Marketing Luxury Real Estate
Established in 1933, the Previews program was born from one man’s desire to show great estates to potential buyers from around the world. By using film and the power of the story, the Previews signature marketing program grew and remained solely focused on marketing luxury homes under a gold standard of service and innovation. In 1960, America’s most established real estate brand, Coldwell Banker Residential Brokerage, acquired the rights to this best-in-class luxury marketing program now known as Coldwell Banker Previews International. Serafini Buettner Group is offers this same level of unique and power story-telling and video to ensure the properties they represent reach as many potential buyers as possible.
Connecting by a Global Network
Listing with Coldwell Banker Previews International not only gains you access to this award-winning program, you also gain from the expertise that Michelle and Rosa bring in their knowledge on tow to leverage the Program not just locally and nationally but also globablly.And not all Previews Property Specialists offer the same level of knowledge, expertise and connections, that Michelle and Rosa have access to in the Coldwell Banker global network of sales associates to ensure property is exposed to the most qualified buyers from around the world.
At the heart of the Previews Program is the understanding that each extraordinary property demands its own equally extraordinary marketing plan. It all begins with a master suite of tools that empower the Serafini Buettner Group to craft local, regional and international advertising campaigns that capture your home’s unique qualities and speak those affluent buyers who are most likely to respond. This approach ensures the highest level of opportunities for exposure of your fine estate.
Our 360 Marketing Plan:
- Digital Suite
- Social Media
- Print Media
- Public Relations
Coldwell Banker Previews
ColdwellBankerPreviews.com is one of the most revered online destinations – featuring engaging photography, videos, international features and an inventory of more than 12,000 luxury properties – visited by 2 million visitors in 100 countries each year. Traffic to ColdwellBankerPreviews.com increases year-over-year, with 27% of all traffic from outside the United States.
The Coldwell Banker website is one of the industry’s leaders, attracting more than 1.2 million potential homebuyers each month. ColdwellBanker.com and the brand’s robust mobile sites and apps are powerful tools that showcase your listing to over 40 million visitors each-year around the globe. The visually stunning platform showcases your home like no other. As a seller, you are provided the opportunity to, with your Previews Property Specialist,share what makes your home special through personalized videos, images, and stories providing prospecting buyers with information they simply can’t access anywhere else.
Coldwell Banker Homes
ColdwellBankerHomes.com is your ultimate real estate destination, providing expansive reach to sellers, and relevant, localized content for buyers, while delivering an intuitive home search experience. The Website is a product of an extensive research and design effort that was born with a “mobile first” philosophy. With over 40% of site visits from smartphones and tablets, the responsive design is optimized to fulfill this growing user demand, by showcasing properties using integrated map views and captivating photography, the website actively engages homebuyers.
The vast social media footprint of Previews covers the luxury lifestyle from all angles and provides unique opportunities for exposure across each of the major platforms. More than 90% of affluent consumers are on social networks, indicating an ever-growing opportunity to reach a new generation of luxury buyers. Posts on previews social media reaches an audience of over 200,000 per week in 40+ countries.
Official Luxury Blog
This unique portal provides an insider’s look into luxury real estate, lifestyle and design from some of the nation’s leading voices and style-makers with a dedicated following of potential buyers in 44 countries. Additionally, Previews Inside Out features exceptional properties from the Previews network, digital editions of Homes & Estates Magazine, and the bi-annual Coldwell Banker Previews International Luxury Market Report.
Coldwell Banker Previews International provides your exceptional home with the possibility of premium ad placement in the world’s most influential luxury lifestyles. From Robb Report Home & Style to Conde Nast Traveler, the Previews Program encompasses a distinguished portfolio of media partners to ensure your home’s exposure to affluent readers around the world.
Homes & Estates
Previews has the ability to showcase properties at a vast national level through the View, a magazine exclusive to Coldwell Banker Residential Brokerage in Southern California and Arizona. This engaging, full color magazine is distributed to consumers through news publications each month reaching thousands of potential buyers in targeted, affluent zip codes.
Multiple times per year, a special China edition of View is published and distributes through Wall Street Journal in Beijing and Shanghai. This publication provides sellers with even greater opportunity to reach international buyers.
Homes & Estates Magazine
As one of the most widely read magazine of its kind, this beautiful printed publication is a pivotal component of the Previews bespoke marketing program. Within its pages you’ll find the world’s most exquisite villas, chateaus and manor homes for sale showcased alongside luxury lifestyle content. Released in the spring and fall, Homes & Estates reaches approximately 225,000 individuals around the globe through both its print and digital editions. Printed in four-color to the highest standards, this biannual insert is delivered to more than 130,000 subscribers in the most affluent cities of the United States, the United Kingdom, France and China.
Customized Direct Mail
This two-part process with the creation of print pieces that elevate the luxury home buying experience. These flyers, postcards, and brochures provide crucial support to other advertising efforts.
It is important to ensure these pieces land in the hands of buyers who have the financial resources to purchase your home. To that end, Coldwell Banker Previews International has partnered with a firm that provides the highest quality intelligence data about the wealth and lifestyle market. Curating data from over 60 sources, these insights enable your Previews Property Specialist to target prospective homebuyers whose net worth indicates the ability to afford a significant real estate acquisition.
With the media playing such a key role in generating demand for luxury real estate, Coldwell Banker PreviewsInternational has created its own powerful network of public relations professionals to generate buyers leads by securing press placement for your special property, Previews has a history of capturing the finest states oncamera, including television press coverage. Previews properties have been featured on CNN, CNBC, Bloomberg and a host of other TV outlets with strong viewership.
All real estate may have local significance, but luxury real estate also has global influence. This philosophy is the inspiration behind the Previews Luxury Market Report. Released bi-annually and widely covered by national media, the report tracks affluent buying trends, market activity, top cities for luxury home listings and sales and other insights that give clients and sales associates the broader view of the luxury housing landscape.