Coldwell Banker UAE has launched the first branded YouTube channel to offer consumers a new way to search for and interact with real estate information and listings.

Named Coldwell Banker On Location (www.youtube.com/coldwellbanker), the channel has been created to more fully tap into the power of video for real estate search and discovery, and to drill deeper into the local insights that consumers want.

With this, Coldwell Banker has become first real estate brokerage to invest in promoting video listings for property in the UAE, said a top official.

'To create On Location, Coldwell Banker Real Estate closely collaborated with both YouTube, a Google subsidiary, and Google to develop a customized framework and user experience – offering what is arguably one of the most comprehensive and immersive brand channels on the YouTube platform,'  said Jim Gillespie, president and CEO of Coldwell Banker Real Estate.

'On Location is the first branded YouTube channel to use dynamic IP lookup to search for videos, which automatically serves up local results when visitors first hit the site,' he added.

According to him, two areas of strategic focus set Coldwell Banker On Location apart from other real estate Web sites.

'First, it showcases the power of video to bring real estate more vividly to life – offering behind-the-scenes looks at towns and neighborhoods, smart tips and timely news on real estate topics, and video listings of homes for sale.'

'Second, content posted to On Location has a strong emphasis on local information and insights, so consumers can dig deeper into the areas of the country that interest them most,' he explained.

“Video is a critical part of how today’s consumers want to explore real estate, and we intend to use it to an extent never before seen in our industry,” said Gillespie.

“On Location provides an exciting new platform for our vast network of thousands of sales associates to directly share the kind of local insights and knowledge that is invaluable to consumers hoping to learn about a new area.”

Gillespie pointed out that the site will appeal to a broad range of consumers. 'No matter what stage you’re at in your life or the real estate process, On Location has the insights you need served up in an exciting new format,' he opined.

Michael Fischer, senior vice president of marketing, Coldwell Banker Real Estate, said, “The 'On Location' is about building the Web’s richest array of real estate video content that is also the richest in local insights.”

“It’s the combination of these two missing pieces of the puzzle that make this site so exciting. In addition, Coldwell Banker is the first in the industry to put the full power of its brand and network behind a tool that represents the future of real estate – the video listing,” he added.

“Every month, millions of people search on YouTube for real estate content,' said Sam Sebastian, Classified and Local Advertising director at Google.

'Consumers are hungry for real estate-related videos. I'm thrilled that Coldwell Banker is developing such a substantial innovation for real estate video. I look forward to seeing Coldwell Banker build On Location into one of the most active destinations for real estate search, discussion and engagement,” he noted.-TradeArabia News Service