Wednesday, June 13
Please Don’t Go: Long-Term Resident Retention
Uncover new ways of viewing the customer experience and why retention is critical to your bottom line. Reputation management, renewal incentives, communication strategies, consistency and timing: All these factors play a part in building consistent renewals, which lowers costs and increases the value of the community. Hear how to develop a renewal strategy that makes residents feel more valued and that leads to higher renewal rates. (WED-A03)
Creating Real Brand Value Propositions: Not Just Another Marketing Gimmick
Less gimmick, more value please! We’ve seen the “One Month Free” banner or yard sign. While this gimmick or promotion is still used to get a prospect in the door or secure a lease, it does not create value; in fact, it diminishes it. Take a journey into the world of creating value propositions and a positioning statement for your brand or community. Learn from real case studies and leave with tools to create compelling value propositions along with best practices to get buy-in from your onsite teams. (WED-B05)
Thursday, June 14
Sales and Marketing to Get Past Ghosting
Marketing is on point. The leasing team is star-studded. Traffic is rolling in... but you never hear from the customer again. There are times when we are certain a lease will be signed and then the customer drops off the face of the Earth. This trend, known as “ghosting,” halts all prospecting momentum. Have ghosts become our No. 1 enemy? Learn how to develop marketing channels that are designed to prevent the customer from disappearing so that we stay relevant during their apartment search. (THU-A02)
Open Space Series - Marketing
Open Space Series
Don’t just listen to the conversation, join the conversation! New this year, the Open Space Series is a peer-to-peer learning experience where you can engage in creative conversations with attendees who are passionate about the same issues and topics as you. Expert facilitators will support one-hour, small groups and explore the following topics:
Marketing | Thursday, June 14, 8:45 a.m. – 9:45 a.m.
Leasing | Thursday, June 14, 10 a.m. – 11 a.m.
Technology | Thursday, June 14, 11:15 a.m. – 12:15 p.m.
Management/Leadership | Friday, June 15, 9 a.m. – 10 a.m.
Affordable Housing | Friday, June 15, 12:45 p.m. – 1:45 p.m.
Disaster/Crisis/Emergency Preparedness | Friday, June 15, 2 p.m. – 3 p.m.
Maximizing the ROI of Service-Based Amenities
Across property management, physical amenities (fitness centers, swimming pools, etc.) are integral to resident satisfaction. More recently, service-based amenities have played a larger role and personalized service will ultimately move the needle on resident retention and satisfaction. Explore proven ways to leverage resident surveys and market the results using user-driven data. Measure success via renewal percentage, referral percentage, and other forms of data-driven thinking to maximize ROI. (THU-B04)
Improving Marketing Investment through Attribution
Maximizing your organization’s marketing and leasing investment requires more than producing creative-looking flyers and banners. Today’s residents are highly complex and so is their path to conversion. Companies should invest in digitally savvy and data-driven leaders who can implement best-in-class marketing, designing the right processes and implementing the right technology to truly uncover what drives revenue. Learn how executive leaders can acquire and manage the right talent to build the new world of rental housing marketing—a world where marketers have the blended technical, analytical and operational skills needed to drive accelerated revenue, not just ROI. (THU-C05)
Friday, June 15
How Did You Find Us? Tracking Today’s Multi-Touch Renter Journey
Today’s savvy resident does not find properties through a single touchpoint. They interface with businesses in multiple ways before acting. Single-source lead attribution only gives you one part of the story, but it’s become critical to know every step taken so you wisely spend your marketing dollars. Examine the importance of multi-touch lead attribution in the digital marketplace and review several models so that every touchpoint is recognized. Learn how accurate attribution should be informing your decisions, influencing your budget and guiding your marketing strategy. (FRI-A02)
WTH Makes a Solid SEO Strategy? Conquer Your FOMO ASAP!
To be an option for prospective residents in shopping mode, you know that your property needs to be as visible as possible where they’re looking. It’s why search engine optimization (SEO) on your website is so important. Effectively guiding SEO strategy can be challenging when you aren’t immersed in digital marketing. Arm yourself with metrics to audit your current strategy, tactics and questions you can take to your SEO team or provider to make smarter decisions going forward, as well as data you can knowledgeably present to the C-Suite to explain your efforts and address their concerns. (FRI-B09)