NMHC OpTech Preview: A Guide to the Marketing Sessions in Dallas

NMHC OpTech Conference

Many consider it the finest, most relevant conference in the multifamily industry.

But regardless of where it stacks up on the subjective “best of” list, National Multifamily Housing Council’s OpTech Conference & Exposition is the final large-scale multifamily conference of the year, and many industry professionals will be convening in Dallas (Nov. 14-16, Hilton Anatole) to impart wisdom and enhance their industry knowledge.

Here’s a look at some of the marketing-specific sessions that make up the agenda, and why you should attend:


The Art and Science of Marketing Automation (11:15 a.m., Nov. 16)

Marketing systems like HubSpot, Marketo and Pardot, are helping companies transform their marketing organizations from cost centers into revenue generators. By capturing prospect data, customizing marketing communications to individual prospects, automating marketing tasks, nurturing leads and ultimately closing sales, marketing automation is producing real revenue for many industries. During this session, multifamily marketing experts will relay their early experiences and explain how marketing automation can increase revenue and streamline marketing for owner/operators. RentPath digital marketing manager Jennifer Anderson will share her expertise on implementing and managing marketing automation in several industries. Beth Tuttle of LMC and Ryan Perez of CF Lane will join her on stage.

Your Ideal Renter: Using Segmentation Data to Find, Get and Keep Them (2:30 p.m., Nov. 15)

Understanding and utilizing demographics isn’t as simple as doing a survey and generalizing what those demographics want. Doing it right is vastly more complex. According to the agenda, the panelists will discuss the importance of examining demographics based on location, asset type and even unit type. The discussion is also expected to cover how to develop your ideal renter psychographic profile with micro-data. As the session features an industry economist, a marketing guru, and an operations executive, it should be fascinating to get their take on how to identify ideal renters and how to benefit from current market trends.

Seamless Success: How to Truly Integrate Pricing and Marketing (10 a.m., Nov. 16)

A growing number of owner/operators are trying to align marketing and revenue management to better optimize rents and revenue. The panelists in this session have effectively merged the two and are expected to share their challenges, strategies and practices during the process. Hopefully understanding their experiences will help you anticipate challenges and combine the disciplines more seamlessly. Catherine Swaback, director of marketing strategy for Alliance Residential; Rachel Davidson, vice president of revenue management for Alliance; and Stephanie Fuhrman, managing director of technology services for Greystar are among the speakers.

Marketing Professionals Roundtable – Owners, Developers & Managers Only (10 a.m., Nov. 16)

This session is promoted as an opportunity for marketers to share the greatest challenges they face and offer best practices for solving them. You never know what topics will dominate the conversation, but we’ve heard that similar sessions at other conferences have been enlightening and resulted in creative solutions. The Dolben Company’s Sara Graham and Waterton’s Virginia Love will facilitate the discussion.

The New Hip-sters: Planning Now for an Older Demographic (1:45 p.m., Nov. 16)

Demographic studies and historical patterns point to the 55-and-over generation of Baby Boomers downsizing and choosing a more convenient lifestyle. NMHC’s research, which aligns with the findings of The Renter’s Rollercoaster Ride whitepaper, shows that aging boomers will represent a larger share of growth in the apartment market when millennials begin to marry, have children and buy homes. This session is expected to explore how the industry can readjust after learning how to cater to millennials.
If you’re headed to OpTech next week, be sure to check out these sessions that should provide you with tools to improve your marketing efforts in 2017.