Beyond the Job Post: New Video Series Tells Fresh Industry Stories

In late 2023, the Apartment Association of Metro Denver began exploring video advertising
concepts—through podcasts and other short-form content—to expand our reach beyond traditional channels. While property management is a large industry, it remains a niche market, often surrounded by mystery about what we do each day and the career paths available. What began as an idea at the 2024 AAMD Leadership Retreat among our LEAP team (Leadership, Execution, and Action Planning) has evolved into one of the association’s most exciting career awareness initiatives to date. Now, just a year later, that vision is becoming reality with the debut of five professionally produced storytelling videos spotlighting real multifamily professionals and the dynamic career paths within our industry.

We called upon our AAMD network with a simple ask: Tell us your story. The people featured are volunteers who joined the project to share their journeys in hopes of connecting with and welcoming new faces to multifamily. Each three-minute video features an authentic voice from the field—Leasing Professionals, Maintenance Supervisors, Community Managers, and more—sharing how they found their way into multifamily, what keeps them passionate, and where the industry has taken them. Filming locations were also chosen with intention; our backdrop needed to reflect the spaces where we work every day. Through partnerships across the AAMD community, we secured two beautiful properties to showcase amenities, office life, and behind-thescenes operations. A common theme throughout each video is the sense of pride every participant carries. As Community Manager Nathan Navratil shared, “We need to show people we are not a big, greedy corporation and that there is so much more to property management.”

These videos will soon live on the Careers tab of ProApartments. com, giving job seekers the chance to do more than simply scroll through listings. They’ll be able to step into a story, hear from someone who’s walked the path, and see what’s possible. We want them to see themselves in this industry—and to understand how easily they can transition from other
fields such as hospitality or the trades. Whether it’s a leasing role that leads to regional leadership or a technician role that grows into a Director of Maintenance position, the message is clear: multifamily is not just a job. It’s a career with real growth, mentorship,
on-the-job training, and education.

To expand our reach, each video is also being edited into 90-second, 30-second, and 15-second versions, allowing AAMD to distribute them across digital advertising campaigns, social media platforms, and even career fairs. This multi-tiered approach ensures broad visibility and strong engagement, especially among younger audiences and those considering a career change.

“A lot of people don’t fully understand the breadth of what we do,” says project co-producer Amy Mark. “There’s a misconception that apartment careers are limited to collecting rent or responding to maintenance requests. These videos help shift that narrative by highlighting the depth, purpose, and opportunity that truly define our industry.”

Fellow co-producer, Clover Sharpe, expanded on that message, sharing, “What inspired us most was how genuinely people spoke about their work. These stories prove that multifamily isn’t just a steppingstone—it’s a place where you can build a lifelong career, find mentorship, and make a real impact on the communities you serve.”

Alongside this series, AAMD is launching targeted digital ads to funnel job seekers directly to ProApartments.com, where they’ll encounter not just open positions, but the people behind them. The goal is to elevate perception—to spark interest, break stereotypes, and show that property management is a place where professionals can grow, lead, and thrive. As Area Director Katie Hudson noted, “For the next generation entering property management, I think there is so much opportunity. Great benefits and a lot of flexibility—you don’t actually need a college degree to do it.”

Whether you're in the field, behind the desk, or managing a portfolio, this project celebrates the full spectrum of what it means to build communities and careers in multifamily.

Stay tuned to AAMD and ProApartments.com for the video launch, and help us share what makes this industry such a powerful place to grow.