At Coldwell Banker® Real Estate LLC, there is one question that continues to drive our business: What does “luxury” really mean? Is it defined by price point? Or is it something more intangible — a feeling or an experience? For those of us who live and breathe luxury real estate every day, there isn’t one definition. The high-end residential marketplace is much too complex today, and discerning consumers are much too nuanced and diverse to offer a simple answer. The business of luxury real estate has changed, too, as digital technology and globalization have created greater opportunity for connection. The charge of any luxury brand that wishes to stay relevant in this rapidly changing environment — and what the enduring Coldwell Banker brand has always done with great sophistication — is to evolve.
You are seeing the evolution take place right before your very eyes, in subtle ways. This blog has already evolved to shine a bigger spotlight on luxury real estate stories, expanding our reach to 2.6 million blog page views annually. On social media, we are real estate’s most influential brand, with over 79 million social engagements, 61 million video views on Facebook and YouTube and over 250,000 Facebook followers across two platforms. Our flagship international publication, Homes & Estates — which is due to release a new issue on April 11 and is concluding ad sales this week — has been a part of this evolution, too. We’ve already expanded content and distribution to include 60,000 direct mail to high-net-worth individuals, insertion in Unique Homes (which boasts an international readership of over 100,000) and placement on select newsstands in the United States, Canada, Mexico, Europe, Asia, the Middle East, Australia and South America. (If you haven’t already done so, make sure to place your ad before it’s too late!) And you can expect a revamped Luxury Market Report to launch in the spring as well, which will provide more news-you-can-use and analysis on some of the hottest areas for high-end real estate!
While I can’t share everything we’re working on right now, I can tell you that a new expression of luxury is coming soon. Redefining luxury is what we do, and what we have been doing for over a century. Rest assured, it will be major. It will be grand. And it will be well worth the wait.
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.