SOURCE: Coldwell Banker Real Estate

Coldwell Banker Real Estate

November 21, 2011 05:00 ET

Coldwell Banker Real Estate Survey Confirms More Than Half of Americans Stay Under One Roof With Family for the Holidays

Holiday Campaign Features Festive TV Spot Airing During Thanksgiving Day Parade and Rockefeller Tree Lighting

PARSIPPANY, NJ--(Marketwire - Nov 21, 2011) - There's no place like home for the holidays, and a new consumer survey from Coldwell Banker Real Estate LLC confirmed that the majority of Americans wouldn't have it any other way. Approximately four in 10 respondents (39 percent) say their holiday get-togethers include 15 or more family members and friends, and more than half (54 percent) say they stay overnight with their families so they can all be in one household during the holidays.

Additionally, the survey of nearly 1,000 people found:

  • More than three-quarters (78 percent) of Americans "deck the halls" by decorating their home for the holidays. The vast majority (67 percent) say they decorate some, without going overboard, while 11 percent say they "go all out." Only 21 percent don't decorate at all.

  • Most people claim they've never snooped for presents. 77 percent of respondents said they have never looked for stashed-away presents before it's time to open them. (Only 23 percent freely admit to peeking around)!

  • People gather in spots where they can mingle and graze. When asked which room is most used during the holidays (the kitchen, dining room or living room / den), the kitchen and living room are split almost evenly as the most popular spaces (41 percent and 43 percent, respectively), while 12 percent said the dining room is the most frequented area.

"Almost everyone has a memory of the holidays that involves being home with friends and family," said Michael Fischer, chief marketing officer, Coldwell Banker Real Estate. "Americans cook and share food, host parties and bring everyone together in our homes. At Coldwell Banker, we recognize that a home is more than just a place to live. This is true more than ever around the holidays."

Recognizing the integral role the home plays for families during the holidays, Coldwell Banker will also launch a new television advertising spot, starting in the days leading up to Thanksgiving. The commercial taps into the excitement of hosting holiday events, as well as the stress and strategy that goes into squeezing everyone into one household. The commercial, titled "Crowded House" features a family devising their holiday game plan to accommodate guests. Bringing in equal parts empathy and humor, the parents accidentally leave themselves out of the equation, and end up having to sleep in the garage.

The first creative spot from the new advertising agency-of-record for Coldwell Banker, Siltanen & Partners, underscores the emotional side of owning a home in a fun way, highlighting the role of family and their homes as central holiday headquarters. Produced by NBC, the commercial will begin airing Tuesday, November 22. It will also be shown during NBC's annual Rockefeller tree lighting ceremony.

Coldwell Banker also partnered with NBC's LXTV Open House to design a holiday-themed segment for this weekly national show. Additionally, a man-on-the-street video created by Coldwell Banker showcases just how intertwined home and family are.

Methodology
The omnibus survey was conducted via telephone by SSRS, an independent research company, on behalf of Coldwell Banker Real Estate LLC. Interviews were conducted from October 26, 2011 - October 30, 2011 among a nationally representative sample of 990 respondents who celebrate during the holidays.

About Coldwell Banker®
Since 1906, the Coldwell Banker® organization has been a premier provider of full-service residential and commercial real estate. Coldwell Banker is the oldest national real estate brand in the United States and today has a network of more than 86,000 sales agents working in approximately 3,200 offices in 49 countries and territories. The Coldwell Banker brand is known for creating innovative consumer services as recently seen by being the first national real estate brand to create an iPad application and the first to fully harness the power of video in real estate listings, news and information through its Coldwell Banker On Location(SM) YouTube channel. The Coldwell Banker system is a leader in specialty markets such as resort, new homes and luxury properties through its Coldwell Banker Previews International® marketing program. Coldwell Banker Real Estate LLC fully supports the principles of the Fair Housing Act and the Equal Opportunity Act. Each office is independently owned and operated.

Contact Information

  • Media Inquiries:

    Heather Roberts
    Coldwell Banker Real Estate LLC
    973.407.5590
    Email Contact

    Katy Layton Hendricks
    CooperKatz for Coldwell Banker Real Estate LLC
    917.595.3057
    Email Contact