RISMEDIA, March 17, 2011—As home buyers move into the spring buying season, Coldwell Banker Real Estate LLC has launched a new marketing campaign emphasizing the importance of a skilled real estate agent who can help buyers and sellers through the process of homeownership. This integrated effort includes 30 and 15 second spots that underscore how the right agent and the right tools combine to ensure smart real estate decisions.
“Our consumer research shows us that home buyers want protection against making a wrong decision, whether it be financial or in choosing the right home,” said Michael Fischer, chief marketing officer, Coldwell Banker Real Estate. “We understand that for most, a home represents the biggest investment of their lives. Our campaign illustrates how people can empower themselves with information online. And no matter how daunting the process may seem, a trustworthy real estate agent can give them the confidence and guidance to make the right move.”
One of the spots, “Wrong Decisions,” follows a couple starting the home search on their own. They soon realize many homes come with a catch: one home is sinking into the ground, another has hazardous levels of radiation and the last is dangerously close to an airport runway. After consulting with a Coldwell Banker agent and using the brand’s platform of online tools, the couple finally finds their dream home. The light-hearted commercial emphasizes that buyers need assistance from a trusted agent because “the wrong home” may not be that obvious.
Fischer continued, “It comes down to a simple equation; trusted agents, plus the right tools, equals smarter decisions.”
The Coldwell Banker commercials are currently airing on CNN, HGTV, ESPN and USA Network among other networks, with an online media schedule tied to the campaign as well. The television spots were conceived by Coldwell Banker Real Estate strategic and creative agency of record, McKinney of Durham, N.C., who worked in conjunction with MediaCom to place the new spots in appropriate media outlets.
To view the new Coldwell Banker Real Estate commercials, visit the Coldwell Banker YouTube channel On Location.
For more information, visit www.coldwellbanker.com.