The new Coldwell Banker brand campaign marks a pivotal evolution for the 119-year-old real estate powerhouse. Vice President of Marketing Brandon Newman, who joined the company after a career with luxury automotive brands like Mercedes-Benz and Aston Martin, is leading the charge to shift the narrative from transactions to transformation, helping people “live well and live better.” In this conversation with HousingWire, Newman discusses how lessons from the luxury sector translate into real estate, why diversity of thought drives innovation, and how the latest Coldwell Banker campaign bridges lifestyle storytelling with data-driven precision. From its Move Meter tool to national placements during Thursday evening football games on Prime Video, the brand is proving that premium service can be both aspirational and accessible. For Newman, it all comes down to connection, honoring the brand’s heritage while reimagining what a life well lived can look like today.
HousingWire: You spent much of your career with brands like Mercedes-Benz and Aston Martin before joining Coldwell Banker. What lessons from the luxury automotive world have translated most powerfully into real estate, and how are you applying them at the brand today?
Brandon Newman: There’s a lot of connective tissue between the two industries, particularly with legacy brands I’ve supported throughout my career. That was part of what drew me to Coldwell Banker. Whether it’s luxury or premium, it’s really about the experience. It’s not just the product; it’s how people buy, how it makes them feel, and the storytelling that brings that to life.
What translates exceptionally well is connecting brand heritage with lifestyle aspirations. Luxury and premium brands require every touchpoint to feel elevated — from marketing and partnerships to client experiences. Applying this to real estate means constantly evaluating how our marketing, tools, and presence reflect refinement and ensuring agents can deliver that in their interactions. Both industries share a focus on intentional experiences and strong brand alignment.
HW: What about Coldwell Banker’s vision and culture drew you in? How did the company’s interest in “diversity of thought” influence your decision?
BN: It was a journey to get here, but what ultimately drew me was both the people and the brand. Through conversations with leadership, I realized I genuinely liked these people and could see myself working with them. Coldwell Banker is a legacy brand with nearly 120 years of history, and I’ve always been inspired by companies that endure while continuing to evolve. The leadership’s vision to modernize without losing heritage, combined with their agent-first culture and focus on client experience, resonated deeply.
My background isn’t in real estate, but it’s always been a personal passion, alongside art, architecture, and design. What I value is that Coldwell Banker saw my experience as a strength. Diversity of thought — bringing together people from different industries — can unlock new ways of thinking. I witnessed this in the automotive industry, where blending luxury, lifestyle, and design expertise pushed teams to innovate. Joining a company that shares the same mindset is an exciting opportunity to make a meaningful contribution.
HW: You are launching a new campaign that moves away from traditional real estate advertising and emphasizes lifestyle, human connection, and the idea of building “a life well lived.” What’s the strategic story behind this shift, and why is now the right time for Coldwell Banker to tell it?
BN: This is about shifting from selling homes to selling a way of life. Consumer expectations have changed — they want to see themselves in a lifestyle, not just a transaction. Elements like home staging and storytelling help people envision what living well looks like. That sense of belonging aligns with Coldwell Banker’s focus on human connection, memories, and making a home the center of life.
Our latest work reflects who we’ve always been — a brand delivering premium service for almost 120 years. It’s an authentic promise that resonates with both clients and agents. For clients, it signals thoughtful, confident decisions supported by a brand invested in their success. For the industry, it demonstrates that Coldwell Banker isn’t just built to last, but to lead. The timing feels natural, timely, and reflective of the heartbeat of our brand.
HW: Coldwell Banker has delivered a premium standard of service for nearly 120 years. How does this campaign reinforce and elevate that positioning across both mainstream and luxury segments?
BN: Yes, premium brands resonate universally because they connect across income levels and backgrounds. It’s not about price, but how the brand expresses itself through look, feel, and tone. We’ve always been synonymous with excellence, and this campaign builds on that aspiration, creating emotional resonance that strengthens both mainstream and luxury appeal.
Our approach speaks to clients who value intentionality and elevated service, while making premium experiences accessible to everyone. Every client deserves to feel confident, cared for, and supported, regardless of home value. This strategy flexes across our consumer base, reinforcing trust and delivering a consistently high-quality experience.
HW: The Move Meter is a key differentiator, alongside advertising during regular season football on Prime Video. How do these elements work together, and what do they signal about Coldwell Banker’s approach?
BN: I can confidently say our approach to each decision is formulaic, not just gut-driven. We define proper scope and measurement, ensure the right message and differentiator — such as our Move Meter, and validate that initiatives will perform effectively regardless of market conditions. Pre-testing and data analysis guide every step, giving us strong indicators of potential success.
The Move Meter is a unique, data-driven tool that helps consumers envision new possibilities and fuels agent conversations. Layered with high-visibility placements during the regular football season on Prime Video ensures the right message reaches the right audience at the right time. This strategy blends innovation with cultural relevance, demonstrating our commitment to consumers and agents in a way that’s hard to ignore. Early results from recent placements are exceeding expectations, confirming that our approach is resonating with our target audience.
HW: As you launch this campaign, how will you measure this campaign’s success, and what is the key message you want audiences to take away?
BN: The one clear message we want people to take away is that we are not just about homes or transactions, we are about helping people live well and live better. We measure success in three ways: brand impact, including awareness, sentiment, and voice; agent adoption, or how widely our tools, assets, and messaging are used in the field; and consumer action, evaluating engagement, leads, and conversions. Ultimately, our focus is on messaging that resonates. We want people to understand that we are a trusted brand with an aspirational and relatable component — modern yet grounded in a 119-year legacy. Our goal is to connect with both agents and consumers in a way that inspires trust, engagement, and meaningful action.
English (US) · 