Telling stories is about as human as breath. In stories, we find meaning. In stories, we make sense of our world. And in sharing those stories, we pass on that understanding to others. Storytelling involves relationship, too — between the teller and the listener.
The future of real estate marketing — luxury and otherwise — will hinge on our ability to tell our stories. Our very own David Marine, who was recently promoted to senior vice president of marketing of Coldwell Banker® Real Estate LLC, spoke eloquently about this topic on Amelia Island at the recent Chairman’s Circle, a gathering of the Coldwell Banker network’s top 50 companies. Another rockstar speaker at the event, Eric Maddox, went a step further and talked about the art of listening — and how to listen from the perspective of the individual you are listening to, which he calls “empathy-based listening.” Eric was the lead interrogator who collected the intelligence that led to the exact location of Saddam Hussein. His perspective, which is shared by David, myself and many leaders within the Coldwell Banker network, is that in order for brands to evolve and adapt quickly to the rapid change happening in their industries, they must listen the correct way to gain valuable information and make the best decisions possible. Who has the power to influence? The one who inspires.
Inspiration through storytelling has long been a signature of the Coldwell Banker Global Luxury℠ program, which has itself evolved to better respond to a rapidly shifting and increasingly connected global marketplace over its eight-decade history. We continue to focus on bringing you original digital content on our luxury blog, like this month’s interviews with James Beard Award-winning chef Sarah Grueneberg who offers our readers a tasting tour of sorts around my city, Chicago, and Barry Bergdoll, curator of MoMa’s fabulous “Frank Lloyd Wright at 150: Unpacking the Archive,” which I’m dying to see before it shutters in October. (With all of the traveling I do, I’ve still got time!) The summer 2017 issue of our gorgeous flagship publication, Homes & Estates, has begun to ship this week with official insertion in the legendary Wall Street Journal on July 28. Being delivered to 80,000 affluent households and Coldwell Banker offices, the magazine definitely brings the sizzle this summer with a sexy cover property in London, plus interesting reads on Francophile designer Timothy Corrigan and the trend of art staging for uber-luxury homes.
All of this points to our enduring focus on storytelling. It’s what sets us apart. It’s what makes us human. And it’s what makes us one of the most inspiring and unique luxury programs around.
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.