2024 Agenda

Announcing our new content option -- Executive Summit on AI!  These sessions are designed for PMC titles of Director and above (Regional Director, Managing Director, VP, SVP, EVP, CMO, COO, CEO, and President) and will  be held concurrently with our Workshops. Conference seating is very limited with this option.

Wednesday, March 20, 2024

12:00 PM - 6:00PM

Registration and Badge Pick-up

All participants must pick up their badges and other event materials

Registration Sponsored by:


New! Executive Summit on AI: A Comprehensive Guide to Artificial Intelligence for PMCs

A new feature for 2024! These sessions are designed for PMC titles of Directors and above and will feature topics to lead AI transformation in your organization.  

Artificial intelligence has been one of the most eclipsing subjects of the past 18 months, casting a long shadow over nearly every other industry. But how is this groundbreaking technology shaping the landscape of the multifamily space today?

This three-part workshop will uncover the practicalities and possibilities of AI in the property management sector. Discover the current landscape of AI tools and their real-world applications and benefits. Understand the potential value, and possible shortcomings, of AI within vendor tools and partner ecosystems. Gain insight to help evaluate and responsibly adopt AI within your organization. This workshop is an essential roadmap for anyone looking to harness the full potential of AI in the multifamily space.

Key takeaways:

  • Discover 5 simple ways to enhance tenant experience and gain operational efficiency using artificial intelligence.
  • Learn how to measure AI vendor solutions for compliance with your business practices and alignment with your organizational objectives.
  • Develop a custom adoption checklist that will serve as the basis for responsible evaluation and deployment of artificial intelligence within your organization.

Conference seating is limited and register with Executive Summit on AI option.


Dustin Hayes, Founder, Hermosa Digital
A passionate brand builder, speaker, and marketing futurist, Dustin Hayes has earned a reputation developing disruptive marketing strategies for Fortune 500 brands and technology startups. A creative at heart, Dustin began his career building content for top media and broadcast networks including MTV, CBS, and HBO. Today, he works alongside business leaders to provide new perspective and direction, helping brands realize and surpass their goals.


A 15-year industry professional, Alex Abernathy serves as Executive Vice President at Asset Living. His primary responsibility is overseeing global portfolio marketing efforts with both centralized national and specialized regional teams. Asset Living’s Marketing Service is a vital component of their company vision - continuing to serve our industry, communities, and partners as the most trusted partner in real estate. Asset Living employs over 7,000 real estate professionals and operates over 1,600 communities which consists of over 230,000 units.

Alex’s experience includes Multifamily, Student, Build-To-Rent, Affordable, Co-Living, and Active Adult, with industry knowledge and experience spanning 200+ real estate markets nationwide and international markets including Canada, Mexico, UK, Bahamas, Colombia, and UAE. Additionally, Alex dedicated two years to transforming a Houston-based software development firm into a full-service digital product / marketing agency, Poetic, specializing in Real Estate MarTech and Marketing Services.

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.

2:00PM- 5:30PM

2:00PM- 3:00PM


All workshops included in the BEST Value option.

Workshop # 1:
Mastering the Art of Scaling Social Media

Unlock the secrets of successful social media scaling in this engaging workshop, led by Erica Byrum, the Assistant Vice President of Social Media at Apartments.com and co-author of "Youtility for Real Estate." In this dynamic session, she will share expert insights on crafting a scalable social media blueprint to elevate your digital marketing game.

What You'll Discover:

  • Scalable Strategy: Create a flexible social media strategy that grows with your business.
  • Content Scaling: Discover innovative content strategies to keep it engaging as your brand expands.
  • Tech and AI: Explore cutting-edge tools and AI to streamline social media marketing and amplify your brand's impact.
  • Influencer and User-Generated Content: Harness the power of influencer marketing and user-generated content for enhanced reach, engagement, and authenticity.

This workshop, led by Erica Byrum, a top-rated conference presenter, equips you with the skills needed to excel in the ever-changing world of social media marketing. Don't miss the chance to learn from an industry expert and elevate your social media strategy.

Erica Byrum serves as the Assistant Vice President of Social Media at Apartments.com, a leading online apartment listing website under CoStar Group. With 19 years of experience, she excels in strengthening brand presence and boosting revenue through her expertise in social media and digital marketing. 

Erica is a driving force behind business strategies for the company's suite of social products, enhancing the online reputation of multifamily real estate properties. Her influence in the social media realm is further demonstrated by her co-authorship of "Youtility for Real Estate" and her recognition as a top influencer. She has received several awards, including the PR News Social Media MVP and two-time President's Club winner, underscoring her status as a game-changer. 

3:00 PM-3:45 PM

Workshop #2:
Gen Z – They’re Coming! Are You Prepared? 

Gen Z is heading for multifamily living - does your marketing strategy have what it takes to capture their attention? As the first generation to grow up fully immersed in the digital age, Gen Z brings with them a unique set of expectations, preferences, and challenges that can shape your brand’s marketing efforts. In this engaging presentation, we'll explore how the multifamily industry can learn from the best marketing practices of the student housing sector to create tailored strategies that resonate with this dynamic demographic.

Join seasoned student housing marketers, Jessica Mancuso and Delany Duke, as they delve into the world of Generation Z and explore the key insights and strategies needed to engage and resonate with this diverse and digitally savvy generation.

During this session, attendees can anticipate:

  • Exploration of Gen Z's Distinctive Traits: Delve into the distinctive characteristics, expectations, and preferences that define Generation Z.
  • Insights for Tailored Marketing Strategies: Gain insights into crafting marketing strategies that align with Gen Z's distinct traits and interests.
  • Application of Effective Student Housing Tactics: Adapt and apply successful marketing tactics from student housing to elevate your multifamily marketing efforts.


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.

Jessica Mancuso is Vice President of New Developments | Student at Asset Living. She has spent the past 11 years within the Student and Multifamily sectors, managing New Development and Stabilized assets. She has held numerous positions with her longest tenure in the Regional Marketing Director/Regional Leasing & Training Director capacity overseeing a multimillion-dollar portfolio averaging 15 sites nationwide. Previously, Jessica has served as Director of New Development Marketing for Asset Living. She is responsible for overseeing the division's daily operational activities while leading the corporate regional team including their individual portfolios and assisting with business development client relations. Jessica is originally from Orange County, California where she studied Marketing in Los Angeles at the Fashion Institute of Design and Merchandising. She currently resides in Denver, Colorado with her family. Jessica has been a member of the UN Foundation (unfoundation.org) in the Denver Metro chapter for the past 5 years.

4:00 PM - 4:45 PM

Workshop #3:
Unleashing Marketing Insights with Data Visualization

In the session, we'll navigate through the intricacies of creating compelling dashboards—engaging, informative, and tailored to elevate decision-making. Together, we'll uncover the power of visualization to decode complex data, turning it into actionable insights that can fuel your marketing strategies. 

  • Understand data visualization and dashboard
  • Dashboard creation
  • Data fallacies to avoid with multi-family examples

Xiyao Yang is the Director of Marketing Analytics 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. 

4:45 PM - 5:30 PM

Workshop #4:
How to Reimagine Storytelling for your Multifamily Properties to Increase Engagement, Drive Growth and Social Search

How to reimagine storytelling for your Multifamily properties to increase engagement, drive growth and social search. In this session you'll learn how to:

  • Discover influential residents to collaborate and co-create together for mutual growth
  • Creative ways to partner with local small businesses to increase community engagement
  • Create engaging content to dominate social search

Lindsay Calabrese is General Manager of the Creator Network at The Arena Group.

Lindsay’s expertise includes: · Influencer strategy · Influencer Marketing · Brand Partnerships · Influencer Relations · creator economy · Cultural Strategy · Strategic Partnerships · Integrated Marketing · Business Development

The Arena Creator Network is a Creator Led, Cultural Content Hub powered by iconic media brands. We are reimagining storytelling by partnering Creators with brands in front of and behind the lens, placing Creators at the heart of everything we do and how we do it. Sports Illustrated, Parade, TheStreet, Men’s Journal + more.

5:30 PM - 6:30 PM

Welcome Reception at the Meritage Resort

Reception Sponsored by:

Thursday, March 21, 2024

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

8:00 AM-9:00 AM

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! These mentors 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 and chairs to be announced shortly.

Mentor Roundtable Chairs:

Erica Byrum
Assistant Vice President of Social Media, Apartments.com


Xiyao Yang
Director of Marketing Analytics


Zach Sloan
Co-Founder & Chief Sales Influencer


Allison Nesbitt
VP, National Sales & Strategic Initiatives, Zumper

9:00 AM- 9:15 AM

Welcome and Introduction


9:15 AM - 10:00 AM

Keynote: The Urge to Act: How to Stop Shouting into the Void and Get Bigger Results with Content that Connects

Opening Keynote Sponsored by:

Despite what social media would have you believe, "reach" is overrated. Results come from resonance.

Whether you want to retain residents or attract new ones, inspire your team or own the room during high-stakes moments, we have to embrace one hard truth:

It's not what you KNOW that causes them to act. It's what you SAY.

What you say (and how they feel about it) determines whether or not they act.

In this fast-paced, inspiring talk, author and podcast host Jay Acunzo will take us inside the process of how the world's best storytellers tweak their delivery to ensure they resonate deeper, stand out easier, and produce higher-impact content more consistently.

What would it take to ensure more of our work actually worked? We have to get off the hamster wheel and produce more valuable, more original content -- content that inspires action.

You'll walk away knowing:

  • How to compete on the power of your ideas, not the volume of your content
  • A storytelling structure to amp the efficacy of your words, wherever you show up
  • How to produce higher-impact content, without magically adding resources

Jay Acunzo is on a mission to help others make what matters. He's the cofounder of the Creator Kitchen, where content marketers learn to become effective storytellers, and he's held media and marketing roles at ESPN, HubSpot, Google, a tiny startup, and a top-tier VC firm. When he’s not working behind the scenes as a creative coach with experts, entrepreneurs, and marketers, Jay writes books, gives speeches, and hosts the popular podcast, Unthinkable. His grandest aspiration and probably delusion is to become the Anthony Bourdain of the online creator space.

10:00 AM - 10:45 AM

What Will Save Us?! Cashing in on Your Reputation Currency

Session Sponsored by:




You've heard it all: "Think outside the box for better resident experiences." But let's get real – what exactly defines that flawless resident experience? And how do you transform it into the kind of customer service that works like magic? Is it just a buzzword or can you truly map it out with tactical precision and set your success goals?

Believe it or not, you absolutely can.

Your reputation currency aka the goodwill you earn from your residents and employees, is your golden ticket to more lease renewals, referrals, and to attract and retain top talent.

Building this currency starts from the ground level, where your team provides competitively outstanding resident experience.

In combing through thousands of reviews, Priyanka has curated real-life examples of residents who define a genuinely delightful and caring experience. Get insight into the daily activities, habits, and attitudes that can delight residents. Hear extraordinary customer service lessons that you can adapt to your property regardless of your budget. Learn how to tactfully interpret resident feedback to determine your strengths vs. competition and responsibly engage online to grow your reputation currency.

What will you learn from this session?

  • Ten simple strategies to go the extra mile for your residents as expressed by residents themselves.
  • Five “out of the box” customer service lessons to build your credibility as being resident centric.
  • Do’s and Don’ts of building and multiplying your reputation currency.
  • Top gripes that compel residents to speak about their experience online.
  • Learn how to tactfully interpret resident feedback to determine your strengths vs. competition.

Priyanka Agarwal has over 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 close to a million multifamily reviews by renters and employees. She is an expert in crisis management online and has handled a variety of situations in multifamily, including legal threats, discriminatory allegations, violent crime, construction delays, and the impact of natural disasters on residents, among others. 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.

10:45 AM - 11:30 AM

Champagne Networking Break with Exhibitors and Sponsors

11:30 AM -12:00 PM

Building Beyond Walls: A Multifamily Guide to the Metaverse

Session Sponsored by:



Join me down the rabbit hole and into the exciting world of the metaverse! In a recent survey, 74% of Americans have shown interest in exploring the metaverse this year, and guess what? Multifamily housing is poised to reap incredible benefits from this digital revolution. Learn about immersive, fully furnished floor plans where prospective residents can explore layouts and map their daily commute from anywhere. Discover how to leverage metaverse platforms to overcome construction delays, create buzz, and foster preleasing along the way. Take inspiration from Hines' groundbreaking digital ecosystem and SERHANT’s UNIVERS. But that's not all! Learn how to open up new revenue streams by partnering with retailers like West Elm and hosting dynamic virtual events such as yoga classes and interactive town hall meetings with residents. Combat isolation head-on by hosting microverse-powered social gatherings like game nights and resident meet & greets, fostering genuine connections that blur the lines between the virtual and real worlds. The metaverse isn't just a fleeting trend; it's shaping the future where the boundaries between reality and the virtual realm fade away. This presentation offers practical strategies and a dash of odd humor. Let’s take your multifamily leasing strategies to unparalleled heights, both online and IRL.

What the audience will learn:

  • Identify market potential. Understand the strong interest in the metaverse (74% of Americans) and its relevance to multifamily housing.
  • Visualize immersive leasing. Learn which platforms are best for hosting engaging virtual tours with customizable floor plans and commute simulations.
  • Discover how to utilize the metaverse for game nights, digital forums, and community-building initiatives.
  • Strategies to use the metaverse to overcome construction delays by generating buzz, building community, and preleasing more effectively.
  • Insight into multifamily-relevant partnerships (Sandbox partnerships) to develop a digital ecosystem.
  • Techniques to personalize tours, leading to a potential increase in conversion rates.
  • Ways to explore and establish new revenue streams by partnering with retailers like West Elm and hosting engaging virtual events and augmented reality.
  • Understand the fusion of virtual and real-world interactions to foster lasting community connections.

Michael Huereque is Executive Director of Marketing at Coastal Ridge Real Estate.  In his role, Michael is responsible for all corporate and property marketing strategies for the company, including leading strategic projects and initiatives to support the company’s long-term growth. Additionally, he will shape and lead a growing team of marketing professionals, overseeing the creation, implementation, and direction of marketing activities for Coastal Ridge’s portfolio. Before joining Coastal Ridge, Michael was Head of Growth at SAMY Alliance and Executive Vice President at Agency FIFTY3.

12:00 PM-12:20 PM

Connection in the Age of AI

Humans innately require community and connection; it's a species thing. As the digital age emerged with new tools for connection (i.e. social media and messaging) we adapted community building and conversation styles to leverage the advantages of our new digital tools. Now, new tech (like AI) fast-forwards users to higher levels of agreeable content. What skills will our species rely on for creating meaningful connections in the new age? If, REALLY KNOWING A PERSON is important, what important steps will be required of all of us?

Join Adam for this brief presentation on his early research and conclusion on being seen and seeing others in a filtered digital age.

Adam Japko is CEO of Esteem Media, founder of Multifamily Social Media Summit and Design Influencers  Leadership Conference, and co-founder of Luxury Home Design Summit. Esteem Media is home to leading national and local media brands in the luxury home design, gardening, and fine wine communities; focused on connecting professionals and consumers around their passions and businesses. Our magazines Atlanta Homes & Lifestyles and New England Home and WineZag blog leverage events, print media, social media, blogs, and digital marketing… but overall, community connection as the catalyst for their constituents’ commercial success.

12:20PM- 12:30PM

Innovation Scholarships
Announcement by:  Alli Malliton, Senior Director of Sales, Conversion Logix

Scholarship Sponsored by:

12:30 PM - 2:00 PM




2:00 PM - 2:45 PM

Lunch Buffet at the Meritage Resort and Networking Time for all Participants

Lunch Sponsored by:

Short-Form Video Content Marketing Tools & Strategies For Your Multifamily Business 

In this session you will learn:

  • Easy content creation and video editing tools for on the go content creation
  • How to use AI tools to maximize time and efficiency for short-form video
  • How to repurpose video content for multiple social media platforms

Keenya Kelly is the CEO of If You brand It, a Vertical Video Marketing & Consulting agency in San Diego, CA where she strategically helps business owners develop video & funnel marketing strategies.

In just 3 years through TikTok and Instagram Reels marketing, Keenya has grown an audience of over 500,000, generated over $1 million dollars in her business and has helped thousands of business owners scale and market their businesses online.

Keenya recently helped one of her clients reach over $1 million dollars  in her business in 10- months on the TikTok platform.  She has recently taught video marketing strategies at: Social Media Marketing World, The ROI Summit, Go HighLevel and to a standing-room-only audience at CAR - The California Association of Realtors Conference. 

2:45 PM - 3:30 PM

Everything You Need to Know About TikTok

You'll learn everything you need to know about TikTok, offering multifamily marketers a roadmap to capitalize on its features for community growth. Gain clarity on TikTok's advertising realm, develop a winning content strategy, break through the TikTok algorithm, and acquire engagement techniques to maximize your brand's visibility.

What You’ll Learn:

• TikTok advertising - defining the components a successful ad campaign; targeting capabilities and restrictions; and search advertising

• Content Strategy & TTSO (TikTok Search Optimization)- what is the perfect content mix; authenticity; employee/ user-generated content; and the rising usage by Gen Z.

• Engagement drivers to elevate your brand -using FYP and Search options; engaging with local influencers; and sparking engagement through interaction with users and other profiles.

Matt Pavlick is the President and Founder of GRO, an award-winning marketing agency known for its customized digital marketing solutions for owners and operators in the multifamily and student housing industries. At GRO, he leads strategic and business development operations, guiding the executive team to deliver high-value marketing results for clients. Under Matt's leadership, GRO evolved from a local boutique to one of the fastest-growing private companies in the U.S., securing its place on the Inc. 5000 list in both 2023 and 2022.


A 15-year industry professional, Alex Abernathy serves as Executive Vice President at Asset Living. His primary responsibility is overseeing global portfolio marketing efforts with both centralized national and specialized regional teams. Asset Living’s Marketing Service is a vital component of their company vision - continuing to serve our industry, communities, and partners as the most trusted partner in real estate. Asset Living employs over 7,000 real estate professionals and operates over 1,600 communities which consists of over 230,000 units.

Alex’s experience includes Multifamily, Student, Build-To-Rent, Affordable, Co-Living, and Active Adult, with industry knowledge and experience spanning 200+ real estate markets nationwide and international markets including Canada, Mexico, UK, Bahamas, Colombia, and UAE. Additionally, Alex dedicated two years to transforming a Houston-based software development firm into a full-service digital product / marketing agency, Poetic, specializing in Real Estate MarTech and Marketing Services.

3:30 PM - 4:00 PM

Networking Break with Exhibitors and Sponsors

4:00 PM - 4:45 PM

Top AI and Tech You Will Need in 2024 to Compete

Session Sponsored by:




Instant gratification. 15 second videos that disappear after viewing. Texting a friend sitting right next to you. Yes, we’re talking about Gen Z. The generation who’s grown up with an iPhone in their hands and a generation more skeptical of what they read online (when not posted by their friends of course) is also the generation who will become the largest group of apartment renters over the next decade.

How should you prepare for this fast-evolving world?

By leaning into and adopting strategies that capitalize on AI and modern technology.

  • Get more ROI by adopting the right tech, the right tech partners and lead your team forward and embracing generative and predictive AI when appropriate.
  • Empower your employees to make smarter decisions and get better coaching through data and automation.
  • Leverage AI to connect, engage and convert a short-attention-span generation using continuous communication along their journey from Search Engine Optimization, Paid Ads, Google Business Profile, Social Media, and Reviews.

Learning Objectives:

  • Gain insights into the top AI and technology approaches in 2024 for multifamily marketers.
  •  Learn how AI machine learning + data science + analytics can create efficiencies in your marketing strategy and reduce wasteful spending.
  • Learn about the latest advancements in predictive technology when connecting revenue management, marketing spend, and operations to reduce vacancies.
  • Explore AI and automation tools that will help free up team bandwidth so your onsite teams can focus on day-to-day resident engagement and support.


Dayna Gardner is an Industry Principal at RealPage and a renowned multifamily professional with nearly two decades of experience in property operations, marketing and resident experience strategy. Currently, she is deeply immersed in all aspects of digital marketing for multifamily and leveraging data and insights to drive marketing strategy performance. As a thought leader in multifamily marketing and resident experience, Dayna is influencing the next generation of product innovation and business development strategy at RealPage. With her extensive expertise, Dayna is at the forefront of the multifamily industry and shares valuable insights on the latest trends and innovations in digital marketing for multifamily.


As VP and General Manager for CRM at RealPage, Alex Griffis is responsible for leading RealPage's  CRM and AI teams to deliver innovative product solutions to customers and the multifamily space. Alex and his team work closely with a wide range of owners and operators to ensure that their voices are reflected in RealPage's overall CRM and AI product direction. Prior to RealPage, Alex led the product organization as VP of Product at Knock CRM.


4:45 PM-5:15 PM

Harnessing the Power of Data: A Game-Changing AI Approach for Property Management

Join us for an enlightening session tailored to multifamily property management professionals keen on harnessing AI to foster deeper connections within their local communities. Explore the transformative potential of AI beyond operational efficiencies, diving into its capacity to increase resident engagement and understanding of the diverse communities surrounding each property. Learn how AI solutions can help harness your data so you can decipher the unique aspects and interests of each community, enabling you to craft personalized interactions that resonate deeply.

Whether you're considering AI integration for the first time or seeking to enhance your existing approach, this session offers invaluable data-driven strategies to elevate community engagement and drive success in the multifamily market. Discover how to leverage AI insights to create meaningful connections with residents.

Key Takeaways:

  • Uncover the diverse capabilities of AI in understanding and connecting with local communities near your properties.
  • Implement actionable strategies to seamlessly integrate AI across your tech stack, avoiding operational silos and achieving enhanced performance.
  • Align your data strategy with AI initiatives to capitalize on data-driven approaches and foster multifamily success.

Falk Gottlob is an experienced and results-driven product management executive with a proven track record of success, equipped with a distinctive blend of technical expertise, business acumen, and marketing proficiency in emerging technologies and trends. He has worked with some of the most recognizable companies in tech, including Microsoft, Adobe, and Salesforce, to bring to life game-changing innovation. As SOCi’s Chief Product Officer, Falk brings his experience to bear in accelerating the company’s vision of creating the most advanced AI-driven co-marketing solutions in the industry. With the pace at which AI is reshaping the marketing landscape, he believes SOCi’s solutions will empower marketers to be more efficient, make intelligent decisions, and ultimately drive growth.

Beyond his role at SOCi, Falk contributes to the technology ecosystem by serving on the boards and advisory boards of various technology start-ups in the marketing, healthcare, and nonprofit sectors. His involvement in these organizations demonstrates his commitment to supporting innovation and driving positive change within the industry.

5:15 PM - 6:30 PM

Networking Reception at the Meritage Resort


Friday, March 22, 2024

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: Amplify Your Marketing Impact: Integrating Multi-channel Efforts Without Increasing Your Workload

You're managing campaigns across many channels - social, email, SEO, paid ads, and more. But fragmented efforts deliver fragmented results. How do you coordinate channels to multiply your ROI? You must efficiently repurpose content, identify patterns in performance data, and apply insights across channels. Join 20-year marketing veteran Dale Bertrand as he unveils his playbook of strategies that fully exploit each channel's unique strengths and translate insights to other channels, ultimately multiplying your marketing results without additional effort.


  • Identify useful patterns across channels
  • Repurpose content across channels to maximize value
  • Connect channel insights to pinpoint optimization opportunities
  • Optimize customer touchpoints driving awareness and conversion

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.



9:45 AM - 10:30 AM

Social Media the Gen Z Way

If you are quiet, sit tight, and pay close attention, you can hear the pitter patter of Generation Z coming at multifamily like a tsunami. With ages ranging from 11 to 26, this generation is the biggest, boldest, and most wonderfully diverse bunch the US has ever seen. They've never known a world without technology, and social media practically flows in their veins. But here's the twist: they've got some nifty tricks up their sleeves when it comes to using social media platforms and technology, and it's not your grandma's Facebook!

In this lively session tailored to operators and suppliers, Lia and Virginia will spill the beans with real-time surveys and user-generated stats on how these young guns navigate social media while shopping, job hunting, and cozying up to brands. Find out what it takes to win their hearts and keep 'em coming back for more. Discover the secret sauce for crafting a company culture and messages and generate content that Gen Z will trust and adore.

Actionable Takeaways

  • Gain insight into real-time survey and user-generated data on Gen Z behaviors
  • Create new strategies to attract Gen Z renters via social media
  • Identify critical paths to aligning brand messaging with Gen Z expectations
  • Learn out to establish trust by authentic and transparent interactions
  • Discover how Gen Z will help support, engage, and promote your brand

Lia Nichole Smith is Sr. Vice President of Education and Performance at SatisFacts Research. She is a trend-spotting thought leader, with advanced theoretical and practical knowledge of solving challenges for conventional, affordable, military, senior and student communities. Recognized by GlobeStreet as a 2022 Influencer in Multifamily, Lia Nichole is an expert in predictive analytics and a highly sought-after international speaker due to her ability to bring together market research, renter trends and effective storytelling


Virginia Love, the Industry Principal at Entrata, who plays a pivotal role as a bridge between the multifamily industry and the marketing, product, and sales departments. With over three decades of rich experience in the apartment realm, she's witnessed it all. Virginia's passion and expertise in leasing/sales, marketing, technology, industry trends, and property operations shine through in her presentations. Her achievements include being Chairperson of the Atlanta and Georgia Apartment Associations, serving on more committees and advisory boards than she can count. She was recognized as a Multifamily Influencer by GlobeSt. Real Estate Forum in 2021 and receiving the esteemed honor of Connect CRE's Women in Real Estate Awards for 2022. Virginia is also an integral part of the Apartment All Stars team.

10:30 AM - 11:00 AM

Networking break with Exhibitors and Sponsors


11:00 AM - 11:45 AM

Google Tips and Strategies

Session Sponsored by:


Google is in the house! Riva will share her wealth of knowledge and expertise on all things related to Google.  Topics you’ll learn about include:


  • What key metrics should we be looking for when assessing ads campaigns?
  • Privacy Centric Measurement: 3rd party Cookie deprecation in 2024 and what does this mean for advertising?
  • Enhanced Conversions: what are they, how do you set them up, why are they important?

Performance Max

  • What is Performance Max? How do we tailor it to certain locations?
  • Best Practices and Case Studies: what assets and creatives should you use

Riva Akolawala is a keen marketer who is known for creative problem solving, strong analytical skills, and delivering on strategic outcomes for internal & external stakeholders. Currently, Riva is an Account Manager at Google, specializing in Lead Generation for SMBs. 

Having worked with 1,000+ clients since her start at Google in 2021, Riva has shaped strategic initiatives for tens of thousands of Ads accounts. Hailing from an agency background, Riva uses her product expertise to tackle complex business challenges & goals, and ultimately help advertisers scale while maintaining profitability.

11:45 AM - 12:30 PM

Google SGE vs Bing with ChatGPT: Battle of the Search Engines

Go head to head with the two top AI enabled search engines and see which one comes out on top. Showing examples of apartment related searches and how they stack up against each other. The good and the bad. Showcasing vital SEO strategies to be ready for the generative search experience coming upon us.

Learn about the history of previous search engines, their major breakthroughs and how we got to where we are today. Martin will cover current search engine market share, search algorithms, large language models (LLMs), UI/UX, search features, as well as organic SEO and paid ad opportunities.

Also learn how to build a multi-platform SEO strategy with rich media content on YouTube and other major social networks.

Bonus Content: ChatGPT Quickstart Guide for Apartment Marketers and Prompt Templates

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

Closing Remarks and Announcements