Coldwell Banker

Increasing Agent Recruitment and Retention

Coldwell Banker needed to raise its profile and improve its image to retain and recruit quality agents.

The Client

Coldwell Banker Residential Brokerage, Mid-Atlantic is a leading residential real estate company with 30 sales and resort rental locations and more than 2,250 sales associates serving the communities of Baltimore, Washington, D.C. and the Maryland and Delaware Beaches.

The Problem

Coldwell Banker needed to raise its profile and improve its image to retain and recruit quality agents.

Our Solution

Clapp 360 Communications used public relations to fight public perception of the brokerage as too corporate, lacking the local and personal touch. We positioned agents and leadership as thought and community leaders by pitching profiles and features to local media. We also used social media to engage communities in discussion of the good works of Coldwell Banker, its support of charitable activities and community events, and its distinguished new hires.

Our Results

Clapp 360 Communications' work generated 150 items of coverage in print, online and broadcast media, reaching 285 million online readers and resulting in 817 social shares. Coldwell Banker saw a significant increase in sales agents affiliating with the brokerage, its agent class enrollment increased statewide and its president became a go-to real estate expert for Mid-Atlantic media outlets

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