The Craft of Selling Luxury

Selling luxury real estate is an art form and a craft — honed, fortified and formed over time under the guidance of industry masters with access to the highest quality resources in the world. Like the skilled craftsman of a fine watch or precious piece of jewelry, our Coldwell Banker Global Luxury® Property Specialists have learned and trained under the very best. Powerful connections to media and a robust international network have been passed down to each new generation. Having access to the industry’s most rigorous certification program in the world means Luxury Property Specialists can further distinguish themselves in a market defined by its excellence. As we say in our new “Craftsmanship” campaign, set to debut this month on Modern Luxury, it’s the difference between a work in progress and a work of art. It’s the reason why Coldwell Banker is trusted with over $168 million in luxury sales every single day. This multifaceted consumer campaign positions Coldwell Banker Global Luxury as the global standard in luxury real estate. The campaign features several elements, including powerful and customizable ad spots, social media assets, print ads and e-cards. We’re kicking off the campaign with a content and media partnership with Modern Luxury that showcases Global Luxury properties and articles on the real estate pages of the platform’s 25 regionalized sites, email blasts and social highlights. Offices and agents also have the opportunity to customize the campaign videos with their branding. The potential to reach over 24 million users across a multitude of platforms gives Luxury Property Specialists a major boost in the digital space! As part of our debut, you’ll want to check out one of our key elements, "Defining Luxury," featuring top agent and Global Luxury Ambassador Carrie Wells. Craftsmanship means constantly striving for the highest standards, and we continue to raise our own standards. Case in point: We just wrapped our summer 2021 supplement of Homes & Estates, which should be hitting mailboxes any day now, with insertion in the Wall Street Journal on August 6. It’s our biggest summer supplement to date, at 88 pages. Other exciting marketing partnerships for Luxury Property Specialists are also in the works in the coming months. Developing true craft takes time, diligence, skill, passion and an endless flow of new ideas. Again and again, the Coldwell Banker Global Luxury program represents these qualities. Until next month.  


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