Anywhere Real Estate's David Marine on Continuing the Legacy of Ingenuity at Coldwell Banker

At the time of this recording, David was the CMO of Coldwell Banker. He has since transitioned to CMO of Coldwell Banker's parent company, Anywhere Real Estate.

Max speaks with David Marine, Chief Marketing Officer at Anywhere Real Estate, the parent company of Coldwell Banker. They discuss how Coldwell Banker is building on 117 years of ingenuity in their marketing efforts, as well as how and why they executed their recent rebrand. They also talk about how to target two primary audiences, their focus on creating national campaigns that can be customized at the local level, and how they embrace new social media and technological opportunities.

Topics discussed:

• The history of 117-year-old Coldwell Banker and how they were founded on principles of ingenuity and being customer-focused.
• Staying relevant by having a "Go" mindset and willingness to try new things.
• The decision to lean heavily into video to showcase homes in the early days of YouTube.
• How Coldwell Banker balances marketing to two distinct audiences: their agents and their home-buyers.
• Why Coldwell Banker embarked on a major rebrand in 2018, and how they used storytelling to get their agents and customers bought in.
• How they're creating national campaigns that can be customized at the local level to better cater to different markets.
• Why every brand should be experimenting in AI today to see how it can impact their business tomorrow.