{"id":20218,"date":"2018-05-21T08:00:52","date_gmt":"2018-05-21T15:00:52","guid":{"rendered":"https:\/\/www.yardi.com\/blog\/?p=20218"},"modified":"2020-12-25T01:02:14","modified_gmt":"2020-12-25T09:02:14","slug":"aim-insights-2","status":"publish","type":"post","link":"https:\/\/www.yardi.com\/blog\/aim-insights-2\/","title":{"rendered":"AIM Insights"},"content":{"rendered":"<p>Multifamily marketers gathered in Huntington Beach, California, for the 2018 Apartment Internet Marketing (AIM) Conference on May 6-9.\u00a0This year\u2019s event focused on the latest digital marketing trends and technologies.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-20224 alignright\" src=\"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2018\/05\/AIM_banner.png\" alt=\"\" width=\"300\" height=\"112\" \/>\u201cMarketing executives are increasingly called on to shape the resident experience and manage the pace of innovation,\u201d shared Steve Lefkovits, executive producer of AIM. \u201cWe\u2019re delighted to have <a href=\"https:\/\/www.yardi.com\/blog\/marketing\/rentcafe-aim\/19735.html\">Yardi and RentCafe\u00a0as partners<\/a> in educating the industry about the future.\u201d<\/p>\n<p>Some conference highlights for multifamily marketers:<\/p>\n<p><strong>Customer Experience Matters<\/strong><\/p>\n<p>Customer experience is the new marketing. At the AIM keynote, Charlene Li, principal analyst at Altimeter and co-author of Groundswell, challenged marketers to examine relationships and experiences. \u201cIf you\u2019re not focusing on the customer experience, you\u2019re working on the wrong things,\u201d emphasized Li.<\/p>\n<p>Why does customer experience matter? Because the data says so! According to <a href=\"https:\/\/www.jturnerresearch.com\/the-mechanics-of-online-review-sites-and-ilss-3\">resident satisfaction data<\/a> from J Turner Research, Q1 2018 apartment reviews grew by 78% as compared to Q1 2017. The average number of reviews per property has grown 20% since Q1 2017, averaging more than 86 reviews per property. The study found a strong correlation between online reputation and resident satisfaction. Resident experience matters, and it influences renter and prospect purchasing behavior.<\/p>\n<p>In a session on customer engagement and loyalty, Joseph Batdorf, president of J Turner Research, stressed, \u201cResident satisfaction matters. Making sure they\u2019re happy affects their willingness to renew a lease.\u201d<\/p>\n<p><strong>Customer Engagement Also Matters <\/strong><\/p>\n<p>To create a better customer experience, you need to engage your customer from the get-go and keep them engaged throughout their time\u00a0with you. Where can you innovate your customer engagement strategy?<\/p>\n<figure id=\"attachment_20223\" aria-describedby=\"caption-attachment-20223\" style=\"width: 306px\" class=\"wp-caption alignleft\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-20223\" src=\"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2018\/05\/32104868_1746004082145771_8512560124802367488_o-Copy.jpg\" alt=\"\" width=\"306\" height=\"250\" srcset=\"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2018\/05\/32104868_1746004082145771_8512560124802367488_o-Copy.jpg 948w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2018\/05\/32104868_1746004082145771_8512560124802367488_o-Copy.jpg?resize=768,626 768w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2018\/05\/32104868_1746004082145771_8512560124802367488_o-Copy.jpg?w=400 400w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2018\/05\/32104868_1746004082145771_8512560124802367488_o-Copy.jpg?w=500 500w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2018\/05\/32104868_1746004082145771_8512560124802367488_o-Copy.jpg?w=600 600w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2018\/05\/32104868_1746004082145771_8512560124802367488_o-Copy.jpg?w=720 720w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2018\/05\/32104868_1746004082145771_8512560124802367488_o-Copy.jpg?w=800 800w\" sizes=\"auto, (max-width: 306px) 100vw, 306px\" \/><figcaption id=\"caption-attachment-20223\" class=\"wp-caption-text\">Pictured: Heather Palmer, Director of Leasing Strategies at Continental Realty Corporation, Paul Yount, Industry Principal at Yardi, and Tiffany LaRocca, Marketing Campaign Specialist at Yardi<\/figcaption><\/figure>\n<ul>\n<li>Create a well-rounded engagement strategy. Implementing a <a href=\"https:\/\/www.yardi.com\/blog\/marketing\/holli-beckman\/19899.html\">multi-source lead attribution<\/a>\u00a0model can help marketers more accurately assign value to each touchpoint in the buyer journey.<\/li>\n<li>Market to common values to bolster your engagement. Sticking to common themes, such as social responsibility, storytelling and local content, will help build a brand reputation that is<br \/>\ngrounded in core values and authenticity.<\/li>\n<li>Engage customers and track interactions on multiple digital channels. Data is power and with analysis, you can understand the types of content and experiences your residents crave.<\/li>\n<li>Use your current technology to cultivate positive customer experiences. Extend your\u00a0<a href=\"https:\/\/www.yardi.com\/products\/rentcafe-crm\/\">CRM system<\/a> into a long-term relationship machine. Thoughtful interactions, such as text<br \/>\nmessage updates and satisfaction surveys, can go a long way.<\/li>\n<\/ul>\n<p><strong>Marketing Automation Should Be Working for You<\/strong><\/p>\n<p>AIM speakers Jamie Gorski, chief marketing officer at Bozzuto, and Esther Bonardi, vice president of marketing at Yardi, explored the many\u00a0benefits of marketing automation to create a more engaging customer experience. <a href=\"https:\/\/www.yardi.com\/ebook\/marketingautomation\/\">Marketing automation<\/a> reduces repetitive tasks,\u00a0tracks user\u00a0behavior and delivers targeted content. It can be used to <a href=\"https:\/\/www.yardi.com\/blog\/marketing\/marketing-automation-2\/19183.html\">enhance resident experiences<\/a> and optimize prospect outcomes.<\/p>\n<figure id=\"attachment_20219\" aria-describedby=\"caption-attachment-20219\" style=\"width: 301px\" class=\"wp-caption alignright\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-20219\" src=\"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2018\/05\/20180507_220613627_iOS.jpg\" alt=\"\" width=\"301\" height=\"226\" srcset=\"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2018\/05\/20180507_220613627_iOS.jpg 2000w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2018\/05\/20180507_220613627_iOS.jpg?resize=768,576 768w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2018\/05\/20180507_220613627_iOS.jpg?resize=1536,1152 1536w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2018\/05\/20180507_220613627_iOS.jpg?w=400 400w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2018\/05\/20180507_220613627_iOS.jpg?w=500 500w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2018\/05\/20180507_220613627_iOS.jpg?w=600 600w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2018\/05\/20180507_220613627_iOS.jpg?w=720 720w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2018\/05\/20180507_220613627_iOS.jpg?w=800 800w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2018\/05\/20180507_220613627_iOS.jpg?w=1000 1000w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2018\/05\/20180507_220613627_iOS.jpg?w=1200 1200w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2018\/05\/20180507_220613627_iOS.jpg?w=1440 1440w\" sizes=\"auto, (max-width: 301px) 100vw, 301px\" \/><figcaption id=\"caption-attachment-20219\" class=\"wp-caption-text\">Pictured: Jamie Gorski, Chief Marketing Officer at Bozzuto, and Esther Bonardi, Vice President of Marketing at Yardi<\/figcaption><\/figure>\n<p>\u201cThere are so many channels where we can use automation. It\u2019s not one channel, it\u2019s across the board,\u201d said Gorski.<\/p>\n<p>Automating parts of your website with <a href=\"https:\/\/www.yardi.com\/blog\/marketing\/nudge-marketing\/13580.html\">nudge marketing<\/a> and online tour scheduling can help improve the lead-to-lease experience for prospects. Simple changes, such as automating review and survey requests, can help expand your brand\u2019s footprint while also collecting resident feedback. \u00a0\u201cWith automation tools designed to check in with residents, conduct surveys, provide contact support and offer timed renewal savings, both your retention rates and your bottom line will improve,\u201d explained Bonardi.<\/p>\n<p><a href=\"https:\/\/www.yardi.com\/ebook\/marketingautomation\/\">Download our free eBook<\/a> to take your marketing automation to the next level with simple strategies you can implement today.<\/p>\n<p><strong>Never Stop Learning<\/strong><\/p>\n<p>As marketers, we\u2019re continually learning, and our industry is everchanging. \u201cIf you ever get to a point where you feel you\u2019re done learning, you\u2019re in a bad spot,\u201d said Maria Banks, president and CEO of AMLI Management Company. We couldn\u2019t agree more, so we suggest you mark your calendar for the next <a href=\"https:\/\/www.aimconf.com\/\">AIM Conference<\/a> in May 2019!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Multifamily marketers gathered in Huntington Beach, California, for the 2018 Apartment Internet Marketing (AIM) Conference on May 6-9.\u00a0This year\u2019s event focused on the latest digital marketing trends and technologies. \u201cMarketing executives are increasingly called on to shape the resident experience and manage the pace of innovation,\u201d shared Steve Lefkovits, executive producer of AIM. \u201cWe\u2019re delighted [&hellip;]<\/p>\n","protected":false},"author":49,"featured_media":20220,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_s2mail":"yes","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1440,4],"tags":[491,2323,492,1106,62,29,2200,170,40],"class_list":["post-20218","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-news","tag-aim","tag-aim-conference","tag-apartment-internet-marketing","tag-apartment-marketing","tag-marketing","tag-multifamily","tag-multifamily-marketing","tag-rentcafe","tag-yardi"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v24.6) - 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