Coldwell Banker Residential Brokerage, the Bay Area’s leading provider of real estate services, announced today that it has launched a comprehensive new digital marketing partnership with KTVU-TV, which includes a campaign running on the Google Display Network, that will build on Coldwell Banker’s tech leadership in the housing industry.
The bold new digital marketing program is part of Coldwell Banker Residential Brokerage’s strategy to rapidly increase its social media marketing and digital advertising presence in order to appeal to a larger base of affluent and tech-savvy clients in Silicon Valley and throughout the Bay Area.
At the heart of the initiative is an exclusive affiliation with KTVU.com, the news, sports and entertainment program leader in the Bay Area, as well as a remarketing campaign running across the Google Display Network. The marketing campaign is designed to reach an additional two million viewers every month and help drive more traffic to the company’s CaliforniaMoves.com website and ultimately to its agents and their listings.
Through its remarketing campaign, Coldwell Banker Residential Brokerage will also have the ability to show ads to customers that have previously visited CaliforniaMoves.com, as they visit other sites on the Google Display Network.
Remarketing has been used by a number of major retailers like Nordstrom to help reconnect them with these potential customers while they browse other websites, encouraging them to return to their site to complete a purchase. Coldwell Banker Residential Brokerage is believed to be one of the first real estate companies to implement remarketing technology.
“Real estate really has been one of the last industries to transition from primarily print to digital marketing despite the fact that consumers rely more on the Internet every day, especially here in the Bay Area,” said Rick Turley, president of Coldwell Banker Residential Brokerage.
“Coldwell Banker Residential Brokerage has been on the leading edge of the real estate industry in leveraging technology and the Internet to reach our target market, and this new initiative will only increase our presence as the leading brokerage in the digital world,” he added. “Our new marketing initiative will help us reach millions more qualified buyers and generate valuable exposure for our listings.”
Kacie Ricker, regional vice president of marketing for Coldwell Banker Residential Brokerage, said the digital marketing program should result in more than 900 million overall impressions this year in Northern California – up from 250 million last year – and drive millions more qualified buyers to view listings on CaliforniaMoves.com.
“With this initiative, we are taking a very targeted and cutting edge approach in our marketing, helping us create valuable connections to our core audience of potential buyers and sellers and showcase our portfolio of extraordinary homes to a far wider audience,” she said.
Ricker stressed that the company is not doing away with print advertising but simply balancing it with more digital channels. In fact, many of Northern California’s newspaper websites will be the beneficiary of the expanded online advertising since their sites are part of the Google Display Network, which will be running the Coldwell Banker ads on partner websites.
The affiliation agreement with KTVU includes a selection of unique HTML5-powered sliding billboards and wallpapers, the newly-released IAB Rising Star sidekick ad and a series of cutting-edge mobile rich media units. These high-impact ads will be running throughout the month on KTVU.com’s home page, news, business and finance, and classified sections, as well as Mobile KTVU and the KTVU Tablet app.
Although the campaign has just begun, it already has been a tremendous success, according to KTVU.com executives.
“The first three days of the campaign alone on KTVU.com resulted in 170,000 viewer impressions and a click-through rate that was more than eight times the industry standard,” said Diane Hayes, the Digital Sales Manager for KTVU.com). “This has been one of the most successful campaigns we’ve seen in more than five years.”