PropertyTek

One Voice, Multiple Brands: Building a Cohesive Content Strategy

B2B | SaaS | Content Strategy

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PropertyTek focuses on acquiring and improving property management technology companies. It brought together its current portfolio of brands — TenantCloud, Tenant Turner, ShowMojo and Rentler — to deliver a full ecosystem for landlords and property managers to manage properties seamlessly.

Jump to the Results

Challenges & Opportunities

Aligning Content, Voice, and Strategy

Bringing together four separate companies brought plenty of marketing challenges, including aligning brand voice, tools, channels, and platforms. PropertyTek partnered with BackPocket Agency in 2024 to establish a comprehensive content strategy to drive brand awareness and create consistency among the four companies.

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Aligning Brand Voices Across Multiple Companies

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Creating a Unified Content Strategy for Growth

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Leveraging Cross-sell Opportunities Through Cohesive Messaging

The Solution

BackPocket collaborated with the PropertyTek team to develop a strategy that delivers a comprehensive, integrated content plan. The BackPocket team audited existing content and communication assets, from which they recommended a communication brand and developed a content platform designed to tie each piece of content to PropertyTek’s key messaging and strategic goals. The content strategy process consisted of the following:

Define Content and Communication Goals and Measures of Success 

Conduct Stakeholder Interviews, Audience Analysis, and Competitive Reviews

Audit Existing Content, its Effectiveness, and Frequency

Assess Findings and Share Recommendations

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Through interactive workshops, the BackPocket team rolled out a Content Strategy Playbook to PropertyTek’s marketing team.

A floating laptop displaying a slide titled "How to Use Voice and Tone Guidelines," with a microphone graphic and key points, against a yellow background with white strategic playbook-style markings.
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Insights & Expertise

Discovery work culminated in a comprehensive Content Strategy Playbook, which guides the marketing team in future content planning and creation. Included in the Playbook:

  • Audience segmentation strategy and personas
  • Content brand, including content pillars and voice and tone guidelines
  • Content roadmap mirroring the buyer journey
  • Content channel strategy
  • Governance and collaboration processes and tools
  • Content measurement strategy

“BackPocket is a true extension of our team. We can reach out for additional bandwidth, expertise, or strategic direction at a moment’s notice.”

 —John Cimba, CEO, PropertyTek

John Cimba
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Results

The comprehensive content strategy for PropertyTek empowered its marketing team to:

  • Align on process, governance, voice and tone, and content strategy to facilitate collaboration, cross-sell opportunities, and brand alignment.
  • Adopt a content strategy that allows for proactive content creation that reaches buyers at all stages of their journey. 
  • Establish a content plan that thoughtfully utilizes existing resources and offers areas for efficiencies while continuing to meet the organization’s needs and reach customers in meaningful ways.  
  • Understand the value and ROI of content efforts across the buyer journey.

Let’s Huddle

We don’t just create strategies — we craft solutions that resonate. Whether you’re exploring a new market or strengthening your position in an existing one, we’re here to help you tell your story, reach your audience, and achieve your goals. 

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A 15-minute discovery session with Joe could lead to your next big breakthrough.

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