“Roomies Roomies Roomies”: How Bilt Is Turning Storytelling Into Customer Obsession
By Hannah Carrillo
••What happens when a fintech company stops acting like a fintech—and starts acting like a media brand?
You get Roomies Roomies Roomies, the reality-style content series launched by Bilt, the credit card and rewards platform designed for renters.
And here’s the kicker: it’s working.
A Campaign That Feels More Like a Show
Instead of rolling out another ad campaign about points or perks, Bilt did something unexpected: they created a scripted YouTube series about four roommates navigating life, rent, and adulting.
This wasn’t random content—it was a carefully designed play that tapped into:
Nostalgia: think Real World meets New Girl
Authenticity: a diverse cast dealing with real struggles
Relatability: splitting rent, bad Wi-Fi, and roommate drama
The goal wasn’t just impressions. It was affection.
From Marketing to Entertainment
Bilt didn’t sponsor a show. They produced one.
They built a world, a tone, and a story that connected directly to their audience: renters. By embedding their product into the lifestyle of their core market, they made their value proposition feel natural—not forced.
Instead of “look at our points,” the message became: this is your life, and here’s how Bilt fits into it.
The Genius Behind the Strategy
What makes this campaign shine isn’t just the slick production—it’s the strategy.
Multi-channel distribution across YouTube, TikTok, and Instagram
Built-in virality with memeable clips and shareable moments
Brand relevance without the hard sell of “apply now”
Culture-first content that builds emotional buy-in before conversion
In short: Bilt marketed like Netflix would—if Netflix had a credit card to promote.
What Other Brands Can Learn
This is the bigger lesson:
Marketing isn’t about pushing product. It’s about creating content people want.
Entertainment builds trust faster than a landing page ever could.
If you want attention, you have to earn it with story—not just spend.
Bilt didn’t buy attention. They wrote a story people wanted to watch—and placed their brand at the heart of it.
Final Thought
The next generation of marketing doesn’t interrupt.
It entertains.
It builds community.
It earns love before loyalty.
With Roomies Roomies Roomies, Bilt just showed us exactly how it’s done.
