Balancing Competing Interests with Coldwell Banker CMO David Marine

CX means something different to every company, and when it comes
to Coldwell Banker, it means balancing a number of competing
interests, including customers and realtors. On this episode,
Coldwell Banker CMO David Marine talks about what it's like to
take on that challenge and how he builds an emotional connection
with his customers.


3 Takeaways:


When it comes to real estate, CX might be a little bit more
important because when you are working with a customer to find
them a home, it’s not temporary, it’s forever, and forever is
something that can't be taken lightly.

The job of a CX leader within CB is to fix a problem for the
customer and that problem often pertains to the location of
living, style of homes, and making sure the customer is happy.

In order to have a great customer experience, you need to
make sure that everyone on your team has bought into your CX
vision, and having open discussions with them about their client
conversations is one way to get everyone on the same page.



Key Quotes:


“We have a 99% awareness of our rebrand amongst the age of
community and it's showing a 60% positive perception of our brand
from where we were even just a year ago. So that is making
strides in the right direction. This year before everything
happened in 2020 was going to be a major push amongst consumers,
as well as continuing into 21 as we've had to reshift some of our
plans. But we're also seeing that consumer perception is
extremely positive to it as well.”

“Now it's commonplace to have virtual open houses, which I
wasn't involved with even really and ever think it was going to
be effective as a thing, but having someone, an agent in there,
Hey, I'm here at this virtual open house. Let me take you around,
throw your questions in. They do it through FaceTime, through
zoom, all these different tools that are available to anyone and
we're seeing that that was an effective way to get people, to
experience the home without having to make the Trek out there and
even leave their living room on a Sunday afternoon.”

"Simplify, it's not gonna be easy, but that's going to make
things simpler and better for our end consumers, through their
experience with our brand."



Thank you to our friends


This episode is brought to you by IBM. If you are responsible
for Customer Experience, they've created a White Paper just for
you. In the CX North Star Report, you can learn more about how to
activate your CX vision. Download it here.


Bio:


As the Chief Marketing Officer for Coldwell Banker, David does
more than just market the longest-running real estate brand in
the industry. With over twenty years of digital, content, and
social marketing experience, he’s obsessed with telling the story
of the brand in ways that can’t be ignored.


David started his career with Coldwell Banker in 2002 and has
since held almost every role imaginable within the marketing
group. In addition to developing the highest-rated ad ever in the
real estate category and leading the first rebrand for Coldwell
Banker in nearly half a century, David is most known for his
affinity of storytelling and leading a team of diverse,
thought-provoking marketers to reshape a brand that has existed
for 114 years. Marine has been the force behind the first real
estate video-centric YouTube channel, the adoption of a
data-driven and AI-backed proprietary app called CBx, and
transforming the brand’s marketing into content and social
machine.