PSIR Agent Playbook by Pacific Sotheby's International Realty

AG E N T

P L AY B OO K Re s o u r c e G u i d e

Pacific Sotheby’s International Realty Agent Playbook & Resource Guide The information contained herein is the property of Pacific Sotheby’s International Realty (“PSIR”), and is distributed for the sole and exclusive use of PSIR and its agents. Nothing contained herein shall be altered, changed or otherwise edited. The programs contained herein may not be available for every property and agents should verify with Management of PSIR with respect to the applicability and/or cost, if any, for each specific property. Sotheby’s International Realty and the Sotheby’s International Realty logo are registered (or unregistered) service marks used with permission. Sotheby’s International Realty Affiliates LLC fully supports the principles of the Fair Housing Act and the Equal Opportunity Act. Each Office Is Independently Owned And Operated. DRE# 01767484

TA BL E OF CO NTENTS

Brand

Network

Exposure

5 - BRAND HERITAGE

12 - GLOBAL REFERRAL NETWORK

14 - GLOBAL LISTING SYNDICATION

6 - AN ICONIC GLOBAL BRAND

15 - GATEWAY TO

7 - SOTHEBY'S AUCTION HOUSE

16 - SOTHEBYSREALTY.COM

8 - BRAND STANDARDS

17 - AGENT PROFILES

9 - SIGNAGE GUIDELINES

SOTHEBYSREALTY.COM

10 - NEW STORY

18 - MEDIA PARTNERSHIPS &

UNPARALLELED EXPOSURE

BRAND MARKETING 19 - EARNED MEDIA & EXPOSURE 20 - COOPERATIVE ADVERTISING PRINT & DIGITAL OPPORTUNITIES 21 - THE VOICE OF LUXURY REAL ESTATE

Marketing

Tools

27 - WEEKLY COMPANY

39 - PSIR GO

COMMUNICATIONS

40 - EMAIL MARKETING CAMPAIGNS

28 - MARKETING SERVICES PACKET

41 - DESIGN VAULT

29 - LISTING CONSULTATIONS

42 - XPRESSDOCS PRODUCT STUDIO

30 - LISTING CONSULTATION

43 - CURATED CLIENT

CLOUD CMA

APPRECIATION GIFTS

31 - CUSTOM MARKETING PLANS

44 - LEARNING PLATFORM

32 - HOME HISTORY BOOK

45 - REALSCOUT

33 - BRAND CONTENT FOR

46 - SOCIAL MEDIA ADVERTISING

SOCIAL MEDIA 34 - RELOCATION GUIDES

22 - LEADING IN LUXURY ON INMAN.COM 23 - TAKEOVERS 24 - SOCIAL MEDIA 25 - INNOVATIVE PROPERTY EXPOSURE

47 - LISTTRAC 48 - CUSTOMER RELATIONSHIP

35 - MARKET REPORT - GLOBAL

MANAGEMENT (CRM)

36 - MARKET REPORT - REGIONAL

49 - VIRTUAL STAGING

37 - MARKET REPORT - LOCAL

50 - HOME PREPARATION SERVICES

BRAND

BRAND HERITAGE

WHY IS THIS RELEVANT? Recognized worldwide, the prestige of the Sotheby’s brand is unparalleled. The acclaimed auction house, established in 1744 in London for collectors of art and other fine possessions, expanded to New York City in 1955. Sotheby’s International Realty inherited the iconic brand name, building on its legacy by delivering unrivaled real estate services.

HOW DO I USE IT? Sotheby’s speaks to the integrity, authenticity, and heritage of a remarkable brand. Competitors may have name recognition, but the Sotheby’s brand delivers intangible emotional appeal while offering sellers equity in a company built on excellence. The seller benefits from the Sotheby’s brand name as well as a reputation for service excellence.

WHERE DO I FIND IT? sothebysrealty.com > Scroll Down > Our Story > See Details

Who can help me with this? Contact marketing@pacificsir.com for ideas on how to integrate the Auction House information into your marketing strategy.

AN ICONIC GLOBAL BRAND

WHY IS THIS IMPORTANT?

1 ,0 0 0 + offices

Building on the centuries-long reputation of the preeminent auction house, the Sotheby’s International Realty brand is recognized globally. Our legacy of quality service and expertise is unmatched. Luxury is not about price. It’s about an experience. Affluent consumers rank Sotheby’s International Realty among the most desirable global brands. When a home is represented by the Sotheby’s International Realty brand, it is presented to a highly-qualified global clientele through exclusive channels and relationships. Our proprietary network of residential real estate brokerage companies are located in more than 81 countries and territories worldwide, making Sotheby’s International Realty a truly global brand.

countries & territories

26,0 0 0 + sales ass ociates

Who can help me with this? Contact relocation@pacificsir.com to learn more about connecting with the SIR network to increase your business.

HOW DO I PARTICIPATE? The Sotheby’s International Realty brand 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 networks of our sales associates. When traveling to other markets, reach out to the local offices to create your own network connections.

WHERE DO I FIND IT? sothebysrealty.com > Agents > Search Offices Globally

SOTHEBY’S AUCTION HOUSE

WHY IS THIS IMPORTANT? 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 this partnership by making the auction house a part of their ongoing marketing efforts.

HOW DO I USE IT?

Who can help me with this? Contact your Resource Coordinator (RC) with questions.

Sharing auction news, highlights, and upcoming events with your network is an easy and effective way to showcase your connection with the auction house. Consignment referrals, advertising opportunities in the auction house’s exclusive publications and newsletters, and access to tours of the current exhibitions are some of the additional programs available to you as part of the Sotheby’s International Realty® brand.

WHERE DO I FIND IT? access.sir.com > Menu > Marketing > Auction House > Sotheby’s Auction Collaboration

FOR AUCTION APPRAISALS SUSAN JANOWSKY Manager of Auction Relations 646.912.5991 Susan.Janowsky@sothebys.realty

BRAND STANDARDS

WHY IS THIS IMPORTANT? The Sotheby’s International Realty brand clientele has an expectation of what the brand represents, which is why our quality control team ensures the heritage and distinction of the Sotheby’s brand are maintained at every level. The team reviews sales associates’ online content and collateral materials to ensure they are within brand standards and meet the high expectations set by our clients.

HOW DO I USE THIS? The Sotheby’s International Realty style guide was created to ensure our properties and associates are consistently well received and stand apart from the other companies. According to research, buyers are attracted to luxury home listings with extraordinary photos and videos, and are marketed through clean, consistent materials that create an environment for clients to absorb the most relevant information easily. Communicating through distinctive, clear, and consistent marketing increases engagement opportunities for you and the clients you represent.

WHERE DO I FIND IT? psirgo.com > Links & Documents > Identity Standards Manual

Who can help me with this? All marketing collateral created by your Marketing Department are consistent with brand standards. Please contact your Resource Coordinator (RC) for assistance with marketing materials and brand compliance.

SIGNAGE GUIDELINES

WHY IS THIS IMPORTANT? The Sotheby’s International Realty brand places great emphasis on sign compliance around the world to ensure our brand marks are always within identity standards. To assist with compliance, we maintain relationships with partners in all regions who are approved to create individual agent or team signage in adherence to brand standards.

HOW DO I USE IT? Research proves that consumers want to work with recognized brands. A fractured brand image can confuse existing and prospective clients alike. Each region understands the individual needs of the associates based on market and geography. Every office is set up to accommodate associates with their sign needs and ordering process with the approved vendors.

WHERE DO I FIND IT? psirgo.com > Marketing > Signage

Where do I order & inquire? Contact your Resource Coordinator (RC) with any sign questions.

GIVING BACK NEW STORY

WHY IS THIS IMPORTANT? 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 donations towards transforming dangerous living environments into communities of safe, sustainable homes.

REAL ESTATE FOR SOCIAL GOOD OVER $1.1 MILLION DONATED 170 + HOMES BUILT To New Story & World Housing through the SIR network since 2016.

HOW DO I PARTICIPATE? You can sign-up to have a monthly donation go directly to New Story at a denomination of your choice. Assets are available in ActivePipe and Design Vault to share the news of your efforts. This is a fantastic avenue to engage your community while spreading the word about this notable cause.

WHERE DO I FIND IT? NEW STORY INFORMATION: access.sir.com > Menu > Services & Operations > New Story Partnership

Who can help me with this? Contact your Resource Coordinator (RC) to learn more about the program and discover the assets created for you to promote it.

NETWORK

GLOBAL REFERRAL NETWORK

WHY IS THIS IMPORTANT? The Sotheby’s International Realty brand has offices in the most significant markets in the world. These markets act as catalysts in generating sales traffic for one another. Our broker-to-broker referral network augments the deep personal networks between sales associates.

HOW DO I USE IT? Sellers benefit from the added opportunities to find buyers through the referral network as well as through Sotheby’s auction clientele. Connect with your peers, reach out to other Sotheby’s International Realty offices and sales associates in your feeder markets, participate in both global and local networking events, and work with your relocation team to ensure your referrals are properly entered, tracked, and managed.

WHERE DO I FIND IT? GLOBAL DIRECTORY: sothebysrealty.com > Agents > Offices

BRAND EVENTS: access.sir.com > Menu > Services & Operations > Events > Event Calendar

Who can help me with this? Contact the Relocation Department for ideas on how to incorporate this into your business. relocation@pacificsir.com

EXPOSURE

GLOBAL LISTING SYNDICATION

WHY IS THIS IMPORTANT? The exposure and worldwide reach of our listings is a critical differentiator from the rest of the industry. Our global property marketing partners include the most relevant and authoritative news, lifestyle, and financial media, as well as real estatecentric websites – carefully selected for their ability to drive the online consumer to your property listings. Associates and clients are able to define this valuable exposure initiative’s impact for each property through varied analytics and reporting tools.

VALUED EXPOSURE OF $6,900

HOW DO I USE THIS? While competitors and multiple listing services can send listings to a few distribution sites, the Sotheby’s International Realty brand sets the standard with the information, photography, property videos, and, when available, 3D and virtual reality videos we share with these sites. React to and adjust your marketing efforts and communication by utilizing the ListTrac property reporting suite.

WHERE DO I FIND IT? access.sir.com > Menu > Marketing > Advertising > Property Syndication

VIDEO

VIRTUAL REALITY

Who can help me with this? Contact your or Resource Coordinator (RC) to verify that your property listing is in syndication.

GATEWAY TO UNPARALLELED EXPOSURE PSIR GO - LISTINGS

WHY IS THIS RELEVANT? The gateway to the most relevant SIR brand benefits, PSIR GO is where the journey of your listings begins. Add new listings and expand on current listings in PSIR GO to activate SIR’s powerful syndication across the network’s premium media partners — ensuring high-quality exposure that is unmatched by competing companies.

HOW DO I USE IT? By providing more detailed property content, your listings are highly optimized throughout our robust syndication platform and receive better search results. The advantages of PSIR GO, go beyond listing exposure; the portal connects you to valuable information that can help identify trends in your business as well as provide insight on how your properties are performing.

WHERE CAN I FIND IT?

Who can help me with this?

psirgo.com > Listings

Contact your Resource Coordinator (RC) with any exposure opportunity questions through PSIR GO.

SOTHEBYSREALTY.COM

WHY IS THIS IMPORTANT? The core of our integrated global online marketing program, sothebysrealty.com, is designed to distinctly showcase our collection of extraordinary properties by creating an engaging experience for each property. Our enhanced editorial approach on sothebysrealty.com enables millions of viewers to immerse themselves in our collection of high-definition videography, high-resolution photography, and 3D virtual reality tours. This content-rich experience is more immersive and effective in driving prospective buyers to sothebysrealty.com and engaging them once they arrive.

» 48,171,953 visits in 2022 » 127% Increase in page views from 2021 to 2022 » 57% of Visits Outside the U.S. » 14 Languages » 55 Currencies

HOW DO I USE IT? Attracting more consumers than any other luxury real estate website, sothebysrealty.com offers language translation, conversions displayed in over 55 currencies, interactive content, as well as lifestyle and destination content and search capabilities.

WHERE DO I FIND IT?

Who can help me with this? Contact your Resource Coordinator (RC) for a complete version of the latest web statistics to include in your marketing initiatives.

sothebysrealty.com

AGENT PROFILES

WHY IS THIS IMPORTANT? The free agent profile pages on sothebysrealty.com and pacificsothebysrealty.com offer more opportunities to showcase individuality and expertise in your specific markets. With designated space for personalized content, you can now use this profile page as your personal website.

HOW DO I USE IT? Maintaining a robust online presence is crucial to driving new clients to your business. More significant content presented on your agent profile page creates a stronger differentiation from competitors. Adding current, professional, and relevant content creates an engaging profile to share with your personal and business networks.

Who can help me with this? Contact your Resource Coordinator (RC) to update your personal information, headshot, bio, and more.

WHERE DO I FIND IT? sothebysrealty.com pacificsothebysrealty.com/FIRSTNAMELASTNAME

MEDIA PARTNERSHIPS & BRAND MARKETING

WHY IS THIS IMPORTANT? Sotheby’s International Realty partners with leading media powerhouses to deliver content to discerning audiences worldwide. Our partners’ cutting-edge innovation, strategic positioning, and international impact enable the Sotheby’s International Realty brand to connect with global consumers successfully. Featuring high-quality, richlyillustrated, engaging content — along with extraordinary properties from our network — the SIR marketing content and targeted advertisements are delivered both in print and digitally across multiple platforms, inspiring our global clients and qualified home buyers.

HOW DO I USE IT? Branding is the emotional bond we create with our clientele. It is the value we bring and the promise we make that stands us apart from our perceived competitors. The Sotheby’s International Realty brand’s marketing strategy is a differentiator our competitors simply cannot replicate.

WHERE DO I FIND IT? TOOL KIT: access.sir.com > Menu > Marketing > 2023 Marketing Toolkit > Marketing Brochures > Global Media Campaign

Who can help me with this? Contact your Office Admnistrator (RC) as your first point of contact to understand the differences between syndicate websites and media partners.

EARNED MEDIA & EXPOSURE WHY IS THIS IMPORTANT? Sotheby’s International Realty network members have an array of exclusive, complimentary exposure opportunities for them and the properties they represent. High-profile, highly-visible placements on platforms such as sothebysrealty.com, editorial features with major media partners, YouTube, Inman, Social Media, and more are an essential part of PSIR’s robust marketing and media strategy.

HOW DO I PARTICIPATE? The more you take advantage of content opportunities on sothebysrealty.com to market the properties you represent, the greater the chance for additional high-profile exposure with our media partners.

WHERE DO I FIND IT? Check your Property Scorecard to confirm you have included all the content possible to give it the best chance of extra exposure.

Who can help me with this? Contact love@pacificsir. com to submit your property for exposure. Contact your Resource Coordinator (RC) for information about your Property Scorecard.

COOPERATIVE ADVERTISING PRINT & DIGITAL OPPORTUNITIES

WHERE DO I FIND IT? skyadgroup.com/sothebysrealty

Who can help me with this? Contact your Resource Coordinator (RC) as your first point of contact for print and digital opportunities.

WHY IS THIS IMPORTANT? Built on the esteem of the world’s most relevant media publications, Sotheby’s International Realty network members can select onetime or year-long opportunities that feature pre-negotiated, subsidized rates to provide properties with vast targeted exposure, enhance local marketing efforts, and drive traffic to individual and property websites.

HOW DO I USE IT? Leverage the power of the brand’s robust media participation to provide your clients and property listings with high-profile, high-visibility, targeted placement throughout the world’s most relevant and highly-trafficked digital and print advertising opportunities for favorable costs.

THE VOICE OF LUXURY REAL ESTATE PUBLIC RELATIONS

HOW DO I USE THIS? If you have a special property that could be a candidate for additional public relations exposure, be sure to let us know in a timely fashion.

Who can help me with this? Contact marketing@pacificsir.com to inquire about PR opportunities for significant listings and sales or for information about current placements to share.

WHY IS THIS RELEVANT? Sotheby’s International Realty is the most profiled real estate company in the press. This of course, is a huge advantage to you, your clients, listings, and sales. As a result of our PR team’s strong relationships with leading media outlets, we are able to generate greater exposure for your business. PR efforts not only showcase the remarkable properties we represent around the globe, which ultimately helps increase traffic to our website, the team is well-versed in industry trends and insight, presenting added exposure opportunities for you to illustrate your expertise and leadership in your respective market.

WHERE DO I FIND IT? access.sir.com > Menu > Marketing > Public Relations

LEADING IN LUXURY ON INMAN.COM WHY IS THIS IMPORTANT? The Sotheby’s International Realty brand presence on Inman’s influential platform is designed to highlight sales associates within our network who can share their expertise and offer guidance to an audience of their peers. Every Monday, Inman promotes these stories on its home page and shares the content in its daily newsletter and on Inman social media accounts.

HOW DO I USE IT? Sharing the Leading in Luxury articles with your contacts, including excerpts in your email marketing campaigns or on your social media profiles, are effective avenues to promote yourself as an industry expert. In addition, there are templates on Design Vault designed for social media to promote these articles.

Who can help me with this? Contact your Resource Coordinator (RC) for suggestions on how to find these articles and how to leverage them.

WHERE DO I FIND IT? inman.com > More > Leading in Luxury

TAKEOVERS

WHY IS THIS IMPORTANT? The Takeover Program, including the Los Angeles Times, The New York Times Takeover, and The Chicago Tribune, are impactful, full-color inserts exclusive to properties represented by Sotheby’s International Realty associates. These promote your properties in style with multi-page tabloid inserts devoted to Sotheby’s International Realty and delivered to high-net-worth neighborhoods in their respective cities.

HOW DO I USE IT? These exclusive opportunities to enhance your existing marketing strategy also put your listing in front of a highly affluent audience, with readers who are three times more likely to own a home valued at $2 million and above than the average adult in the market.

WHERE DO I FIND IT? BOOKING skyadgroup.com/sothebysrealty > Print Schedule AD CREATION psirgo.com > Marketing

Who can help me with this? Contact your Resource Coordinator (RC) for print and digital ad placement options or order directly in PSIR GO.

SOCIAL MEDIA

WHY IS THIS IMPORTANT? Sotheby’s International Realty utilizes online platforms to promote the brand to our vast community of real estate intenders and influencers around the globe. The brand creates exclusive content on multiple social media platforms, including Twitter, Instagram, Pinterest, LinkedIn, WeChat, our very own Extraordinary Living Blog, and Facebook, the top-referring source of traffic to sothebysrealty. com. Additionally, the Sotheby’s International Realty brand’s award-winning YouTube channel has more video views and subscribers than any other real estate brand.

HOW DO I USE IT? Social media is about connecting people and cultivating relationships. This is where prospective buyers gain real estate insights, which is why the brand places great effort into gaining a digital stronghold. Social media complements the brand’s overall online marketing strategy, driving consumers to sothebysrealty.com and providing more opportunities for our clients. Enhance your own social media presence by applying current brand content from social media in your own efforts.

WHERE DO I FIND IT? psirgo.com > Dashboard > Links & Documents > Social Media Assets

Who can help me with this? Contact your Resource Coordinator (RC) to locate the SIR & PSIR social media links and content for your socials.

INNOVATIVE PROPERTY EXPOSURE EGALLERY & APPLE TV

WHY IS THIS IMPORTANT? The Sotheby’s International Realty eGallery, via our Apple TV app, is a real-time, dynamic property slide show featuring high-definition property images and videos of current listings. Circulating on screens across the global network of SIR offices and available everywhere through the Apple TV app, homebuyers can explore our extraordinary property offerings, search by lifestyle and amenities, highlight preferred properties, and save recent queries.

HOW DO I USE IT? A unique benefit to your clients, the Apple TV app is an inventive way Sotheby’s International Realty distributes the properties our associates represent to a broad, global audience — presenting your listings like no other company. Eligible properties must be priced at $1.5 million plus.

WHERE DO I FIND IT? access.sir.com > Menu > Marketing > Apps > Apple TV

Who can help me with this? Contact your Resource Coordinator (RC) to learn about the property parameters for the eGallery or to confirm if your property qualifies for this unique exposure.

MARKETING 26

WEEKLY COMPANY COMMUNICATIONS WEEKLY EVENTS OFF-MARKET LISTINGS NEW CONTENT

Our three company communication strategy consists of 3 weekly emails that land in your inbox at 8AM on Monday, Tuesday, and Friday.

WEEKLY EVENTS A lineup of all global and local trainings, events, and meetings; digital and in person. OFF-MARKET LISTINGS Our brokerage exclusive-only listings. NEW CONTENT A roundup of all marketing pieces released that week by the Auction House, Sotheby’s International Realty, and us, with download and share options built in!

MARKETING SERVICES PACKET

THE STATEMENT Uniquely Defined. Historically Upheld.

HOW DO I USE IT?

WHY IS THIS IMPORTANT?

The Pacific Sotheby’s International Realty Marketing Services Packet is an integral part of the Ninja Selling Process, customized with your Client Endorsements, Agent Bio, and Launch Plan. The packet is couriered to your future clients’ home prior to your appointment, so they are fully versed in the value you bring when you step into the home.

The Pacific Sotheby’s International Realty Marketing Services Packet is a strategically created consultation tool including the value propositions you and the brand bring to the client to help you hold commission.

HOW DO I ACCESS & ORDER THIS? psirgo.com > Marketing > Marketing Services Packet

Who can help me with this? Contact your Resource Coordinator (RC) for assistance ordering and customizing pages.

LISTING CONSULTATION WHERE DO I FIND IT? ORDER PRINTS psirgo.com > Marketing > Listing Consultation ORDER CUSTOM VERSION psirgo.com > Marketing > Custom Listing Consultation VIEW DIGITAL psirgo.com > Links & Docs > Listing Consultation

WHAT IS INCLUDED? A thoughtful assemblage of Pacific Sotheby’s International Realty’s most relevant assets and how they benefit your clients and prospective sellers; the unrivaled, exclusive property exposure platform and opportunities afforded by SIR; local marketing initiatives; a collection of your finest accomplishments and sales achievements; comprehensively re-designed comparable data; and valuable market information — carefully created to accommodate three different formats. » 11x17 hard cover-bound book

Who can help me with this? Contact your Resource Coordinator (RC) for all ordering questions. Order all Listing Consultations on PSIR GO.

» 8.5x11 hard cover-bound book — vertical » 8.5x11 hard cover-bound book — horizontal » Pricing available on PSIR GO » Custom versions available

LISTING CONSULTATION CLOUD CMA A CAMPAIGN FOR YOUR PROPERTY

Sold Properties Analysis

Map Of All Listing

ANALYSIS

Sold Properties Analysis

Comparable Property Details

Listing

Original List Price

Address

Address, City

Difference 2.77% Orig List vs. Sold

Difference List2.77% vs. Sold

Sold

$2,927

Sold Price $12,230,000

DOM Sold

$ Per Sq. Ft. $2,927

2.77% 2.77%

1Sold

$2,927 $2,927

CLOSED | $12,230,000

Sold

Address

LIST: $11,900,000 | ORIGINAL: $11,900,000

Sold

Address

LISTING INFORMATION

Sold

Address

MLS#

STATUS

DOM

YEAR BUILT

LIST DATE

SOLD DATE

Sold

Address

19-1534

CLOSED

1900

5/2/19

Address 5/2/19

Sold

Address

AREA

BEDS

BATHS

LOT SIZE

SQ. FT.

$/SQ. FT. Address

CITY

1900

4,179

$2,927

Active

Address

Active

Address

Sold

Address

Sold

Address

Sold

Address

Sold

Address

Sold

Address

Address 791 Sand Point Rd

$9,725,000 $12,230,000

-0.26% 2.77%

78 Sold

$4,228 $2,927

Address 3055 Padaro Ln

$22,000,000 $11,900,000

$18,125,000 $12,230,000

-17.61% 2.77%

74 Sold

$2,706 $2,927

Address 1491 Edgecliff Ln

$19,995,000 $11,900,000

$18,950,000 $11,900,000

$17,888,000 $12,230,000

-10.54% 2.77%

-5.60% 2.77%

210 Sold

$2,927

3493 Padaro Ln

$7,595,000 $11,900,000

$5,300,000 $12,230,000

-30.22% 2.77%

140 Sold

$3,036 $2,927

3365 Padaro Ln

$19,950,000 $11,900,000

$18,950,000 $11,900,000

$17,200,000 $12,230,000

-13.78% 2.77%

-9.23% 2.77%

247 Sold

$3,578 $2,927

-8.49% 2.77%

344 Sold

Address 571 Sand Point Rd

$9,750,000 $11,900,000

$26,500,000 $11,900,000

$9,750,000 $11,900,000

2.77%

$ Per Sq. Ft.

$12,230,000 $12,230,000

REMARKS

DOM

Original List Price $11,900,000 List Price $11,900,000 $11,900,000 $11,900,000

2.77%

Difference List vs Sold

$11,900,000 $11,900,000

Listing

$12,230,000

Difference Orig. List vs Sold

Address Listing

Status

$11,900,000

Sold Price

Address 1631 Posilipo Ln

$11,900,000

List Price

$26,500,000 $11,900,000

$24,250,000 $12,230,000

-8.49% 2.77%

$2,927

Address 3443 Padaro Ln

$24,000,000 $11,900,000

$23,000,000 $12,230,000

-4.17% 2.77%

7Sold

$3,352 $2,927

3447 Padaro Ln SOLD AVERAGES

$15,000,000 $11,900,000

$15,350,000 $11,900,000

$15,050,000 $12,230,000

0.33% 2.77%

-1.95% 2.77%

35 Sold

$4,266 $2,927

$17,410,000

$17,221,667

$15,863,111

0.95%

-7.89%

126

$3,442

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SOLD AVERAGES

ADDITIONAL FEATURES

Comparative Market Analysis

/ Focusing on Your Property

WHY IS THIS IMPORTANT? Pacific Sotheby’s International Realty’s thoughtfully-designed collection of consultation materials are now available in vertical and horizontal orientations on Cloud CMA.

HOW DO I USE IT? Complete with customized covers and comparables pages with comprehensive designs — exclusive to Sotheby’s International Realty — this self-service tool is available to meet your immediate needs.

WHERE DO I FIND IT? psirgo.com > Marketing > Cloud CMA account

© MMXIX Sotheby's International Realty, Inc. All Rights Reserved. This material 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.

Comparative Market Analysis

/ Focusing on Your Property

Who can help me with this? Contact your Resource Coordinator (RC) to learn how to update your profile and account or to create an account for you.

CUSTOM MARKETING PLANS RESIDENTIAL OR COMMERCIAL

WHY IS THIS IMPORTANT?

DEVELOPMENT

Sotheby’s International Realty offers programs designed to service the specialized marketing needs of new developments and high-profile properties. With exclusive promotion on sothebysrealty.com, dedicated campaigns, events, and the marketing services of approved partners and affiliate companies, Sotheby’s International Realty connects the most qualified buyers to these unique property offerings.

RESIDENTIAL

HOW DO I USE IT? Whether preparing a formal presentation or creating a sales and marketing plan for new developments or a high-profile listing, the KEYSTONE and icon teams can create and coordinate campaigns and targeted strategies commensurate with the requirements of these complex property types.

Who can help me with this?

WHERE DO I FIND IT? skyadgroup.com/sothebysrealty/media_plans

Contact marketing@pacificsir.com to learn about the property parameters for each division and for custom marketing plans for icon & Keystone properties.

HOME HISTORY BOOK

WHY IS THIS IMPORTANT? The Home History book, a repository of critical property information elicited from the seller, is one of our most successful marketing tools. The book captures the homeowner's perspectives, photos, and captions that can be used to develop a compelling narrative for the property brochure as well as for sothebysrealty.com storytelling.

HOW DO I USE IT? Eliciting property information for advertising and marketing builds a strong bond between agent and seller. In addition, having the Home History book available at the residence for potential homebuyers to see helps bolster emotional appeal.

WHERE DO I FIND IT? PDF psirgo.com > Dashboard > Links & Documents > Home History Book ORDER COPIES access.sir.com > Apps & Tools > Xpressdocs > Brand Marketing & Services > Home History Book

Who can help me with this? Contact your Resource Coordinator (RC) with questions.

BRAND CONTENT FOR SOCIAL MEDIA WHY IS THIS IMPORTANT? Brand content provides 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 access to all the brand has to offer – and to add notes about your market expertise.

WHERE DO I FIND IT? BRAND CONTENT: psirgo.com > Links & Documents > Social Media Assets HASHTAGS: access.sir.com > Menu > Marketing > Social Media > Brand Hashtags SOCIAL MEDIA BEST PRACTICES: access.sir.com > Menu > Marketing > Social Media > Social Media Standards & Guidelines THE FRIDAY HAUL: Every Friday, Marketing releases The Friday HAUL to your email with all new content from that week.

HOW DO I USE IT? Using brand content can be as simple as re-posting the videos, images, or text into 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

Who can help me with this? Contact your Resource Coordinator (RC) for suggestions.

represent in your market.

RELOCATION GUIDES PACIFIC & COASTAL LIFE MAGAZINES

WHY IS THIS IMPORTANT?

YO U R GU ID E TO R E LO C ATIN G AN D L IVIN G IN O R AN GE CO U N T Y

Exclusively Yours | The Ultimate Guides to Relocating and Living throughout San Diego and Orange County that are free to PSIR agents. We love sharing local knowledge with current residents and those looking to live, work, play, and relocate to the cities, towns, and neighborhoods that we call home! YO U R GU ID E TO R E LO C ATIN G AN D L I VI NG I N SA N DI EG O CO U NT Y

B A S E

P U B L I C A T I O N

Pacific

P A C I F I C

L I F E

HOW DO I USE IT? We create marketing assets that go along with these magazines so you have content for print, email, social, blog, and more.

B A S E

P U B L I C A T I O N

Pacific

WHERE DO I FIND IT? MAGAZINES: Physical copies are available in each office for you. DIGITAL: pacificsothebysrealty.com > Services > Relocation & Referrals SOCIAL MEDIA ASSETS: psirgo.com > Links & Documents > Social Media Assets > LIFE Magazines

Who can help me with this? Contact your Resource Coordinator (RC) to help locate magazines or collateral.

GLOBAL LUXURY REPORT LUXURY OUTLOOK

WHY IS THIS IMPORTANT? An ambitious exploration into high-end residential markets across the globe. In this report, we follow the trends that are likely to shape the coming months across the world’s prime housing markets, from the resurgence of urban cities to the return of the international buyer.

HOW DO I USE IT? Our goal for this report is to position you as a trusted advisor among buyers, sellers, and other industry stakeholders and empower you with its critical insights to help you secure listings.

WHERE DO I FIND IT? MICRO WEBSITE sir.com > stories > Luxury Outlook 2023 MARKETING ASSETS psirgo.com > Links & Docs > Luxury Outlook 2023

Who can help me with this? Contact your Resource Coordinator (RC) with any login issues. Contact your Sales Director to see what path is right for you.

ACTIVEPIPE CAMPAIGN psirgo.com > Marketing Opportunities > ActivePipe Luxury Outlook

PRINT psirgo.com > Apps & Tools > DesignVault > Templates > Campaign > Luxury Outlook 2023 > Custom 8.5x11

REGIONAL MARKET REPORT INSIDER INTEL

WHY IS THIS IMPORTANT? A monthly exploration of the OC and SD regional housing markets; from city by city sales data to inventory, inflation, mortgage rates and, other economic factors and trends. Insider Intel gives you the current pulse on the market to demonstrate that the strength of Southern California real estate is the fuel of the economy

Regional Market Insights O R A N GE CO U N T Y Each month we explore the regional housing markets of San Diego and Orange County; from city by city sales data to inventory, inflation, mortgage rates, and other economic factors and trends. Real estate is, by nature, local, and our markets may not be entirely reflective of national trends— especially since we benefit from the unique luxury price point we live in. We hope that this months report helps you to be more informed and make smart real estate decisions.

VIEW THE REPORT SCAN QR CODE

1,696

2,565

$952K

$949K

100.2%

$585

UNITS SOLD IN APRIL 2023

MEDIAN SALES PRICE

SALES TO LIST PRICE RATIO

UNITS SOLD IN APRIL 2022

MEDIAN LIST PRICE

MEDIAN PRICE PER SQUARE FOOT

$34M HIGHEST PRICE

HOW DO I USE IT? Insider Intel is comprised of three parts; live webinar by our Economic Analyst so you can LEARN IT, company email with a recap and full reports so you can KNOW IT, and marketing assets so you can USE IT. #SmartMarketing

AGENT NAME REALTOR® | DRE #0000000

000.000.0000 agentname@pacificsir.com website.com Information is obtained from the MLS and other sources, deemed reliable but not guaranteed from 5/22-5/23. © 2023 Pacific Sotheby’s International Realty DRE# 01767484. All rights reserved. The information set forth on this site 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. Pacific Sotheby’s International Realty fully supports the principles of the Fair Housing Act and the Equal Opportunity Act. Each franchise is independently owned and operated. Sotheby’s International Realty® and the Sotheby’s International Realty Logo are service marks licensed to Sotheby’s International Realty Affiliates LLC and used with its consent.

WHERE DO I FIND IT? LEARN IT > Insider Intel [LIVE] happens every third Tuesday of the month Register on psirgo.com > Upcoming Events

KNOW IT > Receive a recap email directly to your inbox with the full reports, webinar recording and links to all assets on the third Thursday of each month.

USE IT > psirgo.com > Links & Documents > Social Media Assets > Insider Intel. Email templates are available monthly in ActivePipe.

Who can help me with this? Contact your Resource Coordinator (RC) for suggestions on how to incorporate Insider Intel into your business.

LOCAL MARKET REPORTS IN FOCUS INTERACTIVE MARKET REPORTS WHY IS THIS IMPORTANT? Our comprehensive market reports cover 180+ communities and are a valuable resource designed to empower you with the latest data and trends shaping our local real estate markets and extending across the nation. This data is for Single Family Homes/Condos and includes: • In-depth analysis of market trends and changes over the past quarter in comparison to past years. • Insights into pricing dynamics, sales trends, and inventory levels. • Comparative data for various neighborhoods and property types. • Expert commentary on the current market conditions and future outlook. • Information to help you make informed decisions and provide exceptional service to your clients.

HOW DO I USE IT? The reports are interactive and not a downloadable PDF. 1. Website

4. Flyer

2. Email Template

5. Social Media Graphics

3. Postcard If you encounter any difficulties accessing the report, please don’t hesitate to reach out to our support team for assistance.

WHERE DO I FIND IT?

Who can help me with this? Contact your Resource Coordinator (RC) to learn more.

pacificsothebysrealty.com > Market Insights > IN Focus - Interactive Market Reports

TOOLS

PSIR GO START HERE, GO EVERYWHERE

WHY IS THIS IMPORTANT? PSIR GO is your centralized location for listing and transaction management, marketing, trainings, and events and documents. GO allows you to control your listings. Upload your 50 high-res photos, order them how you choose, and add additional fields exclusive to Sotheby’s International Realty. All updates made by you in the MLS are automatically updated in GO.

HOW DO I USE IT? All media uploaded is tied to the marketing side of GO for easy drag and drop capabilities into your marketing orders. Browse our marketing catalog, order services, and track order progress instantly. GO includes integrated task management to keep workflows moving. Approve designs right from your phone. Use GO for: » Marketing & Broker Documents using Links & Documents » Manage Listings » Enter Buyer Needs » Webinar Recordings & Company Calendar

Who can help me with this? Contact your Resource Coordinator (RC) for your log-in credentials and walk through of the platform.

» Access Apps & Tools » Ordering Marketing

WHERE DO I FIND IT? psirgo.com

EMAIL MARKETING CAMPAIGNS ACTIVEPIPE

WHY IS THIS IMPORTANT? ActivePipe is a company-provided email marketing solution that helps you deploy beautiful, professional, and mobile-responsive emails in minutes. The ActivePipe editor is integrated with PSIR GO for easy drag and drop property information. Utilize pre-created, branded email templates to promote properties, market statistics, events and more.

HOW DO I USE IT? Create digital marketing materials quickly and stay connected with your clients with templates that include on-brand messaging, social media links, and market news. You have the option of building your own or subscribing to auto-send campaigns that Pacific Sotheby’s International Realty sends on your behalf.

WHERE DO I FIND IT? SIGN UP psirgo.com > Marketing > ActivePipe Account

CAMPAIGNS psirgo.com > Marketing > ActivePipe Campaigns

Who can help me with this? For ActivePipe assistance reach out to your Resource Coordinator (RC) or email support@activepipe.com.

DESIGN VAULT

WHY IS THIS IMPORTANT? Design Vault is a complimentary design tool that allows you to create agencyquality 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 already match the brand campaign aesthetics, so all you have to do is personalize the item with your listing photos and your details. Easily share your graphics to social media with optimized integration. Once created, items can be uploaded for print directly into Xpressdocs.

WHERE DO I FIND IT? access.sir.com > Apps & Tools > Design Vault

Who can help me with this? Contact your Resource Coordinator (RC) to train you on using Design Vault or create items for you.

FINE ART IMAGES access.sir.com > Menu > Design Vault > Images > Shared with Me

XPRESSDOCS PRODUCT STUDIO

WHY IS THIS IMPORTANT?

OUR UNIQUE AD

EXCLUSIVE PRE-MARKE IMMERSIVE ME CUTTING EDGE TEC SOPHISTICATED PROPERTY MAR FULL SERVICE IN-HOUSE MARKE POWERFUL SOCIAL MEDIA MAR

Access all the exclusive marketing tools, products, and property marketing materials through Xpressdocs — for the Sotheby’s International Realty brand. From property brochures and stationary to client closing gifts, Xpressdocs is the brand’s preferred print partner providing a multitude of collateral templates including custom designs and layouts exclusive to Pacific Sotheby’s International Realty agents — with specialized, pre-negotiated pricing.

HOW DO I USE IT? Utilizing the Xpressdocs Product Studio allows you to quickly order ready-made items like stationary as well as customizable brochures and postcards, with extremely rapid delivery and mailing turnaround. Ship your property brochure made in Xpressdocs to all the Sotheby’s International Realty offices nationally or worldwide using the Global Brochure Distribution Program.

WHERE DO I FIND IT? access.sir.com > Menu > Apps & Tools > Xpressdocs

Who can help me with this? Contact your Resource Coordinator (RC) to access your Xpressdocs account.

CURATED CLIENT APPRECIATION GIFTS WHY IS THIS IMPORTANT? A curated, customized selection of client gifts, at varied price points, is available from Xpressdocs' Product Studio and is offered to you, exclusively as a member of the Sotheby’s International Realty network at pre-negotiated, discounted rates. Choose from a noteworthy collection of creators and makers of fine goods.

WHERE DO I FIND IT? access.sir.com > Apps & Tools > Xpressdocs > Signature Gifts

Who can help me with this? Contact your Resource Coordinator (RC) for suggestions with curated client gifts.

LEARNING PLATFORM NEXT LEVEL

HOW DO I USE IT? The platform will enhance your learning experience at every stage with a wide array of courses easily categorized by type and content. The platform is highly interactive and allows you to directly access what you need, when you need it.

WHERE DO I FIND IT?

WHY IS THIS IMPORTANT? Next Level Learning Platform is a dynamic, interactive, and digitally driven learning platform aimed at enhancing and boosting the brand’s learning and training offerings.

Who can help me with this?

access.sir.com > Apps & Tools > Next Level

Contact your Resource Coordinator (RC) with any login issues. Contact your Sales Director to see what path is right for you.

REALSCOUT

WHY IS THIS IMPORTANT? RealScout is a property search tool that allows you to collaborate with your clients in real-time, set up searches on their behalf, and provide buyer market insights.

HOW DO I USE IT? RealScout can be accessed at realscout.com and has both a client and agent mobile app where clients can create, view, and save searches while in the agent app, you can add new clients, view your client’s activity, and save searches to your client’s profile.

WHERE DO I FIND IT? Psirgo.com > Apps & Tools > RealScout

Who can help me with this? Contact your Resource Coordinator (RC) for assistance getting logged in.

SOCIAL MEDIA ADVERTISING PROMOTE

WHY IS THIS IMPORTANT? Effectively connect your property listings with targeted demographics — everywhere they visit online. PROMOTE: Exclusive to Pacific Sotheby’s International

Realty, this digital advertising platform disseminates advertisements (including property videos) across Google’s vast display ad network — as well as YouTube, Facebook, and Instagram. Campaigns are generated automatically and targeted by Promote’s proprietary artificial intelligence (AI).

HOW DO I USE THIS? Accelerate and extend your property listing’s reach and provide your clientele with in-depth analytics and reporting for each campaign. Not only will your property listing be viewed by more individuals — but by those who are actually more likely to purchase it.

Who can help me with this? Contact your Resource Coordinator (RC) for assistance. PROMOTE promotehelp@pacificsir.com

WHERE DO I FIND IT? PROMOTE: access.sir.com > Menu > Apps & Tools > Promote

PROPERTY LISTING ANALYTICS LISTTRAC

ONLINE ACTIVITY REPORT FOR 6809 Alydar Corte Property Address $7,850,000 $7,850,000 6 Bedrooms ||99Bathrooms 6 Bedrooms Bathrooms

ListTrac is an important reporting tool designed to enhance your communication strategy with your clients. Powerful data reports can be tailored and generated through this portal to detail the online traffic your property listings receive through the Sotheby’s International Realty exposure network and website syndication.

22,417 property views 5 inquiries 3 share(s) 48 favorite(s) Top 10 Websites

Top 10 Cities Property Views

Inquiries

City

Property Views

Zillow

13,497

San Diego, CA

312

luxuryestate.com

3,581

Los Angeles, CA

SothebysRealty.com

3,291

Moscow, Russia

Trulia

609

Anaheim, CA

JamesEdition

476

SIR Sites

219

Santee, CA

Homesnap

210

Brooklyn, NY

Heritage House SIR

Paris, France

Summit SIR

Palmdale, CA

Mexico City, Mexico

22,059

Chula Vista, CA

Website

Sierra SIR

Total

WHY IS THIS IMPORTANT?

Presented by your your real realestate estateprofessional Presented by

Vivian Lee Ford Agent Name Pacific Sotheby's International Realty Pacific Sotheby's International Realty

Each Office is Individually Owned and Operated

HOW DO I USE IT? Generating property reports through ListTrac allows you to respond to your current marketing plan with a strategy based on the current and ongoing activity surrounding your property listings. Sellers benefit from ongoing market analytics, which keeps them informed of their properties’ online performance, locally and globally. Your MC will set up a weekly report to be emailed to you with every new listing.

Who can help me with this? Contact your Resource Coordinator (RC) for information on how to create a ListTrac report.

WHERE DO I FIND IT? access.sir.com > Menu > Apps & Tools > Listtrac

CUSTOMER RELATIONSHIP MANAGEMENT (CRM) CLOZE

WHY IS THIS IMPORTANT? Cloze provides a CRM platform that automatically keeps track of your email, phone calls, meetings, documents, Evernote, LinkedIn, Facebook, Twitter, and more, from dozens of other services. Cloze’s learning algorithm knows who is important to you and automatically prompts you when it is time 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 it's features from your phone. Everything you can do on mobile you can 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.

WHERE DO I FIND IT? LEARN MORE ABOUT CLOZE: access.sir.com > Menu > Marketing > Cloze SIGN UP FOR CLOZE: access.sir.com > Menu > Apps & Tools > Cloze

Who can help me with this? Contact your Resource Coordinator (RC) for assistance with Cloze registration and implementation.

VIRTUAL STAGING roOomy

WHY IS THIS IMPORTANT? Virtual staging allows agents to add furniture, rugs, and even paint to photos of a home. Agents can then post the photos online with a home’s listing. The goal of virtual home staging is to help potential buyers visualize the potential of a room and make the home look more appealing.

HOW DO I USE IT? Submit Listing Images & Select Design Styles Select styles for your listings and our interior designers get to work, customizing each virtual staging per your target market’s needs.

Review & Approve Your Virtual Stagings Our staging team will submit proofs to you for review, adjustments, and approval in approximately 2-3 business days. Once approved, proofs are converted into highresolution, photorealistic premium renderings.

Incorporate in Your Listings Quickly upload your high-resolution premium renderings on your listing page, and take advantage of our additional visualization capabilities through our design apps, and 3D web viewer that can be embedded on your site.

WHERE DO I FIND IT?

Who can help me with this? Contact your Resource Coordinator (RC) for information.

access.sir.com > Search > roOomy

HOME PREPARATION SERVICES WHITE GLOVE

WHY IS THIS IMPORTANT? The Sotheby’s International Realty White Glove program is designed to provide luxurious and comprehensive home preparation services with professional project management and no upfront costs.

HOW DO I USE THIS? White Glove offers your client value at every stage of the home selling or buying process with an exclusive suite of seamless home preparation services, Sotheby’s, and Sotheby’s Home. These services include professional staging and design, high-impact upgrades, landscaping, packing and moving, and temporary housing, plus strategic home renovations, valuation services, and furniture consignment.

WHERE DO I FIND IT? psirgo.com > Apps & Tools > White Glove

Who can help me with this? Learn more in our White Glove FAQ Guide > psirgo.com > Links & Documents > White Glove FAQ Agent Guide Contact your Resource Coordinator (RC) to discuss the White Glove program and how it can benefit your clients.

Nothing Compares to What's Next

Embrace the E x t r a o rd i n a r y.

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