The Power of Recommendation

Coldwell Banker is Proud to be a Top Real Estate Brand Recommended by Women

This is a contributor post by Zoe Horneck, VP of Communications and Product Marketing for Coldwell Banker Real Estate LLC

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When you’re in real estate, you know the power of a recommendation. It can get you to the listing table and it can help you sign a deal. That’s why every agent I’ve ever known has – somewhere in their marketing materials – a statement like “referrals are the highest compliment I can receive.”

But in real estate today many clients are finding an agent online – which means they haven’t gotten a personal recommendation – and that can be a big piece of your business. That’s just one of the reasons I was so excited when I learned that Coldwell Banker was recognized as a “9 out of 10 Consumer Recommended Real Estate Agency” by Women’s Choice Award®.

Find out more about joining a brand that is recommended by women.

 This award gives Coldwell Banker affiliated agents that kind of third-party validation that consumers have gotten so used to. In the age of online reviews, 92% of Americans trust recommendations over other forms of advertising. And 84% take-action based on those recommendations.

The Women’s Choice Award is a symbol that women gave their collective approval of the Coldwell Banker brand. This is the only award that recognizes and identifies brands that women recommend, and the award we have received celebrates Coldwell Banker for excellence in overall quality and customer experience.

A Women’s Choice Award is especially meaningful for real estate because women are at the heart of most transactions

  • Women make or influence over 90% of all home buying decisions.
  • Women’s purchasing power is valued at $18 trillion globally – which exceeds men’s.
  • Over the next decade, women are expected to control 2/3 of consumer wealth.
  • Two thirds of real estate agents are women.

Being recognized by women as a brand that values integrity and excellent customer service is vital to the success and growth of the brand and our affiliated companies and agents.

At Coldwell Banker, we are committed to ensuring our brand inspires pride among our network, our clients and our industry. This award is a seal of approval and an example of our values coming to life through our work.

At this moment in all parts of the country, women are giving recommendations to their friends, family and peers, and we’re honored that Coldwell Banker is the brand they’re recommending.

If you’re interested in learning more about joining Coldwell Banker and using The Women’s Choice Award in your business, head to

If you are already a member of Gen Blue and want to get started using the Women’s Choice Award logo, sign in to and search “Women.” To find out more about how Coldwell Banker can be the place that supports you and your business, visit

Senior Manager, Public Relations & Giving for Coldwell Banker. Grew up in Sarasota and attended college at Western Carolina University. Athena wanted to wake up in that city that doesn’t sleep so headed to Madison Avenue to start her marketing career. She has been with this awesome brand for more than 15 years and can be found generating buzz about CB in every way possible. Athena helps to grow the brand’s position as the most storied real estate company within the industry and has led many high-profile endeavors; she was at the forefront of the brand’s pioneering smart home campaign, raised $6 million in two years to build 130 Habitat for Humanity homes, and led the Homes for Dogs program in partnership with that resulted in tens-of-thousands of dogs finding their furever home. She currently leads the CB Supports St. Jude program, which encourages the Coldwell Banker network’s 96,000+ real estate agents to make donations to St. Jude’s Children’s Research Hospital for every real estate transaction they represent. In her spare time, you can find her either digging up a new area in her yard for another flower bed or planning her next travel adventure. She's the proud mom of three cats Jolene, Ziggy and Lucy.

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