Coldwell Banker Previews International: A History of Difference

Previews International® is recognized as a world leader in the marketing of exceptional properties. A part of its success, over seven decades of dramatic change throughout the world, can be traced to its birth in the cauldron of the Great Depression in 1933 - a time when innovation often spelled the difference between success and failure. Previews® was the brainchild of Henderson Talbot, a young entrepreneur who knew that all too soon many million-dollar mansions would go begging on the market. Taking a cue from motion pictures, Talbot began capturing the beauty and style of these mansions on film. This marketing endeavor, which Talbot called Previews®, increased fine property exposure and rate of sale by appealing to those for whom time was money.

But Talbot’s innovation didn’t stop there. Previews® was the first real estate marketing program to go beyond the local market and specialize exclusively in marketing luxury properties nationally and internationally. Henderson Talbot was also the first to implement a national and international Multiple Listing Service through a collection of publications that highlighted distinctive properties.

Homes that were once considered difficult to sell because of limited prospective buyers during the Depression, instantly gained focused exposure to the right audience with this revolutionary “intelligent” marketing technique.

While Talbot was exploring the international market with great success, Coldwell Banker® Real Estate Corporation was also realizing the magnitude of this global opportunity. Thus, in the early 1980’s, the real estate leader acquired Previews® to create the Coldwell Banker Previews International® Program, available exclusively through Coldwell Banker® Brokers and Sales Associates. This acquisition enabled Coldwell Banker® offices to better meet the needs of a clientele whose wealth often took them around the world.

Today, Previews International® is widely considered to be the world’s consummate Marketing Program for successfully promoting luxury properties to a local, national and international marketplace.

©2014 Coldwell Banker Real Estate LLC. Coldwell Banker®, Previews® and Previews International(r) are registered trademarks licensed to Coldwell Banker Real Estate LLC. An Equal Opportunity Company. Equal Housing Opportunity. Owned and Operated by NRT LLC.

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