First Branded YouTube Channel to Use Dynamic IP Lookup to Generate Specific Local Results and Help Consumers Learn About Real Estate Issues That Matter to Them
Coldwell Banker Real Estate LLC today launched an innovative branded YouTube%u2122 channel designed to offer consumers a new way to search for and interact with real estate information and listings. Named Coldwell Banker On Location (www.youtube.com/coldwellbanker), the channel was created to more fully tap into the power of video for real estate search and discovery, and to drill deeper into the local insights that consumers want.
To create On Location, Coldwell Banker Real Estate closely collaborated with both YouTube, a Google subsidiary, and Google to develop a customized framework and user experience %u2013 offering what is arguably one of the most comprehensive and immersive brand channels on the YouTube platform. On Location is the first branded YouTube channel to use dynamic IP lookup to search for videos, which automatically serves up local results when visitors first hit the site.
An Emphasis on Video and Local Content
Two areas of strategic focus set Coldwell Banker On Location apart from other real estate Web sites. First, it showcases the power of video to bring real estate more vividly to life %u2013 offering behind-the-scenes looks at towns and neighborhoods, smart tips and timely news on real estate topics, and video listings of homes for sale. Second, content posted to On Location has a strong emphasis on local information and insights, so consumers can dig deeper into the areas of the country that interest them most.
Supporting this highly localized perspective is one of the more unique aspects of Coldwell Banker On Location %u2013 the ability to search for videos through a special map feature that has been developed specifically for the site. The map %u2018widget%u2019 is a prominent feature at the top of the On Location site and the main starting point for consumers searching for a home, a specific area of the country or more information on a real estate topic.
At launch, Coldwell Banker On Location will be the first YouTube brand channel to use dynamic IP look-up, so visitors to the site will automatically be shown video search results from their own area / zip code. Then by clicking the link %u201CBrowse By Map,%u201D consumers can enter the city / state or zip code of their choosing %u2013 which will immediately pull up all videos posted to On Location associated with that area. These video results are displayed as icons on the map.
Each search will return a wide range of video results, including video listings, spotlights on that local community and Coldwell Banker sales associate/representative profiles. Consumers can click through to view specific videos %u2013 as well as connect back to the main Coldwell Banker Web site to learn more about a specific property for sale.
%u201CVideo is a critical part of how today%u2019s consumers want to explore real estate, and we intend to use it to an extent never before seen in our industry,%u201D said Jim Gillespie, president and chief executive officer, Coldwell Banker Real Estate LLC. %u201COn Location provides an exciting new platform for our vast network of thousands of sales associates to directly share the kind of local insights and knowledge that is invaluable to consumers hoping to learn about a new area.%u201D
Gillespie noted that the site will appeal to a broad range of consumers. %u201CYou might be a first time homebuyer deciding between a few different towns in your area, someone about to relocate across the country, a Boomer thinking ahead to where to retire, or simply a person who%u2019s dreaming about your ideal home. No matter what stage you%u2019re at in your life or the real estate process, On Location has the insights you need served up in an exciting new format,%u201D he said.
%u201CColdwell Banker On Location is about building the Web%u2019s richest array of real estate video content that is also the richest in local insights,%u201D said Michael Fischer, senior vice president of marketing, Coldwell Banker Real Estate LLC. %u201CIt%u2019s the combination of these two missing pieces of the puzzle that make this site so exciting. In addition, Coldwell Banker Real Estate is the first in the industry to put the full power of its brand and network behind a tool that represents the future of real estate %u2013 the video listing.%u201D
%u201CEvery month, millions of people search on YouTube for real estate content,%u201D said Sam Sebastian, Classified and Local Advertising Director at Google. %u201CConsumers are hungry for real estate-related videos. I%u2019m thrilled that Coldwell Banker is developing such a substantial innovation for real estate video. I look forward to seeing Coldwell Banker build On Location into one of the most active destinations for real estate search, discussion and engagement.%u201D
Some of the video and written content for On Location will be supplied by a select group of content providers, including the Associated Press, CNN, Reel Productions TV, This Old House and TurnHere. Coldwell Banker On Location will complement the company%u2019s main Web site at www.coldwellbanker.com %u2013 including the %u2018Learn%u2019 section which features educational content as well as news articles and updates on the real estate sector. It extends the company%u2019s already robust social media strategy, which includes Facebook pages for the brand and its two founders, Colbert Coldwell and Arthur Banker, a Twitter feed (www.twitter.com/coldwellbnkr) and profiles on Flickr and FriendFeed.
In addition to using YouTube as a platform, Coldwell Banker Real Estate is using the Google family of ad networks and channels for promotion of On Location. This includes both Google and YouTube search ads, YouTube banner promotions and Google TV.
Development of the On Location site was a collaborative effort by Coldwell Banker interactive agency partners, FD Kinesis and Bootstrap Software, Inc.To see a video about Coldwell Banker On Location please visit:
YouTube is a subsidiary of Google Inc.
About Coldwell Banker
Since 1906, the Coldwell Banker organization has been a premier full-service real estate provider. In 2008, Franchise Times magazine%u2019s 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 105,300 sales associates in 46 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.
New Coldwell Banker ‘On Location’ Youtube Channel First In Industry To Fully Tap Power Of Video For Real Estate Search And Insights.
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