I am writing this month’s message from the most incredible city on the planet: Barcelona! This trip marks our second year to gather with our European affiliates from Turkey, Spain, Italy, France, Monaco and other countries and territories to plan our evolution for expanding the Coldwell Banker Global Luxury® program overseas. We have big plans for the Global Luxury identity this year — in fact, we will be launching new offices in Barcelona, Rome, downtown Paris, downtown Bangkok and Biarritz, France, in 2018, giving our affluent clients even more opportunities to experience the Global Luxury difference. We will be talking more about “Global Luxury on the Move” in the Spring 2018 issue of Homes & Estates, due to start shipping April 10 — so don’t miss it!
The spring always marks an exciting time for the Coldwell Banker® brand. On April 11, we will be celebrating the first anniversary of the new Coldwell Banker Global Luxury program. The Global Luxury name has made quite the splash over the last year. Local offices across the network have enthusiastically embraced the new identity. Many of them are celebrating double-digit increases in luxury market share, and they are convinced that the global luxury offerings and program are the connection.
After all, last year was a record-breaking year for the Coldwell Banker brand. Global Luxury Property Specialists sold $148.7 million of $1 million-plus homes with an average sales price of $1.9 million per day in 2017, and handled 28,746 transaction sides of $1 million-plus homes — a 16% increase from 2016!* The new identity has been a game changer for their businesses in other ways too — whether it’s building up their portfolio of luxury listings or recruiting some of the best and brightest stars in fine real estate. We have so much to be proud of this year. We have set a new standard, and we will continue to raise the bar when it comes to serving the highest echelons of real estate.
As we plan now for our first anniversary, offices across the globe will be celebrating this momentous occasion with us. One year may not sound like a long time, especially when you’ve got the backing of a nearly 112-year-old real estate brand and a legacy in luxury that spans eight decades. But that’s the beauty of the Coldwell Banker Global Luxury program. It’s a modern marketing platform that blends the newest technologies and strategies with the tried-and-true real estate traditions that continue to stand the test of time. Like Barcelona (a city that so effortlessly blends the old with the new), we have never forgotten who we are, but we are fully embracing our future.
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.
* Average daily sales, data based on closed and recorded transaction sides of homes sold for more than $1 million (USD$) or more as reported by the U.S. Coldwell Banker franchise system for the calendar year 2017.