Real estate firm Coldwell Banker has launched a new brand campaign designed to shift its focus from property transactions to lifestyle transformation. The initiative, led by Vice President of Marketing Brandon Newman, draws on principles from the luxury automotive sector to redefine the home buying and selling experience for a modern audience.
The campaign, centered on the idea of helping people “live well and live better,” combines emotional storytelling with data-driven tools. This new direction for the 119-year-old company aims to reinforce its position as a premium service provider across all market segments.
Key Takeaways
- Coldwell Banker's new marketing campaign prioritizes lifestyle and personal well-being over the transactional aspects of real estate.
- The strategy is led by Marketing VP Brandon Newman, who previously worked with luxury car brands including Mercedes-Benz and Aston Martin.
- The campaign combines data-driven resources like the "Move Meter" tool with high-profile advertising placements, such as during Prime Video's Thursday evening football games.
- Success will be measured by brand impact, agent adoption of new tools and messaging, and direct consumer engagement and conversions.
A New Vision for Real Estate Marketing
Coldwell Banker is moving away from traditional real estate advertising that centers on listings and sales. The new strategy emphasizes the human element of homeownership, focusing on creating memories and building a fulfilling life. This approach is intended to connect with consumers on an emotional level.
Brandon Newman, the company's Vice President of Marketing, is guiding this change. His background in the luxury automotive industry provides a unique perspective. He aims to apply the same principles of customer experience and brand heritage that are common in high-end car markets to the real estate world.
Lessons from the Luxury Sector
According to Newman, there is significant overlap between the luxury auto and real estate industries, especially for established brands. He explained that success in these sectors is not just about the product itself, but about the entire customer journey.
“Whether it’s luxury or premium, it’s really about the experience. It’s not just the product; it’s how people buy, how it makes them feel, and the storytelling that brings that to life,” Newman stated.
This philosophy means ensuring every interaction a client has with Coldwell Banker feels refined and intentional. This includes everything from the company's marketing materials to the tools provided to its agents and the direct support they offer clients.
The Power of Brand Heritage
With a history spanning nearly 120 years, Coldwell Banker is one of the oldest real estate brands in the industry. The new campaign leverages this long-standing reputation for reliability while modernizing its message to appeal to contemporary consumer values, which increasingly prioritize experiences over simple transactions.
Strategy Rooted in Data and Connection
The campaign is not based on intuition alone. Newman emphasized that the company's decisions are methodical and data-driven. Each initiative is carefully planned and tested to ensure it performs effectively in various market conditions.
This analytical approach is balanced with a focus on creating authentic human connections. The goal is to help potential buyers and sellers envision their future, rather than just viewing a property as a set of features and a price tag.
Introducing Innovative Tools
A key component of this data-informed strategy is the Move Meter. This proprietary tool allows consumers to compare different locations based on data points like cost of living, job market strength, and quality of life. It serves as a practical resource that helps people explore possibilities and initiates meaningful conversations with agents.
Strategic Media Placement
To maximize visibility, Coldwell Banker has secured advertising slots during Thursday evening football games on Prime Video. This placement targets a broad, engaged audience, ensuring the new brand message reaches a wide demographic. Early results from these ad placements have reportedly exceeded the company's expectations.
The combination of an innovative tool like the Move Meter and high-visibility advertising demonstrates a dual approach: providing tangible value to consumers while building broad brand awareness.
Broadening the Definition of Premium Service
A central goal of the new campaign is to reinforce Coldwell Banker's identity as a premium brand. However, the company defines "premium" not by price point, but by the quality of service and experience offered to every client.
Newman explained that a premium brand should resonate with people across all income levels. The focus is on the look, feel, and tone of the brand's communications and interactions. This strategy allows the company to appeal to both mainstream homebuyers and the luxury market simultaneously.
- For Mainstream Clients: The campaign promises a supportive and elevated experience, making them feel valued regardless of their budget.
- For Luxury Clients: It reinforces the brand's long-standing reputation for excellence and deep market knowledge.
By making premium service accessible, Coldwell Banker aims to build trust and deliver a consistently high-quality experience for its entire customer base.
Measuring the Impact of the New Campaign
To determine the effectiveness of this new direction, Coldwell Banker will track a variety of metrics. The company has a three-part framework for measuring success, ensuring a comprehensive view of the campaign's performance.
The key areas of measurement are:
- Brand Impact: This includes tracking metrics such as brand awareness, public sentiment, and share of voice within the industry.
- Agent Adoption: The company will monitor how widely its network of agents uses the new marketing assets, tools, and messaging in their daily work.
- Consumer Action: This involves evaluating tangible results like website engagement, lead generation, and the ultimate conversion of leads into clients.
Ultimately, the primary message Coldwell Banker wants consumers and agents to understand is its commitment to helping people improve their lives. The campaign is designed to present the brand as both aspirational and relatable—a modern company grounded in a deep legacy of trust and service.
