5 Ways to Make Video Work Harder for Your Multifamily Community

Video isn’t just for brand awareness anymore—it’s one of the most effective tools multifamily marketers can use to reach renters earlier, stand out from competitors, and stay top-of-mind throughout the leasing journey. At Podcast Palooza in Las Vegas, Kristi Fickert, SVP of Growth and Marketing at Kurie, joined Ronald Harrington on Rooms with Ronald to share actionable ways properties can maximize video marketing.

From streaming TV to sequential storytelling, Kristi explained how even one video can create impact across dozens of channels. 

🎥 You can watch the full interview here: 

But if you’re short on time, here are five takeaways you can put into practice right now:

1. Streaming TV is Affordable—and Underrated

For years, TV ads were out of reach for multifamily marketers. But with today’s Connected TV (CTV) and streaming platforms, ad buys are now affordable, trackable, and hyper-targeted.

👉 Action: If you haven’t tested streaming TV yet, start small by targeting renters at your competitors’ properties with a geofencing + CTV campaign and/or a website retargeting campaign. Remember, only about 20% of the industry is doing this—but that still means your competitors could be reaching your prospects first.

2. Think Sequentially, Not “One-and-Done”

Too often, properties repeat the same message: “Luxury amenities, resort-style pool, spacious two-bedrooms.” Renters tune out quickly.

Kristi suggests treating your video strategy like a drip campaign:

• Video 1: Brand awareness (introduce your community)

• Video 2: Social proof (ratings, reviews, fast response times)

• Video 3: Specific needs (availability, promotions, lifestyle differentiators)

👉 Action: Map out a 12-month video storyboard instead of creating content reactively. This avoids ad fatigue and tells a compelling, evolving story.

3. Start with Just One Video

Overwhelmed by the idea of a full-blown video strategy? Kristi’s advice: start small. One well-produced 30-second video can be repurposed across many platforms:

• ILS listings

• YouTube

• Meta (Facebook/Instagram)

• PPC ads

• Streaming TV

• Website homepage

• TikTok

👉 Action: Identify your prospect's #1 pain point or your community's differentiator—and create one video that highlights and proves why you're the best choice. Then distribute it everywhere.

4. Use AI to Scale Smarter

AI won’t replace your creative team, but it can save time. Kristi uses it to draft scripts, brainstorm storyboards, and shorten videos for different formats.

👉 Action: Try AI for talk tracks or editing, then polish it with your brand voice. It’s a shortcut to scaling video content without adding headcount.

5. Authentic Beats Perfect

Renters don’t expect a movie set—they want real, authentic video. That means raw, personalized content often outperforms polished production.

👉 Action: Give your team permission to “just hit record.” Practice builds confidence, and authentic moments connect more deeply with prospects.

Looking Ahead: Video Is Non-Negotiable

Generative search and AI-driven summaries are reshaping how renters find apartments. Video content is already three times more likely to be cited in AI-generated results. Soon, video won’t be optional—it will be the price of entry.

How Kurie Helps

Kurie exists to make video easy, affordable, and effective for multifamily:

1. Always-Fresh Creative – Monthly video subscription plans for every marketing touchpoint.

2. Streaming TV – Put your community front and center on Hulu, Paramount, Disney+, and more, where renters are watching.

Ready to stay ahead of the curve? Contact us to learn how we can help you launch smarter video campaigns.