3 Things We Learned at AIM 2021

AIM is all about Apartment Internet Marketing and this year was one for the books. After almost two years of not seeing colleagues and industry professionals face to face, people were evidently excited to catch up. In addition to making meaningful connections, it was also an opportunity to learn what’s going on in the industry today. Whether you made it to the event or not, there is something to take away for everyone. Here are three lessons we learned this year at AIM 2021: 

  • Don’t go back to basics; go back to the foundation 
  • Figure out your “then what” 
  • AI doesn’t take away human touch; it improves it 

Don’t go back to basics; go back to the foundation.

During the session titled Ad Board Talks: Investing Time, Energy & Money in PropTech, loads of important information were shared. One of our biggest takeaways from this session came from Marcella Eppsteiner, SVP of Marketing, Training, and Revenue Management at Mission Rock Residential. She mentioned the importance of not just going back to the basics, as many are accustomed to saying. It’s essential to go back to the foundation of why your team is doing what they are doing and leverage technology to accomplish your goals. Of course, it’s important to maintain many of the values that fueled the multifamily industry, such as resident satisfaction. Teams must look at how their tech stack can help them reach goals efficiently and effectively. 

Figure out your “then what”

This year’s keynote speaker was Rachel DeAlto, Relationship Expert, Media Personality, Speaker & Author. She talked about getting the best out of yourself, your relationships, your teams, and your one freaking amazing life. She spoke about the importance of identifying your “then what.” What this means is, it’s essential to think about your goals and consider “then what” you will do once you reach your goals. For example, if your goal is to make more money, then what do you do once you get there and why? This was an important question to consider both personally and professionally to further self-improvement. 

AI doesn’t take away human touch; it improves it. 

During the Autonomous Leasing session in 2022, we learned many different things about AI/chatbots and what they can do for the property management industry. Kitty Callaghan, VP of Marketing at Wasatch Property Management, shared about how bots can help give time back to property management teams. This shows that bots don’t intend to replace humans but to give time back so that they can focus on what’s essential….being human!

As we mentioned earlier, AIM Conference gave our team much to consider moving forward into 2022. We are excited to implement much of what we’ve learned this year and share it with those around us. We are continuing to plan for next year’s conference in April and hope to see you there. For more information on AIM, click here


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