How Coldwell Banker is redefining actual property by means of way of life and legacy

The new Coldwell Banker model marketing campaign marks a pivotal evolution for the 119-year-old actual property powerhouse. Vice President of Marketing Brandon Newman, who joined the corporate after a profession with luxurious automotive manufacturers like Mercedes-Benz and Aston Martin, is main the cost to shift the narrative from transactions to transformation, serving to folks “live well and live better.” In this dialog with HousingWire, Newman discusses how classes from the luxurious sector translate into actual property, why range of thought drives innovation, and the way the newest Coldwell Banker marketing campaign bridges way of life storytelling with data-driven precision. From its Move Meter software to nationwide placements throughout Thursday night soccer video games on Prime Video, the model is proving that premium service will be each aspirational and accessible. For Newman, all of it comes all the way down to connection, honoring the model’s heritage whereas reimagining what a life nicely lived can seem like right this moment.

HousingWire: You spent a lot of your profession with manufacturers like Mercedes-Benz and Aston Martin earlier than becoming a member of Coldwell Banker. What classes from the luxurious automotive world have translated most powerfully into actual property, and the way are you making use of them on the model right this moment?

Brandon Newman: There’s a number of connective tissue between the 2 industries, significantly with legacy manufacturers I’ve supported all through my profession. That was a part of what drew me to Coldwell Banker. Whether it’s luxurious or premium, it’s actually in regards to the expertise. It’s not simply the product; it’s how folks purchase, the way it makes them really feel, and the storytelling that brings that to life.

What interprets exceptionally nicely is connecting model heritage with way of life aspirations. Luxury and premium manufacturers require each touchpoint to really feel elevated — from advertising and partnerships to consumer experiences. Applying this to actual property means continually evaluating how our advertising, instruments, and presence mirror refinement and making certain brokers can ship that of their interactions. Both industries share a deal with intentional experiences and robust model alignment.

HW: What about Coldwell Banker’s imaginative and prescient and tradition drew you in? How did the corporate’s curiosity in “diversity of thought” affect your determination?

BN: It was a journey to get right here, however what in the end drew me was each the folks and the model. Through conversations with management, I noticed I genuinely preferred these folks and will see myself working with them. Coldwell Banker is a legacy model with practically 120 years of historical past, and I’ve all the time been impressed by corporations that endure whereas persevering with to evolve. The management’s imaginative and prescient to modernize with out dropping heritage, mixed with their agent-first tradition and deal with consumer expertise, resonated deeply.

My background isn’t in actual property, however it’s all the time been a private ardour, alongside artwork, structure, and design. What I worth is that Coldwell Banker noticed my expertise as a power. Diversity of thought — bringing collectively folks from completely different industries — can unlock new methods of considering. I witnessed this within the automotive business, the place mixing luxurious, way of life, and design experience pushed groups to innovate. Joining an organization that shares the identical mindset is an thrilling alternative to make a significant contribution.

HW: You are launching a brand new marketing campaign that strikes away from conventional actual property promoting and emphasizes way of life, human connection, and the concept of constructing “a life well lived.” What’s the strategic story behind this shift, and why is now the correct time for Coldwell Banker to inform it?

BN: This is about shifting from promoting properties to promoting a lifestyle. Consumer expectations have modified — they need to see themselves in a way of life, not only a transaction. Elements like residence staging and storytelling assist folks envision what residing nicely appears to be like like. That sense of belonging aligns with Coldwell Banker’s deal with human connection, reminiscences, and making a house the middle of life.

Our newest work displays who we’ve all the time been — a model delivering premium service for nearly 120 years. It’s an genuine promise that resonates with each shoppers and brokers. For shoppers, it alerts considerate, assured selections supported by a model invested of their success. For the business, it demonstrates that Coldwell Banker isn’t simply constructed to final, however to guide. The timing feels pure, well timed, and reflective of the heartbeat of our model.

HW: Coldwell Banker has delivered a premium customary of service for practically 120 years. How does this marketing campaign reinforce and elevate that positioning throughout each mainstream and luxurious segments?

BN: Yes, premium manufacturers resonate universally as a result of they join throughout earnings ranges and backgrounds. It’s not about value, however how the model expresses itself by means of look, really feel, and tone. We’ve all the time been synonymous with excellence, and this marketing campaign builds on that aspiration, creating emotional resonance that strengthens each mainstream and luxurious enchantment.

Our strategy speaks to shoppers who worth intentionality and elevated service, whereas making premium experiences accessible to everybody. Every consumer deserves to really feel assured, cared for, and supported, no matter residence worth. This technique flexes throughout our shopper base, reinforcing belief and delivering a constantly high-quality expertise.

HW: The Move Meter is a key differentiator, alongside promoting throughout common season soccer on Prime Video. How do these parts work collectively, and what do they sign about Coldwell Banker’s strategy?

BN: I can confidently say our strategy to every determination is formulaic, not simply gut-driven. We outline correct scope and measurement, guarantee the correct message and differentiator — resembling our Move Meter, and validate that initiatives will carry out successfully no matter market situations. Pre-testing and information evaluation information each step, giving us robust indicators of potential success.

The Move Meter is a novel, data-driven software that helps customers envision new prospects and fuels agent conversations. Layered with high-visibility placements in the course of the common soccer season on Prime Video ensures the correct message reaches the correct viewers on the proper time. This technique blends innovation with cultural relevance, demonstrating our dedication to customers and brokers in a manner that’s exhausting to disregard. Early outcomes from current placements are exceeding expectations, confirming that our strategy is resonating with our audience.

HW: As you launch this marketing campaign, how will you measure this marketing campaign’s success, and what’s the key message you need audiences to remove?

BN: The one clear message we would like folks to remove is that we’re not nearly properties or transactions, we’re about serving to folks dwell nicely and dwell higher. We measure success in 3 ways: model impression, together with consciousness, sentiment, and voice; agent adoption, or how broadly our instruments, property, and messaging are used within the area; and shopper motion, evaluating engagement, leads, and conversions. Ultimately, our focus is on messaging that resonates. We need folks to know that we’re a trusted model with an aspirational and relatable element — fashionable but grounded in a 119-year legacy. Our aim is to attach with each brokers and customers in a manner that conjures up belief, engagement, and significant motion.

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