Coldwell Banker Residential Brokerage has over 55 full-time agents helping people to find the right home and sell their properties within the greater Princeton area and beyond. “Our location on Nassau Street [in Princeton] is unbeatable,” said Susan Norman, branch vice president.
“Coldwell Banker is a global company with approximately 3,000 offices and 896,000 agents worldwide,” Norman said. “Approximately 7,600 Coldwell Banker agents have been certified in the marketing of global luxury properties through Coldwell Banker Previews International. Coldwell Banker has over 92 percent brand awareness. We are up there with Coke and Nike. Everyone knows us.”
The Princeton office specializes in finding rental properties and buying and selling residential properties in the greater Princeton area, including Lawrenceville, Montgomery, West Windsor, Plainsboro, Cranbury, Ewing, Robbinsville, Hopewell and Pennington. Ten of their affiliated agents are also licensed in Pennsylvania and can help New Jersey home sellers “hop over the river” to Pennsylvania.
Norman often asks people why they chose Coldwell Banker. Responses often range from, “We’ve used Coldwell before” to “We respect the integrity of the agents,” words that make her smile. “We have a high ratio of repeat customers, and referrals from neighbors,” she said. “We are welcoming to everyone.”
Outside of the building, they have a water bowl for dogs and free maps of the Princeton area.“I stand up when someone walks into our office,” Norman said. “I greet everyone that walks into the office and offer them coffee.”
Coldwell Banker gives back to the community in other ways, too. For the fourth year in a row, they are sponsoring a secure document shredding event in April as part of the statewide Coldwell Banker Residential Brokerage Cares event. “People call us and ask when it will be,” Norman said. The office also supports the charitable work of Coldwell Banker Residential Brokerage Cares, the company’s philanthropic arm, which raised $100,000 for 10 New Jersey and Rockland, New York charities last fall at its Cares Cup event at the Meadowlands Racetrack.
Coldwell Banker agents host seminars at local libraries for seniors looking to move. “We help them understand the process, including pre-inspections and staging, and that they can walk through it with us,” Norman said. “For some people, it can take two years. We work with them and hold their hands during the process more than other companies.” For some it is hard to move after living in the same home for 20, 30 or even more years, she said.
Norman has been with Coldwell for 18 years, four as a manager. “Coldwell Banker agents care about their clients,” she said. “Agents research the true property values and have the hard talk with customers when necessary. Home prices fluctuate, and sellers don’t always want to digest that. We would rather disappoint up front and set them up for success. We’d rather not take the listing than have a frustrated seller. That is not fun for anyone. We tell you what the market will bear.”
Coldwell Banker agents continue to take classes to improve their skills. Norman notes now that millennials are buying homes, agents are learning how these buyers differ from older generations. Agents live in different towns in the area, and “speak over 17 languages,” adds Norman. In their front window is a globe with the word “Welcome” written on it in the different languages they speak.
Norman has seen changes in the industry. “The business model has changed for real estate agents,” she said. “They can make contracts on their cell phones, which they sign with digital ink. They can do it virtually. The technology is awesome.”
When agents do come into the bright and airy office, Norman makes it a welcoming environment. “It is a great office, with a great team, and great agents,” she said. “I love to be here.” Coldwell Banker makes it an inviting place for agents to work. Included in the monthly budget is money to pay for agents to park in Princeton. “We have a generous monthly stipend to come into the office if they need to,” Norman said. “Parking is not an issue.”
Norman sometimes cooks for her staff. Last month, she set up a crock pot, cut up vegetables and made soup for the team. People bring their dogs to work, and Norman recently hosted a baby shower for an agent. “It is a very friendly place,” she said. “It is great for agents to come here as we have an incentive program called Referral Rewards to bring in friends and other agents who would like to affiliate with Coldwell Banker.”
Coldwell Banker welcomes walk-in and call-in customers.
Coldwell Banker Residential Brokerage, 10 Nassau Street, Princeton. Phone: (609) 921-1411. coldwellbankerhomes.com.