SIR Style Guide | The Voice of the Brand by Cascade Hasson Sotheby's International Realty

The Voice of the Brand A Style Guide for Presenting Exceptional Homes

Sotheby’s International Realty Affiliates LLC

2020

INTRODU CTION

THE SOTHEBY’S INTERNATIONAL REALTY® BRAND REPRESENTS HOMES AND LIFESTYLES OF THE WORLD’S MOST EXCEPTIONAL CALIBER, AND TO HELP YOU EFFECTIVELY PORTRAY THIS, WE HAVE CREATED THIS STYLE GUIDE TO AID YOU IN COMMUNICATING WITH YOUR CURRENT AND PROSPECTIVE CLIENTS. WHILE IT FOCUSES ON THE SOTHEBYSREALTY.COM EXPERIENCE SPECIFICALLY, THE BASIC TENETS APPLY TO ANY MEDIUM YOU’RE WORKING IN. AS

WITH

ANY

EXCEPTIONAL

EXPERIENCE

SOTHEBY’S

INTERNATIONAL

REALTY

DELIVERS,

SOTHEBYSREALTY.COM IS A CONTENT-RICH CONSUMER DESTINATION THAT FOCUSES ON PROPERTY, LIFESTYLE AND LOCATION. OUR RESEARCH SHOWS BUYERS ARE ATTRACTED TO LUXURY HOME LISTINGS THAT HAVE EXTRAORDINARY PHOTOS AND VIDEOS, WHICH THEY CAN CONSUME MORE RAPIDLY THAN READING DESCRIPTIONS. PHOTOS AND VIDEOS CONVEY SIZE, ARCHITECTURAL STYLE, CONDITION, QUALITY, AND AN IMPRESSION OF THE NEIGHBORHOOD, ALL OF WHICH CAN MAKE AN EMOTIONAL IMPACT AND CONNECTION WITH PROSPECTIVE BUYERS. AS A RESULT, IN OUR EXPERIENCE PROPERTY DESCRIPTIONS NEED TO SAY MORE WITH FEWER WORDS, AND SUPPORT THE VISUALS IN TELLING THE UNIQUE STORY OF AN EXCEPTIONAL HOME AND LIFE. WE DESIGNED SOTHEBYSREALTY. COM WITH ALL THIS IN MIND. YOU ARE KEY TO MAKING THIS A SUCCESS. BY PROVIDING HIGH-QUALITY VISUAL CONTENT, AND SHORT, IMPACTFUL DESCRIPTIONS YOU CAN MAXIMIZE THE RESPONSE TO YOUR LISTINGS ON SOTHEBYSREALTY.COM. AND IT ALL STARTS WITH THIS STYLE GUIDE. LEARN HOW TO SAY MORE TO PROSPECTIVE BUYERS WITH FEWER AND MORE IMPACTFUL WORDS. THIS STYLE GUIDE WAS DESIGNED TO HELP YOU DO JUST THAT. FINALLY, WE RECOMMEND VIEWING THE GUIDE DIGITALLY AS LINKS TO ONLINE EXAMPLES ARE PROVIDED WITHIN.

Contents 3

Section 1 Introduction

Section 2 Brand Protection

Section 3 Property Listing Details A.

Property Video

15 Second Property Clip

Headline

Photography

Photo Captions

Property Overview

Location Overview

Location Video

Owner’s or Expert’s Quote

Matterport 3D Space Virtual Reality Tours

Section 4 24 Office Profiles Section 5 27 Associate Profiles Section 6 30 Content Specifications At A Glance Section 7 31 Writing Tips Section 8 36 Legal Terms & Conditions

2. B RAND PROTECT ION

We are stewards of the most exceptional brand of real estate in the world, and those representing Sotheby’s International Realty brand, we are each tasked with protecting the image and differentiation that our rich heritage affords us. Our Quality Control team has developed a strategy

QUALITY CONTROL REVIEW The Quality Control Team will review the following: • Photos of single family homes $250,000 USD and below

that protects the brand’s online and in print presence as well as in traditional print materials with development of our Quality Control Team. Along with helping create the best possible multimedia content for sothebysrealty.com, this guide will set expectations and identify specific quality standards we are monitoring to preserve the exceptional value of our brand.

• All properties not defined as “Single Family Homes” • All eGallery Top Tier properties • All Marketing Materials created at the local level and through our preferred partner XpressDocs • All property, associate, and office videos. • All Signage

Our manuals have been carefully compiled to provide you with a robust resource to support responsible use of the brand’s mark and image. It is strongly advised that this document, and the others found on Access, be referred to often to ensure compliance.

Overall adherence to the details in this guide will not only ensure that you have the best possible photos, videos and overall property listing, but will also maintain consistency within the brand’s voice and overall image.

QUALITY CONTROL CONTACT

We reserve the right to remove a property list-

To help maintain the highest possible brand

ing from sothebysrealty.com and eGallery that

standards, we recommend every office have a designated Quality Control contact for our team

may not meet our quality standards. –Sotheby’s International Realty® Brand

to reach out to in order to help maintain brand standards. This individual should: • Be given this responsibility at the office level by the broker/owner • Operate as the primary contact for critical emails from our Quality Control Team requiring timely follow-up • Manage the resolution of any outstanding quality challenge your company’s listing may have • Understand the property listing input process on sothebysrealty.com • Ensure back-up coverage in case they are out of the office

3. P ROP ERTY LIST ING DE TAILS

The details of a property listing are key to attracting the right prospective buyers. Like any successful

A. PROPERTY VIDEO

advertisement, it is your opportunity to showcase

You are encouraged to upload professionally

your product in its best light. Property listing details

produced video 1 to 3 minutes in length that shares

must be efficient and informative providing just the

the unique nature of the property and reflects the

right degree of depth. The intent is to communicate

Sotheby’s International Realty® brand overall.

a property’s most appealing features, in a clear

LENGTH

and timely fashion, while addressing all or most homebuyer questions.

1 - 3 minutes

Affiliate property listing details posted on

Longer videos tend to get passed over on the web and

sothebysrealty.com are now structured with the

do not hold the viewer’s attention for the full length.

following elements: A. Property Video: Showcase the unique nature of the property B. 15 Second Property Clip: Entice the buyer to view more about the property

RESOLUTION 4K Ultra High Definition / HD (4K/1080p) The Sotheby’s International Realty brand’s marketing

C. Headline: Demand attention, compel interest (in Dash this field is called “Property Name”)

is based on an iconography of bold visuals conveyed

D. Photography: Make an emotional impact and connect with buyers

sothebysrealty.com and our distribution platforms.

E. Photo Captions: The stories behind the images (in Dash enter in “Description” field)

Definition (UHD) and High-Definition (HD) videos, so

F. Property Overview: Your listing’s elevator pitch (in Dash, “Property Description”)

We highly recommend 4K (3840 × 2160 px) and in

G. Location Overview: Top reasons to live here (in Dash, “Area Description”)

minimum acceptable resolution.

H. Location Video: Give distant buyers the same perspective as those who visit in person I. Owner’s or Expert’s Quote: Share the designer, architect or seller’s passion J. Matterport 3D Space Virtual Reality Tours: Immersive experiences that allow visitors to tour the space from their own *When possible, please consider translating copy and video voiceover into multiple languages

through the highest video resolution quality on Our showcase presentation displays Ultra Highanything less will appear to be stretched and pixilated. a 16:9 aspect ratio. When not available, 1080p is the

AUDIO Music track with optional voiceover A backing track of royalty-free (right to use copyrighted material or intellectual property without the need to pay royalties or license fees), or licensed music is required. If a narration is added to the video, it must be a clear and crisply recorded voice-over that extols the virtues of the property, providing descriptive information in an unobtrusive manner. Avoid regional dialects.

3. P ROPE RT Y LISTING DE TAILS

STYLE

FILE FORMAT

Smooth camera movement; No still photography

All major file formats are accepted – web-friendly

We suggest that you hire a professional videographer

mp4 preferred. Must be less that 1 GB in size.

or use a tripod or stabilizing system to avoid shaky video. When editing, avoid jump cuts, in which two sequential shots of the same subject are taken from

PROPERTY VIDEO EXAMPLES Correct:

camera positions that vary only slightly. Do NOT use still imagery. This will avoid duplicating the look and feel of our existing Virtual Tours, which will create an inconsistent feel and fail to take full advantage of the video medium. Keep the focus on the property, with minimal superfluous on-screen elements. When used sparingly and in a refined, elegant manner, on-screen talent has the ability to add to the quality of the production.

Click to Watch Video

When using on-screen talent, the following guidelines

Edited to a calm, luxurious pace with crisp, in-brand

should apply.

voiceover. Footage is paced very well and uses modern cinematographic elements that reflect the

• Adds value to the message of the video

property and the brand perfectly.

• Professional appearance and demeanor • Provides an expert point-of-view • On brand (Savvy, Refined, Inviting, Discreet)

LOGOS, CAPTIONS, TITLES AND CREDITS No on-screen logos, graphics or text Written or graphic identification is not needed within

Click to Watch Video

the video because it will appear on the same page as

Reflective of the property and location, this video

your listing.

has a fast, intense pace And uses modern editing.

THUMBNAIL IMAGE

No voiceover is used, which is advantageous for future editing. No on-screen elements are used.

High Definition (16:9 Aspect Ratio) Every video has a thumbnail image that will be the initial visual a visitor sees. Make sure the image you choose is the most intriguing. (Please refer to the photography section on page 7).

3. P ROP ERT Y LISTING DE TAILS

PROPERTY VIDEO EXAMPLES(CONT’D) Incorrect:

B. 15 SECOND PROPERTY CLIP Your 15 Second Property Clips are the first impressions consumers have of the Sotheby’s International Realty brand and your property. It is imperative that they meet or exceed the required quality standards. The 15 Second Property Clip is intended as a “Preview” of the full-length Property Video, meant to be displayed on a large-format screen, including the Apple TV eGallery and sothebysrealty.com home page. These platforms are full-screen experiences that play automatically with no audio.

Click to Watch Video

In addition, the brand will continue to utilize the

Video is entirely composed of still-images and set to

15 Second Property Clip through new distribution

generic classical music. Voiceover is poorly recorded

venues (including through social media and

and a pervasive echo can be heard throughout the

advertising channels) into the future.

video. Pacing is bland and uninviting, with voiceover pausing at random intervals

LENGTH 15 seconds Videos that exceed 15 seconds will be automatically rejected.

RESOLUTION 4K Ultra High Definition / HD (4K/1080p) Our home page and Apple TV App displays videos at a maximum of 4K (resolution of 3840 x 2160 pixels) Click to Watch Video Video is entirely composed of still-images and set to generic classical music. Pacing is bland and uninviting, with voiceover pausing at random intervals.

and will scale down in resolution and aspect ratio to accommodate browser size and user bandwidth. As a result, video source files you submit must be at least 1080p for placement and formatted in an aspect ratio of 16:9.

AUDIO Music track with no voiceover A backing track of royalty-free (right to use copyrighted material or intellectual property without the need to pay royalties or license fees), or licensed music is suggested. If utilizing the same audio track from the full-length Property Video, please ensure your purchased license includes two uses (referred to as “derivative works”).

3. P ROP ERTY LIST ING DE TAILS

Music should be edited to the length of the 15 Second Video Clip and not start or get cut off unexpectedly. We have chosen to not include audio when viewing

LOGOS, CAPTIONS, TITLES AND CREDITS

videos on the sothebysrealty.com home page or

No on-screen logos graphics or text

the eGallery display to minimize disruption to the

Written or graphic identification is not needed within

end user, therefore, the audio will be suppressed by

the video because it will have a text overlay on the

the application and the video that is created should

home page or eGallery with relevant information.

include a musical backing track.

STYLE

FILE FORMAT All major file formats are accepted – web-

No on-screen talent, shaky video, or intermixed

friendly mp4 preferred. Must be less that 300

still photography.

MB in size.

We highly recommend hiring a professional videographer. If the 15 Second Property Clip includes

15 SECOND CLIP EXAMPLES

camera movement, utilize a stabilizing system that will avoid a shaky video result. “Shaky camera” techniques are not allowed. The use of actors or on-camera talent is not permitted. Instead, emphasize the property, location, or lifestyle. No still images should be used in the 15-second video. Most Effective Technique: Shoot single-take footage from a fixed point and with no camera movement,

Click to Watch Video

which creates a subtle, modern feel. Include movement within the frame to create action (e.g. a crackling fireplace in the living room, a sun setting behind the home, wind blowing foliage, doors opening, etc.)

EDITING Leisurely paced, combine least number of shots possible Your completed 15 second video should combine no

Click to Watch Video

more than 6 total shots but ideally 3 or less, as this

Examples above are well-paced and allow

intentional pacing is most effective on a large-screen

each shot to have room to breathe before

format both with or without audio present.

cutting to the next. Compositions are focused on wide and “epic” photography, with some intimate interiours used based on the property. Minimal camera movement. Edited to exactly 15 seconds with no audio.

3. P ROPE RTY LIST ING DE TAILS

C. HEADLINE The headline must be succinct – 10 words or less – and include the most important aspect of the listing, whether that be a feature of the home itself or its location, history or potential. Do not include the town or city because it already appears in the listing’s location field. However, do include district or neighborhood information if that detail enhances the listing’s value. The purpose of the headline is to stop prospective buyers and compel them to peruse the photos and details, not to tell the entire story. Please note that on the search results only 30 characters, which is about 3 words, will appear. Longer headlines will be truncated by an ellipsis. *Please note: In Dash this field is called “Property Name” Correct:

Magnificent Beachfront Living in Hawaii Incorrect: The Price is Right on this New-Build Condo Featuring a State-of-the-Art Kitchen, Four Bedrooms and DineIn Kitchen

Correct: Soho Condo Commands Views of Hudson and Skyline Incorrect: Soho Condo Commands Views of Hudson and New York City Skyline

3. P ROPE RTY LIST ING DE TAILS

D. PHOTOGRAPHY High-quality photography is paramount for both digital and traditional marketing. Our brand has always placed a strong emphasis on high-quality, meaningful photography, and that is even more critical now. We reserve the right to withhold or remove property listings from sothebysrealty.com and eGallery if the photography you provide fails to meet the standards described in this document.

CLEAR, CRISP IMAGES All images must be easily identifiable and not distorted, stretched, blurry, grainy or pixilated. Correct:

Clear, crisp image with views of the distant mountains

Clear, legible details

Incorrect:

Grainy image with illegible details

Stretched, over-exaggerated image

3. P ROP ERT Y LISTING DE TAILS

PURPOSEFUL PHOTOGRAPHY Purposeful photography provides consumers with useful information about the property details including the property’s features and amenities, the rooms’ scale and proportions and the surrounding landscape. Every photo should help to tell the home’s unique story, not only through the image depicted but also in the order the photos are viewed. Correct

Highlights the view and the pool

Calls attention to the eat-in nook

Incorrect:

Unappealing view of concrete wall

Messy kitchen that doesn’t highlight the usable space

QUICK TIPS FOR TAKING A GREAT FIRST PHOTO The first photo should be your most intriguing image as this will be the thumbnail displayed in the property search results. • Preferably the exterior front of the residence • Make sure the photo does NOT include: - Garbage cans, dumpsters or construction debris - Vehicles - Any signage other than a compliant Sotheby’s International Realty brand sign

3. P ROPE RTY LIST ING DE TAILS

ARTISTIC PERSPECTIVE Be creative. Beautiful photography is not just about snapping a photo. Take a moment to determine the room or property’s best feature and think about how to best capture it. Correct:

Composition captures the property’s

Composition highlights the length of

Captures the staircase’s beautiful

regal stone sculptures and allée

the kitchen island—the centerpiece

architectural detail

of the kitchen Incorrect:

The composition of this image blocks

Composition attracts the eye to

Doesn’t capture the view from

the view of the house, which creates

the ordinary ceiling instead of the

the top of the staircase; cropped

an uninviting perspective

positive features of the kitchen

unprofessionally

3. P ROP ERT Y LISTING DE TAILS

STAGING Removing clutter and staging a room is an essential element to creating exceptional photography. Be careful not to over stage the photo with too many cliché elements. Simple flowers, a strategically positioned throw pillow or an understated dining table setting can bring a photo to life and highlight the property’s lifestyle. The property should feel inhabited but not overly personal. Correct:

Be mindful to remove or avoid images of the following: • People/Pets • Garbage cans, dumpsters or trash bins

Simple décor and fresh flowers creates

Centered on the pool, open umbrellas,

a lived-in look without being sterile

straightened patio furniture and landscaped potted plants

• Personal items including toiletries and care items • Chain-linked fencing

Incorrect: • Competitor or any other signage • Utility rooms • Satellite dishes • Toilets • Mobile Homes

Bathrooms should be clear of products,

Cluttered with dated décor and

toiletries and other personal items.

ceiling stains

VIRTUAL STAGING Virtually staged photos are acceptable but we are obligated to indicate the photo has been virtually staged by including a watermark on the virtually staged photos. Watermarks should be placed in the lower right hand corner and should be a minimum of 8pt font and a maximum of 12.5pt and should state “virtually staged.” (roOomy creates watermarks automatically) It is recommended that notes are added to the photo caption field on sothebysrealty.com stating the photo has been virtually staged.

3. P ROPE RTY LIST ING DE TAILS

LOGOS, GRAPHICS AND TEXT Photos should be free of any overlaid logos, graphics and text including copy, text or illustrations unless noted below. Make sure you have appropriately secured the rights to use all photos. Correct:

Bright area indicates property

Filter overlaid on image showing where

boundary

property lines begin

Use of magnification as pictured above

Traced property border is allowed utiliz-

is an acceptable form of highlighting the ing a white line only and is not permitted property

in the first photo

Incorrect:

Digital map screenshot and red dot are

A traced property border in any color

not allowed

other than white, for any photo in the series, is not allowed.

3. P RO P ERTY LIST ING DE TAILS

PHOTO EDITING Use Photoshop and other image editing programs sparingly. Excessive editing, including the overuse of filters and color adjustment tools, can make images appear fake and unappealing. Computer generated renderings should be realistic and should not include digital human/animal stand-ins. Correct:

This computer-generated rendering

Drawing is in full color all the way to the

Drawing is in full color all the way to

is clear and realistic while showcas-

edges and is free of artist marks.

the edges and is free of artist marks.

Over saturated and excessive filter use

This computer-generated rendering

ing the completed, future structure. Incorrect:

Excessive filter used

is unrealistic and uses stand-in digital humans and animals.

Architectural sketches like the above

This artist drawing does not have color

are not approved.

which bleeds directly to the edges.

3. P ROPE RT Y LISTING DE TAILS

DIMENSIONS AND FILE SPECIFICATIONS 3:2 Ratio; Minimum 1,800 pixels wide by 1,200 pixels high All photos uploaded will be automatically resized to the following resolutions: • 1800x1200 (to be used on sothebysrealty.com) • 1600x900 (to be used on eGallery) • 800x600 (for third-party websites) • If the ratio is not the same as noted above, the image will be forced into the proper one as noted above. Larger photos may receive an error when uploading, please crop or reduce the file size.

eGallery Distribution IThe eGallery system requires a 6 photo minimum to be included in the local custom eGallery that runs in your offices. Requirements for consideration to be included in the Top Tier properties that receive exposure through the Auction House and all participating Sotheby’s International Realty offices include: • $1.5 million usd and above • Minimum 10 photos Note: You have a temporary 30-day grace period before needing to meet the 10 photo minimum. • Extraordinary imagery • The first photo should not include: - Aerial photos with highlights around the

PHOTO COUNT MINIMUMS

property line - Community Signs

6 photo minimum on sothebysrealty.com—10 photos for distribution wheel (exceptions apply)

- Unfinished Construction

In order to properly tell the story of your property,

- Construction Debris

a minimum of 6 photos are required for residential

- Vehicles in the driveway or blocking the

properties to appear on sothebysrealty.com. But

residence (An exception to this is in populous

our objective is for each property to have at least

metropolitan areas where street shots must

10 photos, which is the minimum required amount

include vehicles.)

for listing distribution on our partner websites, top tier eGallery and complementary brand exposure

- Flags

opportunities. The maximum number of photos per property is currently 50. Duplicate photos are not allowed. Each photo should only be used once and split-screen photos, where more than 1 image is used in a single photo, are also not allowed. Note: You have a temporary 30-day grace period before needing to meet the 6-photo minimum. Exceptions include: • New Home Developments: 1 photo minimum • Vacant Land / Lots: 1 photo minimum Listings that do not adhere to these guidelines will be removed from sothebysrealty.com after a 14-day grace period.

3. P ROP ERTY LIST ING DE TAILS

E. PHOTO CAPTIONS

F. PROPERTY OVERVIEW

Captions tell the story represented by each image.

Imagine you have 1 minute to pitch a prospective

Captions are written in the present tense to describe

buyer. What would you say? That’s the challenge

the scene as if it were being viewed live. There must

of the Overview paragraph. It essentially is your

be a minimum of 20 characters and no more than

“elevator speech,” your 1 minute to describe each

200 characters. Your caption will appear on both the

listing in a way that conveys the most important

listing details page and in the gallery as shown below.

facts that any buyer would need to consider before purchasing a property. Tell the story of the home.

*Please note: In Dash enter in “Description” field

Do not just list the amenities. Features and benefits should be written in the present tense to convey the energy of the moment and make the home come alive. The suggested word count is 200 words or less, though it is highly recommended to include at least 100 words. *Please note: In Dash enter in “Property Description” field Correct: This custom-designed, 3,736 square-foot condominium commands mountain views and overlooks Park City, Utah, from the 10th floor of the St. Regis Deer Valley, a 1,825-acre, ski-in, ski-out resort. The floor plan is designed for entertaining with four en-suite bedrooms, four full baths, a powder room, hot tub, dining room with cathedral ceiling, dine-in kitchen and three stone fireplaces. Finishes and appointments include Jerusalem limestone tile in entryway, Richard Marshall wood floor throughout the living area, Wolf appliances, motorized draperies and

Correct: The ever-changing cycle of nature and flurry of outdoor activities play out day after day through the floor-to-ceiling window walls of the master bedroom.

Crestron Audio system. Incorrect: Architect Stan Williamson pursued his vision for a multiuse, residential-vacation complex in the Rocky

Incorrect:

Mountains when he purchased a 15-acre tract outside

Invite your entire family for a fabulous ski vacation in

Park City, Utah, in 1976. He built 20 units, offered five

Utah’s premiere ski destination, where you can sleep

floor plans and customized the finish to each buyer’s

16 in four bedrooms. Three bathrooms means there

preference. All houses in the complex now are part

will be no waiting in the mornings!

of the Deer Valley Homeowner’s association, which maintains the complex to the highest standards. This unit includes four bedrooms, four bathrooms, dining room, eat-in kitchen, dining room and many vacationfriendly amenities. You will be proud to call this condo your winter home!

3. P ROPE RT Y LISTING DE TAILS

PROPERTY DESCRIPTION WRITING TIPS: • ALL CAPS should not be used in the property description for emphasis, nor in the title

G. LOCATION OVERVIEW The location paragraph is an opportunity to promote the neighborhood and surrounding community. This paragraph should include the top reasons to live there including amenities and services. Consider describing

• Abbreviations should not be used and copy should be robust (sq.ft., sq.mt., approx. etc.)

the neighborhood and what it’s like to walk down the

• The numbers one through nine should be spelled out as such

less, though it is highly recommended to include at

• Do not use “RENTAL” in the title for a rental

Copy should NOT be copied from another source

• A title, or property name, is required for every property listing.

street. The suggested word count is 200 words or least 100 words.

such as Wikipedia, but the same copy can be used on multiple listings. *Please note: In Dash enter in “Area Description” field

• Be sure to mention: - The number of bedrooms and bathrooms - Any other unique amenities the property may feature - Local lifestyle insights - Any historic or special significance of the home, its neighborhood or the community - The involvement of any notable architects or designers - Prominent past owners/residents

Correct: Park City is a year-round resort town located in Utah’s Rocky Mountains known for hosting the annual Sundance Film Festival and deep-powder skiing at three resorts: Park City Mountain Resort, The Canyons Resort and Deer Valley Resort. Born as silver-mining settlement and resurrected as a fourseason vacation destination, is a pedestrian’s delight with shops housed in original Victorian structures. Incorrect: Park City is an incorporated third-class community served by three Interstate highways and a busy freight

- Past or present notable members of the community

railroad that divide the town into five districts, each named for a civic leader. A mayor-council form of municipal government ensures robust debate over all issues affecting residents. Visitors come from all over the world to enjoy the skiing and summer activities promoted by the Park City Tourism Alliance.

HYPER-LOCAL LOCATION CONTENT FOR AFFILIATE COMPANY WEBSITES As the local market expert your company website should reflect the intimate knowledge and unique perspective you have about your region. We recommend creating detailed, neighborhood-specific location pages about the individual communities your company serves. A condensed version of this hyper-local content can also be made available for the Location Overview section of the Listing Details Pages on sothebysrealty.com. Download our Hyper-local SEO Set-Up Guide

3. P ROP ERTY LIST ING DE TAILS

H. LOCATION VIDEO Reflecting the use of video on the sothebysrealty.com home page as the primary method of communicating to the consumer, the video here should be of the highest production value. It should reflect both in content and tone the unique nature of the area and the Sotheby’s International Realty brand overall.

SPECIFICATIONS 1 - 3 minutes

STYLE Smooth camera movement; no still photography; no on-screen talent We suggest that you hire a professional videographer or use a tripod or stabilizing system to avoid shaky video. When editing, avoid jump cuts, in which two sequential shots of the same subject are taken from camera positions that vary only slightly.

Longer videos tend to get passed over on the web and

Do NOT use still imagery. This will avoid duplicating

do not hold the viewer’s attention for the full length.

the look and feel of our existing Virtual Tours, which will create an inconsistent feel and fail to take full

RESOLUTION 4K Ultra High Definition / HD (4K/1080p) The Sotheby’s International Realty brand’s marketing

advantage of the video medium. Keep the focus on the location, with minimal superfluous on-screen elements. Do not include any on-screen talent in location videos.

is based on an iconography of bold visuals conveyed through the highest video resolution quality on sothebysrealty.com and our distribution platforms. Our showcase presentation displays Ultra HighDefinition (UHD) and High-Definition (HD) videos, so anything less will appear to be stretched and pixilated. We highly recommend 4K (3840 × 2160 px) and in a 16:9 aspect ratio. When not available, 1080p is the minimum acceptable resolution.

AUDIO Music Track A backing track of royalty-free (right to use copyrighted material or intellectual property without the need to pay royalties or license fees) or licensed music is required. Though not recommended, if narration is added to the video it must be a clear and crisply recorded voice-over (VO) that extols the virtues of the location, providing descriptive information in an unobtrusive manner. Avoid regional dialects.

LOGOS, CAPTIONS, TITLES AND CREDITS No on-screen logos, graphics or text Written or graphic identification is not needed within the video because it will appear on the same page as your listing.

3. P ROPE RTY LIST ING DE TAILS

FILE FORMAT All major file formats are accepted

PROPERTY VIDEO EXAMPLES Correct:

Click to Watch Video Though we prefer location videos without voiceover, the VO used in this video is on-brand and crisply

Click to Watch Video Artfully highlights the lifestyle of the location without recorded voiceover.

recorded.

Incorrect:

Click to Watch Video Poor quality video production and random on-screen elements set to generic, uninteresting music. The footage is jarringly shaky with no care give to smooth camera movement, composition or the object being filmed (reflections off of glass are strewn throughout).

Click to Watch Video Entirely composed of still-images and set to unlicensed pop music. Low resolution, poor quality. Pacing is bland and uninviting, and the choice of image subject is random and gives no information about or sense of space to the location.

Audio recorded on location is poor, primarily due to wind interference. Length is excessive at just under 13 minutes.

3. P ROP ERT Y LISTING DE TAILS

I. OWNER’S OR EXPERT’S QUOTE A quotation that captures the architect, designer or current owner’s passion for the listed home can provide a human element that offsets the measurements, statistics and building material lists frequently used to describe listings and help prospective buyers relate to the property as from the perspective of the owner. The suggested word count is 50 words or less. Be sure to obtain the appropriate permission before using the quotation.*

*Note: This feature will not be visible at the launch of the new sothebysrealty.com, but will be added as part of ongoing updates

Correct: I will fondly remember the crackling fireplace, the laughter of my children and everyone’s excitement when they awoke to a fresh snowfall. Our home at the St. Regis Deer Valley brought the Edwards family together and ensured we spent quality time, away from the usual distractions, focused on one other and having fun. – John Edwards Incorrect: I welcome everyone to visit my fabulous home. We plan to make some basic improvements at closing including painting the kitchen and family room. This is the fourth house we have owned, and we’re eager to move into our new residence on the south side of town. Please take your shoes off before entering. – John Edwards

3. P ROPE RT Y LISTING DE TAILS

J. MATTERPORT 3D SPACE VIRTUAL REALITY TOURS Creating a Matterport 3D Space that allows prospective buyers from around the world the ability to view your client’s home without leaving theirs; using Matterport’s sophisticated camera hardware, you can create an experience that showcases your listing’s story like never before.

MatterTag Posts MatterTag Posts let you provide information about features in your Spaces by anchoring text descriptions to specific physical locations. This turns Spaces into a powerful tool for communicating with remote stakeholders, property buyers, prospective lessees, or global audiences. Click here to learn more about MatterTag Posts Matterport’s 3D spaces can be experienced from personal computers, mobile devices, tablets, or by using a Virtual Reality headset with a compatible mobile device. Need more information? Click Here to view the entire Matterport User Guide Click Here to see examples of Matterport Virtual Tours from around the world

Getting Started After you’ve gathered all of your equipment and are ready to start, here are some quick tips to keep in mind: • Tidy up and remove personal items. Don’t move objects between scans. • Minimize bright, direct sunlight into the property when possible, as it may interfere with scan quality. • Close doors to areas you won’t scan and open doors between rooms you will scan. • See more tips to get you up and running quickly in the Matterport Quick Start Guide.

4 . O FFI CE PROFILES

Client first impressions can generate positive feelings

typically just after daybreak or just prior to dusk.

about the Sotheby’s International Realty brand.

Before shooting interior photos, public and work

Your office page on sothebysrealty.com provides an

spaces should be straightened up and cleaned, desks

opportunity to welcome clients to your company

organized, trash cans hidden from view and stickers

virtually, just as you would if they actually walked

and photos removed from windows and walls. When

through your front door. The page features 1 photo

composing interior photos, do not include people or

of your office as well as a brief description under the

animals and avoid distracting elements such as rest

headline, About This Office.

room doors or signs, cable bundles, worn carpeting, break rooms, wall defects and directional signs.

ABOUT THIS OFFICE

Office Photo File Specifications: •

2,000 x 1,200 pixels

First and foremost, the About This Office copy

•

Landscape only

should establish your company’s professionalism by describing the activities inside including the resources you have assembled, your organizational structure and how staff members work together to fulfill client objectives. Secondarily, you may wish to highlight

TIP:

the physical aspects of your office that may enhance

Use the Home History Book, available through

your image. Examples would be its architectural or

Xpressdocs, to obtain information from

historic interest, design elements and location. You

the homeowner about the home. With the

also can use this section to briefly describe how you

homeowner’s permission, use this in

fulfill your commitment to your community, whether

the Owner’s Quote field.

through volunteerism or direct support of charitable organizations.

OFFICE PHOTOS Your office photos should reinforce the copy points and help illustrate your company’s personality. Exterior photos should be sharply focused, wellilluminated and include signage, whenever possible (as long as signage complies with brand standards). Before photographing your office, remove distracting elements including trash cans and vehicles. When composing exterior photos, do not include people or animals and avoid distracting elements including utility cables, electrical vaults, exhaust fans and satellite dishes. Select a time of day to photograph your office when illumination is even and warm,

4 . O FFI CE PROFILES

OFFICE VIDEO

STYLE

You are encouraged to upload a professionally

Smooth camera movement, clean edits, limited

produced video that expresses the history,

still image usage

professionalism, and experience that your office and

Videos should be created by a professional filmmaker

company embodies.

and use a tripod or stabilizing system to avoid shaky

LENGTH

footage. When editing avoid jump cuts – wherein two

1 - 3 minutes

sequential shots of the same subject are taken from

Longer videos tend to get passed over on the web and

camera positions that vary only slightly.

do not hold the viewer’s attention for the full length.

Avoid the use of still imagery. The use of still-images

RESOLUTION

in places where full moving-image footage could be

4K Ultra High Definition / HD (4K/1080p)

Still images should only be utilized in instances where

The Sotheby’s International Realty brand’s marketing

video footage is not possible (such as Historical

is based on an iconography of bold visuals conveyed

imagery) and should compose no more than 20% of

through the highest video resolution quality on

the video length. All still images used must have the

sothebysrealty.com and our distribution platforms.

properly licensed rights from the image owner.

Our showcase presentation displays Ultra HighDefinition (UHD) and High-Definition (HD) videos, so anything less will appear to be stretched and pixilated. We highly recommend 4K (3840 × 2160 px) and in a 16:9 aspect ratio. When not available, 1080p is the minimum acceptable resolution.

used fails to take full advantage of the video medium.

CONTENT Focus on the company and office’s value proposition, no product placement, proper brand usage Keep the focus on the office and company’s professional history and relevant experience, while

AUDIO

using select personal stories to connect on an

Music track with optional voiceover & on-screen

thematic relevance of the real estate industry and

dialog

the office and company’s connections to it. When any

A backing track of royalty-free (right to use

individuals are on-screen, the following guidelines

copyrighted material or intellectual property without

should apply:

the need to pay royalties or license fees), or licensed music is required. Failure to utilize properly licensed

emotional level. Keep all content centered around the

• Adds value to the message of the video

material may result in legal action from the original

• Professional appearance and demeanor

• Provides a relevant and experienced point-of-view

If a narration is added to the video, it must be a

• On brand (The Vanguard, Innovation, Premium,

clear and crisply recorded voice-over. Avoid regional

Modern)

colloquialisms that may not translate well outside

Do not speak as a representative of the Sotheby’s

of specific regions and do not include any contact

International Realty® brand, and avoid terms and

information.

phrases that are utilized in current or past brand

For any dialog delivered by any individuals on-screen,

campaigns. Keep the focus of the video on your local

all audio should be recorded using professional

office and company.

equipment, with no sonic noise or artifacts. Any

When speaking your local company name (e.g.,

dubbed audio should be precisely synchronized with

Smythe & Jones Sotheby’s International Realty), the

the on-screen talent.

on-screen individuals and any voiceover must say the

4 . O FFI CE PROFILES

full legal name as described in the Identity Standards

No additional on-screen text or logos are allowed,

Manual. The name “Sotheby’s International Realty”

and the templates provided above must not be

should only be spoken when directly referring to the

manipulated in any way, including adding any new

brand/network and “Sotheby’s” alone should only be

animations or visual effects. When adding a company

spoken when directly referring to the auction house.

name to the templates, the full company name with

Avoid focusing closely on external logos branding elements of shopping bags, cars, beverages, or other

no abbreviation must be used. (e.g. Smythe & Jones Sotheby’s International Realty)

such items that could be viewed as overt “product

Any core collateral or signage displayed during

placement”.

the video must be compliant with current brand

All on-screen and voiceover talent must agree to the absolute right and unrestricted permission to use their name, testimonial and biographical data

standards as outlined in our Identity Standards.

THUMBNAIL IMAGE

in writing, which must be secured by the content

4K Ultra High Definition/HD (16:9 Aspect Ratio)

creator (i.e., the affiliate and broker/owner). This will

Every video has a thumbnail image that will be the

ensure the video can be distributed and edited as

initial visual a visitor sees. Make sure the image you

needed with no possible legal limitations.

choose is formatted in the correct 16:9 aspect ratio

LOGOS, CAPTIONS, TITLES AND CREDITS Use provided templates for credits and end title cards Written or graphic identification is allowed solely through use of the templates provided by the brand

and conforms to existing brand standards. (Please refer to the Office Photos section on page 24).

FILE FORMAT All major file formats are accepted – webfriendly mp4 preferred. Must be less that 1 GB in size.

here: Person Identifier & End Title Card

After Effects Template InDesign Template

PERSON IDENTIFIER EXAMPLE:

TITLE CARD EXAMPLE:

5. ASSOC IATE PROFILES

Many factors go into a client’s selection of a real estate professional. Your office page on sothebysrealty.com provides an opportunity to present detailed biographies of each independent associate that include facts about their professional experience, accomplishments, education, training, awards and community service. Associate profiles should be written in a consistent format that begins with their role and responsibilities and is followed by key accomplishments, employment history, college and graduate education, professional certifications, awards and groups they serve on a professional and community basis. Profiles should avoid vague superlatives and subjective adjectives and information not relevant to their profession. Their last names and impersonal pronouns should be used on

SALES ASSOCIATE, MANAGER, OR OWNER VIDEO You are encouraged to upload a professionally produced video that express the individual’s personality, professionalism, and experience, and reflects the Sotheby’s International Realty brand overall.

CLICK HERE FOR AN APPROVED EXAMPLE

SPECIFICATIONS 1 - 3 minutes Longer videos tend to get passed over on the web and do not hold the viewer’s attention for the full length.

second reference.

RESOLUTION

ASSOCIATE PHOTOS

4K Ultra High Definition / HD (4K/1080p)

In a relationship business like real estate, associate

is based on an iconography of bold visuals conveyed

photos are valuable to help clients “put a face with

through the highest video resolution quality on

the name.” Associates are encouraged to have

sothebysrealty.com and our distribution platforms.

photos taken by a professional, whether a studio

Our showcase presentation displays Ultra High-

photographer or just a passport photo shop to ensure

Definition (UHD) and High-Definition (HD) videos, so

proper lighting and background. A professional photo

anything less will appear to be stretched and pixilated.

is an investment in an associate’s own career. It is

We highly recommend 4K (3840 × 2160 px) and in a

suggested that associates dress in formal business

16:9 aspect ratio. When not available, 1080p is the

attire and ask their photographer to use a neutral light

minimum acceptable resolution.

gray or light color background. Ideally, each company should recommend a single photographer or studio to ensure consistent style, lighting and background. Associate Photo File Specifications: •

Portrait Image (Vertical)

•

840px by 1120px (72 dpi) pixels or greater

•

Showcase the subject in the center of the image or just slightly off-center

•

Cropping: It is best to have chest-up/waisteup cropping for a person.

•

The portrait should have at least 200px ‘space’ surrounding the subject’s head.

Please reference the photography guidelines within the Identity Standards Manual to ensure your photo is in compliance.

The Sotheby’s International Realty brand’s marketing

AUDIO Music track with optional voiceover & on-screen dialog A backing track of royalty-free (right to use copyrighted material or intellectual property without the need to pay royalties or license fees), or licensed music is required. Failure to utilize properly licensed material may result in legal action from the original copyright holder. If a narration is added to the video, it must be a clear and crisply recorded voice-over. Avoid colloquialisms that may not translate well outside of specific regions and do not include any contact information. For any dialog delivered by the video subject or other individuals on-screen, all audio should be recorded using professional equipment, with no sonic noise or artifacts. Any dubbed audio should be precisely synchronized with the on-screen talent.

5. ASSO CI ATE PROFILES

STYLE

name as described in the Identity Standards Manual.

Smooth camera movement, clean edits, limited

be spoken when directly referring to the brand/network

still image usage

and “Sotheby’s” alone should only be spoken when

Videos should be created by a professional filmmaker

directly referring to the auction house.

and use a tripod or stabilizing system to avoid shaky footage.

Avoid focusing closely on external logos branding elements of shopping bags, cars, beverages, or other

When editing avoid jump cuts – wherein two sequential

such items that could be viewed as overt “product

shots of the same subject are taken from camera

placement”.

positions that vary only slightly.

All on-screen and voiceover talent must agree to the

Avoid the use of still imagery. The use of still-images in

absolute right and unrestricted permission to use their

places where full moving-image footage could be used

name, testimonial and biographical data in writing,

fails to take full advantage of the video medium. Still

which must be secured by the content creator (i.e.,

images should only be utilized in instances where video

the affiliate and broker/owner). This will ensure the

footage is not possible (such as Historical imagery) and

video can be distributed and edited as needed with no

should compose no more than 20% of the video length.

possible legal limitations.

All still images used must have the properly licensed rights from the image owner.

CONTENT Focus on the subject’s professional experience, no product placement, proper brand usage Keep the focus on the individual’s professional history and relevant experience, while using select personal stories to connect on an emotional level. Keep all content centered around the thematic relevance of the real estate industry and the individual’s connections to it. When any individuals are on-screen, the following guidelines should apply: • Adds value to the message of the video • Professional appearance and demeanor • Provides a relevant and experienced point-of-view • On brand (The Vanguard, Innovation, Premium, Modern) Do not speak as a representative of the Sotheby’s International Realty® brand, and avoid terms and phrases that are utilized in current or past brand campaigns. Keep the focus of the video on the individual. When speaking your local company name (e.g., Smythe & Jones Sotheby’s International Realty), the on-screen individuals and any voiceover must say the full legal

The name “Sotheby’s International Realty” should only

5. ASSOC IATE PROFILES

LOGOS, CAPTIONS, TITLES AND CREDITS

Any core collateral (Business Cards, Brochures, etc.) or

Use provided templates for credits and end title cards

in our Identity Standards Manual.

Written or graphic identification is allowed solely through

THUMBNAIL IMAGE

use of the templates provided by the brand here: Person Identifier & End Title Card

signage displayed during the video must be compliant with current brand standards as outlined

4K Ultra High Definition/HD (16:9 Aspect Ratio) Every video has a thumbnail image that will be the

CLICK TO DOWNLOAD TEMPLATES TO SEND TO

initial visual a visitor sees. We advise that you utilize

YOUR PROFESSIONAL VIDEO EDITOR FOR USE:

a screenshot taken from the video that frames the

After Effects Template InDesign Template

PERSON IDENTIFIER EXAMPLE:

subject in a professional and visually enticing manner.

FILE FORMAT All major file formats are accepted – web-friendly mp4 preferred. Must be less that 1 GB in size.

THUMBNAIL EXAMPLES: Make sure the image you choose is formatted in the correct 16:9 aspect ratio and conforms to existing brand standards. (Please refer to the photography section on page 7).

TITLE CARD EXAMPLE:

No additional on-screen text or logos are allowed, and the templates provided above must not be manipulated in any way, including adding any new animations or visual effects. When adding a company name to the templates, the full company name with no abbreviation must be used. (e.g. Smythe & Jones Sotheby’s International Realty).

6. CO NTENT SPEC IFICAT IONS AT A G L A N C E

Maximum Word Count (# words or less)

PROPERTY LISTING COPY Headline

10*

Photo Caption Copy

20 character minimum; 200 maximum

Property Overview

200; 100 minimum

Location Overview

200; 100 minimum

Quote

*Note: On the search results page, only 30 characters of your headline will appear along with property listing. Longer headlines will be truncated by an ellipsis (…)

15 Second Property Clip

Property

Person & Office

:15s

1:00-3:00 Minutes

UHD Quality, 4K.

UHD Quality, 4K/1080px

Music Only

Music w/ optional VO

Music w/ VO

All Major Formats

On-screen Graphics

On-screen Personality

Optional

Yes

Title Cards

Use Templates

Leisurely Paced 6-8 Shots Max.

No jump cuts

Subtle, Modern Feel Smooth Camera No Still Photos

Smooth Camera No Still Photos

Smooth Camera Limit Still Photos

VIDEO SPECS Length Resolution Audio File Format

Editing Style

PHOTO COUNTS

Minimum Photos

SOTHEBYSREALTY.COM – Residential Property

6**

SOTHEBYSREALTY.COM – New Developments

1**

SOTHEBYSREALTY.COM – Land/Lots

1**

Listing Distribution

10*

Complimentary Brand Exposure

10**

eGallery – Top Tier

10**

eGallery – Office Distribution

6**

*Exceptions apply including new developments and land/lots; refer to photo count minimums **A temporary 30-day grace period is in effect to meet photo minimums

7. W R I TING T IPS

USING WORDS THAT SELL

Listings should focus on words that describe specific

(and Avoiding Those That Don’t)

and provide the type of insights and knowledge that

Real estate listings traditionally are full of vague superlatives and subjective adjectives intended to excite prospective buyers and flatter sellers. Such words are not informative and frequently convey nothing more than an opinion or an imprecise

features and benefits using precise, objective terms prospective buyers need in order to make one of the biggest financial transactions of their lives. Your focus should be on selecting adjectives and nouns that are meaningful to the prospective buyer and help tell a home’s story.

meaning. Moreover, superlatives and adjectives can be perceived as exaggerated claims, undermining the listing’s credibility, and their appearance in listing after listing creates the impression of sameness that undermines an individual property’s unique attributes.

Words to Avoid: Vague Superlatives and Subjective Adjectives Adorable

Greatest

Relaxing

Amazing

Intimate

Roomy

Awe-inspiring

Irresistible

Spectacular

Beautiful

Lavish

Stunning

Cheerful

Lovely

Substantial

Chic

Magnificent

Stylish

Classy

Massive

Tasteful

Cozy

Modest

Tidy

Delightful

Oversized

Trendy

Divine

Overwhelming

Unpretentious

Fabulous

Phenomenal

Unsurpassed

Finest

Plush

Unprecedented

Gorgeous

Practical

Words to Include: Descriptive Adjectives and Brand Terms Inviting

Intriguing

Incomparable

Savvy

Harmonious

Stately

Discreet

Tranquil

Refined

Sophisticated

Enduring

Exquisite

Unique

Timeless

Infinite

Serene

Elegant

Captivating

Inspiring

Private

Exclusive

Grand

Secure

Whimsical

Majestic

Ornate

Calming

7. W R I TI NG T IPS

Words that Tell a Story: Nouns • Instead of a “spacious living room,” say “a 500 square foot living room” or a “a living room large enough for grand entertaining.” • Instead of “an oversized three-car garage,” say

REAL ESTATE JARGON, CODE WORDS, ABBREVIATIONS AND ACRONYMS Jargon, abbreviations and code words are the kissing

“a garage large enough to house three SUVs, a

cousins of vague superlatives and empty adjectives.

woodworking shop and five bicycles.”

Sometimes agents use them as a form of shorthand, but they lack widely understood meanings and,

• Instead of “breathtaking,” “spectacular” or

as such, should not be used in listings or client

“unmatched views,” say “looking out at the foothills

communications. Alternatively, listings should be

of the Rocky Mountains” or “a five-mile wide

written in precise, specific language that utilizes

panorama of the Hudson River and Palisades.”

only words found in a dictionary that have a single, straightforward meaning. Do not use abbreviations

• Instead of “rustic retreat,” “secluded getaway” or

and acronyms that are not widely recognized or

“private reserve,” say “in the middle of a 50-acre

understood without spelling them out on first

forest” or “20 miles from the nearest neighbor” or

reference. (When in doubt, check the AP Stylebook.)

“a serene spot for a family retreat.”

When using industry-specific terms in client

• Instead of “stylish” or “tasteful” kitchen, say “a kitchen with art-deco hardware and aluminum

communications, include definitions as a courtesy. Examples to Avoid:

fluting that complements the home’s 1940s

4b/2b IDRBNG

theme” or “a professionally designed kitchen layout

Assum. fin.

with custom cabinets that offers a sophisticated

VATVAI Junior bedroom

entertaining venue.”

CMA

in-law potential Vu, vw, vws, vus

DK Pop producer Efficiency kitchen Kit Good bones

HDW, HWF

Pot’l LSD Fab pentrum Pvt FDR NBS Gar TLC

7. W R I TING T IPS

Grammar Tips • Accept means receive; except means exclude • Affect is a verb meaning “to influence;” effect is a noun meaning “result” • Clauses: • Essential clauses begin with that and are not preceded by a comma. • Nonessential clauses begin with which preceded by a comma. • Compose and Comprise: • Compose means to create or put together. It commonly is used in both the active and passive voices: The agent composed a listing description. The estate is composed of 50 tracts. The home is composed of several architectural styles. • Comprise means to contain, to include all or embrace. It is best used only in the active voice, followed by a direct object: The estate comprises 50 tracts. The home comprises an original structure and new addition. The home comprises many architectural styles. • The construction “comprised of” is incorrect

• Last is an adjective; past is a noun (i.e., real estate has flourished in the past, real estate flourished last year). • Literally means “the exact sense;” figuratively means an analogous sense (“He figuratively bled them white,” not “He literally bled them white.”). • Use person when speaking of an individual, people for plural. • Recur, not “reoccur.” • Sewage, not “sewerage,” for all references to the waste matter and drainage system (i.e., sewage system). • Split infinitives: In general, keep verbs together (i.e., “He was ordered to leave immediately,” not “He was ordered to immediately leave”). • States: spell out in narrative copy; use Postal Codes only for addresses. • The prefix sub generally is not followed by a hyphen. • Versus should be spelled out in narrative copy; vs. can be used in short expressions (i.e., “guns vs. butter”).

because it does not make sense to say “is contained of.” • Contractions reflect informal speech and should be avoided. • Use fewer for individual items, less for bulk or quantity. • The abbreviation i.e. means “that is” and always is followed by a comma. • In means location; into indicates motion (she walked into the room). • Indoor is the adjective; indoors is the adverb. • It’s means “it has” or “it is;” its is the possessive.

7. W R I TI NG TIPS

Punctuation Tips

• The prefix multi generally is not followed by a hyphen (multinational).

• Addresses: - Use Ave., Blvd. and St. with a numbered address, otherwise spell out. • The prefixes “bi” and “by” generally are not followed by a hyphen. • Capitalization: Less is more, so capitalize only

• The prefix non generally is not followed by a hyphen. • On-site is hyphenated. • The suffix wide is not preceded by a hyphen (i.e., citywide, nationwide, systemwide)

formal names and titles before a person’s name: - Bachelor of Arts degree, or bachelor’s degree. - Company President Stan Williamson, or Stan Williams, company president. • City and town names: - Do not abbreviate “Point” or “Mount” in city, town or place names. - Abbreviate St. in names of cities and other places (except Saint John, New Brunswick, Canada, and Sault Ste. Marie, Michigan and Sault

Common Spelling Errors • All right, not “alright” • Backward, not “backwards” • Cancel, canceled, canceling, cancellation. • Ensure means “guarantee,” insure refers to insurance, assure means “give confidence.” • Use OK, not “okay.” • Color palette, not “palate.”

Ste. Marie, Ontario, Canada). • Courtesy titles including Mr., Miss, Ms. and Mrs. should be avoided. • Dates: - Dates used with months and years are punctuated by commas after the date and year (i.e., Sept. 11, 2001, was America’s darkest day). - Months used with years are not followed by commas (i.e., February 2014 was a positive month for real estate performance). • Hyphenation of compound words: - Compound “ly” adverbs are not hyphenated

Style Guidelines • Ampersands (&) are used when part of a company’s name, a person’s title, specified abbreviations (“B&B”) or a composition title, never as a substitute for “and.” • Direction and regions: - Lowercase compass directions (north, south, northeast, northern, etc.) - Capitalize regions (Northeast, Southeast, Midwest, etc.) • Distances: always use figures (he walked 4 miles)

(example: highly rated). • Email, not e-mail. - Compound adjectives are hyphenated (example dual-jet burner). • The prefix mid is hyphenated only when followed by a capitalized word (i.e., midair, mid-America). • The demographic group millennial is not capitalized.

• Abbreviate incorporated as Inc. when used as part of a corporate name; do not separate with a comma.

7. W R I TING T IPS

Style Guidelines (cont’d)

• Realtor indicates a member of the National Association of Realtors, otherwise use real estate

• Goodwill is one word on all references. • Gray, not grey. • Guarantee, not guaranty (except in proper names). • Homebuilder is one word. • Homebuyer is one word. • Homeowner is one word. • Internet is capitalized. • Apple Inc.’s iPad should be capitalized when starting a sentence: iPad (same rule for iPhone). • Spell out information technology on first reference; IT can be used an abbreviation on second reference. • Jacuzzi, the trademark for a brand of whirlpool products, is capitalized; use “whirlpool bath” or “whirlpool spa” if not referring to the Jacuzzi brand. • Lifestyle is one word. • Numerals: In narrative copy, spell out one through nine except: - Addresses, ages, dates, dimensions, monetary units, proportions, ratios, sizes, temperatures, telephone numbers, years and weights always are numerals. • Old World means Asia, Europe and Africa and can

agent. • Seasons (spring, summer, fall and winter) and derivatives (springtime) are lowercase. • Sheetrock is a trademark for a brand of gypsum wallboard; use “gypsum wallboard” if not referring to the Sheetrock brand. • Smartphone is one word, lowercase. • Social media is lowercase. • Sotheby’s International Realty, never “SIR.” • Time: - Use a.m. and p.m. lowercase with periods. - Omit “00” when there are no minutes. - Daylight Saving Time, not “savings.” - Noon stands alone without “12.” - Midnight stands alone without “12.” - Specific times (10 a.m.) are not followed by “this morning” or (10 p.m.) “this evening.” • The wireless networking standard Wi-Fi is capitalized. • Xerox is a trademark for a brand of office equipment and should not be used as a verb; the generic verb is “photocopy.”

be used as an allusion to European culture and customs. • Online is one word.

Recommended Grammar, Spelling, Style and Punctuation Resources

• Always spell out percent in a narrative copy

• AP Stylebook online (www.apstylebook.com –

including when used with numerals, not “%.” • For amounts less than 1 percent, precede the decimal with a zero (0.6 percent)

subscription required, includes Webster’s New World College Dictionary online) • Webster’s New World College Dictionary

8. LEGAL TERMS & CONDITIONS

In the course of creating the content for your clients,

and warranted that none of the above-reference

it is important to respect the rights of others. Be

material violates or infringes upon any copyright,

mindful of the ownership of all of the elements of

trade secret or other proprietary rights of any third

your content, including your photography, videos,

party, or breaches any contract. Lastly, you have

the narratives you use in your property descriptions

agreed to indemnify, defend, and hold us harmless

and video as well as the music you use to enliven

from any and all losses, claims, damages, expenses,

your content. In delivering any content to us, you

fees, settlements, penalties and attorneys’ fees

have agreed in your franchise agreement to assign to

arising from any third party’s claims that a violation

Sotheby’s International Realty Affiliates LLC (“us” or

or infringement has occurred or may occur - so

“we”) all right title and interest in all copyrights and

please carefully manage your content and those that

other rights to all content, including but not limited

produce it by making sure you have secured any

to video (including music tracks), photography,

necessary rights before you use the content. e type

words and expressions submitted to us for potential

of insights and knowledge that prospective buyers

display on sothebysrealty.com or any other media

need in order to make one of the biggest financial

we subsequently operate or manage, regardless of

transactions of their lives. Your focus should be on

the forms in which it was originally or subsequently

selecting adjectives and nouns that are meaningful to

printed or used. You have also agreed to waive any

the prospective buyer and help tell a home’s story.

claims against us for our use, and represented

© 2020 Sotheby’s International Realty Affiliates LLC. A Realogy Holdings Corp. Company. All Rights Reserved. Sotheby’s International Realty Affiliates LLC fully supports the principles of the Fair Housing Act and the Equal Opportunity Act. Each office is Independently Owned and Operated. Sotheby’s International Realty® and the Sotheby’s International Realty logo are registered (or unregistered) service marks licensed to Sotheby’s International Realty Affiliates LLC. As a franchised broker affiliated with Sotheby’s International Realty Affiliates LLC, you and your office managers have a variety of resources, tools, technologies and educational opportunities available to you. The Sotheby’s International Realty materials may contain suggestions and best practices that are not mandatory (unless otherwise required by your franchise agreement, the Policy and Procedures Manual or the Identity Standards Manual) for you, your office manager or your independent sales associates and your use of any materials is voluntary and should reflect your business practices. Nothing in these materials is intended to create an employment relationship

SIR Style Guide | The Voice of the Brand

Articles inside

Associate Profiles

Section

Section

Legal Terms & Conditions

Office Profiles