Coldwell Banker Real Estate LLC, the original Silicon Valley real estate startup founded in 1906, knows what matters to buyers and sellers. Over the past three years, it has tapped into big data and smart home technology to help its affiliated agents sell homes. Now, the real estate company is unveiling its technology suite for the first time directly to consumers in a series of advertisements titled “Storytelling.” This release comes directly after the emotionally driven Coldwell Banker® brand advertising spot, “Somebody to Love,” which debuted in March as one of the highest rated ads of all time.
“For years, we have focused on building an emotional connection with our audiences. We know that our customers want to feel good about the real estate company they choose when buying or selling a home. 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. We are telling consumers how the Coldwell Banker brand can support them in a unique way when it comes to selling 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.” – David Marine, vice president of brand engagement for Coldwell Banker Real Estate LLC.
About the Coldwell Banker Technology Suite
Smart Home Staging Kit: Seventy-nine (79) percent of affiliated Coldwell Banker sales associates say their home buyers are interested in smart home technology, according to a recent Coldwell Banker poll. Preliminary data shows that homes designated and marked as a “smart home” on ColdwellBanker.com are receiving two times more conversions* than the site average. Over the past three years, the Coldwell Banker brand has placed a tremendous focus on the smart home, becoming one of the first real estate brands with Smart Home certified real estate agents, and also among the first real estate brands to offer a Smart Home Staging Kit. The ad spot explains why sellers should consider smart home technology to better appeal to buyers. Learn more here and watch the ad spot here.
CBx: The Coldwell Banker® brand recognized a major white space with big data in understanding what makes a home sell. Using big data, it created an application just for Coldwell Banker sales associates that can depict who buyers are for any given neighborhood, where they are coming from and the accurate price for a home. Learn more here and watch the ad spot here.
ZAP® Platform: The Coldwell Banker brand has recently launched a new website platform that can tell an affiliated agent how ready a buyer is when looking at a home. Directly linked to the MLS, the ZAP platform always has the most up-to-date home information. Buyers are able to see all listings available and get a better feel for the listing before stepping foot on the property. The ZapScoreSM allows Coldwell Banker sales associates to better understand a consumer’s needs and determine when they’re looking to buy, thus widening the net of prospective buyers for their clients. Learn more here and watch the ad spot here.
In addition to the “Storytelling” series, the Coldwell Banker brand also created five 15-second “Sign Drop” spots that quickly showcase the real advantages that the company brings to consumers:
- The most influential real estate brand on social media [view ad here]**
- Helped find homes for 20,000 dogs [view ad here]
- One of the first real estate brands with agents who are smart home specialists [view ad here]
- An advanced app to predict where buyers are coming from [view ad here]
- The most visited real estate brand online [view ad here]***
Both “Storytelling” and “Sign Drop” advertising series can be viewed at: coldwellbanker.com/realadvantages.
The ads were conceived by Siltanen & Partners, the national advertising agency for Coldwell Banker Real Estate LLC.
*Consumers clicking to take additional action on the website.
** Based on Klout 2016 analytics.
*** Based on comScore 2016 analytics.