The animated Beto and the content were created by the Vidal Partnership, New York. Beto also blogs and appears on local Craigslist sites in key Hispanic cities. Beto seems so real he even has 22 friends on his own MySpace page (myspace.com/betocasas). He offers an opt-in tip of the week sent to users' cellphones, taking advantage of Hispanics' greater ownership of internet-enabled cellphones (4% compared to 1% for general-market users). Like most property-related sites, Beto offers a mortgage calculator, but he will also convert a room's square footage into square meters for Latinos who are more familiar with the metric system.