Homes & Estates

Coldwell Banker-affiliated agents and teams handle more than $129.6 million in luxury home sales each day.*

message. We create innovative real estate solutions and exceptional experiences for high-net-worth clients. We’ve been doing it for over 100 years, and we plan to keep on doing it for 100 more.” The new name and visual identity system for the Coldwell Banker Global Luxury sm program was unveiled to the public in April, following a pre-launch rollout to agents and brokers in key luxury markets. A modern and elegant black-and-white logo has begun appearing on signage, business cards and collateral materials in most luxury markets. The revamped program also includes an enhanced and immersive certification course, a new international website, coldwellbankerluxury.com, and a renewed focus on delivering content through a blog, social media and Homes & Estates magazine. Hogan calls this “a 360-degree approach to marketing.” “Because the target demographic for luxury real estate is a smaller niche and traditionally not bounded by international borders, it puts the onus on the luxury real estate professional to be almost omnipresent — in advertising, in media, in personal networking,” he explains. Embraced by Agents, Beloved by Brokers Many of the brand’s top sales associates and brokers have happily embraced the enhancements, believing they will reinvigorate their own marketing campaigns and give them a competitive edge when it comes to telling the brand story. Carrie Wells, a

leading agent affiliated with Coldwell Banker Mason Morse in Aspen, who works with affluent clients spanning the United States from the Northeast to the Midwest and West Coast, has been particularly excited about the rollout. “I think it’s really important to tell a cohesive story,” says Wells. “The new identity system has made it much easier for agents and the public to visually connect the longstanding history of Coldwell Banker with the story of our global luxury

experience. But more importantly — when I can tell my clients that we sell a lot of $1 million-plus homes globally, that’s a pretty impactful statement. My clients understand instantly that being associated with a well- known brand like Coldwell Banker means a high level of service.” Judging by Wells’ and other agents’ early response to the new branding, the future looks bright for the enhanced Coldwell Banker Global Luxury program. The ability to progress has led the Coldwell Banker ® brand to this very moment. Like Versace,

like Aston Martin, like Tiffany and all others who have achieved icon status — to endure means to evolve. “We hope to create a lasting program that’s going to inspire the next generation of luxury real estate agents,” says Blankenship. “Not everyone can be a Property Specialist with the Coldwell Banker Global Luxury program, and that makes it very special.”

* Data based on closed and recorded transaction sides of homes sold for $1 million or more as reported by the U.S. Coldwell Banker ® franchise.

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