Coldwell Banker is thrilled to announce that the brand has been recognized as a 2022 MarCom Platinum award winner under the Strategic Communications – Research/Study category for its Dream Campaign! The MarCom Awards recognize outstanding achievement by creative professionals involved in the concept, direction, design and production of marketing and communication materials and programs.
Throughout 2021 and 2022, the U.S. housing market favored sellers as the value of homes increased amid significant inventory shortages. In response, our 2022 Seller Strategy focused on giving consumers a greater understanding of their selling options, empowering them to sell and realize how much purchasing power they have for their dream property. We launched our one-of-a-kind “Dream” ad campaign, which promoted a refreshed Coldwell Banker website featuring CB Estimate℠, Move Meter℠ and the Seller’s Assurance Program— all designed to help sellers find their dream home.
To launch alongside the ad campaign and refreshed website, we also commissioned a consumer survey in February 2022 seeking insights on where Americans were dreaming of moving and valuable data for navigating the current housing market. This included that 46% of American homeowners are unsure of the current value of their home – meaning a trusted real estate agent is more vital now than ever. With the survey results, Coldwell Banker further solidified itself as an industry leader that serves sellers and feeds the ongoing media appetite for consumer migration patterns.
The survey resulted in such an overwhelming amount of insights that the brand decided to divide the spring survey data into two releases! The first part of the campaign focused on inspiring sellers to list their homes and move to destinations they’ve always dreamed of, while the second part of the campaign focused on what Americans value throughout the selling process. Together, the “Dream” ad campaign and survey data garnered local and national coverage in more than 40 outlets, accumulating over 347 million impressions.
Coldwell Banker is committed to supporting its network through initiatives created by agents not for agents. Through strong marketing, advertising and communications tactics, agents are empowered with the support they need to get more listings and sell more homes. Campaigns such as Dream provide relatable and valuable insight to consumers and reinforce Coldwell Banker as an authority in the real estate industry.
