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New York

Halstead broker launches first iPad app created by an agent

Julia Boland unveils One212, an iPad real estate magazine, to lure buyers

Screenshots of the One212 app
Screenshots of the One212 app

What began as a New Year’s resolution back in January has become a reality for Julia Boland, a senior vice president and head of the Boland Group at Halstead Property. Boland last week went public with One212, billed as the first-of-its-kind iPad application and interactive tablet magazine about New York real estate.

“There was no sort of field guide for the buyer and seller,” Boland told The Real Deal, when asked about the genesis of One212. “How do you go about doing this buying and selling thing? This is really all about the consumer.”

Julia Boland

The inaugural issue, which came out last week includes brief articles on such topics as the High Line’s impact on West Chelsea prices and increasing home value through renovations — the latter piece told through Boland’s own experience gut renovating her Harlem home. The app also features a Q&A with members of her team, which includes BJ Engler, Peter Denby and three new associates. Some articles feature interactive graphics, and the renovation piece is accompanied by a short video.

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The Boland Group is on track to broker some $100 million in sales in 2012, Boland said.

Boland said One212, which is available for free on the iPad Newsstand, is a means to deliver information to customers, much like a broker’s mass mailing, but with a clear focus on a higher-end clientele drawn to the electronic tablet format.

The next issue, which will include more video, is slated to be out as early as November. After the first issues comes out, One212 will come out on a quarterly basis.

While the app could prove a powerful marketing tool, a way to court a targeted group of prospective buyers, Boland said that One212 may have a wider appeal — given the international fascination with high-end New York real estate.

“If someone reads it and is nothing more than entertained, that’s fine with me,” Boland said.

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Halstead PropertyJulia Boland