Anne Baum

VP of Marketing, Towne Properties

Anne, the VP, Marketing at Towne Properties, is an award-winning marketer whose strength is building and executing marketing strategies and data-driven marketing programs at the portfolio and property level, focusing on scalability and ROI at all customer journey stages. Her approach to any marketing challenge is strengthening the basics while identifying and implementing new opportunities to move toward the future. Prior to joining Towne Properties, she worked with large franchise brands including FASTSIGNS, Batteries + Bulbs, Edible Arrangements, Great Clips, and Smashburger to build their localized digital marketing programs.

12:10 - 12:40 PM

Thursday Day 2-March 19

The AI-Era Leasing Funnel: Winning the Renter Journey

Session Sponsor: 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

4:45 - 5:30 PM

Thursday Day 2-March 19

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

Session Sponsor: Moderated by Sara Scarborough Graham 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.