Category Archives: Technology & Innovation

2014 Coldwell Banker Marketing Video

Sean BlankershipThis is a fun time of year where we celebrate the holidays with our friends and loved ones, re-charge our batteries, and take a moment to reflect on our achievements of this past year.  I am excited for the future of our Coldwell Banker marketing efforts knowing we have a lot of momentum going into 2015.

In 2014 the industry continued to return to normalcy, or what we call a more traditional market.  And all forecasts for 2015 point to opportunity for the greatest Brand in real estate, Coldwell Banker.  As we continue to evaluate our position in the marketplace, our investments in advertising, PR and digital marketing will continue to be laser focused on winning listings.

This year we began reinventing the Brand’s digital platforms, beginning with the new eMarketing program and coldwellbanker.com.  With innovations such as CBx, and the forthcoming all-new Coldwell Banker Works replacement, 2015 will further demonstrate that the original Silicon Valley start-up is stronger than ever. Our founders, Colbert Coldwell and Arthur Banker saw an opportunity to change the way people bought and sold real estate, and our continued efforts carry their legacy of Trust and Innovation with a little swagger!

As I look to 2015, the Brand will have a continued focus on the quality of our consumer engagements across all Marketing disciplines: Advertising, Public Relations, Digital Marketing and Social Media.  At the pillar of our strategy is the creation of exceptional content (see our blog Blue Matter). This content, designed to engage consumers across all mediums before, during and after their transaction to ensure Brand “stickiness.”  Our investments in Marketing must work harder and our ability to generate magnificent content (e.g. video, photography, blog, etc.) will be key.  Additionally, the Brand will be investing in an overhaul of our Previews® program.

Our media and creative strategy in 2014 drove consumer awareness and engagement to new levels, and resulted in some stellar performance metrics:

  1. ColdwellBanker.com total traffic increase of 10%
  2. Consumer leads increased by 20%
  3. Career leads increase of 3%
  4. Mobile traffic increase of 51%

And while these are the highlights, I thought you would enjoy a look back at 2014 through the eyes of our marketing leadership team – David Marine VP Brand Engagement, David Siroty VP Public Relations & Communications and Anna Visioli VP Digital Marketing.

How good are you at creating tablet presentations?

In preparation for an upcoming Tablet Presentation Workshop, I decided to practice by working on a new presentation myself. Check it out.

 

Preview 1 of the soon to launch ‘NEW’ Casa Bella Realtors website!

Following extensive technical research followed by the process of choosing the right production/solution partners, Coldwell Banker Casa Bella Realtors is excited to be in the final stages of completing what we know with be an amazing local resource for complete real estate services.  Here is a quick look at the Home Page Navigation.

 

Why Video is Important to Real Estate Marketing

WHY VIDEO?
Simply put, the market demands video. Not just photos. Not virtual tours. Full-motion video.

That’s why Coldwell Banker is leading the way with innovations like On Location. Now, whenever a Coldwell Banker agent posts a video, it appears on YouTube’s most visited real estate channel, and gets published at coldwellbanker.com and the Coldwell Banker App for iPad.

Take a look at the numbers and you’ll understand why Coldwell Banker is dedicating unmatched resources to helping its agents develop and market their own videos:

YouTube has more than 3 billion video views per day

Coldwell Banker On Location is the #1 most visited YouTube™ channel for real estate

  • More than 3 million visitors since launch
  • More than 2 million video views and counting
  • More than 100,000 user-generated videos uploaded

Listings with video generate 20% more leads at ColdwellBanker.com
73% of consumers prefer to list with an agent who uses video
Remember, if you’re not using technology like Coldwell Banker On LocationSM to extend the marketing reach of your clients’ homes, you’re putting yourself at a huge competitive disadvantage.

Seem overwhelming? Not Sure where to begin?  We’ve got you covered. Check out:

THE 5 STEPS

TO CREATING PROFESSIONAL-QUALITY REAL ESTATE VIDEOS!

http://onlocationvideo101.com

Survey: iPads are the marketing tool of the future

Email still rules, print is dead

BY INMAN NEWS, TUESDAY, APRIL 3, 2012.  Inman News®

iPad app by Coldwell Banker, available in iTunes

It’s an iPad world. More than 75 percent of the 110 real estate professionals who participated in a survey by marketing technology firm Imprev selected “iPad presentation” as the marketing tool they would most like to have.

“Drip” e-marketing campaigns placed a distant second at 35 percent, followed by websites at 29 percent, and blogs at 28 percent.

“Real estate agents are shouting that they want their iPad apps,” said Renwick Congdon, CEO of Imprev, the marketing technology firm that conducted the survey.

About 52 percent of respondents reported smartphones as their favorite hardware, followed by iPads/tablets at 26 percent, laptops at 16 percent, and desktop computers at 5 percent.

Fifty-one percent of survey respondents selected email as the most effective current marketing tool, followed by Agent website at 50 percent, virtual tours at 42 percent, printed postcards at 36 percent, and Facebook at 32 percent.

Ten years ago, according to survey respondents, the most effective marketing tools were all print-based, including newspaper display ads, postcards, fliers, newspaper classified ads and magazine display ads.

CNBC Real Estate Coorespondent Dianna Olick broadcasting from Inman Connect

Social Media Cheatsheet

12 Days of Christmas

Happy Holidays!  Welcome to the 12 Days of (Real Estate Training) Christmas!!

 

Click the ‘Skills’ tab at the Top for the 12 Days Series.  Enjoy!

Coldwell Banker Holiday TV Spot – Crowded House

Coldwell Banker Holiday TV Spot – Crowded House

If you haven’t noticed, the holidays are upon us. In years past, Coldwell Banker has done some unique holiday related advertising. Last year, we created a billboard in Times Square that featured agents and locations with holiday themed names.

This year we partnered with NBC to not only create a holiday themed TV spot, but also advertise on some of the most notable holiday programs. This week, we launch our holiday themed ad which we call “Crowded House.” Our recent survey of consumers showed that 40% of people have more than 15 people living under one roof during the holiday season! As you’ll see in the video below, we played off that concept in what we think is a relatable TV commercial.

In addition, this new ad will be running on the marquee holiday programs on NBC including the Macy’s Thanksgiving Day Parade and the Rockefeller Christmas Tree Lighting as well as other holiday related programs throughout the upcoming weeks.

As we reference in an earlier blog post, the holidays bring out a new appreciation for home and it plays a larger role in the memories and the enjoyment of the holiday season. From our home to yours we hope you have a happy holiday season.

Take a look at our holiday ad below and be on the lookout for it this week on NBC.

Coldwell Banker iAd for iPad

Coldwell Banker is the first real estate company to work with Apple on an iAd

Coldwell Banker in Times Square for the Holidays!

This holiday season Coldwell Banker has a holiday themed billboard running in the heart of New York City, Times Square. See how Coldwell Banker has taken holiday-esque towns and agent names to create a festive digital billboard right on the corner of 44th & Broadway that will run through January 1, 2011.