Thursday, March 19, Day 2: Registration and Badge Pick-up

Registration sponsored by:

Breakfast with Exhibitors and Sponsors

Roundtable Sessions

Open to PMC attendees only! Join a roundtable session during our breakfast hosted by a roundtable chair and focused on their expertise on a social media marketing topic.  You'll have the opportunity to ask questions and network with other PMC peers within these small groups! These presenters and mentors are here to help you navigate not only pertinent topics but also the event! The roundtables are limited to 10 per table and attendees will be able to sign-up onsite during registration. Topics and roundtable presenters to be announced shortly.

Welcome Introduction

Opening Keynote: AI for Content Strategy and Lead Generation

There are infinite uses for AI, some silly, some powerful. AI is famous for boosting efficiency, but boosting quality? For finding insights? For generating leads? You don’t hear much about these. Join us for a runthrough of a comprehensive AI framework for B2B content and lead generation. You'll learn how to use AI to drive impact both at the top and the bottom of the funnel.

• AI methods for finding the hidden topics that connect
• How to train AI build a persona that provides deep insights into your buyer
• How to fix your funnel and drive a steady stream of qualified leads

LeaseTok & Rentstagram: When Social Media Runs Your Reputation

Forget social strategies; now your brand lives in the wild. Reputation is being shaped by TikTok tours from prospects, spicy Instagram rants from residents, and unsolicited callouts from city guide "experts" who have never stepped foot in your leasing office. These voices, armed with phones and opinions, are rewriting your story in real time, and your current marketing playbook isn't built for this kind of chaos. We're entering the messy, super-candid world of social storytelling, where unfiltered content is reshaping perceptions and influencing decisions. Expect real talk, a few laughs, and everything you need to turn unpredictable content into brand equity, making chaos pay off. Key takeaways:

• Control is a Myth: Your brand narrative now lives outside your official channels, shaped in real time by prospects, residents, and random voices online. How to harness the content.
• Address Unfiltered = Influential: Raw, candid social content often drives more perception and decision-making than polished marketing. Discover how to market the difference between the two.
• Turn Chaos into Currency: Learn how to harness unpredictable posts, videos, and reviews to build trust and boost brand equity.

Innovation Scholarships

Announcement by:  CJ Edmonds,  Chief Revenue Officer, Conversion Logix Scholarship Sponsored by:

Networking and Bubbly Break with Exhibitors and Sponsors

The Triple Power Play: AI, Automation, & Frameworks That Pay Off

Marketing teams are under constant pressure to do more with less. The key is to work smarter, not harder. This session will explore how three powerful approaches can transform day-to-day operations, free up valuable resources, and create measurable cost savings that can be redirected into strategic marketing. Drawing from nearly two decades of multifamily leadership, Justin will share practical examples of how his teams have leveraged these tools to eliminate repetitive tasks, simplify data management, and standardize outputs without sacrificing creativity or personalization. Attendees will gain actionable strategies to identify inefficiencies, build the business case for adopting new tools, and reinvest the savings into renter-focused initiatives that drive revenue. This session blends innovation with practicality, giving attendees not just theory but a clear, repeatable framework for smarter operations and more impactful marketing. You'll learn:

•  How to identify and prioritize operational inefficiencies that AI, automation, and templates can address.
•  A step-by-step framework for piloting efficiency tools and building ROI-driven buy-in across leadership and teams.
• Practical ways to redirect time and budget savings into creative storytelling, renter experience, and revenue-driving campaigns.

The AI-Era Leasing Funnel: Winning the Renter Journey

The renter journey isn’t linear—it’s a maze of AI-powered search results, social recommendations, review sites, and micro-decisions that can win or lose a lease in seconds. In this session, we’ll untangle that journey and show how to map it step by step, from the first query to the signed lease. We’ll walk through a framework that starts with identifying your renter personas, then layering in the digital and offline touchpoints they encounter—search, social, reputation, and advertising. Using AI-driven analytics and modern attribution tools, you’ll see how to plot where prospects drop off, which channels actually influence conversions, and where your marketing spend is being wasted. From there, we’ll connect the dots between local SEO, online reputation, and paid media—so your marketing ecosystem works together instead of in silos. Rather than chasing every new tactic, you’ll leave with a repeatable blueprint for mapping and optimizing the renter journey in today’s landscape. The result? Shorter leasing cycles, higher ROI, and a marketing strategy that reflects how renters actually search today. 3 Key Takeaways:

• Map the renter journey by identifying touchpoints and layering in AI-powered analytics
• Pinpoint friction and wasted spend with attribution insights
• Align SEO, reputation, and paid media into one funnel-focused strategy

Lunch Buffet at the Meritage Resort and Networking Time for all Participants

Instagram’s Next Era: From Scroll to Search

Instagram is evolving beyond social media into a powerful search and discovery tool for apartment marketers. Join Ariel Baranauckas, VP of Marketing & Recruiting, with Carter Haston, and Erica Byrum, AVP of Social Media with Apartments.com, to learn how to optimize content for Google and Bing indexing, strengthen your brand, and turn social posts into actionable leasing results, You'll learn:

•  What’s Changing: Explore Instagram’s growing integration with Google and Bing and its impact on apartment search visibility
• Optimize for Discovery: Future-ready best practices for captions, hashtags, geotags, and profiles to maximize search indexing
•  Stronger Branding: Why cohesive visual identity and messaging matter more than ever in a searchable social ecosystem
• Scaling the Strategy: How to empower site teams with toolkits, templates, and guidelines that make execution seamless

The AI Playbook for Marketers: How to Win Trust and Drive Change

In multifamily, marketers often find themselves caught between executive vision at the top and on-site realities at the bottom. You may not control the budget, but you carry the brand, the campaigns, and the resident experience on your shoulders. Which raises the question: how do you push through layers of approval and bureaucracy to pilot AI, build trust, and champion real transformation? In this session, Kristi Fickert and Justin Jones, joined by Liv Gabrielsen of Pegasus Residential, share the playbook for turning small starts into meaningful momentum. You'll see how pilots become proof, how trust is earned with both leaders and site teams, and how early wins grow into lasting adoption. Built on the five principles of working with AI intentionally, this is your journey as a marketer: creating space to test, amplifying results, and building momentum until transformation is no longer an option but an expectation. Takeaways:

• Pick the Right Starting Point: Discover which parts of your marketing are the best candidates for AI pilots - the low-risk, high-visibility areas where results can be measured and momentum can build quickly.
• Treat Data as the Foundation: Understand how to build adoption strategies that respect compliance, protect sensitive information, and still surface the right data points to show measurable marketing progress today.
• Make Work More Human: Discover how to redirect time and energy away from traditional and repetitive tasks to instead create more capacity for marketers and their teams when it comes to creative thinking, people-leading and by using pilot results as proof to act now, not later.

Networking Break with Exhibitors and Sponsors

Session to be announced shortly

What's Next Is Now: Multifamily at the Edge of Change

Multifamily’s next chapter is being shaped by the teams closest to the work: those leading marketing, operations, and technology inside today’s most forward-thinking PMCs and ownership groups. In this panel, senior leaders share how they’re making strategic bets across AI, automation, platform consolidation, brand evolution, and the resident experience. You’ll hear what trends they’re acting on, which ones they’re questioning, and how they’re building for what’s next.

Networking Reception at the Meritage Resort

Reception Sponsored by:

After Party at Crush Lounge at the Meritage Resort

Sponsored by:

Don’t miss out on the ultimate after party celebration at Crush Lounge in the Meritage! Join us for a nightcap, lite bites, and some friendly competition as we keep the fun rolling!

All event participants are invited - please wear your MSMS badge for admittance.

Friday, March 20, Day 3: Registration and Badge Pick-up

Registration Sponsored by:

Breakfast with Exhibitors and Sponsors

Keynote # 2: Build, Believe, Belong- The Applied Optimist’s Blueprint for Modern Marketing

Every marketer in the multifamily, student housing, and senior living space is facing a common challenge: how to build trust, spark belief, and create a sense of belonging in an era defined by change and churn. Whether it’s resident engagement, team retention, or brand storytelling, the question is the same — how do you solve for that? In this inspiring, energetic, and highly practical keynote, Seth Cohen will introduce the philosophy of Applied Optimism, a framework built on three essential elements — Purpose, Knowledge, and Wonder — that transforms how organizations confront challenges and unlock momentum. Through relatable stories, real-world marketing insights, and hands-on frameworks from his upcoming book Solve for THAT: An Applied Optimist’s Guide to Finding Solutions That Stick, Seth will lead attendees through three critical steps that will help them develop marketing solutions that help build a sense of belief and belonging for residents, employees and partners.

• Making sure your marketing approach is solving the right problem. Learn to identify what truly needs attention using the Mirror/Window/Door framework.
• How to use purpose, knowledge, and wonder for marketing momentum. Reframe your strategy around meaning, insight, and curiosity to create solutions that stick
• Win, lose, learn! Use the Rapid Refinement Loop to test, adapt, and grow smarter — fast

Inside the Renter’s Mind: Revealing the 2026 Consumer Housing Trends Report

Ever wonder what today’s renters are really thinking? So does Amanda Pendleton—Zillow’s home trends expert and former journalist who’s spent her career asking why people do what they do. In this session, Amanda will reveal fresh insights from Zillow’s 2026 Rentals Consumer Housing Trends Report, powered by researchers dedicated to understanding the modern renter. You’ll leave with data-driven takeaways to help align your listings with:

• Who renters are
• What they want
• How they search

Networking break with Exhibitors and Sponsors

Reputation in Real Time: Leveraging PR and Tech to Stay Ahead

93% of consumers say online reviews influence their purchasing decisions, and 71% of renters reference ratings and reviews when searching for their next apartment home. Resident reviews and online sentiment have become a critical measure of performance—unfolding in real time, they leave a first impression and shape decision-making. In a world where a single post can go viral overnight and word travels in an instant, multifamily leaders need to pair timeless public relations principles with modern monitoring tools to safeguard and strengthen their reputation. This session highlights how AI-driven insights and transparent communication can amplify a brand’s core values and promise. Attendees will walk away with practical methods to understand the power dynamic of real-time reputation monitoring and a tailored communications strategy, ensuring their communities are seen as trustworthy, responsive and resident-focused. Key Takeaways:

• Implement AI and monitoring tools to track and analyze resident sentiment before it escalates
• Learn how to respond to disgruntled residents in real-time and in a public online setting
• Adopt proactive/reactive messaging strategies that shift from defensive reputation management to long-term brand building

Session to be announced shortly