When the days are short and mostly dark and dreary, the doldrums have a habit of taking hold. Why not lose yourself in the fantasy that are the magnificent homes hosted by Coldwell Banker’s Global Luxury division?
From actor Kevin Costner’s rentable ranch in Aspen to $85 million Beverly Park home of the Italian Stallion, you’ll get the rare insider look shown to few.
Did you know that Coldwell Banker Fairbairn Realty’s Owner/ Broker, Paul Fairbairn, is a Certified Luxury Property Specialist?
What’s it mean to work with a Global Luxury Certified Agent?
- BRAND POWER
- GLOBAL CONNECTIONS
- A LEADER IN LUXURY
- MARKETING MASTERS
- MARKET EVALUATION
A name that commands instant respect and trust the world over
A Century of “Firsts”
The Coldwell Banker brand has always lived on the cutting edge of luxury, cemented by more than a century of innovation. This pioneering spirt can be traced from San Francisco’s Financial District in 1906, to Manhattan’s prestigious Madison Avenue in 1933 as luxury real estate marketing was revolutionized by capturing fine estate homes on film, to Coldwell Banker’s worldwide presence today as a trailblazer in video, mobile, social media and smart home technology.
In 2020, Coldwell Banker unveiled an exciting change to the Coldwell Banker Global Luxury program – with the much-anticipated debut of a new look. The redesigned and reimagined Coldwell Banker Global Luxury logo elegantly reflects the exceptional nature of the program’s Luxury Property Specialists and our distinguished clientele.
1906 – Two visionaries establish Coldwell Banker of the foundation of ethical business practices in the real estate industry, a first for its time.
1933 – For the first time, prized estates are marketing through motion-picture technology.
2010 – Coldwell Banker Real Estate becomes the first national real estate company to launch a YouTube channel.
2017 – A new era of luxury real estate begins with the Coldwell Banker Global Luxury program (replacing the Coldwell Banker Previews program).
2018 – The Homes & Estates publication wins Gold at the 2018 Astra Awards from New Jersey Communications, Advertising and Marketing Association (NJCAMA).
2020 – Coldwell Banker Global Luxury launches elegant new logo and design style.
2021 – The “Craftsmanship” campaign showcases the exclusive Global Luxury certification process as well as the expertise of the program’s esteemed Luxury Property Specialists.
Crossing oceans, continents and language barriers
Power in Numbers; The Coldwell Banker brand is a true global force, with the power to showcase exceptional properties and reach affluent buyers around the world. Through a master franchise network located in 41 countries, Coldwell Banker offers unmatched services in their local languages. 2,900 offices, 100,000+ agents, 41 countries & territories.
A Leader in Luxury
Exceeding expectations and creating exceptional experiences
Success by the Numbers
Luxury Property Specialists with the Coldwell Banker Global Luxury program, completed over $1 million + sales each day of 2021, had an average sales price of $1 million+, and sold $1 million + in transaction sides.
Landmark Sales and Listings
2014 – PALAZZO D’AMORE Beverly Hills, Listed at $195 million
2016 – PLAYBOY MANSION Holmby Hills, Private sale
2016 – CAROLWOOD DRIVE ESTATE Holmby Hills, Listed at $150 million
2017 – THE MALIBU CASTLE Malibu, Listed at $85 million
2017 – VILLA SWALETTINA Roquebrune Cap-Martin, France, Listed at $84 million
2018 – THE BEVERLY HOUSE Beverly Hills, Listed at $135 million
2019 – THE ONE Bel Air, Listed at $500 million
2019 – CHARTWELL MANSION Los Angeles, Listed at $195 million
2019 – THE BUBBLE PALACE Cannes, France, Listed at $390 million
2019 – THE MANOR Holmby Hills, Sold for $120 million
2020 – DEL MAR ESTATE Newport Coast, Sold for $61 million
2020 – THE PROMONOTORY Beverly Hills, Listed at $46.75 million
2021 – 8 9 STAR ISLAND, Miami Beach, Listed at $80 million
2021 – 901 N. ALPINE Beverly Hills, Listed at $73 million
Setting a new standard by which many of the world’s finest estates are bought and sold
360 Degree Marketing Approach
Coldwell Banker offers an impressive global stage from which to showcase your home. With the Coldwell Banker Global Luxury program, we are truly borderless and come with a complete suite of tools designed to share the beauty of your home with an affluent audience at all times, no matter where they happen to be in the world.
- Print Media
- Public Relations
- Social Media
- Personal Network
- Direct Marketing
Expansive Online Syndication
Finding a discerning buyer for a one-of-a-kind property takes ingenuity – and an expert command of today’s online arena. The Coldwell Banker Global Luxury program has mastered the art of digital marketing, ensuring our luxury property listings are seen by the widest possible audience of qualified buyers. Luxury properties that are marketed through the program will enjoy immediate syndication through a comprehensive network of prominent real estate websites, including WSJ.com, Jamesedition.com, RobbReport.com, UniqueHomes.com and international websites through ListHub Global*. Other syndication sites include; Homes.com, Mansion Global, Unique Homes, HomeFinder.com, PENTA, Barron’s, and MarketWatch. (*JamesEdition, Barron’s, Mansion Global and Penta display properties priced at $1M+. ListHub Global displays properties priced at $2M+.)
Elite International Syndication
The Coldwell Banker Global Luxury program has joined forces with some of the world’s most exclusive and high-performance real estate syndication websites to maximize the global exposure of your luxury home. ListHubGlobal is the largest international real estate advertising network automatically publishing $2 million + property listings to leading real estate sites around the world, such as China’s Anjuke, the United Kingdom’s Properstar UK and India’s 99acres.
116.18 MILLION POTENTIAL BUYERS*
16 LANGUAGE TRANSLATIONS
(*Number is based on approximation due to frequent changes to the syndication).
The Coldwell Banker Global Luxury website connects an affluent audience to some of the world’s finest homes. From golf course properties to wine country estates, the website’s cutting-edge lifestyle search allows potential buyers to select properties according to their passions. Multiple language translations and currency conversion tools also allow international buyers to tailor their user experience. A built-in referral network for Luxury Property Specialists exclusive use links Coldwell Banker Fairbairn Realty agents to other high-end real estate professionals locally and around the world.
Coldwell Banker Global Luxury Blog
The Coldwell Banker Global Luxury blog offers an international look into luxury and style through the eyes of some of today’s leading voices, visionaries and style-setters.
265 THOUSAND+ PAGE VIEWS IN 2021
100 THOUSAND+ AFFLUENT SUBSCRIBERS TO GLOBAL LUXURY CURATED NEWSLETTER
Google Analytics, Jan-Dec 2021
The social media landscape is yet another global stage where the beauty of Coldwell Banker Fairbairn Realty luxury listings may be put on display. Powered by a dedicated and expert social content team, the networks under the Coldwell Banker Global Luxury banner are among the most widely used sites today, delivering a unique perspective on fine living and fine homes all over the world.
284 MILLION+ IMPRESSIONS
17.6 MILLION+ ENGAGEMENTS
8.5 MILLION+ LINK CLICKS FROM SOCIAL TO A COLDWELL BANKER WEBSITE
142 MILLION+ LIFETIME VIDEO VIEWS
Homes & Estates
There is something special about capturing the essence of a property in print. The intricate details, the design, the art, the craftsmanship, the light of a home – all of it lives in a state of permanence through classic storytelling and beautiful photography in Homes & Estates, the proprietary publication of the Coldwell Banker Global Luxury program.
Distributed four times a year and paired with two leading publications, Unique Homes and The Wall Street Journal, Homes & Estates offers stories of lifestyle inspiration in a range of luxury pursuits, including real estate, architecture, design, art, fashion, culture and travel.
Homes & Estates Readership
UNIQUE HOMES/ HOMES & ESTATES / THE WALL STREET JOURNAL
– Total Annual Reach* 2.2 Million
HOMES & ESTATES – 55,000+ PER ISSUE
Direct-mail distribution to the WealthEngine* Demi-Billionaire List of individuals with a minimum net worth of $500 million. Plus, distribution to the top clients of Coldwell Banker Global Luxury agents, and Coldwell Banker Realty offices worldwide.
DIGITAL – 100,000+ PER ISSUE
Digital editions are emailed to a targeted group of affluent consumers and subscribers of the Coldwell Banker Global Luxury blog.
UNIQUE HOMES – 100,000+ PER ISSUE
Homes & Estates magazine is inserted into Unique Homes, which is distributed worldwide and has been published for more than 50 years.
THE WALL STREET JOURNAL – 300,000+ PER ISSUE
Insertion into subscriber copies of the Friday edition of The Wall Street Journal in top ZIP codes in major metropolitan areas.
Combined print and digital publications
Strategic Media Affiliations
From The New York Times to Condé Nast Traveler, the Coldwell Banker Global Luxury®program encompasses a distinguished portfolio of media affiliations to ensure your property’s exposure to affluent readers the world over.
FINANCIAL & NEWS
- FINANCIAL TIMES
- THE DAILY TELEGRAPH
- THE NEW YORK TIMES
- THE WALL STREET JOURNAL
- MANSION GLOBAL
- ELITE TRAVELER
- OCEAN HOME
- ROBB REPORT
- BOAT INTERNATIONAL
- CRUISING WORLD
- SAILING WORLD
- YACHTS & YACHTING
CONDE NAST LUXURY GROUP
- ARCHITECTURAL DIGEST
- BON APPETIT
- CONDE NAST TRAVELER
- GOLF DIGEST
- THE NEW YORKER
- VANITY FAIR
- THE CHRONICLE OF THE HORSE
- EQUESTRIAN LIVING
- HORSE & RIDER
- THE PLAID HORSE
- PRACTICAL HORSEMAN
CITY LIFESTYLE & SPECIFIC INTEREST
- MODERN LUXURY
- THE REAL DEAL
- UNIQUE HOMES
FARM & RANCH
- THE LAND REPORT
- CONDE NAST UK REAL ESTATE
- HONG KONG TATLER
- PROPGOLUXURY SIMPLY ABU DHABI
Guided by the belief that each home has a story to tell, the Coldwell Banker Global Luxury program offers elite clients the opportunity to share their homes’ unique narratives through the media.
As a part of a bespoke marketing plan, Coldwell Banker Fairbairn Realty agents may work closely with regional marketing teams to leverage strategic media relationships in order to showcase luxury listings to the widest possible affluent audience. Harnessing the global influence of these key media players has historically generated exposure for our most notable listings in top-tier outlets such as The Wall Street Journal, Forbes, and CNBC.
With this powerful online marketing platform, Coldwell Banker Fairbairn Realty agents can showcase your extraordinary property to brokers within our company in minutes for great exposure, before it even hits the MLS.
Luxury listings may be registered as part of a weekly preview inviting the area’s top brokers to tour your property for an agreed-upon period of time.
BROKER OPEN HOUSE
To ensure that your property is front and center in the local real estate community, top-performing agents and brokers will be invited to a private reception at your home.
DISTRIBUTION OF MATERIALS
Property marketing materials, including but not limited to postcards, flyers and brochures, will be distributed through the Coldwell Banker Global Luxury network to keep the broker community informed.
The Coldwell Banker Global Luxury program enables Coldwell Banker Fairbairn Realty agents the ability to identify and target the right affluent clientele for your exceptional home. Our relationship with WealthEngine gives our agents access to the largest database of high-net-worth individuals in existence, elevating direct marketing for some of the most exclusive properties to a new level. By curating the data based on lifestyle, interests and net worth, the precise audience of affluent buyers most likely to purchase your home can be targeted.
Our relationship with Supreme Auctions allows us to represent your home with America’s foremost luxury real estate auction firm to crated a sense of urgency to promote buyer interest action. With a stellar reputation and a client satisfaction rating that is second to none, their proprietary accelerated marketing service showcases luxury real estate to qualified buyers to help our agents sell your home expediently at market value.
Coldwell Banker Fairbairn Realty agents believe in using professional-quality photography and videography that portray the architectural integrity and character of a property. We have cultivated relationships with local photographers and videographers who are skilled in the art of capturing the beauty of luxury homes and presenting them in the best possible light to affluent buyers.
Spotlight Marketing Plan
Coldwell Banker Fairbairn Realty agents are proud to deliver exceptional property marketing that is designed to attract attention, showcase luxury properties’ distinctive qualities and help luxury homes sell quickly and for the best price. From targeted marketing to a single-property website, brochure, direct mail and online exposure, we ensure that our luxury listings are uniquely positioned to sell.
- Single-property websites – Professionally designed property website that is viewable on all devices and easily shared via social media
- Property tour – Professionally produced photo slideshow
- Property brochure – Beautiful, professionally printed property brochures to showcase your home
- Targeted online advertising – Geographic targeting technology markets your property directly to local buyers online and on social media
- Neighborhood announcement – Stunning oversized “Just Listed” postcards direct mailed to your neighborhood
- Just listed eFlyer – “Just Listed” announcement eBlast sent to an exclusive list of personal and professional contacts
- Extensive online exposure – Your home will be displayed on the real estate industry’s most visited websites and viewed by potential buyers all over the world
Property Marketing Materials
Even with the rapid embrace of digital media, the modern luxury consumer still appreciates the tactile experience of holding a beautiful brochure or a printed invitation in their hands. Coldwell Banker Fairbairn Realty agents will work closely with our clients to craft a bespoke collection of collateral for our property listings. From direct mail campaigns and open house programs to displays in other local affiliated Coldwell Banker offices, these elements are crucial to marketing luxury properties.
Flyers, postcards, brochures and other custom printed pieces place our luxury properties in the right hands.
Coldwell Banker Fairbairn Realty agents network with leading affiliated agents and affluent clients all over the world. Our clients have privileged access to the exclusive database through targeted email marketing efforts and social media campaigns for the duration of our luxury listings time on the market.
A strategy based on unparalleled expertise and an intimate knowledge of current industry trends
Strategic Pricing Analysis
A strategic pricing analysis, or SPA (also known as a Comparable Market Analysis or CMA), is a report that pulls data from the multiple listing service (MLS) based on buyer and seller activity in the area. Information in a SPA includes:
- High-end properties in the area that recently sold
- High-end properties in the area that failed to sell
- Pending sales in the area
- High-end active listings in the area
Coldwell Banker Fairbairn Realty agents use this information to develop a pricing and positioning strategy that creates a perception of value, makes our listings competitive and generate excitement among buyers.