When you belong to an organization that bears the name “Coldwell Banker,” there is a certain amount of attention that follows you wherever you go, in every endeavor you take on. It is true for those of us who work within the Coldwell Banker Global Luxury® platform, too. We are in the global spotlight, as part of a network of 92,000 agents worldwide. We are the leaders, the movers and the shakers. The Generation Blue Experience® is a culmination of everything that makes our organization the guiding force in real estate that it is. For me, Gen Blue is not only our biggest event of the year, but also our most exciting event of the year. Just imagine the energy of thousands of Coldwell Banker® affiliated agents and brokers from across the globe, coming together for a week of nonstop learning, networking and socializing in one of the most dynamic cities in the world: Las Vegas. It’s impossible to walk away without feeling completely re-energized and inspired. What a week to be part of the Coldwell Banker family!
As the smoke clears and we all return to our regular work schedules with post-Gen Blue afterglows, I could not wait to share some of the most exciting highlights to come out of this fabulous event.
1. The brand unveiled a new logo.
Can I just tell you what it was like to be in the MGM Grand Garden Arena at the very moment when David Marine, chief marketing officer for Coldwell Banker, announced that the tried-and-true, blue-and-white brand logo of the last four decades was getting a makeover? Wow. It was like nothing I’d ever experienced at Gen Blue!
The new logo, called the CB North Star, reflects the brand’s focus on storytelling, casting the client in the role of hero and the agent in the role of guide. As David explained, “At the end of the day, our agents and brokers are trusted advisors, guiding people through the most important financial decision of their lives. We believe the CB North Star logo tells the world and our people who we are. After all, everyone knows there’s no power quite like star power.” The Coldwell Banker Global Luxury program carries this same star power, and we have the record to prove it — which brings me to the second highlight…
2. The brand made luxury real estate history in 2018.
As David unveiled the new logo, he also made another announcement on the main stage. In 2018, Coldwell Banker–affiliated agents conducted approximately 30,500 transactions of homes priced at $1 million or more in 2018* — more than any other real estate brand. Let me say that again. More than any other real estate brand. That’s right. We can honestly say that Coldwell Banker is the No. 1 seller of luxury homes in the United States! Shout it. Share it. Blast it. That is an incredibly powerful statement to make in such a competitive industry as luxury real estate.
3. The luxury certification course was the largest and most attended course ever.
The certification course for the Coldwell Banker Global Luxury program, which takes place two days prior to the kickoff of Gen Blue, was our most attended certification course ever. With more than 320 agents in attendance, the luxury crash course brought together the best of the best with the newest and brightest stars in the Coldwell Banker network from all over the world.
When agents are coming from as far as China, Dubai, Indonesia, Cyprus, Turkey, France and Italy to connect with U.S.-based agents, that’s when you can really say that you are a global luxury program that is doing “business beyond borders.” We are making the business of luxury real estate truly seamless, no matter where you happen to be in the world.
4. Six new Global Luxury ambassadors were announced.
Speaking of global, we announced six new Global Luxury ambassadors, who will be serving as the “face” of global luxury internationally: Aylin Pelin Onar of Coldwell Banker Maximum in Cyprus, Daveed Hollander of Coldwell Banker Vesta Group Dominical in Costa Rica, Sühran Aras of Coldwell Banker Baras in Turkey, Cassiano Sabatini of Coldwell Banker Argentario in Italy, François Carriere of Coldwell Banker Prestige Barcelona in Spain and Ricardo Rodriguez of Coldwell Banker Residential Brokerage in Boston-Back Bay. I don’t need to tell you, but these ambassadors are truly at the top of their game. To qualify, they are required to maintain sales levels in the top 5% average sales price of their local markets; typically, they land in the top 1% of sales associates in the entire real estate industry. They know our brand inside and out, and they are proud to represent us on the international stage. In turn, we are proud to have them representing us! They are another example of how we are doing the business of luxury real estate beyond borders.
5. Our state-of-the-art luxury marketing resources got major play.
You can’t sell more than approximately $161.8 million in $1 million or more luxury homes every day** without powerful global marketing support behind you. To this day, I believe one of the most compelling advantages of the Global Luxury program is the marketing resources exclusively offered to our Global Luxury Property Specialists. I was positively thrilled to see some of these outstanding marketing resources being heavily promoted at Gen Blue this year. Our elite partnership with the Institute of Luxury Home Marketing (ILHM) got a shout-out from the main stage. ILHM has been instrumental in helping us design a certification course that is truly best in class, by offering not one but two designations that further distinguish Global Luxury Property Specialists in the industry.
Additionally, Gen Blue attendees were treated to an all-star “Tipping the Scales” panel with top luxury producers like Jade Mills of Coldwell Banker Residential Brokerage in Beverly Hills, Christopher Fling of Coldwell Banker Residential Brokerage in Los Altos , Ricardo Rodriguez of Coldwell Banker Residential Brokerage in Boston-Back Bay, and Valentina Bodini of Coldwell Banker Bodini International Real Estate in Rome, who shared their advice for not just getting to the top of their marketplaces — but staying at the top. (Spoiler: it ain’t easy, sister!) Talk about a powerful knowledge base, collectively representing billions of career luxury home sales, in one room! If there is one thing we love to do at Coldwell Banker, it is sharing knowledge with our agents. That’s really what our certification course, and Gen Blue, is really all about: arming our agents with the latest information, latest technologies and latest platforms so they can reach the right buyers and sellers in their market and elevate their business. Gen Blue 2019 might have been our best, most powerful star showing yet.
Until next time.
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.
* Data based on closed and recorded transaction sides of homes sold a million plus (USD$) as reported by the U.S. Coldwell Banker franchise system for the calendar year 2018.
*** On average in 2018, the Coldwell Banker brand sold approximately $161.8* million in $1 million or more luxury homes every day, with an average sales price of $1.9 million.