2021 Agenda

Wednesday, July 14, 2021

12:00 PM - 6:00 PM

1:00 PM -2:00 PM

Registration and Badge Pick-up
Workshop #1:
All workshops included in the BEST Value option

Why 2020 Could Change Social Media Forever

The role social media played in keeping people connected and engaged in 2020 was crucial and we saw social media usage explode. There is no doubt, COVID-19 will have an enduring impact on society. The pandemic, self-isolation, and economic uncertainty could change consumers’ attitudes, behaviors and spending habits for years to come. 

Whether the necessary social media strategy was in place or not, companies have been forced to reactively transform entire social media strategies and adjust to remote working on the fly. Now that companies have had time to settle into a new normal, it’s imperative that mindsets change from reactive thinking to proactive. What property management companies do now will impact how well they perform in the future. Join Erica Byrum, the assistant vice president of social media for Apartments.com and co-author of Youtility for Real Estate as she discusses how consumer behavior has shifted, new social media trends and best ways for apartment professionals to make lasting connections with people on social media. 

What you’ll learn:

  • Learn how to adjust your social media strategy to meet the constantly evolving expectations and behaviors of residents and prospects.
  • How to create an authentic, empathetic, meaningful social marketing strategy for your brand.
  • How to approach your social media content strategy moving forward.
  • New features released across the major social media platforms and design ideas.

Join Erica Byrum, always one of our highly rated presenters at the conference, for this lively and interactive session!

Erica is the assistant vice president of social media for Apartments.com,  the leading online apartment listing website and its network of nine home rental sites powered by CoStar.

With 16 years in real estate marketing, Erica is an industry visionary whose expertise is rooted in social media and digital marketing to strengthen brand presence and increase revenue. Erica directs the business development, product marketing, sales and operations efforts for its social suite of products, a full-service offering that optimizes the online reputation and social media footprint for multifamily real estate properties.

Co-author of Youtility for Real Estate, Erica is well-known for revolutionizing social media and has become a top influencer and sought-after speaker at many marketing and industry conferences. She is a recipient of the PR News Social Media MVP award, the Sarah Malone award, a two-time President’s Club winner, and a  2nd place winner for Top Deal of The Year in 2019. An accomplished marketing professional, her contributions have made a significant impact on large brands spanning multiple industries including residential and multifamily real estate, vacation rentals, commercial truck and equipment, and sports and entertainment. 


Workshop #2: TBA

3:15 PM - 3:45 PM

Workshop #3: TBA

4:00PM - 4:30 PM

Workshop #4: TBA

4:45 PM - 5:30PM

Workshop #5: TBA

5:30 PM - 6:30 PM

Welcome Reception at the Meritage Resort

Thursday, July 15, 2021

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- 9:15AM

Welcome and Introduction

9:15 AM - 10:15 AM

Keynote: Complaint Free Business by Will Bowen

Business executives and employees deal with hundreds of complaints on a daily basis — complaining coworkers, complaining customers.

In Will's Keynote session, you'll learn:

  • What’s wrong with complaining? (Chronic complaining’s destructive effects on health, relationships, and success)
  • What is (and isn’t) a complaint? (This will surprise and shock you )
  • The 5 reasons people complain (Remembered by the acronym G.R.I.P.E.)
  • How to get other people, and ourselves to stop complaining (Yes, it’s possible)
  • Positive leadership in a negative world (Building the best business you can with the resources you have)

Everyone will leave inspired, mindful of their own complaints, and motivated to approach complaining customers and co-workers with new, simple, and effective strategies.

Will Bowen has been featured on Oprah, The Today Show, Dr. Oz, CBS Sunday Morning, The ABC Evening News, Newsweek, People magazine, Forbes magazine, O magazine, and Chicken Soup for the Soul.

In 2006 Will was the minister of a small midwestern church delivering a series on prosperity and noticed that his congregation all said they wanted greater prosperity– that is: more stuff. But, they all complained about what they already had.

He suggested everyone try and break the complaining habit by going 21 days in a row without complaining. Will gave purple rubber bracelets to everyone in attendance urging them to put the bracelet on either wrist and switch it to the other wrist with every spoken complaint.  Will’s idea EXPLODED around the world.

So far, more than 11 million complaint bracelets have been distributed worldwide. The six millionth Complaint Free® bracelet was personally presented by Will to the late Dr. Maya Angelou.

Will has written 5 books (so far) that have sold in excess of 3 million copies and have been translated into more than 25 languages. Will travels the world motivating businesses and organizations of every size, from conference rooms to amphitheaters. His presentation clears up the “ear pollution” of complaining in a way that is engaging, inspiring, and funny!

10:15 AM - 11:00 AM

Neuroscience and Marketing: How People Make Decisions - Part 1

In Part 1 of two sessions, Tracy will provide you with an understanding of neuroscience and how it relates to each of us on a daily basis. You'll walk away with practical steps and procedures you can directly apply to your own lives to learn new habits and break the old that hold you back.

Have you ever wondered why some campaigns connect with people while others fail? Want insight into how the brain makes decisions that compel people to take action? Explore the science behind how people make decisions: learn six principles of persuasion marketers should understand and how they can use concepts such as mirroring and anchoring in their messaging.

Neuromarketing is a term Tracy Trost uses to describe the process of creating marketing materials around what neurologically affects people on the subconscious level. It’s marketing to their primal brain to trigger a subconscious reaction based on a belief. Emotions are responses to belief systems. Once you understand belief systems, you can tap into emotions.

He uses several subconscious belief systems in neuromarketing, some of which he discovered while studying Robert Cialdini’s book, Influence, to help him better understand neuroscience. In the book, Cialdini covered six principles of persuasion and Tracy will explain these six principles of persuasion  that marketers should understand and how they can use concepts such as mirroring and anchoring in their messaging.

Tracy Trost is a neuroscience marketing expert and the lead visionary at TCM Creative, where he creates fundraising commercials for non-profits. Trost brings award-winning television production experience to the world of fundraising for the world’s top non-profits. He and his team have produced the creative strategy and television commercials for such clients as; Shriners Hospitals for Children, The American Red Cross, Wounded Warrior Project, Disabled American Veterans, March of Dimes, Smile Train, and The American Legion.

About 6 years ago, sparked by curiosity about why people reacted to different marketing materials and not others, Tracy began exploring the neuroscience behind those reactions. Tracy has always enjoyed talking to people, getting their stories, and really understanding what makes them tick. But it wasn’t until he entered the world of non-profit fundraising, where ROI is measured down to the penny, that he started thinking about how he could refine his skills to the point where he could understand what causes someone to give when they see one commercial versus another. 

11:00 AM - 11:45 AM


11:45 AM - 12:30 PM

Champagne Networking Break with Exhibitors and Sponsors


Creating and Managing an Online Community for Your Community of Residents

Your residents share more than their communal space: they share their experiences and day-to-day lives online. Social media has become as much a part of everyday life as your morning coffee, and communities form around anything and everything. That includes your properties. Creating a welcoming environment and keeping residents happy extends beyond the physical domain, and with a carefully laid out strategy, it can become a hugely valuable asset.

Participants in this session can expect to learn the following:
● Understanding the various media where your tenants can engage, and what the benefits might be of building communities on each
● How to leverage new media for direct resident engagement and coordination so as to improve the overall quality of life and resident satisfaction
● New ways of taking advantage of these online communities to increase occupancy and passively find new residents

Corey Padveen is an industry-leading marketing data expert with extensive experience building strategies and working with brands in a variety of industries to execute measurable growth campaigns. He is a partner at t2 Marketing International (https://t2.marketing), an award-winning marketing consultancy that has worked with some of the largest brands in the world over its 30-year history.

Corey’s background in economics is focused largely on econometrics – economic statistics – which has allowed him to develop unique, first-of-their-kind approaches to analyzing marketing data and identifying new opportunities for t2’s clients. He has pioneered the concepts of social equity, which has provided a basis for an expansive study on new media measurability, and Responsive Branding, a proprietary concept which leverages vast amounts of market data to develop more effective strategies.

The highly in-demand nature of Corey’s expertise has led to him speaking at conferences, summits, and corporate events all over the world. He contributes regularly to a variety of online and print publications, and sits on a number of advisory boards, including the global Ampersand Advisory Board for gaming. Corey is the author of “Marketing to Millennials For Dummies” as part of the For Dummies series for Wiley, and a contributing author of Marketing All-in-One For Dummies.

12:30 PM - 1:00 PM

Tips for Creating Striking Visuals of Your Listings on Your Social Feed 

When you pick up your iPhone to shoot, are you thinking about composition and lighting; the two most important elements of great photography? Do you have separate strategies for indoors and outdoors? Since iPhones make it easy to look like an experienced photographer, Linda will make you comfortable with framing, cropping, rules of thirds, background awareness, symmetry and patterns, hard and soft lighting, exposure control, and more! You’ll walk away with a better understanding of what makes good interior composition, what lighting is best for interior shots, and two basic editing apps you should be using in order to create striking visuals on your social feed!

Linda Holt, of Linda Holt Creative, launched her interior design business in 2011 after a twenty-five-year career as one of Boston’s top commercial headshot photographers.  Her past photography clients sought her out not only for her ability to make them look their very best but for her skill in having their personality shine through the lens. Today she applies those very same principles to designing rooms that not only look beautiful but reflect the unique personality of the homeowner and their family.  Linda’s blog, “Focus on Creativity” is where she shares her two passions of photography and interior design. Over the past few years, she has put aside her heavy DSLR cameras and now shoots exclusively with her iPhone. She is currently working on an online photography class geared toward interior designers and creatives to help them get the best photos possible using their iPhone. Linda is also a contributing writer on trends and design for Merrimack Valley Magazine.

1:00 PM - 2:00 PM

2:00 PM - 2:45 PM


Google My Business: Why It Matters More Than Ever!

Apartment Marketing was turned upside down when the pandemic hit and suddenly you had the whole world go completely digital. Google My Business is one of the first sources found online by potential residents and will continue to play an important role in boosting your Community’s Brand Equity. Let’s get together to learn all things Google My Business, so we can ignite your communities website traffic to the best level. Get better placement in Google Maps to increase your online exposure by joining this session. 

 Actionable takeaways include:

  • How to Maximize Your Google Knowledge Panel
  • New Features of Google My Business
  • Boost Your Brief Description on GMB
  • Enhancing Your GMB Listing w/ Highlights and Attributes
  • Utilizing GMB Products to Promote Your Floor Plans
  • Google Q & A Tips
  • Why Reviews Matter More on Google My Business
  • How to Encourage Users to Leave Google Reviews
  • How to Optimize Your Google Posts to Boost SEO
  • Gain Insights Into Your Community with GMB Insights

Martin Canchola has 15+ years in the world of digital marketing with a specialty in Local SEO, Search & Social Ads. He has worked with hundreds 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!

2:45 PM - 3:30 PM

How to Measure the ROI of Your Marketing Strategies

There is a myriad of different ways to market your business on social media and all of them require time and money. In this session, we will review data from dozens of apartments and companies within the hospitality spectrum to determine where exactly you should be aligning your resources. Using these successful organizations as our guide, we’ll analyze their approach to social media marketing and identify a few of the most effective social media marketing strategies. Perhaps most importantly, we’ll have this discussion within the context of a marketing plan so you’ll be able to take home a comprehensive framework for use with your business.


  • A framework you can use to evaluate social media digital marketing
  • Metrics to track and analyze the success of your business’ marketing performance
  • Online marketing strategies which generally have the best ROI 

Peter Ross has defined the vision, strategy, and culture of 829 Studios since its founding in 2007 in Boston. It has been his mission to help clients transform their data into strategy and provide an integrated approach that blends creativity with technological sophistication. He is constantly hunting for new opportunities clients can leverage to achieve differentiation, develop competitive advantages, and better communicate their brand story. Clients include a range of companies from healthcare to camps who provide innovative and mindful products for their consumers. Peter also has a great understanding for how digital design marketing can build brand awareness and accessibility.

He serves on the Board of Advisors for the Family Travel Association, the America Outdoors Association, and TEDx Kenmore Square.  He is also an active member of the Adventure Travel Trade Association.

3:30 PM - 4:00 PM

Networking Break with Exhibitors and Sponsors

4:00 PM - 4:45 PM

Five Applications of AI for Marketers

AI and machine learning are everywhere, and marketers are struggling with major questions like "What exactly is AI?" and "How will this impact my work?" John Wall of Marketing Over Coffee and Trust Insights will explain what AI is (and isn't), and how to apply machine learning to marketing programs you are already doing.

In this session you'll learn:

  • How to use AI for predicting marketing trends and strategy
  • How to use Machine Learning for understanding messy data like customer feedback
  • How to use Attribution to determine which marketing programs are working

John J. Wall writes, works and speaks at the intersection of marketing, sales, and technology. As Partner and Head of Business Development at Trust Insights, he is responsible for managing all aspects of sales and customer success. He is the producer of Marketing Over Coffee, a weekly audio program that discusses marketing and technology with his co-host Christopher S. Penn, and has been featured on iTunes. Notable guests include Seth Godin, Simon Sinek, Chris Brogan, David Meerman Scott, and Ty Pennington. His work has been profiled by Forbes, Inc., CBS, DMNews and The Associated Press.

John has held positions specializing in Customer Relationship Management, Marketing Automation, and sales support systems at both venture-funded and privately held businesses, working with clients such as Microsoft, Oracle, and Salesforce.com. He’s spoken to audiences from 2 to 2,000 at events like Dreamforce, INBOUND, and for groups like MarketingProfs, Association of Inside Sales Professionals, PRSA, and more.

His latest book, The Marketing Over Coffee Playbook is the follow up to B2B Marketing Confessions, both available on Amazon

4:45 PM-5:30 PM

SOCi and Forrester Research: Top Marketing Trends for Multi-Location Businesses

According to Forrester’s recent study commissioned by SOCi, The Localized Marketing Imperative, it’s a necessity for your marketing strategy, including social content, SEO & reputation management, to be localized. In this session with SOCi's CEO, Afif Khoury, he'll dive into the top digital marketing trends for multi-location businesses. You can expect to learn:

  • The secrets to building real connections with your consumers in 2021 and beyond
  • What is E.A.T.?
  • The rise of non-branded search
  • How social is having an increasing influence on your company's SEO
  • Challenges impeding your localized marketing success

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, July 16, 2021

8:00 AM - 9:00 AM

9:00 AM - 9:45 AM

Breakfast with Exhibitors and Sponsors

Keynote Speaker #2 TBA

9:45 AM - 10:30 AM

Neuroscience and Marketing: How People Make Decisions- Part 2 with Tracy Trost

In the second session and followup from the Part 1 on Thursday morning, Tracy will show you how to use what you have learned from Thursday's session in your social marketing efforts to cause people to trigger and take action and convince them to make a decision. Gaining tenants this way will also help with retention.

Understand What Causes People to React or Take Action. Tracy has spent over 30 years in the marketing world and has found that the big question is always how to create something that will cause an audience to take action. Like many of us, Tracy didn’t always realize that he was triggering people subconsciously. He just thought he was a great marketing guy who was able to hit on the right mix of pictures, copy, taglines, headlines, and other elements that caused the viewing audience to take notice.

Tracy Trost is a neuroscience marketing expert and the lead visionary at TCM Creative, where he creates fundraising commercials for non-profits. Trost brings award-winning television production experience to the world of fundraising for the world’s top non-profits. He and his team have produced the creative strategy and television commercials for such clients as; Shriners Hospitals for Children, The American Red Cross, Wounded Warrior Project, Disabled American Veterans, March of Dimes, Smile Train, and The American Legion.

About 6 years ago, sparked by curiosity about why people reacted to different marketing materials and not others, Tracy began exploring the neuroscience behind those reactions. But it wasn’t until he entered the world of non-profit fundraising, where ROI is measured down to the penny, that he started thinking about how he could refine his skills to the point where he could understand what causes someone to give when they see one commercial versus another.

10:30 AM - 11:00 AM

Networking break with Exhibitors and Sponsors


11:00 AM - 11:45 AM

How to use short videos for more impactful social media posts

Short video content has become one of the best ways to grow social media engagement. Platforms like Instagram, Pinterest, and YouTube have taken TikTok’s lead to capture community attention. In just 60 seconds you can gain thousands or millions of views. Companies are gaining traction and making sales faster than ever before with quick clips.

Property management companies can capitalize on this trend by showcasing real estate in attention-grabbing videos. Viewers enjoy watching and sharing housing with unique amenities, stunning locations, and beautiful design. Unlike a static image, videos can literally zoom into to show details from many angles and put properties into action. Add in the audio experience of voice-over descriptions, sound effects, and/or catchy music and you’re on track for a viral sensation!

Join Whitney Lauritsen to learn how to:

  • Produce engaging and eye-catching content with any budget, equipment, and time constraint.

  • Create a distribution plan for Facebook, Instagram, Twitter, YouTube, Pinterest, and TikTok that takes 30 minutes (or less) total.

  • Increase your chances of going viral by using hashtags, music, and content trends.

Whitney Lauritsen is a podcast host, social media advisor, and well-being coach and creator who shares lifestyle practices and product recommendations that improve the quality of body, mind, and planet. She explores mental health, mindful living, and sustainability on This Might Get Uncomfortable and WhitneyLauritsen.com, and advises creative entrepreneurs with digital marketing that amplifies their passions. 

Passionate about business, Whitney advises creative entrepreneurs with digital marketing strategies that amplify their passions. She regularly coaches, consults, and presents on social media trends, influencer partnerships, and content monetization. A six-year stint teaching workshops at the Apple Store advanced her tech knowledge and experience. She has participated in business programs led by Google, Facebook, and Scripps Network. Recognized by her colleagues as a connector, Whitney has run numerous wellness industry events at YouTube Space, during the Natural Products Expo, and on Clubhouse app.

11:45 AM - 12:30 PM

Session 12: To be announced

12:30 PM - 12:45 PM

Closing Remarks and Announcements