speaker-photo

Erica Byrum

Assistant Vice President of Social Media, Apartments.com
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.
02:00 - 02:45 PM

Wednesday Day 1-February 24

Workshop #1: The New Discovery Journey: How Renters Find, Evaluate, and Choose Communities

Today's renter discovery journey looks dramatically different than it did just a few years ago. Leasing decisions are increasingly influenced by AI-powered search experiences, online reviews, social content, listings, virtual tours, and emerging technologies that shape how prospective residents find, evaluate, and trust a community. Join Erica Byrum, Assistant Vice President of Social Media at Apartments.com and co-author of Youtility for Real Estate, for an eye-opening look at the trends, technologies, and behaviors expected to influence leasing decisions in 2027. Drawing on new consumer research, Apartments.com insights, emerging platform developments, and real-world examples from both multifamily and leading consumer brands, Erica will explore how marketers can adapt their strategies to remain visible, relevant, and influential in an increasingly fragmented digital landscape. From AI-driven discovery and shifting Gen Z expectations to the growing role of reputation, immersive experiences, and social influence, this session will help attendees understand what's changing, what matters most, and where to focus their efforts for the greatest impact. Key Takeaways:

  • Understand how the renter discovery journey is evolving as AI, social media, online reputation, listings, and immersive experiences increasingly influence leasing decisions.
  • Explore emerging trends and new research shaping renter behavior, including insights into Gen Z expectations, changing search habits, and the next generation of apartment seekers.
  • Identify the visibility, trust, and influence signals that matter most across listings, reviews, social content, AI-powered discovery experiences, and brand presence.
  • Learn how leading brands are adapting to a changing digital landscape through innovative content strategies, emerging platforms, and technology-driven engagement.
  • Gain practical strategies to future-proof your marketing approach and better position your communities to stand out, build trust, and drive leasing performance in 2027 and beyond.

2:00 - 2:45 PM

Thursday Day 2-February 25

Instagram’s Next Era: From Scroll to Search

Instagram is evolving beyond a passive social channel into a powerful discovery engine for apartment marketers, where renters explore locations, compare communities, and form brand opinions as part of a broader, multi-channel search journey.

Join Ariel Baranauckas, VP of Marketing & Recruiting at Carter Haston, and Erica Byrum, AVP of Social Media at Apartments.com, as they break down how Instagram influences renter discovery, supports search behavior, and drives leasing outcomes through intentional, optimized content. You’ll learn:
  • What’s Changing: How renter behavior is shifting toward in-app discovery—and why Instagram now plays a critical role earlier in the apartment search journey
  • Optimize for Discovery: Future-ready best practices for captions, Reels, geotags, and profiles that improve visibility, relevance, and findability
  • Stronger Branding: Why cohesive visuals and consistent messaging matter in a discovery-first ecosystem where first impressions happen fast
  • Scaling the Strategy: How to equip site teams with toolkits, templates, and guidelines that make discovery-driven execution easy and repeatable