"Every Detail Matters": Meet the Duo Behind Coldwell Banker’s Bold New Vision for Global Luxury

Luxury real estate doesn’t stand still. The playbook is always changing, and those who lead must be willing to rewrite the rules. The Coldwell Banker® brand’s Brandon Newman and Michael Altneu are doing exactly that. With Brandon bringing brand expertise from the world of luxury automotive, and Michael drawing on his deep roots in high-end real estate and development, the two are blending strategy and creativity to push the Coldwell Banker Global Luxury® program into bold new territory. In this conversation, they open up about how collaboration drives innovation, what affluent buyers want now, and how Coldwell Banker is raising the bar for what luxury marketing looks and feels like today.

How have your respective career journeys shaped your approach to marketing and luxury at Coldwell Banker?

Brandon: Coming from the world of luxury automotive having worked for Mercedes-Benz and Aston Martin, I’ve developed a deep understanding of what sets a premium brand apart. It’s not just about the product; it’s about the story, the exclusivity, and the experiences at every touchpoint. Luxury buyers aren’t just purchasing a car or a home; they’re buying into a lifestyle, a legacy, and an emotional connection to a brand.

As VP of the Coldwell Banker brand, with Global Luxury under my purview, I’m bringing that same philosophy to real estate. In the same way a luxury car is designed with obsessive attention to detail, from the craftsmanship of the interiors to the way the door closes with the perfect weight and sound, a luxury home needs to be marketed with the same level of precision, thoughtfulness, and intentionality. Because every detail matters: the way a listing is presented, the way an agent communicates, the digital experience, and the feeling a buyer gets when they walk into a home. My focus has been on refining how we tell the Coldwell Banker story in a way that feels more premium, more editorial, and more emotionally compelling through our content, our agent tools, or the way we position our Global Luxury program.

Michael: Early in my career, I was immersed in the world of new developments, working on more than 30 projects across multiple states and countries. That experience gave me a front-row seat to the complexities of real estate marketing, particularly the nuances of branding. Each development had its own unique identity and lifecycle, which presented a very set of different challenges than marketing a legacy brand like Coldwell Banker, with over 119 years of history. It taught me how to balance short-term campaigns with long-term brand building.  

Even within the real estate space, I had the opportunity to consult on the creative side with firms like DBOX, which gave me a deeper appreciation for the ideation process. It was there that I saw how bold thinking and boundary-pushing could really elevate a brand, especially in an industry not typically known for taking creative risks! 

These experiences continue to shape the way I approach our luxury strategy today. I like to think of our short-term initiatives—like The Trend Report and Mid-Year Reports, which have annual and bi-annual lifespans—as leaves on a much larger tree. Each serves a defined purpose, but collectively, they strengthen the Coldwell Banker Global Luxury program. We’re constantly asking: How do these initiatives fit into the broader Coldwell Banker narrative? How do they compare to the legacy of materials and campaigns we've developed over our 119-year history? And how can we use them as vehicles to push creative boundaries even further?

As a leader in luxury operating in a hyper-competitive global space, we have to think differently. Our initiatives must not only reflect that leadership, but they also need to serve multiple purposes, resonate across diverse audiences, and deliver value at a variety of price points.

Brandon, coming from Aston Martin, you have firsthand experience with a brand that epitomizes luxury, craftsmanship, and exclusivity. How are you applying those insights, particularly around storytelling and the luxury consumer experience, to Coldwell Banker’s overall brand strategy as it relates to luxury?

Brandon: One of the biggest insights I’ve carried over from the automotive world is the power of storytelling and emotional resonance. Aston Martin, for example, isn’t just about horsepower and design. It’s about legacy, heritage, and a visceral connection to performance. That same principle applies to luxury real estate.

For Coldwell Banker Global Luxury, I’m focused on ensuring that our storytelling reflects the sophistication and lifestyle aspirations of our audience. A luxury home is more than just square footage and amenities; it’s about the art of living. Our marketing needs to go beyond just listing features and instead capture the essence of what it feels like to wake up in that home, to entertain in that space, to live that life.

We’re also borrowing from the luxury automotive world’s approach to client experience. Affluent buyers and sellers expect high-touch, highly curated service. Every interaction should feel seamless, elevated, and deeply personalized. That’s why we’re refining our approach to agent tools, brand content, and marketing resources to ensure that Coldwell Banker agents have what they need to deliver an experience that’s second to none.

How are you collaborating with each other to position Coldwell Banker as the leading name in luxury and elevate the client experience for affluent buyers and sellers?  

Michael: What makes our collaboration so effective is that we bring very different but complementary perspectives to the table. Brandon encourages me to look at things through a different point of view—asking how a campaign or initiative can elevate the Coldwell Banker brand in the same way a luxury car brand crafts an emotional and aspirational experience. At the same time, he leans on my real estate experience to understand what has worked in the past and how we can evolve it. It’s a dynamic exchange that has led to some of our most exciting and effective work. Ultimately, we both know it’s about aligning our strengths to position Coldwell Banker as the leading name in luxury real estate.

Brandon: Michael and I have developed a really strong synergy. We challenge each other creatively and bring out the best in one another. That collaboration is rooted in mutual respect for the different perspectives we each bring to the table.

For me, luxury real estate is something I don’t just market...I live it. Beyond my career in luxury branding and marketing, I’ve spent the past decade personally investing in, designing, and developing properties. One of my most recent projects that I am most proud of, is a meticulously designed luxury home in the Hamptons, a market where discerning buyers expect a level of craftsmanship, aesthetic refinement, and lifestyle integration that goes beyond just square footage and finishes.

That hands-on experience gives me a unique lens into what affluent buyers truly value. I understand firsthand how a home should feel when you walk into it, how materials and lighting create emotion, and how the narrative of a property can be crafted to connect with the right buyer. It’s not just about selling real estate, but rather curating an experience and making sure that the brand representing these homes, speaks the language of high-end clientele.

That’s the approach I’m bringing to Coldwell Banker, and it starts with brand perception. Coldwell Banker has long been a trusted name in real estate, but my focus is on making sure it’s also synonymous with best-in-class luxury. That means sharpening our visual identity through a thoughtful evolution of our brand, refining our messaging, and elevating how we present ourselves across every touchpoint.

We’re elevating how we present our properties, refining our visual storytelling, and making sure our agents are positioned as trusted advisors in the luxury space.

We’re focused on giving our top agents and brokers the tools they need to deliver an exceptional client experience. Luxury buyers and sellers expect seamless service and elevated marketing. That means next-level listing presentation materials, storytelling-driven digital and print campaigns, and agent education that ensures Coldwell Banker professionals are the most knowledgeable and well-equipped in the market.

Beyond that, we’re doubling down on exclusive experiences. So we are curating events, content, and partnerships that put Coldwell Banker Global Luxury in the same conversation as the world’s top luxury brands. Affluent buyers and sellers want to work with a brand that feels like it belongs in their world, and we’re making sure that Coldwell Banker shows up in the right places, in the right way. 

The most successful luxury brands, whether in real estate, hospitality, or automotive, aren’t just selling products, they’re selling aspiration, lifestyle, and belonging. That’s where we’re taking Coldwell Banker Global Luxury. 

As younger executives in the industry, you both bring a fresh perspective to the Coldwell Banker brand and the Global Luxury program. How do you think this influences your approach, and what new energy or innovations are you planning to bring to the table?  

Brandon: I’ve always believed that luxury should be inclusive, not exclusive. The next generation of affluent buyers is more diverse than ever before, not just in background, but in mindset. They care about sustainability, design, experience, and cultural connection. They aren’t just looking for a home, but for a lifestyle that reflects their values and aspirations.

Being a younger leader in this space allows me to challenge the status quo and bring a modern, forward-thinking lens to the Coldwell Banker brand. I’m focused on making luxury feel more aspirational but also more accessible, meaning not just for the ultra-wealthy but for those who seek quality, craftsmanship, and experience in every aspect of their lives.

I’m also bringing in ideas from outside the traditional real estate playbook, pulling inspiration from luxury hospitality, fashion, and, of course, my experience in automotive. The way a luxury client shops for a home is evolving, and we need to meet them where they are, whether that’s through digital innovation, high-end brand partnerships, or curating experiences that feel truly exclusive.

Michael: One of the things I really appreciate about where luxury is headed—and something Brandon touched on—is that it's becoming more inclusive and reflective of the world we live in. Today’s affluent buyers are more diverse, more values-driven, and more connected than ever before. As someone who’s actively involved with organizations like the LGBTQ+ Real Estate Alliance, I’m passionate about creating space for new voices, new leaders, and a broader definition of what luxury means.

I feel incredibly honored to be a younger executive in this industry, and I’ve always believed in pushing the envelope and challenging the status quo. That mindset allows us to innovate with purpose. Not just to be different, but to make a lasting impact. 

Listening plays a big role in that. The best ideas come from the field, not from behind a desk. We develop programs in response to what agents are telling us they need. The Trend Report is a perfect example. When we launched it in 2022, we didn’t just want to recap what already happened. It was to create a forward-looking, insight-driven resource that could help agents anticipate what’s next. Since then, we’ve seen other luxury real estate companies release their own versions. I’m proud of the fact that Coldwell Banker Global Luxury helped lead the industry in this way.

Ultimately, we’re not just thinking about the future. We’re thinking about what’s never been done before. And we’re having a lot of fun doing it. Our goal is to energize the next generation of luxury leaders and ensure that Coldwell Banker continues to set the standard in luxury for the next 119 years and beyond.

Without giving too much away, can you tease some of the marketing initiatives coming to the Global Luxury program that you’re most excited by?

Brandon: We’ve taken everything up a notch. We’re refining our visual identity to feel even more premium and editorial. So think high-end design publications rather than traditional real estate marketing. We’re introducing new content formats that bring storytelling and lifestyle to the forefront, making sure Coldwell Banker Global Luxury feels as aspirational as the properties we represent.

We’re also exploring some exciting brand partnerships that will put Coldwell Banker in front of the right audiences in a fresh, elevated way. And we’re rethinking the way we equip our agents by providing them with best-in-class marketing tools, education, and resources that make them the absolute authority in luxury real estate.

Luxury is all about details, and every initiative we roll out this year is designed to make sure Coldwell Banker Global Luxury isn’t just participating in the conversation but leading it.

Michael: What he said! What I’d add is that the Coldwell Banker Global Luxury program has always distinguished itself by offering some of the finest tools, services, and world-class events in the industry. Now we’re taking all of that to the next level. While Brandon is leading the charge on brand storytelling and elevating the visual identity, my focus is on strengthening the foundation of the Global Luxury program. I’m looking at things like developing new agent education platforms, introducing elevated designation programs, and launching a more robust awards platform for agents. All of it is aimed at empowering our network in ways that are both meaningful and actionable.

While I can’t share everything just yet, I can say this: we’re not just thinking about where the brand is today. We’re imagining where it’s headed next. And it’s going to be nothing short of extraordinary… to bring it back to our tagline.