• by Tanya Gazdik , November 6, 2014

Coldwell Banker is debuting a new digital platform that allows home sellers to become more active participants in the listing of their properties.

“Who knows a property better than the seller?” says Sean Blankenship,SVP marketing, Coldwell Banker Real Estate LLC. “The new platform gives sellers a platform to tell their story, their way.”

The realtor has put together a video showcasing how the new Web site will work and how it evolves the real estate process. The new platform is the first from a real estate brand to connect buyers, sellers and agents and to create a destination for storytelling and customer participation, Blankenship tells Marketing Daily.

The new platform provides social collaboration, giving buyers the opportunity to share listing feedback with friends and family, as well as feedback to real estate agents and sellers.

“Seller participation fills a void in the real estate process,” Blankenship says. “Up until now, digital real estate platforms have lacked the tools to truly capture a home’s character and personality. Our new platform will now solve the age-old question ‘what if the walls could tell a story?’”

Nickelfish designed the Web site. Coldwell Banker is working with all its agency partners to execute the digital launch rollout including CooperKatz, Siltanen & Partners, Convidence, AMP and Mediacom.

According to a recent study conducted by Coldwell Banker, 87% of Americans feel the process of buying and selling a home could be improved. More specifically, 64% would prefer to engage a real estate agent who allows them to share their own photos, videos and personal stories of their home with potential buyers.

“For years, the real estate industry has focused on targeting buyers. In many ways, sellers are being ignored in the existing process,” Blankenship says. 

Celebrities William H. Macy and Felicity Huffman are among the first sellers to take advantage of the new platform. Their home’s listing on the Coldwell Bankerdigital platform provides a personal account of what the home has meant to them.

“We love this house and so do our two girls. We’ve had the best dinner parties and holiday feasts,” wrote Macy on the home’s listing page. “Felicity and I love to hike up toward Sopris Mountain, right out the back door. We’ve spent hours on the back deck watching the fantastic color as the sun sets over the ranch. We put a secret door between the kids’ bedrooms which has been a huge hit, and of course my wood shop where I’ve made some lovely pieces of furniture.”

Home sellers can upload stories, photos and videos to their listing page. Once approved by their agent, these personal contributions from the seller will be displayed alongside the agent’s images and listing description.

Later this year, the brand will launch a seller dashboard that provides real-time feedback from buyers on how the seller’s listing is performing. The ability to access this information will allow sellers and their agents to determine how to best market the home.  

Nearly three-quarters of Americans (72%) agree that too often, real estate listing descriptions incorrectly portray the home for sale, according to the study.

The digital platform gives buyers more transparent and authentic information directly from sellers. Buyers will have the ability to rate different home features, the home description, photos and videos.