COLDWELL BANKER SEAL UNVEILS NEW PREVIEWS MARKETING PROGRAM
PORTLAND, OR (July 10, 2012) – Coldwell Banker Seal announced the launch of a rebranded set of marketing and sales tools for Coldwell Banker Previews International®, Coldwell Banker’s luxury home sales program. The new marketing effort highlights Henderson Talbot, a real estate entrepreneur from the 1930s who used film to “preview” exclusive homes among clients and contacts. That ingenuity inspired the “Previews” name years ago, and holds true today, as video and high-end photography have emerged as essential sales tools for marketing luxury real estate properties.
The exclusive group of luxury certified Coldwell Banker Previews Property Specialists make up approximately eight percent of Coldwell Banker® sales professionals worldwide. Coldwell Banker Previews participated in 13,500 transaction sides of homes priced at $1 million or more in 2011.
On a local level, Coldwell Banker Seal has a strong reputation for selling luxury properties, with Previews being the first real estate program in the Pacific Northwest focused solely on luxury real estate.
“We have certified Previews luxury specialists right here in our backyard representing some of the most prestigious properties in the area,” said Suzanne Mueller, chief marketing officer, Coldwell Banker Bain | Seal. “This rebranding campaign is a testament to their success and the success of the program at large.”
A keen focus on photography is evident in the re-launch of coldwellbankerpreviews.com. Featuring more than 12,000 exceptional estates, the website showcases stunning black-and-white photography with a homepage slideshow of images and video tours of listings from the Coldwell Banker Previews International network.
The website also includes a special luxury “features” search option allowing buyers to search properties by using keywords like “waterfront,” “wine country,” “equestrian” and more. A list of the brand’s recent notable sales will also be spotlighted. Consumers can search in multiple languages with pricing shown in different currencies.
Brokers will leverage an expanded suite of customizable Previews marketing materials that include the new look and feel of the national campaign. Each showcases the distinct advantages of Coldwell Banker Previews International ending with the tagline, “History is the difference. Experience is the difference. Global is the difference.”
The rebranding campaign includes:
- Local branding templates
- Property and Personal marketing materials
- New high-end stationery line
- eMarketing series
- Listing presentation
- Capabilities brochure
The Coldwell Banker Seal website reflects the new look and feel and the digital Exceptional Properties magazine has evolved to the Previews digital magazine.
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ABOUT COLDWELL BANKER PREVIEWS INTERNATIONAL®
The Coldwell Banker Previews International® program has been marketing luxury homes since 1933. This luxury home marketing program has been exclusive to Coldwell Banker® affiliates since 1980. The exclusive group of certified Previews® Property Specialists make up eight percent of the approximately 85,000 Coldwell Banker sales associates worldwide. Coldwell Banker Previews International participated in more than 13,500 transaction sides of homes priced at $1 million or more in 2011. On average, Previews handles $70 million in luxury homes sales every day. The website www.coldwellbankerpreviews.com features more than 17,000 luxury properties from around the globe. Coldwell Banker, Previews and Coldwell Banker Previews International are registered marks licensed to Coldwell Banker Real Estate LLC. Each office is independently owned and operated.
ABOUT COLDWELL BANKER BAIN | SEAL
Since 1906, the Coldwell Banker® organization has been the premier provider of full–service real estate. The Coldwell Banker system has nearly 3,200 residential and commercial real estate offices with over 87,000 sales associates globally. The company is an industry leader in residential real estate, new homes, and luxury properties. For the past 40 years, this legacy of success has been carried on in the Pacific Northwest by Coldwell Banker Bain | Seal. Operating as Coldwell Banker Bain in Western Washington and as Coldwell Banker Seal in the Portland/Vancouver metropolitan area, the company is perennially one of the top two Coldwell Banker affiliates in the world and is number one in the West. Coldwell Banker Bain | Seal consistently ranks among the Top 20 Real Estate Companies in the nation as cited by Real Trends and RIS Media’s Real Estate.
