As the nation collectively watches for signs of recovery in the real estate sector, Coldwell Banker Real Estate LLC has began the multimedia roll-out of its 2009 marketing campaign highlighting the company’s experience and innovation, while offering consumers messages of hope about the future of real estate. Elements of the campaign will appear across a wide range of mediums, including television, print, online and mobile devices.
The first spot, “Iconic Homes,” features notable properties – from the historic White House and Frank Lloyd Wright’s Fallingwater to the space-age Jetson’s residence – mixed in with homes of different architectural styles. The announcer says, “For 103 years our agents have helped people find the houses they’ll call home. Now, more than ever, it’s important we never stop moving.”
Additionally, at the end of the “Iconic Homes” commercial, an informative timely tagline directs consumers to www.coldwellbanker.com for important information on the recent-enacted $8,000 federal tax credit for first-time home buyers. This tagline message will be updated to keep consumers informed on key housing issues, including future stimulus measures and consumer benefits.
The other new spot builds upon the Coldwell Banker “Portraits” campaign first launched in 2008, and is narrated by the company’s dynamic (albeit deceased) founders, “Coldwell” and “Banker.” Their humorous banter focuses on the company’s continued commitment to innovation – spotlighting a new smart phone listing platform that enables customers to find listings, photos and detailed information about homes for sale while on the go.
“Consumers are empowered by technology and the wealth of information available online, yet also value collaboration with a knowledgeable real estate professional,” said Michael Fischer, senior vice president, marketing, Coldwell Banker Real Estate LLC. “Along with reaching consumers on an emotional level, these new commercials highlight how we provide listing information to consumers anytime and anywhere they want it. In addition, we have the flexibility to change the end tag to communicate key information to the consumer about the real estate market -- literally as it is happening.”
Fischer added that these spots allow the brand to continue to underscore its history and heritage. “We want consumers to remember that over its 103-year history, Coldwell Banker Real Estate has faced some of our nation’s toughest moments and, like America itself, has emerged stronger. The long-term perspective we bring to the current moment allows us to better serve our customers, as well as to help the real estate industry as a whole get moving in the right direction.”
The television commercials will air on such shows as ESPN’s “Baseball Tonight,” A&E’s “Sell This House,” CNBC’s “The Suze Orman Show,” CNN’s “Opening Bell,” and TNT’s “Raising The Bar.”
The television spots were conceived by Coldwell Banker strategic and creative agency of record, McKinney of Durham, N.C., and directed by Johnnie Semerad. The Coldwell Banker mobile phone platform was developed by FDKinesis, the brand’s interactive marketing agency of record.