Coldwell Banker Global Luxury Marketplace Activation Guide

Coldwell Banker Global Luxury®

MARKETPLACE ACTIVATION

A Strategic Roadmap for Launching and Elevating Luxury Presence

UNLOCK

a New Standard for Activating Luxury in your Marketplace

This guide was created to empower local leadership to confidently and consistently position the Coldwell Banker ® brand and the Coldwell Banker Global Luxury ® program as the undisputed luxury authority in their market. Whether launching a new Coldwell Banker Global Luxury ® office or continuing to elevate an established presence, intentional promotion plays a critical role in strengthening brand credibility, differentiation and visibility across the local market.

This resource ensures that our local leaders are equipped to build a thoughtful foundation for their marketplace campaigns – one rooted in brand alignment, clarity of purpose and a deep understanding of what luxury representation truly requires.

Luxury Activation ROADMAP

TARGET AUDIENCE

Local leaders and key stakeholders responsible for launching or elevating a Coldwell Banker Global Luxury® office presence and driving awareness and adoption across their metros.

MEASURE CAMPAIGN RESULTS

A successful activation delivers:

• Stronger market recognition to position the Coldwell Banker® brand as the consumer’s preferred luxury real estate partner

• Increased agent understanding, engagement and participation with the Coldwell Banker Global Luxury program

• A cohesive, multi-channel marketing campaign with consistent luxury messaging across all touchpoints

• Increased visibility, credibility and recruiting appeal in the luxury market

CURATE YOUR ACTIVATION EXPERIENCE

This guide is designed as a strategic, sequential framework to be executed in phases:

1. Digital Presence Audit and elevate your online footprint (website, social, profiles)

2. Brand Representation Ensure your office reflects Coldwell Banker Global Luxury program standards physically and visually.

3. Internal Communications Align agents with clear messaging, value proposition and expectations.

4. Localization Tailor messaging, imagery and strategy to your local luxury market.

5. Campaign Promotion Launch and sustain marketing across social, email, PR and advertising.

6. Recruiting Activation Leverage Coldwell Banker Global Luxury as a key differentiator to attract top talent.

CORE ACTIVATION REQUIREMENTS VS. RECOMMENDATIONS

Required: Core Activation

• Establish a baseline consumer-facing and in-office brand presence utilizing the Coldwell Banker Global Luxury® program identity standards and materials (Pages 8-9).

• Communicate positioning and talking points to agents (Pages 26-28).

• Execute foundational digital marketing and campaign efforts (Pages 6-7).

Strongly Recommended: High Impact

• Host a launch event or luxury experience (Pages 22-25).

• Run ongoing campaigns across social, email and advertising (Pages 12-13).

• Actively engage agents to amplify messaging through their networks (Pages 14-15).

Optional: Elevated Enhancements

• Advanced localization strategies and custom content (Pages 16-19).

• Expanded PR, partnerships, and community integration (Page 24).

• Additional recruiting campaigns and targeted outreach (Page 18).

Confirm budget for marketing campaigns and events (if relevant) with local leadership (RP, RVP, BM), Events Team, Field Marketing Team and/or Luxury Marketing Team.

This guide is meant to be a starting point. When activated together, the result is a seamless, consistent and compelling approach to luxury promotions – one that enhances market presence and ensures every office launch or elevation reflects the highest standard of the Coldwell Banker Global Luxury brand. Your Global Luxury Marketing Team is a critical partner in bringing this strategy to life, so engage them early to support customization and execution. 5.

Luxury Office Promotion PREPARATION

Establish a polished and unified brand presence that inspires confidence, elevates perception and conveys the prestige associated with the Coldwell Banker Global Luxury® brand.

Complete digital audit of the office to evaluate and elevate its online presence in collaboration with the Luxury Marketing Team.

COLDWELL BANKER ® WEBSITE PROFILES

YELP BUSINESS PAGE

GOOGLE BUSINESS PAGE

You should prioritize establishing, maintaining and regularly updating a dedicated branch website, as a strong digital presence is essential for attracting and converting top luxury recruits. Prospective agents often visit this site to evaluate your leadership, culture and value proposition, making it a powerful professional destination you can promote across email, digital, and print touchpoints. By intentionally adding local market data, office-specific differentiators and testimonials, you clearly demonstrate your local leadership and set your office apart in a meaningful, credible way.

Reference These Model Examples

Elevating Your Social Media Strategy

When your office shows up consistently and intentionally online, you’re not just promoting listings – you’re strengthening relationships, building credibility and shaping the perception of Coldwell Banker Realty in your market. An authentic social presence should be rooted in storytelling, spotlighting the people who make your office special, showcasing the places that define your community and aligning every post with the broader brand mission of guiding people home, empowering success and fostering innovation.

• Recognition, celebration and inclusion matter. Featuring agents, events and achievements builds pride and belonging within your current team.

• Spotlight your community, from neighborhoods to hidden gems. Highlight the way people live, work and play in your community.

• Ideal Range: 3-5 posts per week, with daily Story activity when possible.

• Update Instagram profile highlights to leverage consistent Coldwell Banker Global Luxury® branded highlight covers

• Keep your captions consistent, readable and on-brand:

• Write in active voice (“We’re celebrating,” “Our agents achieved,” etc.).

• Keep sentences short and scannable (ideal for mobile).

• Use emojis strategically to enhance tone, not clutter the message.

• Incorporate line breaks for readability.

• See the full Office Social Media Playbook for more detailed guidance and recommendations to ensure your office is designed to build recognition and trust in the luxury marketplace.

In-Office

BRAND REPRESENTATION

Ensure your office reflects the refinement, tools and resources of the Coldwell Banker Global Luxury ® program. Adequately equip agents to represent the program in their business.

Create a resource center in the office with a stock of materials for agent use. Consider the following:

• Unibind thermal binding machine

• Coldwell Banker Global Luxury branded thermal covers

• Black Box

• Black Box Kit

• Grab and Go Presentations

• Presentation Folders

• Marketing Portfolio Brochure

• The Trend Report

• Mid-Year Report — Coming Summer 2026

• COLDWELLSM Magazine

Implement proper brand logos and signage in your office building. Open a Facilities Request if updates need to be made.

Encourage use of Coldwell Banker Global Luxury ® branded merchandise among agents and staff. Visit the Global Luxury Boutique at ColdwellBankerStore.com

Local leaders: Reference the following recruiting materials to refresh and master your luxury pitch, ensuring you can articulate the program value and boost brand representation.

• Coldwell Banker Global Luxury Recruiting Presentation

• Coldwell Banker Global Luxury Recruiting Activation Guide

• Coldwell Banker Global Luxury Presentation Talking Points

• Coldwell Banker Global Luxury Recruiting Video Resources

• Sample Agent Branding Lookbook

Build Your LUXURY CAMPAIGN

A sustained and coordinated approach – before launch, at launch, and well beyond – helps create a stronger, more recognizable market presence. Managers are encouraged to use these resources as the foundation for their promotional efforts and to work closely with their Luxury Marketing Team for market-specific guidance or customization.

Agent engagement is another essential component of successful office promotion. When agents share the story of the office and its Coldwell Banker Global Luxury ® affiliation through their own networks, they expand the reach of the campaign and add authenticity to the message. Encouraging agents to participate across social platforms, email, client communications, personal marketing and community connections can significantly amplify visibility and interest. Using approved assets and messaging ensures that every touchpoint contributes to a consistent, elevated expression of the brand.

Marketing & Advertising Assets

Maintain a cohesive, luxury-forward visual identity by using consistent font hierarchy, refined graphics, quality textures and subtle, uncluttered logo placement. Prioritize high-quality imagery with uniform lighting, color and composition, avoiding busy layouts or gimmicky elements. Every post should feel intentional and polished, balancing brand consistency with authentic moments that reflect your local office’s personality.

Consistent visibility builds momentum and awareness, and reinforces the value of the Coldwell Banker Global Luxury® brand.

Now Available CAMPAIGN ASSETS

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Promotional Strategies & CAMPAIGN MOMENTUM

Maintaining momentum and visibility to attract clients and reinforce your market presence is key. Run ongoing campaigns and leverage digital assets to ensure that excitement translates into long-term engagement and business growth.

Incorporate a luxury-focused segment within every office meeting.

• Consider including program updates, local market updates, luxury trends, upcoming events and more.

• Leverage Coldwell Banker Global Luxury® branded Powerpoint slide templates

Share monthly Coldwell Banker Global Luxury® eNewsletter with all agents.

Run ongoing campaigns and leverage digital assets to ensure that excitement translates into long-term engagement and business growth.

Coordinate office social media takeovers. Provide agents with campaign assets to be shared simultaneously.

Publish consistently across social media channels.

• Browse library of branded social media assets.

• Ensure that your office voice feels elevated yet relatable. Sophisticated without being exclusive, using clear, conversational language.

• Tone is the emotional flavor of your message. It shifts slightly depending on the post’s purpose:

Agent Recognition/Culture: Warm, appreciative, proud

Recruiting/Leadership: Confident, empowering, visionary

Community/Events: Friendly, local, engaging

Listing or Luxury Content: Elegant, inviting, aspirational

• Share luxury listings regularly, leveraging video tours as much as possible.

• Post monthly market updates.

Coordinate office social media takeovers quarterly or bi-annually, during which all agents post a provided campaign asset to their sphere simultaneously.

Run regular advertising for a local audience.

• Options for consideration: Banner ads, Google ads, local print publications, flyers for local businesses, social media, etc.

• Consider seasonal campaigns.

Activate a recruiting campaign to local recruits, from branch leaders, focused on our luxury expertise. Consider agent-facing publications in addition to digital outlets.

• See Recruiting Talking Points

• Find social media assets in Marketing Center

• Reference recruiting ad templates.

Share property and prospecting marketing templates with agents for continued use and additional brand recognition.

• Leverage templates for client-facing mailers, social media posts and ads.

Advanced LOCALIZATION TACTICS

Localizing promotional efforts allows an office or affiliated agent to make the Coldwell Banker Global Luxury® brand more resonant and impactful within a specific marketplace. While the strength of the program comes from its globally recognized identity and elevated positioning, tailoring the messaging, imagery, channels and outreach to reflect local audiences, market dynamics and community nuances helps bring that brand promise to life.

This section includes our recommendations for how you can tailor the provided marketing materials and messaging to resonate more closely with your local marketplace.

Boutique

Attention

YOUR HOME. neighborhood.

93,000+

Agents 2,600 Offices

Luxury Lives Here

Where Luxury Finds Its Audience

From MIAMI to MONACO From DALLAS to DUBAI

Consumer-Facing Tactics

Next

93,000+ Agents

Consumer-facing messaging should highlight how the brand is represented within the local market – connecting the prestige of the broader program with the expertise, insights and lifestyle understanding that matter most to buyers and sellers in that area. Localized efforts may include:

2,600 Offices

Curating the location of office listings that are featured in regular social media posts or ads to be in the more immediate geographic area of the office.

Luxury Lives Here

Featuring neighborhood-specific imagery, landmarks, architecture, or lifestyle moments (see next page)

Referencing market-relevant property types, buyer profile or lifestyle attributes

Incorporating community distinctions such as waterfront living, equestrian estates, historic homes, golf communities, urban luxury, resort living or new development, as applicable

Highlighting local events, sponsorships or community touchpoints where the office has a visible luxury presence

Tailoring digital and social messaging to reflect seasonal market moments, local trends or regionally relevant opportunities

Recruiting-Focused Tactics

Recruiting-focused messaging should emphasize the value of joining a Coldwell Banker Global Luxury® affiliated office in a specific market – showing prospective agents how the brand, tools and office presence can support their business growth locally.

Localized efforts may include:

Leveraging iProspect contact lists of hyper-local recruits for targeted digital advertising campaigns

Referencing the office’s reputation, market footprint or visibility within the local luxury landscape

Highlighting local networking opportunities, community affiliations or events that may appeal to prospective agents

Showcasing office-specific strengths such as leadership support, marketing resources, regional visibility or access to local luxury inventory

Positioning the office as an opportunity for agents to align with a recognizable luxury identity while building deeper roots in the market they serve

Tailoring recruitment messaging to the realities of the local agent audience, including market growth, competitive conditions or demand for elevated branding and support

Image Collections

A curated image gallery is available for use, featuring photography aligned with your campaign and local market aesthetic. These assets can be used as a starting point to create a market - relevant and cohesive luxury experience. Contact your local Global Luxury Marketing Team for use in customization.

0

Local Leadership ACTIVATION SUMMARY

PHASE

DIGITAL PRESENCE

RESOURCES LEADER ACTIONS

• Office Website Template

• Office Social Media Playbook

1

2

BRAND REPRESENTATION

• Coldwell Banker Global Luxury® Resource Recommendations

• Talking Points

3

INTERNAL COMMUNICATIONS

• Talking Points

• Email Copy/Templates

• SMIB Presentation Deck

LOCALIZATION

• Localization Messaging Suggestions

• Curated Image Collections

• Review Activation Guide

• Connect and align with your Field/Luxury Marketing Teams for support

• Audit office presence online

• Refine or create various profiles for a strong online presence

• Make sure your office properly represents the Coldwell Banker Global Luxury program

• Build a resource center

• Memorize the Coldwell Banker Global Luxury value proposition

• Announce campaign at office meetings and via email

• Build excitement

• Present talking points and value to agents

• Confirm campaign budget

• Review suggestions and resources to establish all the best ways to localize your campaign efforts.

• Consider having a hyper-local market photo shoot executed, if applicable

4

CAMPAIGN PROMOTION

• Social Media, Advertising, Email and Print Asset Templates

• PR Talking Points

• Publish ads in various media/outlets

• Post promotions on social media

• Request PR

• Maintain consistency with all marketing efforts after campaign launch

5 ELEVATED RECRUTITING

• Recruiting Ad Templates

• Talking Points

• Recruiting Resources

• Enhance recruiting creative and messaging using new campaign strategy

• Leverage the Coldwell Banker Global Luxury Recruiting Bundle and Activation Guide

• Maintain consistency with all recruiting efforts

New Office LAUNCH CAMPAIGN

If launching a new Coldwell Banker Global Luxury ® office, be intentional about establishing a strong brand presence in the local marketplace. A well-planned launch campaign helps quickly elevate the Coldwell Banker ® brand across the region, strengthen credibility at every price point, and give agents added confidence with their clients.

Consider the following tactics to maximize your efforts in promoting a luxury office launch.

Internal Announcement

EMAIL BLAST

• Training invitation and agenda

• Reminder emails/countdown

• Compliance details

• Toolkit details

SALES MEETING PRESENTATION

• Leadership talking points and FAQ (See pages 26-28)

Event Coordination

A launch event is a strategic opportunity to position your office as a premier destination for luxury real estate. Beyond celebration, it serves as a platform to reinforce brand identity, cultivate relationships and generate market buzz.

• Confirm budget with local leadership (RP, RVP, BM), Events Team, Field Marketing Team and/or Luxury Marketing Team.

• Consider a special draw (i.e., guest speakers/attendees, giveaways, swag bags).

• Hire professional photographer/videographer or ensure staff captures ample coverage of the event.

• Reference our Coldwell Banker Global Luxury® Event Playbook

Teaser Promotions

• Consider local advertising to tease office launch in banner ads, Google ads, local print publications, flyers for local businesses, on social media, etc.

• Leverage geo-targeting where possible.

• Send Save-the-Date emails.

• Consider distributing to national and regional leadership, Coldwell Banker Global Luxury® team, office agents, surrounding office agents, recruits, local businesses and neighbors.

• Browse available brand template assets.

Formal Communications

DIRECT EVENT INVITATIONS

Browse available email headers, social media assets, PPT slides, mailers and flyers.

• Distribute to the established group from Save-the-Date email blast.

• Collect RSVPs.

EVENT PROMOTIONS

• Build off teaser promotions, leveraging the provided marketing and advertising assets.

• Consider running geo-targeted digital ads to build anticipation.

• Include countdown to event on social media and post behind-the-scenes content.

PRESS & PR SUPPORT

Public relations plays a key role in building excitement and increasing visibility for your Coldwell Banker Global Luxury® office launch. Effective PR helps you easily share the news within your community, reinforces the prestige of the brand and positions your new office as a noteworthy addition to the local luxury market.

For any press opportunities, media outreach or questions related to public relations, please work directly with our PR team. The public relations team will ensure all messaging aligns with Coldwell Banker Global Luxury standards and supports a cohesive national narrative.

When speaking with media, you may find these sample interview talking points helpful:

“The Coldwell Banker Global Luxury program represents the highest level of service, marketing and expertise within the brand.”

“This new Coldwell Banker Global Luxury office will allow us to better serve affluent clients and showcase exceptional properties in the region.”

“Our focus is on elevating the client experience through premier marketing, trusted advisors and a worldwide network of luxury specialists.”

“This launch reflects the ongoing growth and demand for luxury real estate services in our market.”

Event Execution & Follow-Up

• Share live updates on social media from the event, including behind-the-scenes content.

• Follow-up communications:

• Send thank-you emails or cards after the event

• Share photo and video coverage with agents

• Share event recap on social media and consider paid advertising (example: an advertorial) through our luxury media partners or local publications.

• Encourage agents to tag the office in their office launch event posts or collaborate on Instagram for extended reach.

• Continue running ads targeting luxury neighborhoods focused on expertise and seasonal campaigns.

• Request post-event PR support

Agent Communications & FAQ

Begin by preparing thoughtful internal communications for agents and staff, positioning this step as a critical foundation for the broader initiative. This is an important opportunity to reintroduce and elevate understanding of the Coldwell Banker Global Luxury® program while clearly articulating the vision, strategy and value behind the luxury campaign.

Incorporate talking points to reinforce the following:

• Initiative overview

• What Coldwell Banker Global Luxury is and training opportunities

• Key benefits to affiliated agents and clients

• How the office is participating

• Compliance details including approved brand language and positioning

Sample Talking Points:

1. Why We’re Opening or Promoting a Coldwell Banker Global Luxury Office

“The goal is not to make every agent a Coldwell Banker Global Luxury agent, and our office will continue serving all price points.”

“The purpose is to strengthen the Coldwell Banker® presence in the luxury market in [location] to grow both mass-market and high-end business as market demand evolves.”

2. What This Means for All Agents

“All agents regardless of certification can use the new office space.”

“Agents do not need to be Coldwell Banker Global Luxury certified to:

• Work from the office

• Meet clients

• Use the workspace or amenities”

“The certification allows agents to use Coldwell Banker Global Luxury® branding for personal marketing, while all agents may use it for listings above local luxury thresholds.”

3. Why [Location] Was Chosen

“[Location] is one of the most desirable luxury markets in our region.”

“Its location offers high visibility, strong luxury demographics and close proximity to multiple luxury neighborhoods.”

“While other office locations also have a desirable luxury market, the office itself also offers:

• Exceptional aesthetics

• Ideal layout for luxury client experiences

• Ample, elegant meeting space

• Modern facilities that reflect Coldwell Banker Global Luxury® brand standards”

“The office placement is a strategic investment, not an exclusionary one.”

“[Location] is the flagship hub, not the exclusive source of luxury business.”

“The Coldwell Banker Global Luxury office is being positioned to draw luxury traffic for everyone, not absorb luxury business away from other Coldwell Banker offices.”

4. How This Impacts Non-Luxury Agents

“This office simply provides:

• A premium workspace

• Additional marketing bragging rights

• Enhanced consumer perception of the overall brand”

4. How This Impacts All Agents (Not Just Luxury Agents)

“Every Coldwell Banker® affiliated agent can now say:

• Coldwell Banker [DBA] is #1 in market share in [Location] and #1 in luxury, in fact, we just opened a dedicated Coldwell Banker Global Luxury® real estate office in [Location].”

“This office elevates the entire brand in the region, helping every agent gain credibility with clients.”

“A strong luxury presence strengthens our brand reputation across every price point.”

5. Luxury Certification Rules Remain the Same

“Agents only use Coldwell Banker Global Luxury branding if:

• They personally hold the certification, or

• They have a listing above the luxury price threshold.”

“Otherwise, agents should continue to use the standard Coldwell Banker® branding.”

Additional Talking Points You Can Use

“This office is a brand elevation tool, not a business limitation.”

“Having a dedicated Coldwell Banker Global Luxury office strengthens all of our agents’ value proposition.”

“Luxury strengthens the entire brand just like our overall volume strengthens luxury.”

“This aligns us with the Coldwell Banker brand’s national strategy of leading in both luxury and traditional market share.”

“The goal is growth. Market share growth. Agent opportunity growth. And brand strength growth.”

“With the Coldwell Banker Global Luxury program behind you, and the office, agents bring a distinct advantage--one that leads to greater exposure, stronger offers and better outcomes.”

Christina Larsen Luxury Marketing Manager FL, Mid-Atlantic, Carolinas, Atlanta christina.larsen@cbhome.com

Meredith Shuhandler Luxury Marketing Specialist AZ, CO, UT meredith.shuhandler@cbhome.com

Kristal Docter Director Luxury Marketing West Region kristal.docter@cbhome.com

Tori Schiff Luxury Marketing Manager CT, NY, NJ, Philadelphia/Central PA tori.schiff@cbhome.com

Mikaela Wright Luxury Marketing Specialist HI, Northern CA, OR, WA mikaela.wright@cbhome.com

Alyssa Mahoney Luxury Marketing Manager AZ, CO, Southern CA, UT alyssa.mahoney@cbhome.com

Morgan Duersch Luxury Marketing Manager MN, OH, Pittsburgh, St. Louis morgan.duersch@cbhome.com

Emilee Kaplan Luxury Marketing Specialist FL, Mid-Atlantic, Carolinas, Atlanta emilee.kaplan@cbhome.com

Mandi Forbeck

Luxury Marketing Manager HI, Northern CA, OR, WA mandi.forbeck@cbhome.com

Kathleen Henneberry Luxury Marketing Manager Il, IN, MI, TX, WI kathleen.henneberry@cbexchange.com

Callie Galilea

Luxury Marketing Specialist NY, NJ, PA, OH, MN, St. Louis callie.galilea@cbhome.com