Kurious Conversations Episode 2: A Smarter Way to Test New Marketing Ideas

Every multifamily marketer has been there...

You find a new marketing strategy you’re excited about. Maybe it’s streaming TV. Maybe it’s AI. Maybe it’s TikTok ads.

You finally get approval to test it…and then 30 days later someone asks:

“So, how many leases did we get from it?”

In Episode 2 of Kurious Conversations, Kristi Fickert sits down with Renee McIntyre, Vice President of Marketing at Scully Company, to talk about something we're all wondering:

How do you properly test and evaluate new marketing ideas?

Well, there’s no magic formula. But Renee suggests a smarter way to approach beta testing new strategies.

Throughout the conversation, Kristi and Renee unpack the realities marketers face when rolling out new initiatives with tight budgets, high expectations, and in an industry where every marketing dollar is expected to prove itself quickly.

One of the biggest takeaways from the episode is the importance of defining success before a campaign ever launches.

Testing a new idea successfully isn’t just about turning on a campaign and waiting for results. It’s about understanding:

• where the tactic falls within the renter journey
• what metrics actually make sense to evaluate
• how seasonality and other external factors may impact performance
• and whether multiple variables are being tested at the same time

The conversation also explores the internal side of testing new ideas:
how marketers communicate expectations to operations teams, executives, ownership groups, and other stakeholders who may not naturally think in terms of a strategic marketing funnel.

While marketers understand concepts like impressions, attribution, and brand awareness, explaining why those metrics matter internally can sometimes become just as important as the campaign itself.

The episode offers a look at the balancing act marketers face every day:
being innovative enough to evolve while still being strategic enough to measure success realistically.

While we're all still waiting for someone to hand us the “magic formula”- curiosity, thoughtful testing, and asking good questions seem to be working pretty well. ;)

🎥 Watch the full episode of Kurious Conversations with Renee McIntyre here:

Interested in seeing more conversations? Watch Episode 1 here!

Stay Kurious.