2018 was another year of excellence. We settled into our new identity. We launched new digital products and resources for our agents and clients. We opened seven sleek new branded offices around the world (with many more to come in 2019). We made the Coldwell Banker Global Luxury® program even more of a household name when it comes to buying and selling fine properties.
I would like to thank everyone for their hard work in making this another banner year for the Coldwell Banker Global Luxury program. There were so many important milestones and moments that underscored our commitment to delivering excellence at all levels.
On Feb. 13, 2018, we released “The Report,” to the excitement of many in our organization. For the first time, we leveraged our partnerships with The Institute for Luxury Home Marketing, Wealth-X and Unique Homes, and combined it with the local expertise of the Coldwell Banker® network to create one of the most usable reports ever. And boy, did it make a splash! Luxury agents were downloading the digital version, sharing it and customizing it at a rate we had never seen before. We also received countless orders for the print version as well. As one marketing director told me, “Everyone is finding something useful and relevant to their market.” Almost 10 months later, and we’re still fielding requests for localized versions of the report. Look for the 2019 edition next February. We’re hard at work on it as we speak, and it’s going to be just as epic!
A Look at Wealth
In September, we launched our very own survey and highly anticipated follow-up to “The Report,” called “A Look at Wealth.” We teamed up with WealthEngine to analyze many aspects of the millionaire and demi-billionaire lifestyle to create a picture of the modern-day affluent property investor — and everyone is still buzzing about it!
In fact, NBC’s “Open House” just covered it in its latest episode. This is information that nobody else has, and I am so proud to say that the Coldwell Banker Global Luxury team can offer it to our agents, clients and anyone who wants real data about this exotic group of consumers. We could not have done it without Wealth Engine!
Homes & Estates
Homes & Estates, our flagship magazine, just keeps getting better with age. In January, we launched the winter edition — an exclusive supplement of the Wall Street Journal, which hit 10 of the most affluent ZIP codes in the United States. Our cover property was the gorgeous Four Seasons Resort and Residences at Napa Valley, which can only be summed up as “wow.” We followed it up with the global issue in April — our biggest issue ever, with nearly 20 pages of international listings from around the world. The global issue has now expanded to include first-class/member airport lounges serving nearly 30 international airlines, including British Airways, Virgin Atlantic, Air France, Swiss Air, SAS, Lufthansa, Emirates, El Al, Cathay Pacific, Air China, Air India and Japan Airlines — plus Coldwell Banker offices worldwide.
In June, the industry took notice of all the greatness going on with the magazine when the New Jersey Communications, Advertising and Marketing Association honored Homes & Estates with a Gold ASTRA award for Best Magazine. Now, that was a surprise and a real honor! We closed out the year with the Wall Street Journal supplement in the summer, which featured a traditional stunner on Lake Geneva, and the fall global issue, which covered every topic from our Millionaires vs. Demi-Billionaires survey to high-end surfaces and haute chocolate.
Luxury Courses Around the World
2018 was another year of round-the-globe travel for me as we took the Coldwell Banker Global Luxury course to markets all over the world. In March, we gathered all our European affiliates from Turkey, Spain, Italy, France, Monaco and other countries and territories in Barcelona, Spain, to plan our expansion of the Coldwell Banker Global Luxury program overseas. What a memorable gathering of our best and brightest in one of the most beautiful cities in the world! We continued our expansion with courses in Washington, D.C., Istanbul and Kelowna, British Columbia, and the final course of the year in Cabo San Lucas, Mexico.
I can’t tell you what it has meant to me to visit with Coldwell Banker Global Luxury Property Specialists in so many different cities and countries. It allows me to fully take in the power of the Coldwell Banker name, and the new luxury identity we have created. The excellence of our brand resonates with everyone, no matter what country they live in, what language they speak or currency they’re buying in.
New Branded Offices
We had big plans for the Global Luxury identity this year. The goal? To extend the signature Coldwell Banker Global Luxury experience to a physical space. We did just that by opening new branded offices overseas, including Barcelona, Paris, Biarritz, Italy, Ibiza and Thailand. The first branded Global Luxury office in the United States debuted in San Antonio, Texas, in September, followed by Greenwich, Connecticut, Seattle, Washington, Dallas, Texas, and, most recently, Chicago, Illinois. You can expect more offices to come in prime luxury markets across the United States and the globe next year.
This year, the key word for us was “digital.” Our 2018–2019 Global Marketing Program brochure showed just how much we focused on digital marketing and new tools.
The new “1 Million Impressions Program” is a great example. The beauty of this exclusive and customized banner advertising program is that it guarantees impressions and click-throughs on premium local and global white-listed websites at a fraction of the direct cost for our luxury agents.
Other powerful digital tools we unveiled this year include CBx Listing Experience and CBx Seller Leads, which are designed to help brokers and agents effectively generate more leads, close more sales and be more productive. And, last but not least, we enhanced our digital reach to the all-important Asian market through the luxury network Anjuke, as a result of our partnership with ListGlobally. Anjuke is the first-ever mobile-first app and the most used by Chinese buyers looking for property outside their country.
Until next year!
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.