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Editor's Notes

1. Using this guide: Value is communicated through Benefits. The information provided on each page of this tutorial will enable you to articulate the brands unique value proposition to the prospective seller beyond just the features of the tool or media partnership, but how they will benefit from the use of those features. The overall goal is for the seller to see the value both you and your company bring to the table to assist them in achieving their goal of getting their home sold. Remember, YOU are the presentation. This visual is to support your efforts. Use the “Discover More” links embedded on this presentation to further showcase our brand’s collaboration. Lastly, review and practice the presenter notes and make them your own until they become a conversation, not a presentation
2. The Sotheby’s International Realty network is an exclusive association of high-quality residential brokerage companies throughout the world. Our broker-to-broker referral network supplements the personal network that our sales associated have developed over their professional careers. The seller benefits from this referral network as it demonstrates the opportunities that could exist for a buyer referral either through the network or even via an auction house referral.
3. Artfully Uniting Extraordinary Homes with Extraordinary Lives is the vision of Sotheby’s International Realty. While we are a brand known for luxury, our focus is providing an extraordinary customer experience in any price range.
4. Unlike many traditional franchises, regional or local real estate firms, Sotheby’s International Realty has representation in “like” markets around the globe. The seller will benefit as these markets can act as catalysts for one another in generating clients and customers.
5. Marketing benefits from reach and frequency. Our media partners have been carefully chosen based on their ability to effectively deliver reach, frequency, as well as distribution. The core of our media strategy positions property photography front and center on multiple digital platforms in order to engage the online consumer. The cumulative effect of our brand marketing on NewYorkTimes.com, WallStreetJournal.com the InternationalHeraldTribune.com, BBC.com, the DailyTelegraph.com and the SouthChinaMorningPost.com positions our media plan to deliver 195 million impressions in 2011. The seller benefits because the interactive imagery is designed to get the consumer to take action and creates opportunities for the prospect to discover the seller’s home on sothebysrealty.com. Additional benefits are: • Creating Global Connections • Channeling our brand to our partners loyal followers • Positioning our listings in as many engaging ways as possible {Additional pages and information about each of our media partners follows this page}
6. The gift we have been given is the tradition, character, and equity of Sotheby’s brand name. The seller benefits from this brand recognition and the reputation of exceptional service that you provide to your clients here and around the world.
7. There are many options for you to show the connections between you and the world-renown Sotheby’s Auction House, but this collaboration can benefit the seller through the leveraging of the brand name, cooperative advertising, and auction consignments. See the brochure entitled “Sotheby’s Auction House – A Collaboration That Truly Sets Us Apart” for supplemental info.
8. Both direct mail and professionally printed, compelling marketing brochures are a valuable addition to the overall marketing strategy of the sellers home. Direct mail like “Introducing…” postcards in print and electronic format can provide additional exposure and interest. By combining expert-style photography with attention getting narrative details, the brochure will aid in attracting buyers locally, nationally, and globally. Skillful marketing combines the power of interactive and direct mail marketing to generate additional consumer interest.
9. Both direct mail and professionally printed, compelling marketing brochures are a valuable addition to the overall marketing strategy of the sellers home. Direct mail like “Introducing…” postcards in print and electronic format can provide additional exposure and interest. By combining expert-style photography with attention getting narrative details, the brochure will aid in attracting buyers locally, nationally, and globally. Skillful marketing combines the power of interactive and direct mail marketing to generate additional consumer interest.
10. Both direct mail and professionally printed, compelling marketing brochures are a valuable addition to the overall marketing strategy of the sellers home. Direct mail like “Introducing…” postcards in print and electronic format can provide additional exposure and interest. By combining expert-style photography with attention getting narrative details, the brochure will aid in attracting buyers locally, nationally, and globally. Skillful marketing combines the power of interactive and direct mail marketing to generate additional consumer interest.
11. Prospective buyers gather a wealth of information on these social networking sites, which is why we place great effort into gaining presence within these unique personal and professional communication tools. Social media is designed to be an addition to the brands overall online marketing strategy to drive more consumers to the LegacySIR.com website and provide more opportunities for our seller clients. This is also done on a global scale with the SIR brand. Use the “Facebook” and “Twitter” links to further showcase this collaboration.
12. Marketing benefits from reach and frequency. Our media partners have been carefully chosen based on their ability to effectively deliver reach, frequency, as well as distribution. The core of our media strategy positions property photography front and center on multiple digital platforms in order to engage the online consumer. The cumulative effect of our brand marketing on NewYorkTimes.com, WallStreetJournal.com the InternationalHeraldTribune.com, BBC.com, the DailyTelegraph.com and the SouthChinaMorningPost.com positions our media plan to deliver 195 million impressions in 2011. The seller benefits because the interactive imagery is designed to get the consumer to take action and creates opportunities for the prospect to discover the seller’s home on sothebysrealty.com. Additional benefits are: • Creating Global Connections • Channeling our brand to our partners loyal followers • Positioning our listings in as many engaging ways as possible {Additional pages and information about each of our media partners follows this page}
13. Features: Click 1: • All Sotheby’s International Realty listings are fed directly into the WSJ.com real estate search portal • Sotheby’s International Realty listings will be showcased in prime featured ad positions on the real estate home page. Benefit: • Delivers increased global exposure through WSJ.com, ASIA.WSJ.com, and EUROPE.WSJ.com Click 2: Business of Extraordinary Living Feature: Collaborative microsite with the Wall Street Journal o Living: Lifestyle Trends o Insights: Data/Statistics o The Address: Property Showcase o The Brand: Our History and Relationship with the Auction House Benefits: • Exclusive gateway to Sotheby’s International Realty content • Extended impressions and increased awareness of our brand, our affiliates, and their properties • Showcases us as the experts not only in marketing properties, but also luxury lifestyles • Illustrates our networks local reach to a global audience • Creates an opportunity for the consumer to connect the dots between the real estate brand and the auction house. The access to the privileged audience of the WSJ network provides you with a unique and targeted benefit. Use the “Discover More” link to further showcase this collaboration
14. Click 1: Sotheby’s International Realty sponsors both the New York Times iPad application Click 2: And iPhone application showcasing the brand and exclusive real estate banner ads.
15. Features: 30,000,000 unique monthly visitors in 2010 NYT.com/sothebysrealty.com “Extraordinary Living” micro site Exclusive gateway to Sotheby’s International Realty content with links to: • Relevant real estate news • Reside and Reside Locale magazines • Featured properties • Lifestyle comparisons • Property search • Listing integration with New York Times lifestyle content throughout NYT.com Great Homes & Destinations – Premier online marketplace for luxury real estate Discreet engagement – photo journalistic slideshows on NYTimes.com features Sotheby’s International Realty brand ads with our listings T-Magazine.com – two fixed placement banner ads with 100% share of voice T-Magazine in print – reaches sophisticated and affluent audiences Key Magazine in print – NYT bi-yearly magazine focused on real estate. Benefits: • Exclusive Gateway to Sotheby’s International Realty content • Positioning of our listings front and center • Reaches affluent buyers • Extended impressions and increased awareness of our brand, our affiliates, and their properties Our collaboration with the NYT provides global private access to their engaged worldwide readership. Use the “Discover More” link to further showcase this collaboration.
16. Click 1: Worlds largest broadcasting corporation with 70 news bureaus across the globe 29 million unique monthly visitors to their website 78% of traffic to their website comes from outside of the U.K. Benefits: Leveraging the BBC’s global influence creates world wide exposure for the SIR Brand, our affiliate companies, our listings, and sales associates. Click 2: Our marketing program with the BBC is the first of its kind for this global media icon and provides our brand with exclusive access to their online audience. Use the “Discover More” link to further showcase this collaboration.
17. The United Kingdom’s best selling newspaper hosts more than 32 million unique visitors around the world via their website, making this a profound opportunity to market the listings you represent. Our partnership celebrates the world’s best places to live and showcases our network’s listings in the featured areas. 200 of the world’s best places to live have been hand-selected by our brand and integrated into custom content along with interactive maps denoting available listing locations. Visitors to the telegraph.co.uk will also have the ability to search our listings within the Telegraph’s online real estate portal. Our collaboration with The Telegraph positions our brand in a dominant manner geared to deliver 18 million impressions. Use the “Discover More” link to further showcase this collaboration.
18. Our robust media plan provides maximum global exposure for network listings through strategically placed, media rich banner ads running on two of the world’s most respected global news sites – FT.com and scmp.com. The ability to extend our reach via these targeted media partners allows us to create unique global connections for a client’s home throughout Europe and the Pacific Rim. Use the “Discover More” link to further showcase this collaboration.
19. Targeted reach in different demographics can create vast global exposure for the seller’s property.
20. Our office typically advertise in these publications.
21. Reside Locale is a regional publication that provides additional, high end exposure for your seller clients. Check to see if your region or even your company produces this magazine and show case a copy at the presentation.
22. • Sotheby’s At Auction is the signature publication of the auction house, showcasing the best that Sotheby’s has to offer worldwide. Sotheby’s At Auction features lavish artwork and a rich editorial blend of interviews, commentary and in-depth reporting. • Reside is Sotheby’s International Realty signature publication. Circulation is approximately 100,000 copies with a certain amount earmarked for subscribers of Sotheby’s At Auction.
23. An “eBook” is also available for electronic distribution. In both cases the seller benefits through exclusive exposure to wealthy and accomplished readers.
24. Features: • Global Distribution Program is for properties valued at $1.5M USD and above will be given the option to utilize this program. One copy of the brochure is sent to each Sotheby’s International Realty office worldwide as well as three copies sent to each Auction House location for display. A host of regional distribution channels are also available at varying costs. • Utilizing the same guidelines as above, eGallery is a real time, dynamic property slide show displayed on flat screen televisions in Sotheby’s Auction House locations as well as Sotheby’s International Realty offices around the world. Benefits: • Both the Global Distribution Program and eGallery are designed to provide exclusive worldwide reach and exposure of your property to qualified clientele around the world.
25. The New sothebysrealty.com has unique, global features and functions like no other website in the world. Click 2: Videos: Every listing is accompanied by a narrated property slide show which can be listen to by the consumer in their preferred language. Language Translation: 35% of visitors to sothebysrealty.com come from outside the U.S. To serve this global audience. Our brand’s translation is created by native speaking, professional translators. Click 3: Currency Conversion - property list prices can be displayed in over 40 currencies which are updated 3 times per day. Benefit: In an ever increasing global marketplace, we are creating an online environment for the international homebuyer that is more accessible and more engaging so they are more inclined to take action and inquire on the seller’s home. Click 4: Focus on Photography: Research shows that homebuyers ranked photography as the most important feature on a real estate website. The ability to showcase up to 50, high resolution photos of each property allows the potential homebuyers can zoom in on details or expand to a full screen. This benefits the seller because the more the online consumer is engaged, the more likely they are to take action and inquire on the property. Use the “Discover More” link to further showcase this collaboration.
26. SothebysRealty.com represents the starting point of a comprehensive online marketing strategy that expands the exposure of your home to the most significant media companies and real estate focused websites in the world. With over 92% of potential homebuyers beginning their home search online, our listing distribution initiative creates a multitude of opportunities for these online consumers to find the sellers home. Our listing distribution partner, ListHub, also provides comprehensive reports that outline property views and inquiries. This information fosters increased communication between the agent and the seller.
27. SIR Mobile allows consumers to view properties on their smart phone based on GPS location, address, city or zip code. When a user is ready to see a property, the “call feature connects them directly to a Sotheby’s International Realty sales associate. By 2012, 20% of all internet searches will be run from a mobile device. What this means to you is increased exposure for your property.
28. Prospective buyers gather a wealth of information on these social networking sites, which is why we place great effort into gaining presence within these unique personal and professional communication tools. Social media is designed to be an addition to the brands overall online marketing strategy to drive more consumers to the SIR.com website and provide more opportunities for our seller clients. Use the “Facebook” and “Twitter” links to further showcase this collaboration.
29. This page gives you, the sales associate the ability to leverage the power of the brand by sharing with the seller some of the stories and statistics of significant sales throughout the region and or the network. Use the “Discover More” link to further showcase this collaboration.
30. Using this guide: Value is communicated through Benefits. The information provided on each page of this tutorial will enable you to articulate the brands unique value proposition to the prospective seller beyond just the features of the tool or media partnership, but how they will benefit from the use of those features. The overall goal is for the seller to see the value both you and your company bring to the table to assist them in achieving their goal of getting their home sold. Remember, YOU are the presentation. This visual is to support your efforts. Use the “Discover More” links embedded on this presentation to further showcase our brand’s collaboration. Lastly, review and practice the presenter notes and make them your own until they become a conversation, not a presentation