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Gratitude and the Future of Luxury


Editor's Note

At Coldwell Banker® Real Estate LLC, we have much to be grateful for as we march forward toward the closeout of the year and our exciting future as a leader in luxury. Most people think gratitude is about looking backwards and being grateful for things in the past. But it’s actually about ensuring that tomorrow, and the day after, we are grateful for what comes next. And can I just tell you? I’m really excited about what comes next for the Coldwell Banker Global Luxury® program!

L-R: Craig Hogan, vice president of luxury for Coldwell Banker Real Estate LLC; Tamara McHugh, multimedia sales director at The Wall Street Journal; Diane Hartley, president of the Institute of Luxury Home Marketing; Lesli Akers, president of KW Luxury Homes International; and Anne Miller, brand manager with The RE/MAX Collection.

I just returned from a “Leaders in Luxury” conference in Dallas, hosted by the Institute for Luxury Home Marketing. I was honored to serve on the final day’s LuxTalk panel, “Harnessing the Future: Luxury Real Estate for 2020 and Beyond,” moderated by The Wall Street Journal with two other luxury real estate brand vice presidents. We all spoke about what our brands are doing to stay relevant and what we are doing to make sure we stay in the lead. Growth, technology and an enduring focus on serving our agents were the key themes of the day. These themes also underscore the principles of the new and enhanced Coldwell Banker Global Luxury program. Sure, we have an 80-year history in luxury to back up our record, but it’s what we’re doing next and how we’re positioning ourselves for the future that will continue to define our legacy in the world of selling elite real estate.

One enduring area of focus for me, and everyone who works with our elite marketing program, is the people behind the beautiful homes we sell. At the end of the day, we know luxury real estate is a relationship business. That is why we are constantly seeking out new ways to create value for our Luxury Property Specialists. We show our appreciation for them by offering continuous education. Our certification courses are among the best and most rigorous in the industry. We have certified over 700 agents so far in 2017. These associates now belong to a prestigious group that represents only 8% of Coldwell Banker sales associates. In fact, all our certification courses have been so popular that they sold out. Our last 2017 course, scheduled for Dec. 6, 2017, sold out in days! All new course dates for 2018 will be announced during the first week of December, so keep your eyes out for more information.

In addition to our wildly successful certification courses, we pay very close attention to creating unique marketing platforms for our Luxury Property Specialists. The best example is our flagship publication, Homes & Estates. The stunning Fall 2017 issue is now in newsstands across the globe and in the hands of the affluent. The next issue, the highly sought-after Wall Street Journal supplement set to publish on Jan. 25, 2018, is now open for ad reservations and will close on Dec. 8, 2017. Trust me — you don’t want to miss out on this opportunity! Our editorial team has an exclusive interview planned with one of the hottest, most in-demand AD100 designers and a “sneak peak” ahead of the long-anticipated return of our Luxury Market Report.

As I always like to say, the future is bright! There is much to be grateful for this year.

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. 

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Gratitude and the Future of Luxury

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