In the last two months, I have had the honor of bringing the new Coldwell Banker Global Luxury℠ program on the road. Aspen, Barcelona, Rome, Paris, California, Texas. My travels have filled me with so much gratitude. You know that saying — “Wherever you go becomes a part of you”? I take a little piece of each city I visit and each real estate talent I come in contact with. My ideas of home — my sense of belonging — have shifted, too. While I consider Chicago my real “home,” I’ve opened my eyes to different ideas of home around the world — whether it’s a palatial apartment in Barcelona or a majestic Spanish hacienda on the Pacific Coast. To be able to see so much beauty and so much diversity … isn’t this a luxury in and of itself?
One lesson I have taken away from all the Global Luxury launch events we’ve hosted worldwide: luxury today truly knows no boundaries. The Coldwell Banker Global Luxury program is founded on this very idea — that to succeed in luxury, we must be able to cross oceans, continents and language barriers. It started with film and has progressed to video, social media, print media and beyond, to even virtual reality. Through our adventurous spirit and embrace of technology, we present the idea of “home” to affluent consumers everywhere, in every language, in every currency. This is what I call “borderless luxury” at work. I witness it firsthand, every time I visit a new city in a new time zone and share the power of the revamped Coldwell Banker Global Luxury program and all its resources. It’s not just about the Coldwell Banker System having a global network of 89,000 affiliated sales agents operating in more than 3,000 offices in 48 countries and territories — although this is very much a part of who we are. It’s about establishing connections and nurturing those connections. It’s about giving all our Luxury Property Specialists the tools and knowledge they need to not only succeed, but also to exceed expectations everyday. It’s about uniting all of us under a banner of excellence.
As Cassiano Sabatini, vice president of Italy, recently told me: “Our important goal will be creating a strong sense of belonging.” That sense of belonging is what truly sets the Coldwell Banker® brand and the Coldwell Banker Global Luxury℠ program apart from all the rest.
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.