As we slowly but surely emerge from our socially distant lives, the reality of the current luxury real estate landscape has become clear: We have entered a new market. Homes with square footage are selling faster than you can say “space.” There’s an unbelievable lack of luxury housing inventory across many U.S. cities right now. The traditional geographical boundaries of desirability are being redefined and expanded out further. Many industry insiders are starting to say that low inventory is here to stay — maybe for the next several years.
How do agents navigate the ins and outs of this new, fast-moving market? It starts with relationships. The most connected agents rise to the top. These agents — often considered the best in their class — can choose to align with any brokerage, and they are choosing the Coldwell Banker® brand. For 2020, 89 Coldwell Banker-affiliated agents and teams ranked nationally among RealTRENDS’ “The Thousand,” generating $8.1 billion in total sales volume and 15,157 in closed transaction sides. When we try to drill down into the reasons why they have chosen Coldwell Banker and the Coldwell Banker Global Luxury® program, they often tell us that it came down to company culture.
In other words, it’s not about numbers. It’s about the people.
So much of our culture is enhanced by the amount of investment Coldwell Banker makes in the Coldwell Banker Global Luxury platform. From the latest Homes & Estates magazine to the constantly expanding global listing syndication platform and our unbeatable global network of agents, our evolving roster of tools and resources is designed to make agents’ lives easier and increase their productivity they can stay focused on the client experience.
Hospitality flows directly from the Coldwell Banker executive leadership to the agent and finally, to the client. Again, it all goes back to people. That feeling of warmth you get from your agent? It’s an extension of the brand. When you walk into a Global Luxury office or work with a Global Luxury Property Specialist? It should feel like home. In a new market, where opportunities are moving fast and situations seem unfamiliar to people, that feeling of coming home can be more powerful than anything else.
David Marine is Chief Marketing Officer for Coldwell Banker. He has over 20 years of experience in the digital, content and social marketing space. When he’s not obsessing over telling the story of the brand, he’s focused on training four young padawans at night and raising four boys with his wife, Wonder Woman.
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