100 Years Young

Coldwell Banker looks toward its next centennial with an eye on growth
By Stephanie Andre

Very few companies in any industry make it 100 years.

But on the eve of celebrating its first 100 years, Coldwell Banker Real Estate Corporation President and CEO Jim Gillespie is both reflective and proud of the company he has been with for some 30 years.

?We have such a sense of pride and accomplishment in turning 100 years old?or as I like to say, ?100 years young?,? explains Gillespie. To be at the top of our game at this stage in our history is just tremendous.

Gillespie points out that in the past 10 years, the Coldwell Banker System has added more than 70,000 sales associates and more than 1,500 offices. The reach today?more than 126,000 sales associates and more than 3,900 offices around the world.

Not bad for a company started from the ashes and rubble of the San Francisco earthquake of 1906. Its founder, Colbert Coldwell, was just 23 years old at the time. But after seeing the destruction the disaster had caused the city, he founded his own real estate company to give people good, honest help with their homes. Eight years later, Benjamin Banker joined him as a full partner to form the Coldwell Banker organization.

?Turning 100 means that we continue to be trusted by people who are seeking the American dream,’ says Gillespie. This company has helped generations of people?grandparents, then parents and now their children.

With age comes trust, believes Gillespie. People know we’ve been around for a long time and that they can trust us,? he says. Buying and selling a home is not something you do everyday. People need good professionals who can guide them through the process.

Honoring the Past and the Present

To pay tribute to the company?s 100 years, Gillespie has invited nine past Coldwell Banker presidents to the brand?s annual International Business Conference this month in San Francisco. He has also included Bill Banker, Benjamin Banker’s son, who was an employee of the Coldwell Banker organization from the 1950s to the 1970s.

?We are going back [to San Francisco], to where it all began and expect more than 10,000 Coldwell Banker professionals to attend,? explains Gillespie. We will be at the Moscone Center, less than a mile from the original Coldwell Banker office on Post Street. It is fitting that the first person we will recognize at the convention will be Bill Banker.

But Banker and the former presidents are not the only group that will be saluted. Gillespie expects the loudest ovation will come when he unveils the newly created Centennial Society.

This group of 75 Coldwell Banker-affiliated companies is participating in the ?100 Homes by Our 100th Anniversary? campaign, which will raise approximately $5 million to sponsor local Habitat for Humanity homes around the nation. With 10 months remaining before its deadline, Coldwell Banker has already surpassed its goal and currently has 114 homes in the works.

?To raise this much money and help 114 families so far gain a home is astounding,’ says Gillespie. I can?t think of a better way to honor these companies who participated. They have each made a major commitment and spent hours and hours on fundraising projects, as well as the actual home build. This Centennial Society group is special to me and I’m certain to the entire Coldwell Banker System as well.?

100th Not the Only Thing

While it is easy to believe the 100th anniversary is all-consuming at Coldwell Banker Real Estate Corporation, the truth is that the corporate staff continues to keep its eye on the prize?increasing consumer awareness of the brand, driving leads to affiliated companies and providing quality service.

The 100th anniversary is not the only initiative on Senior Vice President of Marketing Charlie Young?s plate. In fact, the majority of his team’s work focuses on the importance of the Web and the value of www.coldwellbanker.com.

Young believes the Coldwell Banker network is uniquely positioned to take advantage of the consumer’s reliance on the Web and intends to increase the Coldwell Banker online advertising spend to drive traffic to the brand?s Web site.

?We have the great front-end system in coldwellbanker.com and we also have the power of the Coldwell Banker brand name,? Young says. We want to embrace consumers. We know they now have up-front control and can start their search online, but we also know they are going to need help in the home-buying process.

With the relaunch of its Web site in 2005, Coldwell Banker Real Estate Corporation has focused on rich content, photos, mapping and utilities. Two recent technological advances have also propelled coldwellbanker.com, the brand?s national portal.

SearchRouter, which the consumer sees as ?More Listings? on listing pages, allows the consumer to enter search parameters and then, at the click of a button, extend that search beyond Coldwell Banker listings to all local MLS listings if the local broker has reciprocity agreements.

Secondly, Coldwell Banker affiliated companies using Cendant?s proprietary LeadRouter technology can improve their response time and effectiveness in managing home buyer and seller leads. LeadRouter converts an online request to any Web site, including coldwellbanker.com, into a voice call that is immediately sent to a sales associate?s cell phone,? explains Young. The success of LeadRouter has been astounding.?

Coldwell Banker Real Estate Corporation will also be introducing streaming video to the coldwellbanker.com site via partnerships with entertainment outlets, such as HGTV.

?The evolution of broadband into the home has made streaming video a viable message delivery vehicle,? Young says. ?Through agreements we have with certain media outlets, we will receive content addressing numerous aspects of the home-buying and selling process. This content will make coldwellbanker.com even stronger.

Growing by Leaps and Bounds

Under Young?s guidance, Coldwell Banker Real Estate Corporation is also revamping marketing materials to reach such important demographic groups as Baby Boomers, Echo Boomers, Hispanics and single females.

?Our new ?Best of Your Life? campaign separates Baby Boomers from the senior’s group they are typically lumped in with in traditional marketing programs,? Young says. That is not how the Baby Boomer views himself or herself. They are in their prime home-buying years and are redefining the real estate industry. The Coldwell Banker sales associate will now be better equipped to market to the most important demographic group in U.S. history.?

But Coldwell Banker Real Estate Corporation is not only about the U.S. The Coldwell Banker brand network is now in 29 countries and territories. Gillespie believes that the brand?s biggest push for expansion is now on the international front.

With 6,800 sales associates in more than 500 offices internationally, the majority of that growth has been in the past six to seven years. Gillespie says that is expected to continue.

?We have a big upside internationally,? he says. Our longest history is with Canada, but we are growing in the Caribbean, Europe and Singapore?we have one office there with 850 people. He adds that the company has also entered the Australian, Chinese, Indonesian and Middle Eastern markets.

Packaging Affiliate Support

While the consumer knows the Coldwell Banker brand well?it has a 98% awareness number within its target market?affiliated companies receive much more than name recognition. Education and servicing are just as valuable.

In addition to its marketing initiatives, Coldwell Banker Real Estate Corporation also has its eye on helping its affiliated companies and sales associates improve as a whole with their daily business practices, production and profitability.

The company?s new Peak Performance Program does just that, according to Jeff Wheeler, chief operating officer of Coldwell Banker Real Estate Corporation. It is a three-pronged approach that identifies areas of strength and opportunities for select affiliated companies.

The first and most basic step?Business Booster?is a financial analysis of key indicators such as listings, sides, etc.

The next step would be Profit Maximization or an Operational Review.

Profit Maximization includes a detailed analysis of a company?s financial statements and a review of their compensation program, along with identifying learning opportunities for sales associates and management. The Operational Review incorporates financial analysis, along with information gathered from surveys and interviews involving company personnel.

?The goal is to allow our affiliated companies to determine how well they are doing and identify ways they can achieve maximum productivity and profitability,? Wheeler says. Companies that have gone through an Operational Review have shown significant increases in total revenue shortly thereafter.

Experience at a Broker’s Fingertips

Since his arrival to the corporate headquarters in 2004, Wheeler has marveled at the quality of talent in the Coldwell Banker organization.

?I knew they were good,? Wheeler says. I just didn?t know they were this good. In all facets of the organization there are dedicated professionals who are the best at what they do, and the leadership team has so much experience.?

Wheeler enthusiastically listed the years of real estate experience of his senior-level servicing colleagues the way a young baseball fan might call out batting averages for his favorite players.

?Gillespie?31, Wheeler 25, Tricia Kobos, the senior vice president of operations, nine, and our three regional directors have a combined 97 years with the Coldwell Banker organization,? Wheeler says. ?That’s a lot of know-how.?

The three regional directors ? Steve Bright, Frank Lindsey and George Pelton?head the North, South and West regions, respectively, for Coldwell Banker Real Estate Corporation and are responsible for ensuring that affiliated companies receive proper support.

?Our three regional directors understand real estate and the Coldwell Banker System inside and out,? Wheeler says. They are extremely valuable and are key in everything we do on the servicing side. They care deeply about the success of our affiliates.

Each regional director heads a team of business consultants who fan out around the nation and are responsible for helping local companies develop business plans, utilize technology and ensure they maximize their affiliation with the Coldwell Banker brand.

?The business consultant is the first person our brokers turn to for any and all resource needs within Coldwell Banker Real Estate Corporation,? Wheeler says. ?They are intimately involved in counseling brokers and dive deeply into their business. The business consultants are experienced too. They have managed or owned real estate operations and can be great resources.

The Coldwell Banker Real Estate Corporation servicing team also includes affiliate service managers?corporate office-based professionals who are available via telephone and Web. Similar to the business consultants, they too are geographically assigned.

The Importance of Education

With everyone so pressed for time these days, there is a definite need for alternative delivery systems for education, Wheeler says.

Enter online learning. It’s aggressive and it’s learning on your own schedule,? he says. With new education programs available each year, online learning allows us the ability to stay innovative without taking lots of people?s time.?

The classes?which are all interactive with real-time instructors?range from ?eFastStart? for beginners to ?BOOST? for more advanced sales associates.

?In my job today, one of the greatest words of wisdom to a broker would be to immerse themselves in the educational programs, tools, resources and coaching we offer and recognize how important they are to the sales associate.?

He adds that attending the annual International Business Conference and Global Management Summit events can be an invaluable experience.

?While there are good opportunities to learn in educational sessions, brokers need to share information with each other and network,? he says. When I was a broker, I used to learn so much by connecting with other brokers.

For 100 Years It Has Been about Service

Since Colbert Coldwell opened his first office nearly 100 years ago, the Coldwell Banker organization has been about service. And the latest example is a new program that will be unveiled at the Coldwell Banker International Business Conference this month.

True Blue Services is the umbrella under which all of the Coldwell Banker service programs will reside.

?Through True Blue Services, consumers can receive more timely re-sponses to their real estate inquiries (through LeadRouter), will be able to view all the local listings through coldwellbanker.com (through SearchRouter) and via our Coldwell Banker Concierge Service Program access an array of services associated with buying, selling or owning a home,? Wheeler says.

As he continues his discussion about True Blue Services, Wheeler provides insight into why the Coldwell Banker network has been so successful for so long.

?Everything we do is designed to make Coldwell Banker sales associates, managers and brokers better equipped to provide outstanding service to the consumer.

Members of the Coldwell Banker Centennial Society?100 Homes Initiative

Coldwell Banker Fortune, Anchorage, Alaska

Coldwell Banker Advantage Realty, North Little Rock, Arkansas

Coldwell Banker Faucette Real Estate, Fayetteville, Arkansas

Coldwell Banker Bishop Realty, Payson, Arizona

Coldwell Banker Residential Brokerage, Scottsdale, Arizona

Coldwell Banker Residential Brokerage, San Ramon, California

Coldwell Banker Residential Brokerage, Solana Beach, California

Coldwell Banker Endsley & Associates, Turlock, California

Coldwell Banker Chris Kutzkey Realtors, Yreka, California

Coldwell Banker Kivett-Teeters Associates, Yucaipa, California

Coldwell Banker Residential Brokerage, Denver, Colorado

Coldwell Banker Home Owners Realty, Inc., Grand Junction, Colorado

Coldwell Banker Preferred Realty, Longmont, Colorado

Coldwell Banker M. M. Parrish, Realtors, Gainesville, Florida

Coldwell Banker Walter Williams Realty, Inc., Jacksonville, Florida

Coldwell Banker Action Realty, New Port Richey, Florida

Coldwell Banker JME Realty, Pensacola, Florida

Coldwell Banker Sunstar Realty, Inc., Port Charlotte, Florida

Coldwell Banker Residential Real Estate, Inc., Sarasota, Florida

Coldwell Banker Residential Real Estate, Inc., Maitland, Florida

Coldwell Banker Ed Schlitt, LC., Vero Beach, Florida

Coldwell Banker UpChurch Realty, Athens, Georgia

Coldwell Banker Residential Brokerage, Atlanta, Georgia

Coldwell Banker High Country Realty, Blue Ridge, Georgia

Coldwell Banker Fulton Realty Associates, Inc., Peachtree City, Georgia

Coldwell Banker Intercoastal Realty, Rincon, Georgia

Coldwell Banker Greater Savannah Realty, Savannah, Georgia

Coldwell Banker Aspen Realty, Inc., Boise, Idaho

Coldwell Banker Schneidmiller Realty, Coer D’ Alene, Idaho

Coldwell Banker Heart of America Realtors, Ltd., Bloomington, Illinois

Coldwell Banker Stucky & Associates, Realtors, Newton, Kansas

Coldwell Banker V.I.P. Realty, Inc., Danville, Kentucky

Coldwell Banker Mackey Co., Baton Rouge, Louisiana

Coldwell Banker TEC Realtors, Mandeville, Louisiana

Coldwell Banker Residential Brokerage, Columbia, Maryland

Coldwell Banker Real Estate Specialists, Niles, Michigan

Coldwell Banker Schmidt, Realtors, Traverse City, Michigan

Coldwell Banker Graham & Associates, Inc., Jackson, Mississippi

Coldwell Banker The Brokers, Billings, Montana

Coldwell Banker Kasey & Associates, Asheville, North Carolina

Coldwell Banker Seaside Realty, Kitty Hawk, North Carolina

Coldwell Banker Howard Perry and Walston Realty, Inc., Raleigh, North Carolina

Coldwell Banker First Realty ? Lyon, Fargo, North Dakota

Coldwell Banker First Minot Realty, Minot, North Dakota

Coldwell Banker Criswell Wolcott Realty, Dover, New Hampshire

Coldwell Banker Residential Brokerage, Parsippany, New Jersey

Coldwell Banker Legacy, Albuquerque, New Mexico

Coldwell Banker Residential Brokerage, Hauppauge, New York

Coldwell Banker West Shell, Cincinnati, Ohio

Coldwell Banker Heritage Realtors, Dayton, Ohio

Coldwell Banker Geyer Associates Realty, Inc., Findlay, Ohio

Coldwell Banker Peter Benninger Realty, Kitchener, Ontario, Canada

Coldwell Banker Diamond Realtors, Collegeville, Pennsylvania

Coldwell Banker Preferred, Conshohocken, Pennsylvania

Coldwell Banker Homesale Services Group, Lancaster, Pennsylvania

Coldwell Banker Rundle Real Estate, Mountain Top, Pennsylvania

Coldwell Banker Keyserling Real Estate, Beaufort, South Carolina

Coldwell Banker United, Realtors, Columbia, South Carolina

Coldwell Banker Chicora Real Estate, Myrtle Beach, South Carolina

Coldwell Banker Caine, Greenville, South Carolina

Coldwell Banker Barnes, Brentwood, Tennessee

Coldwell Banker Hamilton & Associates, Cleveland, Tennessee

Coldwell Banker Wallace & Wallace, Realtors, Knoxville, Tennessee

Coldwell Banker Apex, Realtors, Garland, Texas

Coldwell Banker United Realty Professionals, Grandbury, Texas

Coldwell Banker Residential Brokerage, Irving, Texas

Coldwell Banker Residential Brokerage, Midvale, Utah

Coldwell Banker Funkhouser Realtors, Harrisonburg, Virginia

Coldwell Banker Professional Realtors, Virginia Beach, Virginia

Coldwell Banker Premier Properties, Winchester, Virginia

Coldwell Banker Hickok & Boardman Realty, Burlington, Vermont

Coldwell Banker Bain Associates, Mercer Island, Washington

Coldwell Banker Flaskerud Realty, Inc., Longview, Washington

Coldwell Banker First United Realty, Janesville, Wisconsin

Coldwell Banker Sveum Realtors, Madison, Wisconsin

Selected Activities Planned for the 100th Anniversary of Coldwell Banker

The Coldwell Banker ?My Home: The American Dream? Contest with Scholastic?children in grades K-8 tell their own stories, through both images and words, about how they make their houses, apartments or condominiums homes. The three winners (who each receive a $2,000 scholarship and a digital camera for their teacher’s classroom) will be announced at the Coldwell Banker International Business Conference.

Housewarming for Habitat Celebrity Auction on eBay?held Feb. 20 to March 9. All monies raised will go to the Habitat for Humanity Operation Home Delivery Fund. Some of the celebrities who are donating items include: Michael Douglas, Courteney Cox Arquette, Donald Trump and soccer star Mia Hamm. The auction is located at www.ebay.com/coldwellbanker.

Ringing of the New York Stock Exchange bell?on Aug. 21, a delegation from Coldwell Banker Real Estate Corporation is schedule

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