Home & Real Estate
One of the nation’s oldest and best established real estate franchise systems, Coldwell Banker Real Estate is known as a key driver of the industry and a forward-thinking organization. CooperKatz has closely partnered with Coldwell Banker since 2007, supporting communications efforts for the residential and commercial sides of its business. We leverage the brand’s unique position and strengths via a comprehensive and highly-integrated, strategic communications programs – one that gets beyond “dollar and cents” to explore the emotional and highly human aspects of home buying and selling.
Despite its ups and downs, real estate consistently represents approximately 19 percent of U.S. GDP (gross domestic product). But more important, it is the foundation of many people’s lives. Establishing a new career, moving in with a partner, having children or retiring are just some of the powerful triggers catalyzing an individual’s entry into the real estate market. Purchasing a home is often one of the most significant investments a person will make in their lifetime. And yet for most people, the idea of “home” runs far deeper than just dollars and cents – or an online price estimate.
Over our decade of partnership, CooperKatz and Coldwell Banker have collaborated on numerous integrated campaigns, high-level earned media initiatives and out-of-the-box initiatives. Our core work includes facilitating top-tier print and broadcast interviews for the CEO on key industry news and the housing market, launching annual advertisings themes and campaigns, conceiving and issuing high-interest consumer and agent research, supporting significant product and services launches, and helping reach and celebrate a network that is more than 85,000 agents strong. The team also promotes high-profile, luxury listings and trends to support the Coldwell Banker Global Luxury program. By leveraging the brand’s many strengths, CooperKatz succeeds in generating a significant and consistent stream of coverage across real estate trade and top-tier media such as the Inman, Real Trends, Associated Press, Mashable, CNN Money, CNBC, Fox Business, TIME, USA Today, Wall Street Journal and many more.
A main goal has always been to dig deeper into the real value of a home – on a more human level. Our Homes for Dogs project is just one example of this approach. The joint initiative with Adopt-a-Pet.com was designed to offer both a framework and call to action to support pet adoptions. The campaign, which grew out of one of the brand’s national advertising spots, sparked action from Coldwell Banker affiliates all over the country – who helped to promote the alliance and held their own adoption events nationwide. In its first year, the effort led to more than 20,000 pet adoption, spiked visits to the Coldwell Banker website, garnered hundreds of earned media placements – and took home a Gold SABRE award for excellence in the PR industry.
In addition to these multi-faceted communications efforts, CooperKatz also leads the company’s thought leadership and partnership campaign around IoT and smart home technology. (Learn more about that effort here). CooperKatz and Coldwell Banker were named finalists for a PRSA Silver Anvil Award for this breakthrough effort.
Ultimately, everything we do must succeed in elevating awareness for the brand among consumers – while strongly demonstrating to brokers and agents the immense value of wearing Coldwell Banker blue.