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In an effort to provide potential real estate customers with a reliable service, Colbert Coldwell founded a real estate organization in 1906. His inspiration grew from families affected by the San Francisco earthquake who were looking for new living spaces and comfortable homes. While many agents used this opportunity to acquire property from affected home owners at incredibly low costs and later resell these at steep prices, Coldwell saw this as an opportunity to establish a credible, trustworthy organization that cared for customers’ needs and well-being.