TTRSIRDEVELOPMENTSERVICES
YOU BUILD HOMES WE BUILD TRAFFIC
TTR Sotheby’s International Realty MEANS BUSINESS
1 2 3 4 5
DOING At our foundation... Brand Heritage. Sotheby’s International Realty commands presence in the residential marketplace.
THINKING
Thinking beyond our region and building connections to thousands of Washington’s most discerning clients.
MEASURING
Strategic competitive market analyses on your potential buyer is critical to measuring success.
RESPONDING When hiring a sales team for your development project, work directly with the firm bringing the buyers to the area’s most exclusive residences
BEING Our results back up our promises. We are the fastest growing luxury brokerage in the Washington area.
TTR Sotheby's International Realty’s execution of your vision encompasses all aspects of property development. We can advise on every detail from concept to sellout.
1 DOING We do development above and beyond. Our developer sales team will manage your project from conception to settlement. Pre-sales Purchaser retention Escrow and document management Walk-through and warranty information Moves management
BEING RESPONDING MEASURING
TTR Sotheby’s International Realty is the leading luxury real estate firm in the Washington metropolitan market. We afford our clients the highest level of professional service while maintaining our global brand.
THINKING
A brand heritage, more than two centuries old, that provides authentic knowledge comparable to none.
DOING
Our goal is to be an important part of your team. A voice and brand that adds value to your project. We have the experience and resources.
2 THINKING Leveraging both brand marketing and property advertising to create more opportunities for your development. Our local, national, and international relationships can unlock new opportunities for project acquisition and even finance partners.
What distinguishes one brand from another? A brand has to find a way into the hearts and minds of prospects and customers. Be memorable... Sotheby’s International Realty, we are part of a brand heritage, more than two centuries old, that provides authentic knowledge comparable to none. We know a few things about building a brand.
Homepage placement of properties on ttrsir.com generated over 2.4 million views last year from 157 countries. TTR Sotheby’s International Realty reaches more customers online than any of our competitors. Properties featured on the homepage receive the most traffic on the site and are featured in our digital and social media campaigns.
I N T EG RAT E D M AR K E TING PLA N
ON L INE LI ST I NG DI ST RI BU T I O N
Holistic approach to marketing
Exclusive premium placements
In today’s marketplace, a forward-thinking strategy is a must to cut through the clutter. With a holistic integrated marketing communications plan, we take a strategic approach to managing and creating deliverables that create the most impact. Using this approach builds synergy and encompassses all aspects of marketing and communications: digital, print, communciations, events, and sales promotion.
Sotheby’s International Realty affords unmatched online distribution of our property listings to toptier real estate and targeted media web sites. Our listings receive premium placement on many of the most visited websites through our proprietary data feed, and our listings share the same high-resolution, professional photographs used throughout our marketing materials.
SOT H E BYSR E A LT Y.CO M
WASH IN GTON LUXU RY C H A NN EL
Broad-reach advertising
Quality video coverage
Our listings’ online exposure begins with sothebysrealty. com and cascades through our lifestyle-focused sites, to our global network of local websites, and on our media partner websites. Our lifestyle-specific websites allow buyers to match your property with the location and amenities they are seeking.
Video is a chance to tell a story in a way that photographs cannot. It is an increasingly important channel to engage prospective buyers to visually experience a home. For our Washington Luxury Channel, TTR Sotheby’s International Realty has the ability to create a custom video presentation of a home’s most unique features and location and distribute on ttrsir.com as well as on social media sites.
BEING
Electronic distribution RESPONDING
Building visual brand equity
MEASURING
TTRSI R.CO M EXP OSU R E
THINKING
C R E AT I N G A B RAN D V ISIO N
DOING
BEYOND EXTRAORDINARY MARKETING
I NT EG RAT E D M A R K ET IN G CO MM U NI CAT IO NS TTR Sotheby’s International Realty’s marketing and communciations department offers unparalleled branding and exposure, specifically focused on multi-unit residential sales. A brand is a homes’s face to potential buyers - it is the associations and inherent value placed on your home... the experience. Our firm understands branding and marketing as it promotes recognition and sets your home apart from others on the market.
CASE STUDY THE LAUREN THE LAUREN BETHESDA, MARYLAND The Lauren will be a one-of-a-kind luxury residential condominium built for the most discerning buyer. Floor plans ranging from 1,444 sq. ft. to more than 6,000 sq. ft. will reflect the quality one would expect at this level of residence.
CUSTOM BROCHURE CUSTOM WEBSITES
Conversion of 24,000 SF apartment building to 30 unit condominium by Madison Investments in the Meridian Hill/ Columbia Heights neighborhood of Washington DC. One, two and 2+Den units ranging from 600- 1500 SF. Two PH units offers private 450 SF roof decks.
CUSTOM VIDEO
CUSTOM WEBSITES
DOING
THINKING
CUSTOM BROCHURE
MEASURING
LAWRENCE HOUSE WASHINGTON, DC
RESPONDING
BEING
CASE STUDY LAURENCE HOUSE
R EG I O N A L PU B LI CAT IO NS Broad-reach advertising TTR Sotheby’s International Realty collaborates with local and regional publishers to provide expanded exposure in the luxury, art, philanthropy, and relevant local markets. These publications combine to more than 300,000 media impressions.
Alexandria Gazette
FINE Portfolio
Bethesda Magazine
The Georgetowner
Modern Luxury DC
The NW Current
District Home Magazine
Washington Business Journal
Elan Magazine
Washington Life Magazine
The Washington Post
BEING RESPONDING MEASURING
Our global media plan is designed to drive awareness for the extraordinary properties our network represents. With an emphasis on brand exclusivity, cutting-edge advertising technologies, strategic content integration, and social traffic drivers, our brand uses hand-selected media powerhouses whose innovation, experience, and international impact allow our network to successfully connect buyers and sellers globally.
THINKING
Broad-reach advertising
DOING
G LOBA L M ED I A PA RT NERS
D IG I TA L A DV E RTI S I N G AdWerx Retargeting TTR Sotheby’s International Realty collaborates with AdWerx and Google for custom digital advertising. TTR Sotheby’s International Realty has an exclusive partnership with AdWerx giving us premiere zipcodes in the most desirable neighborhoods in the Washington metropolitan region.
RESPONDING MEASURING THINKING DOING
With a database of more than 500,000 contacts, TTR Sotheby’s International Realty has an incredibly robust marketing platform. We have an in-house marketing team that creates custom designed mailers for your development project.
BEING
Email Marketing Platform
D IG I TA L A DV E RTI S I N G Social Media As one of the most powerful marketing avenues today, the way that we speak to consumers today is no longer a one-way communications flow, but rather one to millions instantly. TTR Sotheby’s International Realty creates social media strategies that create impact for your development project.
RESPONDING MEASURING THINKING DOING
With an in-house marketing team, TTR Sotheby’s International Realty can create a single listing website and a custom website for your development project. The content includes, world-class photography, video, neighborhood progiles, and custom site plans.
BEING
Custom Websites
3 MEASURING Measuring your buyer through a microscope. We are local experts in all Washington metro submarkets. Our team can offer input on project acquisition, customer demographics, floor plans, finishers, and pricing. Our team will report weekly and monthly on lead feedback, sales pace, and changing strategies for marketing and absorption.
% change
2013
2014
% change
2013
2014
% change
WASHINGTON, DC
$589,036
$620,026
5%
7,954
7,949
0%
$4,685,194,821
$4,928,582,746
5%
ARLINGTON COUNTY, VA
$604,929
$622,619
3%
2,989
2,774
-7%
$1,808,132,961
$1,727,145,371
-4%
FAIRFAX COUNTY, VA
$531,567
$538,280
1%
15,066
13,549
-10%
$8,008,595,324
$7,293,150,517
-9%
ALEXANDRIA CITY, VA
$517,859
$538,082
4%
2,416
2,262
-6%
$1,251,147,952
$1,217,141,599
-3%
MONTGOMERY COUNTY, MD
$500,338
$503,956
1%
11,461
10,976
-4%
$5,734,370,572
$5,531,420,801
-3%
Source: General market data via MRIS, 1/1/2013-12/31/2014. Data deemed reliable, but not guaranteed.
Clients of TTR Sotheby's International Realty benefit from the firm's global reach, powerful marketing and superior professional service, regardless of price. In addition to our record sales, we sold approximately $900 million in properties under $1 million in 2014. Source: MRIS, 1/1/201412/31/2014. Data deemed reliable, but not guaranteed.
Number of TTRSIR Transactions
28%
45%
15%
12%
Under $500K
$500K - $1M
$1M - 1.5M
Above $1.5M
Dollar Volume of TTRSIR Transactions
11%
34%
20%
35%
Under $500K
$500K - $1M
$1M - 1.5M
Above $1.5M
BEING
2014
RESPONDING
2013
MEASURING
SOLD DOLLAR VOLUME
THINKING
TOTAL UNITS SOLD
DOING
AVERAGE SOLD PRICE
4 RESPONDING When you hire the development sales division of TTR Sotheby’s International Realty, you get the power of our entire firm.
The Sotheby’s International Realty brand vision creates a point of differentiation. Brand Vision: Artfully uniting extraordinary homes with extraordinary lives. Positioning: To those who value the unique, Sotheby’s International Realty is the local real estate services provider that offers unrivaled access to qualifies people and distinctive properties around the world. Personality: Inviting. Discreet. Savvy. Refined. Affiliation: Connoisseurs of Life. Since the founding of the Sotheby’s Auction House in 1744, the Sotheby’s name has earned renown as a marketer of the world’s most valuable and prestigious possessions. Our reputation is built as much upon exceptional services to customer as it is on the notable art and other holdings that pass through Sotheby’s offices around the world. Our association with the Sotheby’s brand is truly what sets us apart because it is more than just an auction house.
BEING RESPONDING MEASURING
Today, the Sotheby’s International Realty luxury real estate network continues to expand worldwide, with offices located in luxury markets within metropolitan areas and destination communities around the world.
THINKING
Sotheby’s International Realty Affiliates LLC is a subsidiary of Realogy Holdings Corp. (NYSE: RLGY), a global provider of real estate services. In February 2004, Realogy entered into a long-term strategic alliance with Sotheby’s, the operator of the auction house.
DOING
WORLDWIDE PRESENCE
5 BEING Our results back up our promises. TTR Sotheby’s International Realty is the fastest growing luxury brokerage in the Washington area. Close to $2 billion in sales in the last year alone.
RESPONDING
MAJOR COMPANIES IN THE WASHINGTON METROPOLITAN REGION
$2,500,000,000
$2,000,000,000
$1,983,686,565
BEING
LUXURY BROKERAGE YEAR-END SALES VOLUME 2014
$1,963,587,540
MEASURING
$1,670,384,616 $1,500,000,000
$305,925,865
THINKING
$500,000,000
BEASLEY
DOING
$1,000,000,000
$398,333,045
$0
TTRSIR
WFP
McENEARNEY
EVERS + CO
GEORGETOWN, DC
DOWNTOWN, DC
CHEVY CHASE, MD
BEING
Clients of TTR Sotheby’s International Realty are uniquely advantaged by our robust marketing platform which merges traditional media with our state-of-the-art digital technology. Further, our global reach across 730 offices in 56 countries worldwide and our commitment to leadership in the local Washington community insures we capture the largest pool of prospective buyers and sellers in the global marketplace.
MEASURING
RESPONDING
T T R | S O T H E B Y ’ S I N T E R N AT I O N A L R E A LT Y
THINKING
ALEXAN DRI A, VA
DOING
Mc L E A N , VA
MICHAEL ANDERSON HINES The Sotheby’s International Realty global marketing apparatus, utilizing the most advanced technology places Michael at a competitive market advantage, allowing him to better assist buyer and sellers in real estate transactions. Michael Hines began his dynamic and successful real estate career more than fourteen years ago. As founder and principal of his own media-marketing firm, OneMarketSpace, Michael represented some of the areas largest developers. Michael was a member of the Sotheby’s International Realty team selected to relocate Volkswagen of America’s US Headquarters to Northern Virginia. Michael works with a diverse clientele, from independent individuals, to the area’s largest developers, investors and corporations. Michael is also a mayoral appointed member of the Board of Taxes and Assessments for the District of Columbia. Michael’s expert negotiating skills bring successful results to all those he represents. Michael holds the GRI, ABR, CRS, and BPOR designations. He is recognized as one of the industry’s most knowledgeable and well respected professionals and has been cited by Washingtonian, The Washington Post, CBS News and Entrepreneur Magazine as one of the Washington Metropolitan area’s most promising young business professionals. Michael holds a BA of Arts from Morehouse College, several special designations from Howard University, and The University of Lancaster and The London School of Economics.
MICHAEL ANDERSON HINES DEVELOPMENT PIPELINE
Helicopter Factory 770 Girard Street, NW Columbia Heights, DC
Lawrence House 15th & Chapin Street, NW U Street Corridor, DC
This 18-unit townhouse + loft style development will include extraordinary, industrial-style residences.
This 30-unit condo development overlooks tranquil Meridian park and is a short walk from 14th Street.
MICHAEL ANDERSON HINES DEVELOPMENT PIPELINE
Industrial Lofts 2002 11th Street, NW U Street Corridor, DC This 24-unit condominium development overlooks lively U Street and is just a short walk from the 14th Street Corridor.
1460 Church Streett Logan Circle, DC 1460 Church Street is projected to have 29 microunit studios & six one-bedroom apartments incorporating the three existing row houses.
MICHAEL ANDERSON HINES BUYER REPRESENTATION Michael Anderson Hines served as procuring cause for these two acquisitions
The Gibson 3205 Georgia Avenue, NW Columbia Heights, DC
The Flat @ Il Palazzo 16th Street and Fuller Street, NW Adams Morgan, DC
This 32-unit luxury apartment homes development is walking distance from Howard University in lively Columbia Heights.
Former Italian embassy to be converted into a two-tower 135 unit apartment/condominium project .
2014 LANDMARK SALE BY MICHAEL ANDERSON HINES
Elysium Fourteen Rendering 1921-1929 14th Street, NW & 1351 Wallach Place, NW, sold for a price of $7,700,000 in March of 2014. The plan for the site is a 56-unit ground-up apartment building called Elysium Fourteen, the groundbreaking for which is July 1st 2014. The Elysium brand is part of a new line of luxury properties developed by Madison Investments. The Madison team gained all approvals from BZA, HPRB and received unanimous support from all ANC 1B commissioners in late 2013. Michael Hines of TTR Sotheby’s International Realty represented both the seller and buyer in this transaction. The dual role typifies Hines’s approach to transactions that maximize out-sale value for landowners while placing developers in value-laden opportunities that align with their competitive strengths.
TTR SOTHEBY’S INTERNATIONAL REALTY LOCAL DEVELOPMENT HIGHLIGHTS
The Lauren
4802 Montgomery Lane Bethesda, MD A twenty-nine unit, luxury condominium building located in the heart of downtown Bethesda with an average price per square foot of $1,000.
Quarry Springs
8101 River Road Potomac, MD
A thirteen-acre property boasting four separate buildings with twenty five units per building ranging from 2,500 interior square feet to 4,500 interior square feet.
The Residences at the Ritz-Carlton Vail, Colorado
TTR SOTHEBY’S INTERNATIONAL REALTY leverages the best practices from our global affiliates • TTR Sotheby’s International Realty offers developers multiple advantages that no other firm can: senior sales talent with a proven track record in the international luxury segment, exclusive access to market to Sotheby’s prestigious worldwide buyer clientele, unrivaled global online exposure and heavily discounted media purchases in top-tier publications locally and nationally. • To maximize results, we design and execute intelligent and exciting sales and marketing campaigns that deliver results • We use best real estate practices across every market to ensure success for our partner developers
1000 MUSEUM BY ZAHA HADID
REACH BRICKELL CITY CENTER
Offering developers a fully integrated global sales and marketing solution • We spearhead and direct the branding and visioning, sales strategy development, sales and marketing budget development, creative materials, advertising campaigns, presentation center sales pat and signage/storyboards, sales staffing, training, event planning, public relations, media planning customer relationships management and sales supervision. • Our turn-key sales and marketing program adheres to the promise of Sotheby’s white glove service.
MARKET DATA
PURCHASER DEMOGRAPHICS
U N I T M I X & L AYO U TS FEATURES & FINISHES
F LO O R P L A N S & I N T E R I O R S
AMENITIES
INTEGRATED MARKETING PLAN C LOS I N G MANAGEME N T
BUILDING DESIGN
PRICING & SALES PACE
SALES TEAM
FINANCING
WA LKTHROUGHS & WARRANTIES
MANAGING SALES RISK • Pre-Sales • Customized Release Strategy • Designated Lenders
REAL-TIME LEAD MANAGEMENT & REPORTING Accelerated Pace • Lowers Marketing Budget • Achieves Higher Pricing •
W E U N D E R STA N D D E V E L O P M E N T In the high-stakes game of real estate development, vision is realized only through execution. There are a myriad of details, no shortcuts and little, if any, margin for error.
TTRSIRDEVELOPMENTDIVISION