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TheProducers-AIM15-E11There’s still time left to register for the 2015 Apartment Internet Marketing Conference May 4-6 at the Hyatt Regency in sunny Huntington Beach, California. AIM promises to be bigger and better than ever before with 80 expert speakers from inside and outside of the multifamily industry showcasing the best in applied creativity, digital marketing, career-building, industry networking and technology and customer experience innovations.

Take a workshop class on copy writing to discover new ways of word-smithing and message crafting for particular marketing channels. Learn the steps to deep dive into brand ideation and creation. Get an SEO audit (or see one happen live on stage). Be inspired by exclusive presentations from Christian Rudder, Susan RoAne and David Laboski. See where the connected apartment is headed next with a panel of leading technologists. Participate in smaller roundtables or hit larger breakout sessions on creative digital imagery (including a look at some awesome Pinterest curation campaigns), accelerated leasing, and remarketing strategies. Grab some popcorn and check out the AIM Video Awards.

Combined with great networking breakfasts, lunches, and beachside happy-hour receptions, we’re hoping the programming and AIM 2015 experience has you returning back to the office recharged and rejuvenated with new ideas, practical and progressive marketing tools, and a LinkedIn inbox filled with new connections.

Act fast though — AIM sells out every year and only makes available a handful of limited walk up registrations. Click the links below to access more info on the agenda, to register for the conference, and to secure a hotel reservation (please note, the Hyatt is already oversold for Monday May 4 — details on obtaining reservations at the Kimpton Shorebreak Hotel are available via the hotel link below).

Don’t let this year be the year you missed the best AIM Conference yet. We’re looking forward to an exceptional summit of multifamily marketers, creatives, executives, and yes, Producers. We hope to have you join us.

AIM 2015 Agenda of Sessions and Speakers

Register for AIM 2015: The Producers

Reserve your hotel for AIM 2015



TheProducers-AIM15-E09If you missed it in your inbox this past Sunday, here’s Episode 9 of The Producers – The One With Revenue Management. With prospect demand for apartments at all time highs, pricing professionals and marketing executives are seeing even greater overlap in their job functions as firms seek to optimize the 4Ps of product, promotion, price, and place. One firm at the forefront? Holland Residential. As an exclusive to the AIM site, we’ve got their power point presentation on integrating revenue management and marketing from last year’s Maximize Asset Management Conference.

Looking for more ideas on better multifamily technology and marketing integrations? Register for AIM 2015 today for access to some of the industry’s leading experts on data, analytics, IT, and culture creation, including:

It’s a Data Driven World: Analytics for better Social Media Marketing, Lead Management  and Culture Creation.
Learn how to make data a more defined part of your marketing culture, access emerging tactics for lead scoring, and drill into a student housing 18-month data comparison showing $6 – $10 per lease digital marketing spend versus a $70 – $200 spend in traditional channels.

Lauren Curley, Marketing Director, Landmark Property Services
Rich Hughes, Head of Data Science, RealPage
Greg McCoy, Social Media & Digital Marketing Manager, Campus Apartments
Scott Villani, Vice President of Marketing, NRP Group (moderator)

Integrating Marketing Technologies
Get the top tactics to turn your next implementation into a simplementation by better selection, adoption, integration and rollout of leading multifamily enterprise and mobile technologies.

Todd Butler, Director, Marketing Technology, The Bozzuto Group
Ken Hodges, Vice President of Technology, Western National Group
Arthur Kosmider, Director of Marketing, Peter Cooper Village and Stuyvesant Town, Compass Rock Real Estate

imagesA comScore study recently found that visitors who view video content on a website will stay on average 2 minutes longer than those who do not. Multifamily Marketers it’s time to take note!

Video marketing is increasingly becoming more present in the apartment industry. . Apartment communities and even luxury properties are embracing video marketing and seeing unbelievable results. The ROI is second to none – with a high-end video costing little more than one unit being empty for just one month. Put that in your ROI pipe and smoke it.

Nielsen claims that 64% of marketers expect video to dominate their strategies in the near future, which means that apartment videos have the potential to reach the more than one billion visitors YouTube receives every month.

To top it off, more than 70% of marketing professionals report that video converts better than any other medium, and online video is expected to make up 74% of Internet traffic by 2017. Renters look online at every property in the area in their budget – video ensures you get a real visit, and qualifies your leads! I mean, they have already seen the video tour, so there’s no reason to let them leave without a signed lease!

Property videos have seen a rise in popularity and effectiveness in recent years. In fact, apartment listings with videos can receive 403% more inquiries than those without.

Here are 5 key things to consider when venturing into the world of video:

1) Iphone-ographers, stay away!
Quality is the main factor to be taken into account when researching video services for your multifamily video needs. In today’s digital world, every video should be in high-definition. In technology terms, this means 1920x1080p resolution. It’s advised to ask any video company what they film and edit on to ensure you’re getting the highest quality product available. Standard def just doesn’t cut it.

2) Be a super styler!
The style of video is critical. Are you targeting millennials, seniors, students? – always, always keep your audience in mind. Use other industries for inspiration! Spotted a commercial that grabbed your attention? Show it to your video vendor. who can tell you how to apply that creative to an apartment video.

3) Lights, Camera, Action! What happens on filming day.
Inviting a camera crew to come to your property to film can sound like a daunting task, but all it takes is a little bit of preparation. You need to make sure that all designated locations will be open and clean for filming. It’s also generally nice to post a notice of filming so residents are aware of what’s going on, and to have waivers readily available so all persons seen on-camera have signed a release to be in the video. Many apartment video tours include footage of local area attractions such as town centers, restaurants, parks, etc. These places often require permission for filming, or have specific guidelines on what you can and cannot show Call all off-site locations before filming to ensure your video is being produced correctly and legally.

4) It’s Showtime
Lastly, it is always important to think of the end goal. How do you plan to distribute your apartment video once it is complete? Vimeo, YouTube, Facebook? The ultimate goal is to get the most viewers as possible. Simply putting it up on your website may not do the trick, so it is important to take into consideration SEO and keyword factors. Here are 10 suggestions for how to use your video:

1) Play it in the Leasing Office
2) Share on Social Media
3) Embed on Your Website
4) Housing Fairs
5) Recruitment Packages for local businesses
6) Every ILS
7) Embed in a print advertisement too
8) In your auto responder emails
9) Craigslist
10) YouTube

5) One Last Tip:
Embed the video on the top 1/3rd of your homepage and set it to play automatically. Properties that do this see the best results. Wistia found that landing pages with videos were clicked 38% of the time, compared to 12% for pages without video.

All in all, apartment videos are proven to be a very effective way of attracting potential residents and converting them to renters. Especially if targeting those from out of town! Your website, its SEO and ultimately your property can all benefit from utilizing video as part of your marketing plan.

Editor’s Note: Anna Singleton is the CEO and top video guru at Showmyproperty.tv, the official sponsor of the AIM 2015 Video Awards. 

actionAnd…. ACTION!

Submissions are now being accepted for the AIM 2015 Video Awards, sponsored by Show My Property TV.

Deadline to submit is Tuesday, March 31, 2015. There is a $20 entry fee for each video. All proceeds will be donated to the Housing Industry Fund. Finalists and grand winners for each category will be announced at the AIM Video Awards emceed by CORT’s National Manager Pete Regules aka the “Doctor of Fun” at AIM 2015 May 4-6, 2015 in Huntington Beach, California. The AIM 2015 Video Awards Judging Panel includes:

Sarah Greenough, Senior Vice President & Chief Marketing Officer, Princeton Properties

Claire Murphy, Executive Vice President Client Strategy & Casting, THRESHOLD

Tony Sousa, Regional Manager, Embrey Management Servicex

We invite property managers and multifamily owners and operators to submit videos for consideration in the following award categories (vendors are restricted to the best vendor video category only, please):

  • Best Community Marketing Video - submit videos used for community marketing and leasing
  • Best Brand Marketing Video - submit videos promoting an overall company or portfolio brand
  • Best Training Video – submit any training and/or corporate culture videos
  • Best Amateur Video – submit any low budget, creative use of limited technology videos, etc.
  • Best Short Form or New Format Video - submit Vine or Instagram or other short, viral, social videos here.
  • Best Vendor Video – vendors, it’s all you
  • Funniest Video – New for 2015, ALL AIM Video Award submissions (including vendor videos) will be considered for a “best-in-show” grand award for funniest video. The criteria is pretty simple: make us laugh. A lot.

Videos submissions in all categories will be accepted though Tuesday, March 31, 2015 at 11:59pm PST. Click on the AIM Video Awards tab for complete submission info and guidelines. GOOD LUCK!!!

Episode 5 of the Producers raises an interesting social media question: what’s your Merkle Score? Dig into the AIM website to find out — you just might find a registration discount along the way.



Episode 2 of The Producers is now available for download, just click on the strip above for a hi-res version. The series of 12 original comic strips publishes every Sunday beginning this Sunday on aimconf.com. Also, stay tuned for an interview with Producers illustrator Xander Davis on great marketing imagery, as well as character cards for all of the Producers featuring exclusive discounts and access to AIM VIP events.

AIMInsider2Matrix Residential Director of Marketing Dana Pate talks hyper-local branding, always-on marketing, and awesome fried chicken in Volume 2 of the AIM Insider Article series. Download a copy for an inside look on the shrinking divide between student and conventional renter demographics and the community-level approach to branding and rebranding 5,000 units worth of acquisitions and new development.

Have a great idea for a future AIM Insider article? Know an incredible apartment marketer deserving of a no-holds-barred Q&A interview? Drop us a line — we’ll be featuring articles every other week or so between now and the 2015 AIM Conference, with future articles profiling confirmed AIM speakers and also looking deeper into our planned session topics.

Have your own cool marketing trend, idea, opportunity or challenge you’d like to air out? Get involved with the AIM Insider conversation in our LinkedIn Group and on our Facebook page, and of course in person at the 2015 AIM Conference, May 4-6 in Huntington Beach, Calif. We hope to see you there.



AIM 2015 Keynote Speaker Christian Rudder is the co-founder of OKCupid and the bestselling author of Dataclysm: Who We Are When We Think No one's Looking. Photo credit: Victor G. Jeffreys II

AIM 2015 Keynote Speaker Christian Rudder is the co-founder of OKCupid and the bestselling author of Dataclysm: Who We Are When We Think No One’s Looking. Photo credit: Victor G. Jeffreys II

You must have haters to be hot.

If you catch yourself surfing the net and updating your online dating profiles this week while all of our bosses are at the NMHC conference, keep in mind that you’re participating in—and contributing to—some of the most expansive research and data collection on human behavior in the history of human behavior.

Can search history tell us what kinds of jokes you like? Whether or not you’re married? What your I.Q. is? How you judge others? Whether people bathe more in Vermont or New Jersey? Yes, yes, yes, yes and yes says Christian Rudder, the AIM 2015 keynote speaker and bestselling author of Dataclysm: Who We Are When We Think No One’s Looking.

Rudder’s insights come from one of the richest data sets in the world, accumulated from the dating site he co-founded, OkCupid, as well as Twitter, Tumblr, Facebook, and the like. In his AIM keynote address, Rudder will investigate how personal, online data shows us the real human behavior behind the numbers: a revolutionary look at who we truly are.

“Data is real life,” Rudder says. “Online you have friends, lovers, enemies, and intense moments of truth without a thought for who’s watching, because ostensibly no one is—except, of course, the computers recording it all. To the extent that friendship, anger, sex, love, and whatever else happen online, we can investigate them.”

Rudder’s research took place on OKCupid’s blog, OKTrends, which was not only read by millions of people, but also changed the way companies approach data as a media-relations strategy. His research and findings have been featured repeatedly in The New York Times, Harper’s, The Atlantic, and were the subject of a New Yorker feature.

If you’ve ever thought about where all of your personalized data really goes, or how all of your online likes and dislikes not only describe your personality, but provide a predictive road map of your behavior, and, of course, what all of this means to the future of understanding (and marketing to) online human behavior, you won’t want to miss what’s sure to be the best AIM keynote presentation yet.

But don’t take it from us. Aziz Ansari probably sums it up best. “In the first few pages of Dataclysm, Christian Rudder uses massive amounts of actual behavioral data to prove what I always believed in my heart: Belle and Sebastian is the whitest band ever. It only gets better from there.”

We hope you’ll register for AIM today and join us for Rudder’s audacious, irreverent look into the next revolution in human behavioral data collection and research and the evolution and posturing of our online digital personas.

Until then, stay hot, and don’t be a hater (just collect a few).

TheProducers-AIM15-E01-FinalYeah, the comics come out on Sunday, but for this one we just couldn’t wait.

Without further ado, the 2015 Apartment Internet Marketing Conference is psyched to debut The Producers, an original AIM multifamily comic strip from illustrator Xander Davis.

Publishing weekly each Sunday on the AIM website (OK, except for today), The Producers follows three multifamily marketers — Ginny, Kat and Ari — as they search for big time marketing opportunities while dealing with savvy vendors & ROI demands from the Quant Bullies, all in a universe populated with ratings and reviews challenges, SEO pitfalls, social media mindgames, mobile marketing mayhem and more.

Each weekly comic strip (super hi-res versions are available on aimconf.com) will also point towards exclusive AIM content, sessions, speakers, articles, discounts and downloads (i.e. Easter Eggs, people). With an AIM 2015 conference theme centered around storytelling and DIY digital media production, we couldn’t think of a better way to start talking about all of the coolness that will be AIM 2015.

Stay tuned to via the AIM website blog or our Facebook, Twitter, and LinkedIn pages and platforms for the latest episodes of The Producers, and if you haven’t registered for AIM yet like Ari, you’ve got 2 days left to take advantage of the early bird discount.

We hope you enjoy The Producers as much as we’ve enjoyed creating it. Until next week, same AIM time, same AIM channel.

18568_AIM_180x180_FacebookSquareAcacia Capital senior vice president George Dobbel just called the AIM offices.

A long-time AIM conference supporter and attendee, George (like all of us) is incredibly busy in this sizzling hot multifamily real estate cycle, managing acquisitions, leasing, operations and marketing for a 14,000 unit portfolio of West Coast apartment assets. With everything going on, George said last week’s deadline for early bird pricing for AIM 2015 whizzed right by him.

“AIM is a must-attend conference for Acacia,” George said. “Every year we make sure to take advantage of the discount pricing because this is the mandatory multifamily marketing event of the year. But with tons of acquisitions and lease-ups going on, we just missed last week’s cut-off.”

We hear you, George. You’re not alone, either, as this week saw a flurry of calls and emails about AIM pricing from marketing teams bringing two, three, or even four or more people to this year’s conference. It didn’t take long for us to figure out that an extension on our early bird discount pricing was in order.

So, in honor of George Dobbel, AIM is extending discount pricing until midnight, January 17. Be like George and register early to take advantage of one of the best opportunities this year to refresh, recharge and reinvent your multifamily marketing chops. We hope to see you at Huntington Beach, May 4-6 at the Hyatt Regency – just be sure to register by Saturday night to take advantage of the discount.

And don’t thank us. Thank George.