Coldwell Banker Launches 'The Letter' Campaign to Celebrate 120 Years in Real Estate
Coldwell Banker has launched a new national advertising campaign titled 'The Letter,' marking its 120th anniversary. The campaign, set to debut during the 2026 football season on a streaming service, follows one family across three generations living in the same home and highlights the emotional significance of real estate beyond financial value. According to Brandon Newman, Vice President of Marketing at Coldwell Banker Real Estate LLC, 'The Letter' is designed not as traditional advertising but as an immersive storytelling experience that reflects on how homes shape lives. The campaign features a 60-second spot and several shorter clips capturing key life moments within the family's home over three decades. Mary Lee Blaylock, President of Coldwell Banker Affiliates, emphasized that real estate is inherently emotional and that agents play an important role in facilitating meaningful transitions for families. The campaign was developed with Siltanen & Partners and directed by Alice Gu.
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