$100K Lease-Stakes 
If you weren’t able to attend AAMD’s TechCon 2025, Denver’s premier innovation and technology conference for the multifamily industry, don’t sweat it. We took notes.
From AI breakthroughs and brand storytelling to social media strategy and marketing mindset shifts, the conference delivered fresh insights for multifamily marketers facing the daily grind of high expectations, limited bandwidth, and mounting pressure to produce results.
Whether you manage marketing for 10 properties or 100, here are the best lessons from the conference, plus some expert tips on how Digible can help you put these ideas into action.
1. Social Media is a Storytelling Engine, Not Just a Feed
During the panel “Amplify the Experience Through Social Media,” Tony Sousa shared a simple but powerful truth: “The world wants to celebrate with you.” Whether it’s a pet-friendly event, a resident giveaway, or a new amenity, these are the moments that bring properties to life.
If your content feels stiff or overly promotional, it’s probably not connecting. Instead, Tony encouraged marketers to find the “buckets” of their brand (like community engagement, pet-friendly living, or staff highlights) and post consistently in those categories.
His advice? “Don’t change those buckets too fast. Keep them for a quarter or six months and just consistently drop pieces of content in.”
How You Can Use Social Media
Create 3-5 consistent “brand buckets” that align with your property’s identity. For example, if your audience is young professionals, highlight resident networking events, eco-friendly initiatives, and smart tech amenities.
Struggling to come up with content ideas for your social channels? Steal one of our 30 apartment social media post ideas to help increase engagement and leases for your property!
Erica Sanchez, Toshi Rogers, and Tony Sousa
2. Don’t Be Afraid to Get Vulnerable
Tony also touched on a theme many marketers shy away from: vulnerability.
“Some of the most viral interactive posts have been the most vulnerable, authentic ones,” he said. That means owning mistakes, sharing the real resident experience, and telling the ongoing story of your brand evolution.
How You Can Get Vulnerable
Post a behind-the-scenes story about a maintenance win or a heartfelt resident testimonial. These moments build trust and create emotional connection.
3. AI Isn’t Just a Buzzword – It’s a Productivity Tool
Mike Wolber, from the Modern Multifamily podcast, covered the topic “AI Prompts: Hacks for Everyday Wins,” which was packed with actionable insights. His key message? “Prompting is one of the most important things when it comes to engaging with an AI agent.”
Referencing OpenAI’s Greg Brockman, he emphasized four prompt pillars: goal, return format, warnings, and context. “The more you feed via a prompt, the better you’re going to get,” he said.
Mike demonstrated how AI tools like ChatGPT, Gemini, and Notebook LM can streamline daily workflows, from summarizing lengthy earnings reports to turning meeting transcripts into podcast-style summaries for busy teams. In short, the right AI tools save time, reduce redundancy, and increase your team’s efficiency.
How You Can Use AI
Use ChatGPT to create a weekly leasing update from your CRM notes or have Gemini summarize monthly performance reports into digestible formats for property stakeholders.
Digible’s own AI-powered marketing platform, Fiona, leverages machine learning and predictive analytics to recommend smarter media strategies and measure campaign performance across properties. Say goodbye to data silos and hello to clarity.
4. Consistency is King
“Social media is like the gym,” Tony joked. “You can’t go once and expect results.” Showing up every day, whether it’s a quick Instagram story, a Google post, or a comment on a resident’s photo, builds brand equity and trust.
It’s also a huge differentiator in crowded markets where renters are vetting your online presence before they ever schedule a tour.
How You Can Use Consistency
Set a realistic goal, like three posts per week, and stick with it for one quarter. Align content with your leasing cycle (e.g., highlight amenities in peak touring season).
With tools like Digible’s Fiona Google Business AI Posts, you can automate consistency across your local SEO presence. From GBP updates to AI-generated captions, we help you stay visible without adding more to your plate.
5. Show Up Authentically, But Strategically
When asked about the most important mindset shift marketers should make, Tony didn’t hesitate: “Care less about the stuff that doesn’t matter.”
His point? Stop worrying so much about what others might think of your content, and start focusing on the people it’s for.
That means leaning into real stories, real people, and real value. It also means ditching “set it and forget it” strategies in favor of agile content that aligns with your property’s unique identity.
How You Can Show Authenticity
Empower onsite teams to create video content showing day-in-the-life moments. Then, use data to guide where and when to promote it.
6. Operational Insights in Minutes, Not Days
Another standout takeaway from Mike’s session: AI can turn performance data into action-ready insights fast.
From using AI to prepare for performance reviews and interviews to summarizing team meetings and resident sentiment analysis, he showed how tools like GPT can help leaders focus on what matters most. “It’s still a human conversation,” Mike reminded the crowd, “but AI helps you show up prepared.”
How You Can Use Operational Insights
Upload your paid media performance reports to an AI tool and ask it to identify trends, outliers, or channels with the highest lead-to-lease ratio.
Ask us how Fiona Analytics and our proprietary reporting stack can help you surface real-time insights about campaign performance, lead quality, and cost efficiency without the spreadsheet chaos.
Mike Wolber, Chief Sales Officer at Apartment List
Why Digible Shows Up for TechCon
Reid Wicoff, Digible’s CEO and co-founder, shared why this event is personal. “This was the first conference I ever attended after starting Digible in 2017. It’s great to come full circle,” he said.
Reid reminded attendees that Digible isn’t just a vendor, we’re a partner focused on three pillars: performance, data & tech innovation, and unbeatable customer experience.
“About a quarter of our team are engineers and data scientists. They’ve changed how we think about digital marketing and how we deliver results for our clients,” Reid said.
But even with advanced tech and AI powering campaigns, Reid emphasized the continued importance of the human touch, deeply understanding client challenges and offering solutions that are not only effective but also collaborative.
It’s this balance of cutting-edge tools and hands-on support that makes Digible a true partner for property teams navigating today’s digital landscape.
Couldn’t Attend TechCon? Let’s Catch You Up
If you missed us at AAMD TechCon 2025, we missed you too, but there’s still time to connect.
Whether you want to talk about marketing AI, full-funnel strategy, or how to consolidate your vendor stack, Digible is here to help.
Book a free strategy call to see how we can tailor a marketing plan that works for your property portfolio.
