For real estate agents, any effective marketing and branding effort can start with a great story. Coldwell Banker Real Estate LLC is taking this to a new level, as it debuts its technology suite directly to consumers in a series of advertisements titled “Storytelling.”
The company in March debuted a heart-tugging ad, “Somebody to Love,” which became one of the highest rated ads of all time.
David Marine, vice president of brand engagement for Coldwell Banker Real Estate, said the company has focused on building an emotional connection with its audiences for a number of years.
“We know that our customers want to feel good about the real estate company they choose when buying or selling a home,” he said in a statement. “That’s why on the heels of one of our most emotional ads of all time, we are releasing nine ads that go beyond the emotion of home.”
Marine pointed out that the company is using the method to appeal to consumers just how the Coldwell Banker brand can provide unique support when it comes time to sell their home.
“For the first time, we are giving away our secrets, pulling back the curtain as to the reasons we are the real estate company with real advantages,” he explained.
The company has been active on social media and is involved with dog adoption efforts in a number of markets. It has helped find homes for more than 20,000 adoptable dogs.
According to The Humane Society, between six and eight million dogs and cats enter shelters each year. That sparked officials at Coldwell Banker to make a difference. It partnered with Adopt-a-Pet.com, to find homes for adoptable animals nationwide.
The company renewed its efforts with Adopt-a-Pet to find homes for canine companions and its “Somebody to Love” spot offered an emotional journey for a man and a dog.
In a blog post, Marine noted that “the physical and emotional shelter that home provides is one of the single greatest investments anyone can make, and adopting a dog into it makes it even more valuable.”
Technology also has been at the heart of the company’s efforts.
Coldwell Banker’s CBX app offers information on setting the best price to ensure a quick sale. It offers data that can help agents determine where the best potential buyers are coming from.
Zap technology offers agents information on how to find the best potential buyers, which can be particularly effective in competitive markets.
Coldwell Banker also offers the Smart Home Staging kit, which can help clients transform their house into a smart home, making it even more attractive in a competitive market.
According to a survey conducted by Coldwell Banker, sellers today are willing to ante up to “smart stage” their home.
According to the survey, 54 percent of homeowners indicated that they would purchase or install smart home products if they knew that doing so would make their home sell faster.
Moreover, 57 percent of Americans consider an older home to be “updated” if it has smart home technology.
The Coldwell Banker kit allows consumers to enhance their homes to meet the definition of a smart home as developed by CNET and Coldwell Banker. It includes items in home product categories that include smart temperature, smart security, smart safety and smart lighting.