Coldwell Banker Real Estate's New Marketing Campaign Explains How Trusted Agents and the Right Tools Lead to Smart Real Estate Decisions
March 17, 2011 // Franchising.com // PARSIPPANY, N.J. -- As home buyers move into the spring buying season, Coldwell Banker Real Estate LLC has launched a new marketing campaign emphasizing the importance of a skilled real estate agent who can help buyers and sellers through the process of homeownership. This integrated effort includes 30 and 15 second spots that underscore how the right agent and the right tools combine to ensure smart real estate decisions.
"Our consumer research shows us that home buyers want protection against making a wrong decision, whether it be financial or in choosing the right home," said Michael Fischer, chief marketing officer, Coldwell Banker Real Estate. "We understand that for most, a home represents the biggest investment of their lives. Our campaign illustrates how people can empower themselves with information online. And no matter how daunting the process may seem, a trustworthy real estate agent can give them the confidence and guidance to make the right move."
One of the spots, "Wrong Decisions," follows a couple starting the home search on their own. They soon realize many homes come with a catch: one home is sinking into the ground, another has hazardous levels of radiation and the last is dangerously close to an airport runway. After consulting with a Coldwell Banker agent and using the brand's platform of online tools, the couple finally finds their dream home. The light-hearted commercial emphasizes that buyers need assistance from a trusted agent because "the wrong home" may not be that obvious.
Fischer continued, "It comes down to a simple equation; trusted agents, plus the right tools, equals smarter decisions."
The Coldwell Banker commercials are currently airing on CNN, HGTV, ESPN and USA Network among other networks, with an online media schedule tied to the campaign as well. The television spots were conceived by Coldwell Banker Real Estate strategic and creative agency of record, McKinney of Durham, N.C., who worked in conjunction with MediaCom to place the new spots in appropriate media outlets.
To view the new Coldwell Banker Real Estate commercials, please visit the Coldwell Banker YouTube channel On Location.
About Coldwell Banker®
Since 1906, the Coldwell Banker® organization has been a premier provider of full-service residential and commercial real estate. Coldwell Banker is the oldest national real estate brand in the United States and today has a network of nearly 92,000 sales associates and brokers working in approximately 3,300 offices in 50 countries and territories. The Coldwell Banker brand is known for creating innovative consumer services as recently seen by being the first national real estate brand to augment its web site www.coldwellbanker.com for smart phones, the first to create a iPhone application and the first to fully harness the power of video in real estate listings, news and information through its Coldwell Banker On LocationSM YouTube channel.The Coldwell Banker system is a leader in specialty markets such as resort, new homes and luxury properties through its Coldwell Banker Previews International® marketing program. Coldwell Banker Real Estate LLC fully supports the principles of the Fair Housing Act and the Equal Opportunity Act.Each office is independently owned and operated.
Coldwell Banker Real Estate LLC
CooperKatz for Coldwell Banker Real Estate LLC
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