CUSTOMER STORY
125%
352%
127%
increase in Instagram follower growth
increase in Facebook page reach
increase in local 3-pack visibility for “Apartments Near Me”
Challenge
Priderock Capital Management manages over 21,000 multifamily units across 21 U.S. states. Competing in crowded residential markets, the marketing team needed to amplify local brand presence and streamline their digital strategy, without adding headcount or complexity.
Priderock faced intertwined challenges with social media and listings and review management. The team’s previous social solution delivered repetitive, templated posts across all properties, lacking the local relevance needed to engage residents or stand out to prospects. The team also struggled to maintain consistent, accurate business information across dozens of directories. The lack of a centralized system provided no way to efficiently update profiles and no easy way to optimize key listing fields for search visibility.
As a result, social media wasn’t generating meaningful engagement or qualified leads, listings inconsistencies were impacting local SEO and trust, and reviews were being left unanswered. Priderock needed a smarter, scalable way to unify their reputation, social, search, and listings strategies across all locations, and ensure optimized performance for each.
SOCi gives us the visibility and flexibility we need to scale our efforts without sacrificing quality. It’s changed the way we think about social as a business driver. We’ve built a real sense of community online. That translates into brand loyalty, resident retention, and better lease performance.
Jackie Lugo, Strategic Marketing Manager at Priderock
Priderock adopted SOCi’s all-in-one AI-powered marketing platform to unify localized strategy across social media, reviews, listings, and search. With SOCi, they were able to automate key workflows, personalize content by location, and amplify performance insights through machine learning and predictive analytics.
Solution
- Improved Content Performance: SOCi’s unified content calendar and smart scheduling tools allowed the team to plan and post with precision across hundreds of social profiles, all while preserving each property's unique voice. “SOCi gives us the visibility and flexibility we need to scale our efforts without sacrificing quality. It’s changed the way we think about social as a business driver,” Lugo said.
- Paid + Organic Synergy: Combined organic social and paid strategy optimizes the performance of leases utilizing SOCi’s Content Assist program, targeting high-intent audiences in each market and maximizing visibility on Facebook and Instagram.
- Listings Management: SOCi’s centralized dashboard streamlined engagement monitoring, and listing accuracy, critical for local SEO and brand trust.
- Search Visibility Through Genius Search: Genius Search improved placement in the local 3-pack for terms like “apartments near me,” delivering significant gains in local discoverability.
- Genius Reputation: Priderock has also implemented Genius Reputation ensuring every resident review is acknowledged while maintaining a consistent brand tone. AI-generated responses helped the team improve response rate and response time, build trust with prospects, and reduce the manual workload of managing resident feedback.
Priderock Capital Management, managing 71 locations with over 21,000 multifamily units across 21 states, turned to SOCi’s AI-powered platform to overcome fragmented social content, inconsistent listings, and garner more reviews.
By centralizing their marketing operations across social, search, listings, and reputation, and leveraging AI like Genius Search and Genius Reputation, Priderock dramatically improved local visibility and resident engagement with a 352% increase in reach and 274% growth in impressions on Facebook. Along with a 125% growth in Instagram followers and scoring 93% for visibility in the “Apartments Near Me” local 3-pack.
Meet the Customer
Jackie Lugo, Strategic Marketing Manager at Priderock Capital Management, brings a background in hospitality and a strong foundation in operations and sales to the multifamily housing space. She has enhanced the company’s marketing through innovative social media campaigns, hyper-local advertising strategies, and more.
Priderock Capital Management is a nationally recognized leader in multifamily residential housing, committed to improving local communities through high standards in asset management and creative value-added acquisition. With a growing portfolio across the United States, Priderock delivers exceptional living environments, top-tier amenities, and best-in-class service, creating communities residents are proud to call home.
Meet the
Visionary
Meet the Customer
Summary
Summary
Jackie Lugo
Strategic Marketing Manager
By consolidating reviews, social content, listings, search insights, and advertising into one intelligent platform, Priderock now executes a localized strategy at scale, with clear, measurable business results. SOCi empowered Priderock to transform social media from a marketing checkbox into a revenue-enabling, community-building channel.
In just one year, Priderock experienced performance improvements across both paid and organic channels:
Results and Impact
352% increase in Facebook page reach
274% increase in Facebook page impressions
“Apartments Near Me” local 3-pack visibility increased from 41% to 93%
20% increase in “Apartment Complex” search visibility
33% increase in Facebook page likes
125% increase in Instagram follower growth
AI Is the New Leasing Agent: Priderock’s Path to Smarter Marketing and Stronger ROI
Jackie Lugo, Strategic Marketing Manager at Priderock
INDUSTRY
LOCATIONS
PRODUCTS
Convenience
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Genius Search
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