Associate 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 second reference.

ASSOCIATE PHOTOS

In a relationship business like real estate, associate photos are valuable to help clients “put a face with the name.” Associates are encouraged to have photos taken by a professional, whether a studio photographer or just a passport photo shop to ensure proper lighting and background. A professional photo is an investment in an associate’s own career. It is suggested that associates dress in formal business attire and ask their photographer to use a neutral light 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.

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.

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.

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.

STYLE

Smooth camera movement, clean edits, limited still image usage

Videos should be created by a professional filmmaker and use a tripod or stabilizing system to avoid shaky footage.

When editing avoid jump cuts – wherein two sequential shots of the same subject are taken from camera positions that vary only slightly.

Avoid the use of still imagery. The use of still-images in places where full moving-image footage could be used fails to take full advantage of the video medium. Still images should only be utilized in instances where video footage is not possible (such as Historical imagery) and should compose no more than 20% of the video length. 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 name as described in the Identity Standards Manual. The name “Sotheby’s International Realty” should only be spoken when directly referring to the brand/network and “Sotheby’s” alone should only be spoken when directly referring to the auction house.

Avoid focusing closely on external logos branding elements of shopping bags, cars, beverages, or other such items that could be viewed as overt “product placement”.

All on-screen and voiceover talent must agree to the absolute right and unrestricted permission to use their name, testimonial and biographical data in writing, which must be secured by the content creator (i.e., the affiliate and broker/owner). This will ensure the video can be distributed and edited as needed with no possible legal limitations.

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 here:

Person Identifier & End Title Card

CLICK TO DOWNLOAD TEMPLATES TO SEND TO YOUR PROFESSIONAL VIDEO EDITOR FOR USE:

After Effects Template

InDesign Template

PERSON IDENTIFIER EXAMPLE:

TITLE CARD EXAMPLE: THUMBNAIL EXAMPLES:

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). Any core collateral (Business Cards, Brochures, etc.) or signage displayed during the video must be compliant with current brand standards as outlined in our Identity Standards Manual.

THUMBNAIL IMAGE

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

Every video has a thumbnail image that will be the initial visual a visitor sees. We advise that you utilize a screenshot taken from the video that frames the 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.

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).