Case Study: Coldwell Banker achieves 80% lower ad production costs and top-rated real estate ads with iSpot.tv creative testing

How Coldwell Banker was Awarded the Highest Rated Real Estate Ad

Coldwell Banker, a major real estate company, needed to maximize the effectiveness of its video ad creative in a fast and cost-efficient manner. Their challenge was to understand audience resonance across all demographics before a campaign launch, requiring a solution that could evaluate multiple ad versions to prevent wasted media spend. To address this, they turned to the vendor iSpot and its iSpot Pre-Market Creative Testing service.

iSpot's solution provided quantitative and qualitative insights from over 500 demographically balanced consumers, allowing Coldwell Banker to fine-tune its ads. For its "Dream" campaign, this testing led to a crucial change from a popular song to an original track, saving an estimated seven-figure investment. By analyzing demographic data, iSpot enabled further creative adjustments that resulted in an 8% increase in effectiveness among males 36-49 and an 80% reduction in ad production expenses, helping the campaign become the highest-rated real estate ad for the tenth consecutive year.

Coldwell Banker

Victoria Keichinger

VP of Brand Marketing