2016 NAA Education Conference & Expo

Melanie McIntyre

8 years ago

For our latest #AptChat, we wanted to preview the National Apartment Association Education Conference & Exposition, as many of you are attending or following the conference hashtag on Twitter.

This year’s theme is game changers, so it’s timely to discuss what the industry can do to transform how we interact and connect with residents and prospects, and what we should evaluate to determine how well our teams are performing.

For the highlights from this week’s chat, keep reading. (Click on the links to jump straight to a specific question.)

Q1: The #NAAEduConf has a Game Changer theme. What are things we can implement to change the game in regards to how renters rent?
Q2: A few have mentioned automation as being an industry game changer. What can and should be automated – and what shouldn’t?
Q3: Chip & Joanna Gaines have built a strong brand with Magnolia. How can we build brands that resonate w/residents AND renters?
Q4: Game changing requires analysis of stats & strengths/weaknesses of the team/players. What are the stats we should watch?

The #NAAEduConf has a Game Changer theme. What are things we can implement to change the game in regards to how renters rent?

@AptChat A1: I think this continues to go back to UX. Not how WE want to market, but how do they search/shop? #AptChat

— Kristi Fickert (@Marketing_Mommy) June 14, 2016

@AptChat A1: AUTOMATION! Headed this way, but can’t get there fast enough. Cut back on paper, and even phone calls! Rapid leasing #aptchat

— KAMo (@kimbean_) June 14, 2016

@AptChat the discount rent in partnership with Uber is pretty good. #aptchat

— Heather Blume (@artchickhb) June 14, 2016

@AptChat the apt community that is giving rent discounts to tenants who don’t have cars and use UBER. There is a recent article #aptchat

— Heather Blume (@artchickhb) June 14, 2016

Communities are changing how they connect with renters by going #realtime with tours @AptChat #aptchat #NAAEduConf https://t.co/ELcG7gJmFb

— Realync (@ReaLyncApp) June 14, 2016

@AptChat absolutely! Waterton is KILLING it & seeing >75% conversion rates with prospects by using Realync: https://t.co/LZ3YJUEuIN #aptchat

— Realync (@ReaLyncApp) June 14, 2016

@AptChat it doesn’t have to be live either. Recorded videos created on-demand for clients are closing deals https://t.co/xc5t2gGzZu #aptchat

— Realync (@ReaLyncApp) June 14, 2016

@ReaLyncApp @AptChat The communities doing this are getting to the customers the fastest – and before the competition! #AptChat

— Kristi Fickert (@Marketing_Mommy) June 14, 2016

@Marketing_Mommy @AptChat exactly! So many renters today are used to an “on-demand” economy and whoever grabs their attention first wins.

— Realync (@ReaLyncApp) June 14, 2016

A1: Revolutionizing the Customer Experience. Automation, streamlining, creating joy/pleasure through the process. #AptChat

— Khara (@leftnwrite08) June 14, 2016

@AptChat Things like geofilters/targeting helps create touchpoints. Live streaming. Etc. Creating meaningful moments. #AptChat

— Khara (@leftnwrite08) June 14, 2016

@AptChat … Pretty sure ANYTHING can be automated. But you have to know what you’re doing first. And, again, make it meaningful. #AptChat

— Khara (@leftnwrite08) June 14, 2016

(Cont) Anything you risk embarrassment or loss w/ automation, DON’T until you perfect your process. #aptchat

— Khara (@leftnwrite08) June 14, 2016

@leftnwrite08 @AptChat Love the concept of Geofilters! Creates brand ambassadors in a fun and interactive way. #aptchat

— KAMo (@kimbean_) June 14, 2016

@leftnwrite08 @AptChat And if on-site teams DON’T do something well, automate & get it off their plate! (Follow up comes to mind) #AptChat

— Kristi Fickert (@Marketing_Mommy) June 14, 2016

@leftnwrite08 @AptChat making it meaningful is the cowbell of it, but we frequently don’t learn systems before trying to cb up #aptchat

— Heather Blume (@artchickhb) June 14, 2016

@artchickhb @AptChat YES to this. B/f adopting, you sure better have a plan and a PURPOSE. #aptchat

— Khara (@leftnwrite08) June 14, 2016

A few have mentioned automation as being an industry game changer. What can and should be automated— and what shouldn’t?

.@AptChat social media should not be automated. There needs to be a human element. Automation can make brands appear robotic. #AptChat

— Places4Students (@Places4Students) June 14, 2016

@Places4Students @AptChat Social needs to be REAL. Consumers are savvy & they know when it’s automated – and fake. Great point! #AptChat

— Kristi Fickert (@Marketing_Mommy) June 14, 2016

A2: Email follow-ups should definitely be automated. Text Messages should not! #AptChat

— RokitNow (@RokitNowInc) June 14, 2016

A2: @AptChat a more intuitive online leasing process, less “apps”, and more mobile responsive websites #aptchat

— KAMo (@kimbean_) June 14, 2016

Chip & Joanna Gaines have built a strong brand with Magnolia. How can we build brands that resonate w/residents AND renters?

@AptChat Humanize your brand. Residents need to interact with people, not bots. #aptchat

— KAMo (@kimbean_) June 14, 2016

@AptChat One thing they do well is being genuine – being themselves. They tell their story through actions. #AptChat

— Kristi Fickert (@Marketing_Mommy) June 14, 2016

@Marketing_Mommy @AptChat Being genuine is SO important. Yet hard … How do you convince someone, “I really mean this?” #AptChat #GetReal

— Khara (@leftnwrite08) June 14, 2016

@leftnwrite08 @AptChat I think we have to “show” them, not tell them. Disney does this with “Wow” moments. #AptChat

— Kristi Fickert (@Marketing_Mommy) June 14, 2016

@Marketing_Mommy we as an industry have missed/ignored a lot of online wow opps – because they take more work #aptchat

— Heather Blume (@artchickhb) June 14, 2016

@artchickhb Ohhh good one! On-site teams especially focus on in-person WOW moments but there are so many opps online. #AptChat

— Kristi Fickert (@Marketing_Mommy) June 14, 2016

We also frequently miss the chance for a WOW moment online in how we respond to ratings/reviews #aptchat https://t.co/3jYLHy5sRP

— Heather Blume (@artchickhb) June 14, 2016

@artchickhb THIS! Review responses should never be canned. Talk about taking away the human element! #aptchat

— KAMo (@kimbean_) June 14, 2016

@kimbean_ @artchickhb You mean like copy & pasting the same response each time (kinda like responses to online guest cards)? 😉 #AptChat

— Kristi Fickert (@Marketing_Mommy) June 14, 2016

@Marketing_Mommy @artchickhb Exactly! “Dear Valued Resident” kills me every time… #aptchat

— KAMo (@kimbean_) June 14, 2016

Game changing requires analysis of stats & strengths/weaknesses of the team/players. What are the stats we should watch?

@AptChat employee job satisfaction, customer confidence /satisfaction, employee turnover #aptchat

— Heather Blume (@artchickhb) June 14, 2016

A5: One stat we tracked at our old company was response time for every inbound touch point. #AptChat

— RokitNow (@RokitNowInc) June 14, 2016

. @RokitNowInc @AptChat @landlordwebsol talked about this at CFAA, called ‘speed to the lead’, reply ASAP to inquiries! #AptChat

— Places4Students (@Places4Students) June 14, 2016

Our next #AptChat will take place on Tuesday, June 21, 2016 at 12 pm Eastern. In the meantime, be sure to sign up for #AptChat updates to get these recaps and more delivered straight to your inbox!