By Sandra J. Pennecke
Coldwell Banker has been immersed in the real estate market since 1906.
The California company started filming previews of luxury homes about 60 years ago and often showed the previews in movie theaters.
That’s where the name, Coldwell Banker Previews International, originated. But now, Coldwell Banker has retired that name and brought its marketing into the 21st century to make it more modern and better express what it does.
The Global Luxury program was unveiled this month with a new logo, signage and website all reflective of the globalization of modern luxury. Agents will get rebranded stationery, business cards and marketing materials reflective of the new look.
The new website, coldwellbankerluxury.com, boasts a simple and sleek black-and-white logo with a take on the classic Coldwell Banker brand imagery. It will connect 750,000 luxury agents in multiple international markets and syndicate listings to real estate portals worldwide.
The need for a Global Luxury program is there and the numbers reflect it.
In 2016 Coldwell Banker affiliated sales associates represented home buyers and sellers in more than 25,000 luxury home sales transactions priced at $1 million or more. The company said its luxury property specialists handle about $130 million in luxury home sales every day.
“This is a new way of setting off beautiful luxury homes in our marketplace,” said Pat Steele, managing broker for the company’s Virginia Beach office, noting luxury homes in Hampton Roads range from $750,000 and above.
Those two words – global luxury – are what Dorcas Helfant-Browning, former president of the National Association of Realtors, said defines the program.
“You see that tagline wherever you are in the world and see that we cover the world,” Helfant-Browning said. “We handle luxury properties wherever you wish to be.”
The rebranding comes at an important time in today’s digital environment.
“Entrepreneurs are becoming far more mobile these days,” Helfant-Browing said. “And their desire to move, based on location, business atmosphere or political environment is very important.”
Helfant-Browning also pointed out luxury buyers come from different backgrounds whether they are executives, entertainers, artists, inventors or doctors and they may surface at any time and in any place.
According to the National Association of Realtors, $100 billion in U.S. property sales each year can be attributed to international buyers.
“We had to ensure the message was more relevant to the generation emerging into the global society,” Helfant-Browning said. “The words ‘global luxury’ say it all.”