Coldwell Banker Residential Brokerage, the Bay Area’s largest provider of real estate services, announced today that it is expanding and enhancing its world-renowned Previews International luxury home marketing program. The changes will build upon the program’s international exposure and increase consumer awareness around the world of Previews International and its marketing capabilities.
One of the most important elements of the expanded program is an increased emphasis on marketing properties in California to the growing number of offshore buyers, particularly in Asia. According to the National Association of Realtors, 26 percent of international buyers purchasing homes in the United States are Asian – creating a need for more extensive marketing to potential buyers in Mainland China and other Asian countries.
The Previews program will market local listings to international buyers through a variety of online and print media, including The Wall Street Journal China (www.cn.wsj.com), which reaches more than 20 million visitors each month, and PropGoLuxury.com, a luxury real estate site targeting affluent Chinese customers.
Agents will also have the opportunity to work with several key websites that syndicate their listings to a global network of the leading property portals in key international markets. Great attention is also being paid to international search engine optimization, and properties can now be found on top Chinese local search engines such as Baidu, Google China, Bing.CN and Yahoo Taiwan. A Previews microsite (www.CBPCalifornia.com) has also been specifically created to allow consumers in China, Russia and the Middle East to search for California homes using their native search engines.
“For a variety of reasons, international buyers are increasingly looking to California and the Bay Area in particular when it comes to luxury real estate,” said Anne Treacy Johnson, regional vice president of marketing for Coldwell Banker Residential Brokerage. “Given the strong international demand for our luxury properties, it’s critical to target and strategically market these homes in countries around the world. Our goal is to put Coldwell Banker Previews International listings in front of the widest possible audience of affluent buyers and do it in the sophisticated style that they prefer.”
The overall look and feel of the Previews International program and its luxury home marketing efforts have also been enhanced. Previews International-branded properties will be easily identified by top professional photography, expertly-designed brochures, and precise copy-writing and marketing elements. Agents will have the opportunity to work with preferred photographers to create the most effective style of luxury photos for brochures, websites and other marketing pieces.
Previews International agents have access to newly redesigned marketing materials, including a new 3D logo, custom virtual postcards used to email listings to potential buyers, image and magazine advertisements, postcards, listing presentations (including versions for iPad and other tablets), property flyers, stationery, and online advertising. The popular Previews International publications Homes & Estates and Previews magazine will also have a new look beginning with their spring editions.
The new Previews Concierge program offers a “white glove” service to Previews International agents prior to going on a luxury home listing appointment. The Coldwell Banker marketing department is available to create custom, expertly designed listing presentations. The team is also on hand to help agents devise a custom marketing plan based on a property’s unique attributes.
“Agents who specialize in marketing luxury homes value the utmost sophistication in their sales and marketing materials,” Johnson said. “Buyers of high-end properties also appreciate seeing these homes presented with the very best professional photography and a clean, polished look and feel. That’s what Previews will continue to offer both here in the U.S. and around the world.”
A new monthly digital newsletter, known as The Luxe Connection, will help to expand communication by sharing Previews International listings between Northern California and Southern California sales associates. This will provide Coldwell Banker Residential Brokerage agents with the opportunity to network and broaden the exposure of their listings with the top Realtors® in the state.
Previews International began in 1933 by Henderson Talbot, an entrepreneur who was one of the first to market real estate nationally and internationally by capturing the essence of some of the most prized real estate homes on film. Since then, with sale associates in 50 countries, the program continues to set the benchmark for luxury real estate marketing around the globe.