{"id":22279,"date":"2019-05-18T05:00:26","date_gmt":"2019-05-18T12:00:26","guid":{"rendered":"https:\/\/www.yardi.com\/blog\/?p=22279"},"modified":"2020-12-25T01:50:03","modified_gmt":"2020-12-25T09:50:03","slug":"marketing-insights","status":"publish","type":"post","link":"https:\/\/www.yardi.com\/blog\/marketing-insights\/","title":{"rendered":"Marketing Insights"},"content":{"rendered":"
\"\"
Representing Yardi at the 2019 AIM conference<\/figcaption><\/figure>\n

The multifamily marketing industry recently gathered in Huntington Beach, Calif., for the 2019 Apartment Innovation and Marketing (AIM) Conference. The 2019 edition focused on digital marketing best practices and innovative technologies.<\/p>\n

Keep reading for top insights from the 2019 conference!<\/p>\n

The ever-expanding Internet of Things<\/strong><\/p>\n

A second wave of connected technologies is making its way to multifamily. In fact, according to Terry Jones of tech giants Travelocity, Kayak and Wayblazer, 75 billion smart devices will be connected to the internet of things by 2025. From smart home integration and keyless entry to smart thermostats and high-speed WiFi, AIM sessions focused on the convenience and opportunity afforded by embracing IoT advances. At AIM, Yardi experts also previewed connected technology innovations coming soon to the RENTCaf\u00e9 <\/em>Suite<\/a>.<\/p>\n

\u201cMarketers are going to need to understand technology more to be successful,\u201d shared Ben Burns, vice president of digital strategy at Bozzuto, during a growth-focused question and answer panel. \u201cAt the end of the day, we\u2019re providing experiences.\u201d<\/p>\n

Is your business ready to embrace new technologies and give renters what they want?<\/p>\n

Attribution, automation and analytics<\/strong><\/p>\n

New technologies appear on the market every day. But which ones made the jump from novelty to widespread adoption?<\/p>\n

\"\"The AIM Technology TrendTalk with Esther Bonardi, vice president of marketing at Yardi, explored multifamily technology trends and how smart marketers can use them to improve business outcomes.<\/p>\n

Meet the speakers:<\/p>\n

Diana Norbury, Senior Vice President of Operations, Pillar Properties<\/strong><\/p>\n

Norbury spoke about utilizing benchmarking<\/a> and prescriptive analytics<\/a> to help drive more informed marketing decisions.<\/p>\n

At AIM, one thing was clear: data is a marketer\u2019s best friend. Prescriptive and predictive analytics can use that data to inform your marketing strategy, improve customer experiences and, ultimately, boost conversions. \u201cPredictive analytics allow our staff to work more intelligently and more effectively,\u201d affirmed Norbury<\/a>. \u201cWe operate with a lot more confidence. We\u2019re seeing lower vacancy and better rents.\u201d<\/p>\n

How can you use the data tools<\/a> you have to better serve your current residents and future renters?<\/p>\n

Jamin Harkness, Executive Vice President and Partner, The Management Group <\/strong><\/p>\n

How are your customers finding you? Multi-touch lead attribution enables marketers to better understand the customer journey from lead to lease.<\/p>\n

During the session, Harkness shared lessons learned and how multi-source lead attribution is changing the way he makes m\"\"ore effective advertising decisions. \u201cWhen it comes to attribution, I shouldn\u2019t have to, and don\u2019t want to, pick just one source. All touchpoints in the customer journey have value,\u201d explained Harkness<\/a>.<\/p>\n

If you\u2019re not quite there yet, learn how to take lead tracking to the next level by downloading a free multi-touch lead attribution ebook<\/a> with insight from Yardi experts.<\/p>\n

Melise Balastrieri, Vice President of Marketing and Development, MG Properties Group<\/strong><\/p>\n

Pulling from her experience at MG Properties Group, Balastrieri talked about utilizing effective marketing automation strategies to help her team capture leads, drive leases and turn their attention back to what matters most \u2013 their residents. \u201cWhat we do is we automate the follow-ups. This allows the leasing consultants to follow up less than they would usually have to do,\u201d Balastrieri<\/a> explained.<\/p>\n

Marketing automatio\"\"n<\/a> reduces repetitive tasks, tracks user behavior and delivers targeted content. Nudge marketing<\/a>, online tour scheduling and automated follow-ups can help improve the lead-to-lease experience for prospects as well as resident retention. Implementing marketing automation tools<\/a> can also free up staff to focus on customer care.<\/p>\n

\u201cIf you\u2019re not already using it, the question is \u2018why not?\u2019 We have some properties converting at over 20 percent,\u201d said Balastrieri.<\/p>\n

Patrick Lawler, Director of RentCafe Product Development, Yardi<\/strong><\/p>\n

Bonardi and Lawler sat down to discuss the future of marketing technology with the RentCafe Suite<\/a>. Echoing the buzz at AIM, Lawler stated that \u201csmart home technology is here to stay.\u201d Keeping on pace with industry trends, marketers can expect to see new functionality coming soon to Yardi\u2019s multifamily products, including smart home integration, digital locks and Wi-Fi purchasing.<\/p>\n

We had a great time meeting clients and attendees at AIM 2019. Stay tuned for a recap of our Selfless Selfies charitable donation campaign and news about AIM 2020<\/a>!<\/em><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

The multifamily marketing industry recently gathered in Huntington Beach, Calif., for the 2019 Apartment Innovation and Marketing (AIM) Conference. The 2019 edition focused on digital marketing best practices and innovative technologies. Keep reading for top insights from the 2019 conference! The ever-expanding Internet of Things A second wave of connected technologies is making its way […]<\/p>\n","protected":false},"author":49,"featured_media":22285,"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":[2618,4],"tags":[491,36,1014,2351,62,170,76],"class_list":["post-22279","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-events","category-news","tag-aim","tag-conference","tag-internet-of-things","tag-lead-attribution","tag-marketing","tag-rentcafe","tag-technology-2"],"acf":[],"yoast_head":"\nYardi Blog<\/title>\n<meta name=\"description\" content=\"The multifamily marketing industry recently gathered in Huntington Beach, Calif., for the 2019 Apartment Innovation and Marketing (AIM) Conference. 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