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I N T RODUC T I O N Over the coming months and years, the name Coldwell Banker Vanguard Global Luxury will be synonymous with the very essence of luxury. This will happen by result of clearly defined strategies and an unrelenting commitment to excellence. We will not lower our standards or compromise our vision by reacting to what competitors are doing. When it comes to luxury real estate, we are the trendsetters. The process of charting a new course has already begun. Welcome aboard! Phase One of the journey forward is defined in this program overview.
W H AT T H I S D O C U M E N T I N C L U DE S Some of the most remarkable luxury homes in the world feature large pillars designed to create a grand, breathtaking entrance into the dwelling. Pillars are noted for their beauty, but they also provide weight-bearing support for the structure. Coldwell Banker Vanguard Global Luxury is established upon carefully developed strategic pillars created to differentiate, strengthen, and propel the success of the program and participating agents. This document provides a clear overview of each pillar and the details you need to know.
GLOBAL LUXURY CRITERIA Distinguish Coldwell Banker Vanguard Global Luxury as an elite luxury brand by adhering to uncompromised standards and criteria that apply to qualifying agents, properties, marketing, and advertising.
G L OB A L L U X U RY AGE N T C E RT I F I C AT I O N Existing Certification: Agents who currently have a luxury certification under the old Previews program are grandfathered into the new Global Luxury program for life. No further certification classes or renewal processes are required. New Certifications: Agents without a preexisting luxury certification can qualify for certification training by closing at least four luxury sides that meet the price and quality criteria within a 24-month period. The certification process has been outsourced by Coldwell Banker to the industry leader of luxury certification, the Institute of Luxury Home Marketing. Qualifying agents will receive an invitation from the institute for an opportunity to participate in the next scheduled training. Luxury certification gives agents the opportunity to use the title “Coldwell Banker Vanguard Global Luxury Property Specialist� as part of their branding, marketing, and advertising. However, even without being luxury certified, agents may submit properties for approval into the program and take advantage of the marketing materials supplied through Coldwell Banker by Xpressdocs.
G L OB A L L U X U RY P ROP E RT Y L I S T I N G S To achieve Global Luxury listing status, properties must qualify based on price and quality. The following criteria must be met. Price Pricing is the beginning criteria that determines if a property can be submitted for further review, but price alone does not guarantee approval into the program. Global Luxury pricing thresholds are calculated based on the top 10 percent for each Zip code. The calculations are determined by sales data from NEFMLS and SAGMLS. A comprehensive list of Zip codes and prices is located on CB Exchange/Global Luxury.
Quality For a listing to qualify for Global Luxury status, it must meet the criteria for both price and quality. These quality guidelines must be met. • The site must be distinctive and soughtafter. Distinguishing features may include views, waterfront, equestrian, or golf property. • The exterior and grounds must be well presented and impeccably maintained. • The interior must be elegantly appointed with contemporary design and décor. • The property must be considered highly desirable, including its location, address, size, and amenities.
G L OB A L L U X U RY P ROP E RT Y L I S T I N G S - C o nt i nu e d
Types of Global Luxury Properties While single-family residences and condos are the most common properties to be considered for Global Luxury status, the following other property types may be considered: Land and Development • The property must be view, waterfront, golf, or equestrian. • Prospective buyers must be able to access the property, the view or waterfront, and the property must have road access. • The property must have either sewer available, septic system already installed or, at the least, a perc test on record. • Photos should not make visible any structure on the property unless it meets Global Luxury standards. • Pricing thresholds for land and development opportunities will be reviewed on a case-bycase basis. New Construction • New construction listings must meet the luxury price threshold for their Zip codes. • New construction listings must include a high-quality rendering, a floor plan, and a complete list of specified materials and finishes.
Approval Process If a property is believed to meet both the price and quality standards, it may be submitted to your DMD with comps, if appropriate, for review. Please always get your listing qualified as Global Luxury before committing to your seller. The quality of each property will be determined and approved by the DMD for each Resource Center. The DMD will assess each property based on the qualities detailed above, including architecture that is distinctive, attractive, and cohesive conditions that are excellent inside and out, including landscaping and interiors. The DMD will take into consideration photos, site maps, and market areas. The listing agent(s) may be asked to submit additional information as needed.
Application Process To register a property as Global Luxury, please follow the steps below: 1. Fill out the Global Luxury Property Registration Form located on Connect U/ Corporate Forms/Global Luxury. 2. Submit the application to your DMD for evaluation and signature approval. If the property qualifies, move to the next step. 3. Submit the application form with signatures to concierge@cbvfl.com. 4. Concierge Services will add the approved property to the CBGL list making it eligible for CBVGL photography and marketing materials.
GLOBA L LU XU RY M A R K ET I NG & A DV ERT ISI NG Together we have the power to differentiate Coldwell Banker Vanguard Global Luxury far above the competition by consistently using only the highest quality advertising and marketing. Agents with Global Luxury listings are required to uphold the following brand responsibilities: Advertising Artwork for all paid advertisements (print and digital) must be submitted to concierge@cbvfl.com for review prior to release by agents and/or branches. Please allow two business days for review. If the artwork does not meet the standard of excellence of the brand, the marketing team will provide creative support. Please consider the following criteria prior to submitting artwork: • Images are professional, high-quality, and impactful. • Sound design elements are used with respect to spacing, font size, texture, colors, lines, and shapes. • The piece stands on its own in representing the values of quality, excellence, and luxury. • Includes current CBV disclaimer and partner logos. Marketing Marketing and sales materials used to promote listings require approval. Please adhere to the following standards: • Use only sponsored Coldwell Banker Vanguard Global Luxury logos. • Use only sponsored Coldwell Banker Vanguard Global Luxury property signs.
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GLOBAL LUXURY POWER TOOLS Elevate the effectiveness of agents and differentiate the brand from competitors with an exquisite repertoire of new sales and marketing resources that capture the imagination of the luxury market.
CBGL Sign The new Global Luxury signs adhere to the sign ordinances for most counties and cities. However, should the CBGL sign fall outside requirements of a community, the community signage with CBGL logos may be used. Sign Costs Agents with active Previews listings on the market may choose to replace their Previews sign with a new sign. CBV will provide our standard “arm sign posts� for listings that are accepted into the program and can use our standard CBGL sign. Agents are responsible to have their own blanks in the format approved by CBV or for the entire sign if it is a non-standard community sign.
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S A L E S & M A R K E T I N G M AT E R I A L S Coldwell Banker Vanguard Global Luxury comes with a complete suite of customizable marketing and sales collateral. Current items ready for order include: business cards, letterhead, envelopes, property brochures, seller books, e-cards, and notecards. Other materials may be available through CB on Xpressdocs.
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CBVGL Property Brochures Beautiful, custom 16-20 page brochures are created for each CBVGL listing. These high-end brochures are full-bleed with covers printed on our unique CBV stipple paper; ensuring professional representation of CBVGL agents and their properties. Beautiful in print, but versatile enough to add additional marketing opportunities. The TRUE value of CBV property marketing: • High-end brochures can be transformed into electronic on-line publications. • Publications can be sent out electronically to your sphere. • Publications can easily be shared on social media. • Publications can be sent to area Luxury Agents who have high-end buyers.
PRESENTING 1836 COMMODORE POINT DRIVE
Spacious family room with fireplace is perfect for family gatherings.
Cozy sitting area sits adjacent to spacious gourmet kitchen, with large windows overlooking backyard.
GLOBAL LUXURY CREATIVE SUPPORT Maximize every listing opportunity by assisting global luxury agents across the enterprise with custom, agency-quality sales, marketing, and advertising creative support.
Your Creative Team Just like luxury properties themselves, doing business in the luxury space requires another level of quality in every detail. Developing advertising and marketing assets is no exception. Sellers expect the very best, so we are providing the very best creative support. Global Luxury agents are encouraged to take advantage of the cost-effective creative support available through Concierge Services Global Luxury Suite. How to order: • Initiate the process by contacting Concierge@cbvfl.com to set up a consultation. • Concierge Service will review the project and provide no-cost consultation. • CS will provide a project timeline and cost estimate to the CBVGL agent in the form of a proposal. • Creative costs will be $50 an hour with additional fees charged for image licensing, if required. • Each project will include up to 3 proofs with changes.
GLOBAL LUXURY NETWORKING Create opportunities for agents to foster meaningful relationships that promote discovery, growth, inspiration, and professional mentoring through ongoing sponsored networking events.
Everyone’s Invited Networking events will be available to support the professional development of every agent in the company. These events are not limited to the luxury certified agent only. Each networking opportunity will feature a top-notch speaker and be held at beautiful and convenient locations. Topics will include: • Focusing on upscale products • Construction • Amenities • Interior design
PROGRAM BENEFITS Coldwell Banker Vanguard Global Luxury provides exclusive opportunities to elevate business with a tailored program focused on the needs of the most affluent clients in the luxury market. The program offers unique signage, brilliant marketing, specialty advertising, and much more.
CBVGL Includes: • Listings showcased on Global Luxury website. • Global Luxury logo featured on website listing through CBGL. • Eligibility to incorporate Global Luxury logo in all property marketing initiatives. • Electronic brochure distribution to Luxury Agents. • Access to beautifully designed Global Luxury branded marketing materials. • Discounted rate for custom, agency-quality creative support. Exclusive Marketing Materials • Business Cards • Letterhead • Envelopes • Listing Brochures • Listing Books • And more... Advertising • Local and national brand exposure • Digital and traditional media • Affluent market targeting
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OTHER BENEF I TS ListHub Global Automatic syndication for listings starting at one million dollars to over 70 leading international real estate sites including: Juwai.com, MagicBricks.com, Feng.com, RightMove.com and 99acres.com. Collectively, these sites reach over 60 million buyers, sellers, and investors in over 50 countries. WealthEngine Access to the leading wealth intelligence marketing solution. This tool uses predictive analytics to discover ideal clients and target those with the highest propensity to buy or invest in the affluent space. Homes & Estates Magazine Opportunity to purchase advertisement in Coldwell Banker’s Homes & Estates Magazine. Reaching a global audience, the magazine is direct-mailed to high-net-worth individuals and distributed to subscribers of the Wall Street Journal and Haute Living. Luxury Guide Free access to beautiful, high-resolution photography of luxury properties, landscapes, and interiors for use in marketing materials. Connect Portal Access to Coldwell Banker’s new agent networking portal. The tool allows Coldwell Banker real estate professionals to network and connect with each other anywhere in the world.
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