MARKETING YOUR HOME 290 N. Washington Drive Saint Armand's ~ John Ringling Estates
CUSTOMIZED MARKETING PLAN 1
MARKETING DEVELOPMENT PERIOD • Staging Consultation • Professional Photography with Twilight and Virtual Tour • Professional 4-Page Property Brochure • Inclusion in PSIR Week In Review
2
PRINT ADVERTISING Local • Sarasota Herald Tribune* – Sunday Open House Advertisement • The Observer Papers* – Longboat Key, East County, Sarasota, and Pelican Press (based on rotation)
• Venice Gondolier Sun* – Venice area only National & International • Sotheby’s International Realty Reside, or Sotheby’s At Auction, or Wall Street Journal — Based on Publication Availability
3
ONLINE & ELECTRONIC ADVERTISING • Sotheby’s International Realty eGallery
• Realtor.com
• Email Newsletter Marketing
• HeraldTribune.com
• PremierSothebysRealty.com
• RealEstate.Yahoo.com
• WSJ.com
• HomeFinder.com
• NYTimes.com
• AOLRealEstate.com
• Homes.com
• Trulia
• CountryLife.uk.com
• Zillow
• PropGoLuxury.com
• All Other IDX Enabled Local
• OpenHouse.com • Telegraph.co.uk
4
• TheWashingtonPost.com
ADDITIONAL MARKETING • Pulse Reporting System • Broadcast Email to Top Associates
Real Estate Websites
ONLINE | MARKETING
PHOTOGRAPHY FEATURES SUPERIOR TECHNOLOGY WORTHY OF YOUR HOME
Over 84% of homebuyers ranked photography as the most important feature on a real estate Web site. The hallmark of our success to market your home is our ability to create an extraordinary real estate Web site experience. Your home will be featured on sothebysrealty.com utilizing the highest quality photography and online technology available today. sothebysrealty.com offers an immersive photography slideshow allowing homebuyers to zoom in on ornate details or expand to full screen on 20 high resolution photographs.
PRINT | MARKETING
PROPERTY BROCHURE UNRIVALED ACCESS TO QUALIFIED PEOPLE
We understand the unique value of your home and will develop a marketing plan that will provide the attention and exposure it deserves. One of our first initiatives will be to create a compelling marketing brochure. By combining professional photography and attention-getting narrative details, your home’s brochure will act as an essential tool in attracting qualified buyers locally, nationally and globally. Our distinctive marketing process provides advantages for our clients that cannot be duplicated.
BRAND | NETWORK
WORLDWIDE PRESENCE THE NETWORK’S STRENGTH
The Sotheby’s International Realty brand was established to connect the finest real estate companies to the most prestigious clientele in the world. Today, our network boasts more than 12,000 sales associates located in over 500 offices in 45 countries and territories, sharing many thousand referrals around the world.
PRINT | MARKETING
GLOBAL DISTRIBUTION EXCLUSIVE GLOBAL MARKETING
Many marketing brochures will participate in our exclusive Global Distribution Program where copies will be distributed to hundreds of offices within our real estate network, as well as Auction House locations globally. No other real estate company has the ability to provide this exposure which means your home will be viewed by potential buyers not only within this market but around the world.
ONLINE | MARKETING
ONLINE LISTING DISTRIBUTION DEFINED DISTRIBUTION. EXTENDED EXPOSURE. REAL RESULTS.
With nine out of ten buyers beginning their real estate search online* the plan to sell your home must utilize proper Internet exposure. Our approach includes Web sites far beyond sothebysrealty.com and premiersothebysrealty.com in an effort to target buyers on the Web. Specifically, we employ ListHub to power the distribution of listings our network represents to all of the leading Web sites where consumers search for real estate. ListHub also provides comprehensive marketing reports that detail the traffic generated for your home on each of these Web sites, including sothebysrealty.com. *National Association of Realtors速 Profile of Home Buyers & Sellers
ONLINE | MARKETING
SOCIAL MEDIA N av igating t h e w o rl d o f s o c ial me d ia to exp o se yo ur h o me
At Premier Sotheby’s International RealtyŽ, we use social media as a power ful marketing vehicle to connect your home to our global community of real estate inf luencers, creating meaningful conversations and emotional connections among discerning audiences. Prospective buyers gather a wealth of real-time information on these networking sites, which is why we place great effor t into gaining presence within unique personal and professional communication tools. Explore all that we have to offer with: Like: @ PremierSIR
Tweet: @ PremierSIR
Pin: @ PremierSIR
Watch: @ SothebysRealty
DYNAMIC | MARKETING
SIR MOBILE REACHING HOMEBUYERS THAT USE MOBILE DEVICES
It is estimated that by 2012, 20% of all online searches will be run from a mobile device. SIR Mobile is a free downloadable app and is leading the charge of this growing mobile marketplace by helping consumers view properties based on GPS location, address, city or zip code. The application displays detailed property information and is available on the iPhone, Android, Blackberry and Palm, as well as feature phones. When a user is ready to see a property, the “Call” feature connects them with one of our sales associates ready to show your home.
ONLINE | MARKETING
SOTHEBYSREALTY.com A DESTINATION FOR THOSE WHO SEEK UNIQUE PROPERTIES
Averaging 400,000 visitors and 4,000,000 page views per month, sothebysrealty.com features the most advanced and versatile search options available. Allowing consumers to define and refine how they want to search and returning results fast, sothebysrealty.com is accessed by visitors from all over the world—with over 33% coming from countries other than the United States. By providing advanced functionality that serve a global audience, sothebysrealty.com is a destination for those who seek unique properties from anywhere in the world‌a destination that your home is deserving of.
ONLINE | MARKETING
PREMIERSOTHEBYSREALTY.COM REACHING “CONNOISSEURS OF LIFE”
With 90% of buyers using the internet to find a home they actually purchased*, it is essential that we employ a multi-channel digital marketing plan. Therefore your home will receive targeted local exposure on premiersothebysrealty.com that compliments the worldwide reach from sothebysrealty.com. Your home’s presence on premiersothebysrealty.com will be carefully designed to provide an exceptional showcase experience to buyers searching for properties not only by location but also by their desired lifestyle and unique amenities. *National Association of Realtors ®
Each office is independently owned and operated.
P R I N T | A D V E RT I S I N G
FLAGSHIP PERIODICALS an impressi v e presentati o n o f o ur listings
Premier Sotheby’s International Realty produces two flagship periodicals. FOLIO —The Gulf Coast Guide is the annual company magazine that includes all of the firm’s active listings. COLLECTION is the firm’s annual ultra-luxur y magazine of proper ties listed at $2 million or more. The publications are widely distributed through Naples Daily News, Gulfshore Life, The Wall Street Journal and our highly-trafficked retail office locations throughout Florida and the Carolinas.
DY N A M I C | M A R K E T I N G
Naples, Florida, United States $11,495,000 USD | premiersir.com
eGALLERY W O R L D - C L A S S I N N OVAT I O N
eGaller y is a real time, dynamic proper ty slideshow designed to provide immediate wor ldwide reach for your home. Exclusively presented on plasma screen televisions in Sotheby’s International Realty offices and Sotheby’s Auction House locations around the wor ld, eGaller y’s wor ld-class innovation allows us to uniquely showcase your proper ty like no other company can.
PRINT | ADVERTISING
INTERNATIONAL HERALD TRIBUNE THE GLOBAL EDITION OF THE NEW YORK TIMES
Circulation: 242,073 Ĺ? #XGTCIG +PEQOG $286,743
The International Herald Tribune is the international voice of The New York Times and its authoritative journalism reaches 180 countries. The IHT is written for people who know that global events and trends affect their work and their lives. Our partnership with this key daily newspaper goes beyond just the pages we advertise in. We also participate at some of the most prestigious events around the world where our wrap is placed around thousands of copies of this newspaper. Unequivocally, the IHT helps your home reach the world.
PRINT | ADVERTISING
THE NEW YORK TIMES DELIVERING HIGHLY LOYAL AND ENGAGED INFLUENCERS
Circulation: 1,500,000 Ő #XGTCIG *QWUGJQNF +PEQOG $109,304
The New York Times targets the most influential and loyal readers in New York and the nation. Our brand and the homes within our network receive unparalleled recognition and national circulation reaching the most inquisitive minds through the pages of their dedicated luxury real estate section aptly entitled, “Luxury Homes & Estates.” This portion of the magazine showcases luxury properties of all types – from the country’s most exquisite homes to lavish vacation getaways and contemporary masterpieces making this a perfect vehicle to market your home.
PRINT | ADVERTISING
THE WALL STREET JOURNAL HELPING READERS UNDERSTAND THE WORLD
Circulation: 1,878,927 Ő #XGTCIG +PEQOG $315,548
The Wall Street Journal successfully reaches global wealthy individuals seeking to buy or sell exceptional properties of worth. The Journal connects your home to the world’s most affluent buying audience by offering: global reach, geographic flexibility and unique showcasing on wsj.com.
PRINT | ADVERTISING
THE GLOBE & MAIL CONNECTING WITH CANADA’S MOST SOUGHT-AFTER AUDIENCE IN BOTH PRINT AND ONLINE
Circulation: 900,000 Ő #XGTCIG +PEQOG $100,000+
With over 6 national Canadian newspaper awards, The Globe & Mail is Canada’s leading news source, connecting the Sotheby’s International Realty ® network to Canada’s most influential readers. Your home will be featured on a full color ad in The Globe & Mail, which reaches more high level executives than any other Canadian newspaper. In addition, traffic driving Web banners leading to sothebysrealty.com are featured on theglobeandmail.com, providing even more valuable exposure for your home to this desirable market.
P R I N T | A D V E RT I S I N G
RESIDE
®
A N awar d - winning C E L E B R AT I O N O F HO M E , A RT A N D L I V I N G
Access to many of the world’s wealthiest clientele is available to you through the pages of Reside magazine, an exclusive, award-winning publication of the Sotheby’s International Realty networ k. Each issue includes The Galler y, a proper ty section designed to showcase your home to an audience of over 140,000 wealthy and accomplished reader s. Reside is also distributed with Preview magazine, allowing us to reach the coveted Sotheby’s Auction House client base. In 2013, Reside was chosen from among more than 4,000 entrants to receive the coveted Hermes Platinum Award in recognition of outstanding design and editorial creative excellence. The Hermes Creative Awards are an international competition judged by the Association of Mar keting and Communications Professionals.
PROPERTY | PRICING
ACHIEVING THE HIGHEST SELLING PRICE
There are many factors, including market research, to assist in determining opinion of value. Our comparative market analysis considers a variety of metrics including both recent transfers, active listings, as well as economic housing market conditions.
Ultimately the selling price will be determined not only by comparable properties but how buyers view your property to establish its “worth.� In the auction world, the highest price for a painting will be achieved by all prospects in a position to both afford and appreciate the painting. In auctions, the consignor may set a reserve. If the highest bid is less than the reserve, the painting will go unsold. This is not unlike a real estate property for sale.
In contrast to a painting, however real estate is location specific. Your property value is closely tied to the history of prices in your same community and region.
Market Share Trends Total Dollar Volume – 6 County Area; Collier, Hillsborough, Lee, Manatee, Pinellas, Sarasota Total Sold (List plus Sell); January 1, 2014 through March 31, 2014; Priced at $3,000,000+
List
Sell
160 150 140
18.64%
130
16.10%
120
$ in Millions
110 100 90 80 70 60
7.01%
50 40
4.36%
30
3.63%
20
1.05%
10 0 Premier Sotheby’s International Realty
John R. Wood Properties
Michael Saunders
Coldwell Banker Residential
Downing Frye Realty Inc.
Royal Shell
©MMXIV Premier Sotheby’s International Realty, licensed real estate broker. Each office is independently owned and operated. Premier Sotheby’s International Realty is a holding of The Lutgert Companies. Sotheby’s International Realty® is a licensed trademark to Sotheby’s International Realty Affiliates LLC. Equal Housing Opportunity. *Source: Terradatum. Sales volume by firm of residential homes, condominiums and vacant land that closed for $3,000,000 or more and recorded in Southwest Florida MLS. Market share percentages based upon total dollar volume from January 1, 2014 through March 31, 2014. Information derived from Southwest Florida’s Multiple Listing Service. Neither Southwest Florida nor its MLS guarantee or are in any way responsible for its accuracy. Data maintained by Southwest Florida or its MLS may not reflect all real estate activity in this area.
Local expertise. Global exposure.