Industry News

Coldwell Banker launches print ad campaign

Promotes luxury real estate marketing division

Learn the New Luxury Playbook at Luxury Connect | October 18-19 at the Beverly Hills Hotel

Coldwell Banker Real Estate Corp. has launched one of its largest national print advertising campaigns to promote its luxury-home marketing division, Coldwell Banker Previews International. Full-color advertisements will appear in August in upscale magazines including Travel and Leisure, Vanity Fair, Departures, Food & Wine, Bon Appetit, Forbes, Fortune, Architectural Digest, Gourmet, Town & Country, House & Garden and Wine Spectator. The company plans to enhance its position in the luxury home segment with the print campaign. In 2003, Coldwell Banker affiliates sold a record 13,816 luxury homes priced more than $1 million, according to the company. In addition, Coldwell Banker luxury home sales volume surged 23 percent to $23.3 billion last year. The Coldwell Banker Previews International advertisement features an antique golden lion's head doorknocker, which represents the social status of a million-dollar-and-up homeowner, mounted on a heavy, dark, wooden doo...