Thought Bubble

“Home Alone” House Hits the Market

May 17, 2011, 7:20pm posted by Jessica Chen

Coldwell Banker Real Estate, the oldest national real estate brand in the United States with a network of nearly 90,000 sales agents working in approximately 3,300 global offices, is known for some of its spectacular home listings. Recently, CooperKatz partnered with the Chicago office,  its marketing team and the national brand team to publicize a truly iconic property – the home which played a “starring role” in beloved holiday movie, “Home Alone.”

Gauging Real Estate Affordability in America

October 14, 2010, 7:48pm posted by

Real estate trends and prices continue to dominate news headlines, as debates on just where the housing market may be headed rage on. In a move to add further insight (and in many cases, balance) to the conversation, CooperKatz client Coldwell Banker Real Estate debuted a new measure of affordability in the U.S. housing market in late September. The Coldwell Banker Home Listing Report is a snapshot survey of four-bedroom, two-bathroom home listings on coldwellbanker.com between February and August 2010 in nearly 300 U.S. markets and select Canadian markets where Coldwell Banker has a presence.

Content for Consumers AND Media

October 28, 2009, 7:22pm posted by Meredith Topalanchik

This week, Ad Age published a story written by Michael Bush titled, “As Media Market Shrinks, PR Passes Up Reporters, Pitches Directly To Consumers.”  Bush notes in the piece that traditional approaches to public relations are challenged now given ongoing shifts in the media landscape — and that “instead of pitching their stories to reporters, a growing number of marketers are directly engaging consumers through original content they and their agencies are creating.”

Creating original content and sharing it directly with consumers is no doubt a growing trend. But I would also argue that we’re not, in fact, “passing up” reporters in favor of going direct to consumers. What we’re actually doing is using this same fresh, brand-created content to connect with both “audiences!”
 
It’s increasingly difficult to break through the clutter and share ideas with the media. Sure, picking up the phone is still important, but often editors and producers prefer an email pitch. But how many of those do they get a day?  Even the most tailored, appropriate, spot-on story idea for the absolutely ideal reporter may simply not be “heard” above the fray.

Coldwell Banker Home Price Comparison Index Mines Key Affordability Trends

October 07, 2009, 11:19pm posted by Katy Hendricks

Each year, the Coldwell Banker Home Price Comparison Index (HPCI) provides an apples-to-apple comparison of similar 2,200 square foot, four-bedroom, two-and-a-half bath homes in the United States and a sampling of International markets. And each year, a list of the top 10 most affordable and expensive markets is released to the media.

With the U.S. real estate market still very much in recovery mode, CooperKatz worked with Coldwell Banker to identify unique and timely trends from this year’s HPCI data.  One key trend we found is related to a “side effect” of the $8,000 Federal tax credit for first-time homebuyers. In speaking about the impact this tax credit, Coldwell Banker CEO Jim Gillespie has noted that while this has been a helpful stimulus plan for those who have never owned a home, the credit has done little to support or spur on the “move-up buyer” (those who already own a home and may be considering moving or upgrading).  In examining the data from this year’s HPCI, CooperKatz and Coldwell Banker noted that Americans can find a home similar to the sample indexed for the HPCI for under $200,000 in more than 80 U.S. markets across the nation. This is a positive trend for those move-up buyers who, in many markets, might not think they can find a four-bedroom home for this price.  These move-up buyers are, as Gillespie notes, critical to fully rejuvenating the housing industry and the overall U.S. economy.  So this trend became an important part of the HPCI story shared with both “mainstream” and “social” media outlets.

Real (Estate) Opinions: Men vs. Women

August 19, 2009, 12:19am posted by Meredith Topalanchik

Often it can seem like men and women are speaking different languages. But when it comes to buying a home – the biggest purchase that most people will make in their lives – good communication is more essential than ever. To find out how gender might influence the home-buying process, Coldwell Banker Real Estate LLC surveyed 1,000 people to see where men and women diverge in making the big decision.

It turns out that men and women are not so different after all – at least in some ways. For instance, when it comes to taking the lead on major financial decisions, almost 70 percent of respondents said it was actually mutual. And over half of both men and women agreed that a home’s security (or lack thereof) would be a deal-breaker.

But in other areas, men and women weren’t quite so similar. Women seemed more quick to make up their minds when purchasing a home – with a majority saying they knew a house was “the one” the first time they saw it. The majority of female respondents would rather live closer to their extended family than their job, while a majority of men said they’d prefer to live closer to work.

When it comes to deciding what to do with that crucial spare room, men and women agreed on the top three (and most practical) options: a bedroom; an office/study; or a family room/den. But that’s just part of the story. The number of men who wanted to turn that spare room into an entertainment center greatly outweighed the number of women who said the same thing. Maybe it’s called a “man cave” for a reason...

 

Thought Bubble is a space for members of the CooperKatz team to share whatever comes to mind - from news about our company and clients, to insights on the constant evolution of the marketing communications landscape.

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