Sawtooth Sells Home Broker

NEW YORK(Eth)(Eth)Coldwell Banker real estate uses the personal touch in three new TV spots from The Sawtooth Group.
Ads from the Woodbridge, N.J., agency, aimed at the residential market, roll out this month on network and cable TV–home sales typically rise after the holidays. Spending was undisclosed, but sources estimated a $12 million budget.
All of the ads blend home-movie style footage with close-ups and dramatic music. In two 30-second spots and a 15-second execution which bowed yesterday, Coldwell Banker staffers–a woman who works with sellers and a man who deals with buyers–talk with customers and visit homes. Both use the voiceover, “I am the changing face of real estate. I am an ear, an eye a guarantee.”
The third ad, to break March 9, launches the client’s “Concierge”
program, which helps new homeowners find services such as electricians and decorators. In the spot, a customer says: “I am not a mover. I’m a home buyer. And I could use some help.”
Spots end with the voiceover, “Call your local office and discover what real estate should be.”
The ads tout a personal connection “often lost in ads [in which] there’s a lot of chest-beating,” said Tom Dougherty, vice president, management supervisor at Sawtooth.
Past spots touted the client’s “Personal Retriever” Web service.
Grey’s MediaCom, New York, buys media for the client.
Coldwell Banker parent Cendant Corp. also owns Century 21 and ERA real estate.