“Exceptional properties require exceptional marketing.” This phrase has been the calling card of the Coldwell Banker Previews International® marketing program for the last decade. But after returning from the 30th anniversary Chairman’s Circle event at Park City’s beautiful Montage Deer Valley resort and being surrounded by some of the most successful companies and talented real estate professionals at Coldwell Banker Real Estate LLC, I started to contemplate the real meaning of exceptional in the context of selling luxury real estate. I would venture to say that it starts with service (the exceptional kind, of course!).
Exceptional service in luxury real estate requires extraordinary attention and skill. Let me tell you: making the complicated process of buying and selling million-dollar properties seem effortless — even seamless — to our most sophisticated clients is no small feat! It’s the trademark of a true professional, and it is the very quality that our clients so steadfastly seek. Knowing how much our clients value and safeguard their time, we have set up a luxury division with a mission to create a seamless real estate experience across all channels, from digital and social to international outreach and the rich, one-on-one, personalized service of our Previews® sales associates. Today’s luxury consumers expect service any time, anywhere and any way they want it — and we are 100% committed to delivering it to them at the highest possible level.
One year ago this month, I was given the opportunity to join this amazingly talented team at Coldwell Banker. I have found them to be not only extremely supportive, but they keep me moving forward and remind me that there are always new ways to elevate the luxury real estate experience. It is yet another example of our exceptionalism. In doing interviews and preparatory work to deliver our luxury specialist course in Miami this October, it once again became very clear to me that those who “carry the flag” for our global luxury program are all masters of their trade. Our luxury specialist designation is confirmation that you are dealing with the finest professionals in the industry.
Our sales associates are part of Coldwell Banker’s collective commitment to excellence, and they tirelessly pursue knowledge to ensure that they can meet and exceed expectations at every turn. Like all masters, they are careful to not rest on their laurels. They are committed to elevating their expertise by attending extensive training courses on a regular basis and developing their market knowledge so they adapt their business to a constantly changing set of standards. Expertise is one of the most valuable assets a luxury real estate professional can offer today’s affluent clients, who often surround themselves with a network of trusted advisors who represent the “best in class” in their respective fields. The expertise of our sales associates sets them apart and solidifies our brand’s position as a true leader in luxury real estate. It shows: Coldwell Banker® affiliated agents and teams featured on the 2015 WSJ/REAL Trends “The Thousand” survey generated $166.4 billion in sales volume — 40% more than that of the next highest-ranking brand.
This is a new era for the luxury division at Coldwell Banker. Expect nothing but the best from us in the coming months, as we look to create the ultimate luxury consumer experience: the launch of our next issue of Homes & Estates magazine with the most extensive global distribution to date, our new partnership with James Edition that will showcase our luxury listings on the world’s leading online luxury marketplace and the debut of our new global online destination for all Coldwell Banker luxury listings. Our commitment to excellence is stronger than ever. Come experience the exceptional.
Craig Hogan is the vice president of luxury for Coldwell Banker Real Estate LLC, and a 20-year real estate veteran. When he is not traveling or offering his insights on high-end real estate trends, he spends time in Chicago, where he enjoys walking his rescue dog Cooper along the lakefront, collecting wine and satisfying his real estate “addiction” with a luxe open house tour or two.