2016 Marketing Proposal 26100 Countryside Dr. Austin, TX 78735
There is always a market for the exceptional.
February 25, 2016
Thank you for offering us the opportunity to present you with the following proposal for the sale of your home. This proposal has been developed in conjunction with our in-house marketing team to deliver unmatched exposure both nationally and internationally. We believe that the residence’s unsurpassed quality, architectural significance and premier location will create strong interest in the marketplace. The purpose of this proposal is to specifically describe the efforts that we will undertake in the following areas:
Public Relations and Media Management Print and Electronic Marketing Sotheby’s International Realty Network outreach and Co-brokerage
Over the last decade, Sotheby’s International Realty has sold more than 180 properties for $20 million or more, achieving numerous local price records in the process. We will leverage similar custom marketing strategies from our past successes to introduce this important property to financially-qualified consumers on a global basis and look forward to celebrating a successful sale. We consider our relationship with clients to be a partnership in which all decisions are made in unison. All of the ideas in this proposal are designed to be a basis for an ongoing dialogue. Warm regards,
KAT BROOKS Real Estate Professional Kuper Sotheby’s International Realty
J KUPER Principal Broker Kuper Sotheby’s International Realty
8416 Calera Drive
PRODUCTION SERVICES PHOTOGRAPHY We will commission a portfolio of photographs by Twist Tours. The goal is to curate a carefully orchestrated series of images — the most interesting angles, the ideal time of day, the most compelling features — all designed to show the estate at its very best. This portfolio enriches the viewer’s experience and will be the centerpiece of our marketing efforts, both in print and online.
VIDEOGRAPHY We will produce a three-minute video tour of the estate, to be hosted on our website. Before filming, a custom storyboard with concept development will be presented. The property will be showcased using both wide-angle and detail shots to demonstrate the unique scale and detail of the property. Having this video will serve us well with purchaser and media inquiries alike, allowing us to provide an easy-to-digest overview of the estate.
INDIVIDUALIZED BROCHURE We will create a custom, eight-page, four-color sales brochure, printed on heavy stock, with photographs and copy that highlight the distinctive features of the property. A professional copy writer will be commissioned to write the detailed narrative and property description. This brochure will be distributed to all Sotheby’s International Realty brokerage offices worldwide. The brochure will also be displayed at the real estate desk at the Sotheby’s auction house global headquarters on York Avenue in Manhattan.
EXCLUSIVE DESIGNATED WEBSITE A custom, designated website for the estate will be created and maintained by Kuper Sotheby’s International Realty. This site will be advertised throughout our various print venues and will include a photo gallery, description, video tour and feature list.
KUPER SOTHEBY’S INTERNATIONAL REALTY | 5
8416 Calera Drive
PUBLIC RELATIONS + LAUNCH MEDIA RELATIONS Together with our preferred Public Relations agency and international public relations agency, we will work closely with all media organizations to maximize the awareness that the residence is available for purchase, should you be comfortable with editorial media exposure. To ensure your privacy, we will share all media inquiries with you and seek prior authorization for relevant placements. Media relations services include the following. •
Offering The Wall Street Journal the opportunity to have the exclusive first opportunity to report on the sale of the property (this could involve a personal interview).
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Manage media inquiries for information, images, video and interviews regarding the property.
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Secure appropriate and targeted placement opportunities to reach potential buyers locally, nationally and internationally.
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Provide reporting on media placements.
The above actions correspond with our ultimate goal to successfully achieve the maximum value for the estate. PROPERTY LAUNCH If you desire publicity regarding the sale, we will launch our global marketing campaign as soon as the first “exclusive” earned media story appears online. An email will be sent to all real estate agents in Austin, as well as the top producers within the firm on a global basis.
KUPER SOTHEBY’S INTERNATIONAL REALTY | 7
8416 Calera Drive
PRINT ADVERTISING The following is a written, six month commitment of advertising, should Kuper Sotheby’s International Realty be retained to exclusively list the estate and can begin the photography by February 08, 2016. A confirmed schedule of insertion dates will be provided once photography is complete.
LOCAL ADVERTISING
TIMING
BUDGET
Direct Mail - tri-fold Brochure (Qty 1500)
Mar
$1,980
ABJ Home of the Day
Mar
$500
Top Broker Event
Apr
$2,000
Refine Magazine
June
$1,500
Statesman Homes Feature Page 1&3
July
$1,800
The New York Times
Mar
$695
The Wall Street Journal - Insert (Feature)
Mar
$400
Bloomberg Markets
Apr
$825
May/June
$750
Robb Report Collection
July
$495
Financial Times
Jun
$670
The Wall Street Journal - Global Edition
Mar
$695
Sotheby's Magazine (Full Page)
Apr
$955
Bloomberg Markets
May
$825
Financial Times
May
$670
LP - Luxury Properties
June/July
$355
International NY Times
Mar
$570
NATIONAL / REGIONAL ADVERTISING
The Sunday Times of London
INTERNATIONAL ADVERTISING
TOTAL
$15,685
KUPER SOTHEBY’S INTERNATIONAL REALTY | 9
8416 Calera Drive
ELECTRONIC ADVERTISING ONLINE PROMOTION The property will be advertised on the following websites throughout the listing period. sothebysrealty.com (linked to via sothebys.com) wsj.com (The Wall Street Journal) nytimes.com (The New York Times) mansionsglobal.com (Mansions Global) house24.com (House 24/Italian Market) real-buzz.com (Real -Buzz) luxuryestates.com (Luxury Estates) jamesedition.com (James Edition) Zillow, Trulia, Realtor.com and 500+ third-party real estate consumer websites bizjournals.com / Austin / Dallas / Houston E-GALLERY E-Gallery is a real time, online property sideshow designed to provide immediate worldwide reach for our listings. This is exclusively presented on large plasma screens in Sotheby’s International Realty offices and Sotheby’s auction houses around the world. Our proprietary E-Gallery allows us to guarantee exposure for Important Memorial Estate in each of our network’s 700+ office locations. ELECTRONIC BROCHURES An electronic brochure will be sent via e-mail to our proprietary lists of real estate and art clientele. BUDGET: $1,000 per year (Online Promotion, E-Gallery and Electronic Brochures)
KUPER SOTHEBY’S INTERNATIONAL REALTY | 11
8416 Calera Drive
SOTHEBY’S AUCTION COLLABORATION THE AUDIENCE There is more wealth in the world today than at any other time in history. The creation of new ultra high net worth individuals has been largely driven by emerging global markets. As such, identifying, reaching and connecting in meaningful ways with this geographically-diversified and impossible-to-reach client base is highly complex. There is no more efficient solution to reach the world’s most desirable customers than through our co-marketing relationship with Sotheby’s auction house. Clients include: •
68 of the Forbes’ 100 World’s Richest People
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136 of the Forbes’ 400 Richest Americans
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57 of the Forbes’ 100 Richest Americans
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164 of the Forbes’ Top 500 CEOs
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All 10 of the Forbes’ Top 10 Billionaire Art Collectors
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169 of the Art News’ Top 200 Collectors
EVENT SPONSORSHIPS Sotheby’s International Realty is the exclusive sponsor of three highly important sales at Sotheby’s this fall. The sale of Impressionist and Modern Art, reaching core American collectors. A week-long series of sales in Hong Kong, reaching affluent Mainland Chinese and other Asian investors. And the sale of Latin American Art, reaching emerging markets in South and Latin America. The property brochure will be presented at each of these sales at the dedicated Realty desk. BUDGET: $1,500 INTERNAL NETWORKING Art & Home is an internal memorandum that provides a macro-perspective on luxury housing trends and provides our auction colleagues – category specialists and private client services representatives – with key talking points on the global real estate market for their conversations with top clients. This quarterly communication includes a highly curated selection of distinguished listings, representing the most extraordinary exclusive offerings by Sotheby’s International Realty. The estate will be featured in the fall issue. The communication is also sent to all 15,000 associates affiliated with Sotheby’s International Realty globally.
KUPER SOTHEBY’S INTERNATIONAL REALTY | 13
8416 Calera Drive
NETWORK OUTREACH SOTHEBY’S INTERNATIONAL REALTY WORLDWIDE PRESENCE The Sotheby’s International Realty brand was established to connect the finest real estate to the most prestigious clientele in the world. Today the network boasts more than 15,000 independent sales associates, located in approximately 700 offices in 52 countries and territories worldwide. In 2013, the Sotheby’s International Realty network generated more than $1.3 billion in referrals. DIRECT SOTHEBY’S INTERNATIONAL REALTY BROKERAGE OUTREACH In addition to sending the property brochure to our entire international network of offices, we will send personal communication to the local brokerage executives in the following key markets, including a link to the property video. We will request that the property be presented at an upcoming sales meeting, as well as distributed via email. •
New York City
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Sonoma/Napa Valley
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Rome
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Greenwich
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Seattle
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Hong Kong
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The Hamptons
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Dallas
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Beijing
•
Cape Cod
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Miami
•
Tokyo
•
Palm Beach
•
Aspen
•
Dubai
•
Beverly Hills
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Washington
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Houston
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Los Angeles
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Boston
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Geneva
•
Santa Barbara
•
Naples
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Moscow
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Carmel
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London
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Monte Carlo
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San Francisco
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Paris
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São Paulo
CO-BROKERAGE As agents, we work aggressively with all members of the real estate community on a co-brokerage basis.
KUPER SOTHEBY’S INTERNATIONAL REALTY | 15