That’s according to multi-industry executive, entrepreneur and author Peter Guber, who delivered an impassioned keynote speech at the 2018 Entrata Summit in Park City, Utah. According to Guber, using words like “customers” and “employees” sound transactional and cold. An audience is engaged and ready to absorb your message.
“Audiences expect experiences and you have to delight them,” Guber said. “You have to demonstrate that they have a stake in what’s happening.”
Guber might be on to something. The CEO of Mandalay Entertainment Group is also the executive chairman of the Golden State Warriors and co-owner of the Los Angeles Dodgers and Los Angeles FC of Major League Soccer. He’s the former chairman and chief executive officer of Sony Pictures. That resume indicates that he’s catered to several different types of audiences throughout his career. continue
Killer robots. Job-stealing automation. And impersonal chat bots.
Artificial intelligence has been the talk of tech in recent years, but not all of the conversation has been completely flattering. Despite the popularity of these science-fiction-driven doomsday scenarios that would make Terminator proud, artificial intelligence stands to do more good than harm in the multifamily industry.
At least that’s the takeaway from the Managing Multifamily in an AI World session at the 2018 Entrata Summit in Park City, Utah. To prove it, speaker Darrin Karras, vice president of Watson AI at IBM, shared the many ways Watson has improved work-life balance for associates, made 24/7 customer service a reality and increased employee engagement in companies spanning dozens of industries. continue
At least that’s what the data says.
Multifamily owners and operators are so inundated with messages about data today that it’s easy for them to forget about the true driver of rent growth and occupancy – their people. Their people have to interpret the data and implement action plans based on the data to improve operations.
Fortunately, owners and operators are beginning to remember that they need to put their people first and the data second, even when it comes to entering and interpreting the data. continue
Marketers inherently work smarter today. They have to, thanks to the information age. But they’re also working harder than ever to keep up with a vast array of marketing channels and highly demanding prospects and residents.
Today’s multifamily marketers can adequately measure the effectiveness of their campaigns, reach millions of prospective residents with the tap of a finger, and target their advertising to exactly the right audience. For all the benefits these digital marketing tools have created for the marketing discipline, there is one challenge that’s becoming a never-ending battle — there aren’t enough hours in the day to manage every marketing channel and meet resident and prospect needs.
To avoid working non-stop 24/7 or managing massive teams that can cover the tasks 24/7, today’s multifamily marketers are turning to technology and outsourced services to help them work smarter, not harder. Call centers, chatbots, marketing automation and lead management tools are empowering marketers to be more effective and more efficient. continue
His creative methods helped morph Beats by Dre headphones into a $1.1 billion company. He helped spearhead a viral social media campaign for the movie Straight Outta Compton that had much of the nation creating personalized memes inspired by the film.
And on Sept. 12, Omar Johnson enlightened Entrata Summit 2018 attendees with insights that could improve multifamily marketing in a keynote session in Park City, Utah. The marketing executive, who also utilized his outside-the-box approach to serve as a boon to the product development of Coca-Cola, Nike, Kraft Foods and others, shared how Beats became an international phenomenon and encouraged apartment professionals to dedicate increased focus on the emotional cravings of their residents and prospects. continue
In the opening keynote of Entrata’s 2018 Summit, CEO Dave Bateman and President Chase Harrington announced partnerships with Google, IBM Watson and a generally available integration with Amazon Alexa:
It’s September. The air is cooling, lending crisp edges to warm days. Pumpkin spiced is sneaking back onto menus everywhere. Football season is underway. And students have returned to their classes. If you work in student housing, that means you’ve just survived some of the most critical days of the calendar year.
Rather than taking a well-deserved rest, we think the days and weeks following turn are an ideal time to review processes and evaluate technologies. So Entrata brought together Student Housing experts from Aspen Heights, CA Ventures, and The Collier Companies at the Summit in Park City to do just that. continue
Many companies believe they are providing superior customer experiences because they hit the mark on several key touch points. But what if many of those touch points are actually myths?
Luke Williams examined that concept at the Entrata Summit 2018 in Park City, Utah, offering a divergent perspective for apartment-industry professionals who generally subscribe to a series of service-related myths. The Head of CX and Thought Leadership at Qualtrics outlined six customer experience (CX) myths that often befall businesses and cause damage to their brands.
“People believe myths because they often tread on truths,” Williams said. “I aim to define a line in the universe between the things that are true and not true.”
Also a New York Times bestselling author, Williams imparted ideas to conquer these myths and provided the multifamily-rich audience with outside-the-box thoughts for how to approach CX in the industry. continue
Each year at the Summit, Entrata shares the spotlight with an organization that is doing the work of making our world a better place. We share their stories and make donations in the name of our clients and Summit attendees.
This year, our efforts are tripled, and the Summit giving initiative covers three unique and powerful organizations. They include: continue
In the days of instant gratification, a missed call from an apartment prospect can be exceedingly detrimental. In fact, that call might have been your only chance, because today’s prospects often immediately move on to the next community.
If a prospect is calling, you’ve already conquered a key hurdle by generating interest in your community. The initial call is often the first touch point with your property and your brand, and Entrata leasing centers alone handled 2.1 million calls in the last 12 months. This is no time to alienate these prospects – it’s time to bring them home, literally, as a resident of your community. continue