Much More Than Just a Catchy, Rhymey Slogan
Following the successful nationwide launch of Coldwell Banker’s® Core 4 principles and the much-anticipated Listing Concierge marketing program, I met up with the Sarasota office’s very own Amy Crawford – who was just catching her breath after a whirlwind cross-country journey. Amy sat still just long enough to explain what the launch was all about, how it was received and what’s next for Core 4.
Amy is the National Director of Reinvention and Strategic Marketing Projects for Coldwell Banker. That role sent her out in the field to work personally and very hands-on with the managers in our markets from coast to coast. Her partner in crime was Chris Mygatt, president and COO of Coldwell Banker Residential Brokerage in Colorado. Their mission was to train the managers on an initiative that first took root nearly three years ago. Core 4 is the basis for everything we offer agents, with a focus on four main principles: Production Power, Coaching to Confidence, Wealth Builder and a Culture of Awesomeness. A key component of Production Power, in particular, is Listing Concierge, a remarkable marketing program that truly sets us apart in the industry.
Amy explained how the purpose of the meetings was to not only introduce Core 4 and demonstrate the new marketing plan, but also to emphasize how our mission going forward is to simplify things for our agents – so they, in turn, can provide even better service to their clients.
The response they encountered at the meetings was always positive. She mentioned a lot of nodding and agreeing that this was something managers could really get behind. They saw the value in it for agents. And once they learned more, they really wanted to launch it correctly. It was clear there was a real benefit to spending time with the managers, so they would be fully up to speed.
“I think what I enjoyed the most was getting out in the field. What other position here gets you in front of that many managers? In each market, my favorite event was the day of launch…it was so great to hear them excited and happy with the reactions they received – that’s what we wanted to hear.” The managers were truly put to the test, to make sure they really understood the ins and out of the plan, so they’d be fully prepared to help the agents and answer any questions they might have. In the end, the managers were thankful for the thorough training process. They had real confidence in the program, and in themselves to present it to the agents. Says Amy about the meetings, “There was applause. It really was a celebration.”
And as well as each presentation may have gone, it was continually tweaked along the way to make it even better. “There was a reason for every PowerPoint slide and every word on every page,” Amy emphasizes. It truly evolved along the way. And the reactions they were getting gave them the full-steam-ahead momentum to keep going – all the way to Hawaii, which was the last market to launch in fall of 2019.
Hearing about Amy’s experiences in the field made me really contemplate the dedication that it took – and realize how committed we are to our agents and their success. We take the mission of “helping agents live exceptional lives” very seriously. And it shows.
So now that everyone has launched, what’s next? “Now the focus is on ways to improve the program – the packages themselves, the individual components and the materials to promote them. The work doesn’t end here – there’s always room for improvement! We’ll just keep making it better and better.”
Those plans for improvement further involve adding new vendors for the services the program provides, a new platform being unveiled in 2020, an upgraded online experience and an update to all our marketing materials with Coldwell Banker’s new North Star branding.
The effort that went into the planning, the development, the launch and future refinements is testament to the value we see in Core 4. These principles are the reasons agents are happy at Coldwell Banker, and why we attract the very best in the industry. They’re also the foundation for our stellar customer service.
So, onward and upward for Listing Concierge – with Core 4 continuing to lead the way into 2020!
