Quarter 4 - 2018 Sothby's International Realty

FOURTH QUARTER 2018

SOTHEBY’S INTERNATIONAL REALTY ®

NOTEWORTHY STATS THE

WITH

SOT H E BY ’S OUR

I N T E R N AT I O N A L

DY N A M I C

D I G I TA L

R E A LT Y ®

MARKETING

BRAND’S

I N N O VAT I V E

PA R T N E R S

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CONTINUE

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E XC LUS I V E DRIVE

MARKETING

LEADS

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C A M PA I G N S

NETWORK.

EXECUTIVE SUMMARY 132,089,840 IMPRESSIONS 24% INCREASE VS Q3 IN 2018

464,653 CLICKS 13% INCREASE VS Q3 IN 2018

TOP MEDIA PERFORMERS: JUWAI, MANSION GLOBAL, THE NEW YORK TIMES

OVERALL TAKEAWAY: : Q4 SAW THE QUARTERLY CTR AT 0.56%, A 24% INCREASE FROM Q3. WE CONTINUED TO SEE WEBSITE TRAFFIC TO SOTHEBYSREALTY.COM INCREASE BY 13% COMPARED TO 2017 (19.1M VS 16.8M).

GLOSSARY OF TERMS ON THE BACK

IMPRESSIONS: 1,139,564 CLICKS: 1,425 CTR: 0.13% CTR BENCHMARK RANGE: 0.11% - 0.23%

IMPRESSIONS: 2,985,847 CLICKS: 37,830 CTR: 1.27% CTR BENCHMARK RANGE: 0.98% - 2.86%

IMPRESSIONS: 5,410,061 CLICKS: 19,714 CTR: 0.36% CTR BENCHMARK RANGE: 0.14% - 0.35%

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IMPRESSIONS: 650,093 CLICKS: 2,830 CTR: 0.44% CTR BENCHMARK RANGE: 0.15% - 0.53%

IMPRESSIONS: 3,591,949 CLICKS: 2,841 CTR: 0.08% CTR BENCHMARK RANGE: 0.05% - 0.16% Luxury Estate saw a 42% decrease in CTR (.19% vs .33% quarter over quarter), but still exceeding the benchmark range

IMPRESSIONS: 2,007,137 CLICKS: 3,978 CTR: 0.20% CTR BENCHMARK RANGE: 0.09% - 0.17%

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IMPRESSIONS: 14,024,893 CLICKS: 181,714 CTR: 1.30% CTR BENCHMARK RANGE: 0.57% - 0.98% Juwai continues to reach an engaged audience, driving 39% of the total Q4 clicks (this includes click to translate)

IMPRESSIONS: 5,439,510 CLICKS: 60,126 CTR: 1.11% CTR BENCHMARK RANGE: 0.82% - 1.38% The Homepage Hero drove a high CTR of 4.08% After Mansion Global redesigned their site in August, CTR was stable at 1.1% since Q3. (Q3: 1.08%; Q4: 1.11%)

IMPRESSIONS: 42,225,911 CLICKS: 31,847 CTR: 0.08% CTR BENCHMARK RANGE: 0.04% - 0.14%

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IMPRESSIONS: 12,613,085 CLICKS: 22,278 CTR: 0.18% CTR BENCHMARK RANGE: 0.13% - 0.33% There was a 30% decrease in CTR, which was mainly due to the Real Estate Slideshow interstitial changing into a new format Find a Home Video Module drove a further higher CTR of 19.63% (31% increase from Q3) and delivered 43,599 impressions

The Viewpoint Series

OCTOBER

NOVEMBER

The Ranch themed post has delivered a 2:28 session time (510 seconds longer than last year)

The Holiday themed post has delivered a 2:01- 2:20 session time beating the higher band of benchmark of 2 mins

The Ranch post continued delivering a very high CTR through social promotions (5.98%). 725 social actions were taken and there were 9,867 link clicks

We are seeing a better scroll depth than Ranch theme in October (39% vs 27%) The Holiday post also delivered a very high CTR through social promotions (5.57% - 5.61%). Combined Nov and Dec, 54K social actions were taken and there were 16K link clicks

The Paid Post series continues to attract strong engagement once viewers are actually on the post. We are working with the NYT to understand how we can drive scroll depth in 2019.

IMPRESSIONS: 3,722,656 CLICKS: 3,834 CTR: 0.10% CTR BENCHMARK RANGE: 0.08% - 0.14% PropGo saw a 9% decrease in impressions delivered and 29% decrease in CTR Q4 vs Q3 (could be due to negative holiday effect)

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Through 12/31, the Sotheby’s International Realty “Live Iconic” custom experience ended its flight at over 201% of its Page View Goal of 29,363, garnering a total of 59,239 page views, of which 55,730 were unique page views Average time spent with the program increased in November at 64.29 seconds - 1.5x benchmark The average active page dwell time for the month of November was the highest it has been to date In Q4, the traffic drivers garnered an overall CTR of 0.25 0.30%, nearly 3-4x the WSJDN benchmark CTR of 0.08%

Global Property Search Ads in Q4: OVER

1M

GLOBAL PROPERTY SEARCH

IMPRESSIONS CLICKS: 21,291 CTR: 1.68% CTR BENCHMARK: 0.51% -1.64% The Global Property Search Ad continues to surpass all standard banner clickthrough rates The geo-targeted Global Property Search Ad runs across multiple media partners including, Architectural Digest, Dwell, Financial Times, Mansion Global, Nikkei, and Vanity Fair

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OVER

194k

CURRENT CHANNEL SUBSCRIBERS 8,322,988 watch time (minutes) 5,117,988 views 88253 video likes 33,455 videos were shared 119,374,494 lifetime channel watch time

TOP 3 YOUTUBE VIDEOS OF Q3 2018:

1

TIMELESS AND MAGNIFICENT ESTATE IN ONTARIO, CANADA 304,955 watch time

2

THE HOUSE THAT SHAQ BUILT IN WINDERMERE, FLORIDA 299,348 watch time

3

PRIVATE COUNTRY ESTATE IN WEST LINN, OREGON 214,134 watch time

Top 3 Posts

VIEW OVER

23k

FOLLOWERS TO DATE

VIEW VIEW

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89k

LIKES TO DATE

1,118,782 IMPRESSIONS IN Q4 2018

VIEW

TOP

FIVE FB POSTS Q4 (pictured from left to right)

1. St, Helena, California

VIEW

VIEW

VIEW

VIEW

2. Roundwood, Leinster, Ireland 3. Boise, Idaho 4. CMO Next 2018

5. Singapore

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TOP 3 POSTS

THE @SOTHEBYSREALTY INSTAGRAM ACCOUNT NOW HAS OVER

186k FOLLOWERS

VIEW Follow us on Instagram at @sothebysrealty

VIEW

VIEW

sothebysrealty.com VISITS: 7,023,650 PAGE VIEWS 29,476,543 TOP 5 TRAFFIC DRIVING COUNTRIES: US, INDIA, CANADA, UK, ALGERIA TOP 5 TRAFFIC DRIVING CITIES OUTSIDE THE US: LONDON, LAGOS, INDORE, JAIPUR, HYDERABAD TOP 5 REFERRING SOURCES: GOOGLE, BING, FACEBOOK, YAHOO, BRAND BANNERS

SEM

Search Engine Marketing Our paid search campaigns received over 369 million impressions in Q4 2018 Our campaigns have received over 3.71 million clicks to SothebysRealty.com These efforts have resulted in 28.4 thousand conversions this quarter

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TOP BLOG POST OF THE QUARTER

1.32M VIEWS TO DATE

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GLOSSARY OF TERMS

IMPRESSION The number of times an ad is displayed on a search engine like Google. Or in online advertising, how many times an ad is displayed.

CLICK The action a user takes to click on your ad online or after they’ve typed in a search term.

CLICK-THROUGH RATE (CTR) The number of clicks an ad receives divided by the number of times your ad is shown (impressions.)

RUN-OF-SITE (ROS) An advertising buying option in which ad placements could appear on any pages of a targeted site.

CONVERSIONS These begin with a user clicking on one of our online ads, then being transferred to sothebysrealty.com.

From there, they either fill out the email form or click through to the broker’s website.

This stat report, as well as all archived reports are located on ACCESS: https://access.sir.com/ 11

NOTE: This document is for internal purposes only and should not be shared with anyone outside of the Sotheby's International Realty Network.