Marketing that speaks to residents.

High-quality marketing--whether through printed materials, online efforts or community outreach--keeps potential residents walking through the leasing office door. This issue of UNITS focuses on the marketing and advertising strategies that have helped apartment companies close more leases and cut costs.

KSI Management's tax-credit marketing strategy has generated greater traffic and higher occupancy. In High-Class Marketing for Low-Income Housing, page 22, find out how KSI brought its portfolio-wide occupancy rate from 93 percent two years ago to 97 percent today.

In Creative Control, page 28, Kari Shideman shows how Dominium Management Services eliminated expensive outsourcing and created consistent marketing with its in-house design studio.

As part of its marketing mix, Madison Apartment Group offers prospects the option of paying a security deposit alternative. Anne-Marie N. Niklaus explains how Madison's amenity helps residents reduce move-in expenses in No Deposit, No Problem, page 44.

This issue of UNITS also highlights emerging fair housing concerns for apartment owners.

A recent legal suit brought against Craigslist illustrates the confusion regarding fair housing law and individual apartment listings in online public forums. Read Craigslist Suit Raises Red Flags by Rosmond Jones Dolen Esq., page page 31.

If decorating for the 2005 holiday season caused you legal conflict, you are not alone. With the Easter season fast approaching, what is an apartment owner to do? This year, don't let fair housing violations rain on your Easter parade. Read Fair Housing v. The Easter Bunny, page 34, by Steven J. Edelstein.

As public interest groups work to expand the scope of fair housing laws, apartment managers must reassess their responsibilities. In Sensitivity, Sensibility & Disability, page 38, Charles Edwards and Theresa Sprain address the implications of the Fair Housing Act Amendments with regard to reasonable accommodations.

More than 430 NAA members discussed pressing issues for the apartment industry during their record 246 visits to legislators' offices on Capitol Hill on March 15, the climactic event of the four-day 2006 NAA Capitol Conference in Arlington, Va. See highlights on page 48 in 2006 NAA Capitol Conference Participation Hits Record High.

After the success of the Capitol Conference, we turn our attention to the 2006 NAA Education Conference & Exposition, June 17-19 in Denver, Colo. With the largest captive audience of apartment industry decision-makers, there is no better place than the NAA Education Conference & Exposition for a company to showcase its products and services, introduce a new company name or build on a strong branding campaign.

Find out how the 11 Platinum Sponsors are capitalizing on this opportunity on page 60 in Your Brand Goes Here: Right Here, Right Now!

For more details on the 2006 NAA Education Conference & Exposition--including the lineup of top-notch speakers and unforgettable events--see the Registration Brochure between pages 64 and 65. Don't forget to register for the conference by filling out the form on page 58 or online at www.naahq.org/educonf.