How To Leverage Global Luxury

HOW TO LEVERAGE GLOBAL LUXURY

This Global Luxury Guide will walk you through all that the Coldwell Banker Global Luxury program has to offer. From marketing materials, to property advertising, to getting certified, this guide is full of resources ready for you! As you begin to leverage the Global Luxury, keep in mind that some offerings are only available to those who have taken the Global Luxury Certification Course and are marked accordingly in this guide

PROGRAM BENEFITS AVAILABLE FOR

ALL COLDWELL BANKER AGENTS

Not yet a Luxury Property Specialist? Take advantage of these Coldwell Banker Global Luxury® tools while you work toward your designation:

UTILIZE THE GLOBAL LUXURY LISTING PRESENTATION MATERIALS

For properties that meet the Global Luxury requirements, make an impression during your marketing consultation by using our marquee black presentation box or the grab-and-go presentation folio. Send prior to your meeting or have it in-hand as a gift when you arrive. Start your order today by accessing Xpressdocs through CB Desk.

PROMOTE YOUR LISTINGS ON COLDWELLBANKERLUXURY.COM

Any listing that meets the Luxury Threshold and “Fit & Finish” requirements, can be promoted on coldwellbankerluxury com and included automatically in the Global Luxury syndications to websites like The Wall Street Journal, Mansion Global, JamesEdition, Bloomberg Pursuits, and more Email the CBA marketing team when you have a listing that qualifies for the luxury advertising program for it to receive this syndication

If the listing is $5 Million USD or more, the CBA marketing team can submit it to be considered for the “Global Luxury Home of the Week,” which includes placement in the homepage slideshow and a dedicated video for the property promoted through social media.

BUILD YOUR ADVERTISING STRATEGY

Beyond promoting your listing on luxury websites, the CBA marketing team can also assist you with putting together a comprehensive plan that includes planning broker opens, filming on-site videos, creating 3D tours, and creating paid advertising campaigns to target affluent buyers Reach out to the CBA Marketing team for a tailored plan on how to market your next luxury listing

SHARE THE LATEST LUXURY RESEARCH

Take advantage of The Report and A Look at Wealth published annually by Coldwell Banker Global Luxury to get the latest trends and insights into the national and global luxury market Visit CBA Empower or coldwellbankerluxury com/blog to find the current versions

SUBSCRIBE TO THE CURATED NEWSLETTER

Stay up to date on the latest in luxury home style and trends by subscribing to Curated, the monthly newsletter published by Coldwell Banker Global Luxury Visit coldwellbankerluxury com/blog to subscribe

USE THE GLOBAL LUXURY PROPERTY TEMPLATES

Create sophisticated print materials promoting your qualifying luxury properties using the Global Luxury templates in Xpressdocs (Print) or Moxi Impress (Print & Digital) Visit CBA Empower to log into Xpressdocs

B L A C K B O X K I T

( O r d e r F r o m

X p r e s s d o c s )

H O M E S &

E S T A T E S M A G

( O r d e r I n C B A

E m p o w e r )

P R O P E R T Y

M A T E R I A L S

( X p r e s s d o c s / M o x i I m p r e s s

L U X U R Y

R E P O R T S ( F o u n d i n C B A E m p o w e r )

L I S T I N G

P R E S E N T A T I O N S

( C B A E m p o w e r / M o x i P r e s e n t s

L U X U R Y B L O G

( F o u n d i n C B A

E m p o w e r )

L I S T I N G M A R K E T I N G

S Y N D I C A T I O N ( E m a i l

M a r k e t i n g W i t h

Q u a i l i f y L i s t i n g s )

Listing Syndication Flyer For Clients

(Available for download in CBA Empower)

EXPANSIVE ONLINE SYNDICATION

Finding a discerning buyer for a one-of-a-kind property takes ingenuity and an expert command of today’s online arena The Coldwell Banker Global Luxury® program has mastered the art of digital marketing, ensuring your property is seen by the widest possible audience of qualified buyers Luxury properties that are marketed through the program will enjoy immediate syndication through a comprehensive network of prominent real estate websites, including WSJ com, JamesEdition com, RobbReport com, UniqueHomes com, and, if the property is $2 Million+, international websites through ListHub Global Which websites the property syndicates to is based on price

In addition to the websites/publications previously mentioned, Coldwell Banker® automatically syndicates listings to hundreds of web partners websites like Zillow®, Trulia, Homes com® and hotpads com

The Coldwell Banker Global Luxury® website connects an affluent audience to some of the world’s finest homes From golf course properties to wine country estates, the website’s cutting-edge lifestyle search allows potential buyers to select properties according to their passion. Multiple language translations and currency convention tools also allow international buyers to tailor their user experience A built-in referral network for Luxury Property Specialists’ exclusive use links us to other high-end real estate professionals locally and around the word

One in 10 visitors to the Coldwell Banker Global Luxury websites are international

Mobile-friendly, optimized for use on all devices

15,000+ Luxury property listings across the globe

$25+ Billion in listing dollar volume

Opportunities to host high-resolution photography, 3-D videos, home tours, content, floor plans and more The listing includes a beautifully developed digital marketing package and can be “followed” by other agents, increasing visibility

LUXURY PROPERTY SPECIALIST DESIGNATION

Upon registration of the Coldwell Banker Global Luxury® certification course, you are eligible to apply for two designations:

• Luxury Property Specialist (exclusive to Coldwell Banker Global Luxury®)

• Certified Luxury Home Marketing Specialist (CLHMS™) from the Institute for Luxury Home Marketing

Threshold criteria must be met and approved to receive either designation. The threshold criteria for each differ, in order to receive the Luxury Property Specialist designation, you must have closed three (3) property transactions within a 24-month period at or above the brand's Luxury Threshold; and for the CLHMS, you have closed three (3) properties, based on the top 10 percent of sales within a county. You will also receive a two-year membership with The Institute for Luxury Home Marketing.

Learn more about the application process and get started at:

EXCLUSIVELY FOR LUXURY PROPERTY SPECIALISTS PROGRAM BENEFITS

Once you have earned the Luxury Property Specialist (LPS) designation, you have access to an exclusive set of tools and resources to help you promote your properties and grow your business:

BUILD YOUR GLOBAL LUXURY PROFILE

As a Luxury Property Specialist, you will receive a dedicated profile page on the Coldwell Banker Global Luxury website (coldwellbankerluxury com) that will be connected to each of your listings and provide enhanced details You will also receive a two-year membership and profile with The Institute for Luxury Home Marketing

BRAND YOURSELF AS A GLOBAL LUXURY AGENT

Once you have your designation, it’s time to start incorporating it into your branding Here are a few suggestions:

Download the Global Luxury logos and add them to your profiles, website, email signature, and more Find the approved logos in CBA Empower

Create sophisticated business cards, personalized stationery, and other high-quality print materials using the Global Luxury templates in Xpressdocs.

Create a luxury branded website in Moxi Websites using the exclusive Global Luxury templates.

GET STARTED WITH GLOBAL REFERRALS

Create your profile on Proxio Connect and Showcase to meet and share your properties with more than 750,000 agents around the world This unique platform gives you the opportunity to grow and build a global referral network Access Proxio Connect and Showcase on CB Desk

GENERATE NEW LEADS

Tap into WealthEngine, a powerful tool that allows you to create and download targeted prospect lists of high- net-worth individuals to use in your marketing efforts. Don’t forget to log into Member Portal for The Institute for Luxury Home Marketing and view “Member Favorites” to take advantage of 100 FREE Online Wealth Lookups and $100 credit to use WE Prospect. Visit CB Desk to learn how to purchase your WealthEngine license and attend a training.

EMBRACE ONGOING EDUCATION

As a member of The Institute for Luxury Home Marketing, you will have access to ongoing webinars that will help you grow your luxury business In addition, you have access to free, state-approved continuing education (CE) trainings to help you meet your license requirements and grow your skills To find upcoming training, log into luxuryhomemarketing com and visit “Professional Development ”

B R A N D E D

B U S I N E S S C A R D S

( X p r e s s d o c s )

L U X U R Y P R O F I L E ( C B L u x u r y S i t e )

P R O X I O C O N N E C T ( C B D e s k )

W E A L T H E N G I N E

( L u x u r y I n s t i t u e )

B R A N D E D

L U X U R Y Y A R D

S I G N S

CBGL FOR GLOBAL MASTERS: MARKETING FAQ

What is the minimum price of a qualified Coldwell Banker Global Luxury property?

In order to determine the quailify luxury price, enter the zip code of the property in the Global Luxury Threshold tool that is linked in CBA Empower. Qualifiying prices vary based on market location.

Can commercial or multi-unit developer listings be included in the Global Luxury program?

Commercial properties are never accepted into the Global Luxury program Generally, multi-unit properties are also not accepted. However, if the average sales price of the individual residential units meets the Global Luxury price point minimum for the area, and the property meets Global Luxury appearance requirements, the listing can be included as Global Luxury.

Can a residential lot, acreage or farm qualify as a Global Luxury listing?

A listing will be considered if it is significantly over the area’s price point minimum and in an area of estate-type and/ or waterfront properties and is not a teardown, at the discretion of the Global Luxury team Refer to land FAQ below.

Can a Coldwell Banker sales associate who is not a certified Coldwell Banker Global Luxury Property Specialist list a Global Luxury-qualified listing?

Yes. Every sales associate can list and sell luxury properties and in turn utilize the Coldwell Banker Global Luxury property marketing materials and advertising elements available to them so long as the property’s list price meets the luxury qualifying threshold

How does one find out more about advertising luxury listings in Coldwell Banker’s proprietary publication, Homes & Estates?

Go into CBAEmpower.com and click on Global Luxury in the menu follwed by Homes & Estates.

When Coldwell Banker Global Luxury listings are properly submitted by the CBA Marketing Team, on what websites will the listings be featured?

Luxury properties receive syndication on the following: ColdwellBankerLuxury.com, Robb Report, UniqueHomes. com, Homes.com, HomeFinder.com, and the Wall Street Journal. Global Luxury properties over $1 million USD will be listed on Barrons.com, Mansion Global, Penta, and JamesEdition. Global Luxury listings over $2 million USD will receive ListHub Global’s international syndication, which includes over one hundred portals in sixty countries

How can someone locate a Coldwell Banker Global Luxury Property Specialist in another area?

Visit ColdwellBankerLuxury.com > Locate a Luxury Specialist.

Can a Coldwell Banker LPS use the approved Coldwell Banker Global Luxury logo in any advertising of their properties that are selling for less than the approved Global Luxury price?

Yes... and no. Although the Luxury Property Specialist title and logo may be used when promoting yourself, it cannot be used when promoting properties that do not meet the Global Luxury price point minimum and appearance guidelines This means that the property should not be designated or indicated to be a Global Luxury property, although the logo may appear next to your name in an ad or on a page/card The approved Coldwell Banker Global Luxury logo may only be used in conjunction with a Global Luxury-qualified property. When advertising or promotion includes a combination of Global Luxury and non-Global Luxury properties, you should distinguish the listings by clearly separating Global Luxury properties on the page by grouping them together under the headline Coldwell Banker Global Luxury Properties or placing the Coldwell Banker Global Luxury logo next to them

CBGL FOR GLOBAL MASTERS: WEBSITE FAQ

What qualifies a agent profile to appear on ColdwellBankerLuxury.com?

For you to be tagged as a Luxury Property Specialist, the proper forms need to be submitted to the CBGL Corporate team, after the completion of your certification course Reach out to the marketing team with a copy of your certificate to get your profile set up on the Coldwell Banker luxury website.

How do I determine the price threshold for my area?

In the Global Luxury section of CBAEmpower com, click on the Global Luxury Threshold tool to be redirected into CB Desk where you can enter the zipe code of your listing and it will tell you what price the listing needs to be to qualify.

What are the display rules for listings?

Properties displayed in order of price high to low. If no properties are available in the location entered by the consumer, we will expand the search radius.

What are the listing image requirements?

Listing images require pixel dimension of at least 1200 W X 600 H The optimal resolution is 3000 W X 1500 H in landscape. The website supports both JPEG and PNG.

What happens if my image does not meet the requirements?

If the listing image does not meet the requirements, it will be stretched (with minimal blurring) to meet the minimum requirements. If the image is too small, the website will add a blurred background of the image to fit the slideshow on the property detail page.

Which properties appear on an agent profile page first?

Three of their listings with the highest prices will display on their profile page Listings from that office will display if they have less than three listings.

What are the requirements for land to appear on ColdwellBankerLuxury.com?

• Listing must feature a Global Luxury qualifying estate or be a lot/land suitable to build an estate-quality home.

• Listing must be set to “Residential Sale” Listing Type in dash and be set to one of the following property subtypes:Listing must be set to the Farm/Ranch, Vineyard, Residential Lot, Single Family Acreage, Vacant Land (0-10 Acres) RESID, Vacant Land (10+ Acres) RESID, Vacant Land (Mixed Use), Vacant Land, Vacant Land (Residential)

• Listing must have at least six images.

In addition to the above, the following qualifications also need to be met:

• Uniqueness

• Amenities to support a luxury lifestyle

• A unique history or compelling story

• Great high-resolution photography - Property photography must project a luxury environment

• No teardowns, dilapidated out buildings, dirt roads, livestock, etc.