Coldwell Banker Real Estate
CHALLENGE
Home buyers are demanding smart home technology.
As the Internet of Things (IoT) transforms nearly every aspect of how we live, work and play, nearly 2/3 of real estate agents agreed that buyers today are more interested in homes with smart home features and technology. However, the real estate industry had yet to meaningfully engage with the rapidly growing sector. Recognizing that real estate agents are uniquely positioned to serve as conduits between the tech community and home buyers and sellers, G&S and Coldwell Banker set out to make Coldwell Banker the go-to real estate brand for smart homes.
SOLUTION
We “sold in” the smart home to the real estate industry.
Leveraging its network of 94,000 agents, Coldwell Banker partnered with G&S to launch a multi-year, integrated smart home program to usher in the smart home era.
- Kicked off the campaign with a media blitz during Smart Home Week, releasing the top 25 smart home products for sellers.
- Partnered with the top smart home technology brands, including Nest, Lutron and CNET, to bring a panel of leading technology influencers to major real estate events across the country.
- Issued a joint consumer survey with CNET, securing a cover story on CNET.com about the growth of smart home.
- Sponsored the Smart Home Marketplace at the International Consumer Electronics Show.
- Developed a smart home certification program and a physical smart home staging kit to help Coldwell Banker agents “get smart” and capture the leading edge of the market.
Coldwell Banker became a respected pioneer in the home tech revolution.
Generated 25 partnerships, 1.18B earned media impressions and 3,700+ media placements in three years.
Secured over 100 published articles about the increasing demand for smart home technology among buyers and sellers, with coverage in outlets including NBCNews.com, NPR and The Washington Post.
Drove more than 150,000 visits to smart home content in the first year of the campaign.
Influenced over 3,000 agents to take the smart home certification course in the first eight months.
Became the only real estate brand to utilize Facebook Live at CES 2016, garnering over 60,000 views.