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Global Luxury: Moving Forward

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When I look at the Coldwell Banker® brand and the Coldwell Banker Global Luxury® program, what continues to inspire me is the way we always keep things moving forward. Yes, we’ve been in real estate for a long time. But our evolutionary mindset keeps our perspective fresh. Whether it’s bringing a new branding identity to fruition or offering new marketing tools or data sources to give our Luxury Property Specialists an edge, we are always looking for ways to innovate. We are not afraid to take on new challenges or step out of our comfort zones. Moving forward — it’s just what we do.

One example is our just-released “The Report 2020.” We’ve refreshed the look this year and added even more market analysis, making it our biggest annual report yet. What makes our report different from any other is how we pull our resources together. We take the latest trends and data from major influencers like The Institute for Luxury Home MarketingWealthEngine and Unique Homes and integrate valuable in-the-field insights from Coldwell Banker independent sales associates. While statistics show trends, our report offers a more complete and nuanced picture of the factors that are truly shaping purchase decisions among modern-day luxury homebuyers. I can’t think of a more thorough and comprehensive review of the current high-end marketplace than this report!

Kicking off the year with The Report is one thing — but we’ve got a lot more in store for 2020. We recently released our 2020 Global Marketing Campaign, and we have added tremendous value for Luxury Property Specialists this year. We’ve given them exclusive access to hundreds of print vehicles (think Vogue, Fortune, Forbes and GQ), digital sites and other promotional opportunities at highly subsidized discounts ranging from 30% to 75% off advertised rates. The One Million Impressions program, which we talk about in our luxury trainings and events, is one of my favorite value add-ons. It’s a customized banner advertising program with guaranteed impressions and click-throughs, which allows Luxury Property Specialists to get the most out of their marketing dollars.

Recognizing that the world and our clients are changing, Coldwell Banker recently announced a program that will allow real estate professionals who identify as minorities, LGBTQ, women or military veterans to start Coldwell Banker franchises without paying the normal franchise fee. Benefits include up to $100,000 of funding and royalty fee rebates for Years 1 and 2, as well as mentorship and education. Owners will also receive membership and conference registrations for industry partner groups, such as NAREB, NAHREP, NAGLREP and AREAA. Increasing the Coldwell Banker brand presence in all communities will help to ensure that our diversifying affluent homebuyers have access to the absolute best, most-trusted advice. I am so proud to be part of a company that actively embraces diversity at this level.

Last but not least, I want to close with a nod to our latest roundup of “10 Over $10 Million” listings. These newly listed properties are true showpieces and exemplify the caliber of homes that we have the privilege of representing every day.

The above is a guest post written by Craig Hogan, Vice President of Luxury at Coldwell Banker Real Estate, LLC. 

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