15 pm - 3:00 pm
    Concurrent Session

    Main Ballroom

    Stacy Stemen

    Senior Vice President of Corporate Marketing and Development at Passco Companies

    Justin Choi

    Sr. Director of Marketing at Sequoia

    Delight Merrill

    SVP of Operations at JVM Realty

    Dorota Firek

    VP of Marketing and Partnerships at Tour24

    Mike Wolber

    Chief Revenue Officer at Rent Dynamics

    The Great Reset: How Multifamily Can Reinvent Itself with a Subscription Model

    The World Economic Forum has launched the Great Reset Initiative, a bold program to accelerate entrepreneurial solutions to advance sustainable development. As part of this, companies in every industry are fundamentally reimagining the business models to reflect how people will live in the decades to come. One of the group’s major findings is that subscription-based models that provide flexibility are becoming the norm, especially as staffing shortages occur thanks to the Great Resignation, Quiet Quitting, and other global employment trends. This panel will explore how the multifamily industry can incorporate this mindset moving forward and develop practices that reflect and support the new ways that people live.

    2:15 pm - 3:00 pm
    Concurrent Session

    Lighthouse Courtyard

    Holli Beckman

    Chief Marketing Officer at WC Smith

    Mike Whaling

    Founder & President at 30 Lines

    David Boyle

    Author of Prompt

    Applied AI for Multifamily Marketing - Our Keynote Made Specific for AIM

    Using the keynote speaker's book Prompt as a guide, veteran multifamily marketers Mike Whaling and Holli Beckman will deliver a series of take home prompts that attendees to can use to create more content, save time, perform market research, gather comp data and more.

    3:00 pm - 3:30 pm
    Networking Break

    Refreshment Break

    Presented By IDIQ


    3:30 pm - 4:30 pm

    Lighthouse Courtyard

    Judy Bellack

    Industry Principal, Michelson Found Animals Foundation

    Pete Regules (MC)

    Vice President Residential National Accounts, CORT

    Jennifer Staciokas

    Executive Managing Director, Property Management at Western Wealth Communities

    Brian Cooley

    Editor-at-large for CNET

    2023 Pet Awards | Sponsored By Michelson Found Animals

    The growing number of pets and the increasingly important role they play in the lives of families and individuals present a new world of opportunities for the multifamily industry. The recent Pet-Inclusive Housing Report shows that bridging the gap by increasing the availability of pet-inclusive housing can help families find the homes they need, provide economic benefits to operators, and help up to 8.2 million animals find new homes over time. Many operators have already recognized this and are leading the way in terms of making their rental communities more pet-inclusive, setting an example for others to follow.

    To recognize these efforts, Michelson Found Animals Foundation is proud to announce the 2022 Pet Awards. This inaugural program is your opportunity to showcase what you have done to build pet-inclusive communities.

    Join us for cocktails and mocktails as we announce the winners of this year's Pet Awards.

    3:30 pm - 4:30 pm

    Podcast Stage

    Naveed Ahmad

    Senior Advisor at Southern California Edison

    Kesha Fisher

    SVP of Operations at April Housing, A Blackstone Portfolio

    EV Charging - Infrastructure Wrapped in Demographics and Technology

    How-To plan for and install EV charging stations, in response to burgeoning demand.

    EV charging stations are an infrastructure need wrapped in demographics and technology. Multifamily communities - particularly those in California, will be at the forefront of needing to reinvest to accommodate the needs of renters who are driving electric cars. Happily, right now, there are subsidy programs available from many utilities to easy to cost of paying for new chargers.

    EV charger sourcing and installation is a new process. This session will merge the specifics of SoCal Edison's rebate program with the general experience of multifamily owners who've invested in chargers to help educate attendees on process feasibility.

    4:30 pm - 5:30 pm
    Networking Reception

    Lighthouse Courtyard

    Ed Carey

    Founder and CEO at Audience Town

    Grady Newman

    Founder at Resi

    Girish Gehani

    Chief Operating Officer, Trilogy

    Todd Katler

    CEO of Zark Parking Solutions

    Mark Fiebig

    Founder & CEO at Payscore

    Jen Tindle

    CEO and Co-Founder of CREx

    5 Startup Companies You Should Know About

     We have invited 5 startup companies to take the stage and share their stories.  From unique selling propositions to the value they bring to multifamily, you won't want to miss this discussion.

    • Audience Town
    • CREx
    • Payscore
    • Resi
    • Zark

    Join us for cocktails and mocktails as we hear these stories.

    Wednesday, May 10, 2023

    7:45 am - 12:00 pm

    Conference Center

    Registration Hours Of Operation

    Conference Center

    7:45 am - 8:45 am
    Networking Breakfast & Roundtables

    Roundtable Series

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

    7:45 am - 8:45 am
    Networking Breakfast & Roundtables

    Podcast Stage

    Katie Kane

    Director of Customer Experience at Northland

    Cynthia Powers

    Chief Marketing Officer at MC Companies

    Lisa Tully-Tavian

    Chief Marketing Officer at Sentral

    Trevor Park

    VP of Marketing at Rent Dynamics

    Laurel Zacher

    Vice President, Marketing and Talent Development at Security Properties

    The Power of Experience: The Future of Customer Experience, Marketing, and Brand in Multifamily

    We are discussing how to make low-lift but meaningful experiences with our residents while exploring the emerging trends and topics of CX as they tie into technologies like AI, revenue sharing options like Airbnb, and Brand Loyalty/Rewards Programs like Marriot.

    7:45 am - 8:45 am
    Networking Breakfast & Roundtables

    Kyra Lambo

    Director, Digital Marketing at Equity Residential

    Todd Newton

    Vice President, Head of Marketing, UDR

    The Business Case for Self Guided Tours

    Many of our COVID-era discoveries like Clubhouse, NFTs and Bitcoin are things we’d like to forget. But self-guided tours were an important breakthrough in automation that helped to keep renters moving, and apartment companies leasing. Along the way, we learned lessons about the tech, and changed the leasing model. Come to this roundtable especially if you’re having trouble getting your teams excited about the long-term value of automation and want to discuss leasing velocity, repurposing staff, lease-ups, and providing the technology as part of an amenity package. Creative thinking is encouraged, and everyone will have a chance to share what is working or what they have planned.

    7:45 am - 8:45 am
    Networking Breakfast & Roundtables

    Ben Lerner

    Managing Director at Lerner Associates

    Selling Your PropTech Business

    Join a discussion around PropTech M&A market trends, the sale process and how to begin to prepare your business for a sale. Led by Ben Lerner, one of the industry’s most successful M&A Advisors who has bought and sold businesses for Yardi, MRI and many in between!

    7:45 am - 8:45 am
    Networking Breakfast & Roundtables

    Marcella Eppsteiner

    Senior Vice President of Marketing, Mission Rock Residential

    Marketing and Sales for Vendors

    As vendors to the industry, the sales process can be frustrating, long and even more frustrating. It sucks. As Mike Whaling, CEO of 30 Lines said in a LinkedIn post on April 18, 2023:

    “I'm here to tell you: Your [automated] email isn't going to help you make that sale. At least, not if you're only asking for a meeting.

    Our customers rarely buy off of cold emails from vendors. (Our studio runs marketing for other suppliers, so we have some visibility into what works and what doesn't.)

    They buy from the recommendations they get from their private email group of peers. 

    They're sharing insights with each other.

    They're talking about us behind our digital backs.

    And when they're happy, they're excited to share their experience with their peers. 

    Come join Marcella Eppsteiner for some real talk about how to authentically connect, how to solve actual problems and when to back off for another day. You’ll be grateful.

    8:30 am - 12:00 pm
    Pavilion & Lounge Hours Of Operation

    Pavilion & Lounge Hours of Operation

    8:30 am - 12:00 pm

    9:00 am - 10:00 am
    General Session

    Main Ballroom

    Mark Schulman

    Drummer for P!NK

    Hacking the ROCKSTAR ATTITUDE: How To Ignite Rockstar Performance During Uncertain Times

    Mark’s high-energy, dynamic presentation, Hacking the Rockstar Attitude, can best be described as a Rock show disguised as a keynote. Mark uses three core principles during this kinetic and sensory-driven program – ABC: Attitude * Behavior * Consequences.  You can’t always control what happens to you – as evidenced by the global pandemic – but you can control your attitude, which drives your behavior, and your behaviors determine your consequences. Your audience will walk away with a blueprint for how to incorporate Rock & Roll philosophy, techniques, and swagger in order to overcome obstacles, drive performance, and energize their work and personal lives. Are you ready to rock?

    Key takeaways:

    • Increase Individual and Team Performance

    Through an invigorating, entertaining, and emotional experience, participants gain an understanding of how to immediately employ fundamental and powerful concepts that will elevate their professional and personal performance beyond what they thought possible.

    • Manage Uncertainty like a Rockstar

    Based on his interviews with world-class performers in all industries, Mark has synthesized the secrets to busting through fear, trepidation, and anxiety associated with any type of performance, presentation, pitch, or communication.

    • Shift From “Have To” to “Get To”

    Participants learn how a shift in attitude and perspective can have a tremendous impact on the outcomes for their work and personal lives.


    10:00 am - 10:15 am
    Networking Break


    10:15 am - 10:30 am

    Vista Ballroom

    Steve Lefkovits

    Executive Producer at Joshua Tree Conference Group

    Dennis Cogbill

    Managing Director at Joshua Tree Conference Group

    Welcome to AIM Ops

    10:30 am - 11:15 am

    Vista Ballroom

    Hope Dunleavy

    Enterprise Managing Consultant at RealFoundations

    Tiffanie Byrd

    Managing Director of Operations at Sack Capital Partners

    Carol Enoch

    CEO of Enoch & Co.

    The Age of Self-Service: Automated Customer Touchpoints Set the Stage for Centralization

    The Age of Self-Service: Automated Customer Touchpoints Set the Stage for Centralization – Consumers have spoken. Majority prefer self-service or online-only experiences. And, technology solutions have matured to enable these experiences in a reliable manner. Is the multifamily industry leading or lagging in delivering self-service experiences throughout the resident journey? How do these automations set the stage for centralization of property operations.

    Adoption of self-service experiences is slower than one would expect in the multifamily industry. Marketers and Property Managers are aware of the solutions and opportunities, but lack access to benchmarks and metrics that help them make the case for investment in these important customer experience improvements. Additionally, these automated customer touchpoints are an essential precursor to realizing operational efficiencies and centralizing property operations.

    11:15 am - 12:00 pm

    Vista Ballroom

    Tina Padavich Smothers

    President/Managing Partner at ARTISAN Management Group

    Rich Smothers

    Industrial Engineering Manager at CemenTech

    Stephanie Oehler

    Vice President of People Success at PMG Property Management

    You the jury decide: Can key manufacturing principles be applied to multifamily operations?

    Welcome to AIM Court where the audience is the jury and will decide: Can key Manufacturing principles of Process Optimization and Reverse Engineering be applied to Multifamily operations?

    Our “Plaintiff”, an Industrial Engineering Manager with expertise in all these principles will explain the concepts of Process Optimization and Reverse Engineering, what the steps look like, and the expected outcomes.

    Our “Defendant”, the President of a prestigious management company based in the Midwest and an owner of apartment communities will “defend” the right to use the concepts of Process Optimization to improve automation and people in multifamily operations using Root Cause Analysis, and Reverse Engineering to analyze the tech stack and report workflows to realize greater efficiencies.

    Our “Judge”, a long-time industry veteran and official larger-than-life bringer of energy will moderate the proceedings.

    12:00 pm - 1:15 pm

    Lighthouse Courtyard


    1:15 pm - 2:00 pm

    Vista Ballroom

    Lindsay Duffy

    Director of Marketing & Training at Western Wealth

    Lacy Jungman

    Senior Vice President of Client Success at OneDay

    Michele McWilliams-Tate

    National Director of Leasing at Toll Brothers Apartment Living

    Rob Gayle

    Senior Vice President of Operations at CARROLL

    Recruitment, Retention and Productivity: The Three Legged Stool to Success

    As more teams are being tasked with running lean and doing more with less, associate retention is more important now than ever. From hiring and training, to staffing and compensation, the employee lifecycle requires attention in order to maximize both results and job satisfaction. 

    In this session, panelists will discuss creative, innovative, strategic and thoughtful resources for reducing turnover and increasing retention.  Through personal examples as operators, panelists will share ideas and insight on the most critical aspects surrounding employee retention.

    2:00 pm - 2:45 pm

    Vista Ballroom

    Sparkle Allen

    SVP, Marketing & Brand Experience at FirstKey Homes

    Heidi Turner

    Founder at Blanton Turner

    Kyle Talmage

    Vice President Single Family Rental’s at Westdale Asset Management

    Andre Sanchez

    COO at Rently

    Theresa Steen

    Managing Director for SFR at Cushman & Wakefield

    Erasing the Operational Blurred Lines Between Single Family and Multifamily

    This session explores the emerging trend of cross-over investments between the single family and multifamily markets. Previously, real estate investors managed separate portfolios for each type of property. However, more and more operators, especially multifamily operators, are expanding into different market segments and combining property types into a single investment portfolio. Our panel seeks to generate a dynamic discussion of the advantages/disadvantages of cross-market investments and discuss the marketing and technical challenges that result. We approach the topic by asking a panel of top-tier multifamily operators about the impact of combined portfolios on renters, leasing staff, property managers and ROI.

    2:45 pm - 4:00 pm
    Closing Reception

    Lighthouse Courtyard

    Closing Reception

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