©2012 Coldwell Banker Real Estate LLC. All Rights Reserved. Coldwell Banker® is a registered trademark licensed to Coldwell Banker Real Estate LLC. An Equal Opportunity Company. Equal Housing Opportunity. Each Office Is Independently Owned And Operated.

2012 PR PLAN

2012 Creative theme for PR

The REAL value of home

Dialogue continues to focus on falling prices, hitting bottom, interest rate fluctuation, foreclosures Consumers / media are missing the mark; homes are an investment in

happiness

A house is more than a mortgage – it’s a place to live and make memories

Our goal: unlock the emotional, intangible benefits of owning a home

Reboot conversation to focus on psychological vs. transactional Leverage new advertising creative and concept (including “Conventional

Thinking vs. Coldwell Banker Thinking”)

Tactics to bring creative theme to lifeFamily Psychologist: Underscore Emotional Value of a Home

-Partner with family psychologist as spokesperson

(What do people love about their homes? The home as an

investment in happiness)

-Create consumer survey / OTG agent survey

“Conventional Thinking vs. Coldwell Banker Thinking”

-Develop video series that spotlights agents who say what concept means to them

-Dispel conventional thinking / top 20 real estate myths from CB perspective through targeted pitches / social media efforts

On Location: Follow-up to “Kids Take on Real Estate”

-A series of stories focusing on the home from POV of grandparents, teens, newlyweds, friends

-Call for user-generated home videos describing homes’ favorite rooms or memories

Other major tactics

• Agent and Consumer Survey’s

• Home Listing Report (HLR)

• Celebrity Listings

Core PR tactics

• Portfolio of spokespeople

• News bureau efforts

• Media training on key rollouts

• White papers

• BlueMatter blog

David Siroty, VP of Communications

david.siroty@coldwellbanker.com or 973-407-7199

Heather Roberts, Senior Manager of PR

heather.roberts@coldwellbanker.com or 973-407-5590

Thank You