Bridge Property Management Scales Social Media, Search, and Reputation Strategies with SOCi

The Challenge

Bridge Property Management (BPM) is a vertically integrated real estate investment and property management firm currently operating over 50,000 multifamily units across the United States. As the brand has expanded over the last twenty-five years, so has its demand for social media and reputation management services, which posed significant challenges for a firm the size of BPM. 

 

With hundreds of managers overseeing local social media pages and listings for their respective properties throughout the country, establishing a unified brand identity was difficult. Because millions of searches for property vacancies take place each day, the team understood how important it was for the brand to establish a local presence in each of BPM’s communities while simultaneously ensuring each property listing contained accurate contact information.

“I don’t know what I would do without SOCi. I imagine I’d have to live inside Google Reviews, and that would be awful. Once I explained the true value of SOCi to our leadership team, it was clear to them we must have this forever.” – Danielle Johnson, Vice President, Marketing and Training, Bridge Property Management

The Solution

Since 2015, the Bridge Property Management team has worked with SOCi as a marketing partner using SOCi Listings, Assist, Social, and Reviews to support over 150 properties in their localized marketing efforts. As an all-in-one local search solution, SOCi helps BPM keep their brand consistent and bring in leads.

 

By leveraging SOCi’s Review Assist services, BPM is able to manage all online review responses, Facebook messages, Google Q&As, and Instagram comments. “It’s so nice to have everything in one spot, and the reporting access is huge. If I didn’t have SOCi, it would be impossible to grant everyone individual account access and educate them on our content strategy. SOCi provides the right level of access and the important updates needed for our purposes. We have found it to be a great partnership,” said Danielle Johnson, Vice President, Marketing and Training, Bridge Property Management. 

 

BPM’s goal for local managers is to maintain a 4-star Google review rating (or higher) across all BPM properties. SOCi’s reputation dashboard allows the team to pull ratings to identify which properties need assistance and send reports to all locations detailing reviews. From senior leadership and upper management, to regional and local managers, SOCi makes it easy to grant viewing access for all reviews to highlight wins and employee accomplishments, as well as areas for improvement.

 

Because prospects are integral to the firm’s success, the BPM team judges the performance of its marketing initiatives based on how they impact the volume and quality of inbound leads. In particular, BPM focuses on the visual presentation of the brand online and the review scores for each of BPM’s locations to augment lead generation. Thanks to SOCi’s comprehensive reporting suite, BPM’s regional managers can easily generate reports detailing impression and view counts from their local social media accounts. “How we appear online is critical to our success in the market, which is why we place such a strong emphasis on our digital images and reviews,” shared Danielle. 

 

SOCi Listings has also proven to be a major difference-maker for the BPM team. Property names, addresses, and phone numbers are now validated across all in-platform locations, saving the team time and eliminating the need to utilize a mix of other platforms to support listings management in the process.

SOCi Results

BPM has seen the following results in their performance metrics using SOCi’s CoMarketing Cloud:

 

18%

Increase in total social media posts quarter over quarter

 

73%

Of review responses managed in less than 24 hours with over 3,000 positive reviews in one quarter

 

+426,000

Website visits in just one quarter from Google Business Profile

 

+2.4

Million Google Business Profile views in one quarter

 

33.2%

Increase in Facebook impressions quarter over quarter

 

+409,000

Instagram impressions in one quarter

Learn how SOCi can help take your
localized marketing to the next level.

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