{"id":15005,"date":"2022-08-05T16:11:41","date_gmt":"2022-08-05T23:11:41","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?post_type=ispot_case_studies&#038;p=15005"},"modified":"2025-02-26T10:01:52","modified_gmt":"2025-02-26T18:01:52","slug":"how-coldwell-banker-was-awarded-the-highest-rated-real-estate-ad","status":"publish","type":"ispot_case_studies","link":"https:\/\/www.ispot.tv\/hub\/resources\/case-studies\/how-coldwell-banker-was-awarded-the-highest-rated-real-estate-ad\/","title":{"rendered":"How Coldwell Banker was Awarded the Highest Rated Real Estate Ad"},"content":{"rendered":"\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-text-align-center has-text-color\" style=\"color:#00b79a;font-size:67px\"><strong>#1<\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\">10th year running with #1 Rated Real Estate ad<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-text-align-center has-text-color\" style=\"color:#00b79a;font-size:67px\"><strong>+8%<\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\">Increase in overall effectiveness among Males 36-49<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-text-align-center has-text-color\" style=\"color:#00b79a;font-size:67px\"><strong>-80%<\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\">Reduction in ad production expenses<\/p>\n<\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-alpha-channel-opacity has-cyan-bluish-gray-background-color has-background\"\/>\n\n\n\n<p class=\"has-text-color\" style=\"color:#00b79a\"><strong>Executive Summary<\/strong><\/p>\n\n\n\n<p>Coldwell Banker leveraged iSpot Pre-Market Creative Testing to fine-tune video creative performance; ultimately, landing the highest rated Real Estate ad for the 10th year running while simultaneously allowing Coldwell Banker to cut ad production expenses by nearly 80%.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote has-white-background-color has-background is-layout-flow wp-block-quote-is-layout-flow\">\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-2 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:50%\">\n<p class=\"has-text-color\" style=\"color:#00b79a\"><strong>Challenge<\/strong><\/p>\n\n\n\n<p>Before the campaign even launched, Coldwell Banker needed fast, cost-effective creative testing and benchmarking to understand how its video ads resonated with audiences across all demographics. For Coldwell Banker, it was essential to have cost-efficient testing so they could evaluate multiple ad versions to then glean actionable insights into what is and isn&#8217;t working with their target audience. Only then could they tweak messaging &amp; production to maximize effectiveness while preventing wasted spend.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<blockquote class=\"wp-block-quote case-study-pull-quote has-background is-layout-flow wp-block-quote-is-layout-flow\" style=\"background-color:#eff5ee\">\n<p class=\"has-text-color\" style=\"color:#003b4a;font-size:21px\"><strong>&#8220;<em>Leveraging the iSpot Pre-Market Creative Testing has now become standard practice for every new campaign we produce at Coldwell Banker as it not only provides us with valuable consumer insights about our advertising message and imagery before going to market, but it enables us to fine-tune our marketing strategy for optimal results.<\/em>&#8220;<\/strong><\/p>\n\n\n\n<p><\/p>\n<cite>Victoria Keichinger, VP of Brand Marketing, Coldwell Banker<\/cite><\/blockquote>\n<\/blockquote>\n<\/div>\n<\/div>\n\n\n\n<p class=\"has-text-color\" style=\"color:#00b79a\"><strong>Solution<\/strong><\/p>\n\n\n\n<p>Coldwell Banker uses iSpot Pre-Market Creative Testing to rapidly test video ads before running them on national media to determine if creative is hitting or missing the mark with consumers. With quantitative and qualitative insights from 500+ demographically balanced US consumers, Coldwell Banker can drill down into specific demographics and pinpoint what consumers think and feel about an ad.<\/p>\n\n\n\n<div style=\"position:relative; width:100%; padding-top:56.25%; padding-bottom:40px;\"><iframe src=\"https:\/\/www.ispot.tv\/share\/5ARb\" style=\"position:absolute; top:0; right:0; left:0; bottom:0; width:100%; height:100%;\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n\n\n\n<div style=\"height:49px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-color\" style=\"color:#00b79a\"><strong>Results<\/strong><\/p>\n\n\n\n<p>In the case of the \u201cDream\u201d campaign, Coldwell Banker originally used a popular song, but ultimately switched to an original track after testing. This choice optimized the campaign\u2019s in-market creative effectiveness while simultaneously <strong>saving Coldwell Banker and estimated 7-figure investment.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"511\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/14100823\/Coldwell-Case-Study-Chart-3-1024x511.png\" alt=\"\" class=\"wp-image-19035\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/14100823\/Coldwell-Case-Study-Chart-3-1024x511.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/14100823\/Coldwell-Case-Study-Chart-3-300x150.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/14100823\/Coldwell-Case-Study-Chart-3-640x320.png 640w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/14100823\/Coldwell-Case-Study-Chart-3-768x383.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/14100823\/Coldwell-Case-Study-Chart-3.png 1127w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><br \/>From March Madness to the PGA Championship, HGTV to Hulu, YouTube to Facebook and beyond, the Coldwell Banker &#8220;Dream&#8221; campaign has reached a wide audience, driving over 300 million impressions year to date.<\/p>\n\n\n\n<p>Additionally, Coldwell Banker analyzed the demographic data for the \u201cDream\u201d campaign to ensure the creative and messaging resonated as best it could across all demographics. Discovering an opportunity to index higher with the older male 36-49 demographic, Coldwell Banker created a new version of the ad. By using a song with a male voice and swapping in more scenes with male talent, Coldwell Banker successfully improved resonance with that demographic by 8%. <strong>These adjustments ultimately made the \u201cDream\u201d the highest rated ad in the Commercial Real Estate industry for the 10th year running.<\/strong><\/p>\n<\/blockquote>\n\n\n\n<style>\n.mt-0{display:none;}\n.col-8{display:none;}\n.jumbotron{ animation: animateBg 8s linear infinite;\n  background-image: linear-gradient(90deg,#4ac300,#00b598,#009bb6,#6186ad,#009bb6,#00b598,#4ac300,#00b598);\n  background-size: 700% 100%;}\nh1{color:#fff;}\n@keyframes animateBg {\n  0% { background-position: 100% 0%; }\n  100% { background-position: 0% 0%; }\n}\nli.breadcrumb-item a{color:#fff;}\n.pt-5{padding-top:5px !important;}\n.case-study-pull-quote{padding:30px; border-radius:5px; border-left:5px solid #00b79a;}\n.quote-padding{padding: 0 0 20px 40px;}\n.btn-primary{background-color:transparent; border-color: #fff;}\n.btn-primary:hover{background-color:#fff; border-color: #fff; color:#11826b;}\n<\/style>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-1 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-background wp-element-button\" href=\"https:\/\/www2.ispot.tv\/ispottv-coldwell-banker-case-study.pdf\" style=\"background-color:#4ac500\">Download Case Study<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>#1 10th year running with #1 Rated Real Estate ad +8% Increase in overall effectiveness among Males 36-49 -80% Reduction in ad production expenses Executive Summary Coldwell Banker leveraged iSpot Pre-Market Creative Testing to fine-tune video creative performance; ultimately, landing the highest rated Real Estate ad for the 10th year running while simultaneously allowing Coldwell&#8230; Read More<\/p>\n","protected":false},"author":50,"featured_media":15016,"template":"","meta":{"footnotes":""},"categories":[],"tags":[],"ispot_product_categories":[],"acf":{"expiration_date":""},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_case_studies\/15005"}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_case_studies"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/ispot_case_studies"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/50"}],"version-history":[{"count":22,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_case_studies\/15005\/revisions"}],"predecessor-version":[{"id":28022,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_case_studies\/15005\/revisions\/28022"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/15016"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=15005"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=15005"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=15005"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=15005"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}