2019 Event Overview
Wednesday, January 9, 2019
12:00 PM - 6:00 PM
2:00 PM -3:30 PM
Registration and Badge Pick-up
Pre-conference Workshop #1:
All Pre-conference workshops included in the BEST Value option
Instagram By Design: Creating a Consistent Brand Identity
Instagram has reached 1 billion active users (that’s nearly 40% more than Snapchat, Twitter and Pinterest combined!) and has become a prime destination for millennial and Gen Z users who are ditching Facebook for its trendier and younger sibling. Many brands are finding ways to interact with the Instagram community and earn personally invested customers who keep coming back for more. But it can be challenging to keep pace with Instagram’s rapid evolution. New features, such as IGTV, group video chat, stickers, shoppable tags in Stories and algorithm changes are rolled out on a seemingly weekly basis. Is your property getting all it can out of Instagram?
Join Erica Byrum, the assistant vice president of social media for Apartments.com and always one of our highly rated presenters, as she answers all your questions and teaches you how to leverage the platform’s full suite of features to craft visual campaigns that drive engagement and tie back to your bottom line.
What You’ll Learn
- Leverage key Instagram and Stories KPIs, including conversions, follower growth, engagement, click-through rates, reach, impressions and exit rate
- Craft a cohesive feed with visual motifs (color, shapes, themes, grid layouts, filters, text) to tie to your brand identity
- What makes the ideal mix of photo, video, lasting and ephemeral content across Instagram and Instagram Stories
- How to leverage micro-influencers in a smart collaborative way
- Contest ideas to crowdsource content and get more brand exposure
- How to track hashtags and audience demographic data to find and grow your audience
You also don’t want to miss Jenn Herman, a forefront blogger on Instagram as she also dives into Instagram during the main conference.
3:45 PM - 4:30 PM
Pre-conference Workshop #2:
Boost Your Leads-To-Lease Strategy By Segmenting Your Audience On Different Paid Social Media Platforms
The use of segmentation is not a new concept for marketers. It has been used for decades as a tried and true tool used to create pricing models and to understand the behavior of purchasers for nearly every industry. One of the largest knowledge assets that you can have is to know which paid social platforms are the most popular among your target audience.
- Learn why running Gender & Age specific Ads on various Social Media Platforms will increase your conversion rate overall
- Review actual case studies for Paid Ads and metrics for the top paid social media platforms
- Learn how custom tailored Paid Social Ads will MAXIMIZE your Micro and Macro conversions
Martin Canchola has 10+ years in the world of digital marketing with a specialty in Local SEO, Search & Social Ads. He has worked with thousands of small-medium businesses before breaking into the multifamily industry, where he leverages an outside perspective on the world of search and digital marketing. He is also proud to serve as the Co-founder & CTO for Apartment SEO, a Premier Google Partner agency. Together, he works closely with Google to ensure his clients’ success!
4:45 PM - 5:30 PM
Pre-conference Workshop #3: VR and Immersive Storytelling
This mini-workshop will explore the future of immersive storytelling and provide attendees solid takeaways and inspirational ideas to implement themselves.
Jason will discuss:
• The human brain on storytelling
• Stepping into the new world and how VR has changed since the 90’s
• Learners as Creators and how big brands are showing and using VR
• Immersive VR to increase profitability in real estate.
• How to evoke emotion using a story
• Real world examples of VR in the multifamily industry from pre to post –production.
Jason Schuster is the Director of Business Development Northern Territory at Show My Property TV, a leading digital marketing agency for the real estate and hotel industry. Jason has extensive experience in both the hotel and multifamily industries. His current special focus is on pre-construction animation and immersive technologies. He has a passion for new technologies and integrating them into multifamily to boost the industry in the direction it needs to grow.
5:30 PM - 6:30 PM
Welcome Reception at the Meritage Resort
Thursday, January 10, 2019
7:00 AM - 6:00 PM
8:00 AM - 8:45 AM
Registration and Badge Pick-up
Breakfast with Exhibitors and Sponsors
8:45 AM- 9:00 AM
Welcome and Introduction
9:00 AM - 10:00 AM
Keynote: The Loyalty Loop: How small things add up to big business - Andrew Davis
We spend a lot of time telling our prospective tenants how different we are. But conduct an online search for a rental property in any market, and you’ll quickly find that we all look and sound the same. We ALL have images of our inviting "resort-style" pools and "award-winning gyms." Every property says they're "conveniently located" with "easy access" to every amenity one could ever need.
It’s time we stop telling people we’re different. Start showing them you’re different.
It turns out one of the most effective ways to grow our business isn’t filling a funnel with low-quality leads. Instead, treat your loyal prospects and tenants as your most valuable asset. It’s time to exploit your loyalty loop.
The loyalty loop leverages your existing tenants, email subscribers, and even website visitors to drive a steady stream of highly valuable, high-margin, new tenants right to your property.
In this exhilarating, hour-long, keynote address, best-selling author and marketing guru Andrew Davis, will help you harness the power of the new consumer journey. You’ll learn how to build anticipation, leverage the honeymoon period, and drive inspirational moments online that result in high-quality, fresh referrals and high-margin renewals. Whether you're interested in increasing demand or increasing awareness for the properties you manage, the Loyalty Loop is designed to build a robust marketing engine that never sleeps.
You’ll leave inspired to re-think the way you win over new lessees and transform the way you service the tenants you already own.
Are you ready to embrace the Loyalty Loop?
10:00 AM - 10:45 AM
Staying Ahead of the Social Algorithm
It's no secret that HubSpot knows social media, with nearly 5 Million Monthly blog visits, 800k Twitter followers, and nearly 2 million Facebook followers - their success has been a result of staying ahead of social media algorithms. In this talk, hear from HubSpot Product Manager Dylan Sellberg who will provide practical tips, tricks, and strategies to ensure your reach stays strong through the consistent tweaking refinement of the network's algorithms. By the end of this session, you will know how to:
- How to learn fast through experimentation of new features and find the right fit for your organization within the multifamily industry
- How to effectively shift a social strategy to meet the needs of new tech
- How to predict the next major algorithm shift through competitive analysis
Dylan Sellberg is a Product Manager at HubSpot in Cambridge, MA. He started his first business at age 11 and has been learning ever since. Today, Dylan collaborates with HubSpot design, engineering, and product teams to deliver remarkable products to HubSpot’s customers. Prior to HubSpot, Dylan worked at Catalina managing the multimillion-dollar portfolios of Coca-Cola and Johnson & Johnson.
He holds an M.S. in International Marketing and Brand Management from Lund University in Sweden which consistently ranks among the world’s top 100 universities, a B.S. in Sports Management from the University of Tampa, and a Lean Six Sigma Green Belt from the University of South Florida. Dylan’s continuing education involves the pursuit of an Organizational Behavior Certificate at Harvard Extension School.
When he’s not solving business problems through product development, you can find Dylan speaking at industry events or out on the golf course.
10:45 AM - 11:30 AM
11:30 AM - 12:15 PM
Champagne Networking Break with Exhibitors and Sponsors
Facebook Advertising Best Practices To Attract & Retain Your Ideal Tenants
Facebook continues to evolve at a rapid pace, and there is some talk that the social network isn't as effective for advertising as it once was. While that may be partially true, there are still ample opportunities available to smart advertisers who know how to stay on the cutting edge.
In this session, we'll look at:
- What's working right now to drive leads & sales in multiple industries (that you can use to guide your ad dollars)
- Why you should at the very least have a Facebook pixel (and Google Analytics) installed on your website
- How to spend as little as $5/day to test ads and get feedback on their effectiveness
- The one Facebook ad campaign you should always be running (that often leads to the best ROI we've ever seen).
- And why you don't need to worry about all the doom & gloom privacy news that keeps a lot of people worried about whether Facebook ads still work or will continue to work.
Rory F. Stern, PsyD is the owner and CEO of RFS Digital Media, LLC, a digital advertising agency specializing in Facebook, Instagram, and various other social media platforms. Through his company, he actively manages between $5-10 million dollars a year in advertising dollars across multiple industries.
12:15 PM - 1:00 PM
Video Marketing in 2019: What Should Be Your Focus?
Marketing via video is the biggest way to reach people today and video is more popular than ever. With 80% of global internet traffic to be attributed to video by 2020, even the smallest brands can no longer ignore its impact. Video is no longer just one piece of your overall marketing plan. It’s central to your marketing efforts … especially your social media strategy. Video options are also endless— brand videos, meet your team videos, behind the scenes/reality videos, video recordings of live events/presentations, drone videos, 360 degree, nd virtual reality videos, and customer stories are just a few ways that video can elevate your brand.
In this session, we’ll break down the latest trends in video marketing and how we apply it to our content strategy. You’ll learn:
- How do you break through the digital clutter?
- How Instagram TV generates business
- How you work with independent videographers vs. major production companies vs. in-house creatives
- How you devise an effective video strategy
- And you will see relevant and powerful video examples that will inspire you
Jamie S. Gorski is chief marketing officer for The Bozzuto Group. Jamie is an industry visionary who taps her expertise in brand strategy to create initiatives that strengthen brands and increase revenue. At Bozzuto Jamie provides strategic direction, overseeing all brand, marketing and public relations efforts for Bozzuto’s top-rated development, construction, property management and homebuilding divisions.
With more than 30 years of real estate experience, Jamie is well-known for revolutionizing marketing in the industry. She has won numerous awards, including over 35 national honors from The Webby Awards, Multifamily Executive (MFE), National Apartment Association (NAA) and National Association of Home Builders (NAHB). Recently her team was honored with a technology award from University of Maryland for Bozzuto Listens. Jamie was chosen as Legend in the Industry by Multi Family Pro. The Journal of Property Management honored her as one of the women changing the world of real estate management, and she was named as one of the most influential multifamily executives to watch by Multi-Housing News. She was recently honored by the CMOs Leading Innovation Conference (CLIC) with the Beacon Award.
Elyse studied advertising and photojournalism at Chapman University's film school, then worked for Sundance Film Festival. She got her start in front of the camera modeling for Nike, anchoring the news for an online broadcast, and made appearances in numerous network TV shows filmed in New York City. This conditioned her to learn how to direct talent. Elyse transitioned behind the camera when she moved to DC, working as a broadcast news writer & producer for China Global Television Network.
This offbeat career path was the perfect recipe to lead Elyse to discover what she loves most – visual storytelling for creative individuals and businesses. She has traveled the world to find and show the stories of people who are driven to create something. She is inspired by the stories of each client she chooses to work with and thrives in helping them grow through their work together.
1:00 PM - 2:00 PM
2:00 PM - 2:45 PM
Google Analytics Suite for Social Media Marketing
Google Analytics is a powerful tool for any Social or Content Marketer. Google Analytics is part of the new Google Marketing Platform that includes tools for optimization, data visualization, activation, and more. If you want to better understand your audiences, understand how your content and social media is performing, or find opportunities where you could be providing a better experience for your users this session is for you!
After attending this session, you'll know how to:
- Measure: Measuring Content and Social Media with the Google Marketing Platform
- Optimize: Content Optimization with Google Analytics and Google Optimize
- Segment: Audience Building and Analysis
- Report: Automated reporting for all of your data sources with Data Studio (Free Enterprise Dashboarding)
- Activate: Take action on your insights
Charles Farina is Director of Growth and Development at Analytics Pros. With 10+ years of experience in Digital Analytics, almost all of which have been with world-leading Google Analytics 360 providers. Deeply experienced in attribution, cross-device and cross-platform analytics, and marketing data integrations. Charles has performed hundreds of Google Analytics training and workshops across the world ranging from small businesses to Fortune 100 global enterprises.
2:45 PM - 3:30 PM
The Content Marketing Pyramid: How to Acquire and Retain Residents with Content
In this talk, we'll explain how you can use the content marketing pyramid to efficiently create content for all your marketing channels including social media, webinars, presentations, ebooks, blog posts, infographics and everything in between. We will demonstrate examples of how this strategy has been used to engage existing residents, increase visibility to prospective new residents, and ultimately generate more revenue for your multi-family properties.
Brady Delahanty heads customer acquisition and retention at Curata where he works with hundreds of customers globally on improving their content marketing initiatives. Prior to Curata, Brady worked at both uberVU and Hootsuite, where he worked with enterprise brands such as the US State Department, US Army, and AmerisourceBergen to more effectively use social media to measure growth and drive engagement.
3:30 PM - 4:15 PM
Champagne Networking Break with Exhibitors and Sponsors
4:15 PM - 4:45 PM
Social Media Targeting Considerations In The Context of Fair Housing Laws
While most marketers in the multifamily space understand the principles of creating ads that are compliant with Fair Housing standards, they must also consider how those ads are being served. One of Facebook’s key selling features is the ability to deliver highly targeted ads to consumers most likely to drive leads for your business. However, a marketer’s zeal to optimize may run into violations of Fair Housing regulations that are based on equal access and availability.
In this session we will:
- Discuss broadly the concept of why ad optimization may violate Fair Housing rules
- Highlight a few of the recent court cases surrounding this
- Explain why you should consult an attorney when considering targeting options for your social campaigns
Laura leads the real estate team at Wpromote and brings over 10 years of digital marketing experience in the property management, retail, and hospitality verticals. She supports some of Wpromote’s top hospitality clients and leads the growth and development of her team. Laura speaks regularly on a range of relevant industry topics and has participated in panel discussions at the NMHC Student Housing Summits.
Lauren began her digital marketing journey over four years ago and has found love at first click. She is a Senior Digital Marketing Manager on Wpromote's real estate team and drives growth for clients using full funnel strategies that include paid search, social, and SEO strategies. While Lauren has an obsession with all things Google, social media is her favorite channel and she keeps up to date with the latest changes by reading digital marketing blogs and regularly attending conferences like State of Search.
4:45 PM-5:30 PM
5 Social Media Trends That Will Take Over in 2019 and How to Prepare
Today, social media is so much more than pretty pictures, witty commentary, and gifs from “The Office”. Social media users - your tenants or prospective tenants - spend their days in and out of social platforms researching, reading, recommending, sharing, interacting, and making major purchase decisions.
Ninety percent of those users access social from a mobile device, and the typical American uses 3 of the 8 major platforms regularly. Social platforms have made important updates to keep pace with this ever-shifting user activity and expectations. These changes have brought to light 5 key trends that will define social media marketing in 2019.
In this session, we’ll explore the following trends, why they matter for tenant-focused social media marketing and how multi-family properties can take advantage.
- Reviews reign supreme
- Social interaction is the new customer service
- Authentic engagement wins over likes and views
- Platforms are going micro over macro
- The death of organic reach
Afif Khoury, Founder and Chief Executive Officer (CEO) of SOCi, Inc., has been at the forefront of technology for 20 years. From his early contribution to the Human Genome Project, a career as a high tech mergers and acquisitions attorney, a manager of two successful venture capital funds and Founder & CEO of two successful startups, Afif has made a career out of following the data.
5:30 PM - 6:30 PM
Networking Reception at the Meritage Resort
Friday, January 11, 2019
8:00 AM - 9:00 AM
9:00 AM - 9:45 AM
Breakfast with Exhibitors and Sponsors
Keynote: The Rule Breakers Guide To Social Media
We all have a little rule-breaker in us! This talk will question certain rules we have been taught to follow when it comes to marketing and advertising. Crammed full of expert anecdotes, stories, tips and advice to help you get ahead in this new ‘creative age’!
- The best social media tip for the multifamily industry …. ever!
- How to build the social currency of your brand
- How to bring value and look after your consumers online
- How to future-proof your social media including the dreaded algorithms!
- Also, what happened when I gave away my guitar to one fan?
Damian Keyes is a musician who has performed with some of the biggest artists in the world including Eric Clapton, Alanis Morissette & Bob Dylan. At the age of 23 Damian founded The British and Irish Modern Music which is now the largest full-time independent music education provider in the world valued at over $80M. Damian owns several businesses including DK Music Management (The UK’s largest commercial management agency) and Black Rock Media.
Damian is also an Amazon best-selling author after his debut book ‘The Rule Breakers Guide To Social Media’ hit number one on the Amazon business and marketing charts.
9:45 AM - 10:30 AM
How to Maximize the Impact of Instagram
Millennials account for the largest demographic of rental tenants today. And do you know where millennials hang out? On Instagram! Join Jenn Herman, the world's forefront blogger on Instagram marketing, for a jam-packed session that will give you actionable takeaways to implement immediately and which will help you attract more tenants and increase resident retention rates! She will give you specific content strategies and detailed insights into what will make Instagram work for you. In this session you'll learn:
• How to maximize your bio to connect with new potential tenants and existing tenants better
• How to create content that appeals to your ideal audience
• How to use hashtags, Stories, and more to grow your audience on Instagram
Jenn Herman is a social media consultant, speaker, and globally recognized Instagram expert. She is the forefront blogger on Instagram marketing and her blog, Jenn’s Trends, has won the title of a Top 10 Social Media Blog in 2014, 2015, and 2016. Through her blog, consulting, and speaking Jenn provides tips, resources, and training for small to medium sized businesses that need to structure their social media strategies. Her business background includes Administration, Sales, Human Resources, and Marketing and she enjoys bringing all these skills together to help you grow your business.
10:30 AM - 11:00 AM
Networking break with Exhibitors and Sponsors
11:00 AM - 11:45 AM
Brand Against The Machine - How To Build A Brand That People Care About Using Social Media
During this presentation, you will discover how to get your brand to stand out and be remembered online. Mixing humor and actionable strategies, this presentation will show you how to market your products/services on social media without annoying prospects.
- You'll learn how to build your brand on ANY social media platform
- Two easy steps for getting people connected to your brand through social media
- How to ensure your online marketing is effective
- What content to post that will position your brand as an authority in your market
- The critical social media adjustment you can make right now to increase sales
- You'll discover the secret definition of marketing that only the world's top brands know
John Michael Morgan is a best-selling author and coach to some of the world’s most well-known brands. Known for his energy and tell-it-like-it-is style he's an in-demand speaker traveling across the world to teach on the topics of branding and mindset. He's helped companies such as Google, Twitter, and BMW just to name a few.
John previously owned his own real estate company that he sold in 2008. John grew up in real estate as his parents own a construction business as well as apartment complexes.
11:45 AM - 12:30 PM
“I Spy An AI”…And I Follow Her on Twitter Along With Her Other 1.5M Followers. She & I Have A Lot In Common. Did I mention she’s CGI?”
CGI Hotties, Botniks, CoBots, RoBots, CloudBots, ChatBots, PowerBots, even BusyBotties, are among the Aritificial Intelligence “beings” cropping up in MarTech, FinTech, PropTech, RevTech, CyberTech…fill-in-the-blank Tech. Ruled by alogrithms and the fun, frailties and foibles of their followers, they are influencers in what we buy, eat, listen to and do. This session does a deep(ish), dive into these trends as well as takes on Google Assistant, Amazon Echo, Microsoft Cortana and Apple's Siri out for the ultimate test drive.
Questions we’ll ponder in this thought and chuckle-stimulating session include; “Which AI has the best sense of humor? How will a human audience respond to a stand-up set written entirely by smart gadgets? Are we crazy? Is this all happening too fast? Can I wrap my arms around this? How far behind the curve am I on this? Is there help out here for me? Where can I find a “Robot Whisperer” to manage the Voice and Personna of my Brand”?
VP, Leasing & Marketing
VP Talent Management
Pinnacle Property Management Services
CF Real Estate Services
CMO - Marketing Doer
12:30 PM - 12:45 PM
Closing Remarks and Announcements