Through AR technology powered by the Dutch company Layar, UDR's layer allows prospective apartment residents to view digital, interactive information about apartment communities in their immediate surroundings.

The information is overlaid on real-time images that prospects can view through their Android-powered phones, such as T-Mobile.

Layar's platform launched globally Aug. 17, and has more than 100 partners worldwide developing content layers, according to Layar Co-Founder Claire Boonstra.

UDR's layer is called Pedestrian Apartment Navigation Search (PANS).

Steve Taraborelli, UDR's Vice President of Sales and Marketing, this week shared his vision for PANS' use by apartment prospects:

"Here's a possible apartment search scenario: An apartment searcher is in the Fillmore District in downtown San Francisco and they pull out their T-Mobile Android or Apple iPhone (iPhone 3GS with the 3.1 O/S will be able to use augmented reality in a few weeks) and they point the mobile phone down Post Street.

"The apartment searcher will then see a UDR logo appear on the screen. Using the phones GPS and onboard compass, the UDR Layar app will pinpoint exactly where the UDR apartment is located.

"Using the UDR's Google Maps feature, the apartment searcher can either walk or drive to the 2000 Post apartment community. Once arriving at the location, the searcher can physically point the camera phone at the building and begin to read some information about 2000 Post such as real-time pricing, number of apartments available and how to contact the sales leasing office. The searcher can choose to go inside for a tour, phone or email the leasing office for more information or even reserve their favorite apartment right outside from the street corner.

"In addition to finding an apartment using the UDR PANS Layar application, the UDR prospect can find a local Fillmore District restaurant, read a restaurant review, view a menu and get walking directions to the restaurant."

Taraborelli added that layer construction, database programming and integration took about 15 hours to complete. Time will tell how effective the layer is at driving traffic--the UDR AR layer is so new that metrics don't yet exist.