25 partnerships. 1.18 billion earned media impressions. Over 3,700 media placements. These are all hallmarks of the Coldwell Banker Real Estate campaign to become the real estate leader in all things “smart home.” With a $397.4 billion industry valuation expected for 2020, CooperKatz took no prisoners in its quest to bring the Internet of Things (IoT) to the real estate industry – with Coldwell Banker as the undisputed leader.
In 2015, Coldwell Banker recognized a white space. The popularity of smart home technology was rapidly growing. But a connection had not yet been made with the impact of smart home on home buying and selling. Nearly every industry was exploring what IoT meant for its sector and customers – except for real estate.
Together with CooperKatz, Coldwell Banker embarked on a multi-year campaign to become the real estate leader in smart home. First, Coldwell Banker aligned itself with a diverse set of partners already established in IoT, such as CNET, Nest, Alarm.com and Lutron. Then, the real estate brokerage began unleashing original IoT-focused research among its 85,000 sales associates and consumers.
Hundreds of articles were published about the increasing demand for smart home technology among buyers and sellers, with coverage in such outlets as NBCNews.com, NPR and Washington Post. Coldwell Banker also took a prominent position as the Smart Home Marketplace Sponsor at CES, the world’s largest annual consumer technology trade show.
In 2016, CooperKatz helped Coldwell Banker create an official smart home definition with CNET, plan and launch a physical Smart Home Staging Kit for home sellers and agent, and launch a Smart Home Certification Course exclusive to Coldwell Banker agents. Then in 2017, the combined client-agency team tapped into voice control with real estate Skills for Amazon Alexa.
Results have extended far beyond media impressions. In the first year of the campaign, Coldwell Banker saw 150,000 visits to its smart home content. More than 3,000 Coldwell Banker agents took the course in its first eight months. At CES 2016, Coldwell Banker the only real estate brand to utilize Facebook Live, garnering over 60,000 views and high levels of engagement.
CooperKatz has help to firmly establish Coldwell Banker as the undeniable real estate leader in smart home technology.