Marketing Campaign Kick Off Touts Coldwell Banker as the Real Estate Innovator
Expect More(TM) Marketing Campaign Kicks Off With a Five-Day Exhibition
Throughout Northern California
SAN RAMON, Calif., Oct. 11 /PRNewswire/ -- Coldwell Banker Residential Brokerage, Northern California (Coldwell Banker) is about to embark on a unique marketing journey that will change the face of real estate forever. The journey incorporates a new real estate marketing system. The tagline: "Some people think just any real estate company will do ... Others expect more." The exciting new advertising and public relations campaign, entitled Expect More(TM), showcases real estate as a marketing strategy for homebuyers and sellers alike, rather than traditional sales techniques used by the majority of real estate professionals. "We want clients to know Coldwell Banker is the leader in the industry and the company where they can Expect More," said Avram Goldman, president and COO. "This campaign will educate consumers to always Expect More in terms of service, professionalism and results." Kick-Off The Expect More marketing campaign kicked-off at Coldwell Banker's Marketing Conference and Tradeshow 2000 last week. The five day exhibition, held in Rohnert Park, San Ramon, South San Francisco, Santa Clara and Sacramento, featured speeches by key Coldwell Banker executives. Prospering in the New Millennium Goldman featured a plan for Coldwell Banker's future in a speech titled "Prospering in the New Millennium." The speech identified four significant strategies the successful real estate professional will follow in order to better serve the consumers needs in the future. Goldman also acknowledged the phenomenal work Coldwell Banker sales associates have accomplished through August including over 13,000 posted sales listings, assisting over 26,000 buyers and sellers on closed transactions and he announced the company is on pace to end 1999 serving over 40,000 buyers and sellers -- with a remarkable 95% satisfaction rating. Unveiling Expect More Anne Treacy, director of marketing, introduced the Expect More marketing campaign with the unveiling of the new marketing proposal and collateral materials. Treacy's introduction of the Expect More campaign included an innovative approach to real estate marketing. The new marketing proposal was complete with the introduction of Coldwell Banker exclusive services including the corporation's award winning Web site and increased exposure of a client's home via print, broadcast and online advertisements; sales associate customized services including a list of unique staging tips to enhance the marketability of a client's home; and the Coldwell Banker commitment that the Expect More marketing system will create results that meet the needs of consumers. "Expect More is a comprehensive marketing program that truly brings Coldwell Banker one step ahead as we enter the 21st century," said Leannah Hunt, Coldwell Banker Palo Alto Downtown sales associate. "The slogan is a modern and impressive proposal and will make Coldwell Banker the prominent leader in the field of real estate." "Expect More is a fabulous campaign that unifies the company," said Valerie Cook-Watkins, office manager of Coldwell Banker's Orinda office. "The campaign brings the focus back into the hands of the client and provides a customized service. Expect More truly is the new wave of real estate." The Power of Real Estate Marketing Special guest Allan Dalton, a nationally recognized speaker and senior vice president of consulting services for NRT, Inc., Coldwell Banker's parent company, spoke about "The Power of Real Estate Marketing" and the need to prepare a strategized marketing proposal (rather than a presentation) when working with clients. Dalton emphasized the need for real estate professionals to properly market a client's home and to position themselves as a consultant in all aspects of the transaction, including interior design and architectural aspects. He explained that the successful real estate professional understands that residential real estate is no longer limited to the buying and selling of a home but it has become a full service industry, complete with assistance in loans, design and landscaping. Dalton also explained important marketing techniques including the need to network a client's home among other real estate professionals, work thoughtfully with past agents who have been removed from a client's selling needs and the importance of properly pricing a home. Dalton also introduced a Cooperative Showing Index, complete with a questionnaire for clients to fill out that thoroughly outlines the amenities of a client's home. Tradeshow The five day exhibition also featured a variety of vendors who showcased their products and services to the nearly 2,000 Coldwell Banker sales associates in attendance. The vendors offered trade secrets and specific products to make marketing a home more efficient. Among the vendors were IPIX, a national online virtual tour company, Unique Homes Magazine and various local and regional newspapers including Sacramento Bee, Contra Costa Times, San Jose Mercury and the San Francisco Chronicle. Expect More(TM) is a multi-year campaign that will feature a new series of print and radio advertisements and new collateral materials, all featuring the Expect More tagline. The campaign is expected to secure Coldwell Banker's leading market share position throughout Northern California. The company is currently number one in every market in which it does business. Coldwell Banker Residential Brokerage, Northern California is the #1 residential real estate firm in Northern California. The corporation owns and operates over 70 offices with a combined total of over 3,200 sales associates in Alameda, Contra Costa, El Dorado, Marin, Monterey, Placer, Sacramento, San Francisco, Santa Clara, San Mateo and Sonoma Counties.
SOURCE Coldwell Banker Residential Brokerage
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