Marketing Insights

From AIM 2019

By Eliza Theiss on May 18, 2019 in Events, News

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 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 RENTCafé Suite.

“Marketers are going to need to understand technology more to be successful,” shared Ben Burns, vice president of digital strategy at Bozzuto, during a growth-focused question and answer panel. “At the end of the day, we’re providing experiences.”

Is your business ready to embrace new technologies and give renters what they want?

Attribution, automation and analytics

New technologies appear on the market every day. But which ones made the jump from novelty to widespread adoption?

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.

Meet the speakers:

Diana Norbury, Senior Vice President of Operations, Pillar Properties

Norbury spoke about utilizing benchmarking and prescriptive analytics to help drive more informed marketing decisions.

At AIM, one thing was clear: data is a marketer’s best friend. Prescriptive and predictive analytics can use that data to inform your marketing strategy, improve customer experiences and, ultimately, boost conversions. “Predictive analytics allow our staff to work more intelligently and more effectively,” affirmed Norbury. “We operate with a lot more confidence. We’re seeing lower vacancy and better rents.”

How can you use the data tools you have to better serve your current residents and future renters?

Jamin Harkness, Executive Vice President and Partner, The Management Group

How are your customers finding you? Multi-touch lead attribution enables marketers to better understand the customer journey from lead to lease.

During the session, Harkness shared lessons learned and how multi-source lead attribution is changing the way he makes more effective advertising decisions. “When it comes to attribution, I shouldn’t have to, and don’t want to, pick just one source. All touchpoints in the customer journey have value,” explained Harkness.

If you’re not quite there yet, learn how to take lead tracking to the next level by downloading a free multi-touch lead attribution ebook with insight from Yardi experts.

Melise Balastrieri, Vice President of Marketing and Development, MG Properties Group

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 – their residents. “What we do is we automate the follow-ups. This allows the leasing consultants to follow up less than they would usually have to do,” Balastrieri explained.

Marketing automation reduces repetitive tasks, tracks user behavior and delivers targeted content. Nudge marketing, 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 can also free up staff to focus on customer care.

“If you’re not already using it, the question is ‘why not?’ We have some properties converting at over 20 percent,” said Balastrieri.

Patrick Lawler, Director of RentCafe Product Development, Yardi

Bonardi and Lawler sat down to discuss the future of marketing technology with the RentCafe Suite. Echoing the buzz at AIM, Lawler stated that “smart home technology is here to stay.” Keeping on pace with industry trends, marketers can expect to see new functionality coming soon to Yardi’s multifamily products, including smart home integration, digital locks and Wi-Fi purchasing.

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!