VIRTUAL BROKER.
ADVERTISING WITHOUT ADVERTISING.

The Background

Blackjet’s “Name our Condo” campaign garnered over 3,300 participants but in the end, there was only one winner. So, how do you monetize one of the real estate industry’s most successful social media campaigns? Turn participants into brand advocates.

The Strategy

After we captured the attention of 3,300 socially-connected contest participants it was time to monetize our audience. We realized that our contest participants may not be have been in the market for a new condo. But they might have known someone who was. So we invented the Virtual Broker program. A custom online broker app was developed and we converted contest participants into online real estate brokers. We gave them customizable, online marketing materials and deployed our online sales force.

Virtual Brokers were given bonuses by generating leads. The more leads they generated, the more prizes they won (everything from movie passes, shopping sprees to iPads).

The Result

Hundreds of Virtual Brokers participated in the program and thousands of leads were generated all through social media. Reporters portrayed our clients as pioneers in the marketplace. With tremendous PR and word of mouth, the project sold over 200 condos in less than two months. And all without advertising.