We are proud to announce our inclusion on the Inc. 2024 Best in Business list in the Marketing & Branding category. Inc.’s annual Best in Business Awards celebrate the exceptional achievements and contributions of companies that have made a profound impact on their industries and on society at large.
Inc.’s Best in Business list recognizes companies that, through exceptional execution, have achieved significant milestones and core business wins, like customer expansion, key product launches, increased market share, and industry-defining accomplishments.
In September 2023, Coldwell Banker launched the continuation of its “Dream” ad campaign, a comprehensive and innovative approach to addressing significant changes in the real estate market, including low inventory and high prices. The campaign was designed to uncork the housing market by motivating sellers to list their homes on the market and embark on the moves they always dreamed of making. Strategically airing on select Thursday nights during football season, the refreshed ad reached over eight million views per game, inspiring fans nationwide to envision their dream homes.
Alongside the refreshed ad, Coldwell Banker introduced a campaign extension known as the “Move Meter Match-Up”, a video and social media series designed to showcase the capabilities of the Move Meter tool by comparing cities of football team matchups each week in real estate terms. This extension was also designed to facilitate localization by the Coldwell Banker network, infusing a real estate perspective into local sports matchups nationwide. Internal-facing tools, like the Marketing Center and Custom Video, played a pivotal role in bringing the Move Meter Match-Up to life, offering the flexibility to share key features with broker-owners seeking to connect with their community in a personalized way.
To strategically address the challenges of the 2023 real estate market, Coldwell Banker crafted an impactful campaign that resonated with consumers searching for their dream home and industry professionals guiding their clients on their path to homeownership to ultimately revitalize the housing market. Reaching millions of consumers across the nation every weeknight fortified the brand’s prominence and yielded exceptional results that established the Coldwell Banker brand as an industry leader.
Additionally, the Move Meter Match-Up series allowed broker-owners within Coldwell Banker to connect with their communities and guide consumers to their dream home in a new and unique way. The series revealed tens of thousands of searches, offering insights into sought-after cities and states that Americans are looking to call home.
The Dream campaign’s success metrics established the brand’s superiority among other real estate companies and demonstrate the effectiveness the relaunch had in resonating with the target audience. Achieving an exceptional Ace Score of 595, the Move Meter series ad stands as the highest-scoring 15-second ad in the last 13+ years. The brand was also ranked the #2 most effective advertiser on Thursday Night Football out of more than 150 advertisers.
Transcending traditional media channels, the campaign delivered 260M impressions across streaming and social platforms, 115% over delivery compared to our planned goal. Through the brand’s exclusive Custom Video Platform, the network created nearly 4,000 localized Move Meter Matchup videos.
The campaign also received ample coverage from influential national, business and real estate trade publications such as Inman and PR News, amplifying visibility and industry credibility as well as bolstering the brand’s market presence.
For more information or to see the complete list, please visit inc.com/best-in-business.
