2023 Agent Playbook - SIR

Today,clients are looking to connect with real estate professionals in new ways.The smartest agents are reinventing their efforts and evolving with the help of tools that simply weren? t available in the past Together,we create experiences for our clients unlike any other luxury real estate brand in the world

This playbook has been designed to stay current with consumer trends and to make an impactful statement in your market We have broken down some of our most powerful marketing tools into simple, actionable items that you can utilize to promote yourself and broaden your reach.By leveraging the Sotheby?s International Realty®brand in a modern way you can truly elevate your business to the next level

We hope this playbook helps you fully harness the power of our brand.

Contents

YOUR B US I N ESS Access Agent Profile

Personalized SIRApp

CRM Learning Platform

YOUR M A RK ET I N G

Property Syndication

Co-op Advertising

GPS Unit

Email Marketing

Social Ad Engine

Public Relations

YOUR L I ST I N GS Design Vault Presentation Suite Virtual Staging Apple TV

Luxury Outlook

RESIDE® The Collection

Development Advisors

Sotheby's Concierge Auctions

OUR B RA N D

Nothing ComparesCampaign

Global Media Plan

Social MediaContent

Global Network

Sotheby's Auction House

Gifting Collection

Brand Events

Uncorked

New Story

Brand Standards

Access

Our communication and collaboration platform ? access.sir.com ? offers many exciting features and acts as the gateway to all our brand has to offer.

HOW DO I USE IT?

Log in to access sir com using your brand-provided @sothebysrealty com email address.Navigate through the main menu to view the latest updates,access brand applications,and collaborate with Sotheby?s International Realty®peers around the globe.You and your clients benefit from access to the most current data,tools,and resources,helping you facilitate day-to-day operations and elevate your business

YourAgent ProfilePage onsothebysrealty.com

The latest agent profile pages on sothebysrealty.com offer more opportunities than ever to showcase your personality,business style, and market expertise.

HOW DO I USE IT?

You can use the agent profile page like your very ownwebsite. It is important to have an updated,well-written bio,and acurrent headshot. The agent profile page also includes an agent video,awards, quotes, client testimonials,and stats The more you build out your profile, the more engaging your page will be for clients.

PersonalizedApp

The Sotheby?s International Realty®mobile app is designed to have the same user experience,features,and functionality of sothebysrealty.com ? language translation,currency conversion,inclusion of your HD property videos,3D virtual reality tours,lifestyle searches,destination pages, developments,and more.This new app can be personalized for each sales associate at no additional cost.

HOW DO I USE IT?

Include your personalized app in your listing presentation,share with clients during meetings and showings,or make it a part of your email marketing campaign.Personalized URLs with your first and last name have been created for all sales associates in the Sotheby?sInternationalRealtynetwork

Access your personalized page on your mobile device directly and download from your respective app store

Personalized URLstructure as follows: app.sir.com/sir[FirstNameLastName]

If your brand login ID/ Vanity email includes a number,the URL will follow the same format: app.sir.com/sir[FirstNameLastName#]

SIR MOBILE

CustomerRelationship Management (CRM)

Cloze provides a CRM platform that automatically keeps track of your email,phone calls,meetings,documents,Evernote,LinkedIn, Facebook,Twitter,and more Cloze?s learning algorithm knows whois important to you and automatically prompts youwhen it istime to reach out,so you?ll always be on top of things.

HOW DO I USE IT?

Cloze is a native mobile app making it easy to access all its features from your phone.Everything you can do on mobile youcan also do on the web Once you sign up and create your account,the app will help you get set up and ready to go.Please contact your brokeragemarketingexpert toinquire about your brokerage?sCRM toolof choice.

LearningPlatform

The Next Level Learning Platform by Sotheby?s International Realty is a dynamic,interactive,and digitally driven learning platform aimed at enhancing and boosting the brand?s learning and training offerings for you

HOW DO I USE IT?

Curated by the Global Learning Team,the platform will enhance your learning experience at every stage.Additionally,as the platform is designed to be highly interactive,it allows you to directly access what you need,when you need it.Head to the Learning Library where you will find a wide array of courses easily categorized by type and content.

DesignVault

Design Vault is a complimentary design tool that allows you to create agency-quality marketing campaigns for you and your business This is an easy tool for creating elements for both print and digital placements within your listing?s marketing plan.

HOW DO I USE IT?

The templates in Design Vault are preset to match the brand aesthetics,so all you have to do is personalize the ad with your listing photos and your details.You can also send your items to a professional printer in a few clicks and easily share your graphics to social media with optimized integration Youmust be loggedin toAccesstouse the buttonbelow.

DESIGN VAULT OVERVIEW DESIGN VAULT

PresentationSuite

Presentation Suite is an innovative listing presentation tool that allows you to easily showcase all the featuresand benefits that you can offer a potential seller.The presentation templateshave complete pages leveraging the brand?s heritage,technology,and innovation differentiators.There are also pagesavailable for customization with your own content that can includeyour sold properties,presence in your community,andmore.

HOW DO I USE IT?

The goal of an effective presentation is to successfully articulate a comprehensive and continuously updated list of features and benefits provided by you,by your company,and by the Sotheby?s International Realty®brand to maximize the valueproposition for the client Please contact your brokerage marketingexpert toinquire about your brokerage?slistingpresentationtoolof choice.

VirtualStaging

Virtual staging is the transformation of a singlephoto into auniquely virtually staged scene.It helps listings that are not furnished or in need of a refresh,look more appealing Virtually staged photoscan be used for online marketing exposure on sothebysrealty.com,Apple TV,and SIRMobile,and will also be sent to the brand?ssyndication channel partners.Any property can be transformed with virtual staging technology

HOW DO I USE IT?

Include virtual staging in a listing presentation asa unique tool that allows you to enhance and expedite the process of showing a home to prospective buyers.

Use virtual staging on sothebysrealty.com and other media outlets to promote a listing that can benefit from a redesign ? all without the cost of physically renovating or staging

VIRTUAL STAGING

AppleTV

Our innovative Apple TVapp offers consumers the big-screen details of our properties in the comfort of their living rooms. Displaying our high-definition photography and videos in a large-screen format allows us to showcase our brand properties with impact no other company can match.

HOW DO I USE IT?

Download the app on the Apple TVapp store and search for ?Sotheby?s International Realty.?Use Siri voice dictation to search by city,state or country and also to directly contact a sales associate on every property listing.You can also explore via our Lifestyle visual search,featuring properties that exemplify each consumer?s unique passions.

PropertySyndication

The Sotheby?s International Realty®brand provides unparalleled exposure and worldwide reach for our listings,acrucial piece that sets us apart from the rest of the industry.

Once a home is showcased on sothebysrealty.com,it isexclusively distributed via the ListSync platform to the most authoritativenews, luxury lifestyle,financial,and real estate-centric websites around the world at no additional cost to the agent.

HOW DO I USE IT?

The Property Syndication graphic highlights theglobal reach of the Sotheby?sInternationalRealtybrand,illustrating the immensevalue of the curated,high-profile publication websites and is a localmarket differentiator.Offices can leverage the brand graphicon Access.

Toensureyour propertyisbeingsyndicated,please contact your marketing representative toensure alllistingrequirementsarebeingmet.

Cooperative Advertising

The Sotheby?s International Realty®cooperative advertising program,in collaboration with Sky Advertising,provides an array of print and digital options for listing advertising.This program leverages high-profile,global media partners and offers targeted reach and vast worldwide exposure at highly negotiated rates

HOW DO I USE IT?

The cooperative advertising program offers relevant advertising opportunities strategically curated to reach targeted buyers.Visit skyadgroup.com/sothebysrealty to view the full print and digital cooperative advertising offering,as well as to place your reservations

TheGlobalProperty SearchAdUnit

This ad unit shows how our proprietary list of mediapartners helpsincrease clicks and impressions.This exclusive,geotargeted placement lets viewers browse multiple homes based on their search criteria One click takesthem to the listing page on sothebysrealty.com.The unit runs across multiple media publisher sites,including Architectural Digest,TheNew York Times, The Wall Street Journal,Financial Times,Nikkei,Google,and Facebook.

HOW DO I USE IT?

Properties must be submitted for approval on DASHviathe Property Display Feed program.You can also get exposure onour homepage,and the Top Tier eGallery on Apple TV.

Contact your brokerage marketingrepresentative toensure yourproperties havebeen submitted for review.Acustomizable GPSUnit Brochure isavailableonDesign Vault.

EmailMarketing Campaigns

ActivePipe is an enterprise email marketing solution that helps you deploy beautiful,professional,and mobile responsive emails in minutes.

The Sotheby?s International Realty®brand will be using this platform to provide branded email templates to promote properties and programs to your local markets.

HOW DO I USE IT?

The ActivePipe editor is integrated with the Sotheby?sInternational Realtylistings database for easy drag and drop of property information

You will be able to use the pre-designed templates to showcase new or coming-soon listings,announce an open house,or create your monthly newsletter.The tool also allows you to create distribution lists, categorize your contacts,manage your database,and easily upload to social media channels.

Please contact your brokerage marketingrepresentative toinquire about your brokerage?semailmarketingtoolof choice.

SocialAdEngine

The Sotheby?s International Realty®Social Ad Engine isa proprietary,custom-built platform designed withagents in mind. In under five minutes,you can launch a campaign to reach new audiences,drive new leads,and increase traffic to your listings webpage It's fast,simple,and effective

HOW DO I USE IT?

Simply select a property or template to promote,confirm the campaign copy and assets,select your targeting and let Social Ad Engine do the rest.Campaigns are automatically optimized using Facebook?s industry-leading algorithms to ensureyour ad dollars are working for you

SOCIAL AD ENGINE

LuxuryOutlook

The brand?s Luxury Outlook report offers a deep diveinto high-end residential markets across the globe.The report evaluates trends happening in the world?s primary and secondary markets,as well as the wealth trends that will drive discretionary investment decisions. The last report generated nearly 600 press placementswith coverage in leading publications such as Bloomberg,CNBC,Architectural Digest,Yahoo Finance,and more.

HOW DO I USE IT?

Share this year?s Luxury Outlook report with your sphere of influence using the ActivePipe template The Luxury Outlook email campaign remains the most popular ActivePipe template Customizethe report on Design Vault with your local market informationand current listings to build trust and credibility among clients.DesignVault also offers social media assets to post on your various channels.

LUXURY OUTLOOK

RESIDE Magazine

RESIDEis the Sotheby's International Realty®magazine devoted to the absolute finest in inspirational homes and lifestyles worldwide Our magazine features captivating,in-depth stories and pictures centered around Sotheby's Auction, interior design trends,architecture,locations,lifestyles and more.

RESIDEis a distinctly powerful way to differentiate yourself in your market.All the content is artfully curated by Sotheby?s International Realty and Sotheby?s auction house,to impress and engage readers.You can leverage this content ? and our reputation ? to reinforce your own position as an authority on fine living.

HOW DO I USE IT?

The Sotheby?s International Realty®brand has created a turnkey custom publishing program through Sky Advertising.Affiliate offices around the world can present their own customized issue of RESIDEto their local markets to strengthen their market position while showcasing their listing inventory For offices that do not create a custom edition,you can still leverage this outstanding content in your digital marketing and social media efforts by utilizing RESIDEsocial and email marketing assets in Active Pipe and Design Vault

TheCollection

The Collection is the exclusive marketing program for private listings and new-to-market notable properties represented by Sotheby?s International Realty.

Every quarter,the program reaches 7,500+ top-tier Sotheby?s auction house clients with a newsletter promoting a curation of properties available for their exclusive preview. To enhance exposure of these exclusive properties,The Collection is also distributed to a list of top sales associates affiliated with the brand.

HOW DO I USE IT?

The Collection is an effective acquisition tool that willenable you to build a long-term relation with a new client.Work with your marketing team members to nominate your listings for consideration.

THE COLLECTION

Sotheby'sInternational RealtyDevelopment Advisors

Sotheby?s International Realty®Development Advisors offer support and information to agents in their efforts to plan,market and sell new development projects both domestically and abroad.With our new development expertise, the Sotheby?sInternationalRealtybrand's advantages,and our vast industry knowledge,we deliver faster absorption and higher sellouts for our clients The Development Advisors team includes experts in new development marketing, sales,research,and project management.

HOW DO I USE IT?

Please contact DevelopmentAdvisors@sothebys realty for more information

DEVELOPMENT ADVISORS

Sotheby's ConciergeAuctions

Sotheby's Concierge Auctions is the leading global marketplace for luxury realestate auctions.This platform is an additional tool for selling one-of-a-kind high-end listings that protects the listing agent's commission.Auctionscan build interest and competition for real estate in a finite time period,just as they do for expensive artwork,wine,and cars.

By using this tool alongside the traditional tactics,sellerscan bring more predictability to the process and accelerate the timingof a sale to as little as 60 days

HOW DO I USE IT?

If a $2 million-plus listing is approaching expiration,there aren't many, if any,comparables in the market,or if there has not been significant buyer interest, consider Sotheby's Concierge Auctions as your next step.This approach can recalibrate interest and bring predictability,liquidity,and certainty for sellers looking to accelerate the sale

Resources are available to help you begin a conversationwith sellersabout whether the auction format might be appropriate for their listings.Visit Design Vault for a customizable brochure and ActivePipe for a monthly emailtemplate

SOTHEBY S CONCIERGE AUCTIONS

BrandCampaign: NothingCompares

We created the Nothing Compares campaignwith aholistic design system in mind.The campaign can be adaptedto work across social media,digital banners,video,print ads,and more Plus,we madeit easy to incorporate your listings.Of course,themore consistently we use this design system,the stronger our branding becomes.The Nothing Compares ads drove an 11.8% increase in positive brand lift,exceeding recall,awareness,and favorability norms acrossour established affluent audience,as well as the emerging affluent audience.

HOW DO I USE IT?

When you use templates from the campaign in your personal marketing, clients are more likely to remember and havea favorable impression of you.You can utilize Design Vault to create everything from social media assets to postcards,and ActivePipe for your email communications. Campaign videos are also available to you invarying lengths of time, specs,and can run as-is or has the option for customization

GlobalMediaPlan

The global media plan is Sotheby?s International Realty®brand's portfolio of global advertising partnerships and exposure opportunities available to the network.Sotheby?s International Realty delivers content by partnering with the world?s leading media powerhouses. The cutting-edge innovation,strategic positioning,and international impact of these media partnerships enables our brand to successfully connect with discerning audiences worldwide.

HOW DO I USE IT?

Our global media partners help us drive leads,website traffic,and brand awareness We leverage these relationships to articulate the Sotheby?sInternationalRealtybrand strategy and value,a differentiator competitors cannot replicate.Use the Global Media Brochure as a resource to highlight our global reach,as well as the specific brand exclusives that truly set us apart

Alladvertisingcampaignsthroughout the GlobalMedia AdvertisingBrochure are at no additionalcost.Tobe featured,propertiesmust be submitted for considerationvia the propertypromotionform onAccess.Please contact your marketingdepartment for more information.

SocialMediaContent

Brand videos,brand hashtags,and all published brand content provide rich resources of material you can use to enhance your social media presence.This is an opportunity to present yourself as a member of the Sotheby?s International Realty®network ? with accessto all the brand has to offer ? and to add notes about your market expertise.

BRAND HASHTAGS: The Sotheby?sInternationalRealtybrand has created its own branded hashtags to use across social media We encourage you to utilize these hashtags on your own social media accounts in order to contribute to a larger,network-wideconversation and enhance your social reach.

#sothebysrealty #EPOTD #SIRcleTheGlobe #SIRNewDev

HASHTAGS TO CONSIDER: Hashtags about your destination (#NewYork,#Cabo,#Rome etc.),real estate/architecture (#colonial, #penthouse,#victorian,etc ),amenities (#livingroom,#kitchen, #infinitypool,etc.),and lifestyle (#golf,#ski,#waterfront,#ranch,etc.), can be used when relevant ? don? t forget to search your hashtags on Instagram before you use them.Also,make sure your findings align with your goals #sothebysrealty can be used on all brand-related posts

SocialMediaContent (cont?d)

BRAND CONTENT: Any media published by the brand is a resource of curated content you can repost on your own social media profiles.This content includes articles on the blog,press releases,property highlights,lifestyle features, company events,ad campaigns,auction house news,partnership announcements,and much more

HOW DO I USE IT?

Using brand content can be as simple as reposting the videos,images,and/or text to your own social media profiles.For greater engagement with your followers,you can choose to edit the text on these posts to speak directly about the properties you represent in your market.Amplify the content created by the brand,and your own original content,using one of the striking templates crafted for you in Design Vault.

BRAND HASHTAGS SOCIAL MEDIA EXPOSURE STANDARDS & GUIDELINES

SocialMedia Content (cont?d)

LEADING IN LUXURY ON INMAN: The brand presence on Inman?s influential platform is designed to highlight salesassociates within our network who can share their expertise with an audienceof their peers Inman promotes the stories every Monday on its homepage and shares the content in its daily newsletter and on Inmansocial media accounts.

HOW DO I USE IT?

Sharing the Leading in Luxury articles on your social media profilesor with your contacts ? including excerpts on your email marketing campaigns ? are great avenues for promoting yourself as an industry expert.In addition,we have created templates on Design Vault designed for social media to promote these articles

BONUS! On Mondays,look for the latest brand updates and most recent Inman articles in the brand?s ?What?s New?newsletter.

LEADING IN LUXURY

Sotheby?sInternationalRealty GlobalReferralNetwork

The Sotheby?sInternationalRealtybrand has offices in the most significant markets in the world These markets act as catalysts in generating sales traffic for one another.Additionally,our broker-to-broker referral network augments the deep personal connections between sales associates.Sellers benefit from the added opportunities to find buyers through the referral network as well as through Sotheby?s auction clientele

HOW DO I USE IT?

Connect with your peers,reach out to other Sotheby?sInternationalRealtyoffices and sales associates in your feeder markets,participate in both global and local networking events,and work with your referral manager to make sure your referrals are always entered in our system

Visit the apps and tools section of Access and click on the Global Referral Network icon to enter the system,view your active referrals,and search for referral partners around the globe

Sotheby?sAuctionHouse

The collaboration between Sotheby?s International Realty and Sotheby?s leverages our brand?s rich history,heritage,and unmatched credibility.This is a powerful distinguisher in the global markets we serve.Many sales associates have already experienced the power of thispartnership by making the auction house a part of their ongoing marketing efforts

HOW DO I USE IT?

Sharing auction news,highlights,and upcoming events with your network is an easy and effective way to showcase your connectionwith the auction house.In addition,we offer complimentary ads designed to communicate your collaboration with the auction house in listing presentations and print materials.

Consignment referrals and advertising opportunitiesin the auction house?s exclusive publications and newsletters are some of theadditional programs available to you as part of the Sotheby?s InternationalRealty®brand.

For auction consignments,auction house tours and referral information contact: Susan Janowsky,Auction House Relationship Manager, +1(212) 606-7500 | Susan.Janowsky@sothebys.realty

SOTHEBY S AUCTION

GiftingCollection

Sotheby?s International Realty®Signature Gifts offers an exclusive collection of high-end items designed to impress the most discerning recipients.Present your clients with an exquisite gift from this collection adorned with our exclusive branded pattern.

HOW DO I USE IT?

Create meaningful interactions and foster long-term relationships with clients by presenting them with a memorable,branded gift.Visit our Signature Gifts page on Access to view our full offering.

SIGNATURE GIFTS

BrandEvents

Our brand events provide unparalleled global exposureand networking opportunities with the world?s most-sought-after realestate and luxury enthusiasts.Through immersive,one-of-a-kind experiences,our network delivers exclusive property promotion opportunities We also partner with the acclaimed Sotheby?s auction house to build high-profile sponsorships, engaging prospective sellers and buyers and showcasing the most inspiring properties in the world.

HOW DO I USE IT?

Sponsoring or participating in one of these events gives you an opportunity to network with Sotheby?s International Realty®affiliatesand to showcase listings to the most affluent clientele worldwide.

EVENTS CALENDAR

Uncorked

Uncorked is an exclusive Sotheby?s International Realty®wine tasting experience with Sotheby?s Wine featuring Sotheby?s Own Label Collection

The Wine Tasting kits will provide you with the essential tools for hosting a branded Sotheby's auction event brought right to your door.It?s a true turnkey event and is perfect for an open house.

HOW DO I USE IT? UNCORKED

With just four easy steps you can host a cost-effective and accessible branded event:

Step 1.Purchase a premier wine tasting kit through Xpressdocs.

Step 2.Order the tasting wines through Sotheby?s Wine.Please note that Sotheby?sWinenor their third-partyshipper can shipwine toallstatesand cannot shipinternationally.

Step 3.Utilize digital host templates available in ActivePipe & Design Vault and welcome banner offered through Xpressdocs,

Step 4 Hire caterer for your event location

NewStory

Sotheby?s International Realty chose New Story as our charitable partner because we believe that everyone deserves a safe place to call home New Story is a non-profit organization that puts 100% of donationstowards transforming dangerous living environments into communities of safe,sustainablehomes.

HOW DO I USE IT?

You can sign-up to have a monthly donation go directly to New Story at a denomination of your choice.Assets are available in ActivePipeand Design Vault to share the news of your efforts.This is a fantastic avenue to engage your community while spreading the word about this notablecause.

BrandStandards

The Sotheby?s International Realty®brand is the voice of luxury real estate.Our style guide,?The Voice of the Brand,?was created to help you communicate with consumers in our distinctive way.While this guide focuses on sothebysrealty.com, the basic tenets apply to every medium.Additionally,as licensees of the name ?Sotheby?s,?the Sotheby?sInternationalRealtybrand,is required to follow the brand standards outlined in the Identity Standards Manual

HOW DO I USE IT?

Use these brand standards and guidelines to elevate the presentation of your services and to keep you in compliance with the Sotheby?sInternationalRealtybrand licensing agreement.

Check out these chapters from the Identity Standards Manual to understand proper use of the Sotheby?sInternationalRealtyname and mark

Section 2 (Legal Disclaimers,Using our name in text, Website Guidelines,Typography)

· Section 3 (Logo Lockup)

Section 4 (Signage)

Section 5 (Business Cards,Photography guidelines)

Section 6 (Teams)