Apr. 17, 2010

Lauren Ferranti-Ballem, National Post

Joy Paterson and Erica Smith, known collectively as the Condo Chicks, shoot vlogs that blend business with pleasure for a decidedly MTV feel. They’re young and beautiful, their blond hair trailing behind them as they click across King West in heels to show me the site of the upcoming DNA3 condos before rushing to collect Ms. Smith’s pooch at doggie daycare. “The real estate business is all about personality and the videos are a great way to show ours,” Ms. Paterson says. “We keep our little pocket camera in our purses for whenever the mood strikes.”

Since they specialize in the same demographic they are a part of — cool, connected first-time condo buyers — the Chicks find this approach suits them best. “We used to do print ads and flyers, but we dropped traditional advertising,” she says. “About 80% of our business comes from social media.” Their holistic approach, like the others, includes a well-designed website/blog, Facebook and Twitter accounts.
 

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