Coldwell Banker: Inclusive Ownership Program

Coldwell Banker Real Estate, real estate franchise, launched the Inclusive Ownership Program in the US to increase successful brokerage ownership of ethnic minority, women, LGBTQ+ and veteran entrepreneurs in the real estate industry.

Campaign details

Brand: Coldwell Banker Real EstateAdvertiser: Sears / Fremont Group / Realogy

The Problem

There is no one root of systemic racism in the United States, but one of the most devastating origins is within the housing industry. Historically, Black Americans, Hispanic-Americans, Asian- Americans, Jewish people, LGBTQ+ and specific immigrants were forbidden from living in certain communities and precluded from many programs that would allow them to purchase a home. Government-sponsored redlining made it nearly impossible for Black Americans to get a mortgage based on the racist assumption that homes in majority-Black communities were worth less...

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