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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

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.

A fully colored line-up of characters in The Producers, an original AIM 2015 Comic Strip from illustrator Xander Davis.

A fully colored line-up of characters in The Producers, an original AIM 2015 Comic Strip from illustrator Xander Davis.

If you’re over 50, apartment marketing is something you buy from vendors. If you’re under 30, marketing is media you create so you can leverage and exploit the distribution networks of others to get eyeballs.

A decade ago, it was enough to be an expert ad buyer. But no more. Companies like Alliance Residential, Bozzuto Group, and, WC Smith are vertically integrated content shops producing consistently great media – from the written word to imagery, videos or new forms of social and mobile multimedia (see the slideshow below for examples).

The best multifamily marketers are great storytellers, weaving and sharing the narrative of people, product and place at every opportunity. The 2015 multifamily marketing executive is like a movie producer – gathering the resources to tell great stories, making sure the stories get distributed, and making sure the profits from those stories return to the company like any good investment.

Armed with media, marketers can use stories to engage in any channel where renters or referrers are to be found: ILSs, Instagram, Twitter, Craigslist, YouTube, with local bloggers, in the trades and industry publications or on their own web sites and mobile apps. Stories can be used over and over again. They can be adapted and customized for time of year. They can be collated into brochures and books and e-publications. Stories sell. (And so do photos of babies and dogs, but that’s a different blog post.)

In the digital age, consumers get value cues from the professionalism, beauty and targeting of the stories they read about products and services. High-definition photos are easier to understand and thus equate to a better value. A funny or touching story creates empathy and a desire to linger. People still buy from people and identify with others who are engaged in solving the problems they face. The best multifamily marketing teams have recognized a way to convey their humanity most effectively by creating the media that represents their true and authentic lifestyle.

The theme for this year’s conference – The Producers – recognizes this new normal for the in-house producers of marketing across the apartment industry. We’ll celebrate best practices in creating compelling stories, and story elements. You’ll learn how to sharpen your writing, script and shoot a video, take great photos (and aerial photos too) and create new multimedia. You’ll improve how you craft location and amenities into stories prospects identify with. And we’ll take a fresh look at which content goes into which distribution channel for maximum exposure.

To paraphrase last year’s keynote speaker, our industry’s humanity lies in our fundamental stories about homes, security, status, lifestyles and community. Every community is a brand, and every resident interaction is a potential story that can reach the heart of someone who wants to be a member of that tribe. We hope you’ll join us at AIM for an exploration of what could be possible.