Homes & Estates

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ColdwellBankerLuxury.com | 11
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 Luxurysm 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,
, 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 theColdwell
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.