When Halstead Property broker Gary Friedland takes his two dogs for a walk around his Greenwich Village neighborhood, they aim to nose out potential clients. He doesn’t have to sic the dogs on anyone, though – they approach him thanks to the natty attire of his two biggest advertising assets, Daisy and Huckleberry Finn.

On their excursions with Mr. Friedland, the two Jack Russell terriers wear matching jackets with the Halstead logo and the phrase “Canine Sales Force” emblazoned on them in red.

“This is simply an untapped source of advertising,” Mr. Friedland said. “More people should see the value of their four-legged companions.”

If it sounds like Halstead’s new marketing technique comes from the mind of an advertising executive, it’s no coincidence.

Before going into real estate three years ago, Mr. Friedland was the creative director for the advertising firm Benton and Bowles, where he worked on accounts for companies such as Texaco and Procter & Gamble.

His canine ad strategy came from the realization that the time he spent out of the office walking his two dogs three times a day was an untapped sales opportunity.

“I was cultivating a large number of both buyers and sellers simply by walking my two dogs in the Greenwich Village neighborhood,” Mr. Friedland said. “People can’t help but stare when they see dogs dressed up, so I came up with the idea of displaying a message that everyone will notice, remember, and stop me to comment on.”

Mr. Friedland’s strategy is certainly cheaper than using billboards or buses, and while the dogs’ jackets may only be accessories during the summer, they help keep Daisy and Huck warm during the cold winter months.