Coldwell Banker Winner of 2024 MarCom Award

Written by tagsocal

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November 7, 2024

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Through our nationwide 2024 Consumer Survey, we seized the opportunity to uncover the unpredictable and diverse nature of the ideal American home as well as the consumer sentiments driving the real estate market. In collaboration with Censuswide, 4,000+ Americans were surveyed to gather insight into current real estate trends, market sentiment, property investment and luxury spending preferences.

From the findings, a story emerged of consumer preference on home size, style and location, as well as how they approach the idea of home. The results painted a picture of varied – and sometimes unexpected – choices, confirming the importance of a customized experience from a trusted real estate agent in today’s market. Key findings include:

• Varying consumer sentiment adds to the complexity of the home buying and selling journey.
• When it comes to design and size preferences, there is no one-size-fits-all formula. While most Americans surveyed can see themselves in a “mid-sized ranch home,” generational differences tell a bit more of a story.
• The old adage of location, location, location may be outdated, with more consumers prioritizing price (56%) over location (50%) or the condition of the home (fixer-upper v. move-in-ready) (27%).
• When it comes to the financials of home buying, stark generational and racial differences emerge, pointing to varying views of what home means.
• 43% of consumers surveyed have been influenced or highly influenced by social media in their desire to purchase a particular type of home.

By commissioning a consumer survey, the Coldwell Banker PR team was able to feed the ongoing media appetite for consumer data and share information with consumers that reinforces the need for a trusted partner to guide them through the process of finding their dream home.

The wealth of information and expert insight provided from the survey and the brand’s key leaders confirmed Coldwell Banker as a prominent thought leader in the industry and promoted affiliated agents as trusted advisors in navigating current events in the real estate market.

There were over 6,500 entries this year and we are proud to be the recipient of yet another prestigious award.

Athena Snow

Senior Manager, Public Relations & Giving for Coldwell Banker. Grew up in Sarasota and attended college at Western Carolina University. Athena wanted to wake up in that city that doesn’t sleep so headed to Madison Avenue to start her marketing career. She has been with this awesome brand for more than 15 years and can be found generating buzz about CB in every way possible. Athena helps to grow the brand’s position as the most storied real estate company within the industry and has led many high-profile endeavors; she was at the forefront of the brand’s pioneering smart home campaign, raised $6 million in two years to build 130 Habitat for Humanity homes, and led the Homes for Dogs program in partnership with Adopt-a-Pet.com that resulted in tens-of-thousands of dogs finding their furever home. She currently leads the CB Supports St. Jude program, which encourages the Coldwell Banker network’s 96,000+ real estate agents to make donations to St. Jude’s Children’s Research Hospital for every real estate transaction they represent. In her spare time, you can find her either digging up a new area in her yard for another flower bed or planning her next travel adventure. She’s the proud mom of three cats Jolene, Ziggy and Lucy.

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