Special to
Realty/Builder Connection
When Joe Pellegrino started his disk jockey business nearly 15 years ago, little did he know it would lead him to a career in real estate.
Pellegrino, a new home consultant at Crawford Homes’ Arava community in the Lake Asbury area of Clay County, recently moved to Jacksonville from Virginia Beach. He and his family wanted to be closer to their extended family, and Pellegrino knew Jacksonville was a great market for new home sales.
When he arrived in Jacksonville, he was quick to establish himself with his two careers — working for Crawford Homes by day and Studebakers Dance Club in Orange Park by night. The mix of being a DJ and a real estate agent may seem different, and many people wonder how Pellegrino became involved in the two businesses.
“I was the DJ at a Christmas party for a large real estate company in 1989 and the managing broker told me I should be a salesperson,” explained Pellegrino. “He offered to pay for my schooling if I would come to work for him selling new homes, so I did.”
As Pellegrino learned the real estate business, he continued his side business of being a DJ. Over time, he learned to connect the two businesses, making both very successful.
In his DJ business, he always mentions that he also sells homes.
“When I book a wedding as a DJ, I always ask if the couple has found a new home to start their life together,” said Pellegrino. “When I’m in my DJ booth at the club, I use that microphone to get Crawford Homes’ name out there. On a Saturday night, I can have a captive audience of up to 500 people.”
In fact, Pellegrino’s first sale at Arava came as a result of somebody requesting a song.
“He came up to the booth and I asked him if he was renting a home or if he owned... When he said he rented, I asked him why. By the end of the week we had a contract for him to buy a Crawford Home.”
How well does it work?
So well that he was Crawford’s top producer for October and was just one sales short of setting a company monthly record ... record, that is, in the non-music sense.
Pellegrino doesn’t forget about the value of real estate agents, either. In the past he has set up VIP nights and invited them to the club he works at for drink or food specials.
“The businesses really work well together. If I have real estate agents at my model I invite them up to the club; if I see them at the club, I invite them to my model,” he said.
Pellegrino’s business strategy seems to be working. In the short time that he’s been at Arava, he has successfully brought the community back to life after a slow period prior to his arrival, according to Crawford Homes’ Sales Manager Keith Hildebrand. “Sales and interest in the community have really picked up with Joe out there.”
Pellegrino can be found on Friday or Saturday nights at Studebakers Dance Club in Orange Park or by day at Crawford Homes’ Arava model off CR 739 in the Lake Asbury area.
Wherever you see him, just be ready to answer the question, “Are you renting or do you own?”