MARKETING with DISTINCTION
The Coldwell Banker Global Luxury®
Listing Guidebook
A strategic guide to effectively marketing luxury listings through the Coldwell Banker Global Luxury program.
MARKETING DISTINCTIVE PROPERTIES
Harness the full power of the Coldwell Banker Global Luxury ® program to elevate your listings, enhance your marketing approach and deliver an exceptional experience to your high-end clientele. Let this resource be your roadmap to refined, results-driven luxury real estate marketing.
PROPERTY PREPARATION & PROMOTION
FEATURE THE PROPERTY IN A POST IN EXCLUSIVE LOOK.
Exclusive Look provides Coldwell Banker® agents with a competitive edge, offering private, in-network marketing before properties reach the MLS.
z Get started by accessing the Exclusive Look tile on Desk and selecting “Add Listing.”
z For more information and to determine whether your listing is a good candidate, access the Exclusive Look Help Center on Desk.
SUBMIT A PR FORM TO REQUEST LOCAL OR NATIONAL MEDIA COVERAGE, AT NO COST TO YOU.
z Submit at least two weeks before the listing goes live to be considered for exclusive coverage. Newsworthy properties include celebrity-owned, $10M+, one-of-a-kind and historic properties¹.
LEVERAGE THE WEALTHENGINE® PLATFORM TO PREPARE A TARGETED PROSPECTING LIST OF HIGH-NET-WORTH INDIVIDUALS FOR USE IN MAILINGS, EMAIL BLASTS AND DIGITAL AD TARGETING² .
WealthEngine is a powerful prospecting platform that provides access to detailed data on over 100 million high-net-worth individuals across the U.S. It offers real-time insights into lifestyle and wealth indicators, such as estimated net worth, charitable contributions, interests and more, allowing you to create highly targeted prospecting lists for your luxury listing.
z Complimentary access to WealthEngine is available exclusively to certified Coldwell Banker Global Luxury Property Specialists.
z To obtain access and complete setup of your complimentary subscription, two forms will be required: the first is the WealthEngine Agreement Form, and the second will be a Docusign form delivered via email by an Altrata team member within a few days (be sure to check your spam folder if not received promptly).
z See the WealthEngine FAQ & Training Schedule document to register for a live or pre-recorded training session.
PURCHASE A LISTING CONCIERGE PACKAGE.
Listing Concierge is an exclusive, comprehensive marketing campaign offering high-quality materials and finishes to present your listing in the best possible light and appeal to affluent buyers worldwide³
z View the Listing Concierge package options here
{ While all tiers can be branded under the Coldwell Banker Global Luxury® program, the Global Luxury Marketing Team recommends a Luxe package for luxury listings priced over $1M.
{ For listings priced over $10M, ordering a Reach or Luxe package will unlock additional complimentary benefits (see the Ultra-Luxury Listings section of this guide). Connect with your Listing Concierge Coordinator to ensure you are leveraging all available resources.
z When placing your order, check the box labeled “This is a Global Luxury Listing” to ensure all materials reflect the Coldwell Banker Global Luxury branding and aesthetic.
z Schedule professional photography, including aerials, floor plans and video.
z Begin executing deliverables from your comprehensive marketing plan.
{ Refer to the Listing Concierge Order Timeline for standard turnarounds and create a deployment calendar.
z Organize your mailing address list for applicable property announcement mailers.
{ Connect with your Listing Concierge Coordinator to access the template.
{ The number of addresses varies by package level (25 for Reach; 50 for Luxe).
{ Luxury Property Specialists can use WealthEngine to curate targeted lists for these mailings.
SOCIAL MEDIA & DIGITAL MARKETING
COMPLETE THE GLOBAL LUXURY PROPERTY FEATURE FORM TO REQUEST COVERAGE FOR YOUR NOTABLE LISTING ON THE COLDWELLBANKERLUXURY.COM EDITORIAL, BRAND SOCIAL MEDIA AND APPLICABLE REGIONAL SOCIAL CHANNELS¹ .
z Review the Submission FAQ & Guidelines to ensure your property meets the criteria for a Coldwell Banker Global Luxury Property® Feature. While coverage is not guaranteed, following this guide will increase your chances of being featured. (Pro tip: Providing video will increase your chances for a social media feature.)
PROMOTE THE LISTING CONSISTENTLY ON YOUR PERSONAL SOCIAL MEDIA PAGES WITH ASSETS FROM MARKETING CENTER AND LISTING CONCIERGE.
ENSURE CONSISTENT BRANDING ACROSS DIGITAL CHANNELS BY DIRECTING DIGITAL MARKETING EFFORTS TO THE LISTING’S PAGE ON COLDWELLBANKERLUXURY.COM OR A GLOBAL LUXURY-BRANDED SINGLE-PROPERTY WEBSITE WHEN LINKING A URL.
z Properties that meet the price threshold requirement will automatically feed to ColdwellBankerLuxury.com after they go live in the MLS.
z Branded single-property websites are included in all Listing Concierge packages.
z Agents with Luxury Presence websites can create single-property websites through the platform. View the instructional article and video tutorial here.
ENJOY AUTOMATIC ONLINE SYNDICATION THROUGH A COMPREHENSIVE, GLOBAL NETWORK OF PROMINENT REAL ESTATE WEBSITES, ONCE ACTIVE IN THE MLS.
z Enhanced digital syndication is based on price point:
$500K+
{ The Wall Street Journal
{ MarketWatch
{ Robb Report
{ Unique Homes
$1M+
{ Barron’s
{ JamesEdition
{ Mansion Global
{ Properstar's international network of 75+ portals across 41+ countries | View Properstar's full syndication network here
BROKER-TO-BROKER NETWORKING
HOST EXCLUSIVE BROKER EVENTS AT YOUR LISTING.
z Elevate your event and create a memorable experience with curated elements such as professional catering, live music, luxury vendors or a tasteful theme aligned with the property type or season.
z Connect with your Luxury Marketing team to design events that offer value to attending agents, such as featuring luxury market insights from guest speakers or panelists.
LUXURY PROPERTY SPECIALISTS CAN ACCESS THE LPS REPORT TO PROMOTE THEIR LISTINGS AND EXTEND EVENT INVITATIONS EXCLUSIVELY TO CERTIFIED AGENTS WITH QUALIFIED BUYERS² .
ADVERTISING
REVIEW THE GLOBAL MARKETING PROGRAM BROCHURE TO EXPLORE COMPREHENSIVE ADVERTISING OPPORTUNITIES, INCLUDING PRE-NEGOTIATED RATES FOR TOP-TIER PRINT AND DIGITAL PUBLICATIONS THAT CATER TO AN AFFLUENT AUDIENCE, AS WELL AS DIRECT SUPPORT FROM OUR PARTNERS AT SKY ADVERTISING³ .
z Interested in learning more? Visit our partnership website and schedule a consultation with Sky Advertising to create a custom media plan tailored for your listing and budget.
ADVERTISE IN THE COLDWELL BANKER GLOBAL LUXURY® PROGRAM’S FLAGSHIP PUBLICATION, COLDWELL MAGAZINE³ .
z View Media Kit, distribution details, pricing and deadlines here.
REPORTING
REGULARLY PROVIDE YOUR CLIENTS WITH CONSISTENT, TRANSPARENT PERFORMANCE UPDATES.
SHARE LISTING CONCIERGE CLIENT REPORTS TO DEMONSTRATE MARKETING EFFORTS.
PULL WEB TRAFFIC REPORT FROM INSIGHT.
REQUEST ADDITIONAL PERFORMANCE METRICS FROM YOUR LUXURY MARKETING TEAM, INCLUDING:
z Property webpage activity on ColdwellBankerLuxury.com
z International syndication reports from Properstar for listings priced at or above $1M
UNLOCK BENEFITS FOR ULTRA-LUXURY LISTINGS
Ultra-luxury properties that utilize a Reach or Luxe Listing Concierge package will receive the following exclusive company-paid marketing enhancements based on listing price point.
$10M+ PROPERTIES
z Dedicated VIP Listing Concierge Coordinator and Expedited Turnaround Times (one-half of a business day)
z Multi-Page Print & Digital Property Brochure⁴
z Extended Boost Digital Ad Campaign (three months)
z Luxury Presence Single-Property Website With Custom Domain⁴
z Curated WealthEngine® Prospect List of 300 Contacts⁵
z The Update Featured Property Spotlight (for up to four weeks)
z ColdwellBankerLuxury.com “The List” Highlight in the “Trending this Month” Section⁵
z Brand Social Media Spotlight
z PR Support and Consideration⁵
z Customized Multi-Page Seller’s Report
$20M+ PROPERTIES
z Dedicated VIP Listing Concierge Coordinator and Expedited Turnaround Times (one-half of a business day)
z Multi-Page Print & Digital Property Brochure⁴
z Upgraded Boost Digital Ad Campaign:
{ Extended for three months
{ National High-Net-Worth Targeting Powered by WealthEngine
z Luxury Presence Single-Property Website With Custom Domain⁴
z YouTube Ad Upgraded With Local and National High-Net-Worth Targeting Powered by WealthEngine
z Curated WealthEngine Prospect List of 300 Contacts⁵
z The Update Featured Property Spotlight⁵ (for up to four weeks)
z ColdwellBankerLuxury.com “The List” Highlight in the “Trending this Month” Section⁵
z ColdwellBankerLuxury.com “The List” Video Collection Inclusion⁵
z Placement in the Feature Properties Section⁵
z ColdwellBankerLuxury.com Homepage Feature⁵
z Premium ColdwellBankerLuxury.com Editorial Site Article
z Brand Social Media Spotlight
z PR Support and Consideration⁵
z Customized Multi-Page Seller’s Report
ADDITIONAL MARKETING RESOURCES & SUPPORT
GLOBAL LUXURY WORKSHOP SERIES: HOSTED BY THE NATIONAL GLOBAL LUXURY MARKETING TEAM, THIS EXCLUSIVE TRAINING SERIES IS THOUGHTFULLY DESIGNED TO EMPOWER AGENTS AT ALL STAGES OF THEIR REAL ESTATE JOURNEYS.
z Explore the Workshop Series Brochure for a full schedule and registration links
VISIT THE GLOBAL LUXURY PLAYLIST ON THE CBR MARKETING WORKSHOPS YOUTUBE CHANNEL FOR RECORDINGS OF PAST GLOBAL LUXURY WORKSHOPS AND GL QUICK TIP VIDEOS.
CONCIERGE AUCTIONS: ACCELERATE THE SALE OF HIGH-VALUE PROPERTIES THROUGH THE COLDWELL BANKER® BRAND’S PARTNERSHIP WITH CONCIERGE AUCTIONS. THIS PLATFORM ATTRACTS ELITE BUYERS, DRIVES COMPETITION AND DELIVERS MARKET-DRIVEN RESULTS WITHIN A SET TIMEFRAME.
z Review the Concierge Auctions brochure
z Submit an inquiry
z Attend a training session
THE MARKETING CATALOG PROVIDES A COMPREHENSIVE ARRAY OF LIVE AND ON-DEMAND MARKETING WORKSHOPS COVERING ESSENTIAL SKILLS AND ADVANCED STRATEGIES FOR MARKETING YOUR LISTING WITH THE COLDWELL BANKER TOOLS.
MANDI FORBECK
Luxury Marketing Manager Northern California, Northwest, Hawaii mandi.forbeck@cbhome.com
ALEXANDRA MCMAHON
Luxury Marketing Manager Massachusetts, Rhode Island New Hampshire, Maine alexandra.mcmahon@cbhome.com
THE GLOBAL LUXURY MARKETING TEAM
KRISTAL DOCTER Luxury Marketing Director West Region kristal.docter@cbhome.com
MIKAELA WRIGHT Luxury Marketing Specialist Northern California, Northwest, Hawaii mikaela.wright@cbhome.com
KATHLEEN HENNEBERRY Luxury Marketing Manager Illinois, Indiana, Michigan, Texas, Wisconsin kathleen.henneberry@cbhome.com
ALYSSA MAHONEY Luxury Marketing Manager Arizona, Colorado, Southern California, Utah alyssa.mahoney@cbhome.com
MORGAN DUERSCH Luxury Marketing Manager Minnesota, Missouri, Pittsburgh, Ohio morgan.duersch@cbhome.com
CANDACE WATTS
Luxury Marketing Specialist Illinois, Indiana, Michigan, Texas, Wisconsin candace.watts@cbhome.com
MEREDITH SHUHANDLER Luxury Marketing Specialist Arizona, Colorado, Utah meredith.shuhandler@cbhome.com
CALLIE FRIED Luxury Marketing Specialist New York, New Jersey, Pennsylvania, Ohio, Minnesota, Missouri callie.fried@cbhome.com
CHRISTINA LARSEN Luxury Marketing Manager Florida, Mid-Atlantic, Carolinas, Atlanta christina.larsen@cbhome.com
ZACH WHITE Luxury Marketing Specialist Southern California zach.white@cbhome.com
TORI SCHIFF Luxury Marketing Manager Connecticut, New Jersey, New York, Philadelphia/Central PA tori.schiff@cbhome.com
EMILEE KAPLAN Luxury Marketing Specialist Florida, Mid-Atlantic, Carolinas, Atlanta emilee.kaplan@cbhome.com