MADISON, NJ: Coldwell Banker is expanding its work in the technology sector by sponsoring the Smart Home Marketplace at CES 2016 and partnering with CNET to create branded content.
Coldwell Banker decided to sponsor the smart home exhibit after it noticed no real estate brands were represented at the conference last year, said Sean Blankenship, CMO at the company.
He added that there was "no connection between the housing market and technology, especially connected home technology, being demonstrated at the show."
After this revelation, Coldwell Banker started talking to smart home technology companies and found that none had real estate brands on their radar. It found they are focused solely on new homes, which Blankenship said is unwise because sales for pre-existing homes are much higher than those for newly constructed homes.
Blankenship said CES, which is expected to have nearly 180,000 attendees next year, is a "good place for us to put our flagpole" because the brand can reach consumers, industry executives, and brokers from all over the world.
"Because of the size of Coldwell Banker and its brand recognition, we can be the conduit between the tech industry and home owners," he said.
Before the show, the brand will build excitement about its spot at CES on digital and social channels, explained Blankenship.
He added that Coldwell Banker will have an editorial news booth that looks similar to the studio of SportsCenter, where the brand will promote its content. CNET may also develop and produce its own content at Coldwell Banker’s booth, said Blankenship.
He noted that the sponsorship with CNET makes sense for Coldwell Banker because the news outlet launched its smart home section within the past year after seeing an increase in consumer interest on the subject.
CooperKatz is handling communications promoting the initiative.
In addition to rolling out branded content on CNET’s smart home section in the fourth quarter, the real estate company will have its own area on the site.
The brand also plans to continue its research with CNET; the two companies worked together on a study in August about consumer trends in the smart home space.
This story was updated to correct Blankenship's title, which is CMO.