Luxury Marketing Protocol & Initiatives by Berkshire Hathaway HomeServices Florida Properties Group

MARKETING PROTOCOL & INITIATIVES

GLOBAL MARKETING

TABLE OF CONTENTS GLOBAL INITIATIVES & OPPORTUNITIES PAGE 4 | Web PAGE 10 | Social Media PAGE 13 | Print PAGE 16 | Luxury Collection Specialist

FLORIDA PROPERTIES GROUP PAGE 18 | Signage PAGE 19 | Postcards PAGE 20 | Digital PAGE 24 | Print Advertising

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CURRENT THRESHOLDS As of January 1, 2024 the following Luxury Threshold Minimums are in place for what is considered a Luxury Property within each of our counties. These numbers have the opportunity to increase or decrease year to year based on the top 10% of each county’s closed sales. PINELLAS COUNTY

$1,100,000 HILLSBOROUGH COUNTY

$900,000 PASCO COUNTY

$650,000 POLK, HERNANDO & HIGHLANDS COUNTY

$500,000

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GLOBAL MARKETING

LUXURY COLLECTION WEBSITE The Berkshire Hathaway HomeServices Luxury Collection website demonstrates how Berkshire Hathaway HomeServices Luxury Collection Specialists stand apart in the market and highlights the quantity and vast geography of network members’ luxury listings. We do this by showcasing the range of tools that Luxury Collection Specialists have available to them as part of the Berkshire Hathaway HomeServices brand, as well as highlighting the exceptional service buyers and sellers can expect from agents.

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GLOBAL MARKETING

THE HOMEPAGE

FIVE PROPERTY CAROUSEL

FEATURED RESIDENCE

THE LUXURY LENS

At the top of the page, there is a carousel with the capacity to feature five listings that are currently on the market. These properties must be designated as luxury (please review information on the qualifications of luxury listings, here ) and must be a top tier listing. We do not have a price point threshold as luxury is different in each region, but it must be an exceptional property. Please review the website for examples.

There is one opportunity for a featured residence on the homepage. This residence must qualify as a luxury listing, be currently on the market, and be a top tier listing. We do not have a price point threshold as luxury is different in each region, but it must be an exceptional property. Please review the website for an example.

This social media wall is powered by the Luxury Collection Instagram page @BHHSLuxury. Items that appear on the Luxury Collection Instagram page will also appear in this space. Please see page XX of this book for information on submitting listings to feature on the Luxury Collection social media channels.

To submit a listing for the Five Property Carousel or Featured Residence opportunities, please send an email with the subject line “Website Homepage Featured Residence” with the listing link and link to downloadable images to LuxuryListings@HSFranchise.com LUXURY MARKETING PROTOCOLS & INITIATIVES | 5

GLOBAL MARKETING

SELL PAGE

AGENT FEATURES Those who hold an active Luxury Specialist Designation have the opportunity to be highlighted in an agent feature story. These articles tell unique and interesting stories about Luxury Collection Specialists including; how they got started in the luxury space, a day-in-the-life, interesting stories that happened to them while working in the field, philanthropic work, and much more. In order to be featured, the Luxury Collection Specialist must agree to an interview with a Berkshire Hathaway HomeServices global marketing team member who will write the story. During which, the interviewer will ask a series of questions in order to establish an angle for the story and will interview the network member as a journalist would. After the interview, the Luxury Collection Specialist must be willing to participate in any follow-up interview if needed or to answer any clarifying questions via email in a timely manner. The Luxury Collection Specialist will be required to review the article and provide approval in a timely manner before the article will appear live on the website. When submitting for this opportunity, the Luxury Collection Specialists must supply at least three items of media to be used as illustrations within the blog. These three items could include: professional images of the agent (please make sure each image is taken in a different location or space to give the article a compelling design look), an image of the Luxury Collection Specialist with their team (if applicable), a downloadable video of the Luxury Collection Specialist that will complement the story.

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To submit for inclusion, please send an email with the subject line “Agent Feature Story” to LuxuryListings@HSFranchise.com

GLOBAL MARKETING

BUY PAGE FEATURED LUXURY LISTINGS There is an opportunity to feature eight luxury listings on the Buy Page. These listings must qualify as a luxury listing and be currently on the market. To submit a listing to be featured, please send an email with the subject line “Website Featured Residence” with the listing link to LuxuryListings@HSFranchise.com.

MEDIA PAGE LUXURY COLLECTION MEDIA COVERAGE If you have a luxury listing that has been featured in the news and would like it showcased on the media page, please send an email with the subject line “Luxury Media Page” with the listing link and link to online article only (we cannot feature print-only pieces) to LuxuryListings@HSFranchise.com.

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BLOG

AUTOMATIC SYNDICATION BerkshireHathawayHS.com BHHSLuxuryCollection.com The Wall Street Journal: WSJ U.S., & WSJ India and WSJ’s Chinese & Japanese Language Editions MansionGlobal.com (Over $1 Million): English, Spanish, Chinese, & Japanese Editions Mansion Global WeChat Channel (Over $1 Million) Barron’s.com Homepage & Penta Homepage Juwai.com Financial Times Rotate in Showcase ad on MansionGlobal.com (Properties Over $5 Million, sample below)

PROPERTY FEATURE To have your listing featured in the Luxury Collection blog, please send an email with the subject line “Luxury Blog” with the listing link, link to downloadable images and video, and brief overview of what makes the property newsworthy to LuxuryListings@ HSFranchise.com. What makes a home newsworthy could include—a celebrity/noteworthy owner, unique or interesting design, or a record-breaking listing.

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GLOBAL MARKETING

GLOBAL OPEN HOUSE The Berkshire Hathaway HomeServices Luxury Collection Global Open House is a regular virtual event that brings together agents from across the entire global network to explore and celebrate some of the most exquisite luxury listings represented by network members and to discuss unique marketing and sales opportunities. Each show includes a video tour of three to four luxury properties and is followed by a live question and answer session with the listing agents and Berkshire Hathaway HomeServices CEO Christy Budnick to share facts and features about the home and to discuss best practices.

FAQ WHAT IS THE LUXURY COLLECTION GLOBAL OPEN HOUSE? The Luxury Collection Global Open House is an exclusive marketing and networking event. It is an opportunity for a listing agent to market an exceptional property within the network. Because discretion and privacy are of utmost importance to the high net worth seller, each episode is invitation only to Luxury Collection Specialists, Broker/ Owners, and Marketing Directors. Approximately 3,000 invitations are sent. WHAT IS AN EPISODE? Each episode features 4-6 listings in diverse markets around the globe. The duration is 45-60 minutes. HOW IS THE EPISODE STRUCTURED? The episode is hosted by Christy Budnick, CEO. Property viewings are first, followed by a Q&A session with the listing agents.

HOW IS THE EVENT BROADCAST? Each episode is an invitation only, private viewing within a Zoom webinar. Approximately 500 invitees attend each episode. HOW DOES A PROPERTY QUALIFY FOR AN EVENT? There are several criteria to participate. The property must be in the luxury price point for the market. We require properties which are exceptionally showcased. We cannot accept properties which are dated or cluttered. A professionally produced property video must accompany the submission, and a listing agent introduction video will need to be provided as well. WHAT IS REQUIRED OF THE LISTING AGENT? The listing agent will be asked to agree to the following: • Submit the 2 videos: a 3-5-minute property video, and a 30-60 second listing agent intro video. • Attend the episode in which the property will be featured.

• Engage in a 15-minute interview with the co-host to prepare for the Q&A session approximately one week prior to the event. • Arrive 20 minutes early to the actual event for a tech rehearsal.

CAN THE EPISODE BE SHARED WITH CLIENTS? Certain episodes are available to be used as a listing resource and with clients in discreet marketing campaigns.

WHAT IS CONSIDERED A QUALIFIED PROFESSIONAL PROPERTY VIDEO? We cannot accept a faux video, i.e., still photos streamed together.

IF I’M INTERESTED IN A LISTING, HOW DO I REACH THE LISTING AGENT? The featured property addresses and the contact information for each listing agent is available during the live event and with the recorded episode in Resource Center. Attendees will also receive a follow up email with all the information.

WHAT IS A LISTING AGENT INTRODUCTION VIDEO? If the listing agent does not personally appear and present in the property video, we would like for the listing agent to record a personal introduction of the property. This video can be recorded using a cell phone; the more personable the better. IS THE EPISODE RECORDED? Yes, each episode is recorded, and the recording is available in the Luxury Collection area of the Resource Center.

HOW DO I SUBMIT MY PROPERTY FOR CONSIDERATION? To submit your luxury property for consideration, please email a professionally produced video of your luxury listing to luxurylistings@ hsfranchise.com.

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SOCIAL MEDIA The world of social media is no longer a suggestion - it’s an expectation. Our network members can reap the rewards and seize opportunities that commend our verified channels, while partnering with esteemed names including Unique Homes and Architectural Digest. Join us as we revolutionize the digital landscape; make your mark in the sphere dominated by Berkshire Hathaway HomeServices Luxury Collection!

GLOBAL CHANNELS Instagram - @BHHSLuxury Facebook - @BHHSLuxury LinkedIn - BHHS Luxury Collection Twitter - @BHHSLuxury

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SOCIAL MEDIA OPPORTUNITIES PROPERTY FEATURE Send high resolution property photos, the link to the property from BerkshireHathwayHS.com, and one line of descriptive copy to LuxuryListings@HSFranchise.com All submissions will be considered for the featured rotation on BHHSLuxury Instagram, Luxury Collection Facebook group post, and BHHSLuxury Pinterest boards.

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GLOBAL MARKETING

PRESTIGIOUS PROPERTIES UNIQUE HOMES SOCIAL MEDIA TAKEOVER Berkshire Hathaway HomeServices has created the Prestigious Properties social media initiative exclusively for all network members representing luxury properties to place their listings in front of a targeted, global audience. This initiative comprises a weekly “takeover” series of the Unique Homes social media accounts on both Instagram and Facebook—totalling more than 415,000 followers.

@UniqueHomes_Media (101K) Unique Homes (314K)

Each Wednesday, Unique Homes share two static (image only) posts and one video post of a property represented by a Berkshire Hathaway HomeServices network member to their feed.

REQUIREMENTS TO SUBMIT A LISTING FOR A STATIC POST

REQUIREMENTS TO SUBMIT A LISTING FOR A VIDEO POST

The listing must be classified as a luxury listing. To ensure it does qualify as a luxury listing, please note that the listing will automatically appear with a Luxury Collection banner on the BerkshireHathawayHS.com website if it meets the luxury price point threshold. Please contact your marketing team, broker or LuxuryListings@HSFranchise.com if you have any questions about what qualifies as a luxury listing.

To submit a luxury listing to be posted on the Unique Homes social media accounts please: • Ensure that it meets the luxury listing criteria • Send the listing link and link to downloadable images to LuxuryListings@HSFranchise.com • Also include in the email your social media handles that you would like us to tag

To submit a luxury listing to be posted on the Unique Homes social media accounts please: • Ensure that it meets the luxury listing criteria • Send the listing link and link to downloadable MP4 video to LuxuryListings@HSFranchise.com • Also include in the email your social media handles that you would like us to tag

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PRINT MEDIA Attracting the right audience through print is an important part of our global print strategy, our print ads appear in highquality publications including the Wall Street Journal, Mansion Global Experience Luxury, PENTA, Unique Homes Magazine, Prestige, Netjets Magazine, and duPont Registry. As a Berkshire Hathaway HomeServices network agent you benefit from the relationship that we have arranged for you with some of the most prestigious luxury collection publications.

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PRESTIGE

BERKSHIRE HATHAWAY HOMESERVICES’ PROPRIETARY PUBLICATION Berkshire Hathaway HomeServices Prestige magazine has been the definitive voice of luxury lifestyle pursuits for almost a decade. Published three times a year in Spring, Summer and Fall, the magazine features captivating editorial content alongside prestigious property listings to create the premier lifestyle guide and global property showcase publication. Pairing longevity with proven results, the magazine provides unique opportunities exclusively for Berkshire Hathaway HomeServices network members to showcase listings to a targeted global audience through its print and digital formats and strategic distribution channels. To reserve an ad, please contact: Bruce Griset, Director of Sales bgriset@uniquehomes.com STRATEGIC DISTRIBUTION

TARGETED AUDIENCE

• Each issue has a minimum print distribution of 50,000

• Average net worth of $4,525,000

• Mailed to affluent U.S. consumers, including those with a net worth of $25 million and above

• Average value of real estate holdings: $3,500,000+

• Each Berkshire Hathaway company CEO/leader receives a mailed print copy

• 7 of 10 are actively in the market to buy or sell

• Distributed in Delta Air Line Sky Clubs across 37 major US airports • Mailed to past clients and prospects among those advertising in each issue • Mailed to more than 2,500 Berkshire Hathaway HomeServices Luxury Collection Specialists, marketing directors and broker/owners • Inserted in its entirety into the Unique Homes Magazine—print and digital (Added readership of 100,000+) • Digital issue featured on the BerkshireHathawayHS.com website— with more than 14 million views in 2021 • Digitally shared to entire Berkshire Hathaway HomeServices network comprising more than 50,000 global real estate professionals

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• 40% own 2 properties; 30% own 3 or more properties • 4 of 5 have yet to select an agent/broker PERSONALIZED DISTRIBUTION Each agent that commits to at least one full page of advertising receives up to 100 customized copies directly mailed to their contact list and 20 customized copies for the agent. The agent picture and contact information appears on the cover of these customized copies. UNIQUE HOMES MAGAZINE BONUS Network members that commit to all three issues per year, or purchase a two-page spread in an issue, receive Platinum Broker status on UniqueHomes.com, which includes an online profile and the ability to upload up to 100 properties to the site ($2,995 value).

GLOBAL MARKETING

THE WALL STREET JOURNAL INTEGRATED CORPORATE MARKETING PLAN BRAND ADVERTISING Brand ads will be featured on the front page of Mansion, in select issues throughout the year, published on Fridays. MANSION GLOBAL EXPERIENCE LUXURY INSERT A luxury real estate supplement from The Wall Street Journal Published five times a year, Mansion Global Experience Luxury is a oneof-a-kind opportunity to connect with The Wall Street Journal’s high net-worth subscribers within the most affluent zip codes and markets across the country. U.S. Distribution 100,000 Wall Street Journal print subscribers of the WSJ Weekend Edition across the following regions: New York, Miami, Los Angeles, San Francisco, Houston, Dallas, Chicago, Boston Berkshire Hathaway HomeServices has reserved full-page color ad units in all ten issues of Mansion Global Experience Luxury. Custom digital ad units appear across the WSJ digital network on desktop and mobile. Includes target placements and rich media Units to inspire and engage buyers.

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LUXURY COLLECTION SPECIALIST DESIGNATION The Berkshire Hathaway HomeServices Luxury Collection comprises an exclusive group of real estate professionals and an unparalleled portfolio of the most magnificent homes around the globe. Luxury Collection Specialists are among the most revered in the industry for their unwavering commitment to excellence and an undeniable passion to serve. With vision, commitment, determination, and elegance, Luxury Collection Specialists provide white glove service for those seeking or selling homes. Powered by a brand that offers what no other can and whose ethos is founded on trust, stability, integrity, and longevity, Berkshire Hathaway HomeServices Luxury Collection Specialists pair invaluable knowledge with access to advanced tools and vast global connections. Those with the Luxury Collection Specialist Designation market themselves as luxury experts by way of exclusive marketing collateral available only to those with the designation. They also receive exclusive invitations to networking events, including the annual Luxury Collection reception at Sales Convention. Apply for your designation or renew on Resource Center.

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