TABLE OF CONTENTS 1
The Brand
2
Our Company
3
Global Media Reach
4
Online Marketing
5
Local Marketing
THE BRAND
Our Brand Heritage The Sotheby's International RealtyŽ brand harnesses the worldwide recognition and prestige of the Sotheby's name. Auctioneers since 1744 with a fine tradition of marketing the world's most cherished possessions, Sotheby's is now an innovative global art business serving the most discerning clientele. Sotheby's Intemational Realty benefits from this tradition and innovation through equity in the Sotheby's brand name and marketing collaboration. In 1976, an exceptional real estate company is launched and created from the same passion that guides the auction house. Today, we are a commanding presence in the representation of the world’s most unique properties. The collaboration between auction and realty utilizes a combination of unique and exclusive marketing efforts that provide targeted exposure to a coveted and influential audience, artfully uniting extraordinary homes with extraordinary lives throughout the world.
A True Global Network The Sotheby's International RealtyÂŽ network is an exclusive association of high-quality residential brokerages throughout the world, with unparalleled marketing reach through 860 offices and more than 20,013 sales associates in 68 countries/territories. Andorra Anguilla Argentina Aruba Australia Austria Bahamas Barbados Belgium Belize Bermuda Brazil Bonaire British Virgin Islands Canada
Cayman Islands Chile China Costa Rica Croatia Czech Republic Dominican Republic Estonia Finland France French Polynesia Germany Gibraltar Greece Honduras
India Ireland Israel Italy Japan Latvia Lithuania Luxembourg Malta Mauritius Mexico Monaco Netherlands New Zealand Nicaragua
Panama Switzerland Peru Taiwan Philippines Turks and Caicos Islands Poland United Arab Emirates Portugal United Kingdom Puerto Rico United States Russia Uruguay Singapore Virgin Islands South Africa Spain St. Barthelemy St. Lucia St. Martin St. Vincent and the Grenadines Sweden
Your Home Around The World Our eGallery and global brochure distribution programs create a unique, worldwide reach for your home. The Sotheby’s International Realty eGallery is a real-time, dynamic property slide show displayed on high-definition screens in the Sotheby’s International Realty and Sotheby’s auction house locations around the world. Our global brochure distribution program sends your property to a front office display in every Sotheby’s International Realty office and auction house.
OUR COMPANY
Steve BrianArrington, Arrington,Founding FoundingPartner Partner&&Chairman Chairman SteveGames, Games,CEO CEO&&Partner; Partner;Nyda NydaJones-Church, Jones-Church,President President&&Partner; COO; Brian
Boutique Brand LOCALLY OWNED AND OPERATED
Although we are part of an international brand, Pacific Sotheby’s Realty is a locally owned and operated company. All three of our partners are involved in the daily operations of our enterprise and have decades of experience in the San Diego real estate market. Since our founding in 2010, we have managed over $10.3 billion in home sales, with increases in sales volume every year. No other company can offer this level of expertise within the San Diego marketplace, or the personal touch that you will get with Pacific Sotheby’s Realty.
Company Growth CHANGE IN MARKET SHARE SAN DIEGO COUNTY 2016 vs 2015
19.5%
20%
15%
10%
5%
0
-3.0%
-5%
-4.2% -6.0% Berkshire Hathaway HomeServices
-7.3% Coldwell Banker
Pacific Sotheby’s International Realty
Century 21 Award
Willis Allen
Report based on sales volume. Data supplied by Sandicor MLS through Trendgraphix. Neither the Associations nor the MLS guarantee or are in any way responsible for its accuracy. Data maintained by the Associations or their MLS may not reflect all real estate activities in the market. Information deemed reliable but not guaranteed.
Market Share TOP BROKERS BY TOTAL SALES VOLUME $1,000,000+ PROPERTIES SAN DIEGO COUNTY JANUARY 1, 2016 - DECEMBER 31, 2016 RANK
COMPANY
TOTAL UNITS
TOTAL UNITS MKT %
TOTAL SALES VOLUME
TOTAL VOLUME * MARKET %
1
PACIFIC SOTHEBY’S INTL REALTY
882
11.5%
$1,783,112,000
13.4%
2
BERKSHIRE HATHAWAY HOMESERVICES
837
10.9%
$1,613,228,000
12.1%
3
COLDWELL BANKER
659
8.6%
$1,157,649,000
8.7%
TOP BROKERS BY TOTAL SALES VOLUME SAN DIEGO COUNTY JANUARY 1, 2016 - DECEMBER 31, 2016 RANK
COMPANY
TOTAL UNITS
TOTAL UNITS MKT %
TOTAL SALES VOLUME
TOTAL VOLUME * MARKET %
1
BERKSHIRE HATHAWAY HOMESERVICES
4,586
5.7%
$3,549,290,000
7.3%
2
PACIFIC SOTHEBY’S INTL REALTY
3,546
4.4%
$3,277,159,000
6.8%
3
COLDWELL BANKER
4,382
5.4%
$3,098,841,000
6.4%
*Based on data supplied by TrendGraphix from SANDICOR MLS and its member Association(s) of REALTORS, who are not responsible for its accuracy. Does not reflect all activity in the marketplace.
78
1
2
3
5
4 6 8
10
7 9 56
11
13 12 14
52 163
15
19
16
17
18
94
20 21
125
22 75
54
San Diego Locations 905
San Diego’s largest boutique brokerage, we provide maximum countywide exposure with offices all over San Diego. 1. CARLSBAD 5825 Avenida Encinas, #101 & #102 Carlsbad, CA 92008 858.777.9817
6. RANCHO SANTA FE 16909 Avenida de Acacias Rancho Santa Fe,CA 92067 858.756.1150
11. CARMEL VALLEY 16. LA MESA 3860 Valley Centre Dr. #409 8310 La Mesa Blvd San Diego,CA 92130 La Mesa,CA 91942 858.764.1495 619.337.1700
2. SAN ELIJO 1215 San Elijo Road San Marcos, CA 92078 760.452.7444
7. INLAND CORRIDOR 16710 Bernardo Center Dr San Diego, CA 92128 858.705.6041
12. LA JOLLA SHORES 2218 Avenida de la Playa La Jolla, CA 92037 858.926.3060
3. ENCINITAS 851 S. Coast Highway Ste. 300 Encinitas, CA 92024 760.942.7479 4. RANCHO SANTA FE 6024-D Paseo Delicias Rancho Santa Fe,CA 92067 858.756.4932 5. RANCHO SANTA FE 16915 Avenida de Acacias Rancho Santa Fe,CA 92067 858.756.2800
20. DOWNTOWN 560 1st Avenue San Diego, CA 92101 619.481.6300
17. MISSION HILLS 21. CORONADO 810 West Washington St. 1200 Orange Avenue San Diego,CA 92103 Coronado,CA 92118 619.269.2277 619.516.8896
8. FAIRBANKS RANCH 13. LA JOLLA 18. POINT LOMA 16236 San Dieguito Rd, #4-12 1111 Prospect Street, Ste. 100 - LIBERTY STATION Rancho Santa Fe,CA92067 La Jolla,CA 92037 2850 Womble Rd, #102 858.756.4800 858.926.3060 San Diego,CA 92106 619.269.2266 9. DEL RAYO 14. LA JOLLA SOUTH 16077 San Dieguito Rd, #B1-B2 864 Prospect St, Ste. C 19. POINT LOMA Rancho Santa Fe, CA 92067 La Jolla, CA 92037 1075 Rosecrans St 858.832.7030 858.500.4490 San Diego,CA 92106 619.516.8895 10. DEL MAR 15. PACIFIC BEACH 3702 Via de la Valle 4927 Ocean Blvd, Del Mar,CA 92014 San Diego, CA 92109 858.259.8300 858.272.9696
22. CORONADO 1339 Orange Ave. #8 Coronado, CA 92118 619.437.1614
Architectural Division Of all the arts, architecture is one of the most sophisticated. It visually defines the character of our neighborhoods. In acknowledging the uniqueness and importance of architect-designed houses, Pacific Sotheby’s International Realty has created an entire division to address the needs of those homeowners. Our Architectural Division enables us to raise the bar on the marketing of architectural houses and utilize the connections we have cultivated in the architecture community. We have developed targeted strategies to give our clients a significant advantage, and have a select group of associates who have earned the designation of Architectural Specialist. “Our focus is to provide our clients with a significant advantage in the representation of their unique architectural homes. Pacific Sotheby’s International Realty honors Architecture as Art and our Architectural Division is its platform for the future.” – Jan Eric Horn, Executive Director, Architectural Division
Equestrian Division Whether your riding preference is dressage, stadium jumping or western in style, Pacific Sotheby’s International Realty’s Equestrian Division is unmatched in connecting discerning buyers and sellers with exceptional equestrian properties. Our Equestrian Division provides our clients with the professional and experienced direction and specialized marketing strategies needed in the representation of equestrian properties, horse properties, commercial ranches and farms, and luxury estates. “By combining qualified experts who understand the intricacies of equestrian, farm and ranch properties, with access to uniquely qualified buyers and the unprecedented global representation of the Sotheby’s International Realty brand, we are able to provide our clients and our agents with unrivaled marketing advantages to meet the growing needs of one of the world’s finest equestrian communities.” – Roblee Valentine, Executive Director, Equestrian Division
Agents of Change Change the world one home at a time with Pacific Sotheby's International Realty Pacific Sotheby's International Realty and World Housing are proud to introduce the Agents of Change, a certification that enables realtors and home sellers to build and gift homes to impoverished families living in Tijuana, Mexico. For every home sold by a Pacific Sotheby's Realty certified Agent of Change, a donation is unlocked towards building the next life-changing home in Tijuana!
GLOBAL MEDIA REACH
Global Media Partnerships The Sotheby's International RealtyÂŽ brand marketing strategy is to develop and curate quality content, delivered across multiple platforms in order to create and maintain global brand recognition and drive more consumers to sothebysrealty.com. With an emphasis on brand exclusivity, cutting-edge advertising technologies, strategic positioning, social traffic drivers and video content integration, the Sotheby's International RealtyÂŽ brand utilizes handselected media powerhouses whose innovation, experience and international impact allow our brand to successfully connect with a global consumer.
The Wall Street Journal Our partnership with The Wall Street Journal allows the Sotheby’s International Realty brand to reach the global business elite and place the properties represented by our network in unique and exclusive positions. The Wall Street Journal spans 12 editions in nine languages, engaging a global readership of 3.6 million across newspapers, websites, magazines, social media and video.
The New York Times Since 1851, The New York Times has provided exceptional depth of quality news and information surrounding the most important issues on a local, national and global level. Having won more Pulitzer Prizes than any other paper, The New York Times has consistently set the bar among leading news brands. Now serving over 90 million unique global visitors per month, NYTimes.com has successfully applied the same expectations and meticulous standards to the digital world as with print. The Sotheby’s International RealtyŽ brand blends exclusivity, dominance and new trail-blazing technology with a strategic focus on mobile to reach an ever-expanding global audience.
The Financial Times The Financial Times (FT) is one of the world’s leading business news organizations, recognized internationally for its authority, integrity and accuracy. Providing essential news, comment, data and analysis for the global business community, the FT has a combined paid print and digital circulation of 840,000. Mobile is an increasingly important channel for the FT, driving more than half of total traffic to the world’s most desirable audience, with the largest purchasing power and highest net worth. The FT reaches those influencing the political and corporate world who are also high-net-worth consumers who seek out the best life has to offer. With over 6 million registered users, the FT reaches the world’s most influential budget-holders and opinion-formers.
Forbes For nearly a century, the Forbes brand has been synonymous with success, developing a unique relationship with the world’s most affluent, influential and discerning individuals. This community comes to Forbes not only for the most trusted insights on business and investing, but for their authentic voice in the luxury consumer space. Forbes expands the Sotheby’s International Realty® brand’s ability to reach a young and internationally minded business community.
Architectural Digest Architectural Digest (AD) is the international authority on design and architecture. AD provides exclusive access to the world’s most beautiful homes and to the fascinating people who live in them, bringing its audience a wealth of information on architecture and interior design, art and antiques, travel destinations, and extraordinary products. Its AD100 list of top architects and designers is one of the industry’s most relied-upon indexes of talent. Every day, AD inspires millions of affluent readers to redesign and refresh their lives through a multiplatform presence that includes print and digital editions, social media, signature events, and its website, architecturaldigest.com.
Marketing to Asia PropGOLuxury.com was created to fulfill the high demand of our affluent Chinese consumer base requesting exclusive properties from around the world. China represents the world’s largest and fastest-growing population, with more new millionaires being created than at any time in history. PropGOLuxury.com is the largest and fastest-growing property portal in the China and Asia Pacific region. Juwai.com - Demand for luxury properties from Chinese consumers continues to grow. China is the second driver of visits to sothebysrealty.com, just after the United States. At this moment, one out of every 10 visitors on sothebysrealty.com is located in China. In an effort to expand the brand’s reach in China, we launched a syndication partnership with Juwai.com, one of China’s premier real estate portals, with over 2 million monthly visitors. This ensures greater visibility to Chinese consumers searching for homes worldwide. Luxuryproperty.zaobao.com is the flagship Chinese website of Singapore Press Holdings (SPH). With international news, lifestyle and entertainment content, it reaches an audience of over 10 million monthly Chinese language visitors. Z-Property is Zaobao’s real estate channel, with a focus on lifestyle, décor and high-end homes. This partnership is supported by www.PropGOLuxury. com, which powers the international luxury real estate channels for select SPH media properties. Property must be $1,000,000 usd or greater.
National & International Advertising Exclusive agreements with the world’s most influential media partners provide unique access for us to place property ads that target qualified buyers for your home and offer vast worldwide exposure. That includes mainstream partners such as the New York Times and the Wall Street Journal, as well as lifestyle-focused partners such as Ocean Living and Country Life.
ONLINE MARKETING
Online Marketing Summary
May 06, 2016 - March 05, 2017 14760 Caminito Porta Delgada Del Mar, CA 92014, US $1,850,000 MLS # 160023435 Property Id: EGCCSY
Jane Doe Pacific Sotheby's International Realty 16236 San Dieguito Suite 4-12 Rancho Santa Fe, CA 92067, US Agent Phone: 858-000-0000 Office Phone: 858-756-4800 jane.doe@sothebysrealty.com http://www.pacificsothebysrealty.com/ Website Traffic Comparison
Number of Views - Last 4 Weeks
Website
Top Cities
Property Views
Zillow
8,247
realtor.com
1,988
Trulia
792
JamesEdition
591
SothebysRealty.com
329
Wall Street Journal/Mansion Global
249
LuxuryEstate.com
77
124
Homes.com
44
Solana Beach, CA
27
Real-Buzz
9
Los Angeles, CA
23
Encinitas, CA
21
NY Times
3
City
Property Views
San Diego, CA
Hong Kong, Guangdong, CH
20
Juwai
2
La Jolla, CA
17
HomeAdverts
1
Shenzen, Guangdong, CH
13
PropGOLuxury Network
1
Madrid, Madrid, ES
13
New York, NY
13
CountryLife
0
Chicago, IL
11
HomeFinder.com SearchALLProperties by L2L
Terms Used
Shelterr.com
Property Views - Occurs when a consumer views the full property detail page for your listing on a marketing website.
0 0 COMING SOON!
0
Total
12,333
Top Cities - The cities from which the greatest number of consumers live that are viewing your listing. - indicates that the traffic reported by the site includes traffic from mobile applications. *Although your property listing is being displayed on these websites, we are currently unable to track the property views and inquiries for these websites. Sotheby's International Realty and the Sotheby's International Realty logo are registered (or unregistered) service marks used with permission. Each Office is Independently Owned and Operated. The information set forth on this report is based upon information which we consider reliable, but because it has been supplied by third parties, we cannot represent that it is accurate or complete, and it should not be relied upon as such. The offerings are subject to errors, omissions, changes, and are subject to timing of delivery and updates of reporting metrics and related data.
Property Distribution Strategic placement and unique positioning of your home's best features are critical in securing the right audience to not only preview your home online, but to take the next step in their home search. The Sotheby's International RealtyÂŽ brand partners with and distributes properties to the most significant media companies and real estate-focused websites in the world in order to increase your property's exposure. To measure results, the brand provides a property report including view and inquiry statistics for each partner site to effectively illustrate the activity a property receives online. * *
**
*
COMING SOON!
* $1,000,000 minimum list price
** $650,000 minimum list price
alliancesothebysrealty.com artisansothebysrealty.com atlantafinehomes.com baysir.com beijingsir.com bel izesi r.com bgsir.com brazensothebysrealty.com bvisothebysrealty.com bytheseasir.com callawayhenderson.com carvillsir.com celiadunnsir.com chapinsothebysrealty.com coastalsir.com dbsir.com deckerbullocksir.com dielmannsothebysrealty.com dreyfussir.com ellissothebysrealty.com encoresothebysrealty.com foresthillsrealestate.com frankhardy.com gibsonsothebysrealty.com ginevrasir.com glaciersir.com global.listsothebysrealty.co.jp
goldcoastsir.com gulftobaysothebysrealty.com gustavewhite.com hallmarksir.com harborsir.com harborsidesir.com hcronerrealestate.com heritagehousesothebysrealty.com heritagesir.com hodgekittrellsir.com israelsir.com jamesonsir.com klsir.com sirguadalajara.com kuperrealty.com sirloscabos.com landmarksothebysrealty.com legacysir.com lenihansothebysrealty.com listsothebysrealty.com luskandassociates.com maltasothebysrealty.com manormorsir.com marketplacesothebysrealty.com mauritius-sothebysrealty.com milan-sothebysrealty.com mnsir.com
sunvalleysir.com monumentsothebysrealty.com nicaraguasir.com northcountrysir.com ocean sir.com pacificsothebysrealty.com todaysothebysrealty.com pacsir.com premiersothebysrealty.com puertoricosothebysrealty.com queretarosothebysrealty.com regosothebysrealty.com renwicksothebysrealty.com robinsonsir.com rsir.com russellpostsir.com sanmiguelsothebysrealty.com selectsothebysrealty.com shoresir.com sierrasothebysrealty.com towneandcountryinc.com treasurecoastsir.com ttrsir.com turksandcaicossir.com unlimitedsir.com venturesir.com vistasir.com
SIR Network Exposure Once a home is on sothebysrealty.com, it will be exclusively marketed on more than 100 websites around the world. This network of interconnected, locally focused and globally aware Sotheby's International RealtyÂŽ network members' websites, receives over eight million visitors per year and creates another exclusive property syndication opportunity.
wardwight.com warrenlewis.com waterfieldsir.com wssir.com wishsir.com sir-abcislands.com sirbahamas.com sircaymanislands.com sircostarica.com sirrivieramaya.com sirvillage.com soleilsir.com sothebysrealty.lu sothebysrealtyusvi.com stmartinsir.com steamboatsir.com streetsothebysrealty.com sullivanbi.com summitsoth bysrealty.com synergysir.com tateandfoss.com thebearsclubsir.com thelipmangrou sothebysrealty.com
sothebysrealty.com sothebysrealty.com attracts more consumers to search, view and inquire than any other luxury real estate website. Millions of viewers immerse themselves in our collection of vibrant, full-screen high-definition videos and photography. sothebysrealty.com also offers 3D and virtual reality tours, 17 languages and lifestyle and destination content. A home presented with such in-depth and unique content has a much higher success rate capturing search engine inquiries and engaging online consumers. In a year, sothebysrealty.com has: • 22,000,000 visits • 97,000,000 page views • 45,000,000 property detail pages viewed • 53% of visits are from outside of the US
Lifestyle Search More people prefer to search homes by lifestyle than any other category and Sotheby’s International Realty’s property search capabilities are constructed with this in mind. From waterfront to farm and ranch, mountains to historic homes and many other selections, with lifestyle as the focal point of our search criteria, we allow the buyer to find their new home based on not just where it will be located, but what kind of life they will live within that extraordinary property.
pacificsothebysrealty.com One of San Diego’s leading property search destinations, pacificsothebysrealty.com provides the most compelling multimedia presentation, stunning imagery and beautiful video to showcase the exceptional story that is your home.
Social Media Content marketing is the way consumers seek information. Social media is a vital tool in this space for luxury brands to provide their content to their loyal following as well as to attract new connections. Influential, well-connected buyers like to engage directly with their favorite brands, looking at unique photos, videos and articles with the ability to respond and share the content with their circles. We are not simply "posting" on social media. We are nurturing a highly engaged group of opinion-makers with exclusive content on Facebook, YouTube, Twitter, Google+, Instagram, Linkedln, Pinterest and our Extraordinary Living Blog. We know that our social content marketing approach works because Facebook is the top referring source of traffic to sothebysrealty.com.
Matterport The feel of your house can't be captured in photos alone. Buyers want to know how the floor plan flows, what the view from the kitchen sink is and how a house lives day to day. As your buyer may be across the country or overseas, Pacific Sotheby’s International Realty utilizes the Matterport 3D Showcase™ to enable virtual showings to online shoppers to help them explore your property from any device, anywhere in the world.
Video It is projected that by 2018, video will represent 79% of all global internet traffic. With video powering everything from the homepage of sothebysrealty.com to our ad units on our partner websites, video is allowing prospective buyers to experience our properties like never before. On sothebysrealty.com there are over 10,000 property videos and counting. As real estate listings with videos receive 403% more inquiries than those without videos, we have done everything we can to maximize exposure for your property video.
Open House eMagazine This eye-catching guide to the weekend’s open houses is generated every Friday. The emagazine is distributed to all of our agents, posted to social media, then published online on issuu.com.
LOCAL MARKETING
Dream Homes Dream Homes is the pre-eminent source for distinctive properties in San Diego. Dream Homes' 14,000+ targeted monthly print distribution reaches the million-dollar home buyer market in upscale neighborhoods, newsstands, hotels, retail stores, salons, shopping centers, car washes, real estate offices and car dealerships. Copies are direct mailed to the wealthiest homeowners in Rancho Santa Fe and delivered door to door to the most expensive homes in La Jolla and Coronado. Every San Diego issue also is distributed in Beverly Hills.
Premier Magazine From buying to selling, upgrading to remodeling, Premier covers it all. With 23,000 print distribution monthly, Premier keeps readers updated on what is happening in the market, reports the latest news in the mortgage industry, and offers the latest trends in home design and dĂŠcor. It is distributed to luxury hotels, private golf and country clubs, executive airports, high-end retailers, salons, boutiques, yacht clubs, car dealers, interior designers and furniture stores around San Diego County, as well as top-producing real estate offices.
Multi-Paper Insert Our monthly insert is a free-standing newsprint magazine that is distributed within various community newspapers every month, ensuring your home will be seen in a variety of San Diego's niche markets. CIRCULATION: Beach & Bay Press (Pacific Beach, Mission Beach) – 17,000
La Jolla Light – 18,080
Carmel Valley News – 17,243
Peninsula Beacon (Ocean Beach, Point Loma) – 13,500
Coronado Eagle & Journal – 12,500
Poway News Chieftain – 15,042
Coast News – 22,000
Rancho Bernardo News Journal – 17,076
Del Mar Times – 6,993
Rancho Santa Fe Review – 7,101
Downtown News – 20,000
Solana Beach Sun – 4,335 ____________________________ Total – 170,870
Union Tribune Real Estate San Diego’s weekend real estate guide with circulation of 302,000, The San Diego Union Tribune has the largest readership of any publication in San Diego County, and nearly 60% of its audience owns a home. Our full-page ad is prominently placed on page 3 in the weekly real estate guide, while our themed 2-page spread runs in the center of the section, twice monthly.
Coastal THE SAN DIEGO UNION-TRIBUNE
SAN DIEGO HOMES
SMALL HOME, BIG IDEAS VAULTED CEILINGS, RAFTERS CREATE SENSE OF SPACE
MAY 2017
Coastal Magazine This San Diego Union Tribune insert reaches San Diego’s most affluent coastal residents. It is delivered to over 43,000 homes each month, with additional distribution in racks at local stores and real estate offices. The electronic edition stays live for 30 days on www.sandiegouniontribune.com.
AREAS OF DISTRIBUTION:
Bay Park/Old Town Cardiff Carlsbad Carmel Valley Coronado Del Mar Downtown
Encinitas Hillcrest La Jolla Mission Beach Mission Hills Ocean Beach Oceanside
Pacific Beach Point Loma Poway Rancho Santa Fe Solana Beach
San Diego Business Journal Provides business news to CEOs, executives, senior managers and other decision-makers who make up the most influential audience in San Diego. With over 45,000 readers per week in print and 42,000 daily eNews subscribers, the San Diego Business Journal reaches a targeted audience comprised of San Diego’s most dynamic industries, from real estate and finance to law and science. 86% of SDBJ readers own a home with an average home value of $913,000 with 84% of readers earning more than $250,000 annually.
PacificSothebysRealty.com