How Coldwell Banker is redefining real estate through lifestyle and heritage

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 at luxury car brands such as 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. Of his Move meter tool for national placements during Thursday evening football matches on Prime Video, the brand proves that premium service can be both ambitious and accessible. For Newman, it all comes down to connection, honoring the brand’s legacy while reimagining what a life well-lived can look like today.

Housing Wire: Before joining Coldwell Banker, you spent much of your career working at brands such as Mercedes-Benz and Aston Martin. What lessons from the luxury car world have translated most powerfully into real estate, and how do you apply them to the brand today?

Brandon Newman: There is a lot of connective tissue between the two industries, especially with the legacy brands that I have 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 about the product; it’s how people buy, how it makes them feel, and the stories that bring that to life.

What translates exceptionally well is connecting brand heritage with lifestyle ambitions. Luxury and premium brands require every touchpoint to feel elevated – from marketing and partnerships to customer experiences. Applying this to real estate, we must continually evaluate how our marketing, tools, and presence reflect sophistication and ensure agents can deliver on 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 attracted you? How did the company’s interest in “diversity of thought” influence your decision?

BN: It was a journey to get here, but what ultimately attracted me was both the people and the brand. Through conversations with the managers, I realized that I really liked these people and that I could see myself working with them. Coldwell Banker is a heritage brand with almost 120 years of history, and I have always been inspired by companies that endure and continue to evolve. Leadership’s vision to modernize without losing heritage, combined with their agent-first culture and focus on customer experience, resonated deeply.

My background is not in the real estate sector, but it has always been a personal passion, alongside art, architecture and design. What I appreciate is that Coldwell Banker saw my experience as a strength. Diversity of thought – bringing together people from different sectors – can unlock new ways of thinking. I witnessed this in the automotive industry, where the combination of luxury, lifestyle and design expertise drove teams to innovate. Working at a company that shares the same mentality is a great opportunity to make a meaningful contribution.

HW: You’re 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 is the strategic story behind this shift, and why is this the right time for Coldwell Banker to tell it?

BN: This is about the shift from selling houses to selling a way of life. Consumer expectations have changed: they want to see themselves in a lifestyle, not just in a transaction. Elements like home staging and storytelling help people imagine what good living 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 have always been: a brand that has delivered premium service for almost 120 years. It’s an authentic promise that appeals to both customers and agents. For customers, it means thoughtful, confident decisions, backed by a brand invested in their success. For the industry, it shows that Coldwell Banker is not only built to last, but also to lead. The timing feels natural, timely and reflects the heartbeat of our brand.

HW: Coldwell Banker has been providing high-quality services for almost 120 years. How does this campaign strengthen and improve that positioning in both the regular and luxury segments?

BN: Yes, premium brands resonate universally because they connect across different income levels and backgrounds. It’s not about the price, it’s about how the brand expresses itself through look, feel and tone. We have always been synonymous with excellence, and this campaign builds on that commitment, creating an emotional resonance that strengthens both mainstream and luxury appeal.

Our approach appeals to customers who value purpose and excellent service, while making premium experiences accessible to everyone. Every client deserves to feel confident, cared for and supported, regardless of the home’s value. This strategy extends across our consumer base, builds trust and delivers a consistently high-quality experience.

HW: The Move Meter is a key differentiator, in addition to advertising during regular season football on Prime Video. How do these elements work together, and what do they say about Coldwell Banker’s approach?

BN: I can confidently say that our approach to every decision is formal, not just based on gut feeling. We define the right scope and measurement, ensure the right messaging 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 and give us strong indicators of potential success.

The Move Meter is a unique, data-driven tool that helps consumers visualize new possibilities and spark conversations with agents. Layered with highly visible placements during the regular football season on Prime Video ensures that the right message reaches the right target group at the right time. This strategy combines innovation with cultural relevance and demonstrates our commitment to consumers and agents in a way that is difficult to ignore. The first results of recent placements exceed expectations and confirm that our approach resonates with our target group.

HW: When you launch this campaign, how will you measure the success of this campaign, and what is the key message you want the audience to take away?

BN: The one clear message we want to give people is that it is not just about houses or transactions, but 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, resources and messaging are used in the field; and consumer action, which evaluates engagement, leads and conversions. Ultimately, our focus is on a message that resonates. We want people to understand that we are a trusted brand with an aspirational and recognizable component: modern yet rooted in a 119-year heritage. Our goal is to connect with both agents and consumers in a way that inspires trust, engagement and meaningful action.

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