Ep 77: David Marine is the Chief Marketing Officer for Coldwell Banker

Aug 30

According to a recent survey, Coldwell Banker was the most recognizable real estate brand of 2021, with 91% of surveyed consumers correctly identifying the brokerage's logo. How does a business achieve this level of brand recognition? Finding the right Chief Marketing Officer is a good place to start! CMO might be his title, but “brand champion” might be a more appropriate moniker for David Marine, who has worked in the marketing group of the most recognized brand in real estate for more than 20 years. He says that his superpower is storytelling, which has enabled him to reshape the brand’s luxury and commercial divisions, create the first real estate video-centric YouTube channel, and even develop what is considered the highest-rated real estate ad of all time. In this episode, David joins us to share some insight into his journey and highlight some of the marketing strategies that made him the CMO he is today. We discuss how marketing in the real estate world has changed pre- and post-pandemic, how David ensures that Coldwell’s messaging is consistent across its network of 100,000 agents, and how he and his team are thinking about the technology topic du jour: AI-powered marketing. We also touch on search engine ads, influencer marketing, and so much more, so you won't want to miss this instalment of Clicks 2 Bricks with Coldwell Banker CMO David Marine!

Key Points From This Episode:

How Coldwell’s fully remote work model still allows for relationship-building.
A little-known fact about today’s guest (and self-published author), David Marine!
What David’s marketing challenges look like as the CMO for a real estate brand.
Format versus service franchising and the power of a nationally recognized brand.
Ways that real estate marketing strategies have evolved pre- and post-COVID.
How David tailors marketing to different constituencies, from consumers to franchisees.
Insight into Coldwell’s emphasis on recruiting, retention, and renewals.
Overseeing messaging and ads across Coldwell’s network of over 100,000 agents.
Dynamic search engine campaigns that focus on cost per lead and other key metrics.
What the conversation about AI-powered marketing sounds like at Coldwell.
How David rose through the ranks at Coldwell: from electronic product manager to CMO.
Why it’s important for leaders to invest in their people (and be willing to try new things).
Open roles at Coldwell that you can apply for today!
David’s lightning-round thoughts on Gen Z, TikTok, influencer marketing, and more.