Unique Experiences

Coldwell Banker designed the Previews brand to market its high-end listings and create unique, nationally seen marketing experiences with international exposure – a crucial aspect of the new market. Craig Hogan, previews director for Coldwell Banker Previews in Chicago, embodies those concepts in his role with the brokerage, which he equates to “carrying the flag for the Previews program.”

“My job is to provide the associates with everything they need to make their seller’s offer better than the competition at every level, from the presentations they use, to the marketing opportunities they offer, to the market data, research and beyond,” Hogan says. “I even go with some of our top-tier associates to present with them to our sellers as a team member.”

Such offerings, Hogan explains, do come at an expense – one that is largely subsidized by Coldwell Banker. Digital offerings, for instance, are mostly complimentary, and marketing options at both the local and global level are heavily subsidized.

“We understand,” Hogan says, “that without our agents, we would not be in business; so, when they operate in the high end, we take that journey with them.”

Apart from marketing assistance, it’s Hogan’s responsibility to ensure Coldwell Banker’s agents are authorities on the luxury market’s current state. One particular resource the Previews International program provides is its Luxury Market Report, which studies the micro and macro luxury market, arming agents with highly relevant stats, trends and predictions.

In 2014, Previews’ Luxury Market Report found that in Chicago, luxury agents closed 900 $1 million-plus sales, making it one of the top-performing luxury markets in the country.