MADISON, N.J., March 16, 2021 /PRNewswire/ -- Coldwell
Banker Real Estate LLC, a Realogy (NYSE: RLGY) brand, recently
commissioned a survey, conducted online by The Harris Poll among
over 1,300 U.S. homeowners, exploring their plans to sell amid this
year's fast-paced market to coincide with its national ad, "Guiding
You Home Since 1906," airing during the NCAA Men's College
Basketball Tournament. The survey findings indicate this
already hot real estate market is roaring into this decade, as one
in five homeowners (20%) plans to sell in the next 12 months.
"Guiding You Home Since 1906"
Airing just in time to capitalize on this growing trend, the
"Guiding You Home Since 1906" ad shows people celebrating the joy
of returning home, a sentiment made more meaningful after a year
spent apart from those we love. Last year, following a
first-of-its-kind transparent rebrand to modernize the 40-year-old
logo, the brand released the ad with the new North Star logo and
brand story to the consumer market set to air during the 2020 NCAA
Men's College Basketball Tournament. However, after only a week of
airing the ad, the tournament was cancelled.
Now, after a year of pivots, the real estate industry's most
effective ad will air again during the 2021 NCAA Men's College
Basketball Tournament among several other platforms including Hulu,
HGTV, Food Network and other cable network programing.
The ad ranks as the top real estate ad of 2020, outpacing the
industry average with high marks for likeability, attention and
music as measured by Ace Metrix. Ace Metrix also confirms that
"Guiding You Home Since 1906" is in the top 3.4% of all ads
for heartfelt scores.
It's no wonder consumers love the "Guiding You Home Since 1906"
campaign. The ad showcases how Coldwell Banker-affiliated agents
are a vital aspect in any home selling experience – especially in
this fast-paced seller's market, in which sellers need the most
trusted guide in the industry to help them navigate this new
normal.
Home Seller Survey: Real Estate's Roaring 20s
Concurrent with the ad airing, the spring home buying and
selling season is already hot. With record low inventory on the
market, pent up demand and continued historically low mortgage
rates, Coldwell Banker Real Estate asked home sellers about their
plans to list their homes. The survey results reflect
homeowners' plans to sell, where they are going and their top
concerns.
Americans on the Move
- One in five homeowners (20%) say they plan to sell their
current home in the next 12 months.
- The Young and the Restless: Younger homeowners (aged
18-34 and 35-44) are more likely to say they plan to sell their
home in the next 12 months compared to their older counterparts
(39% and 36% vs. 19% aged 45-54, 6% aged 55-64, and 2% aged
65+).
Relocating and Upsizing
- In addition to a new home, many are seeking out a new
location too. Nearly six in 10 homeowners who plan to sell in
the next 12 months (57%) are relocating to a different city or
state.
- The most common motivation for listing their home for sale
among those who plan to sell in the next 12 months is the
desire/need to upsize (39%). Other top motivations include
realizing their home can sell for more than they thought (31%) and
the ability to work remotely for their current employer (30%).
- Baby Bust in a Real Estate Boom. Many predicted a baby
boom in 2020 – it just didn't happen. Homeowners plan to expand
their households in other ways, including getting a pet or having a
relative move in, as 2 in 5 (40%) younger homeowners (ages 18-44)
say their household size growing in the next 12 months will impact
their housing needs.
Common Concerns
- Nearly all homeowners planning to sell in the next 12 months
(95%) would have concerns about selling today, in an unprecedented
market. For those planning to sell in the next 12 months, the
top concerns if they were to sell their home today are the U.S.
economy tanking not being able to purchase a home after they sell
(38%) and coming into contact with COVID-19 (34%).
- Younger homeowners are seeking extra guidance. If they
were to sell their home today, younger homeowners are more likely
than some of their older counterparts to say they would be
concerned about the following:
-
- The home selling process being intimidating (35% 35-44 vs. 23%
45-54, 20% 55-64 and 15% 65+)
- not knowing what their home is worth (27% 18-34 vs. 12% 55-64
and 15% 65+)
- not knowing where to start (28% 18-34 and 22% 35-44 vs. 12%
55-64 and 8% 65+).
CLICK TO TWEET:
Ready, set, SELL! @ColdwellBanker 2021 Spring Home Seller Survey
shows 1 in 5 homeowners plans to list their home in the next 12
months. Check out the findings and connect with a Coldwell Banker
agent to guide you home:
https://blog.coldwellbanker.com/sellers-market-ad-campaign/
QUOTES:
"Stepping up to the challenge of guiding people home in
difficult times is not a new experience for Coldwell Banker agents.
In fact, it was the impetus for our brand being founded in 1906.
Now, 115 years later, we continue to act as the trusted advisors to
our clients to ensure they are achieving their dream of home. This
heartwarming ad and survey remind us why people need trusted real
estate professionals to navigate one of life's biggest emotional
and financial decisions, especially in this fast-paced market."
-
M. Ryan Gorman, president and
CEO, Coldwell Banker Real Estate LLC
"After a year like 2020, we're all acutely aware of what defines
'home' – a place of security and comfort, where those we love wait
for us. So when I reflect on the song we chose to represent our
Coldwell Banker rebrand and ad campaign last year, 'Homeward Bound'
by Simon & Garfunkel, I cannot think of a better fit. The
lyrics not only resonate with the message of the ad but after the
past year lots of homeowners are realizing they want more and are
wishing to find the perfect home. No one is better suited to be
that guide home than a Coldwell Banker agent. After all, we're the
only real estate company that's been guiding people home for 115
years."
-
David Marine, CMO, Coldwell
Banker Real Estate LLC
The ad was conceived and created by Siltanen & Partners, the
national advertising agency for Coldwell Banker Real Estate
LLC.
Survey Methodology
This survey was conducted online
within the United States by The
Harris Poll on behalf of Coldwell Banker from February 23-25, 2021 among 1,356 U.S. homeowners
ages 18 and older, among whom 236 plan to sell their home in the
next 12 months. This online survey is not based on a probability
sample and therefore no estimate of theoretical sampling error can
be calculated. For complete survey methodology, including weighting
variables and subgroup sample sizes, please contact Caroline Tobin at
CTobin@gscommunications.com.
About Coldwell Banker Real Estate LLC
Powered by its
network of over 96,000 affiliated sales professionals in
approximately 2,900 offices across 40 countries and territories,
the Coldwell Banker® organization is a leading
provider of full-service residential and commercial real estate
brokerage services. The Coldwell Banker brand prides itself on its
history of expertise, honesty and an empowering culture of
excellence since its beginnings in 1906. Coldwell Banker Real
Estate is committed to providing its network of sales professionals
with the tools and insights needed to excel in today's marketplace
and is known for its bold leadership and dedication to driving the
industry forward. The brand was named among the 2021 Women's Choice
Award® Most Recommended brands for customer
experience and overall quality. Blue is bold and the integrity and
values of Coldwell Banker give the Gen Blue network an unbeatable
edge. Coldwell Banker Real Estate LLC fully supports the principles
of the Fair Housing Act and the Equal Opportunity Act. Each office
is independently owned and operated. To join Coldwell Banker Real
Estate and unlock the possibilities of Gen Blue®, please
visit www.coldwellbanker.com/join.
About Realogy Holdings Corp.
Realogy Holdings Corp.
(NYSE: RLGY) is the leading and most integrated provider of
U.S. residential real estate services, encompassing franchise,
brokerage, relocation, and title and settlement businesses as well
as a mortgage joint venture. Realogy's diverse brand portfolio
includes some of the most recognized names in real
estate: Better Homes and Gardens® Real Estate, CENTURY
21®, Coldwell Banker®, Coldwell Banker
Commercial®, Corcoran®, ERA®, and Sotheby's
International Realty®. Using innovative technology, data and
marketing products, high-quality lead generation programs, and
best-in-class learning and support services, Realogy fuels the
productivity of independent sales agents, helping them build
stronger businesses and best serve today's consumers. Realogy's
affiliated brokerages operate around the world with approximately
190,700 independent sales agents in the United States and
nearly 130,000 independent sales agents in 115 other countries and
territories. Recognized for ten consecutive years as one of
the World's Most Ethical Companies, Realogy has also been
designated a Great Place to Work three years in a row and
one of Forbes' Best Employers for Diversity. Realogy is
headquartered in Madison, New Jersey.
Media
Inquiries:
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Athena
Snow
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Kristin
Cockerham
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Coldwell Banker
Real Estate
LLC
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G&S for
Coldwell Banker Real Estate LLC
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973.407.5590
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240.818.1434
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Athena.Snow@coldwellbanker.com
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KCockerham@gscommunications.com
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SOURCE Coldwell Banker Real Estate LLC