2025 Agenda

After our highly rated debut in 2024, we're excited to continue the Executive AI Session in 2025! 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 Workshop Hands-On Tutorials. Conference seating is very limited with this option.

Wednesday, March 12, 2025

12:00 PM - 6:00PM

Registration and Badge Pick-up

All participants must pick up their badges and other event materials

Registration Sponsored by:

2:30PM-5:30PM

Executive AI Session

The Strategic Balance of Artificial Intelligence in Multifamily

These sessions are designed for PMC titles of Directors and above and will feature topics to lead AI transformation in your organization. Conference seating is limited and register with Executive AI Session option.

AI offers seemingly limitless potential for the multifamily industry, but can it truly add value at every step of the renter journey? This session will explore how thoughtful, strategic AI integrations can deliver exceptional results when applied to the right moments, and how it can hinder performance when overused or misapplied. Using real-world data, we’ll examine scenarios where AI has significantly improved key metrics like lead-to-tour conversion, as well as instances where it made strategies less effective, providing a balanced perspective on this transformative technology.

From CRM enhancements and reputation management strategies to the evolving Google search experience and adaptive web content, this session offers a roadmap for multifamily leaders to maximize AI’s potential without overextending its use.

Key takeaways:

Understand how AI can be leveraged to improve lead-to-tour conversion and enhance the renter journey.
Gain insights from performance data comparing AI’s successes and missteps in multifamily strategies.
Explore AI’s role in CRMs, reputation management, Google search, and adaptive web content.
Receive actionable project and prompt starters for the most widely used AI platforms.

Presenters:

Dustin Hayes, Founder, Hermosa Digital
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.

A 15-year industry professional, Alex Abernathy serves as Executive Vice President at Asset Living. His primary responsibility is overseeing global portfolio marketing efforts with both centralized national and specialized regional teams. Asset Living’s Marketing Service is a vital component of their company vision - continuing to serve our industry, communities, and partners as the most trusted partner in real estate. Asset Living employs over 7,000 real estate professionals and operates over 1,600 communities which consists of over 230,000 units.

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.

2:00PM- 5:30PM

2:00PM- 3:00PM

New Format!! Workshop Hands-On Tutorials

All workshops included in the BEST Value option.

Bring your portable computer or device to discover, problem-solve, and follow along with your instructors for our enhanced workshop hands-on tutorials! You will learn by doing and immerse yourself in this learning environment while putting your new skills to use and building new skills.

Champagne Welcome Sponsored by:

Workshop # 1:
Amplify Your Social Content-Powering Up with Creative Partnerships and AI

Maintaining a fresh and compelling social media presence can be challenging in today's fast-paced digital world. Join Erica Byrum, Assistant Vice President of Social Media at Apartments.com and co-author of "Youtility for Real Estate," in this dynamic session to discover how strategic partnerships and AI can elevate your content strategy to new heights.

In this session, you'll learn how to:
• Harness the power of user-generated content and influencer collaborations
• Curate a diverse and engaging content mix that resonates with your audience
• Build audience trust through authentic and impactful storytelling
• Integrate AI-powered tools to enhance content creation and curation

Unlock a sustainable stream of high-quality, relatable social content by leveraging the right partnerships and technologies. Led by Erica Byrum, one of our perennially highly-rated conference presenters, this workshop will equip you with the skills to thrive in the ever-evolving world of social media marketing. Don't miss this opportunity to learn from an industry expert and take your social media strategy to the next level.

Erica Byrum serves as the Assistant Vice President of Social Media at Apartments.com, a leading online apartment listing website under CoStar Group. With over 20 years of expertise in digital marketing, Erica excels at driving digital transformation, social media strategies, and revenue growth for top brands across real estate, multifamily, and vacation rental sectors.

Leveraging her robust marketing background and experience as a former Division I collegiate soccer player, Erica co-authored "Youtility for Real Estate" and has been recognized as an elite social media influencer. Her accolades include PR News' Social Media MVP and repeat President's Club honors. Currently, she spearheads strategies for Apartments.com's suite of social products, enhancing online reputations for multifamily properties.

Deeply engaged with her Norfolk community, Erica volunteers at the Children's Hospital of The King's Daughters and stays active in local sports leagues. When not competing on the field or court, she unwinds by boating with family on the Lafayette River.

3:00 PM-3:45 PM

Workshop Hands-On Tutorial #2:
The Marketing Tasting Room-Pairing the Perfect Campaign Strategies with Every Apartment Class

We'll explore how to effectively lease up multifamily properties across different property classes—Class A, B, and C. We’ll dive into the unique features, target demographics, and tailored marketing strategies required to reach full occupancy. By understanding the distinctions between property classes, attendees will learn how to craft leasing strategies that resonate with diverse tenant groups.

What You'll Learn

Brief Overview of Multifamily Property Classes (A, B, C)
- Definition and importance of property classifications in the leasing process.
- How Class A, B, and C differ in terms of target market, amenities, and pricing.
Why It’s Crucial to Tailor Leasing Strategies for Different Property Classes.
Understand the Key Features of Each Class
Key Strategies for Leasing Up Different Multifamily Classes
Overcoming Leasing Challenges for Each Class
Actionable Tips for Success

Instructors:

Delany Duke serves as the Director of Digital Services at Landmark Properties - overseeing the social media and online presence of 100+ properties across the US. Her team is an integral part of Landmark's corporate marketing department, keeping a pulse on the ever changing 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.

Jessica Mancuso is Vice President of New Developments | Student at Asset Living. She has spent the past 12 years within the Student and Multifamily sectors, managing New Development and Stabilized assets. She has held numerous positions with her longest tenure in the Regional Marketing Director/Regional Leasing & Training Director capacity overseeing a multimillion-dollar portfolio averaging 15 sites nationwide. Previously, Jessica has served as Director of New Development Marketing for Asset Living. She is responsible for overseeing the division's daily operational activities while leading the corporate regional team including their individual portfolios and assisting with business development client relations. Jessica is originally from Orange County, California where she studied Marketing in Los Angeles at the Fashion Institute of Design and Merchandising. She currently resides in Denver, Colorado with her family. Jessica has been a member of the UN Foundation (unfoundation.org) in the Denver Metro chapter for the past 5 years.

4:00 PM - 4:45 PM

Workshop Hands-On Tutorial #3:
The Power of a Prompt-Elevating Social Media with Expert AI Techniques

In this session, Justin Jones and Kristi Fickert (co-hosts of the popular AI XChange) will show you how to turn AI tools into your secret weapon for social media. Through live demos and real-world examples, you'll learn how to craft prompts that get results from ChatGPT, Midjourney, Suno, and more.

We'll dive into:
● Creating a six-month content strategy in one sitting
● Generating scroll-stopping media that capture your brand's essence
● Producing original jingles and sound bites for your videos
● Editing professional-looking media in a fraction of the time

You'll walk away with practical prompting techniques and strategies you can use immediately to level up your social media game. No fluff, just real tools and tactics that work. Get ready to have fun, be amazed, and become the AI wizard your team needs.

Key Takeaways
• Craft effective AI prompts that consistently produce high-quality, relevant content for your social media channels.
• Develop a workflow that seamlessly integrates AI tools into your daily social media operations, saving time and boosting creativity.
• Utilize the "Style Transfer" method in DALL-E or Midjourney to create branded visuals that maintain consistent aesthetics across your social platforms.
• Create original, royalty-free music and sound effects for your social media videos using AI music generation tools.
• Implement the "Emotion-Driven" prompting strategy to craft compelling ad copy and captions that resonate with your target audience.

Kristi Fickert is the Vice President of Enterprise Growth at Realync. She has 25 years of multifamily experience and spent 15 years in a senior marketing role for one of Nation's Top 50 management companies before working in the digital agency and technology sectors of the industry. She is an instructor for multifamily organizations around the country and has presented for a variety of industry events, including AIM, IREM and NAA. Kristi is an ambassador for NAA's 20 in their Twenties program, sits on NAA's Marketing and Communications Committee and is Co-Founder of the AI Xchange, a mutlifamily peer council. In addition, she has been a featured speaker for the Cincinnati Reds, Urban Land Institute and Commercial Real Estate Women.

Justin Jones is a techno-optimist with over a decade of experience in bringing frontier technology to multifamily and beyond. He currently serves as the AI Evangelist at Hyly.AI, leveraging his expertise in proptech and education to drive AI awareness, adoption, and responsible usage. He proudly co-founded The AI XChange with Kristi Fickert and produces his AI headline series "This Just In" on LinkedIn. Justin has been featured at numerous industry events, including NAA's Apartmentalize, MFI's Webinar Wednesdays, Sydney Webber's Life After Leasing, and was most recently a featured speaker at NMHC's Optech Conference. Previously, he was the Director of Marketing at Realtor.com and held foundational marketing lead roles at Zumper and RadPad. In 2022, Justin founded the Multifamily Q Space, an inclusive affinity group advancing LGBTQ+ professionals and allies within the industry. Beyond business, Justin's diverse talents have graced the entertainment world. He made his Broadway debut in 2017's 'Home for the Holidays' and has appeared on popular platforms such as Netflix and Showtime, as well as in his original Lifetime movie-musical, 'Christmas Harmony.'

4:45 PM - 5:30 PM

Workshop Hands-On Tutorial #4:
You Are What You EEAT! How to Build Trust in the New Age of Reputation

Struggling to stand out in search results for your apartment community? This workshop dives into E-E-A-T: Expertise, Experience, Authoritativeness, and Trustworthiness. Learn how Google prioritizes these factors, especially for content that impacts someone’s life (like finding their next home!). Discover how to craft content that showcases your property management team's knowledge, highlights authentic resident testimonials, and positions your community as a reliable living option. By focusing on E-E-A-T, you'll improve your potential to climb the Google ladder and attract more qualified leads, all while boosting your brand's credibility at a crucial touchpoint in the renter journey.

• Define Google’s EEAT Best Practices (Expertise, Experience, Authoritativeness and Trustworthiness)
• Follow along Case Study Workshop
• Learn how to audit your competitors for listings, reputation and SEO rankings
• Create a winning strategy to keep your community’s reputation and SEO top notch
• Reputation Stats

Lia Nichole Smith is a trend-spotting thought leader, with advanced theoretical and practical knowledge of solving challenges for student, conventional, affordable, military, and senior communities. Recognized by GlobeStreet as an Influencer in Multifamily, Lia Nichole is an expert in predictive analytics and a highly sought-after international speaker due to her ability to bring together market research, renter trends and effective storytelling. She is a published author, industry leader and all-around data nerd.

Martin Canchola, CPACC/National Multifamily Speaker has more than 17 years in the world of digital marketing with a specialty in Local SEO/Search Generative Experience (SGE), Google Ads, Generative AI/ChatGPT and a Certified Professional in Accessibility Core Competencies (CPACC). He has worked with hundreds of small-medium businesses before breaking into the multifamily industry, where he leverages an outside perspective on the world of search and digital marketing. He is proud to serve as the Co-founder & CTO/CSO for Apartment SEO, a Premier Google Partner Agency. Together, he works closely with Google to ensure his clients’ success! Also Co-Host at Multifamily Podcast .com!

5:30 PM - 6:30 PM

Welcome Reception at the Meritage Resort

Reception Sponsored by:

Thursday, March 13, 2025

7:00 AM - 6:00 PM

Registration and Badge Pick-up

Registration Sponsored by:

8:00 AM- 9:00 AM

Breakfast with Exhibitors and Sponsors

8:00 AM-9:00 AM

Roundtable Sessions

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 presenters and 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.

Roundtable Chairs and Topics
More topics and chairs to be announced shortly

Erica Byrum
Assistant Vice President of Social Media Apartments.com
Topic: to be announced

Trevor Park
VP of Marketing, Digible
Topic: Data Driven Marketing -How to Turn Insights Into Actionable Strategies Which Lead to Lead Generation, Resident Retention, and ROI.

Jacob Kosior
VP of Client Strategy, EliseAI
Topic: AI-Powered Marketing Personalization
Leveraging AI to tailor email campaigns and property recommendations; Using machine learning to identify renter personas and behavior patterns; and Dynamic pricing strategies informed by AI to optimize rental rates.

Edward Behrens
Director, National Brands - LocaliQ
Topic: Evolving Social Landscape
Every month, more than 1 billion people visit YouTube, watching a billion hours of video a day. Join LocaliQ in this small group setting to discuss the ins and outs of viewing YouTube through a social media lens.

9:00 AM- 9:15 AM

Welcome and Introduction

9:15 AM - 10:00 AM

Keynote: Digital Doppelgänger(s)- How Savvy Teams Augment Their Unique Talents Using the Magic of AI

Opening Keynote Sponsored by:

Artificial Intelligence feels like magic.

Draft a smart prompt, and presto! ChatGPT writes your community announcements, today's social media post, and an email response to a prospect. Task Google's Gemini to respond to a property review, and BOOM! An instant, professional, and intelligent response. Want a picture for a property blog post? Ask MidJourney. Need some awesome Broll for an IG post? Voilà, SORA does it.

AI is truly awe-inspiring.

But let's face it: Most AI-generated content is impersonal at best and downright terrible at worst. It doesn't sound like you or your brand. It's generic.

That is – until you start building your Digital Doppelgänger.

Your Digital Doppelgänger is more than an AI-powered creative collaborator. It's your virtual twin, deeply integrated with your strategy to enhance engagement and foster a sense of community online.

Your Digital Doppelgänger isn't just AI.
They are IA – Intelligence Augmentation.

They don't just automate tasks; they enrich your creativity and strategic planning, ensuring every post, email, or campaign feels genuinely connected to your audience.

(Of course, they have the power to destroy too.)

In this exhilarating 45-minute session, Andrew Davis (and his Digital Doppelgänger) will reveal how to construct your AI-powered creative allies. He'll guide you through a four-step process tailored for multifamily social media marketers, showing you how to save dozens of hours while elevating your content's impact. You'll also discover how to maintain trust in an AI-enhanced world.

Most importantly, Andrew will demonstrate why AI can make YOU more valuable than ever.

So, are you ready to create your first Digital Doppelgänger and revolutionize how you connect with your communities?

Andrew Davis is a bestselling author and internationally acclaimed keynote speaker. Before building and selling a thriving digital marketing agency, Andrew produced for NBC’s Today Show, worked for The Muppets in New York and wrote for Charles Kuralt. He's appeared in the New York Times, Forbes, the Wall Street Journal, and on NBC and the BBC. Davis has crafted documentary films and award-winning content for tiny start-ups and Fortune 500 brands.

Recognized as one of the industry's "Jaw-Dropping Marketing Speakers," Andrew is a mainstay on global marketing influencer lists. Wherever he goes, Andrew Davis puts his infectious enthusiasm and magnetic speaking style to good use teaching business leaders how to grow their businesses, transform their cities, and leave their legacy.

10:00 AM - 10:45 AM

From Menace to Martha to Mainstream: The Hip Hop Guide To Apartment Marketing

Need a little inspiration for a new way to market your communities? Once considered a fad, hip hop is now a global cultural force whose impact can be seen in marketing strategies around the world. Its raw energy, authenticity, and unapologetic spirit resonates with consumers and can be the game changer your community needs. Play our “Rock This Rhyme” game to discover how elements of hip hop can be successfully used to create authentic content and leave this session with a 90-day plan to elevate your social media game to drive qualified traffic and secure more leases.

Key Takeaways:

Understand the relationship between culture, content and connection to establish a unique and memorable brand identity
Discover how companies have successfully integrated key elements of hip hop to reach multiple generations
Learn how authenticity and transparency factor into buying decisions to develop a personalized 90-day social media marketing plan

10:45AM- 10:55AM

Innovation Scholarships
Announcement by: Alli Malliton, Senior Director of Sales, Conversion Logix

Scholarship Sponsored by:

10:55 AM - 11:40 AM

Networking and Bubbly Break with Exhibitors and Sponsors

11:40 AM -12:10 PM

Unlock the Power of Influencer Marketing: Find the Perfect Brand Ambassador

In today's digital landscape, influencer marketing has become a powerful tool for brands to connect with their target audience in an authentic and impactful way. This session will guide you through the essentials of influencer marketing, from understanding the latest trends to selecting the right influencer who aligns with your brand's values. You’ll learn how to craft partnerships that offer mutual benefits, leverage philanthropy for deeper connections, and implement a strategic approach to content creation and measurement. Whether you’re new to influencer marketing or looking to refine your strategy, this course provides actionable insights to elevate your brand's presence and impact.

Key Takeaways:

Align influencer values with your apartment brand identity
Select local influencers within your budget to maximize relevance and impact.
Adhere to Fair Housing laws to ensure campaigns are inclusive and compliant.
Define clear goals, timelines, and deliverables to set expectations.
Repurpose influencer content across platforms for maximum value
Measure ROI through KPIs to continuously optimize your strategy.

Ariana Bourque serves as the Director of Marketing and PR at P.R.O.S. Enterprises, bringing with her 12 years of property management experience and 8 years of expertise in marketing. Ariana’s skill set includes graphic design, digital marketing and analytics, content creation, online reputation and social media management, brand strategy and development, and copywriting. Her professional passions include design, branding, and storytelling, with a strong commitment to mentoring and continued career development. Ariana is an active member of the Arizona Multihousing Association (AMA) and plays a pivotal role in P.R.O.S. Enterprises' 501(c)(3) non-profit, P.I.T.C.H. INITIATIVE.

12:10PM-12:40PM

Social Media 2.0: Rediscovering Fun In The Digital World

Prepare to elevate your social media game in this engaging session! We’ll kick things off by showing you how to leverage current trends and tap into the endless appeal of pets to captivate your audience. Next, we'll explore how to get corporate and on-site teams involved with exciting contests like the Next Level Challenge and demonstrate how to capture attention with trendy TikTok videos. We’ll delve into defining your brand’s unique identity, ensuring inclusivity, and humanizing your content by showcasing real-life interactions with your team and residents. Additionally, we'll cover effective strategies for training your teams across the country, enhancing collaboration with leadership, and enriching your feedback process. The session will wrap up with a showcase of key digital tools and websites designed to enhance your social media impact. Let’s energize your social media efforts and make them more impactful!

Attendees will learn how to:

Define and humanize your brand.
Use content calendars and bulk posting tools to stay organized.
Use AI to improve productivity.
Research and use trends to get renters engaged.

Devin Lusk has spent over 8 years as the Director of Marketing at American Landmark, following a year as a Community Manager. Before joining American Landmark, she built her expertise at Laramar and UDR, beginning her career in the apartment industry at just 17 years old. By age 21, Devin had already moved 28 times, giving her a unique perspective on what makes a place feel like home. Beyond her professional life, she’s a dedicated animal rescue advocate with a soft spot for bully breeds. Whether she’s finding new ways to market homes or giving back to her community, Devin is always on the move—literally and figuratively!

Shelby Ward is a creative enthusiast and Social Media Specialist at American Landmark Apartments, where she’s been bringing her creativity to life for the past three years. Before joining the multifamily industry, she worked as a videographer/photographer for Manatee County Government. Shelby holds a Master’s in Digital Marketing and a Bachelor’s in Broadcast Production, with internships in the defense and government utilities industry. A former band kid, she’s now part of the media team for the Florida Colorguard Circuit. Fun fact: Shelby grew up RVing full-time across 36 states! Now happily settled in Tampa, she enjoys TikTok “research” and hanging out with her dog and cat.

12:40 PM - 2:00 PM

2:00PM- 2:45PM

Lunch Buffet at the Meritage Resort and Networking Time for all Participants

How To Create Video Content That Is On-brand, Relevant & High Converting For Your Multifamily Community

Session Sponsored by:

In this session you'll learn:

How to create videos fast and edit using AI
The best type of content that works and helps future residents feel connected to your brand
High converting strategies using AI tools that make it easy to answer property inquiries

Keenya Kelly is the CEO of If You brand It, a Vertical Video Marketing & Consulting agency in San Diego, CA where she strategically helps business owners develop video & funnel marketing strategies.

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

AI and the Gen Z Revolution: How YouTube and Instagram Are Changing Forever

What You'll Learn

How AI tools like ChatGPT, MidJourney, and Adobe Sensei are enabling hyper-personalized content creation
Balancing automation with authenticity in content creation
Acknowledge the role of AI in creating content to build trust
Explore when human creativity and authenticity should take precedence
Harnessing AI analytics to understand Gen Z engagement on social
Leveraging sentiment insights to tweak campaigns or respond to feedback
How to enhance interactive tours with YouTube and Instagram
Using AI to optimize your content on YouTube and Instagram
Script Writing and Caption Generation
YouTube SEO with AI

Rami Kalla is President of Point in Time Studios. Rami graduated at the top of his class from Arizona State University, earning a dual major in Business and Spanish. Early in his career, he honed his marketing expertise at General Mills, managing several of their flagship brands. However, in March of 2002, Rami took a bold leap of faith and founded Point in Time Studios—a move that transformed his career and fueled his passion for creative innovation.

Over the past 22 years, Rami has partnered with hundreds of world-renowned brands, including Ford, Coca-Cola, McDonald’s, PetSmart, and more. In addition to working with Fortune 500 companies, Rami has spent the last decade specializing in the Student and Multi-Family Housing industry, creating cutting-edge content for leading companies such as Asset Living, Core Spaces, and Greystar. His efforts have helped clients achieve remarkable results, from generating millions of views to leasing properties to 100% occupancy. A dedicated leader in his field, Rami has served on multiple boards and held the prestigious role of President of the Arizona Production Association, advocating for the growth and development of the production industry in the state.

3:30 PM - 4:00 PM

Networking Break with Exhibitors and Sponsors

4:00 PM - 4:45 PM

Everything You Need to Know About Multifamily Social Media Advertising

Join Alex and Daniel for an in-depth exploration of social media advertising tailored to the multifamily industry. In today’s competitive market, standing out to prospective renters requires more than just visibility—it requires a strategic approach that maximizes your ad spend and effectively engages your target audience. This session will equip you with the knowledge and tools to build a robust social media advertising strategy that will help you win and retain leases.

Key Talking Points

Platform Deep Dive: Explore the strengths and weaknesses of major social ad platforms: Facebook, Instagram, TikTok, YouTube Shorts, and Spotify.
Campaign Strategy: Understand different campaign objectives and when to use them (ex: brand awareness, web traffic, conversion).
Targeting Tactics: Master geographic targeting, retargeting, and custom audiences.
Data-Driven Optimization: Leverage campaign data and Google Analytics to refine and optimize your social media campaigns

Daniel Doyle is the Director of Business Development at GRO, where his leadership has been instrumental in the agency’s transformation from a regional player to a nationally recognized, award-winning firm in the housing verticals. Under his tenure, GRO has experienced significant growth in both revenue and client size, contributing to the agency’s three-time recognition on the Inc. 5000 list of America’s fastest-growing private companies. Passionate about fostering long-term client relationships, Daniel has also been key in expanding GRO beyond student housing and multifamily into the senior housing, build-to-rent, and home-building verticals. Daniel now resides in Nashville, TN, with his wife Kylie, their newborn son Decker, and two Boston Terriers, Neville and Brady.

4:45 PM-5:30PM

Change The Channel! Streaming TV Is Elevating Multifamily Property Marketing

Streaming TV is transforming how multifamily marketers advertise, making it an essential tool for property marketers. We’ll explore how to integrate Streaming TV and AI-powered video into both marketing campaigns and social media strategies, offering an entirely fresh perspective on how to retain and attract residents. Moving beyond basic brand awareness, this session focuses on creating a multi-device, cross-platform experience that connects with residents where they live, work, and play.

Problem: Traditionally, multifamily marketing has been stuck with bottom-funnel tactics like search and ILSs, limited by Fair Housing regulations, fragmented branding, and small property-level budgets.

Solution: Streaming TV now provides an exciting and timely opportunity for multifamily marketers to elevate their properties onto the big screen at affordable rates. This year has seen major changes in the streaming landscape, with property-level inventory available on platforms like Hulu and HBO Max, with Netflix and Disney+ soon to follow. This session will showcase a completely new approach to scalable, cross-device advertising for the industry.

Attendees will learn:

How to target prospects based on where they live, work, and play
How to track results across laptops, mobile phones, tablets, and CTVs
How to catch binge-watching audiences on Hulu, HBO Max, and more
Real-world case studies across a variety of property types and geographies

Jaclyn Hosking is the Director of Acquisition Marketing at Bozzuto where she defines and implements innovative and highly effective lead-generation strategies across the organization's portfolio. She has over 10 years of multifamily property management experience, in both an operational and strategic marketing capacity. She has experience developing high-end brands, interpreting marketing analytics, and crafting marketing strategies across various regions for diverse asset types, including market-rate conventional communities, affordable housing communities, mixed-use residential developments, and co-living communities.

Matthew Kilmurry is the Founder and CEO of Intrinsic Digital and its brands: Kurie, ApartmentGeofencing.com, HotelGeofencing.com, and RestaurantGeofencing.com. A digital marketing pioneer since the early 2000s, Matthew remains actively engaged as new technologies emerge. The company serves over 2,000 locations across the U.S., delivering 1.59 billion ad impressions, 20.7 million commercial views, and 563.77K walk-ins for geofencing clients in 2023. Intrinsic Digital has launched 400+ localized streaming TV campaigns, producing tailored videos for each.

5:30 PM - 6:30 PM

Networking Reception and Wine Tasting at the Meritage Resort

Wine Tasting Sponsored by:

Friday, March 14, 2025

7:30 AM - 12:30 PM

Registration and Badge Pick-up

Registration Sponsored by:

8:00 AM - 9:00 AM

9:00 AM - 9:45 AM

Breakfast with Exhibitors and Sponsors

Keynote # 2:
Unlocking the Power of User-Generated Content - Transform Your Social Media Strategy

Creating a constant stream of content for social media can feel like an endless task. But what if you could harness the creativity of your community to generate engaging, authentic content for you? User-Generated Content (UGC) is a game-changer, offering fresh, relatable content that can drive organic engagement far more effectively than traditional methods. Join digital marketing expert Neal Schaffer as he shares his proven strategies for leveraging UGC to replace the content creation hamster wheel with a sustainable and successful approach.

Takeaways:

Understand the value and impact of User-Generated Content on organic social media engagement.
Develop a team of UGC creators and long-term brand ambassadors.
Initiate partnerships with local influencers to kickstart your UGC campaign.
Implement strategies to continuously encourage and curate high-quality UGC.
How to leverage marketing tools and generative AI to create a workflow around UGC.

Neal Schaffer is a globally recognized digital marketing consultant, author, and speaker, with expertise in social media strategy and influencer marketing. He has helped businesses large and small maximize their social media presence and drive growth through innovative content strategies and currently teaches at Rutgers Business School and UCLA Extension. His five books that he has authored, including Maximize Your Social, The Age of Influence, and his latest Digital Threads, are essential guides for navigating the digital marketing landscape

Neal’s proven expertise and speaking experience on a variety of social media topics has brought him international praise and is frequently invited outside of his Southern Californian home to speak around the world. Neal has spoken on 4 continents and presented at national conferences on marketing and social media including Social Media Marketing World, Marketing Profs B2B, Social Media Strategies Summit, Corporate Social Media Summit, iStrategy, Content Marketing Conference, and the Gravity Summit on Social Media.

9:45 AM - 10:30 AM

Next-Gen Search: Boosting Visibility with Social Media

Data shows there is a seismic shift in consumer preferences that challenges the traditional dominance of search engines in local discovery. Platforms like TikTok and Instagram are blending traditional search with social networking, effectively unseating Google Search as the most popular search engine with the rising generation that matters most: Gen Z.

As social channels become increasingly popular for discovering and sharing recommendations, property management companies (PMCs) need to take their local social channels and customer engagement into account when optimizing for search to combat a staggering insight. According to SOCi’s Local Visibility Index 2024, PMCs are missing out on $95.9K annually by failing to engage with local audiences on social media.

This session will dive into data-backed consumer search behaviors across generations, and how to optimize your PMC’s social presence to ensure you’re visible across non-traditional search channels at the local level.

• Understand generational search behaviors, and why 67% of Gen Z use Instagram and 62% use TikTok for local search
• Gain actionable strategies backed by LVI data on how to optimize your online presence for non-traditional search channels to master local visibility
• Learn how to integrate social media and traditional search strategies to drive traffic and revenue for your local properties

As CMO, Monica Ho is responsible for developing and leading SOCi’s marketing and communications functions, as well as ensuring the company is uniquely positioned in the highly crowded marketing technology landscape. Monica’s tenure in the industry includes over 20 years of digital marketing, advertising and research experience, including a solid foundation in sales, strategy and data analytics. Prior to SOCi, she served as Global CMO at GroundTruth (formerly xAd, Inc), where she helped grow the business from an early stage start-up to an award-winning global brand.

Well regarded in the space, Monica has received numerous accolades and awards including being ranked one of The Most Powerful Women in Mobile Advertising (3 years in a row) by Business Insider and one of the 100 most influential North American b2b tech marketers by Hot Topics.

10:30 AM - 11:00 AM

Networking break with Exhibitors and Sponsors

11:00 AM - 11:45 AM

How to Prepare for the End of Google’s Monopoly and the Next Frontier of Generative Search

Google’s recent antitrust ruling challenges its dominance as the go-to search engine, potentially reshaping the digital landscape. This session will explore the implications for the multifamily industry, reveal insights from a leaked Google API, and introduce new Google Business Profile strategies. As alternative generative search engines and AI-driven platforms like Google/Gemini, Bing/Copilot, OpenAI/ChatGPT, Apple Maps, Meta AI, Perplexity.AI, DuckDuckGo, and Anthropic/Claude.AI rise, we'll discuss how to diversify strategies, maintain visibility, and stay ahead in a rapidly evolving search environment.

Highlight Google’s recent Antitrust ruling on being a monopoly and what could happen next
Reveal insights from Google’s API leak that SEO’s got their hand-on
New Google Business Profile strategies
Showcase up and coming search engines to future-proof your SEO strategy

11:45 AM - 12:30 PM

Session to be announced shortly.

12:30 PM

Closing Remarks and Announcements