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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

Coldwell Banker Achieves Rebranding Success with Collaborative Social Advertising

Finalist in Real Estate

Objective

Coldwell Banker has shown time and again to be a guiding and ever-lasting force in the real estate industry. The brand’s mission is to “empower their people to leave their mark on the world of real estate.” During the company’s rebrand rollout (code-named Project North Star), Coldwell Banker wanted a social advertising-focused rollout that empowered its agents and drove community connection, all while adhering to and promoting the new brand strategy.

Strategy Goals:

Coldwell Banker engaged Tiger Pistol through their parent company Realogy. Realogy offers Coldwell Banker access to Social Ad Engine, Tiger Pistol’s custom collaborative social advertising integration built on Realogy’s APIs for a white-labeled platform that Coldwell Banker agents could access easily via single sign-on.

Social Ad Engine provides agents with simple tools that allow them to purchase and publish a campaign in under three minutes to drive leads and agent brand awareness. The on-demand solution is mobile optimized and can be accessed, anywhere and anytime by agents.

Strategy

Tiger Pistol’s strategy brought the power of Coldwell Banker's new branding to the local level to allow for agent personalization while continuing to maintain the integrity of the brand. Agent Branding Campaigns were designed to allow agents and brokerages to build local brand awareness and share a voice for themselves/their brokerage.

Social Ad Engine was purpose-built by Tiger Pistol for real estate agents, created to save time with smart automation and to generate real business results with high-performing Facebook and Instagram campaigns. Coldwell Banker provided Tiger Pistol with their rebrand assets so Tiger Pistol could build agent branding campaign templates that allow agents to customize - editing copy where Coldwell Banker allows, selecting images or video assets from the library provided, and defining their targeting. Agents could then access their Social Ad Engine account to browse, select, customize, and publish their desired template. Social Ad Engine helped bring that branding message to the market where it matters; delivering home buying resources on social, where home buyers and sellers are spending their time.

Social Ad Engine’s power lies in the ability for agents to publish high-performing Facebook and Instagram campaigns directly from their own agent-branded Facebook Page. While other real estate marketing platforms support Facebook ads, such ads are usually rudimentary, driving impressions around the listing, with little room for the agent to generate leads or brand themselves. Social Ad Engine leverages the most relevant Facebook Ads Objectives to drive the results that matter, making it easy for the agent to launch the ad with little knowledge of Facebook ads. Additionally, every campaign leverages Social Ad Engine’s best-in-class, automatic A/B testing to ensure agents’ budgets are spent effectively to drive the best outcome.

Through collaborative social advertising, agents are able to reach more potential homebuyers, and Coldwell Banker is able to increase their brand awareness by reaching deeply into local communities. By implementing Social Ad Engine, agents are able to personalize best practice Facebook and Instagram campaigns in less than 3 minutes and track the performance of their campaigns in real time. Promoting with Social Ad Engine also includes Coldwell Banker branded and legally approved Seller Reports to showcase to clients. Through Social Ad Engine, agents spend less time finding clients and more time working with interested homebuyers.

 

Results

Social Ad Engine’s collaborative social advertising approach increased brand awareness, agent awareness, agent website traffic, and lead generation, all while significantly decreasing the cost of advertising and maintaining the integrity of Coldwell Banker’s rebrand. Real estate is a highly competitive industry, with agents moving to new brokerages based on which offers the best tools and products to set them up for success. This makes agent recruitment and retention an industry-wide issue. The platform solves the industry’s agent recruitment and retention problem by offering easy-to-use, technology with support services.

Benefits:

Performance Metrics:

“Social Ad Engine enables us to collaborate with and support our agents like never before. The platform allows our brand to reach into communities through our agents, who understand the distinct dialect of their local neighborhoods.”

- CMO, Coldwell Banker

Media

Produced by

Tiger Pistol, Coldwell Banker

Entry Credits

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