NEW COLDWELL BANKER® NICHE MARKETING PROGRAMS TARGET BABY BOOMERS AND AFFLUENT MARKET
Stand-Alone Baby Boomer Marketing Kit Launched; Enhancements Made to Coldwell Banker Previews International® Program
PARSIPPANY, N.J. (March 29, 2006) — Coldwell Banker Real Estate Corporation announced today the launch of a new marketing initiative called "Best of Your Life," which specifically targets baby boomers as their own unique demographic. The company has also enhanced its Coldwell Banker Previews International® program to help Coldwell Banker® sales associates better serve affluent clients.
The "Best of Your Life" program includes collateral materials focused on buyers and sellers and their active lifestyle needs. Messaging and imagery follow the theme, "the days to come are indeed ‘the best of your life,'" and are dedicated to consumers ages 50 to 69 who are excited to be in this phase of their lives.
"Because baby boomers are in the prime of their lives and also in their prime real estate buying years, they are redefining the real estate industry," says Charlie Young, senior vice president of marketing, Coldwell Banker Real Estate Corporation. "They certainly do not view themselves as senior citizens. With these new marketing materials, the Coldwell Banker sales associate will be much better equipped to market to the most important demographic group in U.S. history."
Coldwell Banker Previews International, the exclusive Coldwell Banker brand service dedicated to the luxury home market, recently rolled out a completely revised certification course available exclusively to sales associates serving affluent real estate clients. The course provides guidance into marketing to the affluent, and insight into understanding their real estate needs and the program's five key service essentials. Providing exceptional service and results are the cornerstones of the Previews® program.
This addition to the Previews program follows last year's enhancements that included a new logo and marketing program to appeal to its affluent audience. The new "Blue Sunrise" logo, which uses gold and a deeper blue, is a departure from the typical blue and white Coldwell Banker color scheme. The brand's high-end luxury Web site, coldwellbankerpreviews.com, is also gaining significant attention. Recently, the site was named "Best Real Estate Web Site" by the Web Marketing Association. "This is the first step in clearly defining to this subset of consumers how Coldwell Banker Previews International® an fit their needs and enhancing the Previews® brand name," says Young. "Along with the new logo and marketing program, which resonate very well with the target audience, it was imperative to provide training opportunities that delve deeper into the affluent lifestyle and help our sales associates market to this group more effectively."
About Coldwell Banker®
Since 1906, the
Coldwell Banker® organization has been a premier
full-service real estate provider. In 2008,
Franchise Times magazine's prestigious Top 200 issue
ranked the Coldwell Banker system No. 1 in real estate for the ninth straight year and 12th among franchisors
in all industries. The
Coldwell Banker System has approximately 3,500 residential real estate offices
and approximately 100,000 sales associates in 47 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. It is a pioneer in consumer services with its
Coldwell Banker Concierge
® Service Program and award-winning Web site,
www.coldwellbanker.com.
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.
