Wednesday, March 22, 2023
2:00 PM - 3:00 PM
Workshop # 1:
Best Practices for Creating a Stand-out Social Media Strategy
Social Media is an essential part of your business’s marketing and branding strategy, but to make your social efforts effective, you have to continually look for ways to set yourself apart. Join this workshop led by Erica Byrum, the assistant vice president of social media for Apartments.com and co-author of Youtility for Real Estate as she discusses some of the most effective strategies for using social media marketing in 2023 to help you stand out from the competition.
What You'll Learn:
- Discover the latest social media statistics, user data and trends for 2023
- Learn about new platform features and what this could mean for your brand
- Explore best in class examples of brands innovating in social media and learn how to adopt key principles to engage your audience
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 18 years in 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 and reputation suite of products, a fully managed, all-in-one reputation and social media management solution 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, and a two-time President’s Club winner. 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.
3:15 PM-4:00 PM
How Your Brand Can Breakthrough on Today’s Hottest Short-Form Video Platforms
This workshop will include:
- A high-level overview of the TikTok, Reels and YouTube Shorts communities and why they should be an important piece of your marketing strategy
- Easy-to-implement tips and tools to tailor your content for your brand’s specific audience and niche
- Live demonstrations of how to shoot and edit your TikTok’s and Instagram Reels
- Our favorite apps and websites to keep in your toolbox
Delany Duke serves as the Digital Services Manager at Landmark Properties - overseeing the social media and online presence of 70+ student housing properties across the US. Her team is an integral part of Landmark's corporate marketing department, keeping a pulse on the everchanging world of social media marketing and creating easy-to-learn tools and methods for leasing professionals to utilize social media to increase their leasing velocity while creating meaningful customer experiences.
Delany began her career in student housing property management when she was a freshman at The University of Central Florida in 2014 - first as a part-time community ambassador and then as a full-time management position in new development marketing post-graduation. Throughout this time, Delany gained 5+ years of in-the-field leasing and marketing experience that allowed her to grow her knowledge of digital marketing and how proper implementation of social media strategy can positively influence your property’s brand exposure.
4:15 PM - 4:45 PM
to be annnounced
4:45 PM - 5:30 PM
To be announced
Thursday, March 23, 2023
9:00 AM- 9:15 AM
Welcome and Introduction
9:15 AM - 10:15 AM
Keynote: The Influence Pyramid-How Clever Content Creators Leverage Tiny Audiences to Deliver Outsized Results
Gather a list of your prospective resident's questions and create content that clearly answers every question. Just answer their FAQs.
That's the advice you get when you ask any marketer how to increase awareness and drive website traffic.
Optimize your SEO. Now, wait.
Yep. Content marketing is a long game.
Or is it? Unfortunately, millions of others have answered the very same questions. You've just contributed to the sea of commodity content.
So, what now? How can you book tours, increase renewals, or attract new residents when no one can even find your content?
Let's stop focusing solely on what the audience wants and address what the audience needs. Because, it turns out, answering more questions more often isn't the best way to grow your business anymore.
Instead, some of the most innovative brands leverage the power of the Influence Pyramid.
The Influence Pyramid empowers you to leverage the curiosity of small audiences to generate outsized returns.
In this compelling, 60-minute presentation, Andrew Davis will introduce you to the Audience's Hierarchy of Needs. You'll see how one brand turned around a product failure by ignoring the masses and embracing a single influencer. You'll learn how a software company closes deals faster by creating content just for c-level execs. You'll even see how one non-profit welcomed the most minuscule .01% of their audience to transform the world.
You'll leave inspired to re-think the content you create and learn to shape the questions your prospective tenants ask.
Are you ready to embrace the Rarely Asked Questions?
Andrew Davis is a bestselling author and internationally acclaimed keynote speaker. Before building and selling a thriving digital marketing agency, Andrew produced for NBC’s Today Show, worked for The Muppets in New York and wrote for Charles Kuralt. He’s appeared in the New York Times, Forbes, the Wall Street Journal, and on NBC and the BBC. Davis has crafted documentary films and award-winning content for tiny start-ups and Fortune 500 brands.
Recognized as one of the industry’s “Jaw-Dropping Marketing Speakers,” Andrew is a mainstay on global marketing influencer lists. Wherever he goes, Andrew Davis puts his infectious enthusiasm and magnetic speaking style to good use teaching business leaders how to grow their businesses, transform their cities, and leave their legacy.
Some of Andrew’s accolades include:
- One of the Top 25 Jaw-dropping Marketing Speakers You Must See -(Along with Gary Vaynerchuck, Seth Godin & Rohit Bhargava)
- Top 20 on Meetings & Conventions Magazine’s List of Favorite Speakers-
(Right after President Bill Clinton and Anderson Cooper.)
10:15 AM - 11:00 AM
General Session #2:
To be announced
11:45 AM -12:30 PM
Big Google Updates: Performance Max, Google's Fresh Content Update and Google Maps "Neighborhood Vibes"
Get ready to dive into major Google Updates you can't afford to miss! Learn more about Google Ad's latest campaign type "Performance Max" taking advantage of all of Google's assets. We will also cover Google's latest algorithm update "Google's Fresh Content Update" so you can make sure your content strategy stays evergreen and then we will look at the latest Google Business Profile/Google Maps enhancements like "Neighborhood Vibes", where users can get an instant understanding of a specific neighborhood right in their Google Maps App.
- Learn How Google Ads Performance Max Campaigns Can Get You More Supplemental Traffic
- Utilize EAT: Expertise, Authoritativeness and Trustworthiness to Rank Higher in Google
- Google Maps Latest Updates and Newest Upcoming Feature "Neighborhood Vibes"
Martin Canchola, CPACC has 14+ years in the world of digital marketing with a specialty in Local SEO, Google Ads and a Certified Professional in Accessibility Core Competencies (CPACC). 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!
12:30 PM - 1:00 PM
General Session #4:
To be announced
1:00 PM - 2:00 PM
2:00 PM - 2:45 PM
The State of Social Media: Five Trends & Key Updates to Watch
Is TikTok’s audience still growing? Should you be posting more videos? Join us as we
simplify and summarize the ever-changing world of social media. We’ll break down how
consumers are engaging with new platform updates and the five key trends to be aware
of while planning for the peak leasing season. During this session, we’ll cover:
- Recent platform updates
- Notable brand campaigns from both inside and outside the apartment industry
- What these changes mean for your multifamily social strategy
In her role as Managing Director of Marketing, Greer Kimsey oversees digital strategy, paid media, and earned media teams at Streetsense. She has worked in the marketing space for the past 10 years, with a primary focus on digital strategy and consumer engagement. During this time, she has worked with a variety of industries and lifestyle brands. Clients have included numerous luxury and boutique hotels and resorts across the country (including well-known brands such as Four Seasons Hotels and JW Marriott), national developers and multifamily real estate companies (such as JBG Smith Companies and Greystar), and global consumer brands like Logitech. Her expertise ranges from analytics to strategy conception and marketing plan development – building brand equity and driving leads, sales, and loyalty.
As the Managing Director of Marketing Strategy Lauren Sloat oversees integrated paid, earned, owned and hared media strategies to drive awareness, engagement and conversion for clients across industries.
Her career highlights include introducing connected health company higi at SXSW with creative director Lupe Fiasco, and leading social strategy for the Logitech family of brands. Prior to Streetsense, Lauren worked at public affairs firm kglobal in Washington, DC and has held roles as DC editor for Citysearch, DC editor of The Drink Nation, and at Rolling Stone magazine, National Geographic Television, Washingtonian magazine, ABC News Nightline, and US News & World Report. Lauren has a masters in nonfiction writing from The Johns Hopkins University and graduated from The University of California at Berkeley as a member of Phi Beta Kappa with a BA in mass communications.
2:45 PM - 3:30 PM
Reputation and Reviews: Unscripted and Unfiltered- Marketing Trends We Can No Longer Ignore
This session has been writing itself since 2018, when a dramatic shift in online shopping habits created a domino effect across all industries, including multifamily. Over 227 million people in the US now shop online and what drives buying decisions for both major and minor purchases has changed even more because of the pandemic.
What You'll Learn
- How reputation builds relationships, brand, etc. between customers and companies
- The importance of analyzing feedback and sentiment will impact retention rates and brand perception.
- How ratings and reviews are truly driving purchasing decisions
- Data from our Online Renter Study captured from 5,244 renters across the country
- What are the best practices from the multifamily industry and other industries
Lia Nichole Smith is Senior Vice President, Education and Performance at ApartmentRatings | SatisFacts.
A published author, active member of the Atlanta Apartment Association’s Education Committee, and NAA Apartmentalize Education Advisory Board Member, Lia has proven experience in solving reputation management and other industry-related challenges for conventional, affordable, student, military and senior communities. She is a highly sought-after international speaker due to her ability to bring together data driven analytics and effective storytelling.
3:30 PM - 4:00 PM
Networking Break with Exhibitors and Sponsors
4:00 PM - 4:45 PM
Social Media for Talent Recruitment and Retention
As the competition for top talent – or any talent – continues to reach a fever pitch, marketing teams are finding themselves partnered more frequently with recruitment teams to use social media in new and impactful ways. What used to only be a window into the “Resident Experience,” more companies are finding the value in using social media platforms to showcase a 360-degree view of the company culture: what it’s like to live, work, and interact with this company. “Brand” has come to encompass not only what residents know, see, and say about you, but also what employees know, see, and say about you. In this session, discover how thought leaders are utilizing social media to attract, recruit, and also retain top talent in today’s challenging market.
In this session you will:
- Learn the importance of Brand to prospective and existing employees
- Understand why social media can attract and retain talent
- See examples of successful employee-focused social media campaigns
As Executive Managing Director, Property Management, Jennifer Staciokas is responsible for the strategic oversight of the property management organization at the newly formed Western Wealth Communities to include operations, maintenance, marketing, training, revenue management, technology and human resources. Jennifer began her career in the multifamily industry over 20 years ago. Since that time, Jennifer has served in numerous capacities at two of the nation’s largest property management firms focusing on digital marketing strategies, employee development, corporate communications, revenue enhancement and client relations.
Jennifer is a regular guest speaker, facilitator, and moderator at many of the industry’s most renowned conferences as well as an active participant in NAA, NMHC, the Zillow Rental Advisory Board, the Lease Lock Advisory Board, the Knock Advisory Board and the Multifamily Social Media Summit Advisory Board.
Jen Piccotti got her start in property management in 2000 and has spent the last two decades listening to, learning from, and finding solutions for multifamily residents, employees, and executives. As the Chief Learning Officer of Swift Bunny, she connects the dots between data, performance, and progress.
Jen brings a unique 360-degree view of the multifamily housing industry as a result of her work experience beginning with her role as Quality Manager with Shea Properties; her in-depth experience interpreting resident feedback data with SatisFacts Research and ApartmentRatings.com; and now analyzing and gaining insights into employee feedback with Swift Bunny. Jen is a frequent presenter at key industry events, such as NAA Apartmentalize, NMHC Optech, AIM, Multifamily Social Media Summit, and United Kingdom Apartment Association BTR Fayre, sharing the latest trends in employee engagement, customer satisfaction, leadership development, and reputation management. She holds a Master of Science in Quality Assurance from California State University, Dominguez Hills.
4:45 PM-5:30 PM
Opportunities in Search and Social: What We Learned from Auditing 25 Top Property Management Companies
We applied SOCi's proprietary localized marketing benchmark analysis to 25 of the top property management companies in the U.S., analyzing their social and search performance in local markets according to criteria like Facebook post engagement, timeliness of response to consumer feedback, and optimization of online profiles.
What you'll learn:
- What makes the top companies stand out from their competition
- How to implement the strategies that have shown to boost success
- Measuring performance based on the factors that matter most
With over a decade of local search experience, Damian Rollison, SOCI's Director of Market Insights, has focused his career on discovering innovative ways to help businesses large and small get noticed online. Damian's columns appear frequently at Street Fight, Search Engine Land, LSA Insider, and other publications, and he is a frequent speaker at industry conferences such as Localogy, Brand Innovators, State of Search, SMX, and more.
5:30 PM - 6:30 PM
Friday, March 25, 2022
8:00 AM - 9:00 AM
9:00 AM - 9:45 AM
Breakfast with Exhibitors and Sponsors
Keynote: Did You Hear? Social Audio is the Goldilocks Medium
In the midst of quarantine, the top tech trend is social audio. Maybe you’ve heard of elite Clubhouse, filled with CEOs, celebrities, and the tech elite. Or perhaps you’ve tried Twitter Spaces or have read about Facebook’s upcoming product. In all these scenarios, communication is radically changing, as people shift to real-time discussions.
- Why Social Audio is referred to as the “Goldilocks Medium”. Video is too much, text is not enough, but real time voice is just right, real time examples, as needed.
- Why Twitter, Facebook and Clubhouse are leaning into real time voice conversations over text and images.
- Case examples: How large companies are changing their communication strategies to appeal to this changing need.
- Futurist’s predictions: What the 6 new product categories will be, as they emerge from this new category, A forecast of what’s to come, even as we move out of quarantine.
- How your company can get involved and lead: Business opportunities for market research, marketing, sales, communications, executive leadership, customer care, and product innovation.
Jeremiah Owyang is a founding partner at Kaleido Insights; a research and advisory firm based in San Francisco. Their mission is to enable organizations to act on technological disruption based on original research resulting in pragmatic recommendations. Jeremiah is also the founder at Catalyst Companies, which focuses on advising and supporting corporate innovation leaders.
He is well recognized by both the tech industry and the media for his grounded approach to deriving insights through rigorous research. From corporate innovation, autonomous technology or modern wellbeing, he views every aspect of emerging technologies through the lens of growth, opportunity and constantly shifting consumer behaviors and expectations. Forever at the forefront, he identifies trends and advises major companies to adapt their business models to better connect with customers. His clients include Adobe, Cisco, Wells Fargo, Nestle, Esurance, Johnson & Johnson, Visa, and Colgate among others.
Jeremiah is recognized as the definitive authority on corporate innovation programs, ready to translate the next wave of powerful technologies and transform the way you do business.
A popular speaker and presenter at conferences and events around the world, from global conferences, corporate kickoffs, or on a TED stage, Jeremiah is ready to translate the next wave of powerful technologies and transform the way you do business.
9:45 AM - 10:30 AM
Tired of Posting? Do This Instead!
Pause + Build A Strategic Social Brand
Streamline Your Brand. Strategize Your Social Media. Sign Leases.
Do you feel like you have spent an incredible amount of time, energy + money building your property?
Now you are facing yet another battle...this one is proving to be the tricky (and most important) - marketing your properties on social media to sign those leases.
You are following all the "rules" to social media - posting consistently, making sure your feed is aesthetically pleasing but for some reason, it is not converting to your goal in dollars. You need a better way. Your marketing team is tired and you are clear that there is a disconnect in your brand positioning within the marketplace.
You want consistent, in-bound leases signed with ideal clients (with perfect credit and a clear background report).
BUT you are in the weeds of your business that you don't know how to fix it. You know you need to be seen as a "go-to" and desirable leader on social media for ideal tenants to reach out to you, trust you and sign with you.
But you don't know how to...
- Identifying your "special factor" + how to socially market it to sign leases
- 3 secrets on the psychology behind social media marketing
- 5 bullet points to write a converting Instagram Biography
- Landing + leveraging top tier influencer partnerships
- 1-2-3 Approach to standing out in an oversaturated market
Simply put, you are over-posting, running in circles trying to create content - and the sales are not where you want it to be. You don't have the clarity and unique strategy to make it all happen.
You need to step back, pause, stop posting so a new social strategy can be built. This time - one that clearly markets your genius, strategically positions you as the "go-to" in your niche, and one that blows the competition out of the water.
Rachael Bozsik is a Harvard Business School Speaker and Strategic Branding Coach within the home industry (featured in 40+ national press outlets from Forbes to Glamour and everywhere in between) who specializes in coaching companies + individuals within the home industry to strategize brand clarity to build a social platform and community that converts to powerful sales. Rachael was born and raised in the industry, her parents owned a multi-family leasing and property management company. Her first year in college she became a licensed realtor and attended High Point University dual majoring in Entrepreneurship and Interior Design. The home industry is in her blood. In this session, Rachael walks you through her signature coaching system on how to transform how your brand is perceived online, build social proof while converting leases by re-thinking the positioning of your brand.
10:30 AM - 11:00 AM
Networking break with Exhibitors and Sponsors
11:00 AM - 11:45 AM
Emerging Trends from Student Housing
Student Housing is known for campaigns that push boundaries, test new strategies, integrate services, AND are backed up with the leasing numbers to prove concepts. But how do you go from good to great? Or even better, award winning. In this session, we’ll break down our panelists' most successful campaigns from the Student Housing sphere, including the analytics that show ROI to clients. Challenge how you concept and execute, and cover the top takeaways for you to innovate your marketing TODAY.
Moderator: Katie Terwilliger has marketing experience in multiple industries, including in-house coordination, tourism, and now Multifamily with Agency FIFTY3 over the last 3 years. In her role as a People Operations Manager, she primarily oversees the hiring, onboarding, and connective processes of teams - winning five awards for her ability to innovate, develop, and launch new programs. She loves the challenge of combining strategy and the passion of individuals to make each day impactful. She received a bachelor's degree in Creative Writing with an emphasis in Marketing from Florida State University.
As a Group Marketing Manager at Cardinal Group Management, Tiffaney Alsup oversees the marketing strategy across 100+ communities. She brings more than 12 years of marketing, management, and leasing experience in both student and conventional housing. Prior to her role at Cardinal she worked for companies such as Rentpath, Alliance Residential, and ACH. Her experience includes creating and implementing large-scale marketing campaigns across the entire company; developing digital marketing strategies to increase lead generation, and working with Cardinals in-house design agency to craft brands for new and existing communities. Tiffaney received a bachelor's degree in Business Management from the University of Mississippi. Outside of work, Tiffaney oversees her very own Lifestyle and Fashion blog/Instagram account with over 11K followers @tippyjane.
Maria Filippone is the Senior Director of Marketing for PeakMade Real Estate, a diversified real estate services company; offering property management, development, and consulting services for conventional multifamily and student apartments. Maria leads a talented team of marketing professionals that specialize in graphic design, video production, digital marketing, website development, communications, and customer experience to support the needs of a growing multifamily and student portfolio and corporate brand.
Maria's experience in the multifamily industry began just out of college as a part-time leasing agent. As a Property Manager, Maria successfully leased up several new development projects, making her the perfect candidate to share her experience as a Director of Education and Marketing with Pinnacle. As a Senior Marketing Manager with Greystar, she supported over seven growing markets, a growing development pipeline, two national client partnerships and contributed to their international marketing efforts in Mexico.
With over 19 years of experience in the multifamily industry, Maria has a proven record of accomplishments in planning and leading comprehensive marketing and sales strategies. She is an NAAEI Facilitator and a Jason D. Keene Commitment of Excellence Award recipient. Maria earned her BS in Political Science and Marketing from the University of Central Florida.
Ryan Sundling is Director of Student Accounts at Agency FIFTY3. Ryan spent 10 years working in various marketing roles on the property management side of the business. Recently he has transitioned to the agency side. His unique mix of property management experience combined with agency level creativity has helped Cardinal Group Management win 11 marketing related Student Housing Business Innovator Awards, the most of any company. Ryan received a bachelor's degree in Advertising with an emphasis in Marketing from the University of Colorado.
11:45 PM - 12:15 PM
Nextdoor: Learn How Multifamily Buildings Use the Popular Neighborhood Network to Generate Leads and Increase Tenant Retention
Nextdoor was founded nearly 12 years ago as a hyperlocal network to connect neighbors with each other and everything nearby. Neighbors around the world turn to Nextdoor daily to receive trusted information, give and get help, get things done, and build real-world connections with those nearby — neighbors, businesses, and public services. Since the pandemic, the platform has experienced exponential growth as homebound neighbors gained a newfound appreciation of what is happening at a neighborhood level.
In this presentation, the audience will come away understanding:
Nextdoor’s purpose and how it differentiates itself from the other tech platforms
How to leverage Nextdoor to generate leads and fill vacancies
Why Nextdoor is used by tens-of-thousands of Multifamily Buildings to build community engagement among tenants, and how that improves retention
12:15 PM - 12:30 PM
Closing Remarks and Announcements