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
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."
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.
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
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