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
2:30PM-5:30PM
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.
Presenters:
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.
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
Workshops
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 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.
Instructors:
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.
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’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.
Thursday, March 21, 2024
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.
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
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
10:00 AM - 10:45 AM
What Will Save Us?! Cashing in on Your Reputation Currency
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.
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
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.
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.
12:20PM- 12:30PM
12:30 PM - 2:00 PM
2:00 PM - 2:45 PM
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
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.
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
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.
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.
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
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.
Takeaways:
- 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
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
.
10:30 AM - 11:00 AM
Networking break with Exhibitors and Sponsors
11:00 AM - 11:45 AM
Google Tips and Strategies
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:
Measurement
- 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
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
12:30 PM
Closing Remarks and Announcements