Coldwell Banker Announces New Advertising

NEW ADVERTISING FROM COLDWELL BANKER REAL ESTATE CORPORATION REINFORCES VIRTUAL AND IN-PERSON SERVICE

PARSIPPANY, N.J., (Feb. 15, 2007) – With the real estate consumer now fully demanding valuable content, learning tools and access to sales associates and their listings online, Coldwell Banker Real Estate Corporation will utilize its new TV, radio and Web advertising campaign to drive traffic to its award-winning Web site, www.coldwellbanker.com. The launch of the campaign is timed to coincide with the start of the spring home buying season, the busiest time of the year for real estate transactions.

"The Web has become a battleground for first contact with the real estate consumer," says Charlie Young, senior vice president, marketing, Coldwell Banker Real Estate Corporation. "We believe coldwellbanker.com is a best in class Web site that has the ‘infotainment' factor along with the ability to connect the consumer to a network that includes more than 3,200 offices and 116,000 sales associates in the United States. Coldwell Banker^® remains an industry leader because few others can compete on those two fronts."

On TV and Radio

Three 15-second television spots begin airing on February 18 and will be seen on such programming as ABC's "Desperate Housewives" and "Extreme Makeover"; CBS's "60 Minutes;" NBC's "The Apprentice: Los Angeles;" and a cross-section of cable programming. Coldwell Banker will continue to utilize its strategy of advertising heavily on Sunday.

"Neighborhood Amenities," a new spot in 2007, highlights the satellite mapping function unique to coldwellbanker.com, named the Best Real Estate Web Site by the Web Marketing Association in 2006. In addition to pinpointing a home's location within the community, the Coldwell Banker satellite mapping feature enables users to view a variety of neighborhood amenities such as schools, restaurants, shops, houses of worship and more. As the script points out, it lets users "get the whole picture."

"Coldwell Banker took existing satellite mapping technology and made it better and, we believe, more valuable to consumers," adds Young. "By identifying the various businesses and services within a neighborhood, consumers get a more complete picture of the community in which a home is located."

Young points out that while the impact of the Web is giving the consumer up front control; they still desire to work efficiently with a full service real estate professional. He cited a 2006 California Association of REALTORS^® Internet Versus Traditional Buyer Survey that found all respondents indicated the information they received from their sales associate was as valuable as what they found online.

This understanding of the consumer's needs led to the creation of the second new spot, entitled "Seller Services Guarantee," which reminds home sellers that Coldwell Banker sales associates offer services critical to helping them sell their home in an efficient manner. The Seller Services Guarantee includes such services as: actively marketing and promoting the home, a detailed market analysis; and, a joint session with the seller to determine the appropriate pricing of a home, among others. The spot drives consumers to learn more about the Seller Services Guarantee at coldwellbanker.com.

"With most of the nation in a ‘buyer's market,' it is important for consumers to know that Coldwell Banker real estate sales associates offer wide-ranging services to help them sell a home," Young adds. "While consumers now have more up-front control in the real estate process than ever before, the consumer also wants and needs the services of a full-service real estate professional."

A third 15-second spot called "Home Value Estimator" encourages viewers to visit coldwellbanker.com and utilize the Coldwell Banker^® Home Value Estimator to learn what their homes might be worth.

"Pricing a home properly is the critical first-step in selling a home in today's market," says Young. "Some home value web sites serve as entertainment. We believe it is impossible to pre-determine exactly – down to the dollar – what a home will sell for. Instead, we allow our Home Value Estimator to serve as a starting point for the consumer to have an educated discussion with their sales associate."

This weekend also marks the start of a three-month long national radio campaign. The two 30-second spots piggy-back off of the TV spots and promote the Satellite Mapping on coldwellbanker.com and the Seller Services Guarantee.

TV and radio commercials were created by O2KL in New York City.

On the Web

Coldwell Bankerhas embraced the Internet for its advertising message and again provides the consumer with information about coldwellbanker.com features. Coldwell Banker recently became the exclusive sponsor of the "Real Estate" section of CBSNews.com. Included in the partnership, CBSNews.com users can search for homes through the integrated coldwellbanker.com search engine.

To coincide with the debut of the TV and radio commercials on February 18, the Coldwell Banker brand will unleash a series of banner advertising on CBSNews.com, MSN.com, Yahoo.com and HGTV.com. These ads will showcase the value of the Coldwell Banker Home Value Estimator and Satellite Mapping.

Also, for the first time, Coldwell Banker will utilize streaming video in its online banner ads displaying the two new commercials online.

"We will take advantage of online behavioral targeting that will allow these banner ads to reach a consumer already qualified as being interested in real estate," says Young. "Our online partners serve our ads to consumers who have previously visited real estate content or recently conducted searches for real estate terms. This type of targeted approach allows us to reach consumers predisposed to seeing and hearing our message."

Kinesis Marketing of Morristown, N.J., is the online marketing agency of record for Coldwell Banker Real Estate Corporation.

About Coldwell Banker®
Since 1906, the Coldwell Banker® organization has been a premier full-service real estate provider. In 2008, Franchise Times magazine's prestigious Top 200 issue ranked the Coldwell Banker system No. 1 in real estate for the ninth straight year and 12th among franchisors in all industries. The Coldwell Banker System has approximately 3,500 residential real estate offices and approximately 100,000 sales associates in 47 countries and territories. The Coldwell Banker System is a leader in the industry in residential and commercial real estate, and in niche markets such as resort, new home and luxury property through its Coldwell Banker Previews International® division. It is a pioneer in consumer services with its Coldwell Banker Concierge ® Service Program and award-winning Web site, www.coldwellbanker.com. Coldwell Banker Real Estate LLC is a subsidiary of Realogy Corporation, a global provider of real estate and relocation services. Coldwell Banker® is a registered trademark licensed to Coldwell Banker Real Estate LLC. Each office is independently owned and operated.