Are you ready to drive results that matter? Property marketing spend can significantly impact NOI — in a positive way — but only if you know what questions to ask your marketing team. It used to be hard to see and understand property marketing results. Marketers had a hard enough time tracking which leads came from where, let alone which sources brought in leases. ILS and lead journey data was incomplete, and it could be hard to tell which budget items resulted in returns. If you were outside of marketing, perhaps working in operations or another adjacent department, understanding marketing spend could be even trickier. Fortunately, with better technology comes better data. Today, it’s easy to see exactly where a lead first became aware of your brand and at what point they converted. It’s also easy to see how much you’re spending per lead and lease. In fact, you can calculate how much you’re getting back for every $1 of advertising budget spent (keep reading to find out how). When you’re looking to guide your marketing team and help drive results that matter, here are five questions you should ask. 1. What is our current marketing mix, and is there data to support it? Marketers should know how the marketing budget is organized and why. Your corporate and regional marketing strategy should be based on historical conversion data and — if including a new technique or source — industry research and case study data. Marketing sources should include a balance of traditional ILS advertising and director-to-renter marketing. ILS marketing is critical for the awareness phase of the renter journey, but it doesn’t also get you the most qualified leads. Director-to-renter marketing, such as SEO and PPC advertising, sends renters directly to your websites where...

This is the final week to submit applications for The National Apartment Association (NAA) Innovation in Diversity Grant (IDI). The program aims to advance diversity and inclusion in the rental housing industry through impactful education and hiring practices. NAA seeks to “inspire the next generation and strengthen those whom we work and exist to serve.” To do so, NAA has designated $25,000 per fiscal year towards the IDI grant. NAA member associations, property management firms, supplier partners and related organizations are eligible to apply. Creating a more equitable multifamily industry To qualify, participants are encouraged to align their program objectives with the ideals of the NAA Diversity and Inclusion Vision Statement. Additionally, the proposals must reflect the NAA’s dedication to an inclusive and supportive workforce environment that is rich in diversity. Applicants must propose innovative ideas that will result in meaningful contributions to the multifamily industry. NAA supports projects that fall into three main categories: Education Programs should demonstrate methods to improve diversity, inclusion and awareness within the applicant’s organization. Leadership Programs should enhance the presence of diversity among leadership and boards within their organizations. Such programs may create specialized training tracks for marginalized groups. D&I Projects Programs should bolster the presence of underrepresented groups at all levels in the industry. Opportunities may include but are not limited to scholarships and innovative steps towards more equitable hiring practices. Selecting finalists Applications will be received by the NAA Diversity and Inclusion Committee. Evaluators analyze each applicant’s potential for measurable outcomes, detailed budget, program timeline and support of NAA’s Diversity & Inclusion vision. Home Depot Pro: supporting diversity and inclusion in multifamily housing Home Depot Pro is a proud sponsor of the IDI Grant. The world’s largest home improvement retailer released a statement, stating, “We are...

We are excited to celebrate the second annual Apartment Onsite Teams Day on Wednesday, July 14! This day has been designated by the National Apartment Association to applaud onsite property teams across the country for their daily contributions to resident happiness and industry success. Extending our gratitude Onsite team members keep apartment communities together. In many instances, they have guided, led, and sacrificed for the sake of their teams throughout the pandemic. On this day, we want to express our thanks to onsite team members for all they do for residents, guests and teammates. They have been our first-responders and essential workers during this challenging time, allowing for continued success and safety through it all. On this #APTeamsDay, Yardi wants to recognize the difficult conditions that onsite team members across the country have faced over the past year and thank them for their continuous hard work and dedication. How to celebrate #APTeamsDay Apartment Onsite Teams Day celebrates team members such as leasing agents, maintenance staff, administrative assistants, concierges, landscaping teams and more. One way to express your gratitude is to recognize the work these team members do daily and thank them for being onsite during a global pandemic. Our onsite team members have had to go above and beyond to adapt to new conditions, while risking their own safety to prioritize that of their residents. Honor leasing agents by thanking them for being the face of the property and quickly pivoting to create new, safe customer experiences for renters. Thank your maintenance staff for working tirelessly over the last 16 months while people were home more than ever before. If you have the ability and budget, you might think about treating team members to a coffee or lunch. In one example from last year,...

Do you want to emerge from 2021 with a more efficient, agile and profitable organization? Discover insights to help you reach your goals during the National Apartment Association (NAA) Digital Studio Series! Stronger NOI in 2021 The April NAA Digital Studio, presented by Yardi, is a half-day event including deep dive and interactive sessions, industry panels, networking and more. This month’s theme is “Stronger NOI in 2021: Where do we grow from here?” Experts from leading multifamily companies across the country will discuss the many ways in which COVID-19 has impacted the real estate industry and, more specifically, apartment management. Each session features unique programming that tackles common industry challenges. Through the sessions, you can: Explore market changes and projected financial impacts to help you plan smarter in 2021 and beyond. Gain insights from multifamily leaders who will share new performance metrics they’re using to change the way they do business. Discover ways to improve net operating income beyond rent increases. Featured speakers include guests from Luma Residential, Bell Partners, BH Management Services, Cirrus and more. Industry professionals focused on operations, marketing, technology and related roles will walk away with practical, actionable items to strengthen your organization. Work + play The event kicks off with keynote speaker Jeff Adler, vice president of Yardi Matrix, offering an engaging look at the latest multifamily data. Examine changes in rent growth, occupancy, retention and renter preferences over the last 12 months. Learn how new demographic patterns have affected top and bottom markets. Attendees will also see rent and occupancy forecasts for a variety of property groups. Then, stick around for additional sessions that connect the market update to real-life experiences and plans to protect NOI going forward. End the day with a relaxing musical interlude. Leslie and...

At Maximize powered by NAA, the annual conference dedicated to asset and revenue management and long-term value creation for apartment portfolios, industry pros talked about how changes in the economy — including an expected downturn ahead — will impact multifamily revenue management. This year’s sessions covered renovations and amenities in some detail, with panelists speaking about the importance of flexible strategies when navigating changing markets. For example, there might be less demand than anticipated for high-end renovations. Conversations also turned to smart home technology including self-showing programs, and short-term rentals as a new revenue stream that would be increasingly compelling in struggling rental markets. While some attendees have only known growth, experienced revenue managers who maneuvered through the last recession shared tactics and valuable lessons learned. Although it’s unclear exactly when the next downturn will happen, the consensus at Maximize was it will happen. And the sooner you’re ready for it, the better. Curveballs ahead So how do you prepare for a downturn? Experts agree that having a well-informed revenue management strategy in place is crucial, and that means having tools to collect data to uncover trends and follow patterns in order to make smart decisions. Beyond finding the sweet spot for rental pricing, auditing your properties for other ways to boost performance is also a great idea — including assessing amenities and reducing unnecessary expenses. In addition to knowing how to price units based on inventory and market conditions, the most effective revenue managers also know every selling point of each property in their portfolio. With the advent of artificial intelligence and machine learning to guide asset management, sometimes the computer knows what’s happening before people do. In times of both growth and recession, the most successful revenue managers will be using a...

As we head into uncertain economic times, is your multifamily portfolio recession proof? Now more than ever, you need data you can trust and a smart revenue management strategy to set competitive rental prices, maximize occupancy and spend marketing dollars wisely. And, with the arrival of artificial intelligence and machine learning to inform business intelligence, computers understand what is happening in the market before people do. In a July 2019 Forbes article, “Three Ways to Recession-Proof Multifamily Properties,” the author stated “Just as ‘all politics is local,’ so is real estate. In their Beige Book, the Federal Reserve governors said real estate activity is declining in some regions even as others pick up the pace. Much of that activity centers on multifamily real estate: 319,000 apartments are due for completion this year nationwide, which the Wall Street Journal determined is the most new units in about three decades. Local conditions should dictate new multifamily purchases and impact investors’ efforts to recession-proof already-owned properties.” Come for Answers So, how do you drive property performance in a changing industry? Join us at Maximize 2019 for some great answers — NAA’s premier event taking place on September 23-24 in Atlanta. This year’s conference will focus on the intersection of asset and revenue management and will deliver knowledge and tactics that attendees can put into action. Educational sessions include the must-attend “Revenue Management and the Recession” on September 24 at 10:00 a.m., moderated by Dhar Sawh, industry principal of revenue management at Yardi. Sawh will be joined by panelists Trey Lane, vice president of pricing and revenue management at Progress Residential, Michael Lilly, director of revenue management at Weidner Property Management and Jessica Mills, senior consultant at D2 Demand Solutions. Attendees will discover what experienced pricing managers learned during the last recession and...

DENVER (June 26, 2019) – The National Apartment Association’s annual summer conference, Apartmentalize, got underway Wednesday at the Denver Convention Center. It’s the ultimate destination for multifamily professionals to get educated, engaged and inspired. But a consistent theme throughout the event’s opening sessions was not renting apartments or multifamily technology, but something far simpler: people. “I love this industry because we interact so intimately with our customers,” said Melissa Joy, vice president of Village Green. “Renting an apartment is the best or the worst day of someone’s life.” Making the experience as positive as possible for residents is Village Green’s constant goal, Joy explained. “We obsess over our residents and their happiness.” The theme of this year’s Apartmentalize is “Everyone. Together.” That spirit of inclusivity pervaded the educational sessions – which covered topics like fair housing, short term rentals, technology, management techniques, benchmarking, investment ROI, leasing best practices, workplace violence, apartment advocacy, reputation management and more. A highlight of Wednesday’s Living Room Learning, a series of quick TED talk-style presentations, was Heather Blume and her service dog MoonMoon, who bluntly addressed the negative reaction she has encountered to her certified service animal. “When you have a service dog, your disability is on display,” Blume confided. But MoonMoon has enabled her to overcome debilitating panic and PTSD attacks to travel, work and give speeches again. She urged multifamily professionals to consider the whole picture when considering renting to residents who rely on support animals. “Home is supposed to be a safe place, and we are home providers,” said Blume, a training and leasing consultant from Seattle, with MoonMoon calmly seated behind her on the stage. Wednesday concluded with a keynote address by Brandon Stanton, who you may have never heard of – but he’s the...

Apartmentalize 2019 features famous speakers – including Mindy Kaling and Laila Ali as the 2019 event’s closing address. But only one session had people camped out on the floor: that of the Apartment All Stars, a spirited group of four well-known apartment marketing consultants who shared the fun and creative marketing strategies they’ve recently observed nationwide. Working with a variety of multifamily clients with unique market conditions and challenges, here’s a quick list of fun apartment marketing ideas shared by Lisa Trosien, Toni Blake and Jackie Ramstedt. Kate Good, the fourth All Star, acted as moderator for the event. “This business is full of heart, and our humanity is our greatest amenity,” Blake said. For the crowd of leasing, management and operations professionals, there couldn’t have been a better reinforcement of their work’s value. Here are some creative ways that America’s apartments are attracting new residents in 2019: Pop culture themed marketing events. One community that Trosien worked with hosted a play on the hit HBO show Game of Thrones called “Game of Homes.” A combination of an apartment tour and an escape room challenge, prospects flooded to the property for something unique based on their favorite show. If you made it out of the “escape room,” your reward was a discount on move in fees. A large bump in leads and leases signed was the result of the event. Celebrating the character of your company. Multifamily managers and operators are known for their volunteerism and community-focused nature. Tell your residents! “We need to take the best part of the apartment industry, which is US, and make it a part of our marketing,” Blake said. Unique amenities focused on resident convenience. Trosien’s daughter lives in an East Coast property managed by Yardi client Bozzuto...

The National Apartment Association (NAA) is known as a source of industry best practices, innovation and benchmarks. As the organization’s annual conference is nearly upon us, we took the time to look at some of the organization’s recent research. As the overall economy and U.S. rental market remains strong, the NAA’s research department conducted a national survey to explore what determines the construction of multifamily properties. The study aimed to identify best practices and factors that impact housing availability and affordability. The factors considered included: community involvement, construction costs, affordability issues, infrastructure, density and growth restrictions, land supply, environmental restrictions, approval process complexity, political structure complexity and time to develop a new property. “The intent of this study was to provide data to identify differences in land management and to provide a more holistic and fact-based review of best practices and factors that impact housing availability and affordability,” reads the report. Rising costs for renters In the past decade, the U.S. renter demographic increased by more than 19.6 million. As demand outpaces supply, rents rise with the largest strain on affordable and market rate housing. Within the past four years, rents in Denver, San Jose, Seattle, Boulder, Oakland, San Francisco, Portland and Seattle have increased overall by more than 18 percent. Housing also makes up a large portion of monthly spending, in some cases surpassing spending and budgeting best practices for sustainable lifestyles. More than 40 percent of residents in California, Florida, Hawaii, Louisiana, New York, New Jersey, and Oregon spend more than a 34 percent of their income on rent. Major markets acknowledge the demand for affordable housing, but industry analysts disagree about how to meet the growing demand when confronted with barriers. Construction influences and issues The NAA study identified three major...

A recent National Apartment Association study about apartment residents’ familiarity with and attitudes toward energy efficiency was the focus of an energy management panel at the recent Apartmentalize Powered by NAA conference in San Diego. The “Get Residents and Keep Them with Energy Efficiency Engagement” panel featured Martin Levkus, regional director for the Yardi Smart Energy Suite; Lexie Goldberg, senior associate for sustainability at Greystar; and Mary Nitschke, director of ancillary services for Prometheus Real Estate Group. Jenifer Paneral, senior vice president of operations at DayRise Residential LLC, served as the moderator. Last fall, NAA commissioned the Shelton Group to conduct a survey of 1,000 renters to understand the role of energy efficiency in choosing and staying in an apartment. The results were shared in Units magazine in June 2018 and presented to session attendees at Apartmentalize. The study revealed that property managers and owners can maximize resident engagement with energy efficiency. The study also found that mentioning energy efficiency at the first touchpoint is an opportunity to “get residents.”  Twenty-five percent of residents participating in the survey said that knowing an apartment’s energy efficiency impacts their rental decision. According to Levkus, property managers can promote sustainability by making it convenient—and the key to convenience is technology. “Providing a portal that allows residents to easily view their consumption and pay their bills online empowers them to make changes that save money and make the property more sustainable,” he said. “Renters also like smart devices such as thermostats that increase their comfort but also reduce consumption and save money. The thermostats power down heaters and air conditioners when the unit is unoccupied.” Goldberg spoke of the importance of making energy and sustainability prominent on a property website. She described a Greystar community’s home page that...

What is artificial intelligence (AI)? According to Wikipedia, it is “The artificially created ability of a digital computer or computer-controlled robot to perform tasks commonly associated with intelligent beings.” While this definition of AI sounds like something from a sci-fi movie script, it actually describes technology currently poised to transform multifamily real estate management. Yardi’s Dharmendra Sawh, industry principal of Yardi Elevate, led a panel of experts at NAA Apartmentalize on June 14 in San Diego for “The Age of AI: Business Intelligence Today and Tomorrow.” Apartmentalize is NAA’s annual educational conference and is the premier resource for educating rental housing industry professionals. Along with Michael Barry, vice president of data analytics at Bozzuto Management Company, Tim Reardon, chief operating officer of Bridge Property Management and Dawn Wise, national financial analyst at Berkshire Communities, Sawh discussed best practices for business intelligence (BI) today and the looming impact of AI on multifamily business technologies. “BI tools deliver analytics to provide foresight, improve business decisions and increase your competitive edge. But soon, your software could be making those decisions for you. Tracking the right measures can help future-proof your analytics in anticipation of AI,” said Sawh. The presentation covered which performance measures are most important, how technology can track that data and how to analyze and act on that information to create a successful business strategy. The session wrapped with a preview of what’s coming for multifamily owners and managers with advancements in AI. Beyond BI The panel discussed predictive and prescriptive analytics for real estate management, and the role machines will play as interpreters of data. Machine learning is a component of AI that uses historical information and correlates multiple data points to make predictions about the future — and as a result, becomes more...

The multifamily industry converged in San Diego last week for Apartmentalize Powered by National Apartment Association. Formerly known as the NAA Education Conference and Exposition, the annual event is the largest educational conference for apartment industry professionals. We highlight five of our favorite lessons from this year’s event. 5 Lessons from Apartmentalize 2018: Own the Age of AI On Thursday, industry experts discussed the impact of artificial intelligence in multifamily. Panelists included Dawn Wise from Berkshire Communities, Michael Barry from Bozzuto, Tim Reardon from Bridge Property Management, and Yardi’s Dhar Sawh. Artificial intelligence has just recently emerged in the rental housing industry. “This is so new for our industry, so the sky’s the limit,” explained Reardon. The session explored the benefits of artificial intelligence, big data, and business intelligence tools. How can you get energized for the Age of AI? Top tips from panelists: learn more about AI, and make a data strategy plan. Today’s Renters Have a Multi-Touch Journey Over the last two decades, we’ve gone from tracking walk-ins and phone calls to embracing comprehensive CRM systems. On a panel moderated by Yardi’s Esther Bonardi, Holli Beckman from WC Smith, Israel Carunungan from Greystar, and Mia Wentworth from CWS Apartment Homes discussed multi-touch lead attribution, a model for tracking and weighing touchpoints in the lead-to-lease cycle. How can smart marketers improve lead tracking? “Dig into it, study it, and it can open a whole new world,” advised Bonardi. Learn more about multi-touch lead attribution and download our free eBook. Sustainability Wins At Friday’s Apartmentalize session, panelists including Yardi’s Martin Levkus explored resident engagement through energy efficiency. In a recent National Apartment Association survey, windows were the top sustainability item residents cared about. For one panelist, energy efficient windows resulted in a $75 per month...

Yesterday, we laid the foundations of a strong online presence. We now continue with how to gather insights from analytics to inform marketing and retention decisions. Micro-Adjustments Lead to Success When vacancy rates inch upward, resist the urge to slash prices. “Price should be the last negotiable item, not the first,” advises Sawh. Examine your SEM data, which will show leads generated and which keywords drive conversions.  Use that information to adjust pay-per-click ads, the easiest marketing factor to manipulate. In a case study, Bell needed to fill several 2-bedroom units. Data revealed that people who visited the website’s Pets page were most likely to reach goal completion. The team marketed 2-bedroom units to pet lovers to successfully fill the units. You can also make adjustments based on prospects’ objections to visits and objections to leasing. Leverage Soft Data “Business intelligence tools can give you a purview in but it doesn’t tell you the story. Customer insight is the soft data, the human touch,” says Weaver. SEO and SEM generate traffic but once traffic is translated into website and site visits, ORM and customer relationship management (CRM) capture data about visitors. Both give insights into why visitors chose to lease (or not) with your property. Use data gleaned from ORM to tweak the resident and prospect experience. If several reviews indicate that the marketing doesn’t match the product, for example, it’s time to update your gallery and re-examine your marketing message. With prospects, poor follow-through lets many conversions slip away. “It will take eight times of someone telling you no before they say yes,” explains Norbury. “Three points of contact aren’t enough.” “What we tend to forget is that we paid, maybe $20, for the phone to ring. If we don’t answer or don’t...

The National Apartment Association (NAA) recently hosted the 2017 Education Conference in Atlanta. Marketing Maneuvers: Data in the Driver’s Seat explores how data can inform marketing decision and maximize revenue. Panelists included Candace Weaver, Director of Marketing, Bell Partners; Diana Norbury, Vice President, Multifamily Operations, Pillar Properties; and moderator Dharmendra Sawh, Industry Principal, Revenue Management and Business Intelligence Sales at Yardi. The trio reinforces the importance of operations, revenue management, and marketing working together to reach goals. Below are three takeaways from the session: Understand the “Magic Mix” Before you can gather data, four key components must be in place to generate web-based data sets: SEO– search engine optimization is how your site is written to interact well with search engines. If you don’t have this solid foundation, you’ll have to work harder and spend more on SEM. Quality SEO contributes to higher organic rankings. SEM– search engine marketing includes paid search features. It is second best to organic rankings. “In one of our properties, there were an average 497 organic views but an average 690 views with paid search. Paid search will boost you but you can’t do SEM well without SEO,” explains Weaver. SEM comes with unique benefits as well. In one Bell case study, only 23 percent of leads came from SEM yet those leads made up 43 percent of total conversions. ORM -online reputation management entails how your brand is perceived online. This includes but is not limited to reviews and comments on your site and third party sites. Both Norbury and Weaver recommend having designated reputation management teams. “Of the 2 percent of people that click ‘Reviews’ on our property website, they have a 46 percent chance of converting,” says Weaver. SMO- social media optimization may overlap with ORM...

The modern workplace must accommodate different learning types and different generations of learners. Heidi Fuller, Training Consultant at Bigos Management, explains how she uses Yardi® eLearning to educate employees of all ages and learning styles. Cross-Generational Technology Millennials compose more than half of the current workforce. To these young adults, technology isn’t a luxury; they expect technology to play an integral role in job training. According to a recent article in Forbes, Millennials see technology as a necessary tool to work efficiently and intelligently. Fuller builds training courses with tech-savvy new hires in mind. “Millennials have a greater need for technology and learning. I create a lot of webinars, videos and ways that they can use mobile technology. In terms of industry training, that is where we’re going.” While preparing for the future is important, Bigos also strives to support its current staff. Bigos employs learners with less exposure to virtual and mobile technologies, many from Generation X and the Boomer populations. Learners who are accustomed to traditional, instructor-led courses face a learning curve when it comes to virtual learning formats. “Integrating technology is easy with the younger new hires,” observes Fuller. “They don’t know any different. The challenge is with the people who aren’t quite ready, getting everyone on the same page and getting them used to using new technologies.” Bigos turned to Yardi eLearning to develop a cross-generational learning management system. “We use more of a blended approach,” Fuller explains. “eLearning courses are paired up with instructor-led courses as well as on the job training with their managers.” Multi-format training is necessary to reach a cross-generational staff base. But more importantly, blended training is necessary to reach different styles of learners, as described by the Kolb LSI. One study reveals that a...

This week’s NAA Education Conference & Exposition kicked off with a special session on Fair Housing, The New Five: Fair Housing Issues You Didn’t Know About. Panelists Doug Chasick, President, The Fair Housing Institute; Theresa Kitay, Attorney, Law Firm of Theresa L. Kitay; and Kathelene Williams, Partner, Williams & Edelstein, P.C. led the discussion. The team compiled a list of five hot topics in Fair Housing that can be confusing due to recent changes and ambiguities. The forum discussed best practices to help housing professionals avoid liability. Chasick opened with a piece of general advice before diving in: let common sense comes to the rescue when gray areas arise. “Take off your Fair Housing hat and put on your ‘Do I want to be the next slide in their presentation’ hat,” he laughs. “We can’t forget the, ‘Be a decent person’ hat,” adds Kitay. Below are the panelists’ recommended best practices: Occupancy Policies – Many properties rely on a two occupants per bedroom standard. The panel suggests reconsidering that standard, as it can lead to disparate impact claims from families with children. Consider two people per bedroom, plus one per unit as a base. Additional considerations might include items listed in the Keaton Memo, special circumstances such as the age of kids (e.g. exclude infants from occupancy rules), the size of rooms, and extra finished rooms like libraries or lofts that can safely serve as a sleeping quarters. When it comes to evictions or rejecting an application based on past troubles, victims of domestic violence may also require additional occupancy consideration. See statement HUD 16-159, issued Oct 24, 2016 for additional details. Immigration Status vs. National Origin – Immigration status is not a protected category in Fair Housing in most states. National origin, however,...

Twenty years ago, mobile technology rarely made an appearance in university dormitories. Today, technology anchors both private and communal spaces in student housing. New developments depict the rapid advancements—and changing expectations–around mobile technology in the industry. Connectivity The 2017 NAA Student Housing Conference tackled the concept of wireless connectivity in university residences. Student housing should accommodate internet speeds of at least 25 MB per student per second, proposed Faith Hawks, AIA, LEED AP, Principal, at Marks Thomas Architects. That may seem excessive at first until you consider just how much bandwidth the average student consumes. Hawks explains that students are now using an average of 10 Wi-Fi devices—at once. In addition to the expected devices such as a smartphone and laptop, many students also use a tablet, smart TV, gaming consoles, smart DVD/blue ray player, and wireless speakers. Students even strap Wi-Fi ready devices to their bodies with wearables like activity monitors and smart watches. Pile those devices on top of smart home features such as Nest-style thermostats and virtual personal assistants, and it quickly becomes clear why 25 MB per student per second is not unrealistic. Even when not actively in use, many programs run in the background issuing updates and exchanging data between devices. But the biggest drains on bandwidth come from streaming videos and gaming. Neither is particularly educational, but both are an integral part of the student life experience. Shared Spaces Outside of their apartments, students’ technology expectations do not diminish. Tech rich communal spaces, including charging stations and smart boards, prove to be a strong selling point for properties. In Rethinking Student Housing Interiors, Rick Reid of HPA Design Group explains, “To be competitive in today’s market means attracting students by providing them with housing they can relate to;...

At the 10th NAA Student Housing Conference & Exposition, held in Chicago on Feb. 14-15, featured more than 100 exhibitors, two keynote speakers and one expert panel.  More than 860 industry attendees — including marketers, property and portfolio managers, leasing specialists, developers and suppliers — converged to take their student housing game to the next level. While the industry pros in attendance were likely familiar with successful student housing management, but there was still a lot to learn in 16 breakout sessions about the latest trends and technology innovations. Here are some of the highlights: In the entertaining general session, keynote speaker Johnny Cupcakes, dubbed “top innovator in retail” by The Boston Globe, talked with great energy about his off-beat approach to branding that creates fanatic and loyal customers. His colorful line of t-shirts and other apparel frequently feature collaborations with characters and brands that his audience feel great nostalgia for, such as Hello Kitty and Minecraft. Limited edition items sold from bakery-themed retail stores, pop-up shops, and social media scavenger hunts generate excitement, FOMO (fear of missing out) and lines out the door. Leveraging innovation to captivate a tech-savvy consumer group was the focus of “Designing the Student Housing Property of the Future, Today.” Exploring the “Uberfication” of student housing, it is clear that connected buildings with speedy Internet and plenty of bandwidth for gaming and more is expected by Gen Z. Technology rich communal spaces including charging stations and “smart board” interactive touch screens are highly coveted amenities. Speaker Faith Hawkins, an architect, shared that students are now using an average of 10 wifi-supported devices, connected simultaneously. More desirable amenities for student renters include keyless building entry via smartphones, and optimized package and grocery delivery services for a generation that does most...