Marketing
Approach
STRATEGY FOR MARKETING
The marketing strategies consist of but not limited to marketing your home within multiple mediums and attain the greatest exposure. Some of our base marketing includes: listing your home on Coldwell Banker websites and our partnership websites; exceptionally specialized photography; personalized brochures with professionally written descriptions of your home’s prized features and amenities; postcards sent within the farm area and the surrounding neighborhood identifying your property as recently listed; an email announcement about your home to our refined contacts within our network; magazine advertising; announcing your home listing to several of top agents at the Coldwell Banker Previews Internationals Meeting Presentation; advertising in the Coldwell Banker View Magazine; and an ad in the MLS Caravan magazine.
P
Property
Exposure
MARKETING
gaining the greatest exposure
EXPOSURE
COLDWELL BANKER PREVIEWS INTERNATIONAL®
-with us your property never sleeps...
A network of over 86,000 sales professionals in 43 countries and territories means at any given moment, agents may be introducing your property to a perspective buyer. It is this kind of exposure that has led to exceptional results for over 80 years.
Coldwell Banker Previews International® combines specialized knowledge, strategic marketing savvy and unparalleled resources. To ensure property exposure throughout the world where the most affluent buyers live, work, and travel, you need Coldwell Banker Previews International.
GLOBAL IS THE DIFFERENCE
Offices
WORLDWIDE
3,100+
86,000
Indenpent
Sales Associates
WORLDWIDE
43
Countries
& WORLDWIDE
GLOBAL IS THE
DIFFERENCE
Global Connections
THE PREVIEWS® ADVANTAGE
To excel in the rarified luxury housing space, it’s not simply a matter of what you know—it’s also a matter of whom you know. That is why Coldwell Banker Previews International® Property Specialists are among the most networked real estate professionals in the business, boasting powerful connections with affluent home buyers coast to coast and abroad —a global advantage unmatched by local or regional specialty brokers.
» A truly international referral network with approximately 86,000 Coldwell Banker® independent sales associates and brokers in 3,100+ offices in 43 countries and territories
» Marketing relationships that provide broad exposure by placing clients’ exceptional listings on the world’s leading real estate websites
Exceptional properties require exceptional marketing, and through the Coldwell Banker Previews International program, our Previews Property Specialists have access to the tools to assist you in buying or selling your luxury property. Coldwell Banker Previews International exemplifies a dedicated commitment to client service.
Coldwell Banker Previews International Property Specialists participated in more than 20,000 transaction sides of homes priced at $1 million or more in 2014. Nationally, the Previews unit handles an average of $106 million in luxury homes sales every day, totaling more than $38.6 billion in annual sales nationwide.
Property Specialists dedicated to creating exceptional real estate experiences for customers and communities through the passionate delivery of truly remarkable service.
EXPOSURE
COLDWELL BANKER PREVIEWS INTERNATIONAL®
Your buyer could be anywhere. Fortunately, Coldwell Banker® is everywhere.
Exceptional representation for exceptional properties...
GLOBAL
MARKETING STRATEGY
Internet Marketing that Makes a Difference
Marketing syndictions
GLOBAL
A strong digitial footpront is paramount to reaching today's mobile and global elite. This belief, coupled with the fcat that 90% of property searches now begin online, has motivated Coldwell Banker Previews International® to invest over $50 million in internet marketing to ensure our properties are exposed through the world's most powerful websites and search engines.
Coldwell Banker® Proprietary Websites Generate
Over 3.5 Million Visitors from Around the Globe Every Month
ColdwellBankerPreviews.com
The award-winning Previews website* showcases visually engaging photography, video, international features and more than 10,000 luxury property listings—an exceptional home inventory that attracts more than two million visitors a year from over 100 countries.
ColdwellBanker.com
The Coldwell Banker website is one of the industry’s leaders, attracting more than 1.2 million potential buyers each month.
CaliforniaMoves.com
California Moves is a regional website featuring listings from all of the multiple listing services in California and attracts potential home buyers from over 150 countries.
CBPLuxury.com
CBPLuxury.com is an international website dedicated to the finest Previews® listings in the United States. Coldwell Banker generates additional traffic with SEO and the purchase of keywords in various regions including UAE, China and Brazil.
The Most Visited Real Estate Brand Online
Connecting Fine Listing and Qualified Buyers
EXPANSIVE ONLINE REACH
Advertising Your Property to Buyers Worldwide
In addition to a powerful network of hundreds of websites, your property marketing will be enhanced through your independent sales associate’s access to an exclusive program on the seven most dominant high-traffic real estate websites and more, including Trulia, Zillow, HotPads, REALTOR.com, Yahoo! Homes, AOL Real Estate, MSN Real Estate, HGTV FrontDoor & Homes.com
Featured Listing and Top Placement in Consumer Search Results:
Trulia, Zillow, HotPads, REALTOR.com, Yahoo! Homes, AOL Real Estate, MSN
Real Estate, HGTV FrontDoor and Homes.com
Agent branded listings receive 76% more leads than listings without
Listings above the $1M price point receive leads at twice the rate of unbranded listings
Leads are routed directly to your independent sales associate’s mobile device
Parent company to Coldwell Banker Residential Brokerage, NRT, is the only national real estate brokerage with the strength to offer this exclusive online marketing strategy.
Aruba | Australia | Bahamas | Belize | Bermuda | Canada Cayman Islands (Grand Cayman, Cayman Brac, Little Cayman) | China Colombia | Costa Rica | Czech Republic | Dominican Republic | Ecuador | Egypt | France | Greece | Guatemala | Honduras | India Indonesia | Ireland | Italy | Jamaica | Japan | Korea | Kuwait | Lebanon | Malta | Mexico | Netherlands | Netherlands Antilles (Curacao, Bonaire, Saint Eustatius, Saba and St. Marten) | Nicaragua | Panama | Peru | Puerto Rico | Romania | Singapore | South Korea Spain | St. Kitts/Nevis | St. Lucia | St. Martin | Turkey | Turks & Caicos | United Arab Emirates | United States | Venezuela Vietnam | Virgin Islands (British) | Virgin Islands (USA)
90% of homebuyers are searching online.
To tap into this audience, your listing is syndicated to the world’s leading websites.
Coldwell Banker Previews International® also buys hundreds of keywords in local search engines around the world
Increasing the opportunities for buyers worldwide to be directed to your luxury property.
Independent real estate sales associates and the Internet continue to be the most important resources in the home search process. The vast majority of internet marketing plans don’t reach enough of the top real estate sites or mobile devices, leaving them incomplete and your property underexposed where 94% of buyers are searching—the internet.
Your PREVIEWS® Property Specialist has access to a fully comprehensive Internet marketing program; COLDWELL BANKER PREVIEWS INTERNATIONAL® is helping to ensure your listing appears where today’s homebuyers will be shopping.
To tap into the Internet audience of homebuyers, your home is automatically syndicated to the world’s leading websites, giving your property the maximum exposure it deserves.
HOME BUYERS START ONLINE—So Did WE
CBPLuxury.com
Exclusive Microsite Targeting International Buyers
CBPLuxury.com features exceptional properties from the Previews NRT network and is marketed to international buyers in Russia, China, Brazil and United Arab Emirates. Built for an international audience, the site can be translated into Chinese, Russia, Arabic, and Portuguese.
TAILORED ADVERTISING
To Reach Luxury Homebuyers
At the heart of the Previews® program is the understanding that each extraordinary property demands its own equally extraordinary bespoke marketing plan. It all begins with a master suite of tools that empower a Previews Property Specialist to craft local, regional and international advertising campaigns that capture your home’s unique qualities and speak to those affluent buyers who are most likely to respond. This approach ensures the highest level of opportunities for exposure of your fine estate.
COLDWELL BANKER
PREVIEWS INTERNATIONAL®
Coldwell Banker Previews International® is proud to introduce a global partnership with JamesEdition, the world’s online luxury marketplace. This alliance represents the expansion of high-end digital marketing for Previews®, a luxury leader since 1933. By combining extraordinary homes with the extraordinary treasures found on JamesEdition, Previews continues its quest to cultivate a complete luxury lifestyle experience online— where real estate, travel, art, design and the finer things in life come together.
THE WORLD'S LARGEST LUXURY MARKETPLACE
An impressive circle of luxury brands sharing their products and services with ultra-affluent consumers and peers in over 200 countries and territories.
660,000+ visits monthly | 7,790,000+ page visits
TOP 10 COUNTRIES
United States
United Kindom
Canada
Netherlands
Sweden
Germany
France
Australia
Brazil
Switzerland
ACTIVE LISTINGS
ON JAMESEDITION
Total Current Listings
55,000+
Known Value of All Listings
$60 Billion
Real Estate Listings
21,000+
Countries with Listings
62
Promoting Your Home in All Ways Possible...
-Gaining International Interest in Your Home
Marketing Strategy
MOBILE
Bringing Information to Buyers—Wherever They Are
Just as the internet changed the way people search for homes, mobile technology has changed habits even more. Coldwell Banker® has stayed on the forefront of those changes with its ever-evolving mobile technology tools.
ColdwellBanker.com and ColdwellBankerHomes.com are mobile-enabled to provide a robust user experience for handset devices like the iPhone® and Android®.
Looking for a powerful mobile home-search experience? Download the Coldwell Banker iPhone® and Android® apps as well as an exclusive iPad® version!
Social Media
ADVERTISING
Exposure
The Power of Video Listing
Online Video
Coldwell Banker® is the first in the industry to put the full power of its brand and network behind a tool that represents the future of real estate—the video listing.
YouTube is the first place most consumers go today when looking for video content online, and they are increasingly turning to YouTube for much more than entertainment. Many consumers now search YouTube for content related to practical information they need, including when they want to know more about a specific area or town. youtube is now the world’s second largest search engine, trailing only google.
To create On Location, Coldwell Banker Real Estate closely collaborated with both YouTube, a Google subsidiary, and Google to develop a customized framework and user experience – offering what is arguably one of the most comprehensive and immersive brand channels on the YouTube platform. On Location is the first branded YouTube channel to use dynamic IP lookup to search for videos, which automatically serves up local results when visitors first hit the site.
Social Media
ADVERTISING
Posts on Previews® social media reach an audience of over 200,000 per week
PREVIEWS INSIDE OUT
Official Luxury Blog of the Previews® Program
Previews® Inside Out Email
40,000+ AFFLUENT INFLUENCERS WITHIN THE PREVIEWS® NETWORk
This unique portal provides an insider’s look into luxury real estate, lifestyle and design from some of the nation’s leading voices and style-makers with a dedicated following of potential buyers in 44 countries. Additionally, Previews® Inside Out features exceptional properties from the Previews network, digital editions of Homes & Estates magazine and the biannual Coldwell Banker Previews International® Luxury Market Report.
Printed Media
ADVERTISING
Targeted to Reach the Right Buyers
A good advertising strategy will blend traditional print advertising with the use of the internet and social media. In some instances it is important to advertise your property in one or more key print publications. Coldwell Banker Residential Brokerage has relationships with regional and many local publications where sales associates may advertise your property.
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VIEW MAGAZINE
The Largest Regional Real Estate Brokerage Magazine
Multiple times per year, a special China edition of View is published and distributed through The Wall Street Journal in Beijing and Shanghai. This publication provides sellers with an even greater opportunity to reach international buyers.
Previews® has the ability to showcase properties at a vast regional level through View, a magazine exclusive to Coldwell Banker Residential Brokerage in Southern California and Arizona. The visually engaging, full-color magazine is distributed to consumers through news publications each month, reaching thousands of potential buyers in targeted, affluent zip codes.
THE WALL STREET JOURNAL
The Industry Leader of Business & Financial News
As one of the most widely read magazines of its kind, this beautifully printed publication is a pivotal component of the Previews® bespoke marketing program. Within its pages you’ll find the world’s most exquisite villas, chateaus and manor homes for sale showcased alongside luxury lifestyle content. Released in spring and fall, Homes & Estates reaches approximately 225,000 individuals around the globe through both its print and digital editions.
Printed in four-color to the highest standards, this biannual insert is delivered to more than 130,000 subscribers in the most affluent cities of the United States, the United kingdom, France and China.
Homes & Estates: The Wall Street Journal Special Insert
CUSTOMIZED DIRECT MAIL
Targeted to Reach the Right Buyers
Exclusive Mailing Lists
Target Luxury Buyers
This two-part process begins with the creation of print pieces that elevate the luxury home buying experience. These flyers, postcards and brochures provide crucial support to other advertising efforts.
It is equally important to ensure these pieces end up in the hands of buyers who have the financial resources to purchase your home. To this end, Coldwell Banker Previews International® has partnered with a firm that provides the highest quality intelligence data about the wealth and lifestyle market. Curating data from over 60 sources, these insights enable your Previews® Property Specialist to target prospective homebuyers whose net worth indicates their ability to afford a significant real estate acquisition.
PREMIER ADVERTISING OPPORTUNITIES
Achieved with Preferred Media Partnerships
Preferred Media Partners
Coldwell Banker Previews International® provides your exceptional home with the possibility of premium ad placement in the world’s most influential luxury lifestyle publications. From Robb Report Home & Style to Condé Nast Traveler, the Previews® program encompasses a distinguished portfolio of media partners to ensure your home’s exposure to affluent readers around the world.
THE POWER OF MEDIA
Across Print, Digital, and Television Mediums
With the media playing such a key role in generating demand for luxury real estate, Coldwell Banker Previews International® has created its own powerful network of public relations professionals to generate buyer leads by securing press placements for your special property. Previews® has a history of capturing the finest estates on camera, including television press coverage. Previews properties have been featured on CNN, CNBC, Bloomberg and a host of other TV outlets with strong viewerships.
Print and Online
THE WALL STREET JOURNAL
ASSOCIATED PRESS
BLOOMBERG
ELLE DECOR
FINANCIAL TIMES
BUSINESS INSIDER FORBES
FORBES LIFE
WEALTH MAGAZINE
ROBB REPORT
THE TIMES (LONDON)
LOS ANGELES TIMES
THE NEW YORk TIMES
WORTH MAGAZINE
BARRON’S
THE ECONOMIST
ARCHITECTURAL DIGEST
YAHOO!
ELITE TRAVELER
BLOOMBERG PURSUITS
PRIVATE AIR: LUXURY HOMES
UNIQUE HOMES
ESQUIRE
GQ
HOMES & ESTATES
Television
CNN
CNBC
FOX BUSINESS
EXTRA!
kCBS-TV
E! ENTERTAINMENT TELEVISION
NBC TV – OPEN HOUSE – 10
FOX11 LA - GOOD DAY & STUDIO 11
ABC 20/20
LUXURY MARkET REPORT
The Voice of Luxury Real Estate in Affluent News Media
All real estate may have local significance, but luxury real estate also has global influence. This philosophy is the inspiration behind the Previews® Luxury Market Report. Released biannually and widely covered by national media, the report tracks affluent buying trends, market activity, top cities for luxury home listings and sales and other insights that give clients and sales associates the broadest view of the luxury housing landscape.
AUDIENCE
The Luxury Market Report has been featured in prestigious media outlets that attract a global affluent audience:
CNBC
BLOOMBERG NEWS
FORBES
Uk DAILY MAIL
MSNBC
MARkET WATCH
INMAN NEWS
THE WALL STREET JOURNAL LUXURY DAILY
WORLD PROPERTY CHANNEL CURBED
