SOURCE: UrbanLand Company

UrbanLand Company

April 16, 2010 16:23 ET

UrbanLand Company Harnesses Social Media to Attract New Wave of Home Buyers

D.C.-Based Real Estate Brokerage Doubles Its Facebook Fans in a Week

WASHINGTON, D.C.--(Marketwire - April 16, 2010) -  UrbanLand Company (ULC), a D.C.-based real estate sales and marketing firm, continues to bring innovative concepts to a sector that has been slow to move beyond direct mailers and advertising in the Sunday edition of the newspaper. UrbanLand's latest foray is into the world of social media -- recently launching its Facebook page to the delight of prospective buyers and real estate junkies alike. To pump up its latest "fan-recruitment" effort, the brokerage gave away an iPad, and in the process, more than doubled its number of Facebook Fans, attracting hundreds of new prospective buyers in one week.

"Our social media campaign has been a tremendous success," said Gerard DiRuggiero, who founded UrbanLand in 2003. "I could have run ads in the newspaper for months and never gotten this kind of response. We're always looking for new ways to sell and attract buyers, and the iPad was a fun way for us to give a little something back to the growing number of people in and around the city who follow us on Facebook."

DiRuggiero has made social media an integral part of UrbanLand's sales and marketing strategy, because he recognizes the importance of building personal relationships with prospective buyers and forging connections to the community. And what better place to do that than through social media networks. The iPad giveaway was such a huge success, DiRuggiero plans to do more of the same -- offering Fans fun stuff, like designer fashion accessories, popular new fragrances, dinner at neighborhood hot spots and tips on financing.

UrbanLand's Facebook page,!/urbanlandcompany, focuses on much more than real estate, taking more of a holistic approach to covering the community and making connections with people. To that end, ULC's page offers everything from restaurant recommendations to the latest in fashion, the scoop on a new neighborhood eatery or a hip new fragrance -- as well as keeping Fans up-to-date on developments coming on line. The page takes real-time to a new level, as UrbanLand agents provide interesting and helpful posts throughout the day as they travel the metro area helping buyers and sellers. The blog portion of the page is informative and entertaining, offering a wealth of knowledge on all things real estate.

"We work hard to keep our Facebook page fresh and provide people with information they can use," said DiRuggiero. "Real estate is a great topic for social media because it is a part of almost everyone's life in some way or another. People are interested in it for different reasons, and we try to touch on all of them on our page. The initial Fan feedback has been wildly enthusiastic."

UrbanLand Company continues to bring out-of-the-box concepts to marketing and selling properties across Washington, D.C. Since the firm's inception in 2003, UrbanLand has used unique approaches to attract buyers and sell condos, such as hosting first-time buyers' workshops, developing a self-service realtor sales center and implementing a highly successful "Text for Info" campaign for tech-savvy buyers.

Last month ULC hosted its first "Fragrances of the World" party, as a fun sexy alternative to traditional wine-and-cheese events. The party featured free samples of some of the world's hottest designer fragrances -- for both women and men -- from Burberry, Dolce and Gabbana, Ed Hardy, Prada and other top brands.

Are DiRuggiero's innovative efforts paying off? It appears so. UrbanLand is selling condos at a brisk pace in some of the city's most sought-after neighborhoods. The Floridian, which recently opened in the U Street corridor, sold more than 30 units in just over a month. Impressive indeed.

About UrbanLand Company
UrbanLand Company ( is a dynamic, young real estate brokerage centrally located in the vibrant U Street Corridor since 2005. ULC works extensively for condominium developers on new construction and conversion projects ranging in size from 9 to 100+ units, primarily in D.C.'s downtown neighborhoods, including U Street, Ledroit Park, Logan Circle, Shaw, Columbia Heights, Adams Morgan, Capitol Hill, Brightwood, Eckington, and H Street. Founded by Gerard DiRuggiero in 2003, the company has 9 sales agents.

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