SOURCE: UrbanLand Company

December 16, 2010 12:54 ET

UrbanLand Company Launches Website Aimed at Content-Hungry "Real Estate" Consumers

D.C.-Based Broker Communicates With Buyers, Sellers Through Full Suite of Delivery Methods From Blogging to Texting to Tweeting

WASHINGTON, DC--(Marketwire - December 16, 2010) - UrbanLand Company (ULC) officially launched its redesigned website today with a focus on communicating with a new breed of sophisticated, content-hungry consumer. The hot new site ( represents UrbanLand's commitment to "talking" directly to real estate buyers and sellers through a full suite of delivery methods, from social networking to texting.

"We've worked very hard to understand how best to engage consumers... and keep them engaged," says Gerard DiRuggiero broker and managing member of UrbanLand. "Whether it's traditional email or Facebook and blog posts, tweets or a quick text message, we believe it's critical to communicate with buyers and sellers on a variety of topics and do so in a way that works best for them."

With front-and-center Facebook links, an increasingly popular blog, featured content like "Fashion," "Nightlife" and "Cool Stuff," and options to receive breaking news via text message, it's clear that UrbanLand's new site is designed to engage consumers first and sell second -- particularly in a real estate market that is still clawing its way back to a full recovery. The site provides access to a wealth of information, such as high-quality MRIS searches and ULC's extensive current -- and future -- inventory of new condominiums yet to hit the market.

"Our buyers are generally tech-savvy urban and suburban buyers who demand a variety of options to receive information real-time, and we're adapting to our customers' needs," says DiRuggiero, who founded UrbanLand in 2003. "Whether you're selling designer shoes or downtown condominiums, you better be able to communicate with your customers."

By all accounts, DiRuggiero's communications strategy is working. UrbanLand has built a working database of more than 35,000 people who receive real-time information about ULC properties and services. DiRuggiero has succeeded in bringing tens of thousands of consumers into the UrbanLand "community" and has done well to keep them engaged until they ultimately buy or sell, or both. The company's inventory has expanded to the point where DiRuggiero recently hired nine sales agents to help move product.

UrbanLand is also using Facebook ( to engage customers, and the numbers are adding up. "We place a very high value on each and every one of the more than 830 Facebook Fans who have joined our page in 2010," DiRuggiero says. "We reach out to them on a weekly basis with special offers, insider information on our projects, event invitations and giveaways."

While other real estate firms have been content to sit on earnings and ride out the soft market, DiRuggiero has chosen to invest in innovative infrastructure, such as the website, as well as human capital in the form of agents. While understanding the power of technology, DiRuggiero also realizes its limitations.

"Ultimately, people make sales," DiRuggiero says. "And we've hired some very talented agents to move inventory and to help buyers and sellers navigate the market. Our agents are local experts and complement our new website by providing buyers with immediate high-quality real estate services and access to an array of properties that is not available to other brokers. Our agents deliver a sophisticated level of advice and service that I believe is truly unique in the metro area."

To schedule an interview with UrbanLand Company's Gerard DiRuggiero, please call Peter Wendel at 202-380-5120.

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 nine sales agents.

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