SACRAMENTO, Calif. – September 10, 2014 – Coldwell Banker Residential Brokerage, Northern California’s leading real estate services company, announced today that it has launched a comprehensive new digital marketing partnership with KCRA.com that will build on Coldwell Banker’s tech leadership in the local housing market.
The new digital marketing program is part of Coldwell Banker Residential Brokerage’s strategy to rapidly increase its social media marketing and digital advertising presence to appeal to a larger base of affluent and tech-savvy clients in the Sacramento-Tahoe region and throughout Northern California.
Last year, Coldwell Banker Residential Brokerage launched a similar digital marketing partnership with the Sacramento Bee and Comstock’s magazine, which has proven extremely successful. These programs, combined with the company’s overarching digital strategy, helped to generate more than 1.6 million electronic leads to the company’s agents in 2013. That number will undoubtedly grow with the new KCRA.com campaign.
“Our new marketing initiative will help us reach even more qualified buyers and generate valuable exposure for our listings in a very targeted and effective way,” said Kris Vogt, president of Coldwell Banker Residential Brokerage. “This will be a tremendous value to our clients as well as our agents. It will mean more eyeballs on our clients’ listings, which creates a larger buyer pool for their homes when they work with Coldwell Banker Residential Brokerage.”
At the heart of the new initiative, which begins the week of September 16, is an exclusive affiliation with KCRA.com, the news, sports and entertainment program leader in Sacramento, as well as related marketing campaigns on the Google Display Network and on YouTube.
Coldwell Banker Residential Brokerage will be running four home page “takeover ads” on KCRA.com each month, showcasing a mix of company branding ads and Coldwell Banker Previews International luxury home listings that are currently on the market. The move will give Coldwell Banker Residential Brokerage dominant advertising presence on the popular media homepage.
The brand content of the new marketing initiative will focus on Coldwell Banker Residential Brokerage’s new “Love Where You Live” lifestyle campaign, which showcases the beauty, culture and activities of the Sacramento region and reinforces why residents love to call this place home.
Other components of the campaign include monthly video commercials tied to KCRA.com news stories and on YouTube. Those ads will promote the company’s current Previews luxury listings, providing yet another way market properties to a wider audience.
And finally, Coldwell Banker Residential Brokerage will also have the ability to show ads to customers who have previously visited CaliforniaMoves.com, as they visit other sites on the Google Display Network – a technique known as “remarketing.”
In all, the entire marketing campaign is designed to reach more than one million viewers every month and ultimately drive more traffic to the company’s website, its agents and their listings in the Sacramento-Tahoe region.
“Home buyers and sellers rely more on the Internet every day, especially here in Northern California,” said Kacie Ricker, regional vice president of marketing for Coldwell Banker Residential Brokerage. “We have been an industry leader in leveraging technology and the Internet to reach our target market, and this new initiative will only increase our presence as the top brokerage in the digital world.”
Ricker added that the new digital campaign is a much more advanced, progressive way of marketing than traditional avenues.
“In the past the only way to market properties and real estate brokerages was traditional channels like print advertising, direct mail, radio and TV,” she said. “But today we have more options and having the number one real estate company in the greater Sacramento area partner with the number one online news outlet in the region just makes good business sense.”
For more information on Coldwell Banker Residential Brokerage’s digital marketing program please contact the company’s regional marketing department at 925.771.5205.
About Coldwell Banker Residential Brokerage
Coldwell Banker Residential Brokerage is the largest residential real estate brokerage in Northern California and serves the markets from Monterey to Tahoe and nearly every market in between. The company has 57 office locations and more than 3,900 affiliated sales associates throughout Northern California. Last year the company handled 13.5% of all dollar volume sold in Northern California, more than double its nearest competitor. Through its internationally renowned Coldwell Banker Previews® program, Coldwell Banker leads the luxury home market in Northern California, representing more than 22% of all dollar volume sold of properties over $1 million. A subsidiary of Realogy Holdings Corp. (NYSE: RLGY), NRT operates Realogy’s company-owned real estate brokerage offices. For more information please visit www.CaliforniaMoves.com or call 925.771.5285. CalBRE #01908304.
# # #
FOR MORE INFORMATION:
Steve Maita Maita Communications for Coldwell Banker Residential Brokerage