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NAA Student Housing Conference & Exposition

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Breakout Sessions

Tuesday, February 14
Wednesday, February 15

1:45 p.m.-2:45 p.m.

TUE-A01 Designing the Student Housing Community of the Future, Today

TUE-A02 Make Your Community Thrive with Facebook Live

TUE-A03 Join the W-EHO ‘Radio Show:’ We're Student Housing, We're Different!

TUE-A04 Return on Energy: Utility Management That Works

3:00 p.m.-4:00 p.m.

TUE-B01 Prevent the Drama, Ask the Momma

TUE-B02 Better Living Through Analytics: Creating Lasting First Impressions with Data Insights

TUE-B03 The Future of Digital Design: Integrating Performance with Lasting Emotional Connections

TUE-B04 Answering the 3:00 a.m. Call: Emergency Management for the Modern Era

10:45 a.m.-11:45 a.m.

WED-C01 One Good Turn Deserves Another: Preparing for the Unexpected!

WED-C02 Seeking Professional Help: Leasing Success Stories for Markets of All Sizes

WED-C03 Social Media Wins Anyone Can Manage

WED-C04 Cutting-Edge Management: Sharp Tips vs. Dull Tools

3:00 p.m.-4:00 p.m.

WED-D01 Big Ideas for Not-So-Big Markets

WED-D02 From Applicant to Resident: Optimizing the Leasing Experience

WED-D03 Parents Just Do Understand: High Value Services in Student Housing

WED-D04 The International Student Journey: More Than Just Heads on Beds

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Welcome
- About
Register
Schedule
- Conference Schedule
- Exposition Schedule
Sessions
- General Sessions
- Breakout Sessions
Resources
Travel
Exposition

The National Apartment Association (NAA) is America’s leading advocate for quality rental housing. NAA’s mission is to serve the interests of multifamily housing owners, managers, developers and suppliers and maintain a high level of professionalism in the multifamily housing industry to better serve the rental housing needs of the public.

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P: 703-518-6141
F: 703-248-9440
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© 2021 NAA Student Housing Conference & Exposition

TUE-A01 Designing the Student Housing Community of the Future, Today

TUE-A01 Designing the Student Housing Community of the Future, Today

Industry Trends

What does it take to win with student residents across college and university communities nationwide: an understanding of design elements embraced by student housing communities across the nation proven to increase occupancy. Shifting trends in students’ living habits influence community design—better grasp which trends translate into new amenities, services and more to create a winning property that meets and exceeds residents’ demands.

Speakers:

Faith Hawks, AIA, LEED AP, Principal, Marks Thomas Architects
Sanj Kakar, Senior Vice President, Acquisitions, Reliant Group
Laurie Lyons, Partner, Cardinal Group
Chris Moreno, VP of Multifamily Partnerships, Luxer One (moderator)

TUE-A02 Make Your Community Thrive with Facebook Live

TUE-A02 Make Your Community Thrive with Facebook Live

Marketing

Social media is ever-evolving, and with Facebook’s addition of Facebook Live, streaming video has become the next “new” innovation that you can leverage for your community. Join social media and video experts for this exploration of Facebook Live best practices including staging, legal and engagement, as well as four distinct ways to use this tool to help your community thrive. Be ready to brainstorm and share via Facebook Live because we want to hear from you, too!

Speakers:

Beth Doty, National Sales Director, Capture the Market
Maria Filippone, Director of Marketing, Peak Campus
Jodi Mott, Social Media/Internet Specialist, Cortland Partners
Kelly Quattlebaum, Director of Marketing, CallMaX, an MRI Software Company (moderator)

TUE-A03 Join the W-EHO ‘Radio Show:’ We're Student Housing, We're Different!

TUE-A03 Join the W-EHO ‘Radio Show:’ We’re Student Housing, We’re Different!

Legal Issues

Join us as a member of the No.1-rated W-EHO fair housing radio show “live studio” audience as “The Fair Housing Lady,” Nadeen Green, and her studio guest, Alex Jackiw, a nationally-recognized real estate executive, discuss hot legal topics ranging from companion animals to marijuana to accessibility issues to transgender roommate matching. Join in as a ‘caller’ and ask those questions you’ve always wanted to know or always thought were just too taboo!

Speakers:

Nadeen Green, Senior Counsel, For Rent Media Solutions
Alexandra Jackiw, President, Milhaus Management, LLC.
Craig Meddin, CAS, CEO, The Postal Solutions Companies (moderator)

TUE-A04 Return on Energy: Utility Management That Works

TUE-A04 Return on Energy: Utility Management That Works

Operations

The third-largest expense for a student housing asset is utilities, and understanding how to best control this spend is critical to successfully managing your property. Industry experts will offer an overview of the most common utility strategies in use today—as well as their benefits and drawbacks—including placing utilities in the name of the property or student, billing for actual usage versus allowances, and who in the organization should be managing these efforts.

Speakers:

Nicole Beach, Director of Training & Systems, The Scion Group LLC
Kevin Howe, CPM, Vice President – Operations, Landmark Properties, Inc.
Eddie Moreno, Vice President of Operations, Cardinal Group Management
Colin Heller, Chief Operating Officer and Co-Founder, SimpleBills Corporation (moderator)

TUE-B01 Prevent the Drama, Ask the Momma

TUE-B01 Prevent the Drama, Ask the Momma

Industry Trends

It’s important that your property attracts students, but equally important is the decision made by the parents—the mom in many cases. Four moms of college-age students will fill in the blanks about what they are searching for when deciding on housing for their kids. What do they want to see? What’s most important to them? What effects, if any, do the leasing professional or management company have on the sale? They will share their experiences with student housing and let you know what you need to do to get parents to co-sign leases.

Speaker:

Lisa Trosien, Owner/President, ApartmentExpert.com

TUE-B02 Better Living Through Analytics: Creating Lasting First Impressions with Data Insights

TUE-B02 Better Living Through Analytics: Creating Lasting First Impressions with Data Insights

Leasing

An abundance of time and resources are involved in creating leads for our communities, but what now? When combining an information-driven society with increasing apartment supply, there is an even greater need to demonstrate the value proposition to customers. Explore how to create a customized and lasting first impression with leads, prospects, and residents. Using insights derived from analytics, the importance of exceeding expectations and differentiating yourself from your competitors through great customer experiences will all be examined, as well as the tips and tools used to increase the perceived value of communities by creating lasting relationships with customers.

Speakers:

Irini Boeder, Assistant Vice President of Marketing, Lincoln Property Company
Laurie Lyons, Partner, Cardinal Group
Nicole Salmieri, Senior Director of Marketing, WinnCompanies
Francis Chow, Chief Strategy Officer of Ellis, Partners in Management Solutions and Co-Founder of Renter’s Voice, Ellis, Partners in Management Solutions (moderator)

TUE-B03 The Future of Digital Design: Integrating Performance with Lasting Emotional Connections

TUE-B03 The Future of Digital Design: Integrating Performance with Lasting Emotional Connections

Technology

To stay current with today’s growing smartphone generations, mobile-first website builds are becoming essential to performance. The future of website design caters to a student’s endlessly scrolling (or swiping) thumb, creates a lasting emotional connection with your brand, and feeds users unique visuals that tell your community’s story. Our panel of top multifamily technologists and marketers share website designs that fit the industry’s future users, show an effective blend of engaging visuals and advanced web technologies that successfully connects students to your community, and, most importantly, share performance data on scrolling page architecture websites, a true mobile-first build.

Speakers:

Maria Filippone, Director of Marketing, Peak Campus
Barrie Nichols, Vice President of Sales and Marketing, University Student Living
Steven Ozbun, President, LeaseLabs

TUE-B04 Answering the 3:00 a.m. Call: Emergency Management for the Modern Era

TUE-B04 Answering the 3:00 a.m. Call: Emergency Management for the Modern Era

Operations

It’s 3:00 a.m., and you get the call: There is an emergency at your community. Are you ready to handle it? In student housing, emergencies can run the gamut from a power outage to a gas leak or, in the worst-case scenarios, a fire or shooting. The one thing they do have in common is that they occur when least expected. Our panel of law enforcement experts underscores the value of emergency preparation and illustrates the importance of active shooter trainings. Also up for consideration is the very real threat hackers pose to the industry.

Speakers:

Ryan Byrd, Chief Information Officer, Entrata
Sam Davis, Training Director, Priority One Security
Miles Orth, EVP & COO, Campus Apartments
Jerry Wojenski, Executive Vice President/Chief Operating Officer, NDG Student Living

WED-C01 One Good Turn Deserves Another: Preparing for the Unexpected!

WED-C01 One Good Turn Deserves Another: Preparing for the Unexpected!

Operations

With many turns occurring in fewer than 10 business days, it is critical to be absolutely prepared for one of the industry’s largest controllable operational expenses.
All aspects of the apartment turn are up for discussion: Early pre-planning, bid preparation for vendor selection, advanced ordering of turn supplies, carpet and furniture, scheduling for timely resident move-outs reducing holdovers, and staff and vendor scheduling. Also on the slate is a conversation outlining how successful turns affect new move-ins, which in turn directly influence a first-time resident’s decision to renew.

Speakers:

Joe Guarna, VP of Customer Success, HappyCo
Amanda Livesay, Community Manager, The Quarters on Campus
Dennis McCauliff, Regional Vice President, American Campus Communities
Jennifer Messina, Marketing Director, San Miguel Management
Tana Higginbotham, Senior Vice President, Pierce Education Properties (moderator)

WED-C02 Seeking Professional Help: Leasing Success Stories for Markets of All Sizes

WED-C02 Seeking Professional Help: Leasing Success Stories for Markets of All Sizes

Leasing

Do you have a community in need of a re-brand? How about a value-add asset that you need to stabilize? What about that core asset that seems to be falling short of maximum return? No need to reinvent the wheel to hurdle these challenges—just listen to the professionals reveal their strategies and tactics for achieving leasing and financial success with assets in their own portfolios across markets of all sizes.

Speakers:

Adam Byrley, Executive Vice President of Property Management, The Preiss Company
Colin Cronin, Vice President and Co-Owner, DTN Management
Dan Oltersdorf, SVP of Campus Relations and Residence Life, Campus Advantage
John Rutherford, Industry Insider & Consultant, 904 Consulting (moderator)

WED-C03 Social Media Wins Anyone Can Manage

WED-C03 Social Media Wins Anyone Can Manage

Marketing

It often seems like there aren’t enough hours in the day: Putting out fires and working to get new leases doesn’t leave your team with much time to post on your property’s social media accounts, despite social media being the hub of modern student life. Solve this dilemma by creating minimal content with maximum impact, in addition to leveraging your residents and their posts. Leave this session armed with compelling, ready-to-use content ideas, strategies for connecting with students on the platforms they prefer, and metrics that will help you align social efforts with leasing objectives.

Speakers:

John Hinckley, CEO, Modern Message
Maureen Lannon, Senior Vice President of Marketing , Pierce Education Properties
Jill McNiesh, Manager of National Property Marketing Programs, Greystar
Mike Whaling, President, 30 Lines (moderator)

WED-C04 Cutting-Edge Management: Sharp Tips vs. Dull Tools

WED-C04 Cutting-Edge Management: Sharp Tips vs. Dull Tools

Leadership

The importance of innovation and efficiency in student housing can never be understated: With students as clients, you have to know how to satisfy this tech-savvy next generation of leaders, as well as their parents, while at the same time meeting the needs of a workforce comprising mostly students. To guarantee success, you need to look forward, not back, by adjusting your outlook from “hoping for the best” to managing leading indicators in operations, sales, and customer service.

Speakers:

Steve Matre, CPM, Director- Education & Human Resources, Banner Property Management
Patty Morgan-Seager, Owner & President, Seager Marketing

WED-D01 Big Ideas for Not-So-Big Markets

WED-D01 Big Ideas for Not-So-Big Markets

Marketing

Tier two and tier three markets can sometimes go unexamined when it comes to big ideas but not this session! Expert panelists will discuss 10 unique marketing and leasing themes for these markets and offer insider knowledge on how to be successful, as well as present fresh statistics from a housing survey of university officials, students, and parents in smaller markets. Even better? The panelists will present several new and trending ideas on each of the 10 themes designed to drive traffic and close leases.

Speakers:

Emily Austin, National Training and Leasing Director, Grand Campus
Margaret Osborn, President, WhiteHot Marketing
Katy Smerko, Vice President of Leasing, Campus Advantage
Jessica Nix, Vice President of Marketing and Leasing, Campus Life and Style (moderator)

WED-D02 From Applicant to Resident: Optimizing the Leasing Experience

WED-D02 From Applicant to Resident: Optimizing the Leasing Experience

Technology

For many apartment communities, it takes more time and information to fill out an application for an $800 per month unit than it does for a credit card with a $50,000 limit. A recent study of more than 20,000 leases uncovered trends and strategies for best improving the leasing experience for both property managers and their residents. Understand the factors of leasing that contribute to or detract from a prospect’s decision to complete an application and renew, as well as learn new techniques to engage your residents throughout the entire leasing process.

Speakers:

J.D. McLeod, Regional Manager, Campus Evolution Villages
Ketkeo Orsak, Learning and Development Business Partner, Aspen Heights
Chase Harrington, Chief Operating Officer, Entrata (moderator)

WED-D03 Parents Just Do Understand: High Value Services in Student Housing

WED-D03 Parents Just Do Understand: High Value Services in Student Housing

Operations

Beautiful computer labs that look like they were designed at the Apple engineering lab, modern finishes that put mansions to shame, and faster-than-fast Internet connections get all the attention, but sometimes it’s those seemingly mundane options offered to students that generate longest-lasting good for their futures. From services that build credit history and protect identities to basic financial education classes, many student housing operators have discovered ways to add value for students that only their parents might understand.

Speakers:

Greg Ebbert, Senior Director, Advantage Solutions, Greystar
Alex O’Brien, President, Cardinal Group Management
Erik Brue, Vice President, Experian RentBureau (moderator)

WED-D04 The International Student Journey: More Than Just Heads on Beds

WED-D04 The International Student Journey: More Than Just Heads on Beds

Industry Trends

The international student market continues to flourish, and to provide superior service to this student segment, one first needs to understand their journey. Expect an extensive look at the first steps these students take to attend college in the U.S., the excursion from home to school, the impact of their resident experience, and the factors that determine whether they remain in the country or return home. Factors up for examination include the effects of foreign social media and online word of mouth, the move-in experience, positive staff interactions, the language barrier, and the ongoing living experience.

Speakers:

Ryan Hand, Head of Real Estate- US, Student.com
Sabrina Hunt, Property Manager, Peak Campus
Joshua Melching, International Resident Director, Asset Campus Housing