SOTHEBY’S: A GLOBAL BRAND
– 6 –
THE HISTORY Originally British and now headquartered in New York City, Sotheby’s is a pioneering business that offers the world’s most discerning clientele the opportunity to sell or acquire the rarest, most exceptional treasures. With over 90 Sotheby’s offices and 880 Sotheby’s International Realty offices, the brand is widely considered one of the most interconnected, truly global networks in the world and is able to provide unmatched, white-glove service. The Sotheby’s brands form an unwavering alliance, jointly committed as one of the most storied names in business.
SOTHEBY’S BRANDS
SOTHEBY’S AUCTION HOUSE
SOTHEBY’S INTERNATIONAL REALTY
SOTHEBY’S DIAMONDS
SOTHEBY’S INSTITUTE OF ART
SOTHEBY’S WINE
RM SOTHEBY’S (CLASSIC CAR AUCTIONS)
1955 Jaguar D-Type, sold for US$21,700,000 at RM Sotheby’s Auction in 2016
SOTHEBY’S AUCTION HOUSE
THE LARGEST ART BUSINESS IN THE WORLD Sotheby’s maintains auction houses throughout North America, Europe, Asia and Australia. It has an annual turnover in excess of $6 billion, making it the largest art business in the world. In turn, Sotheby’s International Realty has many exclusive and unsurpassed opportunities to market the extraordinary residences represented by our network to auction house clients through print and interactive advertising. Our exclusive event sponsorship opportunities also lead to superb listing exposure.
15+
PRODUCING OVER
AUCTION HOUSES
$6B IN ANNUAL SALES
FEATURED RECORD-BREAKER World Auction Record: Blue Moon Diamond $48.5 Million at Sotheby’s, Geneva
IS THE OLDEST COMPANY IN THE NEW YORK STOCK EXCHANGE (NYSE)
TICKER SYMBOL
BID
12.03 carats Fancy Vivid Blue Internally Flawless
Actual Size
NOTEWORTHY CLIENTELE
71 of Forbes 100 World’s Wealthiest People
253 of Forbes 400 Wealthiest Americans
12 of Forbes 400 50 Under 40 List
86 of Forbes Top 500 CEOs
78 of Forbes 100 Wealthiest Americans
Alberto Giacometti’s Chariot (1951), sold for US$101 million at auction
60 of Worth Magazine’s Benefactor 100 List
SOTHEBY’S INTERNATIONAL REALTY
THE NETWORK
A TRUE GLOBAL NETWORK Founded in 1976 to provide independent brokerages with a powerful marketing and referral program for luxury listings, the Sotheby’s International Realty network was designed to connect the finest independent real estate companies to the most prestigious clientele in the world. Sotheby’s International Realty Affiliates LLC is a subsidiary of Realogy Holdings Corp. (NYSE: RLGY), a global leader in real estate franchising and provider of real estate brokerage, relocation and settlement services.
20,000 associates 880 offices 70 countries and territories 14,000 annual referrals
Our brand’s referral program helps enhance revenue potential for both real estate and auction consignments by connecting our network members all around the world. From broker-to-broker to auction-to-broker to broker-toauction referrals, these opportunities are managed with extreme care to ensure impeccable, white-glove service.
WEB & SOCIAL MEDIA EXPOSURE Our clients benefit from property exposure on a carefully chosen list of top real estate and news websites worldwide. Our listings’ online exposure begins with sir.com, our corporate website, and cascades through our lifestyle-focused sites, to our global network of local websites (such as ONESothebysRealty.com) and onto our media partner websites. This strategy extends the exposure of extraordinary homes to extraordinary lives in all corners of the globe no matter if you click, tap or swipe.
SIR.COM
ANNUAL STATISTICS
22M
website visits
100M 45M 12min 55%
page views
property pages viewed
minutes per visit
international visits
LIFESTYLE WEBSITES Unique to Sotheby’s International Realty is the experience that comes with searching for a home based on an extraordinary lifestyle. We have developed a series of websites specifically with these inimitable lifestyles in mind, highlighting our properties as well as our unsurpassed expertise within each lifestyle category. Search among waterfront, golf, beach and many other extraordinary lifestyles to find your perfect fit.
KEY SOCIAL MEDIA STATISTICS SOTHEBY’S INTERNATIONAL REALTY FOLLOWERS*
TOTAL USERS*
1.86 BILLION
54,000
YOUTUBE
1 BILLION
YOUTUBE
63,000
GOOGLE+
600 MILLION
GOOGLE+
280,000
600 MILLION
90,000
450 MILLION
33,000
317 MILLION
19,000
150 MILLION
6,500
As of February, 2017
*
SOCIAL MEDIA BY THE NUMBERS: SOTHEBY’S INTERNATIONAL REALTY
•
50 million social impressions worldwide
•
300,000 visits to sothebysrealty.com via social referrers
•
Thousands of properties showcased
•
Extraordinary Property of the Day features one listing from sir.com on Facebook, Twitter, Google+ and Pinterest, generating thousands of additional views.
SIR.COM TRAFFIC COMPARISON: WEBSITE VISITS IN TOP LUXURY REAL ESTATE WEBSITES SIR.COM
LUXURYREALESTATE.COM LUXURYPORTFOLIO.COM
ENGELVOELKERS.COM
CHRISTIESREALESTATE.COM
KNIGHTFRANK.COM
Marketing affiliate of EWM
Global partner of Douglas Elliman
SAVILLS.COM
COMPASS.COM
ELLIMAN.COM
Global partner of Fortune Intl. Realty
2M
1.5M
1M
500K
JAN 16
FEB 16
MAR 16
APR 16
MAY 16
JUN 16
JUL 16
AUG 16
SEP 16
OCT 16
NOV 16
DEC 16
Data from SimilarWeb.com.
WORLD-CLASS PARTNERSHIPS In order to increase exposure for your home and ultimately uncover the right buyer, we have partnered with and distribute properties to the most significant media companies and real estate-focused websites in the world. To measure results, the Sotheby’s International Realty brand provides a property view report including view and inquiry statistics for each partner site a property is distributed to. Sotheby’s International Realty properties are viewed an astounding 190,000,000 times across all of our partner sites annually.
THE BRAND
THE PARTNERSHIP: KEY STRATEGIES
Since 1851, The New York Times has been dedicated to
•
Hero carousel dominance on “Find a Home” landing page
providing exceptional depth of quality news on a local,
•
Exclusive video block on “Find a Home” landing page
national and global level. Having won more Pulitzer Prizes
•
100% SOV in Real Estate section slideshow sponsorship
than any other newspaper, it has consistently set the bar
•
Property showcase on The High End (The Viewpoint)
that leading news brands aspire to.
•
Social content collaboration on Hello Society
THE BRAND
THE PARTNERSHIP: KEY STRATEGIES
Published by Dow Jones, one of the largest news-gathering
•
Featured property units in Europe and Asia sites
operations with nearly 2,000 journalists, The Wall Street
•
Video Plus connecting WSJ readers with SIR listings
Journal now spans twelve editions in nine languages. The
•
“Houseguest” custom video series, an industry first
Journal holds 35 Pulitzer Prizes for outstanding journalism
•
WSJ Real Estate Friday ownership (US, Europe, Asia)
and has a global readership of 3.6 million.
•
SIR Lifestyle Unit in the Real Estate section
THE BRAND
THE PARTNERSHIP: KEY STRATEGIES
Mansion Global is a luxury real estate website and app that
•
Listings over $1M featured in English, Spanish and Chinese
connects buyers with extraordinary properties. With original
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20% SOV in homepage carousel (doubling competitors)
content from News Corporation, Mansion Global provides
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Brand video library
insightful market data, in-depth analysis and relevant news
•
Homepage featured property showcase (10% SOV)
— all to empower the luxury buyer to make smart purchases.
•
Friday articles sponsorship
THE BRAND
THE PARTNERSHIP: KEY STRATEGY
Owned by REA Australia, Myfun is a property site hosted in
Friday Buyout: A new exposure initiative for 2017, our
China behind the great firewall to promote international
Myfun sponsorship will include a complete Friday buyout of
properties to Chinese buyers. It is syndicated to Chinese
the website. The Sotheby’s International Realty brand will
partner sites and focused mostly on Australian properties,
be the only advertiser on the Myfun website for 35 Fridays
property news and neighborhoods.
during the year, providing great exposure to Chinese buyers.
THE BRAND
THE PARTNERSHIP: KEY STRATEGY
The Times is an authoritative and trusted part of the UK’s
New for 2017, Sotheby’s International Realty will sponsor the
cultural heritage. A premium British brand recognized the
Friday Bricks & Mortar section. The Sotheby’s International
world over, it is also a highly-creative, multi-channel media
Realty brand will have 100% SOV of the prominent property
operation which has a long heritage of modernity, being
articles to ensure that it is top of mind for The Times readers.
first, breaking through and creating change.
Sponsorship will include 50 Fridays.
THE BRAND
THE PARTNERSHIP: KEY STRATEGIES
Architectural Digest is home to discerning audience of
•
100% SOV for four months in the Real Estate section
architects, designers and affluent design enthusiasts.
•
eNewsletter sponsorship (sent to 250,000 AD readers)
Through print/digital editions, social media and signature
•
Four sponsored posts on AD’s Instagram account
events, it provides an exclusive view into the world’s most
•
Four sponsored video stories on AD’s Instagram account
beautiful homes, inspiring millions of influential readers.
•
Brand-immersed content and slideshows
THE BRAND
THE PARTNERSHIP: KEY STRATEGIES
The Economic Times is India’s premier business daily and the
•
world’s second-most widely read English-language business newspaper, with a readership of over 800,000 (higher than
Homepage: Sotheby’s International Realty will execute a two-day homepage takeover with banner ads and skins.
•
Article Banners: For 60 days between March and April of
that of the competition combined and concentrated among
2017, our brand will run banner ads on the news, markets,
the top echelons of business and government).
and industry pages. SOV: Share of Voice
THE BRAND
THE PARTNERSHIP: KEY STRATEGIES
With an international point of view, Elle Decor has covered
•
Hero unit running across Hearst Design Group sites
stylemakers, trendsetting interiors, and must-have home
•
Deeply customized Property Galleries Destination
furnishings for 20 years. It is the interiors destination and
•
Hearst Luxury Group Promotion: Exclusively for Sotheby’s
guide to luxe living for those who truly believe great design
International Realty, Hearst will engage its sophisticated
is not an option – it is essential.
audience with SIR-branded banners.
THE BRAND
THE PARTNERSHIP: KEY STRATEGIES
The Financial Times (FT) is one of the world’s leading news
•
organizations, recognized globally for its authority, integrity
First real estate company to launch video properties and will hold exclusivity on video for three months
and accuracy. The FT provides a broad range of essential
•
The exclusive lifestyle search partner for 2017
services, including news, comment, data and analysis, to a
•
FT print edition: 18 co-branded property ads with a
growing audience of internationally minded professionals.
minimum of 6 full-page ads
THE BRAND
THE PARTNERSHIP: KEY STRATEGIES
For nearly a century, Forbes has been synonymous with
•
Homes: Sotheby’s International Realty will sponsor the
success, developing a unique relationship with the world’s
Homes section of Forbes.com for the entire month of
most affluent, influential and discerning individuals. Forbes
March with 100% share of voice.
offers not only the most trusted insights on business and
•
investigating, but an authentic voice in the luxury space.
Banners: During 2017, our media plan will focus on highimpact brand banner units.
THE BRAND
THE PARTNERSHIP: KEY STRATEGY
JamesEdition is the world’s first marketplace to span across
Property Distribution: Properties over $600,000 are displayed
product categories and offer high-end items from dealers
with up to 40 exceptionally high-quality images. Unique to
across the world. Their technology lets consumers find and
our brand, each property has a direct link to view on sir.com,
compare items from submarines to luxury real estate. The
providing thousands of monthly interactions. New for 2017,
site reaches more than 600,000 users each month.
JamesEdition will integrate video for listings over $1M.
THE BRAND
THE PARTNERSHIP: KEY STRATEGIES
To expand its reach in China, Sotheby’s International Realty
•
12 months of property promotions in simplified Chinese
launched a partnership with Juwai.com. One of China’s
•
A Chinese company page on Juwai.com
premier real estate portals, Juwai.com has over 2 million
•
50 properties over $3M to be featured on LUXE Channel
monthly visitors and more indexed pages than all other
•
Custom Chinese editorial content on WeChat/Weibo
portals combined on Baidu, China’s largest search engine.
•
Shanghai-based customer care desk
THE BRAND
THE PARTNERSHIP: KEY STRATEGIES
LuxuryEstate.com provides the largest selection of world-
•
Property showcase in each language available
class $1M+ properties from 120 countries. The website and
•
Banner exclusivity on all SIR property pages
the mobile apps generate 500,000 users and 5 million page
•
10% SOV on banners across all search result pages
views each month, making LuxuryEstate.com a prominent
•
Mastercard audience modeling analyzing cardholder
portal in the international luxury real estate market.
behavior to find target consumers
THE BRAND
THE PARTNERSHIP: KEY STRATEGIES
PropGOLuxury owns a leading luxury real estate portal for
•
SIR listings will be syndicated across all partner sites
English and Chinese readers. Through a series of publishing
•
50% share of voice on all custom banner positions
partnerships, PropGOLuxury powers the real estate search and
•
New for 2017, we will launch highly targeted spotlight
distribution platforms for leading publications including The
banners on 10 location searches a month, with 50%
NYT China Edition, South China Morning Post and more.
share of voice of the spotlight inventory.
Miami Beach residence sold by ONE Sotheby’s International Realty for US$30 million
10 ADVANTAGES OF LISTING WITH ONE SOTHEBY’S INTERNATIONAL REALTY
1
2
THE LEGACY
THE BRAND
Consistently attaining record-breaking sales over the decades, the
Sotheby’s is a rare brand that instantly evoques quality, service
Sotheby’s legacy is unlike any other. We are proud to be part of the
and an appreciation of truly valuable items. This positioning
oldest company in the NYSE, the most prestigious auction house in
allows us to do business with affluent individuals who share in
the world and the authority on the representation of luxury homes.
our brand vision and commitment to excellence.
3
4
THE PEOPLE
THE NETWORK
Our agents, staff and partners make our company more successful
Sotheby’s International Realty represents the only true, worldwide
every day. Our real estate agents are more than just transaction
real estate network. Thousands of office-to-office referrals are
supervisors — they have the capacity to act as highly qualified
processed every year and several events are held to ensure all SIR
advisors, focusing on facilitating all real estate needs.
agents establish great business relationships within the network.
5
6
THE MARKETING
THE REACH
Our local and international marketing is unparalleled. We partner
With an outstanding brand, a robust marketing plan and a strong
with leading organizations such as the Wall Street Journal, the
network comes limitless reach to potential home buyers. ONE
New York Times, Architectural Digest and, locally, the Miami Heat
SIR associates are able to tailor their plans to target an array of
to provide not just the most, but the best exposure for our listings.
different buyer profiles without missing a beat.
7
8
THE STANDARDS
THE SERVICE
Our listing marketing is only developed with the highest standards
Our high standards are not marketing-specific. ONE Sotheby’s
in mind. High-resolution imagery, eloquent description writing and
International Realty’s real estate associates pride themselves in
impeccable presentation are musts when promoting a residence
offering white-glove service from beginning to end, establishing
under the ONE Sotheby’s International Realty brand.
long-lasting relationships with their valued clients.
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THE TRACK RECORD
THE OVERALL EXPERIENCE
In its short existence, ONE Sotheby’s International Realty has
All prior points combine to create one unrivaled, seamless client
developed an impressive track record, closing several exceptional
experience. For hundreds of years, the Sotheby’s brand has grown
sales, becoming the leading real estate firm for sales in numerous
and succeeded due to its respect for tradition and its focus on
areas and garnering notable media exposure in the process.
innovation. ONE Sotheby’s International Realty is no exception.
WEB & SOCIAL MEDIA EXPOSURE ONE Sotheby’s International Realty’s digital efforts are constantly growing and evolving. Our website, ONESothebysRealty.com, makes it easy to search for a property by address, condo or neighborhood. It also houses several content-rich neighborhood guides and provides access to valuable information such as market statistics, transaction activity per building and real-time listing updates. ONESothebysRealty.com was designed with the end user in mind, prioritizing an intuitive browsing experience and an abundance of readily available, accurate content.
ONESOTHEBYSREALTY.COM
ANNUAL USER STATISTICS
SITE USAGE BY SOURCE
1 2 3 4 5
TOP USERS BY LOCATION
TOP SOCIAL REFERRALS
1
UNITED STATES
1
2
CANADA
2
3
BRAZIL
3
4
UNITED KINGDOM
4
GOOGLE+
5
RUSSIA
5
6
MEXICO
6
YELP
7
FRANCE
7
TUMBLR
8
VENEZUELA
8
BLOGGER
Most of our website’s traffic, with the exception of direct users, comes
9
UKRAINE
9
HOUZZ
from organic search. This indicates our visitors are looking for terms
10
GERMANY
10
PAPER.LI
DIRECT ORGANIC SEARCH REFERRAL SOCIAL PAID SEARCH
matching our keywords through SEO, leading to website trustworthiness, propensity to click and potential long-term results.
SOCIAL MEDIA Our social media outlets are buzzing with activity. Our social media channels serve as great traffic sources for our website, make it easy to connect with our loyal followers and provide an engaging platform for ONE Sotheby’s International Realty associates to communicate and remain updated on the latest company news. Whether it’s South Florida’s top realtors coming together on our YouTube channel or our breaking market updates on Twitter, we keep potential buyers engaged and coming back for more.
KEY SOCIAL MEDIA STATISTICS
ELEMENTS TO OUR SOCIAL MEDIA SUCCESS
TOTAL USERS*
HOW WE CREATE CHANNELS WORTH FOLLOWING:
47,000
EXPERIENCE Deliver a unique, compelling experience via social networks.
YOUTUBE
1,860
ENGAGEMENT GOOGLE+
535,000
Develop social relationships with online influencers and potential home buyers and sellers to further our reach.
25,800
EXPERTISE LINKEDIN
1,350
8,500
1,100
Maintain a distinct point of view and align our homes with the connoisseurs of life. EMOTION Create lasting connections with our target consumers.
As of February, 2017
*
ONESOTHEBYSREALTY.COM/BLOG
PROPERTY EXPOSURE STRATEGY: THE BASICS Every extraordinary residence represented by ONE Sotheby’s International Realty benefits from our Property Exposure Strategy: what we consider to be a basic marketing package required to launch a robust and well-rounded exposure plan for each of our listings. Our Property Exposure Strategy includes everything from professional photography to branded signage and online listing distribution. For more detailed information, please see the components of our standard package outlined in detail below.
1
1
PROFESSIONAL LISTING PHOTOGRAPHY AND OPTIONAL VIDEOGRAPHY Our marketing revolves around professional photography, showcasing the elegance and beauty of our exclusive inventory in everything we do. Professional photography includes a virtual tour, video walk through and a geo-tagged slideshow on ONE SIR’s YouTube Channel.
SINGLE LISTING WEBSITE
2
SIR SIGNAGE INSTALLATION
3
A custom website dedicated to a single property, complete with
Sotheby’s International Realty’s recognizable hanging post sign,
a high-resolution photo gallery and an individual domain name.
installed at over 30,000 extraordinary homes around the world,
This powerful online marketing tool impresses viewers and,
is prominently displayed at all single-family homes represented
when advertised in print or online, gets interested buyers to the
by ONE Sotheby’s International Realty in order to reach the local
information they want faster and more efficiently.
community and potential buyer.
REALTOR.COM SHOWCASE
4
SIR NETWORK DISTRIBUTION
5
Realtor.com, the world’s top real estate website, allows agents
All listings are automatically featured on the websites of over 135
to showcase listings with up to 36 photos, a slideshow tour,
Sotheby’s International Realty affiliates around the world. This is
video, traffic reports and open house ads. Taking advantage of
an exclusive offering due to our relationship with the Sotheby’s
their content-rich format, the website becomes one of the most
International Realty network, providing unparalleled international
effective ways to reach home seekers directly.
exposure for our exclusive listings.
7
RESPECTFUL EMAIL
6
E-GALLERY
7
ONE Sotheby’s International Realty sends a weekly digest
The eGallery is a real-time, dynamic property slideshow designed
containing new listings, open houses and price reductions to
to provide worldwide reach to a property. It is displayed in most
Miami-Dade and Broward’s top brokers without spamming. In
of the Sotheby’s International Realty and Sotheby’s auction
addition, a brokers’ opens email is also sent out once a week to
house locations around the world.
the local brokerage community.
Minimum price restrictions apply.
WEBSITE EXPOSURE
8
ONLINE LISTING DISTRIBUTION
9
Reach our vast audience of potential buyers placing your listing on
The online distribution resources of Sotheby’s International
ONESothebysRealty.com, our responsive website, or go global on
Realty position properties in the world’s finest real estate sites.
SIR.com, offering specialized websites based on extraordinary
In addition to providing listing content to 17 major websites that
lifestyles such as golf, waterfront, vineyard, ski, beach, historic,
power hundreds more, reports are available to show how much
retirement, metropolitan and more.
exposure each property is receiving.
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OFFICE LOCATIONS
AVENTURA – EAST
AVENTURA – WEST
BAY HARBOR
18851 NE 29th Ave #101
20445 Biscayne Boulevard, H8
1047 Kane Concourse
Aventura, FL 33180
Aventura, FL 33180
Bay Harbor Islands, FL 33154
BRICKELL
CORAL GABLES
FORT LAUDERDALE
1000 Brickell Avenue, 500
1430 S. Dixie Highway, 110
401 East Las Olas Boulevard, 100
Miami, FL 33131
Coral Gables, FL 33146
Fort Lauderdale, FL 33301
JUPITER
KEY BISCAYNE
MIAMI BEACH – WASHINGTON AV
2159 South US Highway One
260 Crandon Boulevard, C42
119 Washington Avenue, 102
Jupiter, FL 33477
Key Biscayne, FL 33149
Miami Beach, FL 33139
MIAMI BEACH – LINCOLN RD
PALM BEACH GARDENS
STUART
846 Lincoln Road, 4th Floor
11601 Kew Gardens Avenue,101
451 SE Riverside Drive
Miami Beach, FL 3313
Palm Beach Gardens, FL 33410
Stuart, FL 34994
SUNNY ISLES
WESTON
18288 Collins Avenue, 1
2300 Weston Road
Sunny Isles Beach, FL 33160
Weston, FL 33326 – 47 –
O NE SOT HEBY SREALT Y.COM ©MMXVII ONE Sotheby’s International Realty, licensed real estate broker. Sotheby’s International Realty® is a licensed trademark to Sotheby’s International Realty Affiliates LLC. An Equal Opportunity Company. Equal Housing Opportunity. Each Office is Independently Owned and Operated. The information contained herein is deemed accurate but not guaranteed.