August 17, 2020 | In the News
COLDWELL BANKER REALTY AGENTS WHO USE LISTING CONCIERGE ARE TWICE AS PRODUCTIVE
Proprietary real estate marketing program boosts average home sale price
MADISON, N.J. (Aug. 10, 2020) – Coldwell Banker Realty, Realogy’s company-owned Coldwell Banker® branded offices, has boosted agent productivity and listing performance this year via the proprietary Listing Concierge marketing program. This has been a continual trend since the program’s national launch to the Coldwell Banker company-owned offices in late 2019.
Listing Concierge is a comprehensive marketing program that marries automated online tools with personalized white-glove service.
Based on Coldwell Banker Realty Listing Concierge usage data reported through May 31, 2020, affiliated agents who utilize Listing Concierge are twice as productive as affiliated agents who do not use the program. Listings entered into the program close with a 2.6% higher commission dollar. On average, Coldwell Banker Realty agents who use Listing Concierge earn $519 more in gross commission income, on average. Coldwell Banker Realty data shows that 31% of individual agents and 38% of agent teams that sold homes in 2020 used Listing Concierge.
Coldwell Banker Realty listings that use Listing Concierge sell 35% closer to list price than those that do not. They also close with a 1% higher sale price; based on a national average sale price of $539,682 for homes sold through Coldwell Banker Realty, this equates to an additional $5,300 in sellers’ pockets.
With the continual success of the platform, the company plans to release Listing Concierge to the Coldwell Banker broker/owner network nationwide in 2021.
“From the moment it debuted in select markets in late 2018, it has been clear that Listing Concierge adds significant value for Coldwell Banker Realty agents and their clients. We’ve assembled the best in-house team to develop a product that leverages our marketing power as a national real estate brand, and to provide first-class support to those agents and properties who take advantage of the program,” said M. Ryan Gorman, president and CEO of Coldwell Banker.
Utilizing an intuitive platform, agents can easily complete customized marketing materials prior to a home entering the market. A highly trained Listing Concierge marketing specialist then partners with the agent throughout the life of the listing, helping them to build an effective campaign to sell the property. The entire process is simplified and expedited to meet a busy agent’s needs. Listing Concierge packages include a mix of professional photography, digital and printed brochures and marketing materials, websites, print and television advertising, video marketing, targeted social media advertising, and much more.