THE ADVANTAGE
William Pitt Julia B Fee
1
CONTENTS 4 6 8 12 16 18 20 24 29 32 34 38 42 44 48 49 50 52 53 54 55 56 57 58 59 60 62 2 CONTENTS
Local Expertise Global Presence The Sotheby’s Legend SothebysRealty.com Regional Website Marketing The New York Times The Wall Street Journal Mansion Global Financial Times Architectural Digest Bloomberg Dwell Pan-Asian Zillow Trulia Public Relations and Content Social Media Video Mobile App Mobile Web Search Engine Marketing Client Marketing Summary Listing Distribution Exclusive Global Partner Sites Global Advertising Our Promise
46 HONG KONG TATLER
10 SOTHEBYS.COM
21 THE NEW YORK TIMES
17 WILLIAMPITT.COM | JULIABFEE.COM
While this material is based upon our best estimates and information that we consider reliable, all programs included here and their descriptions are subject to changes, errors, omissions or withdrawal without notice.
Cover Photo By: www.steverossi.net Cover Property: New Canaan, Connecticut
55 MOBILE WEB
Only one real estate brand has it all: a centuries-old heritage of expertise in treasured possessions, a proven referral network connecting qualified buyers and sellers locally and globally, a reputation for consistently delivering the highest level of service, a marketing strategy that achieves exposure through exclusive media partnerships and unique proprietary publications, and a team of agents with a
52 SOCIAL MEDIA
consistent track record in handling the sale of distinctive property at all price points. At William Pitt and Julia B. Fee Sotheby’s International Realty, we bring a number of advantages that are ours alone. CONTENTS 3
LOCAL EXPERTISE
The William Pitt Company was founded in 1949 and built on a commitment to extraordinary customer service, community expertise and involvement, and maintaining an entrepreneurial spirit, the same principles that Julia B. Fee was founded upon in 1953. In the following decades William Pitt and Julia B. Fee, each named after their founders, grew into household names and established themselves as the premier brands in their respective marketplaces of Connecticut and Westchester County, New York. By affiliating with the Sotheby’s International RealtyŽ global network in 2005, the two firms expanded their reach, and finally joined forces under the same leadership in 2009.
4 LOCAL EXPERTISE
Today William Pitt and Julia B. Fee Sotheby’s International Realty is the preeminent real estate brokerage firm serving Connecticut, Massachusetts and New York, and the largest affiliate in the global Sotheby’s International Realty network. With 27 brokerages and more than 1,000 sales associates, we bring deep knowledge of our markets and a proven track record of successfully handling the sale of fine properties in all price categories. LOCAL EXPERTISE 5
GLOBAL PRESENCE
The most prestigious global real estate brand, Sotheby’s International Realty comprises a network of the most respected real estate firms in the most soughtafter markets all over the world. Through our affiliation with this global brand, we can achieve broader exposure than any other firm for our listings, and we work with buyers and sellers from well beyond our local markets. We have access to a worldwide referral network consisting of more than 760 offices in 60 countries and territories on six continents. Our brand’s white glove referral program is a key differentiator, allowing network members to connect qualified buyers and sellers globally. Orchestrated by a dedicated team of professionals, thousands of these connections are made every month — from broker-to-broker to auction house-to-broker.
6 GLOBAL PRESENCE
Clockwise from top left: Venice, Italy; Moscow, Russia; Paris, France; London, England; New York, United States
GLOBAL PRESENCE 7
THE SOTHEBY’S LEGEND
The Sotheby’s brand dates back to 1744, when the legendary auction house was founded and quickly earned the worldwide reputation it still enjoys today — not only for its marketing of some of the world’s most valuable possessions, but also for the incomparable level of expertise it has consistently delivered. As the oldest company listed on the New York Stock Exchange (BID), Sotheby’s has a global network of 90 offices in 40 countries. Today, Sotheby’s presents auctions in eight different salesrooms including New York, London, Hong Kong and Paris. The collaboration between realty and auction includes a combination of unique and exclusive marketing efforts that provide targeted exposure to a coveted and influential audience.
8 THE SOTHEBY’S LEGEND
THE SOTHEBY’S LEGEND 9
SOTHEBYS.COM Properties represented by our network may be featured on the Auction House’s website, sothebys.com. Our brand’s popular Extraordinary Properties blog features some of the most highly read content available throughout the site, and its corresponding homepage position provides desirable additional exposure. Banner ads are also used to promote properties and are included on high-profile sales pages and emails directed toward the venerable Auction House’s prestigious clientele. All of these avenues for exposure drive consumers directly to SothebysRealty.com, serving as an enormous traffic source. In fact, sothebys.com is consistently one of the top five referring sites to SothebysRealty.com. 10 THE SOTHEBY’S LEGEND
SOTHEBY’S PUBLICATIONS At the heart of our partnership, Sotheby’s International Realty and Sotheby’s Auction have entered into a literary collaboration that provides exposure exclusively to our brand’s listings, while serving as a powerful traffic driver to SothebysRealty.com. The new Sotheby’s Magazine | Art & Home is a large format publication that enriches readers with sophisticated content related to the art and real estate world. With a total distribution of 50,000, the magazine is sent to high-end auction clients, all 90 auction offices around the world, Park Hyatt Hotels in 18 countries and high-profile auction events in New York, Los Angeles and Hong Kong. Sotheby’s Preferred, a publication that showcases the most valuable property on the international auction market, is distributed to 10,000 premier global auction clients. The magazine includes a gallery of exclusive listings from the brand, which are reprised within the Sotheby’s International Realty Property Showcase on sothebys.com, extending the reach of the magazine into the digital space. Finally, Sotheby’s New York Auction Preview, inserted in The New York Times, also features our listings and offers a taste of the array of art and objects coming to auction at the Auction House’s Manhattan flagship location.
THE SOTHEBY’S LEGEND 11
SOTHEBYSREALTY.COM A BEAUTIFUL SHOWCASE FOR THE FINEST PROPERTIES IN THE WORLD
UNIQUE FEATURES ON SOTHEBYSREALTY.COM INCLUDE:
SothebysRealty.com, or sir.com, speaks to consumers in a highly visual way — which, research tells us, is exactly what they want. Providing consumers with a content-rich destination that focuses on property, lifestyle and location allows our brand to deliver a compelling and unique presentation of the properties represented by our network. All of our brand’s listings, regardless of the price point, are featured on this exclusive website — the number one luxury real estate site in the world.
• Full-screen, high-definition video on the homepage that directly connects consumers to properties around the world • The ability to customize searches, sort results and compare images based on the most desired home features such as pools, kitchens and views • An enhanced editorial approach to property detail pages, including high-definition videos, high-resolution images narrated by captions and quotes from experts on the property • Location search pages offering high-definition videos, high-resolution imagery and insights from our experts into what makes each market extraordinary • Sections for exploring varied lifestyles and associated properties from farm and ranch to waterfront, ski, historic, golf and more • A seamless presentation on any device including mobile phones and tablets
12 SOTHEBYSREALTY.COM
Luxury Real Estate Website Rankings FEBRUARY 2014– JANUARY 2015 knightfrank.com
christiesrealestate.com
luxuryrealestate.com
luxuryportfolio.com
savills.com
berkshirehathawayhs.com
engelvoelkers.com
sothebysrealty.com
VISITORS PER MONTH
1,200,000
1,000,000
800,000
600,000
400,000
200,000
0
FEB
MARCH
APRIL
MAY
JUNE
JULY
AUG
SEPT
OCT
NOV
DEC
JAN
Data pulled from SimilarWeb.com; Feb. 2014-Jan. 2015
ANNUAL WEB STATS*:
TOP REFERRING SITES*:
• 12 focused minutes per visit
1. Zillow.com
• 10,000,000 visits
2. NYTimes.com
• 75,000,000 page views
3. WSJ.com
• 25,000,000 property detail page views
4. Facebook.com
• 52% of its visits from outside the U.S.
5. Sothebys.com
* SothebysRealty.com statistics 2014, Google Analytics
SOTHEBYSREALTY.COM 13
SEARCH BY LIFESTYLE At the foundation of the Sotheby’s International Realty brand is our focus on lifestyle, and we have made it possible to search for properties that meet the criteria for some of the most sought-after and inimitable lifestyles available including farm and ranch, waterfront, ski, historic, golf and more. With approximately one in two online visitors searching for properties by lifestyle, we have created an exceptional resource for discovering some of the most unique lifestyle offerings.
FEATURED LIFESTYLES: • Beach
• Lakefront
• Country Living
• Metropolitan
• Eco-friendly
• Mountain
• Equestrian
• Private Island
• Farm & Ranch
• Retirement
• Fly-in
• Ski
• Golf
• Waterfront
• Historic
• Wine & Vineyard
14 SOTHEBYSREALTY.COM
SEARCH BY HOME FEATURE Building on consumer demand for a more visual search experience, SothebysRealty.com empowers our visitors to customize their search based on the home feature most important to them. Consumers still can search for a home based on lifestyle and amenity but now have the ability to sort their results by various home features including pools, kitchens and views, and compare visual images of that feature among their search results.
SOTHEBYSREALTY.COM 15
REGIONAL WEBSITE A GROUND-BREAKING, IMMERSIVE EXPERIENCE
UNIQUE FEATURES OF OUR REGIONAL WEBSITE INCLUDE:
Our powerful and improved new regional website marks a bold new look for our firm. In a word, the look, feel and functionality are spectacular.
• A rotating selection of property video clips on our homepage, providing visitors with a one-of-a-kind opening experience • The ability to set preferences and custom tailor the site to meet specified search criteria • Detailed community information including accessibility to area schools, precise commuting times to Grand Central in New York and more • Special sections focusing on our lifestyle expertise • High-resolution photography for our listings • Stronger search functionality • Property updates to our site from the MLS occurring far more often than any of our competitors • Living database of over 700,000 homes, with current active inventory including 100,000 area properties from 10 MLSes and more than 40,000 of the finest properties represented by the Sotheby’s International Realty network globally • International features that provide consumers with the ability to:
16 REGIONAL WEBSITE
»»
Choose among 19 languages and dialects when viewing our website
»»
Convert property list prices into more than 50 currencies worldwide, all updated with the latest exchange rates three times per day
WILLIAMPITT.COM JULIABFEE.COM
ANNUAL WEB STATS*: • 5,000,000 visits • 24,000,000 page views • 10 pages per visit on average • 7 minutes per visit
TOP REFERRING SITES*: 1. Facebook.com 2. Trulia.com 3. SothebysRealty.com 4. Zillow.com 5. NYTimes.com
* Google Analytics, Web Metrics for williampitt.com, juliabfee.com - Jan.-Dec. 2014
REGIONAL WEBSITE 17
MARKETING Designed to deliver an astounding 1.5 billion media impressions, our media plan includes impactful, exclusive and first-to-market partners that solidify our brand’s industryleading position. Through exclusive branding and strategic content integration, our partnerships with The Wall Street Journal, The New York Times, Architectural Digest and others showcase our listings to a broad audience of qualified consumers. Our Pan-Asian partners such as Caimeiju and Hong Kong Tatler help to extend our reach in the increasingly important Asian markets. Regionally, we deliver more than ever through targeted print and online advertising including banner ads, our social media presence, search engine marketing and prominent real estate portals like Trulia and Zillow. Our public relations initiative generates still more exposure for the properties we represent. Through unique relationships with iconic media brands, a commitment to attaining maximum exposure and unsurpassed global reach, our brand is well positioned to achieve great heights. 18 MARKETING
1.5 BILLION MEDIA IMPRESSIONS
MARKETING 19
THE NEW YORK TIMES
Since 1851, The New York Times has provided high-quality news coverage and information surrounding the most important issues on a local, national and global level. Our brand will blend exclusivity, dominance and new trail-blazing technology with a strategic focus on content to reach The New York Times’ global audience and deliver 150 million impressions.
Page Views Per Month: 474,000,000 Unique Monthly Visits: 28,400,000 Average Number of Pages Per Visitor: 17 20 THE NEW YORK TIMES
GATEWAY UNIT Our unique real estate ad unit on the website of The New York Times is EXCLUSIVE to our brand, presented continuously across both the U.S. and global real estate section homepages. Expected to deliver 107 million media impressions in 2015 alone, this innovative ad unit expands to a full page width upon user engagement and allows our brand to showcase select, premier listings at the gateway of the world’s oldest and most respected real estate property section.
REAL ESTATE SLIDESHOW SPONSORSHIP Our EXCLUSIVE sponsorship of The New York Times real estate slideshows provides high-impact branding and lead generation for featured listings. Designed to drive an estimated 12 million media impressions worldwide, this always-present ad unit appears at the beginning and end of each slideshow, featuring listings for sale from our brand, and only our brand. The highly engaged slideshow audience completes the entire slideshow 90% of the time.
THE NEW YORK TIMES 21
THE MEDIA RIBBON AD
THE GALLERY AD
Our Media Ribbon advertisement integrates the Sotheby’s International Realty brand into the prominent navigation bar that appears at the top of article pages throughout the site. This highly viable and impactful ad will garner 3 million media impressions, and will strategically align with content that appears in the Home & Garden, Real Estate and Travel sections to capture the real estate audience among The New York Times’ global readership.
Designed to engage readers with our signature extraordinary imagery, our custom gallery advertisement showcases the properties represented by our network in a prominent size and bold position that is unique and EXCLUSIVE to our brand. Expanding the reach and exposure of each property featured, the ad will rotate across various sections including Business, Home & Garden, Real Estate, World News and the Sunday Magazine.
22 THE NEW YORK TIMES
GREAT HOMES AND DESTINATIONS Fixed and EXCLUSIVE placement within the Great Homes and Destinations search results page adds another element to drive incremental brand awareness and leads for the listings that are featured. The featured ad unit is dynamically updated and designed to deliver almost 6 million media impressions.
MOBILE Our marketing reaches mobile readers of The New York Times in a powerful way native to the mobile experience through three different advertising vehicles: the Mobile Carousel Unit, the Mobile Impact Unit and the Mobile Screenscape. Over 700,000 media impressions will be delivered on m.nytimes.com.
PROPERTY LISTINGS The New York Times receives over 30 million unique visitors each month, and 1.27 million of those visitors worldwide go to the NYTimes.com/realestate section. International New York Times, INYT.com, is the global edition of The New York Times and includes the Great Homes and Destinations real estate section, providing a global property search tool, featured lifestyle focus as well as destination content and articles that discuss great places to live worldwide. These sites, a critical source of leads for our listings, feature all of our properties across all price ranges.
THE NEW YORK TIMES 23
THE WALL STREET JOURNAL
Our partnership with The Wall Street Journal, now spanning 12 editions in nine languages, allows the Sotheby’s International Realty brand to reach the global business elite across newspapers, websites, magazines, social media and video through unique and exclusive positioning of the properties represented by our network. The Journal has a global readership of 3.6 million.
Page Views Per Month: 203,000,000 Unique Monthly Visits: 37,300,000 Average Number of Pages Per Visitor: 7 24 THE WALL STREET JOURNAL
CURATING EXTRAORDINARY LIFESTYLES Content marketing, which differs from traditional marketing in that a brand can engage consumers by educating and illuminating them with valuable information and knowledge that matters to them, is quickly becoming the best way to attract and convert customers. Eight in 10 consumers say they would rather learn about a product or service via a news article than a standard advertisement, and that is exactly what our partnership with The Wall Street Journal, which we call “Curating Extraordinary Lifestyles,” achieves. Through highimpact teasers that capture the attention of the online Wall Street Journal readership, visitors are driven to a custom, branded digital “hub” that pulls them ever deeper into the Sotheby’s International Realty brand experience. Curating Extraordinary Lifestyles seamlessly positions property as content and keeps the business elite that comprises this prestigious publication’s audience enlightened and informed.
THE WALL STREET JOURNAL 25
TILE UNIT Last year, The Wall Street Journal entrusted our brand to strategically integrate a Sotheby’s International Realty EXCLUSIVE: the Lifestyle Tile Unit. Featuring 30 different properties within the editorial space, our brand continues to align with WSJ real estate editorial through a unique ad execution, driving directly to SothebysRealty.com. With over 11,000 interactions last year, the Lifestyle Tile Unit provides not only dominant brand awareness, but quality leads from The Wall Street Journal’s global audience.
FRIDAY REAL ESTATE SPONSORSHIP Within the WSJ’s Digital Network, Friday is the most highly trafficked day of the week. Global sponsorship of the WSJ’s real estate homepage throughout 2015 provides the perfect platform to showcase the brand’s finest listings with our EXCLUSIVE and dynamic Portrait Unit. Featuring showcased properties, exclusive video and its own dedicated search widget allowing for searches of all Sotheby’s International Realty listings worldwide, this dynamic ad unit is designed to drive brand awareness and leads. 26 THE WALL STREET JOURNAL
VIDEO PARTNER CHANNEL The Wall Street Journal presents its own editorial videos in a section of its site called the WSJ Live Video Center, and seamlessly integrated within the publication’s video playlist are our own Sotheby’s International Realty property videos. This dedicated branded Partner Channel is accessible on the WSJ Live Video Center via a sponsored section on the video homepage as well as on the navigation bar. With the business elite demanding video content more and more, our ability to closely align with The Wall Street Journal’s editorial content allows featured properties represented by our network incredible exposure before this coveted audience. Targeting real estate readers specifically, Sotheby’s International Realty property videos also come to life through the pre-roll video sponsorship sections seen in Mansion and The Wall Street Journal’s real estate video content.
MANSION MOBILE With The Wall Street Journal’s mobile web traffic growing at an astounding rate year-over-year, we have strategically ensured immediate access to this elite audience across tablet and mobile devices. The Sotheby’s International Realty brand has complete ownership of the Mansion section on the award-winning WSJ iPad app, through exclusive and impactful advertising positioning. Last year, our WSJ iPhone and iPad sponsorships delivered over 1.6 million impressions and 9,300 clicks directly to the properties represented by our network on SothebysRealty.com. THE WALL STREET JOURNAL 27
SOCIAL CONNECT
FEATURED PROPERTIES
PROPERTY LISTINGS
When used artfully, social media is not only a buzzword but a powerful marketing vehicle. Social media offers massive global reach as well as the ability to engage and interact in real time and create lasting connections anywhere, anytime. About 85% of users in The Wall Street Journal Digital Network are active on social media, with over 1.1 billion users on Facebook alone. Through our bold and creative campaign, our strategic engagement in this social space provides access to a significant set of target audience members.
For global brand dominance on WSJ.com, the Sotheby’s International Realty brand has EXCLUSIVE ownership of the property modules on the Europe and Asia editions’ homepages. These units average 5.25 million monthly listings impressions and 7,000 premium clicks. Last year, the premium listings on WSJ Europe and WSJ Asia delivered 47.1 million impressions and 60,000 clicks directly to SothebysRealty.com, providing impactful lead generation and connecting buyers and sellers of property around the world.
Featuring all of our listings across all price points on The Wall Street Journal Digital Network is a key element to our valuable listing distribution efforts. The network’s multilevel and inter-continental platforms provide targeted, worldwide awareness for the properties we represent.
28 THE WALL STREET JOURNAL
MANSION GLOBAL
Mansion Global is a new luxury real estate website and mobile app that connects wealthy global buyers with extraordinary properties. Featuring original content from across News Corporation, Mansion Global provides insightful market data, in-depth analysis and relevant news to empower luxury buyers. Our partnership is expected to deliver over 100 million impressions.
MANSION GLOBAL 29
COVER TAKEOVER
FEATURED PROPERTIES
LIFESTYLE SEARCH
Sotheby’s International Realty listings appear front and center on the Mansion Global homepage via a carousel of properties that we call the “Homepage Hero.” This is an incredibly impactful opportunity to reach the Mansion Global audience right when they first land on mansionglobal.com.
A rotating carousel of listings from around the world, the Featured Properties Module on the homepage of Mansion Global is another great way for Sotheby’s International Realty agents to promote their extraordinary listings to an audience of serious high net worth buyers globally.
Lifestyle is important to the wealthy, global buyer. Through a special search filter on the advanced search page of Mansion Global, users are able to choose from Sotheby’s International Realty’s unique lifestyle offerings. These include farm and ranch, ski and equestrian properties, and their searches lead them directly to Sotheby’s International Realty listings that fit their preferred lifestyle criteria.
30 MANSION GLOBAL
RUN-OF-SITE DISPLAY ADVERTISING: MANSION GLOBAL SITE AND APP Sotheby’s International Realty has a presence throughout Mansion Global via run-of-site advertising featuring properties represented by our network.
MULTIPLE LANGUAGES
VIDEO
Sotheby’s International Realty listings priced above $1 million appear on Mansion Global in three languages – English, Chinese and Spanish – providing our agents and clients with a unique opportunity to enhance and promote listings to an audience of affluent global buyers.
There are numerous opportunities to showcase our listings through Mansion Global’s original and curated real estate videos. Sotheby’s International Realty ads appear as pre-roll before videos featuring relevant content.
MANSION GLOBAL 31
FINANCIAL TIMES
One of the most widely respected news publications in the world, Financial Times has delivered business and economic news and analysis since 1888 to the global business community, including a readership of ultra-high net worth consumers with significant purchasing power. Our partnership includes a high-impact custom content series, themed “Distinctive Living,� created by the Financial Times EXCLUSIVELY for our brand.
Page Views Per Month: 76,531,999 Unique Monthly Visits: 11,694,372 Average Number of Pages Per Visitor: 6.54 32 FINANCIAL TIMES
DISTINCTIVE LIVING We are the EXCLUSIVE sponsor of the Financial Times’ yearlong Distinctive Living quarterly editorial series on ft.com/distinctive. Integrating ad units that feature their own search widgets allowing for searches of all Sotheby’s International Realty listings worldwide, these evocative stories explore what it’s really like to live in four different corners of the world: the United Kingdom, China, Brazil and the United States. Each locale is brought to life using photography, video, data and well-researched articles in a brand new, pioneering format that lends itself to rich storytelling.
PROPERTY LISTINGS Our property listings feature on ft.com connects the Financial Times’ global audience with Sotheby’s International Realty’s complete portfolio of properties across all devices.
FINANCIAL TIMES 33
ARCHITECTURAL DIGEST
In print since 1920, Architectural Digest (AD) has a discerning audience that includes architects, interior designers and affluent design enthusiasts. Through print and digital editions including architecturaldigest.com, social media and signature events, AD provides an exclusive view into the world’s most beautiful homes, inspiring its millions of influential readers to redesign and refresh their lives.
Page Views Per Month: 12,900,000 Unique Monthly Visits: 848,053 Average Number of Pages Per Visitor: 13.1 34 ARCHITECTURAL DIGEST
ESTATES FOR SALE The digital adaptation of Architectural Digest’s most read print section has now also become the most visited area of their website, providing online visitors with a premier look inside celebrity homes and some of the most extraordinary properties in the world. Sotheby’s International Realty is the marquee partner and exclusive sponsor of Estates for Sale, with our banner ads and portrait ad units dominantly positioned throughout this section of the site.
CELEBRITY HOME VIDEO FEATURES For the first time ever, AD is editorially curating content featuring celebrity homes for sale. Celebrity content and estates are the number one and two traffic drivers to architecturaldigest.com. The Sotheby’s International Realty brand is the EXCLUSIVE sponsor of this content, and the only real estate brand to have its videos featured within the celebrity home slideshows. By seamlessly integrating featured property videos from our global network into this highly popular, oversized space, which runs eight times per year, we will generate significant impressions and traffic, and achieve direct exposure before AD’s prestigious readership. ARCHITECTURAL DIGEST 35
HOMEPAGE FEATURED EDITORIAL
BLOGVERTORIAL SPONSORSHIP
With content marketing playing a larger part in our overall marketing strategy than ever before, AD offers our brand the opportunity to organically reach its audience through bespoke content on architecturaldigest.com. Positioning the properties we represent from around the world in an educational and informative editorial format rather than through an ad allows our brand to connect with the AD readership outside of traditional advertising methods. Complementing our overall strategy and partnership with AD, we use the voice of the brand to deliver curated, expert content from research to blogs to videos in order to generate leads.
Architectural Digest’s popular suite of blogs provides a powerful and eloquent foundation for featuring our brand. Custom “blogvertorials,” or blog advertorials, combine engaging banner ad units with brand-provided editorial that runs periodically throughout the year to keep readers engaged with our brand and drive awareness of our listing inventory. Content is aligned with Architectural Digest’s editorial calendar and features the lifestyles, destinations and properties represented by our brand worldwide.
36 ARCHITECTURAL DIGEST
CROSS PLATFORM BRANDING
TARGET, RUN-OF-SITE BRANDING
With more consumers than ever accessing content and their favorite sites via mobile devices, our strategy incorporates iPad and mobile branding ads to effectively drive traffic to SothebysRealty.com, where all of the properties represented by our network are featured and searchable by lifestyle or location.
Holistically rounding out our partnership with the international design authority, architecturaldigest.com features our branding ads throughout the site. These strategic placements include appearances in AD’s videos, our Portrait Unit, display banners and homepage takeovers, all featuring properties represented by the Sotheby’s International Realty network.
E-NEWSLETTER SPONSORSHIP 60,000 opt-in Architectural Digest readers from around the globe engage with the publication’s weekly e-newsletter to discover and connect with curated content that comes directly from the AD editorial team. In addition to impactful branding support, e-newsletters are co-branded and directly integrate with editorial-specific Sotheby’s International Realty properties and content.
ARCHITECTURAL DIGEST 37
BLOOMBERG
Today’s business leaders turn to Bloomberg for unparalleled global business news mixed with cultural pursuits to enrich their professional and personal lives. Bloomberg’s readership connects our brand with high-net-worth individuals, with 40% of this audience coming from outside the United States. Based in 72 countries, Bloomberg Media is the largest reporting network in the world.
Page Views Per Month: 374,000,000 Unique Monthly Visits: 25,000,000 38 BLOOMBERG
TOP STORIES Global business leaders frequently visit Bloomberg.com to access the day’s most popular investment and business news. Aligning the Sotheby’s International Realty brand with Bloomberg’s most widely read content drives more traffic to SothebysRealty.com, where all of the properties represented by our network are featured. By dynamically pairing Bloomberg’s top trending story with an impactful Sotheby’s International Realty advertisement, we are the EXCLUSIVE real estate brand that achieves exposure before users who click to read the top story. Sotheby’s International Realty branding dominates the day’s top investment news stories, driving awareness and generating leads.
BLOOMBERG 39
SOCIAL CONNECT Every day, the editors of Bloomberg news and Bloomberg BusinessWeek share the day’s top stories – the biggest news, the most interesting developments and the hottest trends – with 2.4 million Twitter followers. When a user clicks on one of these articles on Twitter, they are driven to a 100% exclusively brand-owned article page, allowing the Sotheby’s International Realty brand to continue its dominant presence throughout Bloomberg.com.
40 BLOOMBERG
BLOOMBERG PURSUITS The Sotheby’s International Realty brand and Bloomberg Media have partnered to seek out and engage the affluent business and cultural elite through Pursuits, Bloomberg’s luxury lifestyle editorial platform based on the awardwinning Bloomberg Pursuits magazine. The new Pursuits premiered with the launch of Bloomberg’s revolutionary new digital site, BloombergBusiness.com. Our brand is the exclusive owner of the new Pursuits luxury space on Bloomberg Business, with no other brand being featured in this section. Over 15 million media impressions will target potential real estate consumers.
BLOOMBERG 41
DWELL
As the leading voice for modern design, architecture and interiors, Dwell.com reaches an affluent audience with over 27 million monthly users. The Sotheby’s International Realty brand is the EXCLUSIVE and first real estate partner of Dwell, providing a unique showcase for our modern properties before a dedicated audience of architects, registered designers and home design enthusiasts.
Page Views Per Month: 11,000,000 Unique Monthly Visits: 2,000,000 Average Number of Pages Per Visitor: 3.8 42 DWELL
RUN OF SITE AD UNITS
HIGH IMPACT VIDEO
HOMEPAGE CAROUSEL
Our partnership positions the Sotheby’s International Realty brand in front of Dwell’s readership through impactful ads featuring the unique and modern homes represented by our network globally. Designed for reach and frequency, these ads run across the entire site, hitting every possible Dwell.com audience member regardless of where they are searching for content on the site. Dwell has also created an interactive ad exclusively for the Sotheby’s International Realty brand that features a search widget within the ad itself. This kind of rich media brings our digital content to the Dwell audience directly throughout the site.
Dwell.com’s original video series brings the Dwell print magazine to life with bonus footage from its photo shoots and additional commentary. Our EXCLUSIVE real estate partnership, the first ever for Dwell, features modern homes represented by our network in pre- and post-roll video positions, ultimately engaging the Dwell audience to explore more on SothebysRealty.com.
Highly impactful and visually stunning, our homepage advertising carousel is the first of its kind for Dwell.com and showcases modern homes represented by our network through video, property slideshows and extraordinary photography. This carousel provides extensive visitor engagement directly from the homepage of Dwell.com, creating powerful branding and driving traffic directly to our listings.
DWELL 43
PAN-ASIAN
With the Asian-Pacific market becoming an increasingly essential part of today’s global real estate marketplace, we have made the area a central focus of our 2015 marketing program. We have partnered with a number of key websites to position our brand front and center before an ever-growing audience of affluent Asian consumers. These include PropGOLuxury.com, Asia’s leading luxury real estate property portal; Caimeiju.com, a Chinese real estate site that provides boutique marketing solutions to connect top-tier agents with luxury consumers in Asia; Shangliu Tatler, which delivers business and cultural information to an upscale audience; and Hong Kong Tatler, a publication widely read by those seeking the very best in events, dining, fashion, travel and real estate.
44 PAN-ASIAN
PROPGOLUXURY PropGOLuxury.com was created to fulfill the high level of demand among the affluent Chinese consumer base seeking properties around the world. China represents the world’s largest and fastest growing population, with more new millionaires being created than at any time in history. PropGOLuxury.com is the largest and fastest growing property portal in the China and Asia Pacific region, where prospective buyers can search for properties in 35 countries. Exposure on this site is available to Sotheby’s International Realty listings priced over $1 million.
PAN-ASIAN 45
SHANGLIU TATLER A premier luxury lifestyle resource since 2012, Shangliu Tatler consists of a national edition and a fast-growing online and mobile presence with an audience comprising the influential social elite in Mainland China. Our brand is the EXCLUSIVE online real estate channel partner for shangliutatler.com, driving close to 19 million media impressions. This unique collaboration provides an ideal way to search our premier properties on our own custom branded search widget on the site, as well as for us to offer readers our specialty market expertise. Exposure on this site is available to Sotheby’s International Realty listings priced over $1 million.
HONG KONG TATLER As the essential guide to the very best life has to offer, HongKongTatler.com covers everything from the best in events and fine dining to the most glamorous people, international fashion and luxury travel. The website houses a custom real estate and listings platform with a branded search widget created EXCLUSIVELY for the Sotheby’s International Realty brand, and it is primed to deliver 2 million media impressions in 2015. Exposure on this site is available to Sotheby’s International Realty listings priced over $1 million. 46 PAN-ASIAN
CAIMEIJU In the market areas that we serve, our company is the EXCLUSIVE real estate marketing partner of Caimeiju.com, which provides boutique marketing solutions for top brokers, Realtors速 and developers to reach the exploding Chinese consumer and luxury classes. The Caimeiju team consists of marketing, web development, Chinese SEO and social media specialists in both China and the U.S., in addition to real estate and outbound luxury travel professionals on the ground in China whose function is to expose and promote properties to their existing networks.
PAN-ASIAN 47
ZILLOW Zillow.com is a premier destination for buyers, sellers and renters. To meet the demand of the overwhelming number of consumers who visit this site each month, we have developed a strategic partnership with Zillow to ensure that all William Pitt and Julia B. Fee Sotheby’s International Realty listings are not only featured on the site but given premium placement among search results, appearing before the listings of other companies. • Zillow.com has over 73 million monthly unique users • Homes receive 6 times the exposure of non-featured listings
48 ZILLOW
TRULIA By offering an intuitive user experience, Trulia.com helps consumers find homes for sale, track local market trends and connect directly with real estate professionals. Like Zillow.com, Trulia.com draws an extraordinary number of consumers every month. To reach this audience we have entered into a partnership with Trulia.com that will maximize the level of exposure for all of our listings through featured search result positioning before the listings of other firms. • Trulia.com has over 31 million unique users per month • 42% of these users are pre-qualified for a mortgage • 72% plan to move in the next 12 months
TRULIA 49
PUBLIC RELATIONS AND CONTENT
In addition to our traditional advertising efforts, we have a public relations team dedicated to generating widespread exposure and interest in our properties and our company. We have close connections with reporters and editors at relevant print and online publications locally, nationally and internationally, and a strong track record of successful press placements. We also build an ongoing relationship with consumers by presenting them with meaningful real estate-related content through social media and video. By viewing our online videos, blogs, Facebook pages and other social media sites, buyers and sellers can discover information on the communities we serve, indepth looks at our most notable listings, agent profiles, lifestyle pieces, trending news in real estate, company news and more.
50 PUBLIC RELATIONS AND CONTENT
We work to secure editorial coverage for our listings in key media outlets in our local markets, around the country and across the globe. From prominent publications in the areas we serve like Stamford Advocate and Rye Record, to respected national news sources such as The Wall Street Journal and The New York Times, to international outlets including The Sunday Times and Financial Times, the press we achieve creates tremendous value for our listings and company. The exposure that selected listings receive in these renowned publications draws valuable attention to our agents and firm to the benefit of all of our properties company-wide. In 2014 alone, our company achieved more than 1,000 press placements.
PUBLIC RELATIONS AND CONTENT 51
SOCIAL MEDIA
blog
In today’s world, creating consumer engagement through social networking channels is critical to properly marketing a home for sale as well as for a brand to remain relevant. Our brand shares its expertise on market and lifestyle trends as well as inside looks at notable properties on its Extraordinary Living blog, while we have our own company blog that continually brings visitors back to our site. Serving as our company’s news room, the blog includes information on important listings, company news and events, and trends in real estate and also provides content for our other social media portals such as Facebook and Twitter. Through social media, we can consistently captivate large audiences all over the world. 52 SOCIAL MEDIA
VIDEO Engaging clients with relevant online video content is more important than ever, as demonstrated by the more than 4 billion daily views and 60 hours of video uploaded each minute on YouTube. Our brand’s YouTube channel annually achieves over 6 million views, and we have also developed a significant video section on our own local site, including tours of notable listings, special profiles of individual sales associates and information on the communities we serve. Properties that are featured on our customized video channel on williampitt.com and juliabfee.com, as well as on our local and brand YouTube channels, reach the attention of millions of viewers worldwide.
VIDEO 53
MOBILE APP Those who seek for the unique when on the road can use SIR Mobile, our luxury real estate mobile app, to search for properties on their mobile device and connect with our global real estate experts around the world. Prospective buyers can locate their next home and learn about the local lifestyle amenities with our points-of-interest toolbar, showcasing local restaurants, golf courses, resorts and more. FEATURES OF SIR MOBILE • GPS Search: Users can find the closest homes to wherever they are with the ability to search globally in 56 countries • Map Draw Tool: Users can draw their own custom search • Driving directions are provided to homes of interest
54 MOBILE APP
MOBILE WEB In addition to our brand’s downloadable mobile app, SIR Mobile, we offer a website that is fully optimized to achieve compatibility with all devices. Whether using a desktop computer, tablet or mobile smart phone, visitors who choose to come to our site through their browser instead of using the app will encounter a beautifully rendered display that perfectly fits whichever screen they happen to be on. With more consumers than ever searching for real estate from handheld devices, our mobile website provides our sellers and agents with an especially powerful advantage in reaching this broad audience.
MOBILE WEB 55
SEARCH ENGINE MARKETING With 90% of home buyers beginning their real estate search online, a strong presence on search engines is imperative for our brand. We accomplish this by incorporating relevant information that is visible to search engines on our website, including keywords like “luxury real estate” and hyper-local terms such as “Litchfield CT homes,” as well as employing paid search marketing campaigns. Since 2012, our search engine marketing strategy has resulted in 20 million visits to our sites from search engines, as well as 1.4 million paid search impressions averaging 132,000 impressions per month.
56 SEARCH ENGINE MARKETING
CLIENT MARKETING SUMMARY
We understand that our sellers want to be kept apprised of all marketing efforts surrounding their property, so we have created a report that provides a comprehensive summary of important activity. Clients are notified how many times and where their listing was advertised in print, and given a detailed overview on the websites where their property is featured as well as any available metrics such as online views. When properties achieve editorial coverage, these all-important press placements are included as well.
CLIENT MARKETING SUMMARY 57
LISTING DISTRIBUTION Strategic placement and unique positioning of your home’s best features are critical in securing the right audience to not only preview your home online, but to take the next step in their home search. To increase the potential for your home to be found by the most qualified real estate consumers, the Sotheby’s International Realty brand has partnered with and distributes properties along with high-resolution photography to the most significant media companies and real estate-focused websites in the world.
ALL PRICE POINTS
$400,000 + USD
€500,000 + EUR $529,380 + USD*
* Currency conversion taken on March 19, 2015 through Oanda.com
58 LISTING DISTRIBUTION
$1,000,000 + USD
EXCLUSIVE GLOBAL PARTNER SITES One of the great advantages of working with the Sotheby’s International Realty brand is the ability to tap into an incredible exclusive network of interconnected, locally focused real estate firms in key markets all over the world. Each of these firms has its own website, and each of them will feature your property. Just as local buyers in our markets will see your property on our proprietary site, qualified purchasers from New York to London, from Israel to India, and from Hong Kong to Russia will discover your property on the sites of our network members in those areas. alliancesothebysrealty.com artisansothebysrealty.com sir-abcislands.com ascentsir.com aspensnowmasssir.com baysir.com belizesir.com bgsir.com brazensothebysrealty.com bvisothebysrealty.com callawayhenderson.com canaryislands-sothebysrealty.com ealty.com carvillsir.com lsir.com sircaymanislands.com ds.com chapinsothebysrealty.com y.com coastalsir.com com sircostarica.com om crawfordgroupsir.com om sirbahamas.com m deckerbullocksir.com m dielmannsothebysrealty.com m dbsir.com dreyfussir.com dubaisir.com ellissothebysrealty.com encoresothebysrealty.com equestriansothebysrealty.com exurbiasothebysrealty.com fullersothebysrealty.com gibsonsothebysrealty.com m glaciersir.com m sirguadalajara.com m gulftobaysothebysrealty.com om gustavewhite.com om hallmarksir.com com harborsidesir.com r.com heritagehousesothebysrealty.com ty.com hodgekittrellsir.com lsir.com huntcountrysir.com rysir.com israelsir.com raelsir com jamesonsir.com juliabfee.com justinwinter.com klsir.com kuperrealty.com lenihansothebysrealty.com sirloscabos.com luskandassociates.com malta-sothebysrealty.com manormorsir.com
marketplacesothebysrealty.com mnsir.com milan-sothebysrealty.com monserrattrealty.com mottandchace.com npsir.com northcountrysir.com oceansir.com pacificsothebysrealty.com pacsir.com philippinesothebysrealty.com premiersothebysrealty.com premie princegeorgesir.com princ puertoricosothebysrealty.com pue realogicssothebysrealty.com re renwicksothebysrealty.com r sirrivieramaya.com robinsonsir.com russellpostsir.com sanmiguelsothebysrealty.com selectsothebysrealty.com sierrasothebysrealty.com sothebysrealty-france.com sothebysrealty.lu soleilsir.com sothebysrealty.co.uk steamboatsir.com stirlingsir.com streetsothebysrealty.com summitsothebysrealty.com sunvalleysir.com synergysir.com tateandfoss.com telluridesothebysrealty.com foresthillsrealestate.com f thebearsclubsir.com th thelipmangroupsothebysrealty.com the todaysothebysrealty.com toda towneandcountryinc.com towne treasurecoastsir.com treasure ttrsir.com turksandcaicossir.com sothebysrealtyusvi.com unlimitedsir.com wardwight.com warrenlewis.com waterfieldsir.com wssir.com williampitt.com wishsir.com
EXCLUSIVE GLOBAL PARTNER SITES 59
GLOBAL ADVERTISING Through the Sotheby’s International Realty brand we participate in a print and digital listing advertising program that leverages high-profile, global media partners to offer targeted reach and vast worldwide exposure. The strong presence we maintain in print vehicles fosters important brand recognition and results in exceptional exposure not only for those listings advertised, but for all of our listings company-wide as the advertisements drive traffic back to our website. At the same time, our digital advertising program delivers significant impressions with renowned online publications. The program is another vehicle through which our clients experience the benefits of the tremendous reach and marketing strength of the Sotheby’s International Realty brand. 60 GLOBAL ADVERTISING
AR
January 2015
RT& HOME The elements of an extraordinary life.
GLOBAL ADVERTISING 61
OUR PROMISE
William Pitt and Julia B. Fee Sotheby’s International Realty offers a world of advantages to purchasers and sellers in Connecticut, Westchester and beyond. These include a legendary heritage of expertise, access to a global referral network of approximately 760 offices in 60 countries and territories on six continents, an exquisite online presentation, exclusive media partnerships, global print and digital advertising, an extensive content and social media initiative, and much more. We leverage all of these advantages to offer an unparalleled experience for those seeking to buy and sell fine real estate in all price ranges. We welcome the opportunity to work with you.
62 OUR PROMISE
63
williampitt.com juliabfee.com ©MMXV WPS Holdings, LLC and Sotheby’s International Realty Affiliates LLC. All Rights Reserved. Sotheby’s International Realty® is a registered trademark licensed to Sotheby’s International Realty Affiliates LLC. An Equal Opportunity Company. Equal Housing Opportunity. Each Office Is Independently Owned And Operated.
64