We don’t always share what’s happening with our clients, but we thought we should share this piece of exciting news: Coldwell Banker Previews International®, the luxury division of Coldwell Banker, officially gone social! The brand has launched a Facebook Page, Twitter profile and revamped blog–Previews Inside Out.
Now, the Previews social media platforms arrive at an interesting time: approximately 78% of affluent consumers are on social networks and a majority of high-net-worth individuals report that social media posts influenced what websites they visited. Previews has also entered into a space where luxury names such as Burberry, Chanel, Tiffany & Co. and Maserati have already plotted out their own paths with trademark panache, proving that exclusivity (a hallmark of luxury) can still be social, engaging, unifying and yes, informative. (Remember when Tiffany & Co debuted its “What Makes Love True” digital campaign last year? Or when “digital darling” Burberry launched its Autumn/Winter 2012 Collection on a whopping 10 social media platforms earlier this summer?)
Yet, what’s especially inspiring about what Previews is doing digitally is that they have taken the concept of the luxury lifestyle and blended it with real estate–something no other luxury real estate brand is doing right now. No doubt, they have tapped into the aspirational nature of luxury real estate through social media. Even if you are lucky enough to already own your dream home, who doesn’t enjoy looking at beautiful images of extraordinary estates, or getting a rare peek inside the $125 Versace mansion, or reading introspectives with visionaries and style-setters for new ideas to apply at home or in life?