New Commercials Also Underscore Innovation, Bringing Consumers Real Estate Information "Anytime, Anywhere"
March 02, 2010 // Franchising.com // PARSIPPANY, N.J. -- As home buyers move into the market to take advantage of the extension and expansion of the federal homebuyer tax credit, Coldwell Banker Real Estate LLC has unveiled its 2010 marketing campaign, intended to highlight the accessibility of real estate information for buyers and sellers across the country and the expertise of its real estate agents. Building on the momentum of the successful 2009 "Portraits" campaign with company founders Colbert Coldwell and Arthur Banker, the new spots continue to emphasize the trust and heritage of the Coldwell Banker brand, and also reference the strength of its network of local real estate professionals. They also bring attention to the innovative Coldwell Banker tools now available to consumers who want to learn more about the housing market.
The first television spot, "Overheard," features a woman who has homeownership on her mind, and imagines everyone she encounters in the course of her day sharing information about available real estate properties - from a waitress to her son at a baseball game. The television spot reinforces the variety of ways that people can potentially absorb relevant information, including coldwellbanker.com, Coldwell Banker On Location™, the brand's YouTube channel, and the Coldwell Banker smartphone application, all of which deliver local real estate information to consumers on the go.
The second television spot emphasizes the sense of pride that Coldwell and Banker feel as a result of the hard work their agents have accomplished serving buyers and sellers across the country. It begins with Coldwell and Banker debating the best way to protect the brand's 2009 award in seller satisfaction among national full-service real estate companies from J.D. Power and Associates. To stress their pride and protectiveness over this sought-after award, Banker establishes a "Mission Impossible"-like laser security system in the company headquarters.
"While the economy has forced some companies to reduce or eliminate their emphasis on innovation and even consumer marketing, Coldwell Banker has not done so," said Michael Fischer, senior vice president of marketing for Coldwell Banker Real Estate LLC. "We want to be out in front of consumers ahead of the spring buying season. Our innovative services allow people to access real estate information anytime and anywhere, and our network of real estate agents is there to offer their expertise at any point of the home buying and selling process."
The Coldwell Banker commercials are currently airing on HGTV and cable telecasts of the Olympics on CNBC, USA & MSNBC. As of March 1, they will appear on high-profile original cable programs like "Damages" on FX and "Burn Notice" on USA as well as home related shows like "Sell This House" on A&E and "My First Home" on TLC.
The spots will also run online as part of a digital video buy on Hulu and on the Google Video Network.
The television spots were conceived by Coldwell Banker Real Estate strategic and creative agency of record, McKinney of Durham, N.C. and directed by Brent Harris.
Since 1906, the Coldwell Banker® organization has been a premier full-service real estate provider. The Coldwell Banker system has more than 3,300 residential real estate offices and nearly 97,000 sales associates in 49 countries and territories. The Coldwell Banker system is a leader in the industry in residential and commercial real estate, and in niche markets such as resort, new home and luxury property through its Coldwell Banker Previews International® division. Coldwell Banker Real Estate LLC is a subsidiary of Realogy Corporation, a global provider of real estate and relocation services. Coldwell Banker® is a registered trademark licensed to Coldwell Banker Real Estate LLC. Each office is independently owned and operated.