T H E A DVA N TAG E
William Pitt Julia B Fee 1
THE NEW YORK TIMES
2
ONLY ONE REAL ESTATE BRAND HAS IT ALL. At William Pitt and Julia B. Fee Sotheby’s International Realty, we bring a number of advantages that are ours alone: The best listing exposure through exclusive marketing partnerships with iconic media brands A centuries-old heritage with both local and worldwide renown An international referral network connecting buyers and sellers locally and globally A multiple award-winning website delivering the finest online presentation of every property • Real Trends, 2015: #1 Best Designed Real Estate Website in the Country, #3 in Best Mobile Experience, #3 in Best Neighborhood Pages/Strategy, #5 in Best Overall Real Estate Websites • Webby Awards, 2016: The only residential real estate brokerage named an Official Honoree in the real estate website category of the “Internet’s highest honor” (The New York Times) • WebAwards, 2016: Best Professional Services Website • W3 Awards, 2016: Best in Show for Visual Appeal, Gold Award winner for Website Video Features 3
CONTENTS
4
6
Our Heritage
38
London Times
8
Sotheby's Auction
40
Forbes
10
Global Presence
42
Mastercard
12
SothebysRealty.com
43
Pan-Asian
14
Our Local Website
46
Specialty Sites
16
Exclusive Global Partner Sites
48
Apple TV
17
Global Distribution
49
Public Relations
18
Zillow and Trulia
51
Social Media
19
Media Partnerships
52
Social Advertising
20
The New York Times
53
Video
25
The Wall Street Journal
54
3D Showcase Tour
28
Mansion Global
55
Search Engine Marketing
31
Architectural Digest
56
Retargeting Ads
34
Elle Décor
57
Client Marketing Summary
36
Financial Times
58
Our Promise
8 SOTHEBY’S AUCTION
Cover Photo By: Michael Bowman, bowmanphoto.com Cover Property: New Fairfield, Connecticut
25 THE WALL STREET JOURNAL
54 3D SHOWCASE TOUR
56 RETARGETING ADS
48 APPLE TV 5
OUR HERITAGE William Pitt Real Estate was founded in 1949 and built on a commitment to extraordinary customer service and community expertise, the same principles that Julia B. Fee Real Estate 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 markets. Upon joining forces and affiliating with the Sotheby’s International Realty® global network, the combined firm became recognized as the preeminent real estate brokerage company serving Connecticut, Westchester County, New York and the Berkshires in Massachusetts.
THE ADVANTAGE: Local real estate expertise with reach in key markets all over the world. • 31st largest real estate brokerage in the country* • 26 brokerage offices in three states • More than 1,000 sales associates
*
6
By sales volume, REAL Trends
THE NEW YORK TIMES
Lenox
Great Barrington
BERKSHIRE COUNTY
Lakeville
TOLLAND COUNTY LITCHFIELD COUNTY
WINDHAM COUNTY
HARTFORD COUNTY
Litchfield Kent
Washington Depot
MIDDLESEX COUNTY NEW HAVEN COUNTY
Danbury
Essex
New Canaan
Irvington
Old Lyme
Madison Guilford
Ridgefield
WESTCHESTER COUNTY
NEW LONDON COUNTY
FAIRFIELD COUNTY Wilton
Stratford
Southport Westport
Rowayton Darien Stamford (2)
26 BROKERAGE OFFICES IN 3 STATES
Scarsdale Rye Bronxville
Larchmont
7
SOTHEBY’S AUCTION The oldest company listed on the New York Stock Exchange (BID), the legendary Sotheby’s auction house was founded in 1744 and quickly earned worldwide renown for expertly marketing some of the world’s most valuable possessions while delivering incomparable service. In 1976 Sotheby’s founded Sotheby’s International Realty on these same principles, recognizing the need to offer its clients the same expertise and peerless marketing in the purchase and sale of real estate. Today, realty and auction collaborate on exclusive marketing efforts targeting a coveted and influential audience.
THE ADVANTAGE: EXCLUSIVE exposure to Sotheby’s high-end clientele. Web and print promotion drives buyers to sothebysrealty.com, which EXCLUSIVELY features our listings. • EXCLUSIVE listing promotion in Sotheby’s locations throughout its global network of 90 offices in 40 countries, including salesrooms in New York, London, Hong Kong and Paris • EXCLUSIVE listing promotion across the Sotheby's website, sothebys.com, consistently one of the top five referring sites to our own brand website, sothebysrealty.com • EXCLUSIVE additional listing exposure through a literary collaboration with Sotheby’s proprietary publications, with a digital distribution of 190,000 and a print distribution of over 60,000 including 12,000 of the highestspending auction clients, high-profile auction events and all Sotheby's offices worldwide
8
9
GLOBAL PRESENCE
Sotheby’s International Realty is the most prestigious and impactful global real estate brand, comprising a network of highly respected real estate companies in sought-after markets all over the world. Our affiliation within this network allows us to achieve broader exposure than any other firm for our listings. Our white glove referral program is a key differentiator, allowing network members to connect qualified buyers and sellers from well beyond our local markets.
THE ADVANTAGE: We quickly communicate local property information to a worldwide base of qualified clients. • Listings showcased to a worldwide network of more than 880 offices representing potential buyers in approximately 70 countries and territories on six continents • A brand that maintains one consistent visual identity from one market to the next, resulting in unparalleled brand recognition all over the world • William Pitt and Julia B. Fee Sotheby’s International Realty is one of the largest and most influential affiliates within the worldwide Sotheby’s International Realty network
10
TTR SIR, Washington, District Of Columbia, USA
Realogics SIR, Seattle, Washington, USA
Wish SIR, Sherman Oaks, California, USA
Lew Geffen SIR, Gauteng, South Africa
11
SOTHEBYSR EALTY.COM The number one luxury real estate website in the world, sothebysrealty.com attracts far more buyers to search, view and inquire than our competitors, delivering a beautiful and compelling presentation of more than 50,000 properties represented by our network worldwide.
THE ADVANTAGE: EXCLUSIVELY featuring our listings, sothebysrealty.com represents the culmination of our full media strategy detailed throughout this book, with 2+ million unique visitors every month. • A high-quality presentation of all properties regardless of price point, with full-screen, high-definition videos, high-resolution photography, 3D virtual tours built seamlessly into listing pages and more • Search by sought-after lifestyles from farm and ranch to waterfront, ski, historic and golf • A seamless presentation on every platform from desktop to mobile to tablet • GPS-enabled mobile app allowing users to find nearby homes for sale and even get driving directions • International features including the ability to choose from 18 languages and dialects, and convert prices into more than 50 currencies
12
* REALREAL ESTATE WEBSITE RANKINGS LUXURY ESTATE WEBSITE RANKINGS
JULY2016 2016––JUNE JUNE2017 2017 JULY coldwellbankerluxury.com
halstead.com
compass.com
luxuryportfolio.com
christiesrealestate.com
houlihanlawrence.com elliman.com
luxuryrealestate.com
berkshirehathawayhs.com
raveis.com
knightfrank.com
sothebysrealty.com
2,500,000
VISITORS PER MONTH
2,142,857
1,785,714
1,428,571
1,071,428
714,285
357,142
0
JULY ‘16
AUG ‘16
SEPT ‘16
OCT ‘16
NOV ‘16
DEC ‘16
JAN ‘17
FEB ‘17
MAR ‘17
APR ‘17
ANNUAL WEB STATS **:
TOP REFERRING SITES **:
• 22 million visits • 100 million page views • 45 million property detail page views • 60% of visits from outside the U.S.
1. Facebook.com 2. Zillow.com 3. WSJ.com 4. Sothebys.com 5. JamesEdition.com
MAY ‘17
JUNE ‘17
*Data pulled from SimilarWeb.com, July 2016 – June 2017 ** SothebysRealty.com statistics for full year 2016, Google Analytics
13
OUR LOCAL WEBSITE It’s easy to see why our website has received so many accolades, with features including full-screen, high-definition property and community videos, robust content on every listing page, 3D virtual tours built seamlessly into property detail pages, site customization according to the user’s location, the ability to custom tailor with personal preferences, strong search functionality and much more.
• Real Trends, 2015: #1 Best Designed Real Estate Website in the Country, #3 in Best Mobile Experience, #3 in Best Neighborhood Pages/Strategy, #5 in Best Overall Real Estate Websites • Webby Awards, 2016: The only residential real estate brokerage named an Official Honoree in the real estate website category of the “Internet’s highest honor” (The New York Times) • WebAwards, 2016: Best Professional Services Website • W3 Awards, 2016: Best in Show for Visual Appeal, Gold Award winner for Website Video Features
THE ADVANTAGE: An incredible user experience entices buyers to visit one of the country’s top-ranked real estate websites, providing all the information they need to find their next home. • With access to 10 local MLSs, our site showcases approximately 100,000 active listings in addition to more than 50,000 properties worldwide represented by the Sotheby’s International Realty network • Property updates from the MLS occurring far more frequently than the sites of any competitor • The ability to search listings by area school districts and elementary schools, travel times to Grand Central in New York City and more, with the same information appearing on each listing page • Optimized for full compatibility across all devices—desktop, tablet and mobile • International features including the ability to choose from 18 languages and dialects, and convert prices into more than 50 currencies 14
WILLIAMPITT.COM JULIABFEE.COM
ANNUAL WEB STATS *: • 3 million visits • 12 million page views • Visits from more than 190 countries and territories • 52% of traffic from mobile
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. 2016
15
EXCLUSIVE GLOBAL PARTNER SITES Our EXCLUSIVE partnerships with over 100 Sotheby’s International Realty affiliate brokerages around the world positions our listings on their websites, reaching over 12 million visitors per year. alliancesothebysrealty.com artisansothebysrealty.com sir-abcislands.com atlantafinehomes.com baysir.com thebearsclubsir.com beijingsir.com belizesir.com bgsir.com brazensothebysrealty.com bvisothebysrealty.com bytheseasir.com callawayhenderson.com carvillsir.com sircaymanislands.com celiadunnsir.com chapinsothebysrealty.com coastalsir.com sircostarica.com sirbahamas.com deckerbullocksir.com dielmannsothebysrealty.com dbsir.com dreyfussir.com ellissothebysrealty.com encoresothebysrealty.com enwicksothebysrealtycom foresthillsrealestate.com frankhardy.com gibsonsothebysrealty.com ginevrasir.com glaciersir.com goldcoastsir.com sirguadalajara.com gulftobaysothebysrealtycom gustavewhite.com hallmarksir.com harborsir.com harborsidesir.com hcronerrealestate.com heritagehousesothebysrealty.com heritagesir.com hodgekittrellsir.com israelsir.com jamesonsir.com juliabfee.com klsir.com kuperrealty.com landmarksothebysrealty.com thelipmangroupsothebysrealty.com legacysir.com lenihansothebysrealty.com listsothebysrealty.com
THE ADVANTAGE: EXCLUSIVE listing exposure on the websites of Sotheby’s International Realty affiliates worldwide from New York to London and Hong Kong to Russia.
16
global.listsothebysrealty.co.jp sirloscabos.com luskandassociates.com maltasothebysrealty.com manormorsir.com marketplacesothebysrealty.com mauritius-sothebysrealty.com milan-sothebysrealty.com mnsir.com monumentsothebysrealty.com nicaraguasir.com northcountrysir.com oceansir.com pacificsothebysrealty.com pacsir.com premiersothebysrealty.com puertoricosothebysrealty.com queretarosothebysrealty.com rsir.com regosothebysrealty.com sirrivieramaya.com robinsonsir.com russellpostsir.com sanmiguelsothebysrealty.com selectsothebysrealty.com shoresir.com sierrasothebysrealty.com soleilsir.com sothebysrealty.lu stmartinsir.com steamboatsir.com streetsothebysrealty.com sullivanbi.com summitsothebysrealty.com sunvalleysir.com synergysir.com tateandfoss.com todaysothebysrealty.com towneandcountryinc.com treasurecoastsir.com ttrsir.com turksandcaicossir.com sothebysrealtyusvi.com unlimitedsir.com venturesir.com sirvillage.com vistasir.com wardwight.com warrenlewis.com waterfieldsir.com williampitt.com wishsir.com wssir.com
GLOBAL DISTRIBUTION With over 90% of buyers searching for homes online*, we distribute our properties with high-resolution photography to the most significant media companies and real estatefocused websites in the world.
THE ADVANTAGE:
CASCADING WEBSITES
Strategic placement of your property attracting buyers to click, view and inquire. Drives buyers to our local site and to sothebysrealty.com, which EXCLUSIVELY features our listings.
* According to the National Association of Realtors
17
ZILLOW AND TRULIA Zillow and Trulia are the two largest, most highly trafficked real estate search portals, and Zillow is consistently one of the top five referring sites to our own brand website, sothebysrealty.com. Our marketing partnership with these two sites ensures the most views possible for your property.
THE ADVANTAGE: Strategic placement of your property attracts buyers to click, view and inquire. Drives buyers to our local site and to sothebysrealty.com, which EXCLUSIVELY features our listings. • Your listing receives exposure to over 170 million monthly unique real estate buyers on Zillow Group and partner sites including Trulia, Streeteasy, Hotpads, Yahoo!, AOL, MSN and Leju
18
MEDIA PARTNERSHIPS Our media plan comprises exclusive avenues of exposure through the world’s most respected media powerhouses, including several industry-first partnerships that allow our brand to successfully connect with a global audience of qualified real estate consumers. With an emphasis on exclusivity, cutting-edge technologies, strategic positioning, social traffic drivers and video content integration, our marketing plan solidifies our position as the leader in real estate worldwide. 20
The New York Times
25
The Wall Street Journal
28
Mansion Global
31
Architectural Digest
34
Elle DĂŠcor
36
Financial Times
38
London Times
40
Forbes
42
Mastercard
43
Pan-Asian
46
Specialty Sites
48
Apple TV 19
THE NEW YORK TIMES
The New York Times has been consistently recognized as the preeminent newspaper of record globally, setting the bar among leading news brands since 1851 and taking home more Pulitzer Prizes than any other paper. Our partnership with The New York Times blends exclusivity and trailblazing technology to reach a worldwide audience of over 118,000 million unique users per month on its website, nytimes.com.
THE ADVANTAGE: EXCLUSIVE positioning in highly trafficked editorial areas of the most influential news source in the world, driving buyers back to sothebysrealty.com, which EXCLUSIVELY features our listings. Strategic placement of your property attracts buyers to click, view and inquire. Prominent company ads featuring an EXCLUSIVE property search widget, driving buyers back to williampitt.com, where all listings are featured.
20
549,000,000
$152,157
118,000,000
PAGE VIEWS PER MONTH
MEDIAN HOUSEHOLD INCOME
UNIQUE MONTHLY VISITS
THE NEW YORK TIMES
We are the EXCLUSIVE sponsor of all editorial real estate slideshows with The New York Times, including the highly popular “On the Market,” “Living In,” “What You Get” and “International Real Estate” columns. Our brand’s listing ads are incorporated into the beginning, middle and end of each and every slideshow across platforms, serving as our overall media campaign’s #10 traffic driver to sothebysrealty.com. The slideshows are completed by audiences 90% of the time. 21
THE NEW YORK TIMES
For 2017 we have secured the headlining billboard ad position at the very top of The New York Times Real Estate section homepage, showcasing our company and listings to the Times’ tremendous readership based in New York City as well as regionally, nationally and internationally. Our prominently positioned ad will appear throughout March, April, June and October this year at a minimum of one of every four times a user visits the page. The ad comes complete with our own exclusive property search engine, allowing users to search all company listings—and only our company’s listings—right from the top of NYTimes.com/realestate. 22
THE NEW YORK TIMES
The New York Times’ own T Brand Studio works in collaboration with our brand to develop special lifestyle-themed editorial content showcasing our most luxurious listings, which readers will discover through our brand’s EXCLUSIVE portal on the landing page of the Times’ “The High End” real estate section
NYTimes Influencer Collaboration Hello Society Program
Custom Content: 12 Custom Posts total 6 Influencers total
Dinner Party Execution: Dinner for 8 (1 activation) 3 influencers (+1) per dinner (total of 6 influencers) Sotheby’s International Realty Affiliates LLC Catering, decorations etc.
Benchmarks: 2M Impressions 25k engagements
Our custom content posted in “The High End” is further promoted through a group of key influencers selected by The New York Times through its “Hello Society” network, reaching a coveted audience across these influencers’ own social media pages ®
23
THE NEW YORK TIMES
All of our listings are included in the real estate search section of nytimes.com as well as on the INYT.com global edition, with benefits including: • Placement of your property in front of 1.27 million visitors per month • The most impactful online presentation with unique features including high-resolution photography, custom property descriptions and property videos • Our property videos are incorporated directly into each property’s listing detail page on nytimes.com
24
THE WALL STREET JOURNAL
Our partnership with The Wall Street Journal, including its US, Europe, China and Asia editions, allows the Sotheby’s International Realty brand to reach the international business elite across newspapers, websites, magazines, social media and video through unique and EXCLUSIVE positioning of the properties represented by our network.
THE ADVANTAGE: EXCLUSIVE positioning in highly trafficked editorial areas of the leading environment for connecting with affluent home buyers. Strategic placement of your property attracts buyers to click, view and inquire. Drives buyers to sothebysrealty.com, which EXCLUSIVELY features our listings.
166,000,000
$183,259
43,000,000
PAGE VIEWS PER MONTH
MEDIAN HOUSEHOLD INCOME
UNIQUE MONTHLY VISITS
25
THE WALL STREET JOURNAL
We are EXCLUSIVELY and prominently featured on the homepages of The Wall Street Journal’s Europe, China and Asia editions, which delivered over 50 million impressions and 50,000 visitors to sothebysrealty.com in 2016 26
THE WALL STREET JOURNAL
For more than a third of the year on Fridays—and during key real estate months—our brand has EXCLUSIVE advertising ownership of every single real estate article in The Wall Street Journal’s online real estate section, with ads appearing throughout each article and set to feature on the section’s most highly trafficked day of the week
A custom Sotheby’s International Realty video series, “Houseguest” follows well-known, influential people, from chefs to photographers to painters and more, as they take inspiration from a guest stay in a home represented by our brand. An EXCLUSIVE part of our marketing partnership, these videos will be hosted by both The Wall Street Journal and Mansion Global, and promoted across the Journal’s social channels 27
MANSION GLOBAL Mansion Global connects affluent buyers around the world with prestige properties, and empowers its readership to make informed real estate decisions with insightful market data, in-depth analysis and relevant, compelling original content from across News Corp including premium publications such as The Wall Street Journal. The multilingual platform reaches an audience comprising 70% international readers and 30% domestic.
THE ADVANTAGE: EXCLUSIVE positioning on a premier, internationally focused destination for affluent buyers. Strategic placement of properties above $1,000,000 attracts buyers to click, view and inquire. Drives buyers to sothebysrealty.com, which EXCLUSIVELY features our listings.
28
4,700,000
$390,244
2,000,000
PAGE VIEWS PER MONTH
MEDIAN HOUSEHOLD INCOME
UNIQUE MONTHLY VISITS
MANSION GLOBAL
Mansion Global’s signature front page carousel ad is the first thing a user sees upon entering the site, and through our partnership our brand receives double the exposure of any other advertiser. EXCLUSIVE to our brand from March through May of 2017, we will also be the first real estate brand ever to run featured property videos in this section of the site.
The “Featured Listings” section on Mansion Global’s homepage prominently displays one of our properties 10% of the time a user visits the page, with selected properties achieving 11 times the visits and 10 times the page views of other listings
29
MANSION GLOBAL
EXCLUSIVE to our brand on every Friday, we have total advertising ownership of every single article page site-wide, with high-impact ads showcasing our brand to readers throughout each article
EXCLUSIVE to our brand, Mansion Global will host a permanent, always-on library of Sotheby’s International Realty content including “Houseguest” (as described in The Wall Street Journal section on page 27), brand videos, listing videos and 3D Showcase Tour property content (as described further on page 54)
30
ARCHITECTURAL DIGEST
Architectural Digest (AD) reaches a discerning audience of architects, interior designers and affluent design enthusiasts. Through its print and digital editions including architecturaldigest.com, AD provides an exclusive view into the world’s most beautiful homes, inspiring its millions of influential readers to redesign and refresh their lives.
THE ADVANTAGE: EXCLUSIVE positioning in highly trafficked editorial areas of the premier site covering architecture, design and high-end real estate. EXCLUSIVE property search widget accessing only our listings. Drives buyers to sothebysrealty.com, which EXCLUSIVELY features our listings.
20,488,759
$110,554
1,922,330
PAGE VIEWS PER MONTH
MEDIAN HOUSEHOLD INCOME
UNIQUE MONTHLY VISITS
31
ARCHITECTURAL DIGEST
The brand has EXCLUSIVE ownership of AD’s real estate section index page across all platforms—desktop, tablet and mobile—with always-present, year-round brand ads featuring our own built-in property search widget accessing only our listings 32
ARCHITECTURAL DIGEST
AD’s e-newsletters delivered to 250,000+ subscribers throughout the year, and opened approximately 40% of the time, feature our ads in several editions throughout 2017—an EXCLUSIVE for our brand in the issues in which we appear
For the months of March, April, September and October 2017, the brand has EXCLUSIVE ownership of every single real estate-related article on the site, with alwayspresent brand ads
We will post directly from AD’s Instagram account several times per year, sharing immersive video stories including 360-degree videos with the publication’s large social following 33
ELLE DÉCOR
Where style and design meet, Elle Décor is the interiors destination for the fashion forward, and the guide to luxe living for those to whom great design is not an option but an essential. House Beautiful is the leading authority for those on a quest to create the home of their dreams, and Veranda keeps readers apprised of the finest in design, decorating, travel and more. Taken together, the three luxury and design titles under Hearst serve as the ultimate destination for affluent consumers seeking to beautify their life.
THE ADVANTAGE: Positioning in highly trafficked editorial areas of the premier sites covering luxury home décor and design. Drives buyers to sothebysrealty.com, which EXCLUSIVELY features our listings.
34
6,000,000
$100,467
993,000
PAGE VIEWS PER MONTH
MEDIAN HOUSEHOLD INCOME
UNIQUE MONTHLY VISITS
ELLE DÉCOR
Encompassing Elle Décor, House Beautiful and Veranda, Hearst’s luxury portfolio engages its sophisticated global audience EXCLUSIVELY for our brand through international targeting of our branding ads before real estate lovers in the most affluent destinations around the world
Curated by the publication’s own esteemed editorial team, an alwayspresent Sotheby’s International Realty destination page hosted by Elle Décor features EXCLUSIVE photo collections of our properties
Integrating brand videos throughout, Elle Décor‘s editors run gallery slideshow stories EXCLUSIVELY showcasing our brand’s properties aligning with specially chosen design themes, with each slide clickable to drive readers to sothebysrealty.com 35
FINANCIAL TIMES
The definitive home for business intelligence on the web, the website of the Financial Times, FT.com, provides the global business community with trusted news, analysis, data and tools. With over 6 million registered users, Financial Times reaches the world’s most influential budget-holders, opinion-formers and purchase decision-makers.
THE ADVANTAGE: Strategic placement of your property attracts buyers to click, view and inquire. EXCLUSIVE property search widget accessing only our listings. Drives buyers to sothebysrealty.com, which EXCLUSIVELY features our listings.
36
106,000,000
$413,000
17,856,886
PAGE VIEWS PER MONTH
MEDIAN HOUSEHOLD INCOME
UNIQUE MONTHLY VISITS
FINANCIAL TIMES
EXCLUSIVE to our brand for three months starting in the second quarter of 2017, we will be the first real estate brand ever to run featured property videos before the Financial Times’ elite global readership
Our branding ads are displayed throughout the user’s own property search results as they explore listings in the Financial Times’ real estate search section 37
LONDON TIMES
A premium British brand recognized the world over, The Times has served as a trusted part of the United Kingdom’s cultural heritage for more than 200 years. The Times is the UK’s highest ranked daily publication for reaching the nation’s business elite and high net worth individuals.
THE ADVANTAGE: EXCLUSIVE positioning in the highly trafficked real estate section of the UK’s most prestigious news source. Drives buyers to sothebysrealty.com, which EXCLUSIVELY features our listings.
38
33,000,000
$150,000
6,000,000
PAGE VIEWS PER MONTH
MEDIAN HOUSEHOLD INCOME
UNIQUE MONTHLY VISITS
LONDON TIMES
For nearly every Friday in 2017, we have EXCLUSIVE ownership of Bricks and Mortar, The Times’ weekly Friday real estate section, with our brand ads positioned above every single property article 39
FORBES
For nearly a century, the Forbes brand has developed a unique relationship with the world’s most affluent and discerning individuals, who come to Forbes for trusted insights on business and investing, and their authentic voice in the luxury consumer space. The Forbes audience comprises 94 million people monthly across platforms and industries including influential leaders, consumers and millennials.
THE ADVANTAGE: Brand advertising before a young, influential and internationally minded business community. Drives buyers to sothebysrealty.com, which EXCLUSIVELY features our listings.
40
98,000,000
$94,655
56,000,000
PAGE VIEWS PER MONTH
MEDIAN HOUSEHOLD INCOME
UNIQUE MONTHLY VISITS
FORBES
Large, high-impact branding ads will run on Forbes’ website across platforms throughout 2017
As we launch our Forbes partnership in March, we will have EXCLUSIVE advertising ownership that month of the Homes real estate section of ForbesLife, Forbes’ destination for the finest in fashion, travel, homes, art and dining
41
MASTERCARD For more than 50 years, the Mastercard family of brands, now spanning more than 210 countries and territories, has sought to provide its customers with the ultimate in convenience and financial control through its products, services, tools, solutions and insights. We have launched a unique, industry-first marketing partnership with Mastercard designed to attract high net worth real estate intenders around the world.
THE ADVANTAGE: In a first among real estate brands, an EXCLUSIVE partnership with a major credit card company that positions us before a qualified, high net worth demographic of buyers, and leverages their purchasing power.
Highly targeted ads are served online to those Mastercard users who are most likely to engage with our brand, based on factors such as household income of at least $250,000 and credit card purchasing behavior, including those who buy luxury goods
42
PAN-ASIAN
China represents the world’s largest population with more new millionaires being created than at any time in history, and Chinese buyers reportedly purchased $93 billion in US real estate from 2010 to 2015, according to a 2016 report issued by the Asia Society. To keep our brand front and center before this critical audience of affluent Asian consumers, we have partnered with a number of key Pan-Asian websites.
THE ADVANTAGE: EXCLUSIVE brand positioning on essential Pan-Asian websites visited by high-net-worth Asian buyers. Strategic placement of qualifying properties attracts buyers to click, view and inquire. EXCLUSIVE dedicated Shanghai concierge desk driving qualified referrals to our agents. Drives buyers to sothebysrealty.com, which EXCLUSIVELY features our listings.
43
PAN-ASIAN
JUWAI One of China’s premier real estate search portals, Juwai.com has over 2 million monthly visitors and more indexed pages than all other portals combined on Baidu—China’s largest search engine. Our partnership ensures broad visibility to Chinese buyers searching for homes worldwide, and includes: • Banner ads on the Juwai homepage all year long • A dedicated Juwai-hosted Sotheby’s International Realty landing page, featuring all brand listings • A Shanghai-based support desk serving as a liaison between Chinese consumers inquiring about listings and our network’s sales associates, providing translation services as needed
juwai.com/sothebysrealty
44
PAN-ASIAN
Myfun, an international property search site based in China with a special focus on Australian listings, will EXCLUSIVELY serve our ads to Chinese purchasers on 35 Fridays during 2017 PropGOLuxury.com is one of the largest and fastest growing property portals in the China and Asia Pacific region, powering the real estate distribution and search platforms for leading publications such as The New York Times China edition, Financial Times, South China Morning Post, Singapore Press Holdings Z-Property and Luxury Insider, with Financial Times Chinese, Reuters and Nikkei soon to come. On PropGOLuxury we will have an EXCLUSIVE property search widget accessing only our listings. 45
SPECIALTY SITES LuxuryEstate.com With 500,000 users coming from 217 countries and 5 million page views each month, LuxuryEstate.com is a key portal in international luxury real estate. The site features all of our listings over $1 million, translatable into 11 languages, as well as EXCLUSIVE banner ads on all brand listing pages and on visitors’ own search results pages 10% of the time they conduct a property search
House24.IlSole24Ore.com Owned by Il Sole 24 Ore, the #1 media publisher in Italy, House24 enables users to search for Sotheby’s International Realty properties all over the world—including our local market areas 46
SPECIALTY SITES
JamesEdition.com The world’s first marketplace to offer high-end items spanning multiple product categories from dealers globally, JamesEdition reaches over 600,000 potential buyers from 200 countries monthly, and features all brand listings over $600,000 USD
EconomicTimes.com The world’s second-most widely read English-language business newspaper after The Wall Street Journal, The Economic Times is the publication of record among the top echelons of business and government in India. Our partnership includes an impactful two-day homepage takeover at launch and prominent homepage, news, markets and industry page banner ads during March and April 2017. 47
APPLE TV Apple is the leader in consumer electronics and one of the largest publicly traded companies worldwide. The Sotheby’s International Realty Apple TV app, available on all 4th generation Apple TV devices, offers powerful visuals showcasing over 50,000 properties represented by the brand globally.
THE ADVANTAGE: Brand exposure with the world’s leading technology company. • Offers the ability to explore properties through entered text or Siri dictation, contact sales associates, save searches and bookmark favorite properties • Game Mode allows players to view captivating property photos and guess the location of origin
48
PUBLIC RELATIONS
Our PR team works to secure editorial coverage for our listings in relevant media outlets, and has a strong track record of successful press placements. From prominent publications in the areas we serve like Connecticut Cottages & Gardens and Westchester Magazine, 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 ADVANTAGE: More than 1,500 press placements annually provide excellent exposure for newsworthy properties. A consistent press presence keeps our brand, our listings and our agents top of mind among consumers. A proven source for generating qualified buyer interest. • Exposure for selected notable listings in prominent local, regional, national and international media outlets, in print, online and on television • Draws attention to selected listings, our agents and our company, to the benefit of all of our listings company-wide
49
PUBLIC RELATIONS
NATIONAL AND GLOBAL: Architectural Digest Associated Press Bloomberg Pursuits Boston Globe Boston Magazine Business Insider Country Living Curbed Daily Mail (UK) Departures Elle DĂŠcor Financial Times Forbes.com Good Housekeeping Haute Residence Herald Sun (Australia) House Beautiful Inman News Lonny Magazine LORE Los Angeles Times Mansion Global The Mayfair Magazine (UK) Milano Finanza (Italy) MSN NBC Today The New York Times Ocean Home Palm Beach Daily News Real Trends Realtor.com blog Realtor Magazine
50
Robb Report The Sunday Times Taste of Life (Canada) Tatler (UK and Hong Kong) The Telegraph (UK) Top Agent Top Ten Real Estate Deals Town & Country Variety The Wall Street Journal Washington Post The Week USA Today Yachting Magazine Yahoo! Zillow blog
REGIONAL: Avenue The Commercial Record Connecticut Cottages & Gardens Connecticut Magazine Fairfield County Business Journal The Hartford Courant The Journal News New York Cottages & Gardens The New York Daily News New York Magazine New York Post The New York Times Homes Quest The Real Deal
RISMedia Serendipity WAG Westchester County Business Journal Westchester Magazine
LOCAL: The Berkshire Eagle The Berkshire Edge Berkshire Record Berkshire Style Berkshire Trade and Commerce Connecticut Post The Daily Voice Danbury News-Times Darien News Darien Times The Day Eastchester Review Fairfield Citizen Fairfield Minuteman Greenwich Time Guilford Courier Hamlet Hub Happening in the Hills Harrison Herald
New Canaan/Darien/ Rowayton Magazine New Canaan News New Haven Magazine The New Haven Register New Rochelle Review The Newtown Bee Our Berkshire Times Patch The Pelham Post The Pelham Weekly The Register Citizen Republican-American The Ridgefield Press River Journal Rural Intelligence Rye Record Scarsdale 10583 The Scarsdale Inquirer Shoreline Times Stamford Advocate Stratford Star Voices Westport Minuteman Westport News Westport Now Wilton Bulletin
The Hour
TELEVISION:
The Lakeville Journal
CBS Living Large HGTV NBC Open House News 12
Larchmont Ledger Litchfield County Times Mamaroneck Review My Hometown Bronxville New Canaan Advertiser
SOCIAL MEDIA Engaging consumers through social media is critical in today’s marketplace. Our brand shares its real estate expertise on its Extraordinary Living blog, while our own company blog continually brings visitors back to our site. We have a strong presence on portals such as Instagram, Twitter, Pinterest, LinkedIn and Facebook—one of the top five referring sites to our own. Our sales experts utilize these spaces to promote their listings and open houses, while geo-targeted Facebook ads convert qualified buyers into fresh leads.
THE ADVANTAGE: Brand and properties promoted on powerful social media channels, engaging consumers where they are today. Drives more traffic to our websites than any other referral source.
blog
51
SOCIAL ADVERTISING In 2016 we experienced an incredible surge in organic traffic from Facebook, making it the #1 source of referral traffic to our website. We harness the power of Facebook and Instagram by creating highly targeted ads for our listings, utilizing their unique ability to create custom audiences based on demographics. Both platforms allow us to select those users we want to view our ad campaigns based on their specific locations, interests, behaviors and more.
THE ADVANTAGE: Property promotion on one of the most powerful social media channels, engaging consumers where they are today. Drives users directly to the listing page on our website, from a proven source of tremendous referral traffic.
52
VIDEO With video serving as an ever more critical vehicle for engaging clients, exceptionally produced video content has become a core component of our marketing strategy. We seamlessly integrate high-quality videos throughout our site including our home and property detail pages, highlighting our company, communities and properties. Property videos are also displayed on the Sotheby’s International Realty YouTube channel, which achieves over 10 million views annually, and major real estate search portals such as The New York Times, Mansion Global, LuxuryEstate.com and many more.
THE ADVANTAGE: Properties promoted with custom videos. Important real estate search sites featuring our videos drive buyers to our local website and to sothebysrealty.com, which EXCLUSIVELY features our listings.
53
3D SHOWCASE TOUR Using cutting-edge technology, we are the first residential real estate company in our market areas to incorporate the 3D Showcase Tour directly into our property detail pages. Much like with Google Street View, visitors start with an overhead “dollhouse” view of a home. Then they can simply drop into the room of their choice, view it from every angle and move on to the next at their own pace. The tour immerses visitors into spaces that feel so real it’s as if they are actually there, and is additionally capable of providing a virtual reality experience with the use of virtual reality technology.
THE ADVANTAGE: Properties promoted with custom online virtual tours. Generates increased traffic as more and more buyers make virtual showings their preferred choice of search.
54
SEARCH ENGINE MARKETING A strong search engine presence is imperative for any brand, and both our company and brand have purchased real estate-specific search engine terms for all of the markets we serve. Locally, these result in approximately 1.7 million impressions per month in our areas, while the brand saw over 700 million paid search impressions globally in 2016 *. Robust real estate and community content on our local site, as well as hyper-local terms and keywords, further increases our search engine rankings.
THE ADVANTAGE: Heightened search engine visibility drives more buyers to our local website, where all listings are featured.
* Our numbers were pulled from the January Flying Point report, SIRS (Online marketing brochure, pg 17)
55
RETARGETING ADS Whether visiting us online to browse our listings or learn about our services, web users who have spent time on our website will be reminded of the experience they had there when our ads appear on other sites that they explore. This marketing strategy, known as “retargeting,� has the effect of reengaging these visitors and developing their relationship with our brand, keeping us top of mind among buyers and sellers.
THE ADVANTAGE: Drives buyers who have already demonstrated an interest in our properties and brand back to our local website, where all listings are featured.
56
CLIENT MARKETING SUMMARY We have created a report that provides a comprehensive summary of important marketing activity surrounding each property so that sellers are kept apprised of all online and print marketing efforts, including listing distribution, print advertising and press placements. We also provide any available metrics such as online views and where viewers are located.
THE ADVANTAGE: Clients are provided with regular updates on all marketing efforts for their listing and related data
57
OUR PROMISE
William Pitt and Julia B. Fee Sotheby’s International Realty offers a world of advantages to purchasers and sellers in Connecticut, Westchester County, the Berkshires and beyond. These include the most sophisticated and far-reaching marketing for every listing, the most advanced online presentation and technological tools for meeting the modern needs of buyers and sellers, and through our exceptional sales force, an unmatched level of guidance and expertise—all delivered with the same white-glove service at every price point. We invite you to work with us for a truly unparalleled concierge-style experience.
58
THE NEW YORK TIMES
59
THE NEW YORK TIMES
williampitt.com juliabfee.com ©MMXVII 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. 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.
60