SOURCE: UrbanLand Company

March 17, 2010 10:01 ET

"Fragrances of the World" Party Hosted by D.C.-Based Urban Land Company

Innovative Real Estate Brokerage Brings Sexy Twist to Marketing

WASHINGTON, DC--(Marketwire - March 17, 2010) - UrbanLand Company, a D.C.-based real estate sales and marketing firm, will host its first "Fragrances of the World" party Thursday, March 18th from 6 p.m. to 8 p.m. at its offices at 913 Florida Avenue, N.W. The party will feature 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.

"We came up with the 'Fragrance of the World' concept as a fun, sexy alternative to 'wine and cheese' events," said UrbanLand founder Gerard DiRuggiero. "The response has been tremendous across the board. We're excited about it and if all goes well, we'll be hosting fragrance parties every week. Everybody wants to smell good -- and the sweet smell of spring is in the air!"

UrbanLand Company continues to bring creative out-of-the-box concepts to marketing and selling properties across Washington. 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 building a loyal following on Facebook and Twitter. 

"We try to use a variety of approaches to our sales and marketing efforts," DiRuggiero said. "We like to do things a little differently. For example, our new 'For Info TEXT ulc to 313131' campaign has been a huge success with tech savvy-buyers, and we cater to the realtor community with our Self-Service Realtor Sales Center." 

UrbanLand's innovative self-service model offers agents 24/7 unrestricted access to properties and equips them with all the information and resources they need to sell units, including e-mail and fax capabilities, realtor and buyer information, sales contracts, condo documents, floor plans, financing and lender information and refreshments.

Typically, entry to large condominium properties requires a scheduled appointment to view units. That restricts the agent's opportunity to show and sell, DiRuggiero said. "It's a pretty simple concept really: We want to remove as many obstacles as possible as a way to increase traffic and drive sales. It's not only access, it's also educating both agents and prospective buyers so they can make informed decisions."

DiRuggiero's efforts are paying off. The company has a working database of thousands of opt-in prospective buyers -- a hot commodity in any market. And 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 20 units in 20 days -- an impressive accomplishment by any standard.

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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