INDUSTRY
“ While property management is a large industry, it remains a niche market surrounded by mystery. These storytelling videos pull back the curtain, showing real people, real journeys, and the dynamic career paths that make multifamily such a vibrant profession.”
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.
Clover Sharpe is the Director of Talent and Branding at Zocalo Community Development
Amy Mark is the Asset Manager at MIG Real Estate
www. aamdhq. org TRENDS JANUARY 2026 | 11