123 main street global marketing plan...sample coldwell banker global luxury is an effective global...
TRANSCRIPT
PRE-MARKETING JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Professional Photography
Global Luxury Sign
PRINT & DIGITAL MARKETING JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Global Luxury Mailer or Brochure
Wall Street Journal
Homes & Estates Regional Edition
New York Times
Homes & Estates Global Edition
Homes & Estates Global Edition Digital E-blast
High-Definition Home Movie
KEY WEBSITES JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
ColdwellBankerLuxury.com
ColdwellBanker.com
ColdwellBankerHomes.com
APP.com
CNNMoney.com
DailyRecord.com
HomeFinder.com Network
Homes.com
Hotpads.com
Juwai.com
ListHub.com (Global Network)
LoHud.com
MansionGlobal.com
MSN.com
MyCentralJersey.com
NJ.com
NewYorkTimes.com
NorthJersey.com
REALTOR.com
RealEstate.AOL.com
RobbReport.com
Trulia.com
UniqueHomes.com
USLuxuryEstates.com*
WallStreetJournal.com
Zillow.com
Advertising subject to change due to market trends and availability. *Properties are featured on a rotating basis.
123 MAIN STREET GLOBAL MARKETING PLAN
COLDWELLBANKERLUXURY.COM
©2017 Coldwell Banker Residential Brokerage. All Rights Reserved. Coldwell Banker Residential Brokerage fully supports the principles of the Fair Housing Act and the Equal Opportunity Act. Operated by a subsidiary of NRT LLC. Coldwell Banker, the Coldwell Banker Logo, Coldwell Banker Global Luxury and the Coldwell Banker Global Luxury logo service marks are registered or pending registrations owned by Coldwell Banker Real Estate LLC. 95515 3/17
SAMPLEColdwell Banker Global Luxury is an effective global marketing program for luxury properties. In addition to the advertising efforts of our local sales office, Global Luxury marketing efforts are designed to reach and capture the affluent consumer through a multi-level partnership using our international, national, regional and local resources. Coldwell Banker Global Luxury has reserved a wealth of exclusive marketing and prominent advertising placements to effectively market your home to targeted buyer pools encompassing the following components:
PROPERTY PREPARATION
• Professional photography – the Global Luxury Regional Support Team will coordinate with a professional photographer and your sales associate to set up a photo shoot for your home.
• Copywriting – the Global Luxury Regional Support Team will coordinate with your sales associate and a professional copywriter to prepare copy for print pieces and advertisements.
INTERNATIONAL WEBSITE EXPOSURE
Coldwell Banker Global Luxury listings are displayed on as many as 900 websites with an exceptional international reach including our network of company-owned websites and strategic partner sites. Of particular note, Global Luxury properties are marketed on:
• ColdwellBankerLuxury.com
• Juwai.com
• ListHub.com (Global Network)
• MansionGlobal.com
• NewYorkTimes.com
• RobbReport.com
• UniqueHomes.com
• USLuxuryEstates.com (International Microsite)
• WallStreetJournal.com
PUBLIC RELATIONS OPPORTUNITIES
Reserved for properties that are of a historic nature, architecturally unique or enjoy other landmark features, our in-house public-relations team will assist your sales associate in any way possible to reach various media outlets if your property warrants.
GLOBAL LUXURY HIGH-DEFINITION HOME MOVIE
The Global Luxury High-Definition Home Movie offers a unique way to show potential buyers your home at any given time at their convenience. This full motion video of your home is enhanced with music. The video is streamed online at ColdwellBankerLuxury.com, ColdwellBankerHomes.com, Coldwell Banker’s “On Location” channel on YouTube and other partner websites.
123 MAIN STREET GLOBAL MARKETING PLAN
The Coldwell Banker Global LuxurySM marketing program provides comprehensive exposure for some of the world’s most luxurious homes. To effectively market your home to targeted buyers, Coldwell Banker Global Luxury has reserved a wealth of prominent marketing and advertising placements encompassing the following components:
■ High-quality full-color Coldwell Banker Global Luxury property materials are created to display your home to potential buyers.
■ The New York Times has a circulation of just over 146,000. Our full-color Global Luxury ads are included in the New Jersey zone
covering New Jersey, metro Philadelphia (including Bucks County) and Orange and Rockland Counties in New York.
■ The Wall Street Journal has a northeast circulation of 255,000 with a readership throughout New Jersey, New York, Connecticut,
Maine, Massachusetts, New Hampshire, Rhode Island and Vermont. Our full-page Global Luxury ads are featured 2-3 times each month.
■ Homes & Estates Global Edition, the exclusive magazine of Coldwell Banker® is available in both print and digital formats and has a
readership of over 300,000.
— The Magazine (Print: 100,000) – The printed edition of Homes & Estates is distributed as a standalone publication on newsstands in
the U.S., Canada, Central and South America, Europe, Asia, Australia and the Middle East. It is direct mailed to ultra-high net worth
individuals, including top clients of Coldwell Banker affi liated sales associates, and shipped to Coldwell Banker offi ces worldwide. The
magazine will be distributed to select airline lounges. In addition, 35,000 Homes & Estates magazines will be inserted into Unique
Homes magazine (Global Issue) representing wealthy prospects in more than 80 countries worldwide.
— The Digital Edition (Distribution: 50,000) – The digital edition of Homes & Estates is emailed to a targeted group of affl uent consumers
and promoted on UniqueHomes.com
■ Homes & Estates Regional Edition available in print and digital formats, Homes & Estates Regional magazine is distributed throughout
the Northeast.
— The Magazine (Circulation: 144,000) – The printed edition of Global Luxury
Homes & Estates Regional magazine reaches over 144,000 individuals in
Massachusetts, Maine, New Hampshire, Rhode Island, Connecticut, New
York, New Jersey and Pennsylvania through a combination of direct mail
insertions into subscriber copies of the Wall Street Journal.
— The Digital Edition – A digital version of Homes & Estates Regional magazine
is published on ColdwellBankerHomes.com.
■ The Global Luxury High-Defi nition Home Movie offers a unique way
to show potential buyers your property on-line at any given time, at
their convenience. This full motion video of your home is enhanced
with music. The video is streamed online at coldwellbankerluxury.com,
ColdwellBankerHomes.com, Coldwell Banker’s channel on YouTube and
other partner websites.
COLDWELL BANKER GLOBAL LUXURYMARKETING PROGRAMCOLDWELL BANKER GLOBAL LUXURYSM
MARKETING PROGRAM
COLDWELLBANKERLUXURY.COM
©2017 Coldwell Banker Residential Brokerage. All Rights Reserved. Coldwell Banker Residential Brokerage fully supports the principles of the Fair Housing Act and the Equal Opportunity Act. Operated by a subsidiary of NRT LLC. Coldwell Banker, the Coldwell Banker Logo, Coldwell Banker Global Luxury and the Coldwell Banker Global Luxury logo service marks are registered or pending registrations owned by Coldwell Banker Real Estate LLC. 117290NJ_5/17
REGIONAL, NATIONAL & INTERNATIONAL PRINT ADVERTISING
• Coldwell Banker Global Luxury Property Mailers or Brochures Your Global Luxury agent has access to a variety of high-quality, full color postcards and brochures to choose from to best display your home to potential buyers.
• National & International Mailing Lists Your Coldwell Banker Global Luxury agent has access to targeted mailing lists which include aircraft, yacht and horse owners, Fortune 1000 executives, real estate investors, and senior level executives, plus a roster list of local, regional and national Coldwell Banker Luxury Property Specialists.
• Wall Street Journal – Northeast Region Circulation of 255,000+ over 8 states: ME, NH, VT, MA, RI, CT, NY & NJ
• New York Times – New Jersey Zone Circulation of 146,000 throughout New Jersey, metro Philadelphia (including Bucks county) and Orange and Rockland counties in New York.
• Homes & Estates Regional Edition Available in print and digital formats, Homes & Estates Regional Magazine is distributed throughout the northeast. — The Magazine (Circulation: Over 115,000) – The printed edition of Homes & Estates Regional Magazine reaches over 115,000 individuals in Massachusetts, Maine, New Hampshire, Rhode Island, Connecticut, New York, New Jersey and Pennsylvania through a combination of direct mail insertions into subscriber copies of the Wall Street Journal. — The Digital Edition – A digital version of Homes & Estates Regional magazine is published on ColdwellBankerHomes.com
• Homes & Estates Global Edition The exclusive magazine of Coldwell Banker Global Luxury is available in both print and digital formats and has a readership of over 300,000.
- The Magazine (Print: 100,000): The printed edition of Homes & Estates is distributed as a standalone publication on newsstands in the U.S., Canada, Central and South America, Europe, Asia, Australia and the Middle East. It is direct mailed to ultra-high net worth individuals, including top clients of Coldwell Banker affiliated sales associates and distributed to Coldwell Banker offices worldwide. The magazine will be distributed to select airline lounges. In addition 35,000 Homes & Estates magazines will be inserted into Unique Homes Magazine (Global Issue) representing wealthy prospects in more than 80 countries worldwide.
- The Digital Edition (Circulation: 50,000): The digital edition of Homes & Estates is emailed to a targeted group of affluent consumers and promoted on UniqueHomes.com
123 MAIN STREET GLOBAL MARKETING PLAN
Our powerful marketing platform is designed to reach the highest number of potential buyers, wherever they are. With the
MAXimum program, you’ll get:
©2017 Coldwell Banker Real Estate LLC. All Rights Reserved. Coldwell Banker Real Estate LLC fully supports the principles of the Fair Housing Act and the Equal Opportunity Act. Operated by a subsidiary of NRT LLC. Coldwell Banker, the Coldwell Banker logo, Coldwell Banker Global Luxury and the Coldwell Banker Global Luxury logo are service marks registered or pending registration owned by Coldwell Banker Real Estate LLC. *Google Analytics, Jan. 1-Dec. 31, 2016 13484_4/17
COLDWELLBANKERLUXURY.COM
MAXimum Leads
Any online inquiries from buyers
interested in your home are routed
directly to my cell phone for my
immediate response. This helps
ensure that no potential buyer for
your home is missed.
MAXimum Branding
Your home will be displayed with
multiple photos and key information
on four of the most-visited real estate
websites: Zillow®, Trulia®, realtor.com®
and Homes.com®. My name and
contact information will be shown
next to your property, so interested
buyers can easily reach me directly.
MAXimum Exposure
In addition to these four high-traffic
sites, your home will be shown on
as many as 900 websites, including
all powered-by-Zillow sites and the
ever-expanding ListHub Global
and HomeFinder.com networks.
On top of that, all luxury listings are
distributed to 50+ additional sites
targeting high-net-worth individuals.
M A X IMUM GLOBA L PROPERT Y E X POSUR E
ColdwellBankerHomes.com
coldwellbanker.com
coldwellbankerluxury.com
*Google Analytics, Jan. 1-Dec. 31, 2016. Real estate agents affiliated with Coldwell Banker are independent contractor agents and are not employees of the Company. ©2017 Coldwell Banker Real Estate LLC. All Rights Reserved. Coldwell Banker Real Estate LLC fully supports the principles of the Fair Housing Act and the Equal Opportunity Act. Operated by a subsidiary of NRT LLC. Coldwell Banker, the Coldwell Banker logo, Coldwell Banker Global Luxury and the Coldwell Banker Global Luxury logo are service marks registered or pending registration owned by Coldwell Banker Real Estate LLC. 13484_4/17
Your property will be displayed on the national consumer website ColdwellBankerHomes.com, which attracted 99 million site
visits in 2016*. Additionally, the website recorded more than 150 million listing views and 1.2 million saved properties last year,
boosting exposure for luxury listings and attracting home buyers from across the U.S. and throughout the world.
Properties marketed through the Coldwell Banker Global LuxurySM program enjoy an expanded international reach
through a multilingual microsite – USLuxuryEstates.com – designed to direct potential buyers in Brazil, China, Russia and
the United Arab Emirates to coldwellbankerluxury.com. A search engine advertising campaign drives potential buyers to
USLuxuryEstates.com, which can be viewed in Portuguese, Chinese, Russian, Arabic or English. The microsite features
photo links to a selection of magnificent properties across the U.S. available on coldwellbankerluxury.com.
COLDWELLBANKERLUXURY.COM
E X PA NDED ONLINE R E ACH
*Average daily sales. Data based on closed and recorded transaction sides of homes sold for $1 million or more as reported by the U.S. Coldwell Banker® franchise system for the calendar year 2016. $USD. Real estate agents affiliated with Coldwell Banker Residential Brokerage are independent contractor agents and are not employees of the Company. ©2017 Coldwell Banker Residential Brokerage. All Rights Reserved. Coldwell Banker Residential Brokerage fully supports the principles of the Fair Housing Act and the Equal Opportunity Act. Owned by a subsidiary of NRT LLC. Coldwell Banker, the Coldwell Banker logo, Coldwell Banker Global Luxury and the Coldwell Banker Global Luxury logo are service marks registered or pending registration owned by Coldwell Banker Real Estate LLC. 117280NJ_5/17
Dear Homeowner:
Thank you for the opportunity to share the advantages of the Coldwell Banker
Global LuxurySM program with you.
Coldwell Banker® has been a luxury real estate leader for more than 110 years,
representing and selling stately castles, remote islands, mansions and estates around
the world. Every day, Coldwell Banker agents handle an average of $129.6 million in
million plus home sales*. Locally, Coldwell Banker Residential Brokerage participated
in 934 transaction sides of homes priced at $1 million or more in 2016, surpassing
$1.3 billion in sales volume.
This exceptional track record of success comes from having an exclusive program
designed specifically for luxury properties. In this presentation, you will learn more about
the Coldwell Banker Global Luxury program, and how Luxury Property Specialists use it to craft customized strategies for
marketing luxury properties to affluent buyers worldwide.
Coldwell Banker Luxury Property Specialists have an outstanding reputation for providing expert guidance, superior
individualized service and the attention to detail that affluent clients deserve and have come to expect.
I trust you will discover that we offer one of the world’s most comprehensive and sophisticated luxury property marketing
programs today. We welcome the opportunity to place an international spotlight on your home, and we look forward to
working with you.
Sincerely,
Hal Maxwell
President, New Jersey and Rockland County, New York
Coldwell Banker Residential Brokerage
COLDWELLBANKERLUXURY.COM