The Global Luxury division of Coldwell Banker is making a name for itself selling high-end properties in Northeast Ohio

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In the Cleveland/Akron area, there is an abundance of international relocations coming in, and Coldwell Banker’s many levels of marketing reach every corner of the globe to attract them. Pictured is Realtor Julie Boyle, a luxury home specialist. (Photography by Benjamin Margalit/Margalit Studio)

By Patricia Nugent

With specially trained agents and worldwide marketing platforms, the Global Luxury division of Coldwell Banker is making a name for itself selling high-end properties here in Akron.

The company, which was founded in 1906, has redefined the system of marketing luxury real estate, spreading its iconic brand to the most discriminating buyers.

“We’ve stuck with the principals upon which we were founded, yet have evolved with the times, tapping the best of technology,” says Jeff Greenway, who is the Director of Luxury for Coldwell Banker. 

“One of the key elements that makes us number one in the luxury market lies in our strength in creating global exposure.”

The intense program is paying off. Last year alone, Global Luxury sold $148.6 million in luxury homes each day.

What is a Luxury Home?
Luxury means different numbers in different cities. Jeff says, for instance, in Beverly Hills, Coldwell Banker classifies luxury homes starting at $1.9 million. In Akron, a home is considered luxury starting at $500,000.

Aside from the price tag, there are many unique aspects that differentiate a luxury home from the average listing, and just as many strategies for positioning it.

As with all real estate, location and amenities are determining factors in a home’s value. In the luxury market, those are heightened to breathtaking views, landscape and every special attribute of the home.


Training for Luxury Specialists

“Through our rigorous training, designated Luxury Property Specialists go through a three-day certification program and leave it having earned skills and knowledge of the nuances people are looking for in a luxury property,” Jeff says. 

“Our people are able to walk into a luxury home and immerse themselves in all the details that bring it value, from knowing the history of the estate and its past owners, down to the city in Italy where the tiles come from.”

Local agent Julie Boyle underwent the training and now about half of her listings are over $500,000. “In our area, we are truly fortunate,” she says.

“You can get so much house for the money, as well as acres of land if you want it.”

Julie says she researches each luxury home to discover its unique details such as the artist who crafted the custom millwork or stained-glass windows.


“The luxury seller is also unique in that there is more desire for privacy and screening the people who they allow to come see their home,” she says. “Also, their motivations are different from the regular seller. For instance, they usually don’t need to sell or move in a hurry.” 

Putting Listings in the Hands of the Right Buyer
“We advertise luxury listings in a mind-boggling amount of social media, blogging and 108 international luxury websites, as well as exclusive publications such as The New York Times, Unique Homes, The Wall Street Journal and The Robb Report,” says Jeff. 

“Plus, we also publish our own luxury magazine, direct-mailed to 30,000 elite potential buyers, as print is still important in this market.” 

Jeff also mentions that in the Cleveland/Akron area, there are an abundance of international relocations coming in, and Coldwell Banker’s many levels of marketing reach every corner of the globe to attract them.

“I’ve been in the luxury market since 1986, and I can tell you that it takes more than skills to be successful,” he says. 

“A designated luxury agent needs to have a passion, and special demeanor to deal with the high stakes of pricing a home perfectly and making the client happy.”

Coldwell Banker Schmidt Family of Companies is located at 344 West Turkeyfoot Lake Road in New Franklin. Call 330-645-2960 or visit ColdwellBankerLuxury.com for more information.