PRACTICAL MAGIC – MARKETING AUTOMATION FOR MULTIFAMILY SPONSORED BY RENTCAFE

There are more opportunities for automation in multifamily marketing than ever before. Still, marketers must take care not to go overboard. The heart of the business is the fact that people trust their homes and their lives with us; don’t squash that goodwill by bombarding your prospects and residents and losing your human touch.

Jamie Gorski and Esther Bonardi

WHERE CUSTOMER ENGAGEMENT AND LOYALTY INTERSECT IN MULTIFAMILY SPONSORED BY MODERN MESSAGE

An engaged resident base is more loyal and more valuable to the community. If you can get residents to engage with you online, and if you can capitalize and grow relationships in the right way -- it’ll be infinitely more valuable. And if you don’t? You’re missing a huge opportunity.

John Hinckley, Gigi Giannoni and Joseph Batdorf

THE NEXT GENERATION OF MARKETING - SPONSORED BY LEASELABS

Multifamily marketing is changing fast. There are a variety of exciting technological tools, analytics and techniques, but don’t let yourself get bogged down with all the gadgetry. The important themes are true across the board: Mobile is king. Storytelling is important. Being memorable and different are the keys to building a great brand with rock-solid customer loyalty.

G.A. Bartick, Peggy Hale and Steven Ozbun

TAMING YOUR BUSY WORKLOAD WITH BOTS, AI & BIG DATA SPONSORED BY RESPAGE

Today’s multifamily marketers are lucky to have a steady supply of automated tools — virtual assistants, chatbots and virtual and augmented reality machinery — at their disposal. But which of these items deliver a meaningful productivity boost, and which are merely empty hype? Which (if any) of these things threaten to do more harm than good? The panelists discussed the ways they use these tools in their own practice, as well as what we can expect for the future.

Ellen Thompson, Shelly Steitz, Chelsea Proehl, Anna Singleton

ALIGNING PROSPECT AND RESIDENT TOUCHPOINTS TO DELIVER A SUPERIOR LIVING EXPERIENCE SPONSORED BY REALPAGE

From prospect to move-out, the renter lifecycle is ripe with opportunities for better business practices. In this eye-opening panel discussion, multifamily leaders will explore what drives acquisition and retention and discuss how you can create a better living experience for your residents. The panel will walk through case studies of the entire leasing and resident experience. Learn how to attract excellent prospects, heighten your conversion rate, and drastically improve property performance using the critical touchpoints as revealed in this session.

Ryan Davis, Kortney Balas, Melissa Robbins and Brock MacLean

CREATING A NEXT-GEN CUSTOMER EXPERIENCE STRATEGY

We all know that creating customer experiences is important. But which of those experiences should take priority? How do we justify long-term investments in things like data and personalization—and tie them to business outcomes? We need customer experience strategies that go beyond just making sure a customer’s journey is smooth. We must invest in next-generation experiences that build movements, transform relationships, and result in exponential growth. Charlene Li goes beyond the platitude of “customer obsession” and shares what it takes to build a culture that keeps customers at the center every day.

Charlene Li, ​Expert on Social Media, Marketing and Leadership; Author of Best-Selling Books Groundswell and Open Leadership

MARKETING AND YOUR CAREER IN THE AGE OF ARTIFICIAL INTELLIGENCE

Technological developments are truly transforming our known world into something out of science fiction. As tempting as it is to be scared or panicked, that’s not necessary. On the contrary, robots and machines are much more likely to free up our valuable bandwidth and resources to accomplish great things that only humans could ever do. The key is to be open and accepting of all the fantastic innovations that the future will bring.

Malcolm Frank and Lynn Klug

C-SUITE: THROUGH THE LOOKING GLASS

Three distinguished multifamily C-suite executives discussed how they broke into the industry, the moment they knew they wanted to make their mark on it and all the various challenges they’ve faced along the way. All panelists -- as well as the moderator -- were female. Because of this, the panel had a timely motif, as the women explained the various gender-related challenges they’d faced in their careers.

Annie Manfredi, Maria Banks, Sharon Hatfield and Alex Jackiw

HIRING AND LEADING EXCELLENT MARKETING TEAMS

High performance is a double-edged sword: Great marketing teams need a healthy balance between technology and the human touch. Don’t get caught up in being an early adopter at the expense of your overall service strategy. Link all your touchpoints as much as possible.What's this item about? What makes it interesting? Write a catchy description to grab your audience's attention...

Jennifer Anderson, Melanie Flaherty, Cassie Khaing and Gianna Negretti

WHEN DISASTER STRIKES, MARKETING TAKES THE LEAD

In times of tragedy, leaders must be honest, human and empathetic. Show you care — even if you don’t have the best information. Be transparent. Honesty is crucial when it comes to mistakes. Scary information is better in small bites, and bad news stinks when it gets buried. Above all, remember that disaster is a customer service event.

Mia Wentworth, Kate Good, Wendy Werner-Draper and Vanessa Siebern

GETTING TO UNATTENDED LEASING: AI, AUTOMATION & THE PATH TO SELF-SERVICE UNIT TOURS

Fully unattended leasing isn’t here yet, but it’s close. By automating certain parts of the renter journey — from the shopping phase all the way to handing over keys (or enabling access on the keyless entry system) — property managers have a prime opportunity to remove friction and increase efficiencies without diving headfirst into the brave new world of robo-leasing.

Kristi Fickert, Susan Vickery, Christopher Beckwith-Taylor, Eric Brown and Rahul Mewawalla

VISUAL MEDIA IMMERSION

The world of visual media is changing rapidly — in multifamily as well as in other industries. A variety of exciting technological applications exist, and they can be readily adapted to your multifamily marketing strategy as appropriate. But remember: Don’t use fancy technology just for the sake of it, and don’t forget the importance of human emotion and connection. What's this item about? What makes it interesting? Write a catchy description to grab your audience's attention...

Robert Gasteiger, Jonathan Oleinick and John Passerini

MILLENNIAL MARKETING: OVERRATED OR UNDER-APPRECIATED?

“Millennial” is a popular buzzword in marketing. But what does it mean? And how can multifamily marketers act on that information? By examining not only the desires and priorities of this key consumer group — but also how they’re likely to evolve in the coming years — marketers can gain valuable insights to inform important choices online and in real life.

Patti Girardi, Christina Singleton, Lia Nichole Smith, Nicole Foster, Nick Kotecki and Danny Mizufuka

DATA DRIVEN MARKETING DECISIONS: THE TRUTH ABOUT ONLINE CONVERSION

Today’s renter is exposed to a variety of ads, promotions and messages before he or she ever sets foot in your leasing office — or clicks over to your website. How do the vanguard of multifamily marketing handle lead attribution and ad spend? The answer is complex, company-specific and constantly evolving.

Trevor Riley, Sarah Greenough, Melissa Sampson and Morgan Porter

FUTURE TECH: MARKETING TECHNOLOGY LOOK FORWARD THROUGH OTHER INDUSTRIES

Multifamily marketers looking to revamp their content, branding and advertising strategy need only consider their own day-to-day habits. Do you do most of your web browsing on your phone? Do you keep a bunch of tabs open in your browser? Do you speak into your smart watch or ask questions of your virtual assistant? Renters are doing all those exact things, too. Make sure you’ve implemented the right technologies to cater to those behaviors.

Mike Wolber, Steven Seghers, Leslie Lee and Nick Allen

FUTURE TECH: ADVANCES IN LEASING AND OPERATIONAL TECHNOLOGY FROM SINGLE FAMILY RENTALS

Multifamily marketers sometimes wonder how much they’re competing against single family. That’s not the right question. Both sectors would be wise to learn from each other. Multifamily excels in branding and single family has the ability to adapt quickly.
Todd Katler, Doug Brien, Tina Mortera and Lucas Haldeman

ACTIONABLE INNOVATION - 9 STARTUP PRESENTATIONS

Nine entrepreneurs presented the big ideas behind the startups they either founded or help run. This session was structured like a hybrid pitch/promo — the startups were not judged against each other, but each entrepreneur offered a concise argument for why his or her company might be the “next big thing” in multifamily innovation.

Ryan Antrim, Mark Case, Everett Lynn, Patti Girardi, Chris Herndon, Marc Rutzen, David Staley, Philip Meyer and John Helm

THE EXTREME EDGE OF INNOVATION

In 2018, the multifamily industry faces many of the same problems that have bedeviled it for decades -- along with some new ones. How should technology be harnessed to improve both the bottom lines of the investors as well as the experiences of the residents who call these properties home? The answer isn’t easy, nor is it fully settled. But there are many exciting developments to watch for in the fields of homesharing, construction and creative lease-up solutions.

Ryan Gilbert, Daniel Cohen, Steve Glenn and Jason Kamen

AIM VIDEO AWARDS

The 2018 AIM Video Awards recognize the cream of the crop in marketing, advertising and internal culture videos for a variety of multifamily companies. The entrants that performed best were the ones that embraced current events and pop culture and those that weren’t afraid to make fun of themselves.

 

Pete Regules, Holly Joy Berkey, Ashley Tatum and Eric Matulka