GLOBAL LUXURY ADVERTISING AGENT PLAYBOOK A Guide for Real Estate Agents
Your Guide to
SMARTER LUXURY ADVERTISING This playbook complements the Global Marketing Program digital brochure and serves as a quick, practical overview of your luxury advertising options. Inside, you’ll find simple explanations of campaign types, targeting, reporting, premium publications and best practices – all designed to help you reach affluent buyers and elevate your marketing with confidence.
1
ESTABLISH YOUR MARKETING GOALS Every successful advertising strategy begins with clarity. Before selecting a campaign, determine what you want your marketing to accomplish for your listing – or for your brand.
QUESTIONS TO ASK YOURSELF “ Do I need visibility to
“ Do I want credibility
“ Am I looking for
“ Is my focus on
increase awareness
to strengthen
engagement –
promoting one
for this property?”
my listing
clicks, views and
listing, multiple
presentation?”
buyer interest?”
listings or my overall brand?”
WHY THIS MATTERS Your goals guide your strategy. Whether you’re aiming for broad exposure, premium placements or high-intent buyers, defining your objective ensures your advertising investment supports the results you want to achieve.
2
THE VALUE OF LUXURY ADVERTISING Advertising enhances your visibility, strengthens your credibility and helps you reach high-net-worth buyers where they already spend time. It’s a powerful way to stand out in today’s competitive luxury market.
CORE BENEFITS
COMPETITIVE ADVANTAGE
REACH BUYERS WHERE THEY ARE
Sellers are more likely to choose an agent who offers premium advertising.
98% of affluent buyers browse online daily, across multiple devices1.
PROVE ROI
BUILD CREDIBILITY
Our campaigns outperform industry benchmarks (CTR 0.12-0.14% vs. 0.09%)2.
Premium placements and world-class publications elevate your brand instantly.
3
KNOW WHO YOU NEED TO REACH In luxury, your audience is everything. Whether you’re marketing a property or elevating your personal brand, identifying the right high-net-worth audience helps your advertising perform smarter, faster and more efficiently.
STRATEGIC APPROACHES GEOGRAPHY
DEMOGRAPHICS
LIFESTYLE INTERESTS
Feeder markets, affluent ZIP codes, global hotspots, high-demand metros.
Age, income, net worth, ownership stage, life stage, household composition.
Yachting, travel, art, wellness, wine, design, equestrian, architecture.
BEHAVIORAL/ RETARGETING
Re-engage audiences showing intent (only multi-month campaigns).
KEY TAKEAWAY Strong targeting means your message gets in front of the right people – whether they’re future clients, qualified buyers or luxury consumers discovering your brand for the first time.
4
EXPLORE TOP CAMPAIGN OPTIONS Each campaign supports different goals – from broad visibility to high-intent traffic to premium brand positioning. Choose the options that best align with your objectives and your audience.
1 MILLION IMPRESSIONS CAMPAIGN What It Is: Premium visibility across top-tier publications like The Wall Street Journal, Forbes and The New York Times – positioning you and your marketing at a luxury standard. Best For: Elevating your brand, showcasing premium marketing in listing presentations, and generating large-scale awareness for your business and your properties.
MAXIMUM FLEXIBILITY
With a two-week minimum starting at just $900, this highly flexible campaign option is an easy, low-risk way to test performance or add a premium touch to your marketing plan.
Why It Works: Places your marketing on trusted luxury media channels where affluent buyers already spend time, driving qualified traffic to your website, your brand or your featured listings. End Goal: A significant lift in qualified website traffic, increased visibility for you and your listings, and a strong credibility point that sets you apart from competitors.
SOCIAL MIRROR ADS
GOOGLE ADS (SEM / PPC)
What It Is: Turns your social posts into paid
What It Is: Paid search ads that appear the moment
ads across top websites, expanding your reach
buyers search for luxury real estate or agents in
beyond your followers.
your market.
Best For: Agents with strong listing photos, video
Best For: Capturing high-intent leads who are actively
or branded content who want more visibility.
searching and ready to engage.
Why It Works: Your authentic content appears
Why It Works: Reaches motivated buyers at the exact
in front of targeted luxury audiences across
moment they’re looking. Works even better when paired
premium sites – boosting exposure and
with awareness campaigns that build visibility first.
engagement.
End Goal: High-quality leads driven by real search
End Goal: Increased traffic, more eyes on your
behavior and a breakdown of which keywords and
brand and listings, and clear reporting to show
markets performed.
what performed.
CONNECTED TV (CTV) What It Is: Targeted video ads delivered on smart TVs and streaming platforms. Best For: Brand visibility and staying top-of-mind in local or feeder markets. Why It Works: Combines the impact of traditional TV with digital targeting to reach affluent viewers while they’re watching premium content. End Goal: Stronger brand presence, broader awareness and measurable video views from high-net-worth audiences.
5
EXPLORE TOP CAMPAIGN OPTIONS (CONT’D) PREMIUM PUBLICATION PLACEMENTS What It Is: Access to 35+ world-class luxury publications across design, travel, finance, yachting, equestrian, wine, lifestyle and more – available through exclusive Global Marketing Program partnerships. Best For: Showcasing exceptional properties, elevating your brand and reaching highly affluent audiences aligned with specific lifestyles and interests. Why It Works: These publications attract qualified, high-net-worth readers. Our partnerships make premium placements more accessible, giving you powerful exposure without the high up-front costs of buying direct. End Goal: Stronger credibility, targeted reach and visibility in the trusted media channels luxury buyers engage with most.
35+
PREMIUM PUBLICATIONS
6+ GLOBAL REGIONS
10+
LIFESTYLE AND NICHE CATEGORIES
ENTRY POINTS FOR PREMIUM EXPOSURE Through exclusive partnerships, you can access world-class luxury publications in a targeted, cost-effective way. These entry points make luxury advertising more affordable, providing strong value while helping position the right property in front of the right luxury buyer.
• Juwai (Asia marketplace): $675 • Boat International E-Newsletter: $750 • Yachts & Yachting Digital Campaign: $875/month • Mansion Global Homepage Hero: $650/month • JamesEdition.com Instagram Post: $800 • Ocean Home Magazine: $750 e-newsletter / $675 FB Post • Nob Hill Gazette E-Newsletter: $500
CAMPAIGN OPTION WRAP-UP Each campaign offers a different path to results – from broad visibility to precise targeting. Choose the options that match your goals: exposure, engagement or credibility. Advertising isn’t one-size-fits-all; it’s a scalable toolkit designed to help you reach affluent buyers and position your brand at a luxury level.
6
REPORTING, DATA AND OPTIMIZATION
» DIGITAL
Why It Matters: Reporting transforms advertising from a one-time spend into a repeatable, data-driven advantage.
COMPREHENSIVE REPORTING FOR YOUR CUSTOMIZED CAMPAIGN Core Benefits: 1. After Proof for Sellers: Professional reports you can drop right into a seller the launch, we give you complete and comprehensive reporting for the duration of your campaign. We can also give 30 day reports for you to evaluate the effectiveness of your targeting and to adjust it presentation.
2. Optimization (for multi-month campaigns): Campaign adjustments based on
• We project the number of impressions (number of times the ad appears on each site) during your campaign. of impressions are broken down by number and site for the duration of the campaign. • The number 3. Future Strategy: Learnings about ZIP codes, demographics and behaviors delivery by site is brokenand downprospecting. into delivered impressions, clicks and click-through rate. This allows that can inform farming • The you to see on what sites your ads are performing well and where there needs to be improvement. With this what’s working.
4. Differentiator: they “market a home.” Few can demonstrate information weMany are ableagents to adjust say the campaign for maximum effectiveness. it with real data.
» IMPRESSIONS PROGRAM SAMPLE REPORT Realogics Sotheby's International Realty Delivery Summary Dates: April 14 - Junly 13 Realogics Sotheby's International Realty Delivery Summary Total Impressions: Dates: April3,000,000 14 - Junly 13 Realogics Sotheby's International Realty Delivery Summary Geo-Target Segments: Total Impressions:Northwest, 3,000,000 Silicon Valley Dates: April 14 - Junly 13 Geo-Target Segments: Northwest,Realty SiliconDelivery Valley Summary Realogics Sotheby's International Total Impressions: 3,000,000 Dates: AprilSegments: 14 - Junly 13 Geo-Target Northwest, Silicon Valley Total Impressions: 3,000,000 Overall Delivery Summary Geo-Target Segments: Northwest, Silicon Valley
Overall Delivery Summary
Total Days 92
Overall Delivery Summary
Total Days Impressions Projected Impressions Projected Total Days 92 Total Days 92
Projected Impressions 3,121,836 3,121,836 Projected Impressions 3,121,836
92
3,121,836
Delivered Imps Delivered Imps Delivered Imps 3,190,497 3,190,497 Delivered Imps 3,190,497
April
30K 40K 30K
April
April 40K Delivered Delivered Delivered Imps ImpsImps
Delivered Imps
40K 30K 20K 10K
10K 20K 10K 0K 10K 0K
0K 18
102.20%
Delivery By Day By Site
May Delivery By Day By Site Delivery By Day By Site
May
C.T.R.
Clicks
Clicks 3,735 Clicks 3,735
3,735
3,735
June
May
June
0.12%
0.12%
June
May Delivery By Day By Site
C.T.R.
C.T.R. 0.12% C.T.R. 0.12%
July
BBC.com
July
June
Bloomberg.com BBC.com July
July
21
BBC.com
Economist.com Bloomberg.com BBC.com Forbes.com Economist.com Bloomberg.com FoxBusiness.co.. Forbes.com Economist.com
20K 30K 20K
0K
15
Clicks
% Delivery 102.20% 102.20% % Delivery 102.20%
3,190,497
April 40K
% Delivery % Delivery
Overall Delivery Summary
Bloomberg.com Economist.com
NYTimes.com FoxBusiness.co.. Forbes.com Reuters.com NYTimes.com FoxBusiness.co.. WSJ.com Reuters.com NYTimes.com 18
21
24
27
30
2
5
8
11
14
17
20
23
26
29
11
14
17
20
23
26
29
2
5
8
11
14
15
18
21
24
27
30
2
5
8
11
14
17
20
23
26
Delivery 29 2 5By Site 8 11
14
17
20
23
26
29
2
5
8
11
14
15
NYTimes.com 18 21 24 Forbes.com NYTimes.com
27
30
661,919 14 17 20 23 26 505,057 661,919 372,930 8 11 14 17505,057 20 661,919 23 26 431,471 372,930 505,057 342,479 431,471 372,930 661,919 342,380 342,479 431,471 315,265 342,380 505,057 342,479 218,996 315,265 342,380 372,930 200K218,996 400K 600K 800K 0 315,265 431,471 Delivered 200K218,996 400K Imps 600K 800K 0
Delivery 29 2 5By Site 8 11
2086923 869
26
29
2
8
11
14 0.12% 0.13%
17 869
20
23
BBC.com Forbes.com 27 30 2 NYTimes.com
24
WSJ.com BBC.com Forbes.com Reuters.com WSJ.com BBC.com NYTimes.comBloomberg.com Reuters.com WSJ.com Economist.com Forbes.comBloomberg.com Reuters.com FoxBusiness.com Economist.com BBC.comBloomberg.com FoxBusiness.com 0K WSJ.com Economist.com FoxBusiness.com 0K
Reuters.com
5
315,265
Northwest Geo-Target1
218,996
FoxBusiness.com Northwest
200K
1,309,248
400K 600K 1,309,248 1000K 1500K Delivered Imps Delivered Imps
0K
500K
Silicon Valley 0K
500K
0K
500K
1,309,248 1000K 1500K Delivered Imps 1000K 1500K Delivered Imps
8
Delivery By Site
29
2
14 17 615
615 8 575 11
5
14
472
575 615 Delivery370 By472 Site
575 357 370 472 293357 615 370 184 293 357 575 184 200 600 800 293400 472 200 400 Clicks 600 800 184 370 Clicks Delivery By Segment 800K 0 200Geographic 400 600 800 357 ClicksSegment Delivery By Geographic
400K 600K 342,380 Delivered Imps
Geo-Target1
0K Valley Northwest Silicon
11
200K
Economist.com
Silicon Valley Geo-Target1
8
342,479 Delivered Imps
0K
Bloomberg.com
5
5
WSJ.com Reuters.com
15
2
2
293
0.05%
1000 0.00%
0.05% Northwest C.T.R. 0.05% 0.10% Silicon Valley Northwest C.T.R. Silicon Valley Northwest
2,190
1,881,249
2,190
800K 0 1,881,249 2000K 0
500
2000K
500
2000K
0
200
1,545
600 1,545 1500 2000 Clicks 1000 Clicks 15001,545 2000 1000
400
2500 0.00%
0.05%
0 500 1000 1500 Segment 2000 2500 0.00% Delivery By Geographic
0.05%
Clicks
Clicks
WSJ.com
0.10% 0.09%
0.12%
0.08%
0.05% C.T.R.
0.11%
0.15%
Silicon Valley
800 1000 0.00% 2,190 2500 0.00% 0.05%
Reuters.com
2
1000 0.00%
1000 0.00%
NYTimes.com
WSJ.com 0.13%
0.12% 5 0.13% 8 0.15% 11 14 0.11% 0.15% 0.12% 0.11% 0.11% 0.15% 0.13% 0.10% 0.11% 0.11% 0.09% 0.10% 0.12% 0.11% 0.08% 0.09% 0.10% 0.15% 0.08% 0.10% 0.15% 0.09% 0.11% C.T.R. 0.10% 0.15% 0.08%
29
869
1,881,249Delivery By Geographic Segment
184
5
26
Forbes.com FoxBusiness.co..
0.12% 0.12%
0.10% 0.12% 0.12% C.T.R.
0.10% 0.10%
0.15%
0.12%
C.T.R.Northwest 0.10% C.T.R.Silicon Valley
Geo-Target1 2,190
1,881,249
Northwest
0K
500K
1000K 1500K Delivered Imps
0.12%
1,545
1,309,248
Silicon Valley
2000K
0
500
1000
1500 Clicks
5 2000
2500 0.00%
0.05%
SKYAD.COM C.T.R.
0.10%
0.12%
7
PROOF THAT PREMIUM ADVERTISING WORKS Real performance. Real listings. Real results. The following proof points show what’s possible when your marketing reaches the right luxury audience.
8X
80%
Coastal Estate Example: Targeted digital exposure increased listing views from 200 to 1,800+. That’s an 8X boost in qualified buyer traffic.
Urban Luxury Development Example: A multimarket impressions campaign helped the project reach 80% sell-through within months of launch.
TRAFFIC LIFT
SELLTHROUGH
FULL DIGITAL
BUYER
International Developer Example: Consistent ROI led the developer to transition entirely to digital-first marketing across all markets.
Waterfront Estate Example: A qualified buyer found the property directly through a targeted digital ad, leading to a successful sale.
CONVERSION
DISCOVERED VIA AD CLICK
+40% CTR
ABOVE INDUSTRY AVERAGE
CTR Results: Industry benchmark is 0.09%. Global Luxury campaigns consistently deliver 0.12 to 0.14%2, producing 40%+ stronger engagement.
Premium advertising delivers the visibility, engagement and measurable impact today’s luxury clients expect.
8
UNLOCK THE FULL POTENTIAL OF YOUR ADVERTISING Luxury advertising is an investment – one designed to strengthen your brand, elevate your listings and reach affluent buyers you can’t reach through organic marketing alone.
WHY AGENTS CHOOSE ADVERTISING
Reach Beyond Your Sphere
Strengthen Your Seller Value
Gain Actionable Insights
Social media and the MLS
Premium exposure instantly
Each campaign provides data
reach only a fraction of today’s
elevates your marketing plan
that supports future listings,
affluent buyers. Advertising
and differentiates you from
farming and brand strategy.
expands your visibility to high-
competitors.
net-worth audiences actively engaging with luxury media.
A Smart Way to Start Begin with a flexible impressions campaign (two-week minimum starting at $900). It’s a low-risk way to see the performance and impact for yourself. Why Agents Stay With It Once you see the results – higher visibility, stronger engagement and increased credibility with sellers – advertising quickly becomes an essential part of your marketing strategy.
9
YOUR LUXURY MARKETING SUPPORT Your marketing has support at every step. The Global Luxury Marketing Team handles the details so you can stay focused on your clients.
We’re Your Marketing Team
One-Stop Shop:
Professional Reporting:
We handle targeting, setup
You only need to approve
Campaign reports double
and reporting with our
and pay; we handle the rest.
as seller and listing
advertising partner.
presentation material.
With this dedicated support behind you, your advertising becomes seamless, strategic and worthy of the luxury clients you represent.
GLOBAL LUXURY ADVERTISING AGENT PLAYBOOK A Guide for Real Estate Agents
EXPLORE THE FULL GLOBAL MARKETING PROGRAM TODAY. If you have questions or need custom campaign guidance, contact your Regional Luxury Marketing Team.
1. Source: Lombardo Agency. 2. 1 Million Impressions Program Case Studies 2021. ©2025 Coldwell Banker. All Rights Reserved. Coldwell Banker and the Coldwell Banker logo are trademarks of Coldwell Banker Real Estate LLC. The Coldwell Banker® System is comprised of company owned offices which are owned by a subsidiary of Anywhere Advisors LLC and franchised offices which are independently owned and operated. The Coldwell Banker System fully supports the principles of the Fair Housing Act and the Equal Opportunity Act. 25K50J_CBGL_11/25