2023 Agenda

Agenda for 2024 Coming Soon!

Wednesday, March 22, 2023

12:00 PM - 6:00PM

Registration and Badge Pick-up

All participants must pick up their badges and other event materials

Registration Sponsored by:

2:00 PM - 3:00 PM


All workshops included in the BEST Value option.

Workshop Champagne Welcome
Sponsored by:


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


Join Erica Byrum, always one of our highly rated presenters at the conference, for this lively, fast-moving, 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 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

Workshop #2:
How Your Brand Can Breakthrough on Today’s Hottest Short-Form Video Platforms

It’s no secret that short-form video is a social media trend that’s here to stay.  As property managers, we know that creating short-form video content during the day-to-day can be challenging but when used properly, video can help build your brand credibility, strengthen your relationships with your online community and ultimately, drive more leads to leases. So how can we seamlessly fit content creation into our busy schedules? Join Delany and Mark as they take you through their tips and tricks for apartments to easily build their brand on today’s hottest platforms. From this presentation, you will gain:

• 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 Director of Digital Services at Landmark Properties - overseeing the social media and online presence of 80+ 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.

Mark Jennings serves as the Social Media Specialist for Landmark Properties - overseeing all 80+ properties social media presences through multiple platforms. Mark aims at creating communities within social media platforms for each property in Landmark's portfolio. Through genuine, creative, and engaging content he is able to cultivate new ideas that bring community closer to home while making content easy for teams to implement.

Mark began his career in Student Housing in 2018 as a part-time Community Ambassador for a property near Oregon State University. He then progressed into a full-time Leasing and Marketing Manager position shortly after receiving a degree in Digital Communications. From there, Mark has been able to advance his skills in social media to create well-established online communities in each market.

4:15 PM - 4:45 PM

Workshop #3:
Storytelling Strategies That Work- How the Best Storytellers Win

Storytelling has been around since the beginning of time and is an underutilized, yet powerful, marketing strategy. But how do you tell a story in a way that sparks interest in a world of short attention spans, and drives action? What was once coined as a tactic of the future, video is now a required medium in today’s marketing plans, and the crux of successful stories told by marketers. Video doesn’t have to be expensive and it doesn’t have to be difficult. By following a few quick steps, telling your communities’ stories could be the quickest task you can do that maximizes your marketing results. From driving more traffic to your communities and decreasing a prospect’s time in the sales funnel, to redefining the hiring process, video storytelling is a tactic you can’t forego.


  • Understand the power and importance of storytelling
  • Why and how to leverage video in marketing efforts
  • Top 5 tips for creating a video strategy that works


Lindsay Duffy,
Director, Training and Marketing at Western Wealth Communities, is a dynamic, energetic, motivated trainer and mentor with a diverse background in sales, property management, asset management, lease-ups, renovations, graphic design, video editing, customer support and software training. She is passionate and experienced in all advertising faucets, employee mentoring, and strategic business planning. A true people-person who loves a challenge and an organization that applauds diversity and creativity. She is a hands-on leasing director who increases NOI through marketing strategies, intensive training, detailed comp analysis, value adds and managing property utilities and overhead. Lindsay is a 2022 Tribute Corporate Employee of the Year Finalist with Arizona Multifamily Apartment Association and an Education Committee Member with AMA.

With nearly 15 years of experience as an operator, Lacy Jungman has spent the majority of her working career helping others find their next place to call home. Her overarching responsibilities have included overseeing occupancy, revenue, sales strategies, social media, brand management, marketing, lead acquisition and conversion strategies, and corporate communication efforts. As the Senior Vice President of Client Success at OneDay, a video technology platform, Lacy now helps organizations tell their stories through the power of video and strategic storytelling. Lacy is a contributing writer to Her View from Home, Motherly and co-author of the book, In a Good Place; A novel written from an adult daughter’s perspective as she navigates the ever-changing terrain of an aging mother. Known for loving a good brainstorm session, Lacy excels in crafting unique solutions that drive results through innovation and collaboration.

4:45 PM - 5:30 PM

Workshop #4:
Revolutionize Your Multifamily Social Media Strategy with ChatGPT and MidJourney AIs

Master Multifamily Social Media Marketing with ChatGPT and MidJourney AIs. In this session, you'll discover the power of these advanced technologies, learn how to generate relevant and engaging content, and explore the ways in which they can impact your marketing efforts. Don't miss out on this opportunity to take your social media strategy to the next level!

What you will learn:

  • Learn about the cutting-edge technologies that are revolutionizing multifamily marketing: ChatGPT and MidJourney AIs are changing the game when it comes to social media management, customer service, and content creation.
  • Discover the perfect prompts to generate the content you need with MidJourney: Whether you're looking to create blog posts, social media posts, or newsletters, MidJourney has the prompts you need to get the creative juices flowing.
  • Get ideas for using ChatGPT to generate targeted, engaging content: ChatGPT can be used to generate a wide range of content that is tailored to the interests and needs of your multifamily's target audience.

Learn how to leverage this powerful tool to drive engagement and improve your marketing performance.

Lidia Zaragoza is the VP of Marketing for Hyly.AI and has over 18 years of experience in the multifamily industry. She holds a Master's in Business Administration from California State University, Monterey Bay, with a concentration in sustainable business practices. Lidia is known for her high-performing teams, streamlined project management, and innovative approach to marketing and collaboration. In her current role, she is responsible for leading the marketing efforts for Hyly.AI and helping multifamily change how they work.

5:30 PM - 6:30 PM

Welcome Reception at the Meritage Resort

Reception Sponsored by:

Thursday, March 23, 2023

7:00 AM - 6:00 PM

Registration and Badge Pick-up

Registration Sponsored by:

8:00 AM- 9:00 AM

Breakfast with Exhibitors and Sponsors

Breakfast sponsored by:

8:00 AM-9:00 AM

New! Mentor Roundtable Q&A Session

Open to PMC attendees only!
Join a roundtable session during our breakfast hosted by a roundtable chair and focused on their expertise on a social media marketing topic.  You'll have the opportunity to ask questions and network with other PMC peers within these small groups! Erica, Jamie, Tamela, Lindsay, Delany, Mark, Carrie, and Katie are here to help you navigate not only pertinent topics but also the event! The roundtables are limited to 10 per table and attendees will be able to sign-up onsite during registration. Topics to be announced shortly.

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

Opening Keynote Sponsored by:



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?

Our all-time highest-rated keynote speaker returns and will be our Master of Ceremonies for the Thursday sessions!

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

Captivate On Command: How To Motivate The Masses With Only Your Words

As a Master NLP Practitioner and board-certified NLP Trainer with a background in cognitive psychology, Stephanie Garcia will present how you can increase your impact and influence just by saying the right words. Whether you're pitching a new client or trying to motivate the masses online, this presentation will unpack the power of Neuro-Linguistic Programming (NLP) to help you ignite your ideas, be brilliant in the boardroom, and captivate on command.


  • Learn how to communicate effectively to captivate, convince, and convert your audience 
  • Deliver a spell-binding presentation easily and effortlessly
  • Hook viewers in with attention-grabbing techniques.
  • Create content your audience craves with the 10x10 formula

Stephanie Garcia is a live video strategist for brands and entrepreneurs–from moonwalkers to MasterChefs–who want to go from unknown to unforgettable. 

A digital marketing expert with 15 years of ad agency experience, she led paid search advertising for one of the largest search agencies in the United States, served as the Director of Social Strategy for San Diego’s leading ad agency, and has created powerful campaigns for Fortune 500 companies and small businesses. 

Today, Stephanie has helped thousands of her clients and students get on the Fascination Fast Track™ to ignite their ideas and become confident on camera. 

As a certified Neuro-Linguistic Programming Trainer, Stephanie teaches brain hacks to help people overcome their fears of public speaking by rewiring their minds for success. With her proven system, clients discover how to create crave-worthy content, get audiences buzzing with excitement, and how to deliver a spell-binding presentation that hooks viewers in. 

Her client, MasterChef Claudia Sandoval, drove 178K downloads of her book from her first live stream within 24 hours. She’s also coached astronaut Jessica Meir and her team for a live interview in space. 

Named as one of the Top 50 Digital Marketing Thought Leaders by the University of Missouri St. Louis, her work has been recognized and awarded by Forbes, Online Marketing Media And Advertising, PR Daily, Forrester, and Gartner 1to1 Media.  

Stephanie is the host of Lights, Camera, Live, and the co-founder of Leap Into Live Streaming Bootcamp. She has spoken at Social Media Marketing World, VidCon, Podcast Movement, and many more. Stephanie is also the co-author of Ultimate Guide to Social Media, published by Entrepreneur Press. She lives in San Diego, CA.

11:00 AM - 11:45 AM

Champagne Networking Break with Exhibitors and Sponsors

Sponsored by:


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

Coal into Diamonds: Harnessing Privacy Regulation To Increase ROI

You have likely heard that the third-party cookie era is ending. But if third-party cookies are no longer the cornerstone of social media advertising conversion tracking, how will we know whether our social advertising is producing results? 

Recent headlines aim to produce fear amongst marketers regarding what we will lose in this new privacy-focused world, but this session will convince you that there is a win/win/win: we can ensure consumer privacy, have more visibility into conversion activities, and increase ROI!

After this session, you will:

  • Understand how third-party cookies compromise consumer privacy.
  • Agree that you should treat data, privacy, and marketing strategies as an interconnected ecosystem.
  • Learn how a server-side tracking strategy can optimize your ads and increase ROI.
  • Know how to start with server-side conversion tracking on Meta, Snapchat, TikTok, and Google Ads

Daniel Paulino is the Vice President of Digital Marketing for Bozzuto. With nearly 20 years of experience in marketing across various industries, he is charged with creating the digital marketing strategies to support Bozzuto's entire portfolio of managed communities. His team is responsible for lead generation, campaign development, data analytics, marketing operations, website development, and the martech stack that support over 87,000 residential units across Bozzuto's nationwide footprint. Daniel is passionate about continuously refining and leveraging data-driven approaches to optimizing return on investment in media budgets and technology platforms. Daniel holds an MBA with dual concentrations in Marketing and Finance from the Katz Graduate School of Business at the University of Pittsburgh.

Xiyao Yang is the Senior Marketing Analytics Manager at Bozzuto, and focuses on developing innovative solutions maximize the efficiency of marketing investments. Xiyao’s team manages Bozzuto’s marketing data infrastructure, data strategy, and product performance evaluation. She recently introduced server-side tagging to all Bozzuto property websites and is working on a large-scale implementation of a customer data platform (CDP) for Bozzuto’s multifamily portfolio. She possesses a graduate degree in advertising research and has over ten years of experience in marketing analytics and research, media measurement, data science, and report automation.

1:00 PM - 2:00 PM

2:00 PM - 2:45 PM


Sponsored by:

Social Currency: Cashing in on the Customer Experience

Beyond ROIs, NOIs, and KPIs, does your online marketing strategy have enough influence to sway the masses? Probably not, according to national consumer studies and industry-specific research. Social currency is money, and money doesn’t grow on trees but it can be found among your renters and those they trust. Predictions say that by the year 2025 there will be 24.9 million renter households, up from 23.1 million in 2021. The time is now to design and activate a plan to stockpile as much goodwill and gratitude as possible, while avoiding the missteps that could lead to social bankruptcy. (Hint: Pay close attention as there will be a surprise at the end of this talk).

Key takeaways:
• Understand the far-reaching effects of social currency and the role it plays in buying decisions
• Realize how firsthand experiences validate company-driven marketing messages
• Maximize the value of social currency to create a sense of community
• Uncover the potential pitfalls when marketing strategies and customer experiences are out of sync
• Leave with a social currency checklist to identify obstacles and opportunities for improvement
Data and research derived from the following sources:
• Ten years of consumer trends from national studies (Pew Research, Brightlocal, Statista, Nielsen)
• Ten years of renter trends (who they trust, where they go for information, why they lease and renew)

Lia Nichole Smith is Senior Vice President – Education and Performance | ApartmentRatings and SatisFacts, Divisions of Internet Brands

Lia Nichole Smith is an award-winning, trend-spotting thought leader, with advanced theoretical and practical knowledge of solving challenges for conventional, affordable, senior, military and student communities. Recognized by GlobeSt. as a 2022 Influencer in Multifamily, Lia Nichole is an active member of NAAEI's Curriculum Development Committee and a highly sought-after international speaker due to her ability to bring together market research, renter trends and effective storytelling.


2:45 PM - 3:30 PM

Data-Driven Marketing

Session sponsored by:



The question that every social media marketer has asked: "What's working and what's not?" You need to know what posts or ads are working and which ones they should turn off. What's driving results and what's wasting money?  Without a clear understanding of how your users are engaging with your site, you are marketing "in the blind".  Julie will present a framework to take the chaotic marketing with limited visibility and transform that into a system that will allow you to predictably grow revenue and results. You will have confidence in your data and know exactly which posts are meeting their objectives and which ones are not. You'll be saving time and money when you're able to use a dashboard that allows you to compare all your different traffic sources as well as individual ads so you can quickly and confidently take action to optimize each social media platform faster than ever.

Key Takeaways:

  • The most important step that most marketers skip and that causes the most frustration
  • How to be sure you can get the information you need to optimize
  • What a dashboard should and should not be.
  • How to easily see what's working and what's not so you can take the guesswork out of your marketing

Julie Brade has been creating actionable dashboards for a wide variety of companies for over 15 years. She has been with the MeasurementMarketing.io team for nearly a decade and has risen through the ranks from assistant to Lead Instructor, Lead Account Manager, and Director of Measurement. She has helped hundreds of companies of all sizes improve their measurement so they can optimize and improve conversions fast and efficiently. She always loves a good puzzle or brain teaser and the world of online measurement is full of those! Julie's father has also spent the last two decades growing multi-family properties so she is familiar with the ins and outs of the business.

3:30 PM - 4:00 PM

Networking Break with Exhibitors and Sponsors

4:00 PM - 4:45 PM

Click Tracking: Find out what Social Channels are driving traffic and ACTUALLY driving leads

Session Sponsored by:

Metrics provided by social media analytic platforms tell us about social media activity, but they often fall short when helping us understand how they connect to business outcomes. Likes and Follows are vanity metrics, while Clicks don’t provide an insight into what happens after the click.

In this session, we will take a technical deep dive into ways to track social media clicks in your Marketing Automation Platform and finally into your CRM. This session will help social media marketers prove their effect on the bottom line and will give guidance into which social media channels are driving traffic and contributing to customer generation.

We will talk about:

  • Creating trackable links for social media
  • Gathering first-party data from social media
  • Creating and formatting landing pages to capture prospect data
  • Attribution models
  • Digital attribution bias
  • The difference between quantitative and qualitative Click measurement
  • Connecting social clicks to the bottom line

A. Lee Judge is the Co-Founder and CMO of Content Monsta, a digital content agency. He also serves as Global Digital Marketing Manager, at Hexagon Geosystems. Previously, Lee served as Sr. Digital Marketing Director at B2B customer service software company Jacada, connecting the organization’s Sales and Marketing Operations. Focused on B2B marketing for over 20 years, Lee is both a digital marketing practitioner and creative content entrepreneur. He is a leading LinkedIn video creator, Forbes Agency Council member, and engaging event speaker providing training on digital marketing, content creation, social selling, and sales enablement from the Marketing point of view.

4:45 PM-5:30 PM

Transforming Multi-Family Marketing with OpenAI: Enhance Digital Strategies and Elevate Customer Engagement 

Learn how OpenAI can be used to optimize multiple digital channels to appear in top search results. With the power of OpenAI, multi-family marketers can write profile descriptions, posts, quick responses to consumer reviews, and even increase SEO through the writing of proper meta tags and SEO rich descriptions.  

Key Takeaways

●  Shift your mindset from “search engine optimization” to “search optimization” and understand how listings, reviews, and social media management working in tandem is the winning combination for appearing in top search results

Managing search, social, and reputation channels across hundreds or thousands of locations seems daunting. Integrate the use of OpenAI into your digital marketing strategy to increase efficiency and decrease stress when it comes to developing SEO rich content.

Finding out which keywords your local competitors are ranking highly for will uncover blind spots in your own SEO strategy. Use this competitive knowledge to inform OpenAI with new key terms it should use when developing content in the form of profile descriptions, posts, review responses, and more.

Afif Khoury is CEO and Co-Founder of SOCi, Inc. and has been at the forefront of technology for over 25 years. From his early contribution to the Human Genome Project, a career as a high tech M&A attorney, a manager of two successful Venture Capital funds and the founder & CEO of two successful startups, including JMI backed SOCi, Inc., Afif will share insights from his career including lessons he’s learned on how to scale to $1B. He is an experienced scientist, attorney, investor, and entrepreneur, and uses each of these skills in his daily life.

5:30 PM - 6:30 PM

Networking Reception and Wine Tasting at the Meritage Resort

Wine Tasting Sponsored by:

Friday, March 24, 2023

7:30 AM - 12:30 PM

Registration and Badge Pick-up

Registration Sponsored by:

8:00 AM - 9:00 AM

9:00 AM - 9:45 AM

Breakfast with Exhibitors and Sponsors

Keynote #2: How to Use Facebook and Instagram Ads and Organic Tactics to Attract and Retain New Residents

Friday Keynote Sponsored by:


  • What’s changing and how to approach your marketing strategy on Facebook and Instagram
  • How to use the Business Suite to measure and schedule your posts and get the biggest bang for your buck when you don’t have a lot of time
  • How to use optimized Ad Campaigns to bring prospective tenants to you

Andrea Vahl is a Social Media Speaker and Consultant who is passionate about helping businesses understand and leverage the power of social media to actually grow their business.  Andrea is the co-author of Facebook Marketing All-in-One for Dummies and her newest book is Facebook Ads Made Simple.

She has appeared on top lists on Entrepreneur.com, Inc.com, and other influential sites.  She is the founder of Facebook Advertising Secrets an online learning program with over 700 students.  Andrea Vahl’s proven ability to make social media marketing easy to understand and implement has directly impacted the bottom line of thousands of companies through her training and one-on-one consulting.  She is also a stand-up comedienne.

Learn more about Andrea’s books, courses, and resources at www.AndreaVahl.com



9:45 AM - 10:30 AM

What It Takes to Rank in 2023: Google’s Shift to AI Changes The Game

Session Sponsored by:


SEO Consultants often pitch strategies based on technical fixes and on-page optimizations. But, these strategies fail to significantly grow organic traffic. Why? Because AI-driven search engines expect more, including visual content that encourages engagement. We studied top ranking brands in B2C markets to reveal the tactics that drive organic traffic from modern search engines. Join 20-year SEO expert Dale Bertrand as he shares his SEO playbook for 2023, must-have SEO tools and tactics you can start implementing today.


  • How SEO “best practices” need to change in the age of AI
  • What types of visual content Google favors
  • 5 tactics to rank content in 2023

Dale Bertrand has been an SEO specialist to Fortune 500 companies and venture-backed startups around the world for two decades. Dale is a marketing leader, technologist and real estate investor. He advises businesses in industries related to his expertise, including hospitality, healthcare and technology. He has trained marketing professionals at TripAdvisor, Microsoft, HubSpot, and Proctor & Gamble. Dale applies his graduate school work in artificial intelligence to search engine marketing. He has BS and MS degrees in Computer Engineering from Brown University.

10:30 AM - 11:00 AM

Networking break with Exhibitors and Sponsors


11:00 AM - 11:45 AM

Flip the Hate in the Online Circus: Learn the Acrobatics of the 4P Rule

Do not rent from slumlord…. I assure you it won’t be a good experience. I am going through hell right now… If you are having a similar experience, please share to help others avoid it.” – Facebook

There is no escaping the wrath of renters on social media or review platforms. Their commentary plays a monumental role in attracting new residents and retaining the existing ones.

What’s helpful for the renter isn’t always beneficial for the company. A single 1-star review or negative comment will seemingly overshadow numerous glowing ratings and posts. Yet a company can glean valuable information from feedback and use the opportunity to respond in a manner that manages perceptions and bolsters the property’s reputation and trust.

  • How do you successfully navigate the online circus with a multitude of social media commentary and review responses?
  • How do you tactfully and professionally tell your story when faced with trolls, fake reviews/posts, and online haters?
  • How do you flip the hate online and use it to boost your customer service and employee morale?

Priyanka Agarwal and her team have crafted tailored responses to more than 500,000 reviews in the apartment industry and she will share her expertise in conflict resolution online. Learn from real-life examples of dealing with trolls and online haters. Understand the skill set you need to deal with toxic online commentary and how to empower your teams to overcome the objections without defaulting to “can I remove/delete” the post/review.

What you'll learn from this session:

  • Use the Four P Rule of Online Engagement for tackling challenging reputational/trust situations.
  • Strategies to flip the hate—strengthen your customer service to regain renter confidence and build trust.
  • Tips to cultivate a positive team member experience and retain talent using the online commentary

Priyanka Agarwal has 25 years of experience in strategic communications and online reputation management. Currently, she serves as the public relations consultant and head of the review response team at J Turner Research. Priyanka and her team have crafted responses to more than 500,000 multifamily reviews by renters and employees.

She has consulted for leading technology brands such as Microsoft and Hewlett Packard and served as the Director of Communications and Alumni Relations at a preeminent private school in Houston for several years. Priyanka is a podcaster, public speaker, and contributing author for the National Apartment Association, Multifamily Executive, and Multifamily Insiders. Her most recent public speaking engagement was at the National Multifamily Housing Council’s OPTECH Conference and Public Relations Society of America, Houston Chapter’s annual conference. Priyanka earned a master’s degree from the University of Houston, and she is an active member of the Public Relations Society of America.

11:45 AM - 12:30 PM

Web3: More Than the Metaverse

Whether you're excited by these concepts or indifferent, web3 has become difficult to ignore. According to Forbes, over $120 billion was invested in the metaverse by the first half of 2022. Since then, that number has almost doubled. Yet despite this growing awareness and investment, web3 remains an enigma to the vast majority of consumers.

Our objective is to gain a basic understanding of Web3 to better discuss and implement practices already utilized by big agencies on a global scale. We will review specific use cases and examples of effective Web3 and experiential campaigns. Then, we will review potential applications for this technology within the context of multifamily marketing.

What the attendee will learn:

  • The differences and similarities between web2 and web3
  • Primary components of the Web3 ecosystem
  • Practical applications within the multifamily industry

Michael Huereque has over 15 years of experience in both traditional and digital advertising. Previously co-founder and Executive Vice President at Agency FIFTY3, Michael returned to school to secure a Certificate from MIT in blockchain technology and Web3 applications. As a result, he was hired as the Web3 Lead for SAMY Alliance.

SAMY is an award-winning collective representing some of the most respected brands globally, with over 200 clients, 400+ team members, and offices spanning three continents. They are leaders in the space for groundbreaking campaigns in every category, from influencer marketing to creative branding, affinity research, experiential, and now, Web3.

12:30 PM

Closing Remarks and Announcements