Mike Fischer
Coldwell Banker recently launched 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. Coldwell Banker says 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.”
In Mississauga, Ont. recently at a Canadian brokers conference, Michael Fischer, chief marketing officer for Coldwell Banker Real Estate told REM, “If a real estate professional is not using video (for their marketing) I think they are missing out on a huge part of how consumers are consuming advertising.” He says video is especially important in the luxury home market.
“A lot of brands are still selling luxury properties with the same old yard signs.” Fischer says the revamped website gives Coldwell Banker agents “a whole new platform, something special…Selling luxury homes is about emotions and lifestyle. For us, video is a great way to connect.”
The new website also showcases black-and-white photography with a home page slideshow of images, along with the video tours of listings. The website 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, and has a currency converter.
Certified Coldwell Banker agents can use 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 Coldwell Banker Previews International program has been marketing luxury homes since 1933.
