By Natalie Terchek
Coldwell Banker Real Estate unveiled its new national television commercial, “We Believe,” which continues the brand’s “Value of a Home” advertising campaign from last spring. The commercial debuted February 10th on the 55th annual Grammy Awards, but Coldwell Banker offered a “sneak peek” of the ad on their Facebook page and YouTube channel last week.
Coldwell Banker Develops a “Blue Carpet” Strategy
The commercial is a part of Coldwell Banker’s “Blue Carpet” media buy strategy, which is focusing on airing these commercials during top award shows and high-profile television events throughout the year. Some of these appearances will include the Oscar Awards, Macy’s 4th of July Fireworks Spectacular, Christmas in Rockefeller Center and ESPN’s Baseball Tonight.
“We have used other strategies in the past, but believe this is a unique way to convey our message to a large audience of all demographics,” Fran Broude, President and COO of Coldwell Banker Residential Brokerage, said.
Coldwell Banker is not the first real estate company to use the “Blue Carpet” strategy–Century 21 aired a new advertisement during the Super Bowl this year, after last year’s spot proved to be successful. Broude is confident the “We Believe” ad will achieve that same success.
“With a real estate market that continues to improve, we thought the ‘Blue Carpet’ strategy was the perfect way to build momentum before the spring home-buying season, catching both buyers and sellers in the beginning of the decision making process,” she said.
“We Believe” Expresses Coldwell Banker Message
The TV spot illustrates the “magical” moments and memories built in a home, from “building forts from the sofa cushions” to “Friday-night sleepovers and Sunday morning sleep-ins.” The appropriately-named Top 10 Billboard hit song, “Home” by American Idol winner, Phillip Phillips, plays in the background.
The commercial also features a narration by Emmy and Golden Globe recipient, Tom Selleck, whose father retired as an Executive Vice President of Communications for Coldwell Banker (his brother and sister were involved with the business as well).
“We truly do believe in the importance of home,” Michael Fischer, COO of Coldwell Banker Real Estate LLC, said. “It’s not just about buying and selling home; it’s about helping people establish their lives. With this new campaign, we wanted to reinforce and reignite the message of home ownership through a series of shared and insightful moments that make up the very essence of a home.”
While the ad campaign is intended to increase success for Coldwell Banker, Broude hopes it does more than that.
“I hope it will inspire people to really think about why they want a home, who they want to share it with and ultimately let people know how proud we are to be a part of what is probably the most important purchase in their lives,” she said.