Section

PROPERTY VIDEO EXAMPLES(CONT’D)

Incorrect:

Click to Watch Video

Video is entirely composed of still-images and set to generic classical music. Voiceover is poorly recorded and a pervasive echo can be heard throughout the video. Pacing is bland and uninviting, with voiceover pausing at random intervals

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.

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.

In addition, the brand will continue to utilize the 15 Second Property Clip through new distribution venues (including through social media and advertising channels) into the future.

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) 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”).

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 videos on the sothebysrealty.com home page or the eGallery display to minimize disruption to the end user, therefore, the audio will be suppressed by the application and the video that is created should include a musical backing track.

STYLE

No on-screen talent, shaky video, or intermixed still photography.

We highly recommend hiring a professional videographer. If the 15 Second Property Clip includes 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, 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 more than 6 total shots but ideally 3 or less, as this intentional pacing is most effective on a large-screen format both with or without audio present.

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 have a text overlay on the home page or eGallery with relevant information.

FILE FORMAT

All major file formats are accepted – webfriendly mp4 preferred. Must be less that 300 MB in size.

15 SECOND CLIP EXAMPLES

Click to Watch Video

Click to Watch Video

Examples above are well-paced and allow each shot to have room to breathe before 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.

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

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:

Incorrect:

Clear, crisp image with views of the distant mountains Clear, legible details

Grainy image with illegible details Stretched, over-exaggerated image

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

Incorrect:

Highlights the view and the pool

Unappealing view of concrete wall Calls attention to the eat-in nook

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

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:

Incorrect:

Composition captures the property’s regal stone sculptures and allée Composition highlights the length of the kitchen island—the centerpiece of the kitchen Captures the staircase’s beautiful architectural detail

The composition of this image blocks the view of the house, which creates an uninviting perspective Composition attracts the eye to the ordinary ceiling instead of the positive features of the kitchen Doesn’t capture the view from the top of the staircase; cropped unprofessionally

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:

Incorrect:

Simple décor and fresh flowers creates a lived-in look without being sterile Centered on the pool, open umbrellas, straightened patio furniture and landscaped potted plants

Bathrooms should be clear of products, toiletries and other personal items. Cluttered with dated décor and ceiling stains Be mindful to remove or avoid images of the following:

• People/Pets

• Garbage cans, dumpsters or trash bins

• Personal items including toiletries and care items

• Chain-linked fencing

• Competitor or any other signage

• Utility rooms

• Satellite dishes

• Toilets

• Mobile Homes

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.

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:

Incorrect:

Bright area indicates property boundary Filter overlaid on image showing where property lines begin

Use of magnification as pictured above is an acceptable form of highlighting the property Traced property border is allowed utilizing a white line only and is not permitted in the first photo

Digital map screenshot and red dot are not allowed A traced property border in any color other than white, for any photo in the series, is not allowed.

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:

Incorrect:

This computer-generated rendering is clear and realistic while showcasing the completed, future structure. Drawing is in full color all the way to the edges and is free of artist marks. Drawing is in full color all the way to the edges and is free of artist marks.

Excessive filter used Over saturated and excessive filter use This computer-generated rendering is unrealistic and uses stand-in digital humans and animals.

Architectural sketches like the above are not approved. This artist drawing does not have color which bleeds directly to the edges.

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.

PHOTO COUNT MINIMUMS

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

In order to properly tell the story of your property, a minimum of 6 photos are required for residential properties to appear on sothebysrealty.com. But our objective is for each property to have at least 10 photos, which is the minimum required amount for listing distribution on our partner websites, top tier eGallery and complementary brand exposure 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.

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 property line

- Community Signs

- Unfinished Construction

- Construction Debris

- Vehicles in the driveway or blocking the residence (An exception to this is in populous metropolitan areas where street shots must include vehicles.)

- Flags

E. PHOTO CAPTIONS

Captions tell the story represented by each image. Captions are written in the present tense to describe the scene as if it were being viewed live. There must be a minimum of 20 characters and no more than 200 characters. Your caption will appear on both the listing details page and in the gallery as shown below.

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

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.

Incorrect:

Invite your entire family for a fabulous ski vacation in Utah’s premiere ski destination, where you can sleep 16 in four bedrooms. Three bathrooms means there will be no waiting in the mornings!

F. PROPERTY OVERVIEW

Imagine you have 1 minute to pitch a prospective buyer. What would you say? That’s the challenge of the Overview paragraph. It essentially is your “elevator speech,” your 1 minute to describe each listing in a way that conveys the most important facts that any buyer would need to consider before purchasing a property. Tell the story of the home. 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 Crestron Audio system.

Incorrect:

Architect Stan Williamson pursued his vision for a multiuse, residential-vacation complex in the Rocky Mountains when he purchased a 15-acre tract outside Park City, Utah, in 1976. He built 20 units, offered five floor plans and customized the finish to each buyer’s preference. All houses in the complex now are part 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!

PROPERTY DESCRIPTION WRITING TIPS:

• ALL CAPS should not be used in the property description for emphasis, nor in the title

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

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

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

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

• 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

- Past or present notable members of the community

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 the neighborhood and what it’s like to walk down the street. The suggested word count is 200 words or less, though it is highly recommended to include at

least 100 words.

Copy should NOT be copied from another source such as Wikipedia, but the same copy can be used on multiple listings.

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

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 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

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

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

RESOLUTION

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

The Sotheby’s International Realty brand’s marketing 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.

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.

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 location, with minimal superfluous on-screen elements. Do not include any on-screen talent in location videos.

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.

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.

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 recorded.

Click to Watch Video

Artfully highlights the lifestyle of the location without recorded voiceover.

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

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.

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

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.

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.

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