You Built the Product.
Lustra Builds the Story That Lands With the People Who Buy It.
Lustra works with PropTech founders and vendor and supplier companies selling into multifamily — building GTM strategy, positioning, and audience content grounded in nineteen years on the buyer's side of the table.
Certified in AI strategy through Anthropic Academy - the team behind Claude.
MOST MARKETING CONSULTANTS COME WITH A TEMPLATE.
Lustra comes in with a question: What does an operator need to hear before they say yes to your product, and where is your current story losing them? The answer looks different every time. That's the point.
STRATEGY HAS TO UNDERSTAND THE FULL BUSINESS.
Lustra's positioning work is grounded in revenue management, asset management, and renter experience — the three lenses an operator is weighing your product against, whether they say so out loud or not. A GTM story that only speaks to one of them isn't really a strategy. It's a pitch. There's a difference, and it shows up in your close rate.
AI WORKS BEST WHEN IT IS TREATED LIKE A TEAM MEMBER, NOT A TOOL.
Lustra's AI approach is modeled on a centralized leasing team built to think, adapt, and operate alongside on-site staff, not replace them. That same philosophy shapes how I help PropTech and vendor teams position their own AI capabilities credibly, not as hype, but as something an operator can trust.
THE BEST ADVISOR STANDS BESIDE YOU.
Lustra is a working partner, not a deck presenter. That means being honest about what's not working, asking questions before making recommendations, and building a strategy you can execute with your team, your timeline, and your resources.
Strategy Built for How Multifamily Buys
The multifamily industry has no shortage of vendors pitching AI. What it's short on is people selling into it who understand how operators evaluate a new tool, and know how to bring AI into the story credibly instead of as a buzzword.
It's true, as an industry partner, you have no shortage of marketing consultants.
What it’s short on is strategic partners who understand the full business and know how to bring AI in as a true collaborator to help partners scale quickly.
Miguel Gutierrez
Founder & CEO | Board Advisor
“I had the pleasure of working with Katie Nelson for over a decade. As the founder of Lustra Multifamily Consulting, Katie brings the same creativity and business-minded execution that consistently sets communities apart. Her deep expertise in multifamily marketing makes her an invaluable partner to any multifamily owner or operator.”
Dani Black
CFO | AppWorks
"Katie’s decades of multifamily experience shine through in everything she does. She’s a savvy marketing leader with deep industry knowledge, and her ability to translate that expertise into impactful strategies makes her an invaluable partner."
A. Channing
COO | JJK Properties
“Partnering with Katie has been one of the smartest operational decisions we’ve made. We needed an operator‑minded approach to bring strategy and clarity to our marketing systems. She did exactly that and helped us make confident, data‑driven decisions.”