For as long as I have been the vice president of luxury for Coldwell Banker® Real Estate LLC, “Go big or go home” has been our unofficial motto. No matter the endeavor, we do it with 100% passion for our brand. We carry this passion on the road with us, as we travel the world sharing the power of our signature luxury real estate marketing platform, the Coldwell Banker Global Luxury® program.
This was certainly the case in San Miguel de Allende, Mexico, where I was joined by Ricardo Rodriguez of Coldwell Banker Residential Brokerage in Back Bay-Boston, Wendy Walker of Coldwell Banker Residential Brokerage in Paradise Valley, Arizona, and Rodolfo Zavala of Coldwell Banker Residential Brokerage in Chicago. Our enthusiasm for the Global Luxury program’s unique advantages was contagious as we presented to Grupo Espíritu, the developers behind a massive 540-acre mixed-use development called Destination Viñedo San Miguel. I am proud to say they heard our message loud and clear, and they have chosen the Coldwell Banker Global Luxury program as their exclusive representation for another year. Destination Viñedo San Miguel is a fabulous and ambitious development for San Miguel, as it blends the wine, food, lifestyle, nature and wellness categories that so many luxury consumers in the U.S. are searching for when it comes to vacation investment properties. More listing opportunities were found in Puerto Vallerta and near the San Diego border.
The relationships we forged in Mexico cut to the heart of the Coldwell Banker Global Luxury model: Our strength lies in our ability to reach international buyers in all directions. It also speaks to the level of pride we feel for the brand, as we literally cross borders to bring the Coldwell Banker Global Luxury message to new, untapped markets.
My trip to Mexico capped off a big month for the brand. While I jetted all across the country, our signature report, “A Look at Wealth 2019: Millennial Millionaires” (ALAW), was making major headlines. We dispatched The Jills-Zeder Group as part of the media blitz, to give the stories a much-needed “boots-on-the-ground” angle. More than 100 media hits, from broadcast media to top-tier media and the trades, generated over 240 million media impressions and made our report the No. 1 press launch of the year for the brand. The report even caught the attention of national anchors Gayle King, Anthony Mason and Tony Dokoupil on “CBS This Morning”! (Boy, was that a career highlight for me…turning on the morning news to hear the Coldwell Banker name mentioned as the leader behind a hard-hitting luxury real estate report!) Talk about being bold — it took a lot of hard work, determination and guts to release such a wide-reaching report on one of the most misunderstood generations in our country. The result is that we created the real estate industry’s most comprehensive report on affluent millennials to date, and I’m incredibly proud of it. “Millennial Millionaires” for the win!
Now, we all know millennials are big on authenticity — and with that in mind, I want to share a final message taken from the panel I recently moderated at the National Association of Lesbian & Gay Real Estate Professionals’ NAGLREP 2019 in Palm Springs. Be brave. Be bold. Be yourself. As many of our panelists noted (Ricardo Rodriguez, Lucio Bernal, Christopher Fling, Jaime Zapata and Lauren Muehlethaler), it may be difficult to be authentic in this business sometimes — but the payoff is worth it. When you’re passionate about your work and can do it to the fullest degree, it shows. This is what makes the Coldwell Banker Global Luxury program unlike any other out there. We are not afraid to go big.