In 2019, The Studio, Coldwell Banker’s in-house marketing agency devoted to supporting Coldwell Banker Realty affiliated agents and brokerages, completed a nationwide launch of an innovative property marketing tool. It’s called Listing Concierge and it was introduced as a way to help agents win more listings, prove their value and turn one listing into three. Here’s a behind-the-scenes look at the insights, strategy and execution that went into this massive launch.
To win a listing and be selected as the agent of record to sell a property, real estate agents must demonstrate to the seller that they’ll effectively market the property so it will sell quickly and for a high price. Once they win the listing, they must be able to quickly deliver on this promise by creating beautiful marketing materials. This is a roadblock for many agents because they either don’t have the marketing expertise to create an impressive program, or don’t have time to focus on it. So the objective was clear: Create a turnkey property marketing solution that will quickly provide agents with everything they need to market a property, while requiring as little of the agent’s time as possible.
The Studio created Listing Concierge to give agents a variety of property marketing packages developed to effectively market homes of every shape and size. Packages are priced to be only a small fraction of what the agent could expect to make on their commission, and all at huge savings off the retail value. A team of dedicated marketing coordinators handle the project management, giving agents the freedom to run their business and not worry about every detail of property marketing.
The Listing Concierge program has been an overwhelming success and is creating real business results for agents and their business:
- Higher Prices – Properties that are marketed through Listing Concierge sold for 50% closer to the asking price and had a 2-7% higher sales price.
- Higher Commissions – Agents who use Listing Concierge are twice as productive and see a 5% increase in their commission rate.
- Agent Satisfaction – Agents rate Listing Concierge coordinators 4.94 out of 5 stars for service excellence, and Listing Concierge earned an average NPS score of +75, which is considered “world-class.”
At The Studio, we do everything we can to help agents succeed, and live an exceptional life!
