A message from Betty Graham, President of Coldwell Banker Previews International® division for NRT:
Coldwell Banker Previews International® Unveils New Website and Marketing Campaign.
During my long tenure with Coldwell Banker, I can look back on several moments that made me proud to be part of this organization. On May 7, I had one such moment when our company formally announced the launch of an updated website and new marketing campaign for Coldwell Banker Previews International®, our luxury home sales program. The re-launch of coldwellbankerpreviews.com represents our company’s willingness to invest substantial resources online, where 87% of all homebuyers start their search today. Yet more importantly, it shows our leadership and innovation in an arena most luxury real estate brands have been slow to embrace.
Visually stunning with a focus on exceptional photography, the new site manages to capture the beauty of our Previews properties around the world, offering a rare blend of gorgeous design and state-of-the-art search functionality. Featuring more than 12,000 exceptional estates, the website showcases a homepage slideshow of elegant black-and-white images that turn into vibrant color with a simple click, and video tours of listings from the Coldwell Banker Previews International network. It also includes a special luxury “features” search option allowing buyers to search properties by using keywords like “waterfront,” “wine country,” “equestrian” and more. Ultimately, the newly designed website positions us well for reaching international buyers since it features a robust currency converter and will be viewable in many languages, including English, French, German, Japanese and Spanish.
Beyond the functionality, I am perhaps most proud of our new website’s reinforcement of the Previews legacy, founded by Henderson Talbot who used film to “preview” exclusive homes among clients and contacts during the 1930s. His ingenuity inspired the “Previews” name, and holds true today, as video and high-end photography have emerged as essential sales tools for luxury real estate properties. Henderson’s vision and legacy truly comes to life in our short film, “History is the Difference,” now playing on the website through YouTube. The film reminds me and our luxury certified Coldwell Banker Previews Property Specialists stationed throughout 49 countries that we are more than just representatives of the world’s most prestigious properties; we are stewards of an enduring luxury marketing tradition that started right here in Los Angeles more than eight decades ago.
“Henderson Talbot understood that his affluent consumers sought differentiation in every aspect of their lives, and he utilized film to draw them in,” said Michael Fischer, chief marketing officer, Coldwell Banker Real Estate LLC. “His spirit of sophistication to capture his discerning clientele inspired the new campaign and we fully believe that our new website and marketing materials will resonate with the world’s most influential and successful people of our time.”
Today, I am proud to say that there is a very clear distinction between Coldwell Banker Previews International and other luxury real estate brands. History is the difference. Experience is the difference. Global is the difference. When you visit coldwellbankerpreviews.com, I know you will see the difference firsthand.