CMO Network
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6/11/2012 @ 3:15PM |87 views
Behind The Brand: Why Coldwell Banker Puts Emphasis On Home Value Beyond Just Numbers
Home prices are the lowest in 10 years. Mortgages are more affordable, but tougher to get. Economic uncertainty persists.
But home is and always will be where the heart is, and that transcends the dollars-and-cents mechanics of home ownership. Coldwell Banker wants to remind you of that–and that it should be your go-to real estate company in a sea of competitors–in its latest ad campaign. Indeed, its newest TV spots narrated by Tom Selleck feature families and friends playing, laughing, living together–in their homes. It’s the living part that takes priority in the creative, depicting the house as a sort of canvas that makes it all happen.
Coldwell Banker Real Estate CMO Michael Fischer came in recently to discuss the latest campaign from agency Siltanen & Partners, why it touts “the true value of a home,” what consumer insights informed it, how he’s working with a house sales-dependent marketing budget that has remained level, and how the campaign, with its positive message, has “galvanized” the Coldwell Banker network of sales agents.
Behind The Brand: Why Coldwell Banker Puts Emphasis On Home Value Beyond Just Numbers - Forbes
Posted on: Beverly Hills Real Estate-Beverly Hills Homes For Sale
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