The Coldwell Banker® brand has a presence in 47 countries and territories. When brand reach is spread that far and wide, keeping your message consistent across the globe is a monumental undertaking.
“When we reimagined our luxury program just two years ago after being a leader in the industry since 1933, we wanted to be sure that our new vision was experienced in the same way, regardless of where our sales associates or clients were in the world,” explains Craig Hogan, vice president of luxury for Coldwell Banker Real Estate LLC, who heads the Coldwell Banker Global Luxury® program. “Real estate may be local, but we believe luxury real estate is global. We believe having an exceptional luxury experience with those who excel in their craft transcends markets and industries.”
The Coldwell Banker Global Luxury team came up with an answer: an elite global ambassador program made up of the crème de la crème of Coldwell Banker sales associates who can travel the globe, share their knowledge and educate new Global Luxury Property Specialists about the advantages of Coldwell Banker’s unique luxury real estate marketing platform through a comprehensive certification course. “We wanted the best of the best in the industry to represent the Global Luxury program,” says Hogan.
The company set their standards high. To qualify, Global Luxury ambassadors 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 are truly at the top of their game in terms of sales volume, and each of them is committed to the highest levels of success in every aspect of the industry,” adds Hogan. From those rigorous standards, the company hand-selected 12 top real estate professionals to be Global Luxury ambassadors, with six currently representing the United States: Jade Mills, Wendy Walker, Tracy Allen, Jessica Edwards, Lucio Bernal and Carrie Wells.
“These individuals are committed to the Global Luxury Program and they know our platform so well that they represent the brand and the program in the field,” says Hogan. “They literally are the face of Global Luxury to the affluent consumer and to the Coldwell Banker sales associate network of over 92,000. When this new program was conceived, we thought it might be difficult to ask so much of independent contractors who operate their own small business to give their time and even share many of their own trade secrets. To ask them to travel and stand in front of a room of hundreds to perform was a bold ask on our part. However, they are leaders in their markets for a reason — they always show up. They give so much of themselves as we travel across the world, sharing what it takes to be a Global Luxury Property Specialist.”
A real estate icon in her own right, Beverly Hills real estate agent Jade Mills is best known for her integrity, loyalty and professionalism. In 2017, Jade was ranked the No. 1 real estate agent in the nation for Coldwell Banker and the No. 1 agent for all brokerages nationwide. Jade has achieved the highest sales volume on record of any agent in Coldwell Banker history, just recently surpassing an astounding $5 billion in career sales. In 2016, she represented 27% of all the homes sold in excess of $30 million in the Westside of Los Angeles, which included her representation of the buyer exclusively on her historic sale of the Playboy Mansion for $100 million.
Based out of Paradise Valley, Arizona, Wendy Walker has established herself as one of the top producers in her local luxury real estate market. She has a reputation for being a powerful negotiator and bringing innovative ideas and strategies to each transaction. Ranked in the top 1% of Coldwell Banker agents nationally and internationally, Walker is a Certified Real Estate Commissioner and has been honored with numerous awards and honors. Her team has been ranked as the No. 1 team for Coldwell Banker Residential Brokerage in Arizona for 2017, 2016 and 2015. She also took home Coldwell Banker’s Hall of Fame Team award in 2017.
As an industry leader with 29 years of dedication, Tracy Allen’s extensive market knowledge and skill have consistently placed her among the elite of Hawaii’s Realtors. In addition to holding the record for the highest closed residential sales on the entire Island of Oahu, Tracy consistently ranks in the top 1% among her colleagues locally and nationally. She was bestowed NRT’s prestigious Society of Excellence Award for achieving an exceptional level of sales in 2014 and again in 2017, representing the very top tier of sales performance. Tracy is the only Coldwell Banker agent in Hawaii and one of just 54 individuals, or less than one per 40,000 NRT Coldwell Banker independent sales associates, in the United States to receive this honor not only once, but twice. In addition, she placed among the top ten sales associates, ranking sixth overall among more than 85,000 Coldwell Banker agents internationally based on closed sales. Tracy repeatedly dominates the luxury sales market and is the Top Producer of Coldwell Banker Pacific Properties in Honolulu, Hawaii.
Wilmington, North Carolina-based Jessica Edwards is known for her innovative use of technology and video in real estate and cutting-edge marketing tactics. As the breakout star of Coldwell Banker’s YouTube Channel, she has received local and national recognition for her efforts and success. Her group, “The Carolinas Finest, Jessica Edwards & Associates team,” ranks No. 1 at Coldwell Banker Sea Coast Advantage. With an intimate knowledge and expertise of the local luxury market paired with the international reach of the Coldwell Banker Global Luxury program she has become sought-after for her passionate dedication. Her hands-on approach and adaptability have earned her a well-respected reputation, not only with clients but also amongst her peers throughout the industry. Edwards was also honored to serve as the Coldwell Banker Real Estate Consumer Specialist for over six years. Regularly interviewed by reporters (CNBC, USA Today, Fox Business, Wall Street Journal, etc.) to discuss real estate trends and provide timely advice and guidance allowed Edwards to become a nationally renowned real estate expert.
Headquartered in sunny Palm Springs, California, Lucio Bernal has served affluent clientele for over 20 years and enjoys sharing his experience and expertise with industry colleagues and his successful team. In addition to being a Global Luxury ambassador, he is also the instructor for the Institute for Luxury Home Marketing (ILHM) part of the Global Luxury course. With keen insight into executive and corporate relocation services, Bernal understands and adapts to constant changes in the luxury market and modestly priced homes and condos. In addition to his work on behalf of the Global Luxury program and ILHM, he has served as past president of the Palm Springs Regional Association of REALTORS®. He was named the association’s REALTOR® of the year in 2015.
Carrie Wells has been working in real estate since 1992, and with Aspen-based Coldwell Banker Mason Morse since 1993. It is this level of experience that marks Carrie’s representation and delivers results. Since Carrie’s real estate beginnings in the early 1990s, she has been ranked as the No. 1 agent in Colorado for Coldwell Banker, ranked within the top 1% of real estate sales nationally for the past 21 years, and has consistently been in the top 10 for adjusted gross commission for Coldwell Banker worldwide for the past 18 years. Each year, Carrie is ranked among the top 10 brokers in the world for gross commission income earned and she is the top producing agent for Coldwell Banker’s Aspen office. Carrie often speaks at Real Estate lectures and conferences, and holds both G.R.I. (Graduate Realtor® Institute) and CRS designations. Carrie also volunteers on numerous advisory boards for various community groups, including the USC Athletics Board of Counselors and USC Marshall Business School Board of Lenders. She serves as a Trustee for the Aspen Music Festival and School and is a board member for the Aspen Community Foundation.
Stay tuned to learn more about the Coldwell Banker Global Luxury program and meet the elite international ambassadors based overseas.