LEGACY
SERVE THE CLIENT’S BEST INTEREST ABOVE ALL ELSE
Coldwell BankerÂŽ was founded in 1906 when Colbert
Coldwell Banker has entered its second century in real
Coldwell, a young real estate agent, observed
estate and continues to offer clients a level of service
families trying to piece their lives together following
and resources of which Colbert Coldwell and his partner
the disastrous San Francisco earthquake.
Benjamin Banker would be proud.
Disapproving of agents who acquired property from
More than 110 years in the making. It means so much
vulnerable sellers and then resold it at huge profits,
because it requires so much. Constant commitment.
and seeing a need for honest, knowledgeable real
Unwavering focus. Years of cultivation. Every brand wants it.
estate professionals, he formed his own company.
Our reputation guarantees it.
OU R
History
1927
Coldwell Banker Schmidt Family of Companies has experienced phenomenal growth since its inception in 1927. Founded by Harold F. Schmidt, the company is now lead by his grandson and great-grandson. H. F. Schmidt Real Estate, as the firm was originally known, was based on the principles of honesty, integrity, and an unwavering commitment to outstanding service. Harold Schmidt’s adherence to these standards of excellence earned him the trust and confidence of his clients, building a solid foundation for what was to become one of the most respected and largest real estate brokerage firms in the Midwest. Harold’s son, Joseph Schmidt, joined the company in 1946 and under his leadership, the company experienced unparalleled growth. His sons Fred and Ken entered the company in 1962 and 1968, respectively. Today Ken Schmidt is the CEO of the firm. Mike Schmidt is
President. Tom Gray is the COO. The firm joined Coldwell Banker Corporation as a franchisee in 1983. Today, Coldwell Banker Schmidt Family of Companies is a fifth generation real estate firm and is one of the largest and most successful Coldwell Banker affiliates in the country.
CONTENTS
CORE VALUES
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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The heart of Coldwell Banker Schmidt Family of Companies
LEADERSHIP
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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From visionary perspectives comes 360ยบ vision
EMPOWERMENT
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
18
Equipping real estate entrepreneurs with the best tools
GLOBAL LUXURY
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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Expertise to market every caliber of home
RESULTS
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Completing the Coldwell Banker story
40
THE STORY WE TELL is built on the events, moments and experiences that make home so undeniably special.
D R E A M S E C U R I T Y
F A M I L Y R E S P I T E MORE THAN SHELTER, HOME IS A STATE OF MIND
H A P P I N ES S An emotion that moves the soul. Our dialogue with customers begins with an understanding of what home means to them.
COMFORT Our technology gives us the power to share it.
CORE VALUES “ Coming from an ownership position in a small boutique real estate firm, I am so pleased with the decision that was made
for the Schmidt family to purchase our firm. The tools of the trade and the expansive network have helped turn my business into a roaring success. Moving from a Manager/Recruiter/Salesperson to be able to fully concentrate on my core business of real estate sales has been a real bonus for me. My previous company was small and we couldn’t provide many of the “back-room” basics which were critical for an agent to succeed. Coldwell Banker Schmidt Family of Companies is always looking forward and incorporating the best in the marketplace for the continued success of its agents.” - Pat Vredevoogd Combs, REALTOR ® Pat sold her company to Schmidt Family of Companies in 2006. The following year she became President of the National Association of REALTORS (NAR). She returned to Schmidt Family of Companies after her presidency and is a top agent in the Grand Rapids area.
FUELED BY REPUTATION, MOTIVATED BY INNOVATION FOUNDATION
Our core values work together to create a steadfast foundation in an ever-shifting world.
Loyalty Initiative Positive Outlook Servant Leader
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LEADERSHIP
THE VISION TO LEAD where others follow
VISION
INTEGRITY
LEVITY VALUES THAT GUIDE A LEADER
OPPORTUNITY
TRUST TRANSPARENCY VISION Be able to do whatever you ask of anyone else. Understand where limitation ends. Know where opportunity begins.
Be transparent in your intentions. Inspire trust through honesty. Bring levity with humor.
13
Our agents understand the true value of home and have a constant pursuit of providing exceptional service to our clients. They are innovative and open to new ideas about expanding the way they do business. And we are here to support them as they continue to evolve and grow. In us they know they have a strong advocate and the strength of the best premium brand in the world behind them.�
Ken Schmidt
Chief Executive Officer
Our culture is all about initiative, honesty, loyalty and servant leadership. These core values are the fabric of the exceptional people that have dedicated themselves to performance and ethics at the Schmidt Family of Companies and I am incredibly proud to be a part of their team. Good people want to be around good people and I believe our team is a testament to the fine people who have been a part of our past.�
Mike Schmidt President
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The Schmidt Family of Companies affiliation with Coldwell Banker has greatly enhanced our consumer reach, brand recognition, innovation and credibility allowing for a better consumer experience and greater opportunities for our agents. Home is the true American dream and we continue to strive to create an exceptional experience when buying or selling through competent, ethical and dedicated agents. Providing value and servicing the needs of our agents and clients is always top of mind in everything we do.�
Tom Gray
Chief Operations Officer
OUR CHARITABLE EFFORTS Coldwell Banker Schmidt Family of Companies takes pride in
CHARITABLE GIVING we take pride in our work, and pride in our communities
the work we put into the communities we service and beyond. We have established relationships with the American Red Cross, the Marine Toys for Tots Foundation, Adopt-a-pet.com and many localized charitable foundations and causes our Associates find close to their hearts.
Since Coldwell Banker HeroesSM was founded six years ago, the Coldwell BankerÂŽ network has donated over $22 million to local charities along with over 155,000 hours of volunteer work.
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EMPOWERMENT “ I wanted to be a part of a company that TRULY cared about their customers and clients, and treated their agents and
staff like family. Along with Coldwell Banker’s amazing tools, world-class marketing team and luxury domination…the choice to join was a clear one. If you want to take your real estate career to the highest level and do it with a team of professionals and leadership with integrity in real estate, then you need to become a part of Coldwell Banker Schmidt Family of Companies.” - Michael Smith, OHIO OPERATIONS LEADERSHIP Former President of Ohio, Berkshire Hathaway
STRENGTH
CBU
POWER
WE ARE 100% COMMITTED
INNOVATION
to building and retaining the world’s most talented and
OUR AGENTS ARE THE SOURCE OF OUR STRENGTH; SELLERS ARE THE SOURCE OF THEIRS. These are the truths that drive our relentless development of the industry’s best programs and platforms. We create tools that ensure every seller has the power their home deserves.
productive force of real estate professionals. It’s the number one reason why Coldwell Banker University® (CBU) goes beyond the practice of selling real estate to the art of running a smarter business.
For every step of your journey What else is CBU about? Forever taking our agents to the next level. Whether you are a new agent just getting started, a seasoned professional looking to take your business to the next level or you want to become a specialist in the luxury market, our online and in-person learning experiences are dedicated to ensuring you never stop growing in your success. 19
LAUNCH PAD Coldwell Banker Agents are setup for long-term success in real estate with Launch Pad. This instructor-led course is designed to introduce our agents to best practices and resources which can be at the core of your long term success in real estate. Launch Pad focuses on the following areas: Office Orientation, Forms, Seller and Buyer Training, Technology and Digital Media Training, Business and Marketing Plans and much more! Mentors are available with local area expertise which will help guide you in applying what you learn to your own business.
Are You All In? Are you committed to acquiring the skills and know-how to propel your real estate career to the next level? It’s time to Launch!
ACHIEVE MAXIMUM PRODUCTIVITY Get AMP’ed!
AGENT PRODUCTIVITY TRAINING PROGRAM How did agents set 10.5 appointments in 4 weeks? AMP! is the Coldwell Banker productivity training program. Just consider this... the average participant in the course successfully set four client appointments, while those who actively followed the AMP! course model set 10.5 appointments in just 4 WEEKS! The program includes live classroom instruction, self-paced modules, as well as online and interactive learning, all designed to turbocharge agent effectiveness through the tools and strategies that the “best of the best” use to drive ever-stronger results.
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GLOBAL
LU X U R Y CERTIFICATION A NEW EXPRESSION OF LUXURY AWAITS The certification course has been designed with excellence in mind, taught by those who work daily in the luxury market, providing you with the knowledge and tools to enhance or begin your career in the luxury market.
Any Coldwell Banker agent may take the course and become a Member with The Institute for Luxury Home Marketing.
Coldwell Banker Schmidt Family of Companies
ONLINE OFFICE
TRAINING CALENDAR
Dashboard: Find it fast with quick links to all of the tools and resources available to you. Webmail: Your online portal to your Schmidt emails. Agent Websites: Personalized website builder.
Regional Training
Leads & Stats: Reports on your properties and agent website; traffic, participation, webscore. Resource Center: Extensive Video tutorials for all Schmidt tools available to Associates. Storage: Secure File Sharing and Storing for Company, Office
Localized Office Training One-On-One Mentoring & Coaching Video Training Series via CBSocial.Media
and Personal files. Including regionally customized Listing Presentations, Marketing Flyers, Logos, etc.
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FIRST NATIONAL FRANCHISOR WEBSITE, IPAD APP AND MOBILE SITES
INNOVATION IS A JOURNEY and the key to your success
The leaders of the Coldwell Banker® network fuel our constant pursuit of innovation. We go outside our industry in search of advancements that we can apply in unprecedented ways.
The Coldwell Banker® Brand IS THE #1 MOST-VISITED REAL ESTATE BRAND ONLINE.
TECH NOLOGY that outperforms our competitors
69.9M RE/MAX 56.3M Century 21 38.1M Weichert 7.1M Keller Williams 4.7M Berkshire Hathaway 3.9M
Source: comScore 2018 Media Trends
Source: comScore 2018 Media Trends
25
COLLABORATION INVOLVEMENT PARTICIPATION These are the driving forces behind coldwellbanker.com that give everyone involved more power to achieve their goals.
COLDWELLBANKER.COM Delivering maximum exposure
Sellers, with guidance from their agents, are now able to share what makes their home so uniquely special by uploading photos, a video and stories of the memories made there.
Buyers are given the freedom to virtually invite friends and family to supportively participate in the life-changing experience that is buying a home.
Agents gain real-time access to buyer feedback and seller input, giving them unprecedented flexibility to adapt, respond and outperform competitors.
Making us the seller’s brand
This proprietary app is a game changer, giving our agents the power to easily create a customized marketing experience for each and every seller. From arriving at the right market value to creating an ideal buyer profile, CBx not only assists agents in evaluating each home based on a spectrum of criteria but also helps them to determine where potential buyers are located.
At its core, CBx is visualization of big data. The power of CBx is at the fingertips of our agents, who can tell the story of a home to sellers like no one else.
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CB Exchange
Welcome to CB Exchange, a state-of-the-art platform with one mission - to make connecting with the Coldwell Banker brand easier than ever. CB Exchange provides immediate access to the most up-to-date content and tools to help you run your business smarter and make better decisions every day. Whether you’re in the office or on the go, the Coldwell Banker world is now at your fingertips.
Zap Business Management Tools
Agent Website and Agent Mobile App
Predictive Agent Platform
The power of prediction
It all starts by captivating the home buyer with a brokeragebranded, IDX-optimized website and mobile app. Then, Zap tracks every aspect of our customers’ online behavior and distills
CB Zap helps identify the hottest prospective buyers easily and quickly.
the data into a singular ZapScore — an unprecedented tool that predicts who is going to transact business, empowering agents to reach out at the right time to close the deal.
Our most advanced technology yet, the Zap platform works on multiple levels in perfect synchronicity, not only giving agents
For brokers, Zap’s end-to-end view of agent activity forges
the insight to be in the right place at the right time to close the
stronger connections with both agents and customers alike by
sale but also informing brokers and agents about every aspect of
tracking all leads while helping you manage transactions and
their business, helping to guide business growth.
identifying prime opportunities to invest, hire, train and expand.
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TRANSACTION MANAGEMENT SYSTEM Never get stuck running to the office to scan a contract again. Coldwell Banker Schmidt Family of Companies provides premium access to an electronic transaction management system for every agent. This allows the paperwork associated with a multi-party real estate transaction to be completed through a proprietary online network. Whether you’re on a showing, in a closing or on vacation, you’ll still be able to conduct business from anywhere with clients located everywhere.
LISTINGS TO LEADS Listings To Leads is a service paid for and provided by Coldwell Banker Schmidt Family of Companies. L2L allows agents to automate their property marketing. Every tool provided in this program generates leads while your properties are marketed. Unlimited customizable seller lead generation landing pages for Facebook, Google, Wordpress and Postcards. Automated YouTube video creation, virtual tours, Craigslist posting tool, eFlyers, toll free info lines and short codes (text messaging) for every listing.
According to Klout (as of 12/31/17)
Always engaging so we’re always top of mind
According to Klout
More than a venue for marketing homes, Coldwell Banker® (as of 12/31/17)
SOCIAL ENGAGEMENT
VIDEO VIEWS
1
#
14O MILLION
OVER
MOST INFLUENTIAL “NUMBER ONE MOST REAL ESTATE BRAND INFLUENTIAL REAL ESTATE IN SOCIAL MEDIA BRAND IN SOCIAL MEDIA”
14O MILLION
OVER
# SOCIAL 1 MEDIA
MOST INFLUENTIAL VIDEO VIEWS REAL ESTATE BRAND IN SOCIAL MEDIA Lifetime Views on Combined
Coldwell Banker Real Estate’s Combined Lifetime Views on Coldwell Banker Real Estate’s Official Facebook Page Official Facebook Page According to Klout and YouTube Channels and YouTube Channels (as of 12/31/17)
brand’s social media is about building relationships that endure. We provide our followers with a range of content, from tips for pet owners to updates about the latest home technology. It’s everything that strengthens the bond we share.
Keeping our agents ahead of the curve With exclusive resources like our private Generation Blue Facebook group, you gain 24/7 access to a global network of
TOTAL 2017 YOUTUBE best practices to ensureVIEWS: you’re never left VIDEO 42behind. MILLION
support as well as a constant stream of social media training and
TOTAL 2017 YOUTUBE VIDEO VIEWS: 42 MILLION TOTAL 2017 BLUE MATTER BLOG VISITS: 1.7 MILLION TOTAL 2017 COLDWELL BANKER SOCIAL ENGAGEMENTS: 80 MILLION*
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eMarketing Listing Automation Automatically deliver a print, digital, and social media marketing package for each
eMARKETING CHANGES THE GAME
new listing to your sphere of influence, organic leads, local agents and brokerages.
ü
With CB eMarketing, you will be able to manage your contacts, send branded eCards and eNewsletters and automate your
With CB eMarketing Listing Automation, a Just Listed eCard and Jumbo Postcard will be automatically created for all of your listings.
ü An email is sent to you that includes a link to the eCard and directs back to CB eMarketing to quickly and easily distribute via email and social media.
ü Easy link to “Print It Yourself” via Xpressdocs for your Just Listed postcards.
marketing activities. Rebuilt from the ground up, it is now easier than ever to manage your contacts and create, send and optimize your email campaigns in one central location.
ü Over 350 print and social media templates are available in the eMarketing content library.
WE ARE HERE TO SUPPORT At Coldwell Banker Schmidt Family of Companies, you have a team of support staff behind you every step of the way. We provide unparalleled resources
IT’S ALL ABOUT YOU!
in technology, lead generation, relocation/referrals, and personalized marketing to help our agents reach their personal goals in an environment that is geared towards success.
We Provide Complimentary Unequaled Support
World Class Support is our specialty Vice President of Marketing
Agent Service Coordinators
Director of Technology
In-House Attorney
Director of Luxury
Commercial Division
Digital Media Specialist
Relocation Services
Regional Marketing Directors
Referral Coordinators
Marketing Designers
Property Management Specialists
Marketing Specialists
Mortgage & Title Services
Sales Managers
and MORE!
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GLOBAL LUXURY “ My decision was clear to make a change after a very short time but I didn’t make the change to Coldwell Banker Schmidt
Family of Companies until 2016. I needed to join a brokerage firm that had the same goals and vision that I did for my business. I wanted to do more to develop my skill set and build a bigger business. And as a result of their outstanding marketing team, sales training and most importantly - Broker support - my business and my market presence has more than doubled. The Global Luxury Brand and the Luxury certification training has made such a positive impact on my business. The support staff is amazing and to have a marketing team that handles my branding and marketing so that I can focus on listing and selling was another key reason why I made the change. I am so grateful to Ken and Mike Schmidt for taking a chance on me and for helping me grow into the best version of myself.” - Molly Buttleman, REALTOR ® Doubled her business to $20M in her 1st year with Coldwell Banker Schmidt Family of Companies
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COVERING THE SPECTRUM OF HOMES Our ability to market extraordinary homes is a testament to our unending commitment to excellence. From our exclusive video series to best-in-class editorial and social media coverage, our portfolio of tools is as vast as the range of homes they help sell.
The “Home of the Week” video series is featured on the top-ranked Coldwell Banker® YouTube channel, posted to our Global Luxury blog and shared with social advertising targeted specifically at high net-worth individuals. The Global Luxury Listing Presentation is artfully designed and written to highlight the spectrum of tools, platforms and media partners that elevate our luxury marketing to an art form. Representing the country’s most expensive homes Coldwell Banker® Luxury Property Specialists listed two of the top five most expensive properties in the U.S.
The Coldwell Banker速 network achieved an average of
OVER $148.7 MILLION IN LUXURY HOME SALES EACH DAY
Agents with the Coldwell Banker速 network handled more than
PROVEN RESULTS
28,746 TRANSACTION SIDES OF $1 MILLIONPLUS HOMES
The Coldwell Banker速 network attained an average sales price of
$1.9 MILLION FOR $1 MILLION-PLUS HOMES IN 2017 Average daily sales. Data based on closed and recorded transaction sides of homes sold for more than $1 million (USD$) or more as reported by the U.S. Coldwell Banker速 franchise system for the calendar year 2017.
37
GLOBAL
LU X U R Y There’s no place the Coldwell Banker® sign is more at home than in front of many of the world’s premier luxury properties. The Coldwell Banker Global Luxury® Program is among the most successful names in high-end real estate, powered by agents in 47 countries who deeply understand this unique market’s intricacies and clientele. It’s why we had over 28,000 transaction sides of $1 million-plus properties annually. Proprietary tools such as the flagship Homes & Estates magazine (on newsstands across the globe), a luxury certification course created with the Institute of Luxury Home Marketing and an unrivaled international referral network are just a few of the reasons why the Coldwell Banker Global Luxury Program is a truly extraordinary force in the luxury space. For the agent with a desire to enter this exclusive market, there is no partner better suited to bring you success.
COLDWELL BANKER GLOBAL
H O M E S
A N D
Coldwell Banker Schmidt Family of Companies
HOW WE MARKET LUXURY HOMES
L I F E S T Y L E S
Total Annual Reach & Distribution of our Luxury Magazine
PRINT 40,000 Direct Mailed: • Home value OVER $500,000 throughout the state of Michigan. • Targeted high-end neighborhoods in southwest Florida (Punta Gorda, Englewood, Boca Grande, Port Charlotte) and northeast Ohio (greater Cleveland area.) • Crain’s Business List for Cleveland, Detroit and Chicago.
SM
THE FLAGSHIP PUBLICATION OF
SCHMIDT FAMILY OF COMPANIES
• Distributed at Coldwell Banker Schmidt offices in Michigan, Ohio, Florida and U.S.Virgin Islands.
EMAIL • Proprietary high net-worth email database of over 10,000 addresses with a home value OVER $500,000
DIGITAL • Updated monthly to act as the current version of the magazine. • Distributed across all brokerage social media sites and websites. • Social media advertising campaign (Facebook & Instagram) to boost magazine monthly with a targeted focus in the Chicago area, Indiana, MI, OH, FL. • Over 1,400 Realtors and Brokers: may distribute in email signatures, private client email distributions, social media sites and websites. • Digital magazine website CBSchmidtLuxury.com is on display in our offices with large TV screens.
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RESULTS “ The
BEST decision of my career…Coldwell Banker Schmidt Family of Companies. As a Broker/Owner for 20 years with another real estate franchise, the decision to merge with Coldwell Banker Schmidt Family of Companies in 2011 was truly the best choice ever! I was approached by several others but nothing seemed to “fit” until I met the Schmidt family. What sets Coldwell Banker apart from the rest of the franchises and brokerages out there is the “Schmidt” part. What the Schmidt’s provide truly takes agent support, training and marketing real estate to a new level. The success of our agents and clients is directly impacted by everything that is created and provided through the Schmidt family.” - Ruth A. Clemens, MANAGING BROKER
COLDWELL BANKER
COLDWELL BANKER SCHMIDT FAMILY OF COMPANIES
POWER I N N U M B ER S
S UCCES S BY TH E N U M B ER S
The Coldwell Banker® brand is a true global force, with the power to showcase exceptional properties and reach affluent buyers around the world, and in dozens of languages.
70 +
1, 4 0 0 +
15, 6 4 3 +
OFFICES COMPANY WIDE
AGENTS
2017 CLOSED TRANSACTIONS
Michigan | Ohio | Florida U.S. Virgin Islands
9 2, 0 0 0
$ 2.8
SALES AGENTS
3, 0 0 0
47
OFFICES
COUNTRIES & TERRITORIES
#2
BILLION+
IN UNITS SOLD
2017 Sales
Out of 900 Coldwell Banker® affiliate companies
SCHMIDT FAMILY OF COMPANIES CBGreatLakes.com | CBSchmidtOhio.com | CBFloridaHomes.com ColdwellBankerVI.com S C H M I DT FA M I LYO F CO M PA N I ES.CO M
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HOME IS MORE THAN WHAT WE SELL. HOME IS WHO WE ARE.
MICHIGAN
CBGREATLAKES.COM
OHIO
CBSCHMIDTOHIO.COM
CBFLORIDAHOMES.COM
U.S. VIRGIN ISLANDS COLDWELLBANKERVI.COM
FLORIDA