2011
DIGITAL MARKETING EXPOSURE
EXPERIENCE
a new sothebysrealty.com
GLOBAL REACH, GLOBAL INVENTORY The Sotheby’s International Realty® brand’s 2011 digital marketing strategy starts with a new sothebysrealty.com, a website re-architected and realigned to provide a real estate experience like no other. With over 26,000 properties, 500 offices and more than 11,000 sales associates from over 40 countries on display, sothebysrealty.com is the unique
source when seeking luxury real estate information from around the globe.
SEARCH FEATURES Globally Refined seaRch with speed and VeRsatility
sothebysrealty.com features the most advanced and versatile search options available, allowing the consumer to define and refine how they want to search, and returning results fast, from wherever a search is started.
• Map RadiUs seaRch • seaRch ResUlts and RefineMent • seaRch by lifestyle • Map aRea seaRch
According to a 2009 NAR survey 90% of buyers utilize the internet to find their home. Therefore, it is essential to not only be on the Internet but to stand out as the source of information for those who seek unique homes that equal their lifestyle.
GLOBAL FEATURES Visitors to sothebysrealty.com come from all over the world with over 33% coming from countries other than the United States. By providing features and functions that serve a global audience, sothebysrealty.com becomes a destination for those who seek unique properties from anywhere in the world.
• pRopeRty Videos with lanGUaGe tRanslation Consumers demand video, so every listing on sothebysrealty.com is accompanied by a unique property slide show video that allows the viewer to not only view the property but listen to narration in their preferred language.
• cURRency conVeRsion Property list prices can be displayed in more than 40 currencies including the Brazil Real R$, the Euro€ and the Chinese Yuan Renminbi ¥, all updated with the latest exchange rate three times daily.
• lanGUaGe tRanslation Translated by native speaking professional translators with real estate expertise (not computer translation), sothebysrealty.com and its content can be viewed in many languages/dialects including Chinese, English, French, German, Italian, Portuguese, Spanish and Russian, with more to come.
FOCUS ON PHOTOGRAPHY
The entryway to sothebysrealty.com, the Home Page Cover Property presents a stunning first impression, artfully displaying a rotation of high resolution images of the most striking homes in our collection. properties are hand-selected for this highly sought after placement from our extraordinary inventory of homes.
Because high quality photography is the most important part of marketing a home online, (properties with six or more photos receive 300 times more page views than those with less), 80% of properties on sothebysrealty.com have 10 or more high resolution photos, most professionally photographed.
Cover page properties draw visitors to find out more about the property 50 times more than average. QUality contRol sothebysrealty.com follows a quality control procedure, rigorously reviewing content everyday to ensure only the highest quality photography and content is displayed on sothebysrealty.com and its media partner websites.
UNIQUE ONLINE BANNER ADVERTISING By leveraging our international brand advertising campaign, The Essence of Extraordinary, we are executing successful banner ad placements to compliment our online marketing efforts. Featuring our
Our Banner Advertisements can be seen on NYTimes.com • WSJ.com • BBC.com • SCMP.com (South China Morning Post) • PropGoLuxury.com Telegraph.Co.Uk (The Daily Telegraph) • IHT.com • Tmagazine. com • Asia.WSJ.com • Europe.WSJ.com • FTchinese.com Sothebys.com • FinancialTimes.com
brand’s greatest asset-the extraordinary inventory of international properties-our banner campaigns are precisely placed using geo and other audience targeting techniques in areas of the most highly-visited websites to reach the most qualified consumers around the world.
TRANQUIL
MAjESTIC ENDURING HOMES
View the entire collection at sothebysrealty.com/tranquil t
The globe’s grandesT hisToric homes, presenTed by soTheby’s inTernaTional realTy®
INTRIGUING Glen Nevis Station, New Zealand Part of the Majestic Collection
Kailua-Kona, Hawaii Part of the Intriguing Collection
View the entire collection at sothebysrealty.com/intriguing
Our lifestyle based banner ads have performed four times better than the industry average in click through rates.
View the entire collection at sothebysrealty.com/majestic
HARMONIOUS View the entire collection at sothebysrealty.com/harmonious
UNRIVALED ACCESS
UNIQUE PARTNERSHIP
sothebys.coM
fRontGate.coM/sothebysRealty
Homes represented by the Sotheby’s International Realty® network are intertwined within the rotating
FRONTGATE is a leading distributor of fine home furnishings and a brand that the Sotheby’s
auction house schedule on the homepage of Sothebys.com. Featuring a high resolution photo and di-
International Realty® network has a unique collaboration with. As part of this partnership we are able to
rect links to the property details page on sothebysrealty.com, this opportunity generates highly qualified
feature select listings on our FRONTGATE micro site. This provides yet another exclusive distribution
leads from Sotheby’s Auction House clientele and the Sothebys.com website is consistently one of the
channel to connect buyers and sellers.
top five referring sites to sothebysrealty.com.
A Sotheby’s International Realty property search banner ad is placed on the homepage of the Sotheby’s Auction House website. Select homes are rotated every two weeks featuring a photo, key property information and a direct link to the property details page on sothebysrealty.com.
eRESIDE diGital MaGaZine
eGallery one of the Most distinct MaRketinG tools pRoVidinG MaxiMUM Global exposURe
RESIDE® magazine, the award-winning publication presented by the Sotheby’s International Realty network, is published not only as print publication but also as a digital magazine. The digital magazine is featured on sothebysrealty.com as well as select partner websites. In addition, RESIDE is offered up to all our network members to use in their digital marketing efforts – thus creating a viral social media channel to further enhance the global exposure of our proprietary magazine and the homes featured in each issue.
The Sotheby’s International Realty eGallery is a real time, dynamic property slide show designed to provide worldwide reach to a property. eGallery is displayed on flat screens in most of the Sotheby’s International Realty and Sotheby’s Auction House locations around the world. The property image includes a high resolution photo, the property location and the price. All eGallery properties must meet eligibility requirements and are quality controlled.
WORLDWIDE EXPOSURE sothebysrealty.com represents the starting point of a comprehensive online marketing strategy that expands the exposure of home to the most significant media companies and real-estate focused websites in the world.
PROPERTY DISTRIBUTION PARTNERS the wall stReet JoURnal diGital netwoRk The Wall Street Journal Digital Network receives 25 million monthly visitors to the US edition, 3.1 million monthly visitors to Europe and 4.8 million to Asia. All three editions have dedicated Real Estate channels with focused editorial relevant to location and serves more than 900,000 Sotheby’s International Realty network listing views per month. nytiMes.coM The New York Times receives over 40 million unique visitors each month to nytimes.com and 2.5 million of those visitors worldwide go to the NYTimes.com/RealEstate section every month. More than 5 million Sotheby’s International Realty network listings are displayed in search results annually. The New York Times partnership also includes the Great Homes and Destinations network, which is a listings search function that runs on some of their sister websites and IHT.com, which is the Global Edition of the The New York Times. the daily teleGRaph The Telegraph was the first newspaper in Europe to launch a website and now receives over 32 million unique visitors per month with 66% coming from outside the United Kingdom. pRopGolUxURy is a real estate portal in Asia. This powerful distribution network provides maximum exposure for your distinctive listings to high net worth visitors in multiple languages: English, simplified Chinese and traditional Chinese. JaMeslist has a strong presence across the luxury space, from private jets to exclusive cars. JamesList currently has more than 400,000 monthly visitors from 44 countries. Zillow.coM averages over 8 million visitors each month with over 57 million U.S. homes having been viewed on Zillow. tRUlia.coM is a real estate search engine averaging 5 million visitors per month, providing local real estate information and statistics. washinGton post .coM Combining a real estate news and featured articles with a real estate search powered by Trulia, the WashingtonPost.com provides its 8 million plus monthly visitors with a powerful real estate news and information destination. yahoo! Real estate receives over 5 million monthly visitors and reaches over 88% of home shoppers providing access to almost four million listings. cybeRhoMes .coM receiving over 1.5 million average visitors per month, Cyberhomes includes more than 100 million property, ownership, sales, and mortgage records, covering more than 85% of the United States population.
Attribution: The referenced website statistics are according to information provided by our partners, Comscore and Compete.com
hoMe findeR displays more than 3 million listings from all over the United States and averages over 2 million visitors per month.
bbc The BBC’s online presence includes a comprehensive news website and archive. It was launched as BBC Online, before being renamed BBCi, then bbc.co.uk, before it was rebranded back as BBC Online. The website uses GeoIP technology and carries advertisements when viewed outside of the UK. The BBC claims the site to be “Europe’s most popular content-based site” and states that 13.2 million people in the UK visit the site’s more than two million pages each day. According to Alexa’s TrafficRank system, the BBC Online is the 27th most popular English Language website in the world, and the 46th most popular overall. GooGle Maps drives 65% of all traffic to real estate websites and through the recently launched Google Maps real estate search function our listings are searchable using Google maps. fRont dooR .coM/openhoUse .coM combines HGTV’s content with FrontDoor.com listing inventory and Openhouse.com’s open house information to create a unique real estate search experience for almost 1 million visitors per month. Realestate.aol.coM realestate.aol.com provides tools to help its 2.5 million monthly visitors searching for homes and compare location, schools and neighborhoods information. hoMes.coM is one of the top 20 most visited websites in the real estate industry. More than 4 million homebuyers visit Homes.com each month to search nearly 3 million homes for sale, to locate real estate agents in their area and to find tips on home buying.
To measure results, the Sotheby’s International Realty brand provides a property view report including view and inquiry statistics for each property and each partner site a property is distributed to.
SEARCH ENGINE OPTIMIZATION Search Engine Marketing
SEARCH ENGINE ADVERTISING
Through content, technical and linking best
sothebysrealty.com and the homes featured receive
AN EFFECTIVE SEARCH ENGINE
found their way to sothebysrealty.com through
practices, including relevant linking strategies to
maximum exposure, typically top five placement
MARKETING PLAN SHOULD INCLUDE
our search engine advertising efforts. This includes
our network of over 200 Sotheby’s International
on the main search engines-Google, Yahoo and
A PAY-PER-CLICK CAMPAIGN that
translated search engine advertising campaigns
Realty® local affiliate websites in 40 countries and
Bing. In addition, by translating the content on
compliments and is tuned to work effectively
running on the in-country version of Google in
partner sites like the NYTimes.com, WSJ. com and
sothebysrealty.com on a daily basis into Chinese,
with the Search Engine Optimization strategy.
Spain, Argentina, Portugal and Brasil, with even
BBC.com,sothebysrealty.com and its content gets
French, German, Italian, Portuguese, Spanish and
In 2010, over 750,000 highly qualified visitors
more to come in 2011.
greater exposure and receives a higher ranking on
Russian, sothebysrealty.com ends up on the first
Google, Yahoo and Bing than the competition.
page search results of the in-country version of
With over 50,000 pages indexed by the search en-
Google i.e. google.es, google.com.br etc.
gines and daily updates to our real estate content, First page search result on Google Brasil for the keywords “imobiliário de luxo” or “luxury real estate”
With search engines driving over 85% of all traffic to real estate websites, it is essential to have a sound and measured search engine optimization strategy
Examples of “Pay-Per-Click” Yahoo, Google & Bing
SOCIAL MEDIA bRinG soMethinG to the conVeRsation
In an effort to capitalize on the many unique and valuable ways social media can help enhance the Sotheby’s International Realty brand’s marketing efforts, our Facebook fan page positively increases consumer awareness and ultimately drives leads.
@sothebysrealty Our Twitter account promotes the latest brand news to the hundreds of people and organizations that
facebook.com/ sothebysrealty Designed to be an adjunct to the brand’s overall marketing efforts,
follow us. Since its 2006 launch, Twitter has gained enormous popularity as a unique, personal and professional communication tool.
COMING SOON...
yoUtUbe.com/ sothebysrealty
our social media efforts have one very important goal: to drive more business to network members. The result is a page that is an extension of the
Founded in February 2005, YouTube is the world’s most popular online video community, allowing millions of people to discover, watch and share originally-created videos. As the
brand’s less is more philosophy,
largest video search engine, YouTube
communicatinglifestyle,
has become the place for consumers
extraordinary property and an
to find real estate videos. The Sotheby’s
outstanding network.
International Realty brand channel provides a destination for our unique video content on properties, locations
Since its introduction in 2010, more than 8,000 people “like this”.
and general information on the Sotheby’s International Realty brand.