Marketing Campaign Kick Off Touts Coldwell Banker as the Real Estate Innovator

    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