Houlihan Lawrence Strikes Deal With the ‘Uber of Helicopters’

Real Estate In-Depth | April 2017

RYE BROOK—Residential brokerage firm Houlihan Lawrence announced on April 25th that it entered an exclusive marketing partnership with BLADE, a private aviation startup that has been coined by some as “the Uber of Helicopters.”

The partnership, which began this month, will bring prominent exposure for properties listed with Houlihan Lawrence, appearing to BLADE fliers throughout their various platforms, the brokerage firm stated in a press announcement.

Houlihan Lawrence clients can also receive a special discount on BLADE services, which include helicopter, jet and seaplane service from New York City to destinations including the Hamptons, Nantucket, Miami and the Bahamas.

“Working with BLADE was a natural alignment,” said Anne Marie Gianutsos, chief marketing officer of Houlihan Lawrence. “Both brands embrace common core values: Innovation, discretion, and a commitment to providing our clients the finest white-glove service possible.” Prior to joining Houlihan Lawrence earlier this year, Gianutsos was the Associate Publisher for Epicurious and ZipList, digital divisions of Condé Nast, where she managed marketing and account management.

In its marketing agreement with BLADE, Houlihan Lawrence property videos will play from the Houlihan Lawrence’s Instagram feed in BLADE lounges, where the brokerage firm’s quarterly print magazines will be available for in-flight reading. The firm has also produced a Bespoke Digital lifestyle publication to display on iPads at lounge bars and on BLADE One jets.

Founded in 2015 by Warner Music veteran Rob Wiesenthal, BLADE has enjoyed rapid growth. The company allows clients to book services on demand using their proprietary mobile app. Options include booking by-the-seat, crowdsourcing an already-scheduled flight or chartering their own private flight. Membership is not required.

“Together, we are pushing boundaries of grandeur,” said Greg Ramey, director of marketing at Blade. “Through cutting-edge technology and access to a discerning clientele, we are delivering the utmost in service, experience and entertainment.”

Houlihan Lawrence, whose roots in Westchester County date back to 1888, was acquired in January of this year by Warren Buffet’s Home Services of America national brokerage network.