What began in the tough economic times of the Great Depression, 80 years later is a leader in the sales and marketing of global luxury real estate. Coldwell Banker Previews International celebrated their 80th birthday July 10th, and are more confident than ever of prosperous years to come.
Henderson Talbot, Founder of the magazine Previews, is responsible for this company’s early success. Talbot leveraged his previous experience with Times and Forbes to create a unique marketing campaign that effectively advertised million dollar properties in the mist of a nationwide depression.
He began showcasing luxury homes in Previews, and then utilized recent technological advancements of the film industry to create 5 minute film tours of various estates to qualified buyers. Talbot’s innovative practices extended to the home selling process where he made the sellers responsible for all marketing costs.
In 1980 Coldwell Banker purchased Previews to build upon the strong reputation it had for advertising luxury real estate. They established 3 new principles that they would implement to move the company to the next level:
Specializing in marketing only the most exclusive properties across the globe
Focused training an elite group of agents who focus solely on selling high-end real estate
Publishing and distributing a listing magazine, currently known as Homes & Estates
While the core values created by Henderson Talbot remain intact, Coldwell Banker Previews International employs new strategies to reach maximize exposure across various social platforms.
For example, listings can now be found on the award-winning website of www.coldwellbankerpreviews.com. Their are mobile applications and video portals like Coldwell Banker On Location where they publish thousands of luxurious homes. They are often featured in The Wall Street Journal, Unique Homes and Robb Report Exceptional Properties, and are continuously finding ways to grow in influence.
Their strategies are effective, as evinced in their 2012 statistics, where they sold 16,400 transaction homes priced at or above $1 million. Currently, with the highest priced home in America, Casa Casuarina, under their belt, Coldwell Bankers Previews International knows 80 years is only the foundation of a long lasting legacy.
For more information about Coldwell Banker Previews International or for any real estate questions, contact:
(775)833-6419
(775)342-7756
melanie.stewart@cbselectre.com
http://www.coldwellbankerpreviews.com
HomeFolio Media is a cross-channel communications firm, which provides marketing, advertising and public relations services for top-producing real estate professionals and affiliate businesses who want to target local home owners, buyers and sellers.
We combine the power of a high-quality magazine with proven direct mail strategies, and a content-rich online platform, consciously designed using the latest search engine optimization best practices.
Our goal is to increase our clients’ visibility, enhance their image with prospects, and ultimately, make a positive contribution to their bottom line.
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