SOURCE: Coldwell Banker Real Estate LLC

Coldwell Banker Real Estate LLC

December 03, 2009 05:00 ET

Coldwell Banker Real Estate Redefines Online Property Search With Launch of New Web Site

BlueScape(SM) Platform Helps Fuel 'Dreaming Phase' of Home Buying by Offering Consumers More Imaginative Ways to Search for Homes

PARSIPPANY, NJ--(Marketwire - December 3, 2009) - Coldwell Banker Real Estate LLC has unveiled its next great online "property" -- the wholly redesigned Coldwell Banker Web site available now at A key objective of the site relaunch is to help redefine real estate search which, to date, has focused primarily on such functional aspects of home buying as number of bedrooms or listing price. The beta launch of the new Coldwell Banker Web site offers consumers a unique portfolio of new search options that incorporate elements of such online innovators as music recommendation engines and major e-commerce sites.

One of the new search options is the BlueScape(SM) platform that allows consumers to give a 'thumbs up' or a 'thumbs down' to various images that are displayed -- similar to how popular music sites learn users' preferences based on how they rate different songs. After rating various photos, consumers can then submit a query and the BlueScape(SM) technology will identify homes that might be a fit. Developed to help consumers actively looking to purchase a home as well as those still in the "dreaming phase," this visually driven approach to search is new to the real estate category.

"Recognizing both the value of consumers' time as well as the excess of often unhelpful information about real estate found online, our goal at Coldwell Banker is to provide potential homebuyers and sellers with the most comprehensive, informative and user-friendly experience possible," said Jim Gillespie, president and chief executive officer, Coldwell Banker Real Estate LLC. "The new Coldwell Banker Web site not only provides consumers with up-to-date property listings, home-related tips and industry news, but it allows consumers to search for homes using a variety of methods."

Features of the new site include:

--  The ground-breaking BlueScape(SM) search platform, a fresh approach to
    real estate search that allows consumers to discover the aspects of their
    "dream home" based on their attraction to a series of images and settings
--  A "You May Also Like" feature that offers additional homes of
    interest, based on a range of characteristics from properties consumers
    select as "preferred"
--  Technology that immediately identifies a consumer's current location
    via their computer's unique IP address, and offers up properties for sale
    in that area
--  Keyword searching that enables users to find properties featuring
    specific details of their choice, such as a terrace or mountain view --
    taking "functional" search beyond the basics like numbers of bedrooms or
--  Integration and expansion of virtual tours and video display of select
    listings where available

"Despite its focus on hard numbers like square footage and price, real estate is also a deeply emotional process," explained Michael Fischer, senior vice president of marketing, Coldwell Banker Real Estate LLC. "Home buying is often driven by a gut feeling like the first time you lay eyes on a home or that vision you have in your mind's eye of the perfect mountain view. We've widened the definition of real estate search to give consumers the chance to explore those intangibles."

"We look very closely at how and why consumers come to our site and what we have found is that search is the most important function for them," said Helen Galasso, vice president of interactive marketing, Coldwell Banker Real Estate LLC. "With this in mind, we've implemented even more features like the BlueScape(SM) search and 'You May Also Like' to help them with their decision-making."

Additional enhancements to the Coldwell Banker Web site include integrated video and social networking capabilities.

Visitors to the Coldwell Banker Web site will also have access to an array of videos powered by Coldwell Banker On Location, the company's branded YouTube channel offering behind-the-scenes looks at towns and neighborhoods, tips and timely news on real estate topics, and video listings of homes for sale. Coldwell Banker On Location has garnered nearly half a million channel views in just 5 months.

A video demonstration of the new can be viewed at:

Development of the new site was a collaborative effort by Coldwell Banker interactive agency partners, FD Kinesis and Bootstrap Software, Inc.

About Coldwell Banker®

Since 1906, the Coldwell Banker® organization has been a premier full-service real estate provider. The Coldwell Banker system has approximately 3,300 residential real estate offices and approximately 100,000 sales associates in 47 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 resorts, new homes and luxury properties through its Coldwell Banker Previews International® division. Coldwell Banker Real Estate LLC is a subsidiary of Realogy Corporation, a global provider of real estate and relocation services. Coldwell Banker®, the Coldwell Banker logo, Coldwell Banker Previews International®, and BlueScape(SM) are registered and unregistered marks licensed to Coldwell Banker Real Estate LLC. Each office is independently owned and operated.

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