Wednesday, March 23, 2022
12:00 PM - 6:00 PM
2:00 PM- 3:00 PM
All workshops included in the BEST Value option
Workshop # 1: Social Media Ideas to Keep Your Feed Fresh
Social media apartment marketing is a competitive space that requires clever, updated posts to keep your audience informed and entertained. 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 offers an overview of practical social media tips
What You'll Learn:
- Practical tips to boost engagement, build brand awareness, drive leads, increase retention and keep your feed fresh.
- How to approach content with brand consistency in mind.
- 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.
- 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. 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
to be announced
4:15 PM - 4:45 PM
Workshop #3: Fair Housing and Social Media…It is what you say AND how you say it!
The rental housing market is as competitive as ever, and smart marketers are using all the tools available to attract renters. In today’s climate of limited face to face interaction, social media has become an integral communication channel. The platforms and content may evolve, but the one thing that does not change is the responsibility to be in compliance with Fair Housing. This session will highlight how and why Fair Housing concepts are vital to your social media presence by discussing:
- How liability does not require proof of discriminatory intent.
- Discriminatory Buzz Words
- Consistency – Who is Monitoring Content
- Design in Marketing Ads
- Discriminatory Ad Placement
Angel has been in property management for as long as she can remember. She has brought her extensive experience to National CORE in 1996 as a Property Manager and then Training and Education Manager where she developed training programs with an emphasis on fair housing, operations, customer care, and affordability compliance. In 2009 she launched her own training and consulting company, STAR(Specialized Training by Angel Rogers), where she continued to lead the training efforts at National CORE, as well as teaching for numerous Apartment Associations, private clients throughout the country, and classes at Chaffey College. Angel was invited to return to National CORE in 2020 as their Director of Learning and Development while continuing to provide industry education through STAR.
4:45 PM - 5:30 PM
to be announced
Thursday, March 24, 2022
9:00 AM- 9:15 AM
Welcome and Introduction
9:15 AM - 10:15 AM
Keynote Embrace the Constraints: Why Adding Constraints Sparks Creativity- Inspires Action and Builds Better Marketing
Sure. Covid-19 created some constraints. We were constrained to our desks, our homes, our families, and Zoom calls. We found ourselves constrained to virtual design meetings and walk-throughs, virtual design sessions and sales calls, virtual networking, and virtual happy hours.
For some, these constraints severely affected our businesses.
For others, the constraints became fuel for growth. If the pandemic has taught us anything, it’s that constraints breed creativity.
In this exhilarating and inspiring 60-minute keynote session, Andrew Davis will break down how any leader can use constraints to drive better outcomes – pandemic or not!
You’ll learn the three things successful leaders do to spark innovation and action. Andrew will reveal how small bets with massive constraints result in outsized results. He’ll even show you how one business beat the pandemic by snooping through old SEC filings and what you can learn from their success.
More importantly, you’ll walk away ready to apply intelligent constraints to your business: limitations that turn business as usual into the highest risk option.
Are you ready to embrace the constraints?
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
Best Practices for Video Content Creation and Distribution
This talk will address the current state of the video ecosystem and share core principles for how marketers can utilize video as a brand building tool across platforms and channels. We will focus on research based best practices for video content creation and distribution, while driving the most important metrics for your business.
Key or actionable takeaways that you can implement immediately:
- What changes to the video ecosystem mean for your video strategy.
- Core principles for building effective video creative
- How to add process to branding in video creative
- Building the right models to measure the impact of your video content.
- Practical, research backed, tips on how to use video to drive brand metrics
Dave Hoffman joined Google 9 years ago, handling the Ford Motor Company's Dealer program. Prior to that, he led account strategy for the Chevy Silverado and Suburban launches at the agency Goodby, Silverstien, and Partners. Since moving to Atlanta in 2019, Dave has partnered with RentPath from a National, Sales, and Technology standpoint to better leverage the power of their data to drive business results for their PMC Clients. Dave graduated with his MBA from Michigan State University.
11:00 AM - 11:45 AM
11:45 AM -12:30 PM
Driving Better Business Outcomes on Facebook Using Custom Audiences, Lookalikes, and Effective Optimization
How can you make your Facebook advertising more effective using your first party audiences as Custom Audiences and also Lookalike seed audiences?
This session will touch on common sources for audiences, how to set up nested audiences using exclusions, how to test which audiences are best performing, and how to ensure you’re giving Facebook enough conversion events for optimization to occur.
There will be useful tactics and strategies for Facebook practitioners of all skill levels.
What You'll Learn:
- How to identify and leverage you first party data for ad targeting
- How to create and test different lookalike audiences to find the best performing audiences, including using exclusions to create mutually exclusive audiences for bidding purposes
- How to adjust optimization events to ensure Facebook’s algorithm is seeing enough conversions to properly optimize
- The importance of applying test, learn & iterate approach to Facebook advertising
Spencer Smith is Vice President of Marketing at Evocalize. Prior to Evocalize, Spencer was on the founding team of LiveRamp B2B, after LiveRamp’s acquisition of Pacific Data Partner, where he led Product Marketing. Across his career, Spencer has helped build out the digital marketing and advertising ecosystem, including leading international product launches and briefing governments on new products at Facebook, helping launch CPM advertising globally on what is now the Google Display network, and spending time at Microsoft and BlueKai.
A 5th generation Oregonian who grew up in Southern Oregon wine country, Spencer has lived in 5 countries and now calls Seattle home. When not at work, he loves hiking, camping and kayaking. Spencer served as board president for Camp Nor’wester, a non-profit summer camp in the San Juan Islands, and is on the advisory board of the Burke Museum of Natural History. He holds a B.A. in International Relations from Stanford University and an MBA from the Stanford Graduate School of Business.
12:30 PM - 1:00 PM
Google Business Profile: What the Multifamily Industry Need to Know
Google My Business (GMB) is now officially Google Business Profile. Join this session to learn more about the changes and new features you can utilize to drive more engaging web traffic to your communities. Also learn some SEO hacks to get your Google Business Profile more exposure locally online. Moving into 2022 this will be one of your top sources for leads so turning them into leases is vitally important.
Key actionable takeaways:
- Google Business Profile 101
- Enhancing Your Google Business Profile to Rank Higher
- Get Found for Discovery Searches
- SEO Hacks to Increase Visibility and Traffic
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!
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 our the best practices from the 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 the 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 PM
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.
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
12:15 PM - 12:30 PM
Closing Remarks and Announcements