Strategic Plan for Growth - Coldwell Banker Tri

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Strategic Plan for Growth
Overview & Objectives
3-4
Introduction
5-6
Ultimate Service®
7-8
Canadian Communications/PR
9-20
Marketing Initiatives
21-27
Professional Development
28-32
Education Platform
33-36
Our Legacy
37-40
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As a real estate professional, there are many elements which are vital to your
success. You need an effective combination of Professional Development,
Technology, Brand Awareness and business skills to achieve your goals. Through
your affiliation with Coldwell Banker, you will become part of a global network that
delivers on all fronts. We offer you full service support that includes:

Training & Development: Our Canadian Education platform includes live
sessions, as well as a full range of interactive, online education resources available
through Coldwell Banker University. Our Canadian Education calendar, available
on www.ColdwellBankerWorks.com offers programs that are geared to the needs
of the Canadian marketplace. A highlight of our Education program is the
Generation Blue Experience, a world class event that will be held at the Mirage
hotel in Las Vegas, March 14 – 17, 2011.
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Technology: Forge lasting relationships with our exclusive prospecting and
client follow-up system, e-Marketing. Promote your services to consumers with free
Profile Pages on our newly-redesigned consumer web site www.coldwellbanker.ca.
These are just a few of the leading edge resources available to you. Find out more
on our world-class intranet site, www.ColdwellBankerWorks.com. Our customizable
systems and tools help you out-compete the competition and win more business.
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Networking: Referrals are the life’s blood of our business. To maximize your
profit potential, Coldwell Banker Canada offers you networking opportunities
throughout the year to build relationships with close to 92,000 real estate
professionals worldwide.
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Marketing: Coldwell Banker’s innovative Marketing strategy puts you in touch
with motivated home buyers and sellers. Enjoy the lead generating exposure of our
exclusive ON LOCATION YouTube™ channel along with our Online marketing and
Social Media Strategy, all backed by the powerful awareness of the respected
Coldwell Banker brand. The cornerstone of our Canadian marketing programs is
Ultimate Service®, a unique program that has earned Coldwell Banker a 98%
customer satisfaction rating from over 55,000 Canadian home buyers and sellers.
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Business Growth: We are excited to be able to offer a systematized platform
that will assist with ongoing personal growth and development of your real estate
business.
Of course there’s so much more to Coldwell Banker. Our objective in the pages
ahead is to provide a glimpse to the VALUE that Coldwell Banker will bring to the
marketplace you service, and you personally.
You’ll learn that Coldwell Banker is committed to maintaining the highest level of
quality service in our industry. Once again, welcome. We’re glad you are a part of
our team.
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Coldwell Banker Canada Operations ULC
5500 North Service Road, Suite 1001, Burlington, Ontario, Canada L7L 6W6 (just West of Toronto)
1-800-268-9599
Includes10 Provinces and 2 Territories
Consists of 135 Independently owned and operated companies
Comprises 260 offices
Sales Representatives number 3800+
National Team Members
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John Geha, President
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TBD, Controller
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Teresa Camara, Director Operations
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Debbie Cooke, Director Professional Development
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TBD, Director Marketing
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Rob Goodings, Business Services Specialist
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Barbara Zaprzala, Public Relations Consultant
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Luanne McKnight, Executive Assistant to the President
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Cindy Ramos, Senior Accountant

Gina Galeazza, Accounting Administrator
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Coldwell Banker Presence
Territories include:
Whitehorse, YT
Yellowknife, NT
East Coast City
Centers include:
Charlottetown, PE
Halifax, NS
Moncton, NB
Montreal, QC
Ottawa, ON
St. John’s, NL
Toronto, ON
West Coast City Centers include:
Calgary, AB
Kelowna, BC
Vancouver, BC
Winnipeg, MB
Edmonton, AB
Saskatoon, SK
Victoria, BC
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Canada’s unique customer satisfaction program, Ultimate Service, continues to be a
powerful differentiator for the Coldwell Banker brand in Canada. Ultimate Service
provides the customer validation of quality service that no other brand can equal.
98% customer
satisfaction
13YEARS IN A ROW
From over 55,000
Buyers & Sellers
Ultimate Service
Re-launch
The Canadian real estate industry has recently reached agreement with the
Competition Board concerning access to the MLS, and the surrounding negative
publicity – created in part by our own competitors – has created a climate of consumer
distrust. Recognizing the increasing need under the current climate to promote quality
service and demonstrate the value consumers receive for their commission dollar.
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Re-launch activities began with the announcement of our new satisfaction ratings
for 2010, in an address at the Ultimate Service Recognition Breakfast at the
Canadian conference.
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A new Ultimate Service education workshop has been developed, which was
unveiled at the conference, and also offered in subsequent Sales Representative
WebEx sessions.
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Following the conference, a letter announcing the re-launch and our new
satisfaction ratings was sent to all Brokers and sales representatives.
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PR activities included a news release to national trade media and a fill-in-theblanks template for local use, as well as incorporating Ultimate Service into
Canadian Media Talking Points.
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Advertising support included a full-page ad in the Globe & Mail, featuring an Open
Letter from president John Geha to Canadian consumers, explaining the Coldwell
Banker Value Proposition.
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This is a cornerstone for the Coldwell Banker network in Canada. As such we
continue to emphasize and promote its value across the Country.
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Canadian Internal Communications Process
The following model is utilized by the National Office to communicate key messages
and to exchange information with Canadian Brokers, Managers and Sales
Representatives in 2011.
This process describes communications exclusive to Canada, and is in addition to
system-wide communications that originate from Brand Headquarters in New
Jersey.
Each Broker will be called once a month by the National Office’s Business
Services Specialist to introduce you to new initiatives and resources; remind
you of important dates and upcoming events and to raise awareness of
Coldwell Banker tools, systems and services.
Management notes by John Geha, President
This coaching e-newsletter will identify trends and challenges in today’s
Canadian marketplace, and offer Coldwell Banker solutions to help you
succeed.
Broker Idea Exchange
Brokers will be invited to share their thoughts on different topics in any number of Broker
newsletters, as well as on conference calls, Broker Synergy Meetings and Broker WebEx
sessions. Responses will be shared with the network in Broker newsletters as
appropriate.
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Broker Synergy Meetings
Two “live” Broker Synergy Meetings will be held in 2011. The first will be held at the
Generation Blue Experience, in Las Vegas, March 14 – 17, and a second all-day
Broker Meeting in Canada will be scheduled during the second half of 2011.
Canadian Broker Council
A council consisting of Brokers from markets across Canada will meet with Jim
Gillespie and/or Budge Huskey, and John Geha to offer input, ask questions and
voice concerns on behalf of the Canadian network.
The Council will meet in person once a year. Monthly conference calls with the
Council are chaired by John Geha.
Council members will be tasked with passing on information to a specified list of
Brokers and will also seek input from other Brokers and provide feedback to the
National Office.
Podcasts
A new communications initiative being proposed for 2011 is monthly podcasts
from Coldwell Banker Canada President John Geha. These brief and
informative coaching messages from John will draw attention to current trends
on the Canadian real estate scene.
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Canadian Agent Council
A new Canadian Agent Council was formed in the first quarter of 2010 with 26
members representing every size of company and market.
John Geha and Debbie Cooke chair conference calls with the Council. The first call
took place on March 26, 2010.
Minutes are distributed to each member of the council, with feedback requested.
Minutes are then posted on Coldwell Banker Works, (intranet site).
Members of Canada’s management team will be assigned a list of Brokers to
call each month.
The purpose is to identify challenges and opportunities faced by our brokers
and offer possible solutions. Our goal is to help you grow your business and
your bottom line.
In the Works” Broker newsletter
Each week, the Canadian Broker edition of this newsletter will highlight
programs, services and events that are available to our Canadian network.
In the Works” Sales Representative newsletter
A Canadian sales representative edition of In the Works newsletter, is published
bi-weekly.
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A Canadian version of the Coldwell Banker E-zine is produced each time the
in-house magazine is published, approximately twice a year.
The Canadian version of E-zine offers a message from the president, as well as
various ads and promotions exclusive to Canada.
Canada contributes articles/broker profiles for publication throughout the Coldwell
Banker system worldwide. The first issue for 2010 included stories on Scott Mills, of
Peter Benninger Realty and Frank Mihalek of Coldwell Banker Case Realty.
Letters from John Geha
A number of stand-alone communications will be sent from John Geha
throughout the year, on a wide range of subjects requiring immediate Broker
attention.
Canadian Meeting & Event Schedule
Coldwell Banker Canada initiated an intensive schedule of “live” and WebEx
Meetings with all levels of our Canadian field force.
This strategy is intended to build relationships with our affiliate base and better
demonstrate the value of the Coldwell Banker brand. Our schedule has been
expanded for 2010, to include the following meetings and events. These will be
continued for 2011.
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Broker WebEx Updates
In addition to the “live” Broker Meetings, “Virtual Broker Meetings” will be
conducted quarterly via WebEx to update Brokers on new systems and resources,
industry developments and other current events. WebEx meetings will also be
scheduled to launch special initiatives (e.g. the Canadian web site launch).
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In addition to the 1/4ly WebEx sessions, a series of “live” Broker Meetings are held
regionally.
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A total of 9 Broker Meetings were held in 2009 – 3 each in Eastern, Central, and
Western Canada.
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A national Broker Meeting was held prior to the Canadian Conference in Vancouver
in April 2010.
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Fall Broker meetings were scheduled for October, and November, 3 each in
Eastern, Central and Western Canada.
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During 2011 similar meetings will be scheduled.
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Sales Representative WebEx Meetings
Based on the overwhelming response to the first Broker WebEx in Fall 2009,
the concept was extended to include Sales Representatives WebEx sessions,
to be offered quarterly.
Our first Sales Representative WebEx in March 2010 featured Matthew
Ferrara, with very positive reaction from over 300 representatives in
attendance in two sessions.
Our most recent WebEx in September 2010 featured David Marine, Director of
Consumer Engagement for Coldwell Banker, David Siroty, VP of Internal
Communications along with several other guest speakers. Attendance
reached 300 representatives for this one session!
The presentations were made available online for viewing by sales force
unable to attend the WebEx sessions
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Coldwell Banker typically conducts a number of networking and learning events
across Canada each year. Past events include the “Achieving the Dream” national
conference in 2010, The Snow House ski Day at Whistler, and the Canadian
Awards Gala.
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Canadian events are in addition to events held by the global brand that are open to
Canadian delegates. These events include the Generation Blue Experience at the
Mirage Resort in Las Vegas, March 14 – 17, 2011.
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Canadian Events scheduled in 2011 include four Regional Sales Rallies, as well as
a series of Next Generation Agent Symposiums and Live Labs, delivered in major
markets across the country.
(examples of the Canadian Conference, Gala awards and Ski day are provided on
the following pages)
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In April 2010, the “Achieving the Dream” conference took place. It featured keynote
speakers, education sessions and an opportunity for Brokers and Sales reps. to
network with others from across Canada. A Broker Synergy Meeting took place
prior to kick-off, and a Broker Council Meeting at wrap-up.
A comprehensive promotional campaign was developed, including a full range of
resource material, including a full-colour poster, letterhead, email signature and
PowerPoint template.
A conference registration web site was developed for cost management and data
base creation.
A conference micro site was built for ColdwellBankerWorks to promote all aspects of
the event.
Canadian National Awards Gala
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The National Conference culminated with the Canadian Awards gala/closing night
party.
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A cocktail reception, an elegant black tie optional dinner, an address by Jim
Gillespie, and an Awards presentation was followed by dancing to live
entertainment. Select the link below to view more photos.
http://www.coldwellbanker.com/imgs/cbnetftp/images/canadianimag
es/
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Winter Games reception and Ski Day
As a further example of our Canadian events, a
Coldwell Banker cocktail reception was held at the
Westin Whistler hotel for any Brokers and Sales
representatives in the area to attend the Olympic
events in February 2010.
A complimentary all-day Ski event on Whistler
Mountain co-hosted by Heidi Skis and featuring an
Olympic competitor was held for Coldwell Banker
Canada Brokers and sales representatives.
An extensive series of growth-focused regional meetings were held for Brokers
(Growth Strategy Meetings) and for sales representatives (Growth Management
Workshops).
See the following Canadian Growth initiatives segment for further details on Growth
Meetings.
Breakfast with the President – One of our Newest Initiative!
Debuted in September, with breakfasts held in Burlington ON and Edmonton AB.
These are ongoing and have also been offered in Winnipeg MB, Ottawa ON,
Kelowna and Surrey British Columbia, Halifax NS, and St. John’s NL.
This idea-sharing opportunity offers informal exchange with sales representatives in
markets across the country.
The breakfasts have been enthusiastically received by both the attending sales
representatives and their brokers.
We receive many great suggestions from these meetings, some of which we plan to
implement in the near future.
As John visits local markets, these breakfasts will continue to be offered.
As of year-end 2010 there have been 8.
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Canadian PR activities in both 2009 and 2010 achieved a level of news media
coverage that was unparalleled by other real estate brands.
Working with the global Coldwell Banker PR team, we developed a multi-faceted PR
strategy that builds our brand presence nationally, and delivers affiliates the resources
they need to build their own local profile.
Media Exposure
Utilizing a combination of news releases, media advisories and aggressive media
outreach, Coldwell Banker achieved recognition as a major force in Canadian real
estate for the first time.
In the eleven-month period from February – December 2009, Coldwell Banker
achieved 823 Canadian media hits. Coverage represented 563 print hits in
newspaper & magazine, 12 broadcast and 248 online.
In-depth news stories were earned in major market consumer media where we
reached an audience of millions of Canadian consumers.
A highlight of 2010 PR efforts was the Home Listing Report (HLR) campaign, which
achieved one of the most successful Canadian media blitz in the history of Coldwell
Banker. Results for this one campaign alone exceeded an entire year’s media
coverage for many other real estate brands.
During 2010 we achieved in excess of 1,300 Canadian media hits!
To provide “real world’ assistance to our sales professionals as they engage Canadian
consumers, two new PR resources were unveiled in September 2010. They are the
Coldwell Banker PR Special Report: Positive Messages for Today’s Changing Market
and Canadian Media Talking Points, with Q&A. Both these resources include scripting
that can be used by our network in their day-to-day business.
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Major Market dailies
On a national level, high profile interviews were secured for Coldwell Banker
Canada president John Geha in such respected and influential major market daily
newspapers as:
i.
ii.
iii.
iv.
v.
vi.
vii.
viii.
ix.
x.
The Calgary Herald
The Edmonton Journal
The Vancouver Sun
The Vancouver Province
The Toronto Star
The Ottawa Citizen
The National Post
The Globe and Mail
The Whitehorse Star
The Windsor Star…And more
Coldwell Banker Canada has achieved both national and regional news coverage in a
number of broadcast media, including:
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Multiple Interviews on BNN national news channel
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Global TV Vancouver
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CHCH TV GTA/Hamilton/Niagara
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CHBC-TV in interior BC
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Vancouver 1130 News radio (multiple interviews)
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CTV network Southern Ontario television
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ATV regional CTV network in Atlantic Canada
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Coldwell Banker brand awareness built through coverage on over 200 high profile
news sites viewed by millions of Canadian and global consumers.
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Trade Media coverage
Coldwell Banker consistently achieved a dominant presence in Canadian trade
media in 2009 and 2010, including:
A cover photo and story in REM Magazine (Canada’s premier real estate industry
publication) outlining John Geha’s mandate as president. An In depth interview in
REM with Jim Gillespie.
Extensive coverage of major Coldwell Banker initiatives, including HPCI,
Smartphone apps, Men vs. woman, 2010 Home Listing report, Habitat builds,
cross-Canada Broker Meetings. and several affiliate news items.
Coldwell Banker earned recognition in REM Magazine’s Editorial column, Metes &
Bounds.
Negotiated and placed a Guest Column under John Geha’s byline re: consumer
messaging.
Interview with John Geha in Canadian Mortgage Professional Magazine.
Canadian Media Board
As an example, the first Canadian Media Board was formed in 2009, beginning to
forge closer working relationships with key brokers to initiate their own locally-target
news stories.
Specialized PR training and one-on one consulting is helping to position Media
Board members to earn a larger share of voice in their markets.
A pilot project providing private consultation to a Canadian Media Board member
has generated many new media opportunities for the brand in the critical Toronto
market.
Early media successes by our affiliate members have earned high profile coverage
in major dailies in Toronto, Kitchener and Mississauga, and television in interior BC
and Southern Ontario.
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At a time when affiliates’ Marketing budgets are strained by rising costs and
diminishing returns, we are helping affiliates change their focus to a more cost
effective Marketing model, with emphasis on PR.
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Created the first Canadian edition of the PR Power Book, a step-by-step guide to
local PR.
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Offered new access to PR Training through WebEx and Broker Meeting sessions.
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Developed the first Canadian Media Talking Points, to prepare affiliates to speak
with local media and keep their message on point.
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Developed Canadian fill-in-the-blank versions of key brand news releases and
Canadian Awards.
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Generated thirty Real Estate Matters consumer information articles for affiliates to
offer to local media under their own byline, or use in company newsletters, blogs or
on company web sites.
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Canadian Marketing Initiatives
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Making a decision to enhance the Coldwell Banker brand image, and contribute to
the retention of our Canadian field force, it was resolved to grow our online
presence through individual Profile Pages for sales representatives.
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In co-operation with the global Marketing team in New Jersey, the entire 2009
Marketing budget was re-allocated to allow for the subsidy of personal Profile
Pages.
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Free Profile pages were offered to all Canadian representatives in the third quarter
of 2009 and is on-going. This offer is exclusive to Canada.
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One-on-one assistance in developing Profile Pages is offered during Live Labs; we
began offering these at the Canadian Conference in April. These Labs are now
held at the end of each program offered.
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Capitalizing on the presence of global Senior Management at our National Sales
Rally in Toronto in March of 2009, a Canadian launch of the Microsoft Surface
interface was initiated.
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A “live” demo of the Microsoft Surface table was set up in the hotel to offer affiliates
and the media an opportunity for a “hands on” test drive of the interface. This event
was successful in attracting reporters from both trade and consumer media.
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Purchases of the Microsoft Surface table are currently being discussed with some
Canadian affiliates for local promotion in high traffic areas, such as mall kiosks.
@Home with Coldwell Banker consumer newsletter
In an effort to build stronger customer relationships and
increase repeat and referral business, a new consumer
newsletter was created.
In cooperation with the global Communications team, these
newsletters are set up for automatic distribution through the
eMarketing program available on ColdwellBankerWorks.
Newsletter text is in the first person for agents to use a oneon-one personal promotion tool. Instruction on how to utilize
eMarketing newsletters is offered in CBWorks interactive
Tutorials.
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In cooperation with the global Marketing team, a Canadian media plan, focusing on
digital marketing was developed to increase brand awareness and generate web
site traffic.
In 2010, a Canadian edition of the “Overhead” television commercial was developed
with a tagline promoting Ultimate Service®. It is offered for unlimited use, with no
usage or royalty fees.
A downloadable version of this Canadian commercial was offered to affiliates for
their local use.
SNOW House Sponsorship
Another successful past event held in cooperation with the global Marketing team, was
a co-sponsorship with SNOW Magazine which earned Coldwell Banker a presence at
the Winter games in Whistler, BC. Coldwell Banker was featured prominently at the
SNOW House venue at the Westin Whistler hotel, site of Olympic activities.
An interactive display to attract traffic from passers-by included the Microsoft Surface
table.
The Surface interface was set up to promote Coldwell Banker resort property listings
worldwide.
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Prominent display panels for the Previews program drew attention to our luxury
properties.
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The display ran throughout the sixteen days of the Winter Games and Coldwell
Banker staff was present at intervals to engage consumers and invite them to
experience the Surface table.
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Coldwell Banker Canada has consistently initiated efforts via outreach, live and
online training sessions, internal communications vehicles, etc. to focus our network
on utilizing our branded social media tools, including:
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A mobile listings search app, developed specifically for Canada.
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Production and posting of Canadian-specific community and personal profile videos
to the brand’s YouTube channel, ON LOCATION.
Coldwell Banker ON LOCATION
We are currently making efforts to increase our Canadian presence on
Coldwell Banker On Location by posting a new Canadian HLR video on our
YouTube channel.
We are currently in production on a new series of videos directed to
Canadian consumers with messages ranging from brand presence, to
market overview and recruiting.
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A new feature promoting the use of ON LOCATION was initiated in Canada during
the second quarter of 2010. The “YouTube Networking Corner” will post links to
community and personal profile videos from Canadian Brokers and
representatives on each Canadian edition of IN THE WORKS.
This initiative will offer sales representatives a unique national networking
opportunity.
Seeing how others effectively use the tool, and motivated by the personal
promotional opportunity, will encourage more sales representatives to produce
and post their own videos.
The initiative was announced at the Canadian Conference in April 2010, and
included a live lab where representatives had opportunity to have a video shot,
produced, edited and posted. Videos from the conference were promoted in the
newsletter. Live labs are now included in all field programs.
www.youtube.com/coldwellbanker
In order to assist Brokers and Sales Representatives to become more technologically
proficient, and increase usage of our branded Social Media tools, and increase our
Canadian presence on Social Media sites, Coldwell Banker and Canada created the
“Tech Support Squad” (techno wizards).
Technology specialists in both eastern and western Canada were designated to deal
directly with Coldwell Banker affiliates, at their expense, to assist them with their Social
Media and Video production needs.
All “Tech Support Squad” members have been schooled on the concepts outlined in the
Coldwell Banker Social Media White paper, and have access to On Location upload
tools.
As a pilot project to introduce On Location videos to Canadian sales representatives,
assistance was provided to two influential top producers – one in Vancouver and one in
Ottawa – to develop a Canadian conference video to post to ON LOCATION and share
with the network.
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Throughout 2009, the Canadian Awards program was successfully integrated with
the global Awards and Recognition platform, including the launch of Awards Tracker
in Canada.
Canadian National Awards
In addition to the complete series of awards
available throughout the global brand, Canadian
Operations have implemented our own Canadian
recognition Awards.
This included Ultimate Service Company and
sales representative Awards, the National top ten
companies in various office sized, and special
awards for the Canadian field, including the
Ambassador Award, and the President’s Award.
Customizable news releases with congratulatory
quotes from John Geha have been prepared for
all the Canadian National Award winners to
announce their achievement within their local
markets in 2011.
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In July 2010 we launched the “Next Generation Agent Symposium” with one of the
multi-office affiliates. A huge success, this program is being regionally customized
and offered across Canada.
The agenda for this one-day program includes a Real Estate market and trends
update from John Geha, President Coldwell Banker Canada, along with a variety of
topics.
Featured topics include but are not limited to:
-Ultimate Service®
-Online Marketing
-Social Media
-A selection of Education modules
-Public Relations
-Business Planning, budgeting, goal tracking & time management
-Live lab for agents to work on various applications
The introduction of new initiatives and updates from the marketing and education
divisions of Coldwell Banker Canada is also featured.
A live lab is offered and sales representatives are encouraged to bring their laptop
computers to join in this workshop.
New for 2011 is the opportunity for regional customization. Brokers will have a
selection of course content from which to select.
Brokers invite potential candidates from other offices to attend the day.
The following is a sample (only) of the Next Generation Symposium Agenda
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A Value Proposition placemat was developed in 2009, and recently updated.

Offering a powerful and highly visual illustration which could be used for both
Recruiting and Retention purposes.

The placemat was made available in both an interactive format, (for PC users
only) as well as a PDF version.

Each provides a map depicting Coldwell Banker global market coverage as well as
an overview of the brand’s three pillars – Network, Legacy and Innovation – as
offered in Canada.
A hard copy is available upon request. To view the interactive value
proposition placemat please contact Debbie or Rob
@coldwellbanker.ca for a guest pass to the Coldwell Banker Intranet.
Regionalized broker strategy meetings
For the first time, Regional meetings devoted exclusively to developing individual
growth strategies for affiliates, and an overall regional growth strategy have been
implemented. These meetings have grown in popularity with many companies
including them as part of their business plan.
The Growth Strategy Meetings’ focus was on M&As, Roll-ins, a Walk-over,
Succession Planning and Recruiting and Retention.
Supplemented by direct calls to our brokers on a monthly basis to identify
opportunities.
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Canadian Education Platform
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Recognizing the importance of our brand intranet site in communicating the
Coldwell Banker Value Proposition to the Canadian field force, a new
ColdwellBankerWorks Tutorial was developed.
Online tutorials are conducted monthly.
Site tours identify key resources for Canadian Brokers and Sales representatives,
and walks viewers through step-by-step to learn how to access and utilize these
resources.
Interactive WebEx format allows participants to ask questions, and subsequently
each session is adapted to suite the needs of its audience.
Canadian Marketing Education
Recognizing the need for additional training to build awareness of Coldwell
Banker technology leadership, further technology-based training was required in
addition to the core Education program. Canadian versions of key brand
Marketing presentations have been developed. To name a few, live sessions and
workshops are being continually delivered on the following topics:
ColdwellBankerWorks
Digital Marketing &
Social Media Networking
ON LOCATION video channel
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Pre-loaded Tutorials
All Canadian Sales Representatives and Brokers receive a
2 GB-USB “key” preloaded with a variety of information:
Sales Representatives “key” will include:
 ColdwellBankerWorks
 Facebook
 Twitter
 ColdwellBanker ON LOCATION
 Profile Pages
 Agent Websites
 E-Cards
 E-Newsletters
Broker’s “key” will include:
 Recruiting information
 Recruiting Presentation
 Link to Recruiting e-cards
 Value Proposition Placemat
Canadian Education Calendar
An online Canadian Education calendar was developed and posted in 2009,
offering Canadian Education and Training opportunities – both live and online –
in more than 85% of working days throughout the year. Each training date is
linked to course outlines and registration form.
This comprehensive schedule is in addition to Professional Development
opportunities offered through the Global brand.
The enhanced functionality offers Brokers, and Sales Representatives the
opportunity to customize career paths.
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Many Coldwell Banker and Organization (NAR/REBAC)Education programs have been
adapted specifically for the Canadian market, and new course content was added to
make our Education and Training programs more useful and relevant to our affiliates. In
addition Canadian editions of the following programs were recently introduced :
Discover Coldwell Banker
Targeted programs are also offered to affiliates to assist with specific areas of
development (as requested).
Quarterly Education Poster
Recognizing the need to actively promote the Canadian Education calendar through
in-office display at the local level, a new high impact Education poster was
developed.
A downloadable version is also available online for affiliates to link to in staff
meetings or in recruiting communications.
Continuing 2010-2011 a quarterly calendar will be available in Coldwell Banker
Works for Brokers and Sales representatives to access, review or print.
2010 Microsoft and Continuing Education (CE) Certification
As part of our continuing efforts to offer value to our sales agent population, selected
Canadian Education programs have been submitted to the appropriate governing
bodies, to secure Continuing Education (CE) credits necessary for license validation.
The convenience and cost-saving of earning ce credits at Coldwell Banker events will
also be a valuable Recruiting and Retention tool.
The Accredited Buyer Representative (ABR) is one such course which is offered both
on-line and live.
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Management Development
Training
&
Recruiting
&
Coaching
Leadership
Retention
Productivity
&
Profitability
Business
Planning
Sales Meeting Support
We take our Education efforts to the “grass roots” level, providing Brokers and
Managers with “turnkey” resources for sales meetings. These resources will assist
affiliates as they raise awareness of Coldwell Banker competitive advantages and
promote their active usage. This sales meeting support will include:
PowerPoint presentations
Scripting and Talking Points
Links to related resources on our consumer website, www.coldwellbanker.ca,
www.ColdwellBankerWorks.com , or www.youtube.com/coldwellbanker
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Coldwell Banker® More than 100 years of defining
the real estate industry
The Canadian broker network has been part of the Coldwell
Banker Franchise System since the early nineties…but it all
started in 1906 in San Francisco.
The devastating San Francisco earthquake of 1906 presented
young real estate agent Colbert Coldwell with a chance to
provide people with honest, ethical and professional real
estate services. In those difficult post-earthquake times, real
estate companies typically acted as buyers and resellers of
property, compromising a seller’s ability to get the best price.
BUT Coldwell’s “Brokers only” rule – and commission-based
fee structure – eliminated this conflict of interest by removing
the incentive to mislead sellers about the value of their
property.
Colbert
Coldwell
In 1913, a man who shared Coldwell’s values and
business acumen joined the firm as a salesman. The next
year, Benjamin Arthur Banker was named a partner. Despite
growing pains over the next several decades, their business
and ethical philosophy never wavered. And their approach to
the business became a model for the entire real estate
industry.
Benjamin
Banker
After establishing itself as one of the preeminent companies in
the commercial real estate business, the company opened
its first residential real estate office in San Francisco in
1925.
Our Legacy
37
The story of Coldwell Banker is a Story of Leadership and Success
Join us while we take a look at how the Coldwell Banker®
System expanded rapidly.
1920’s - 1970
1970’s
• Expanded into
Southern
California,
Phoenix and
Seattle
• Expanded into
Atlanta,
Chicago, &
Washington,
DC
1981
1991
• Launched
Coldwell
Banker
Residential
Affiliates
(franchising)
• In all fifty
states, Canada
and Puerto
Rico
1980
• Acquired
Cendant
Mobility
Services (now
Cartus) and
Previews Inc.
1993
• Purchased
from Sears by
The Fremont
Group
Our Heritage
1981
• Was acquired
by Sears,
joining the
Sears
Financial
Network
1996
• Acquired by
HFS
(Hospitality
Franchise
system –
renamed
Cendant). Now
Realogy.
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Our on-going commitment
….1996 through 2010 saw explosive growth and an unwavering commitment
to business development. Who are we today?
World Headquarters:
1 Campus Drive, Parsippany, New Jersey 07054
Key Management:
Jim Gillespie, Chief Executive Officer
Budge Huskey, President and Chief Operating Officer
Michael Fischer, Chief Marketing Officer
Steve Bright, Senior Vice President, Regional Director, Western Region
Nelson Bennett, Senior Vice President, Regional Director, Northern Region
Frank Lindsey, Senior Vice President, Regional Director, Southern Region
John Geha, President, Canadian Operations
Parent Company:
Realogy Corporation
Richard A. Smith, President and Chief Executive Officer
Alex Perriello, President and Chief Executive Officer, Realogy Franchise Group
Online:
www.coldwellbanker.com
www.coldwellbanker.ca
Sales Associates and Brokers:
Nearly 92,000 sales associates and brokers are affiliated with the Coldwell
Banker® organization.
Residential Offices Worldwide:
Approximately 3,300
U.S. Affiliated Companies (as of 12/31/09)
1,074
Locations:
The Coldwell Banker® Brand has a global reach with offices in 50 countries and
territories. There are more than 700 Coldwell Banker offices outside the U.S.
39
Our Growth
40
Coldwell Banker Canada Operations ULC
5500 North Service Rd. Ste. 1001,
Burlington, ON, Canada L7L 6W6
800-268-9599
FAX 905-331-6806
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