As summer moves into autumn, it’s not just the temperature that begins to cool or the leaves that begin to turn different colors — our mindsets shift, too. Chicago is already showing signs of a changing season. For those of us who live on the lakefront, it’s always a sight to see the sailboats starting to pull out of the harbor and set out for warmer climates. It’s taken me a moment to make the mental shift into fall, but now I’m here, fully embracing a new chapter for 2017.
Change can be a positive thing. Change can help us grow, and change can also push the boundaries and reach heights we never thought possible. Just look at the evolution of our Coldwell Banker Global Luxury℠ program this year. The complete reimagining of this program took great courage and vision, but it has also led to tremendous opportunity for our global affiliates. From Paris to San Antonio and many cities in between, luxury agents have refreshed their marketing efforts with the new brand identity and have expressed great enthusiasm and excitement for what lies ahead. (For more on the success of our international rollout, read “Coldwell Banker Global Luxury Program Makes Splash Worldwide” on our blog.)
We’re entering the final quarter of 2017 with pride. We just closed the fall 2017 issue of Homes & Estates — our fourth publication of the year, completing our first full year under the direction of our new partnership between the Coldwell Banker Global Luxury℠ program and Unique Homes. Expect the magazine to hit newsstands and mailboxes by October 18. Another proud achievement: global distribution of the magazine now includes first-class departure lounges at airports, as well as direct delivery to the wealthiest homebuyers and sellers in the country. We’ve continued to make strides in elevating our suite of services and cutting-edge marketing tools — from our Proxio and Wealth Engine partnerships to our enhanced, multi language global site, www.coldwellbankerluxury.com. We’re in charge of marketing some of the world’s most prestigious real estate right now. We’ve also educated and certified nearly 600 new luxury agents worldwide who have joined our elite, ever-connected global network, and added nine Global Luxury ambassadors in six countries. I could not be prouder of the progress we’ve made this year. It speaks to our longevity and heritage, and our ability to evolve with every new season of luxury.
We know exactly who we are and where we are going. When you read about other enduring luxury brands, you really start to understand why it’s so important to bring the past, present and future into alignment. (You can also appreciate just how big an undertaking it has been to remake an 80-year-old marketing program!) As editor Felix Burrichter observed in Cassina’s new anniversary book we highlighted this month, “in order to think about the future, one must have a keen understanding of the past and a sharp perception of the present.” He also mentioned the old adage: “The future is now.” This couldn’t be a more apt application of the Coldwell Banker Global Luxury program itself. We like to say, “We are luxury.” We can also add: “We are the change we want to be.”
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.