Coldwell Banker Real Estate LLC recently announced the launch of a completely updated website and new marketing campaign for Coldwell Banker Previews International®, the brand’s luxury home sales program. The effort highlights Henderson Talbot, a real estate entrepreneur from the 1930s who used film to “preview” exclusive homes among clients and contacts. That ingenuity inspired the “Previews” name years ago, and holds true today, as video and high-end photography have emerged as essential sales tools for luxury real estate properties.
The exclusive group of luxury certified Coldwell Banker Previews Property Specialists make up approximately 8 percent of Coldwell Banker® sales professionals worldwide. Coldwell Banker Previews Property Specialists participated in more than 13,500 transaction sides of homes priced at $1 million or more in 2011.
“There is a reason why Coldwell Banker sells, on average, more than $70 million in luxury homes every day,” says Michael Fischer, chief marketing officer, Coldwell Banker Real Estate LLC. “Our certified Previews luxury specialists routinely represent some of the world’s most prestigious properties. This new campaign is a testament to their success.”
“Henderson Talbot understood that his affluent consumers sought differentiation in every aspect of their lives, and he utilized film to draw them in,” Fischer says. “His spirit of sophistication to capture his discerning clientele inspired the new campaign and we fully believe that our new website and marketing materials will resonate with the world’s most influential and successful people of our time.”
A keen focus on photography is evident in the re-launch of coldwellbankerpreviews.com. Featuring more than 12,000 estates, the website showcases black-and-white photography with a homepage slideshow of images and video tours of listings from the Coldwell Banker Previews International network.
The website also includes a special luxury “features” search option allowing buyers to search properties by using keywords like “waterfront,” “wine country,” “equestrian” and more. A list of the brand’s recent notable sales will also be spotlighted.
The newly designed website is viewable in many languages, including: English, French, German, Japanese and Spanish, while also featuring a robust currency converter.
Certified agents will leverage an expanded suite of customizable Previews marketing materials that include the new look and feel of the national campaign. Each showcases the distinct advantages of Coldwell Banker Previews International ending with the tagline, “History is the difference. Experience is the difference. Global is the difference.”
The campaign includes:
• Local branding templates
• Property and Personal marketing materials
• New high-end stationery line
• eMarketing series
• Listing presentation
• Capabilities brochure
For more information, visit www.coldwellbankerpreviews.com.
