11 Big Ideas

More than 800 people joined the Apartment Innovation and Marketing Conference in Huntington Beach last week for four days of learning, networking and fun. The REACH by RentCafe digital marketing agency was in attendance as marketing leaders and multifamily experts from across the country took the stage to share both strategies and results. Here are some quotable moments from this incredible event to help you get inspired for your next campaign. Connect with the speakers by clicking on their names. Making marketing matter “What does it mean to be in marketing? Your job is to make a brand cool and don’t get it sued.” Nick Tran, former global head of marketing at TikTok “Be authentic. Trends aren’t one-size-fits-all. Do what works for your brand and each community.” Sarah Wieman, PRG Real Estate “In marketing, we don’t want to be order-takers. We want to be decision-makers. Stop treating yourself as support. Bring data to the table so you can come in with value.” Kelley Shannon, Bozzuto “For marketing to work in a silo, you might as well just go stand against the wall and bang your head. Getting more traffic isn’t the highest and best use of your marketing dollars. Educate your team about the value marketing brings to the table and how it impacts ROI.” Gigi Giannoni, Gables Residential “SEO should be a foundational element for you. Why would you put money in places with diminishing returns when you could make a winning long-term play?” Melissa Cartagena, Greystar Give renters what they want “We’re focused on our brand and the lifestyle, but we know from looking at our analytics, lifestyle images aren’t necessarily what sells. Lifestyle helps bring your story to life, but we need core property content and images to sell units.” Tim Hermeling, Cortland “Only 2% of residents say property management overcommunicates. And 45% of residents think their rent will stay the same or go down. Are you setting realistic expectations?” J. Turner Batdorf, J. Turner Research “A full 90% of renters are either interested in or won’t rent without soundproof walls. This feature ranks only slightly below air conditioning and in-unit laundry, and yet is advertised by very few properties.” Sarah Yaussi Pienik, NMHC Social media content is queen “We have not traditionally trusted our leasing teams with social media. But in reality, they’re the closest to your customers. Give them the power to create content. They can become the ultimate creators for you.” Kristi Fickert, Realync “You can reach so many more potential renters on Pinterest. Did you know 72% of users use Pinterest to decide what to buy offline?” Brooke Atsalis, The Management Group “I didn’t have any expectations when we tried TikTok, I just didn’t want to offend anyone. We’re in lease-up; we need velocity. We’ve gotten 74 leads. A very interested lead slid into our DMs. I’ve been pleasantly surprised.” Kira Brown, Wood Partners #REACHpeace The REACH team was also able to donate an additional $1,250 to Direct Relief International to provide aid in Ukraine because of engagement at the event. Thank you to all who participated. We look forward to seeing everyone next year at AIM...

AIM 2019 Apr01

AIM 2019

OFFICIAL RULES 2019 Yardi at AIM Sweepstakes NO PURCHASE NECESSARY. PURCHASE WILL NOT ENHANCE CHANCES OF WINNING. Sweepstakes is open only to legal residents of the 50 United States, the District of Columbia and Puerto, who are 18 years of age or older (except residents of Alabama and Nebraska who must be 19 years of age or older) at the time of entry.  Employees, officers and directors of Yardi Systems, Inc. (“Sponsor”), and its respective subsidiaries and affiliated companies, advertising, promotion, or production agencies (and each of their respective IRS dependents, immediate family members [children, spouse, parents, siblings, and their respective spouses, regardless of where they reside] and individuals residing in the same household of each, whether or not related) are not eligible to participate.  Void where prohibited by law.  By participating, entrants agree to these Official Rules and the decisions of the Sponsor, which are final and binding in all matters relating to this Sweepstakes. ENTRY PERIODS: First Sweepstakes Promotional Period begins on May 6, 2019 at 8:00am PDT.  Entries must be received by 2:00pm PDT on May 6, 2019.  There will be two drawings after 2:00pm PDT on May 6, 2019. Second Sweepstakes Promotional Period begins on May 6, 2019 at 8:00am PDT.  Entries must be received by 2:00pm PDT on May 7, 2019.  There will be two drawings after 2:00pm PDT on May 7, 2019. Third Sweepstakes Promotional Period begins on May 6, 2019 at 8:00am PDT.  Entries must be received by 10:00am PDT on May 8, 2019.  There will be two drawings after 10:00am PDT on May 8, 2019. HOW TO ENTER. During the Promotional Period (i) visit the outside Yardi Café at the Apartment Innovation and Marketing (AIM) Conference in Huntington Beach, California (no purchase necessary); (ii) post a...