To help generate brand awareness with BuzzFeed’s 130 million readers, Coldwell Banker Real Estate will advertise on the social news and entertainment website using shareable “custom content” highlighting the sentimental nature of homeownership.

Perhaps best known for its GIF-loaded posts on lighthearted topics particularly appealing to millennials, BuzzFeed will feature several posts laden with Coldwell Banker content starting today and running through August.

Some titles of the upcoming BuzzFeed posts featuring Coldwell Banker content are:

“Because real estate transactions are not traditionally frequent, there is inherent difficulty to maintain brand loyalty compared to other industries,” said Sean Blankenship, senior vice president of marketing for Coldwell Banker Real Estate, in a statement.

As the first real estate firm to partner with BuzzFeed, Coldwell Banker hopes to leverage site’s ability to create shareable content that will bring the Coldwell Banker brand to life for consumers, Blankenship said.

The BuzzFeed partnership “is part of a larger marketing strategy for Coldwell Banker to connect with consumers at various stages of the homebuying, renting and selling process — even if that means when they aren’t thinking about real estate at all,” said a spokesman for Coldwell Banker.

Coldwell Banker, which celebrated the fifth anniversary of its industry-leading YouTube channel this spring, has cultivated a focus on building its social media presence. The firm claims to have more than 120,000 fans on Facebook and has over 57,000 followers on Twitter.

In September, Coldwell Banker aired a 15-day “International Film Festival” that showcased 10 winners of a contest that invited filmmakers to show what they considered the value of home to be. In January, the brand debuted its 2014 consumer ad campaign with a TV ad that aired during the Grammys that was set to Motley Crue’s “Home Sweet Home.”

Show Comments Hide Comments
Sign up for Inman’s Morning Headlines
What you need to know to start your day with all the latest industry developments
By submitting your email address, you agree to receive marketing emails from Inman.
Thank you for subscribing to Morning Headlines.
Back to top
Only 3 days left to register for Inman Connect Las Vegas before prices go up! Don't miss the premier event for real estate pros.Register Now ×
Limited Time Offer: Get 1 year of Inman Select for $199SUBSCRIBE×
Log in
If you created your account with Google or Facebook
Don't have an account?
Forgot your password?
No Problem

Simply enter the email address you used to create your account and click "Reset Password". You will receive additional instructions via email.

Forgot your username? If so please contact customer support at (510) 658-9252

Password Reset Confirmation

Password Reset Instructions have been sent to

Subscribe to The Weekender
Get the week's leading headlines delivered straight to your inbox.
Top headlines from around the real estate industry. Breaking news as it happens.
15 stories covering tech, special reports, video and opinion.
Unique features from hacker profiles to portal watch and video interviews.
Unique features from hacker profiles to portal watch and video interviews.
It looks like you’re already a Select Member!
To subscribe to exclusive newsletters, visit your email preferences in the account settings.
Up-to-the-minute news and interviews in your inbox, ticket discounts for Inman events and more
1-Step CheckoutPay with a credit card
By continuing, you agree to Inman’s Terms of Use and Privacy Policy.

You will be charged . Your subscription will automatically renew for on . For more details on our payment terms and how to cancel, click here.

Interested in a group subscription?
Finish setting up your subscription