Multifamily Leadership Summit

Catherine Swaback, Director of Marketing Strategy at Alliance Residential Company, shares her personal experience in the Multifamily Industry regarding various issues within the industry today.

MULTIFAMILY LEADERSHIP SUMMIT 2016 | MASTERMIND PANEL DISCUSSION | CATHERINE SWABACK

QUESTION 1: What are some challenges and fears that you’ve faced and been able to overcome?

1. Challenges and Fears
   1. Started in advertising
   2. Failing at something new
2. Solutions
   1. Immersion in multifamily
   2. Understand vernacular, key players, and key processes
   3. Learn the operations side of the business
   4. Served in various roles within company
   5. Grow within the organization
3. Achievements
   1. Marketing team growth as a result of the growth of the portfolio
   2. Overhaul, reorganization
   3. Digital visibility
   4. Creation of a strategy sub-department within Marketing team

QUESTION 2: What are the challenges you’ve faced in keeping up with trends in Multifamily?

1. In-house ad and digital agency
   1. Creating one consistent message and sending that out
   2. Industry veterans mixed with new agency talent
   3. Look outside of Multifamily for inspiration and innovation
2. Remain agile
   1. Monitor, stay consistent, stay ahead of competitors

QUESTION 3: Are you seeing more programs to develop new leadership to enter into the Multifamily Industry?

1. Get the word out there
   1. Internship programs
   2. Multitunity – going into college campuses and surrounding areas to look for young, professional talent
   3. Look past local networks to reach possible talent
   4. “This is my office” campaign – showcases great careers

QUESTION 4: What is one tip you can give to others that is unique to yourself – a “success tip”?

1. Work-Life Balance
   1. Shut your brain off
   2. To-do list can grow rapidly so take time to step away from that list

CONNECT

• Alliance Residential
• Catherine Swaback (Twitter) @CSwaback13
• Multitunity

Catherine Swaback, Director of Marketing Strategy at Alliance Residential Company, shares her expertise and insights regarding what it takes to build a great culture of success for Multifamily Operators. She explains how Alliance Residential is attracting and retaining the next generation workforce.

MULTIFAMILY LEADERSHIP SUMMIT 2016 | BUILDING A WINNING CULTURE & BRAND PANEL DISCUSSION | CATHERINE SWABACK

QUESTION 1: How are you promoting your brand internally to your current associates and externally to hiring candidates?

1. Culture
   1. Hire people that value integrity, passion for leadership, innovation, and creativity
   2. Invest in associates – Alliance University facilitates success, long-term career path
   3. Leadership opportunities, career advancement opportunities, continued education
2. Associate Significance
   1. Early adoption is organic
   2. Associates are brand ambassadors
   3. Talent team focused on campaigns that focus on current associates
   4. Why Alliance? Why Multifamily? Associates tell their stories.

QUESTION 2: What is Alliance’s corporate social media strategy and how does reputation management actually play into that?

1. One strategy with multiple components across the board
   1. Corporate strategy is same as specific property social media strategy
2. Social Listening is key
   1. Push-pull model
   2. Learn from what is being said about brand
   3. What kind of content is being posted and shared?
3. Marketing
   1. Work with on-site teams to make sure they understand the importance of Alliance’s digital footprint
   2. Protect brand
   3. Brand sentiment – what are the reviews saying, are they positive or negative?
      1. Responding proactively to reviews, both positive and negative
   4. Retaining residents based on associates

QUESTION 3: How do you train your associates to be responsible with social media and digital footprint?

1. Reputation Management
   1. Associates manage their own profiles
   2. Tools, strategy, and structure given
   3. Set of best practices, on-site training, social media manager to oversee

QUESTION 4: What strategies is Alliance Residential using to leverage the video aspect of everything?

1. Content
   1. Content is key within the video space
   2. Relatable, relevant to target audience and consumer
      1. Identify target audience
      2. Understand nuances between regions
      3. Look at much more than demographic data
2. Storytellers
   1. Tug at the heartstrings in order to fulfill consumer desires
   2. The home is an intimate, personal part of someone’s life
3. Channels
   1. Must be relevant
   2. Content that is adjustable – length, location, and make sure it is shareable
   3. Leverage your brand ambassadors to help tell the story

QUESTION 5: How do your talent and marketing teams work together to support initiatives and what are your pain points?

1. Collaborative Approach
   1. Support for on-site and operations teams
   2. Allow operators to focus on what they do best – leasing
   3. Leverage each other’s strengths, mutual respect for individual abilities
   4. Strength within the group
2. Recruitment Efforts
   1. Talent team comes up with ideas
   2. Collaborate with Marketing team
   3. Identify correct channels to reach the best potential employees
   4. Understand the budget – be effective
   5. Ensure messaging is resonating with the right people

QUESTION 6: What social listening tools are you using to gain that insight?

1. Social Media Manager in-house

1. Site teams encouraged to use Yelp, Facebook, and other pages to see what people are saying
2. Engage in what is being said
3. Grow and understand how to make better decisions

CONNECT

• Alliance Residential
• Catherine Swaback (Twitter) @CSwaback13

In December, many of the nation’s top Multifamily Executives will be gathered together in Scottsdale, Arizona for the highly anticipated Multifamily Leadership Summit. Although we could easily list 100 reasons to attend, we’ll stick with the Top 10 here.

10. Cacti, Cocktails, Coyotes, Oh My! – There is no better place to be in December than Scottsdale, Arizona. The weather will be perfect, the sun will be shining, food will be plentiful, and the atmosphere at the Scottsdale Resort can’t be beat. We sincerely cannot wait to meet you and show you everything that Scottsdale has to offer, including hiking trails, golf courses, heated swimming pools, and over 600 incredible restaurants to serve every tastebud. Oh, and don’t worry, we’ll keep the coyotes at bay.

9. From Properties to Parties – Take a tour of some of the most beautiful Multifamily Properties in the Scottsdale area so you can experience how we do it here in the Valley of the Sun. But it doesn’t stop there. Not only are we going to be touring some of the most beautiful multifamily properties in the area, but you and your crew can explore the Downtown Scottsdale and the Entertainment District.  So cut loose and have fun with a great group of people!

8. Say Cheese! – We will have professional photography and video on-site to capture every amazing moment of this summit. Get magazine quality photos of you with your team to use for marketing purposes all throughout 2017.

7. Who’s Who in Multifamily – The Multifamily Leadership Summit is redefining how conferences are bringing people together. The upscale resort atmosphere and the culture of our conference will provide you access to every level of executive from management companies all across the nation. Due to the confidential nature of the Best Places to Work program, we cannot list all of you who are already registered, but let’s just say that it is a great looking group! Please join with other top ranking executives to meet, greet, and learn from each other.

6. Transformational Leadership – Are you an engaged employee? Do you oversee engaged employees? It turns out that only 30% of employees are actively engaged at work and of the remainder, 17% could be actively disengaged. Join us to discover more about the Multifamily Benchmark Data and what factors drive the level of engagement for employees. 

5. It Starts With You – The Multifamily Leadership Summit is focused on YOU. This isn’t a conference where you’ll be pitched to buy different programs or software that you then have to turn around and pitch to your boss. No way. The content at this event will contain strategies that you can implement for yourself right away.

4. Collective Expertise – Watch, listen, and participate in what is sure to be one of the most powerful Mastermind sessions that the Multifamily Industry has ever experienced. The amount of expertise, experience, and wisdom that will be in this one room will blow your mind and inspire you with innovative ideas to implement in your daily life.

3. We’re All Ears – Have you seen the incredible lineup of high-ranking Multifamily Professionals confirmed to speak at the summit? We’ve been listening to you and tracking industry needs so that we can address important topics during our sessions. Each individual speaker is an expert on his or her topic and is diligently preparing to make this event the most engaging, informative, and inspiring conference of the year.

2. Holy Data, Batman! – We’ll be reviewing in-depth benchmark data from the participating companies to delve into what drives successful employee engagement, thus increasing productivity and profit.

1. Keep Calm and Celebrate On – Join with us to celebrate the 14 Finalists in the Best Places to Work in Multifamily program, congratulate them on this amazing achievement and learn how they rank! Registration to the Multifamily Leadership Summit includes an All Access Pass.

Register Today and Save!!

Register Today and Save!!

Have you registered for the Multifamily Leadership Summit yet? If not, get your tickets fast before the rooms sell out! Time is drawing nearer for the Multifamily Leadership Summit….and hotel rooms are going fast.

Take a peek at our final list of speakers who will bring you high impact results. If you are part of a team, want to drive better results with your teams, learn how to build great teams, dissolve toxic teams and recognize that true success comes from your company’s ability to attract the best, this is for You!

For those of you who are already registered, and those who plan to attend, here is some important information regarding travel, accommodations, and just plain fun for your visit to beautiful Scottsdale, Arizona!

Arrive

For our out-of-town guests that will be flying into Phoenix Sky Harbor International Airport, we want you to know that the Scottsdale Resort at McCormick Ranch just a quick Uber ride away and in the heart of everything Scottsdale has to offer.

For those of you arriving by vehicle, this page will give you specific driving directions from everywhere in the valley. While in the heart of the city, you will notice that the Scottsdale Resort is an oasis with the most beautiful, peaceful atmosphere anyone could desire.

Stay

The Scottsdale Resort at McCormick Ranch is offering a discounted resort rate for Summit attendees so it is important that you take advantage of this offer while rooms are still available. Your summit registration includes all meals on December 7 and 8, which will be catered by the amazing resort chef. After completing the registration process, you will receive a confirmation email with a link to the reservation page at the resort.

Combining modern accommodations with amenities that capture the elegance of historic haciendas of the past, the Scottsdale Resort at McCormick Ranch is both a luxury vacation retreat and an exceptional Phoenix‐area meeting destination. The resort features spacious guest rooms and suites, each with elegant décor and a residential ambiance unique among luxury hotels in Scottsdale. Many rooms offer spectacular views of fairways, gardens and pools.

Play

Ideally situated between the pristine Sonoran Desert and the upscale shopping, restaurant, gallery, and nightlife of Scottsdale, Arizona, the Scottsdale Resort at McCormick Ranch is a AAA Four Diamond resort that has provided a superior guest experience for over 39 years. With easy access to everything Scottsdale has to offer, you can plan your visit to include everything from boutique shopping to getting pampered at the spa and everything in between.

Venture out to the numerous galleries and shops in Old Town Scottsdale or visit the Heard Museum with the largest collection of Native American art in the world. Just minutes away from one of the most concentrated assortment of art collection in the nation. Scottsdale also is home to acclaimed museums, architectural wonders, the Scottsdale ArtWalk, world-class performance spaces and an award-winning public art program.

Bring your appetite and your adventurous foodie spirit. Start with acclaimed chefs creating bold flavors that flirt with your taste buds. Mix in more than 600 restaurants serving up regional and global specialties. Add a dash of sophistication with robust wine lists. Top it all off with fabulous al fresco dining, and Scottsdale’s got the perfect recipe for a foodie’s paradise. No matter what type of cuisine you’re craving, you’ll find plenty of flavors to savor in Scottsdale.

This fabulous resort is just off the Scottsdale greenbelt offering over 11 miles of paved trails traversing through the heart of Scottsdale and an oasis of parks, lakes and golf courses. Also only minutes away from some of the most popular hiking trails in Arizona. Pack your hiking boots and running shoes for an excursion on the miles of trails surrounding The Scottsdale Resort.

Register Today

Not only will attendees learn invaluable information regarding the Multifamily Industry today and how to get better with teams, attract and retain top talent, what makes an organization a “Best Place to Work” and other key issues, but you will also be given the opportunity to experience everything Scottsdale has to offer. We are so excited to have you join us for what will be one of the most important and beneficial conferences you will attend all year.

Please contact us with any questions regarding travel, accommodations, registration, or even if you just want to know where to get the best burger you’ve ever tasted (yes, it is located here in Scottsdale, we promise). [email protected]

Companies have been measuring resident satisfaction for years and the leading indicator for organizational success is the link between employee engagement and the resident experience. Employees are presented with hundreds of opportunities each day to be their best, but it’s the behavior that drives a successful organization, not satisfaction or size. You can be a large company with satisfied employees and not engaged or aligned with the company mission or values – this creates complacency and an unfavorable resident or customer experience.

To learn more about what best in class organizations are doing to improve employee engagement, register to attend the MultifamilyLeadership Summit