Future-Proof Your Social Strategy: Smart Scaling, Authentic Content, and What Gen Z Is Teaching Multifamily Marketers
Social media has become one of the most powerful drivers of perception, engagement, and leasing in multifamily—but it’s also never been more complex. Between AI-powered workflows, influencer partnerships, employee- and resident-generated content, and ever-changing algorithms, marketing teams are being asked to do more than ever before—without sacrificing authenticity or results.
At the Multifamily Strategic Marketing Summit, Workshop #1 brings clarity to the chaos.
Led by our perennially highly-rated workshop instructor Erica Byrum, Assistant Vice President of Social Media at Apartments.com and co-author of Youtility for Real Estate, this hands-on session delivers a practical blueprint for scaling social media the smart way. Designed for marketers, strategists, and leaders alike, the workshop focuses on building sustainable systems—not chasing trends.
Attendees will explore the social trends shaping 2026 and beyond, including how AI is transforming content creation, where influencer marketing truly fits within multifamily, and how employee and resident voices can strengthen brand credibility. A major focus will be on Gen Z—the next generation of renters—and what their behaviors, expectations, and content preferences mean for apartment communities today.
Rather than adding more work to already full plates, this workshop helps teams streamline creation, stay on brand, and build a consistent content engine that drives awareness, reputation, and leasing performance.
Participants will leave with:
- A clear understanding of the social trends that actually matter
- Actionable insights from Gen Z research specific to multifamily
- A scalable framework for creating authentic, high-impact content
- Tools and systems that maximize results without burnout
If your team is ready to move beyond posting for posting’s sake—and toward a smarter, more strategic social presence—this workshop is a must-attend.
Don’t miss out on the super early bird rates which expire in January — save $100!
About Erica Byrum
Erica Byrum serves as the Assistant Vice President of Social Media at Apartments.com, a leading apartment listing platform under CoStar Group. With 20+ years in digital marketing, she excels in digital transformation, social media strategy, and revenue growth across real estate, multifamily, and vacation rental industries. A former Division I collegiate soccer player, Erica brings a competitive mindset to sales and marketing. She co-authored “Youtility for Real Estate” and has been recognized as a top social media influencer, earning PR News’ Social Media MVP and multiple President’s Club honors. At Apartments.com, she leads the vision and execution of social media solutions that elevate multifamily brands and enhance online reputation. Beyond work, Erica is deeply involved in her Norfolk community, volunteering at the Children’s Hospital of The King’s Daughters and staying active in local sports leagues. Whether on the field, court, or boating on the Lafayette River, she thrives on connection, competition, and community.