Emotion, passion, reputation. These intangibles so often drive the decision of whether or not to invest in a luxury brand. How does the brand make you feel? Why do you identify yourself with it? Those luxury brands that create meaningful connections succeed today because they know how to make you feel special, like you are part of an exclusive family. The best and most enduring brands today understand that the intersection between long-term loyalty and customer experience is relationship.
How to forge lasting relationships in luxury and, more importantly, how to preserve them are what continue to drive Coldwell Banker Real Estate LLC and our high-end marketing program, Coldwell Banker Previews International®. That is why it is such a thrill for me to announce that we have reunited with Unique Homes as our partner for our esteemed magazine, Homes & Estates. For more than 30 years, Unique Homes has linked realtors and affluent homebuyers together, resulting in hundreds of millions of dollars in luxury home sales around the world. The revival of this longstanding partnership — which spanned more than two decades for us at Coldwell Banker — represents our commitment to fostering brand loyalty and building a consistent luxury touchpoint for all of our Previews® specialists and their clients, regardless of where they are in the world.
In just a few weeks, we will open ad sales for the fall 2016 magazine — which will be our best book yet, with more lifestyle stories and opportunities for showcasing our finest homes than ever before. Our global distribution this time, too, will be the best we’ve ever had, with 60,000 standalone copies of the magazine being delivered to newsstands in the United States, Canada, Mexico, Europe, Asia, the Middle East, Australia and South America, plus directly mailed to ultra-high-net-worth (UHNW) individuals and Coldwell Banker offices worldwide. I should also mention that the entire Homes & Estates magazine will also be inserted into Unique Homes magazine, which has a readership of 100,000+ in more than 80 countries! For me, the magazine is a way for Previews to cultivate a different kind of relationship with our readers and followers of luxury. It’s a conversation on what it means to lead a life of style, as told through compelling stories and beautiful photography.
As we approach our 110th anniversary at Coldwell Banker, I am reminded of our own longevity — a quality that is shared among so many iconic luxury brands. How have we stood the test of time, for more than a century? Simple. We nurture our relationships — past, present and 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.