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Coldwell Banker Residential Brokerage

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Coldwell Banker Residential Brokerage Launches Program to Market High-End Homes to International Buyers


San Francisco, CA, January 13, 2012 --(PR.com)-- Coldwell Banker Residential Brokerage, the Bay Area’s largest provider of real estate services, announced today that it has launched a new international marketing program focused on international investors looking to buy high-end homes in the United States.

The initiative will market Coldwell Banker Residential Brokerage listings here at home on a global basis through a combination of print and online advertising, targeted direct marketing, and other outreach efforts.

Additionally, the program will leverage Coldwell Banker Real Estate LLC’s extensive network of offices and sales associates throughout the Far East to find qualified buyers of local properties.

Homeowners in Asia have become the fastest-growing segment of offshore buyers for U.S. homes, according to recent industry figures. Buyers in China alone now represent 9 percent of the $41 billion spent annually by international buyers, according to the National Association of Realtors – nearly double the total just three years ago.

Chinese buyers now trail only Canadians as the top buyers of U.S. properties. India is tied with Mexico for third at 7 percent. For offshore buyers, California remains one of the top locations in the nation, according to NAR’s study.

“For a variety of reasons, buyers in Asia are increasingly looking to the U.S. in general and California and the Bay Area in particular when it comes to real estate investments,” said Anne Treacy Johnson, regional vice president of marketing for Coldwell Banker Residential Brokerage.

Affluent Chinese residents are facing increasing limitations from their government on purchasing real estate as China battles inflation and what the government and many investors fear might be a real estate bubble. Properties in the U.S., even in more expensive Silicon Valley communities, are considered relatively cheap compared to escalating property values in China.

“Given the strong international demand for our properties, it’s critical to reach Asian buyers with a very targeted and strategic marketing program in their home countries,” Johnson said. “Our goal is to put Coldwell Banker Residential Brokerage listings in front of the widest possible audience of affluent buyers from Asia.”

Coldwell Banker Residential Brokerage will be marketing the properties with extensive advertising in a host of influential global publications, including the Wall Street Journal Asian edition, Unique Homes magazine, Millionaire Asia, and Previews International Homes & Estates.

The program also gives agents the opportunity to showcase their properties on leading international websites, including ListGlobally.com, EastWestLuxuryEstates.com, the Wall Street Journal’s online Chinese edition and Caimeiju, one of China’s top websites specializing in luxury properties in America. In all, listings will be exposed to more than 15 million buyers worldwide on more than 550 highly trafficked websites.

Additionally, Coldwell Banker Residential Brokerage has launched its own “micro site” for international buyers of high-end California homes called CBPCalifornia.com. The site will be used when consumers in China, Russia and the Middle East search for California listings using their native search engine -- Baidu, (the Chinese version of Google), Yande (the Russian version of Google), and Google UAE.

The company will complement the Internet and print advertising efforts with a direct marketing program overseas that is designed to reach more than 100,000 affluent individuals in the Europe, Asia and the Middle East.

Coldwell Banker Residential Brokerage will also leverage one of the largest networks of agents worldwide as part of the program. “One of the biggest tools we will be using is our global network of 86,000 sales associates in 3,200 offices in 49 countries around the globe,” Johnson said. “This incomparable network of real estate professionals will support our marketing efforts on the ground in each of these countries and give our listings a truly global reach in order to attract the right buyers for our properties.”

For more information about the new international marketing program, please contact Coldwell Banker Residential Brokerage’s marketing department at 925.275.3085.

About Coldwell Banker Residential Brokerage
Coldwell Banker Residential Brokerage is the largest residential real estate brokerage in Northern California and serves the markets from Monterey to Tahoe and nearly every market in between. The company has 62 office locations and more than 3,600 sales associates throughout Northern California. Coldwell Banker Residential Brokerage is part of NRT LLC, the nation’s largest residential real estate brokerage company. NRT has 750 offices and 45,000 sales associates operating in more than 35 major metropolitan areas. A subsidiary of Realogy Corporation, NRT operates Realogy’s company-owned real estate brokerage offices. For more information please visit www.CaliforniaMoves.com or call 925.275.3085. DRE # 00313415.

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Coldwell Banker Residential Brokerage
Stephen Maita
510.739.0620
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