Coldwell Banker Recasts Global Luxury Real Estate Marketing Platform


Longboat Key, Florida | April 18th, 2017 – New logo, signage and website unveiled for Coldwell Banker Global Luxury program


GlobalLuxuryLogo_Black_Stacked_022217_RGB-socialColdwell Banker Real Estate LLC, in a bid to remain ahead in the growing world interconnectivity of the luxury property market, launched its Coldwell Banker Global LuxurySM program in early April of 2017.


This move, in effect, recasts the company’s Coldwell Banker Previews International marketing platform which will be retired in favor of the new Coldwell Banker Global Luxury program. A new logo, signage and website for the new program have been developed and adopted as part of this initiative to deliver major enhancements in client servicing under the Coldwell Banker franchise.


Strategic Shift


Charlie Young, President and Chief Executive Officer of Coldwell Banker Real Estate, noted that ways of doing business, including modes in the luxury real estate sector, has become more globalized than before.
“Foreign influence on the luxury market was once minimal, but today more than $100 billion in sales are attributed to foreign buyers,” he observed.


“This shift,” Young added, “inspired our move to Coldwell Banker Global Luxury. We know it’s crucial for agents to have global expertise and channels through which they can reach other real estate professionals and affluent clientele worldwide.”


New Chapter of Growth


The company likewise described the rebranding as “a new chapter in luxury for the Coldwell Banker brand.” It expressed hope that with this new global marketing platform, Coldwell Banker together with its agents will be able to “set the gold standard for how the world’s most prestigious properties are bought and sold, now — and in the future.”


The major components Coldwell Banker Global Luxury marketing program include:Coldwell Banker Recasts Global Luxury Real Estate Program_04-18-2017_2
– Enhanced and immersive agent certification course
– New global website – – that allows for international networking
– Global referral opportunities at the forefront
– Worldwide distribution of the brand’s flagship Homes & Estates magazine
– Unrivaled focus on luxury content
– Strategic enhancements to Coldwell Banker’s social media platform


Million-dollar Promotion


Clark W. Toole III, Florida President for Coldwell Banker Residential Real Estate and
Coldwell Banker Commercial NRT, disclosed that NRT is spending millions of dollars to promote Coldwell Banker Global Luxury.


“Our investment,” he said, “covers advertising at the local level as well as in more than 50 high-impact print publications, including The Wall Street JournalModern Luxury, The New York Times, The Washington Post, Chicago Tribune, Los Angeles Times, Dallas Morning News and Miami Herald, among many others. Additional digital advertising throughout the month of May will drive traffic to property listings on”


Expansive Global Marketing


Significantly, the new Coldwell Banker Global Luxury website links 750,000 luxury real estate agents across various international brands and syndicate listings globally to real estate portals worldwide.


Market recall for the program is enhanced by its new logo—a simple and sleek rendition of the classic Coldwell Banker brand typeface, set in bold but elegant black-and-white color scheme.


The Coldwell Banker brand boasts of an international footprint across 49 countries and territories, thereby installing the franchise as among the leaders in global luxury real estate. It is estimated that every day luxury agents affiliated with Coldwell Banker handle luxury home sales worth about $130 million, which is unmatched by any other real estate brand.


Coldwell Banker-affiliated sales associates represented in 2016 home buyers and sellers in over 25,000 luxury home sale transactions priced at $1 million and above. Watch this video to learn more about Coldwell Banker Global Luxury as a perfect marketing pitch internationally for high-end properties.