September 8, 2023
In Their Own Words – Agents Tell the CB Story
All real estate brokerages try to put their own spin on the same claim – they support agents with technology, marketing and education better than anyone else. With our client, Coldwell Banker Realty, that point is actual, factual and proven every single day.
How does the company set itself apart? By finding compelling ways to share its story. About its dedication to solving the problems that keep agents up at night – more than any other brokerage out there.
In 2020 The Studio launched a campaign designed to rise above the noise with a loud and clear message: What Coldwell Banker Realty has to offer makes such a significant impact on agents’ business, it’s worth the disruption of moving from another brokerage. This recruiting campaign featured video testimonials of top-producing agents sharing their personal take on how they’ve used company products and programs to propel their success. These firsthand accounts vividly demonstrated that Coldwell Banker really listens to agents’ needs and pain points, and delivers tools that solve their problems.
The testimonials focused primarily on Listing Concierge, a game-changing Coldwell Banker product that quickly, easily and inexpensively provides agents with professional property marketing materials that help them win more listings, demonstrate to clients that they’re worth their commission and result in referrals and additional listings.
We took a straightforward approach to the filming. Agents were asked a few simple questions, and we just let them talk. Their testimonials spoke volumes: Listing Concierge is “epic,” “a life-changer,” “unmatched” and has elevated their business, helping them “win every listing,” “earn higher commissions” and “save time.” They also applauded the excellent customer service that Team Listing Concierge (TLC) provides for “an affordable price,” how the program “makes [them] look good” and why the brokerage is “better than any company [they’ve] been with.”
Asking these superstar agents to help tell the story made perfect sense. According to Referral Candy, word of mouth promotion is the most trusted form of marketing, with 86% of consumers relying on reviews and recommendations. With this in mind, eBlasts containing the videos were sent throughout the year to drive agents to the recruiting website and were provided to branch managers for use in their own recruiting efforts. We also created social media ads with the videos to target recruits online, posted the videos on the company’s YouTube channels and featured them on the recruiting website. In short, we got the word out! Added bonus? Those top-producing agents who were spotlighted in the videos were thrilled to be featured and recognized out of 50,000 Coldwell Banker Realty agents nationwide.
This powerful recruiting campaign drove far more traffic to the recruiting website than in previous months and helped build interest among recruits in an amazing, award-winning program – Listing Concierge. Although a lot of different factors were at play in successfully recruiting 16,055 agents in 2020, that’s certainly due, in part, to this campaign. It was smart to communicate all the company has to offer in this way – in the words of those who are most affected by the mission of helping agents live exceptional lives. And it’s a story worth sharing.