Daily Real Estate News | Monday, October 19, 2015
Passersby in Washington, D.C., may need to do a double-take when they spot a new food truck rolling through neighborhoods across town. This bright blue truck called Dwell Direct isn’t catering to those looking for something to eat, but is offering up leases instead.
A Washington, D.C., developer recently closed the door on its leasing office and is trying to attract buyers from a “foodless food truck” that drives throughout the city’s streets, arriving at local farmers markets, festivals, and street corners.
JBG Companies, the real estate developer who is behind the truck, calls it a true “mobile real-estate experience.” The truck resembles a food truck but is actually a leasing office, outfitted with a sofa, 60-inch touch screen marketing JBG-owned apartment buildings and condos, and iPads. People are invited to come sit on the sofa, grab an available iPad to scroll through details of each community. The company markets developments that are nearby to wherever it is driving through. JBG staffers are also available inside the truck to answer any questions about the buildings.
Tiffany Butcher, JBG’s head of residential asset management, told The Washington Post the idea was to take a food-truck concept and apply it to the apartment market to create a “mobile one-stop shop for apartment hunting.”
In April 2014, JBG employees participated in an in-house competition to come up with an innovative new idea to try to jump-start buying or leasing. The food-truck concept was the winning idea.
“Their pitch was it was a creative way we could make a real splash in the apartment market,” Butcher says. “It allows us to go to farmers markets. It allows us to festivals. It allows us to go all these places and engage with people who might not otherwise have had this opportunity.”