Page 1


THE 2013 EDI TI ON | 3

Over the past 269 years, the Sotheby’s name has become renowned as a marketer for many of the world’s most valuable and treasured possessions. Sotheby’s International Realty, in keeping with this extraordinary reputation, has become a globally recognized leader in the representation of distinctive real estate. In essence, the Sotheby’s International Realty brand has become synonymous with quality and service and is the most far-reaching,

2013

interconnected luxury real estate brokerage network in the world. In working collaboratively with our Sotheby’s International Realty affiliates, ONE Sotheby’s International Realty executes intelligent, innovative and strategic sales and marketing programs, delivering maximum results and an exceptional level of service. By utilizing the Sotheby’s brand’s in-house partnerships and resources, and by drawing upon the immense experience of our associates, ONE Sotheby’s International Realty is uniquely positioned to present real estate opportunities to an internationally diverse and qualified client base.


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CONTENTS SOTHEBY’S | A GLOBAL BRAND

06

The Story

07

Capitalizing on centuries of prized relationships

09

SOTHEBY’S INTL. REALTY | THE NETWORK Global reach, instant recognition SOTHEBY’S INTL. REALTY | BENEFITS AND ADVANTAGES

10 12 14

Worldwide media

15

The power of our brand

17

Sotheby’s publications

19

SothebysRealty.com

20

Our digital advantage

22

SothebysRealty.com - Mobile & Youtube

23

Media partnerships

24

Marketing plan

34

ONE SOTHEBY’S INTERNATIONAL REALTY

38

The undisputed luxury leader in South Florida

39

By the numbers

40

Market share totals

42

Company sponsored events

46

International networking

47

Local marketing efforts

49

ONE Sotheby’s International Realty publications

53

ONESothebysRealty.com

54

Retail Marketing Program

56

Social media

58

Exclusive development projects

60

Community Involvement - ONE for one

62

Community Involvement - ONE | CIFO project

63


SOTHEBY’S |

A GLOBAL BRAND

6 | ON E S OT HEBY’S INT E R NATIO NA L R E A LT Y

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THE STORY

Sotheby’s was founded in London on March 11, 1744, when Samuel Baker auctioned “ several hundred scarce

SOTHEBY’S BRANDS

and valuable books” from the library of the Rt Hon Sir John Stanley for a few hundred pounds. The story of

• Sotheby’s Auction House

Sotheby’s expansion beyond books to include the best

• Sotheby’s International Realty

in fine arts and jewelry is also the story of the global

• Sotheby’s Diamonds

auction market, defined by extraordinary moments

• Sotheby’s Institute of Art

that continue to capture the world’s attention.

• Sotheby’s Wine

In 2004, Sotheby’s Holdings forged an alliance with

Together, these brands form an alliance unwaveringly

Cedant Corporation, now Realogy Corporation, to

committed to the highest level of quality and remain

create a long-term, multi-national presence in the

one of the most storied names in global business.

world of luxury real estate.

Sotheby’s New York, May 2012 | The Impressionist & Modern Art Evening Sale totaled an amazing $330,568,550, the second-highest total for a Sotheby’s auction.


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CAPITALIZING ON CENTURIES OF

PRIZED REL ATIONSHIPS

Sotheby’s maintains more than 15 auction locations throughout North America, Europe, Asia, and Australia, and has an annual turnover in excess of $6 billion. In turn, Sotheby’s International Realty has many exclusive opportunities to market to auction house clients, including print and interactive advertising and exclusive event sponsorship and participation opportunities.

SOTHEBY’S AUCTION HOUSE CLIENTS

71

253

78

OF FORBES 100

OF FORBES 400

OF FORBES 100

WORLD’S RICHEST PEOPLE

RICHEST AMERICANS

RICHEST AMERICANS

86

12

60

OF FORBES

OF FORBES 400

OF WORTH MAGAZINE´S

TOP 500 CEOs

50 UNDER 40 LIST

BENEFACTOR 100 LIST

Sotheby’s New York, 2012 | Edvard Munch’s The Scream sells for $119.9 million, becoming the world’s most expensive work of art ever to sell at auction.


THE NETWORK

S OT H E B Y ’ S I N T E R N AT I O N A L R E A LT Y

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GLOBAL REACH INSTANT RECOGNITION

Our brand’s referral program helps enhance revenue potential for both real estate and auction consignments by connecting our network members all around the world. From broker-to-broker to auction-to-broker to broker-to-auction referrals, these opportunities are managed with extreme care to ensure white-glove service.

12,600 650 45 7,500

ASSO C I AT ES

O FFIC ES

COU NT RIES AND T ERRI TOR I E S

ANNUAL REFER R A L S


B E N E F I T S A N D A D VA N TA G E S

S O T H E B Y ’ S I N T E R N AT I O N A L R E A LT Y

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WORLDWIDE MEDIA INNOVATION, EXPERIENCE & INTERNATIONAL EXPOSURE

Our 2013 media plan is expected to deliver nearly 700 million impressions with media powerhouses such as The New York Times, The Wall Street Journal, BBC, Daily Telegraph and Architectural Digest. To round out our plan, create global connections, and increase our exposure, we have hand-picked partners to help drive incremental brand awareness and intelligently showcase the listings represented by our network to a broad audience of consumers who value the unique. In order to provide a true start-to-finish service, ONE Sotheby’s International Realty’s proprietary tracking systems also offer clear reporting on the effectiveness of print advertising efforts with unique telephone numbers and website domain names.


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2011 Global Networking Event, Miami Beach

THE POWER OF OUR BRAND • Every Sotheby’s International Realty affiliate has sponsorship opportunities to market their exclusive listings at Sotheby’s Auction House events to some of the world’s most discerning buyers. • A targeted media campaign is developed to leverage from the Sotheby’s Corporate partnerships and rates, including the Sotheby’s at Auction magazine, which is distributed to 250,000 of the most affluent individuals across the globe. • As members of a world-class organization, our realtors are invited to attend the Sotheby’s International Realty Global Networking Event: an opportunity for brokers, owners, managers and sales associates throughout the world to establish invaluable partnerships. • The e-Gallery showcases Sotheby’s International Realty’s listings all over the world nonstop in each office’s screens. • The Global Distribution Program is utilized in order to distribute brochures to all affiliate offices worldwide.

Property brochures displayed at a Sotheby’s International Realty office through the Global Distribution Program


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SOTHEBY’S PUBLICATIONS A GLOBAL FOCUS

RESIDE MAGAZINE

S OT H E B Y ’ S AT AU C T I O N M A G A Z I N E

• Published twice a year

• Published eight times a year

• 12,000 copies

• 25,000 copies

• Regional and global editions distributed to all Sotheby’s

• Only clients of the Auction House receive publication

offices worldwide, all Sotheby’s Auction houses, luxury

• The magazine for the world’s leading collectors and

hotels, and high net worth clients.

connoisseurs of fine art.


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sothebysrealty.com A N N UA L S TAT I S T I C S

LIFESTYLE WEBSITES

7M

60M

21M

12

45%

VISITS

PAGE VIEWS

PROPERT Y DETAIL

FOCUSED MINUTES

VISITS FROM

PAGES VIEWED

PER VISIT

OUTSIDE THE US

Your home’s online exposure begins with sothebysrealty.com and cascades through our lifestylefocused sites, to our global network of local websites and onto our media partner websites. This strategy extends the exposure of extraordinary homes to extraordinary lives in all corners of the globe no matter if you click, tap or swipe to experience the unique. Displaying your home with • Metric and imperial units of measure

• Translated property videos/virtual tours

• 50 currencies updated 4 times per day

• 15 human-translated languages

Unique to Sotheby’s International Realty is the experience that comes with searching for a home based on an extraordinary lifestyle. We have developed a series of websites specifically with these inimitable lifestyles in mind, highlighting our properties as well as our unsurpassed expertise within each lifestyle category. Search among waterfront, golf, farm & ranch, vineyard and ski lifestyles to find your perfect fit.


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OUR DIGITAL ADVANTAGE

SOTHEBY’S REALT Y - MOBILE & YOUTUBE

• Our clients benefit from property exposure on a carefully chosen list of top real estate and news websites worldwide. To measure results, the Sotheby’s International Realty brand provides a property view report including view and inquiry statistics for each partner site a property is distributed to. Sotheby’s International Realty properties are

MOBILE

viewed an astounding 60,000,000 times across all of our partner sites annually.

For those who seek the unique when on the road, SIR Mobile is the only luxury real estate mobile app that

• Property distribution channels were conceived after conducting research to identify lifestyle, activity and points of

works anywhere and searches globally.

interest websites where prospective buyers frequently gather real estate information during their home search.

Features of SIR Mobile

• ONE Sotheby’s International Realty also deploys sophisticated project-based online display advertising, search engine marketing and targeted e-mail campaigns to generate and convert prospects.

• GPS search, find the closest home • Search globally in 45 countries • Driving directions to the home of interest

* Premium distribution

• Social sharing on Facebook and Twitter • Tap to connect; call or email

As the number one online video site, the second largest search engine and third largest website in the world, it’s no wonder YouTube receives four billion views per day. Because of this, the Sotheby’s International Realty brand channel continues to be the perfect online video destination for limitless exposure of the properties and lifestyles represented by our network. YOUTUBE.COM/SOTHEBYSREALT Y • 1.3 million views • 3,200 subscribers • 2 million minutes viewed • Over 3,359 “ Likes” Clients of ONE Sotheby’s International Realty benefit from a best-in-class online inventory distribution network to top websites, reaching viewers globally.

• 2,500 shares & favorites added


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Every day, Architectural Digest inspires millions of affluent home enthusiasts to redesign and refresh their lives through a multi-platform presence that includes print and digital connections. The Sotheby’s International Realty network’s alignment with Architectural Digest encompasses an integrated online partnership through commanding presence on archdigest.com. Our collaboration includes highly-visible social media and digital exposure, that when combined with our online presence, have been designed to deliver nearly 8 million media impressions throughout 2013, utilizing the exclusive opportunities stated below.

MEDIA PARTNERShips

DIGITAL Premium, integrated units featuring the listings we represent rotate within AD’s iPad app in targeted sections such as In the Magazine, Celebrity Style, and Architecture & Design. ESTATES FOR SALE The digital adaptation of AD’s most read print section offers online visitors a premier look inside celebrity homes and an exhibit of the world’s most extraordinary properties. Sotheby’s International Realty has 100%share of voice through banner ads and impactful interactive portrait units as well as slide show exposure on this real estate relevant section. SOCIAL MEDIA Banner advertising with AD’s Blogvertorial. This “ roadblock” position across AD’s suite of blogs provides daily musings about the world’s most beautiful homes, architecture, interior design, art and antiques, travel destinations and extraordinary properties


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Our 2013 advertising program with The New York Times is a continuation of years prior and is structured to fetch nearly

Our continuous collaboration with The Wall Street

300 million media impressions through branding and listing exposure elements, utilizing local ownership advertising

Journal offers an array of opportunities to showcase the

opportunities and fixed positioning on various New York Times channels. This long-term plan features exclusivity and

homes represented by our network to the global audience

dominance in both print and digital marketing opportunities, designed to attract a diverse worldwide audience and

that turns to this media icon for their daily source

maximize our reach to more than 40 million unique NYT monthly readers.

of insights into both micro and macro financial and economic landscapes. Designed to deliver 167 million impressions, this marketing strategy is comprised of a worldwide, multi-faceted program providing our brand with exclusivity and dominance throughout The Wall Street Journal’s Digital Network websites.

R eal E state S earch R esults

P roperty L istings

With over 2.4 million consumers turning to WSJ.com

Our listings featured on The Wall Street Journal’s Digital

to conduct their real estate searches, it’s only fitting that

Network reach over 100,000 unique monthly visitors. It is

our brand has a significant presence within the real estate

anticipated that we will exceed in driving 3.6 million media

search results. This unit is meant to deliver 600,000

impressions to our listings… providing targeted, worldwide

impressions through a rotational share of voice (SOV).

awareness for the properties we represent.

B anner R otations Our corporate branding banner campaign extends the reach of the Sotheby’s International Realty message and widens our impact against the WSJ audience. Placements include: WSJ Magazine, WSJ New York, WSJ Europe, WSJ Asia, WSJ China, WSJ Japan and WSJ Americas. And to make this ubiquitous banner rotation even more effective, we employ a retargeting element allowing us to serve up banner ads to WSJ.com visitors who have previously visited sothebysrealty.com. All in, this dynamic placement is designed to deliver 2.4 million media impressions.

WSJ MAGAZINE

WSJ CHINA

WSJ JAPAN

WSJ EUROPE


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JamesEdition was founded specifically to take advantage of the lack of a truly global marketplace for high-

The Bloomberg Terminal is a computer system provided by Bloomberg L.P. that enables professionals in finance and other industries

end goods. Operating without ties to traditional print media or industry groups, they can focus on offering

to access the Bloomberg Professional service through which users can monitor and analyze real-time financial market data movements

dealers and visitors the best possible service. JamesEdition has a worldwide perspective that sets them apart,

and place trades on the electronic trading platform. The system also has a real estate section in which Sotheby’s International Realty

with headquarters in Stockholm, Sweden and representation in London, Frankfurt, Singapore and Boston. It

listings are constantly promoted. Being that most large financial firms have subscriptions to the Bloomberg Professional service for a

focuses on only the luxury items of each category to ensure that amazing listings are showcased in the way they

monthly fee of $1,500 a user (around 310,000 subscribers worldwide), ONE Sotheby’s International Realty listings can be exposed to a

deserve and that buyers find exactly what they are looking for. Sotheby’s International Realty represents more

different niche of affluent entrepreneurs and businessmen across the globe, an advantage not easily found anywhere else. Aside from

than 95% of the real estate shown in JamesEdition.com. Two brands known for bringing discerning buyers and

the Terminal, listings can also be advertised in Bloomberg Markets, a magazine aimed towards the global financial elite.

sellers together around the globe - now that’s a match made in heaven.

JamesEdition promoting Sotheby’s listings on Facebook


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Founded in 1922, the British Broadcasting Corporation is

The Daily Telegraph has been serving the UK and the world since 1855. As a recent recipient of the “ National Newspaper of the

a British public service broadcasting company and is the

Year” award, its website, telegraph.co.uk, was the United Kingdom’s first national newspaper online and now serves at the helm of

largest broadcast news gathering operation in the world.

our collaboration, whereby an estimated 7.5 million visitors make this their preferred online news destination monthly.

Headquartered in London, the BBC’s 90 years of service include television, radio and their proprietary website, BBC.com, where nearly 74 million unique visitors call on each month… and where our collaboration unfolds.

“W orld’s M ost E xtraordinary P laces to L ive ”

In addition to helping us drive incremental brand

The collaboration between our brands is the culmination of an exclusive

awareness in markets all around the world, our brand’s

microsite. Telegraph.co.uk/sothebysrealty features key content such as

relationship with the BBC provides entrée into unique and

• articles on specific themes and/or topics that appeal to our combined

exclusive content-sharing options designed specifically to

target audience

create awareness for the listings we represent.

• fixed ad unit features • an interactive map plotting the market areas we serve • dynamic video integration

MEDIA IMPRESSIONS BY SECTION

• picture gallery carousel

• “ Living In” Microsite - 6 million

• links to sothebysrealty.com

• “ Voices” Slideshows - 1.5 million

Our collaboration’s purpose is to serve as the trusted source behind learning

• Travel Homepage Buyouts - 400,000

about the most extraordinary places to live in the world.

• BBC Homepage Rotations - 900,000 • BBC.com Banner Rotations - 36 million

It is our hope that consumers visiting BBC.com enjoy learning about the special areas that the Sotheby’s International Realty

Designed to deliver over an amazing 167 million media impressions throughout 2013, a variety of rotational banner ads target

brand represents listings in. Through this collaboration,

• Ads on wine channel showcasing houses with cellars or wine rooms

we will deliver over 47 million media impressions this year

• Ads on food channel showcasing houses with great kitchens

and help further position our brand as the local real estate

• Ads on golf channel showcasing houses on golf courses

services provider offering unrivaled access to qualified

• Ads on racing channel showcasing houses with large garages

people and distinctive properties around the world.

• Ads on gardening channel showcasing houses with great gardens • Ads on property channel • Additional run of site ad placements for an international audience


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PropGOLuxury.com, is the world’s leading luxury property site representing tens of thousands of elite properties from over 35 A premiere luxury lifestyle resource since 1977, the Asia

countries. Founded in 2006, PropGO.com remains the only US based online real estate company with operations in China. It was

Tatler Franchise consists of 14 focused print editions and a

created to fulfill the high demand of the affluent Chinese consumer base requesting exclusive properties from around the world.

growing online and mobile presence that continues to define

China represents the world’s largest and fastest growing population with more new millionaires being created than at any time

the role of luxury amongst the social elite. In 2013, our

in history. Just like in the West, China’s new elite are seeking access to luxury properties and items from around the world, and

brand is the exclusive online real estate channel partner for

PropGOLuxury.com is the largest and fastest growing property portal in the region.

hongkongtatler.com, driving more than 24 million media impressions. This unique collaboration provides an ideal platform to showcase our premier properties, participate in regional project launches and offer Hong Kong Tatler’s Sotheby’s International Realty has premium ad placement

audience our specialty market expertise.

and presence in their website. This essential international placement provides our listings with 100% share of voice (SOV) via a leaderboard unit on the homepage and listing search pages. In total, this sponsorship is expected to deliver Started in 2009, HongKongTatler.com is the online brand

nearly 2 million media impressions.

extension of the renowned Hong Kong Tatler magazine, producing exclusive online content. From the latest in lifestyle trends and the world’s leading luxury brands, to the city’s most influential personalities to the most glamorous soirees, HongKongTatler.com is the one-stop lifestyle platform with daily updates on everything luxury. As the winners of Marketing Magazine’s No.1 Luxury Website in Hong Kong Award in 2011 and 2012, they strive to showcase all things luxury in a wide range of topics, from design, arts, high-end fashion, watches and jewellery, travel, beauty to etiquette. Sotheby’s International Realty represents the epitome of luxury real estate within their brand.

Sotheby’s International Realty on PropGoLuxury.com news


3 4 | ONE S OTHEBY’S INTE R NATIO NA L R E A LT Y

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MARKETING PL AN BRAND ADVERTISING Wall Street Journal Digital Network BBC.com “ Living In” & “ Voices” Telegraph.co.uk “ World’s Most Extraordinary Places to Live” NYTimes.com/IHT.com YouTube.com/sothebysrealty ArchitecturalDigest.com / Estates for Sale Real Estate Launch Sponsorship HongKongTatler.com Tatler (Print Magazines) PROPERTY ADVERTISING Bloomberg Markets The Wall Street Journal Sotheby’s At Auction Country Life New York Times Home Section Robb Report Exceptional Properties Robb Report Collection International Herald Tribune International Herald Tribune Event Wraps Luxury Property Magazine Financial Times RESIDE® Magazine e-RESIDE® Globe & Mail Mountain Living Land Report ONLINE BANNER ADVERTISING sothebys.com NYTimes.com International Herald Tribune (GlobalNYTimes.com) WallStreetJournal.com Asia.WSJ.com Europe.WSJ.com CN.WSJ.com JP.WSJ.com FinancialTimes.com FTchinese.com scmp.com (South China Morning Post) Telegraph.co.uk BBC.com (British Broadcasting Corp.) PropGoLuxury.com PropGo.com CountryLife.co.uk ArchitecturalDigest.com JamesList.com HongKongTatler.com Google’s Display Network

JAN

FEB

MAR

APR

MAY

JUN

JUL

AUG

SEP

OCT

NOV

DEC


3 6 | ON E S OTHEBY’S INTE R NATIO NA L R E A LT Y

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MARKETING PL AN SEARCH ENGINE MARKETING Yahoo! Google Bing.com YouTube Yandex ONLINE PROPERTY DISTRIBUTION The Wall Street Journal Digital Network CN.WSJ.com NYTimes.com International Herald Tribune Zillow.com Trulia.com Yahoo! Real Estate FrontDoor.com / OpenHouse.com Realestate.AOL.com Homefinder.com PropGoLuxury.com lp-luxuryproperties.com JamesList.com Homes.com Telegraph.co.uk CountryLife.co.uk lpdibiao.com (Luxury Properties Chinese) Real-Buzz.com Te Atrium MOBILE ADVERTISING BBC Smartphone Targeting BBC iPad Safari Browser Architectural Digest iPad Safari Browser New York Times iPhone App NYTimes.com iPad Safari Browser Wall Street Journal China iPad App SOCIAL MEDIA Facebook Twitter Google+ Pinterest youtube.com/sothebysrealty SIR Mobile eGallery INTERNATIONAL SIGNIFICANT SALES BRAND PUBLIC RELATIONS EFFORTS

JAN

FEB

MAR

APR

MAY

JUN

JUL

AUG

SEP

OCT

NOV

DEC


ONE SOTHEBY’S INTERNATIONAL REALT Y

3 8 | ON E S OT HEBY’S INTE R NATIO NA L R E A LT Y

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THE UNDISPUTED LUXURY LEADER IN SOUTH FLORIDA

ONE Sotheby’s International Realty was founded in December 2008. The firm has excelled to become the leader in luxury real estate throughout South Florida, where the firm leads the market in sales valued over $1 million. ONE Sotheby’s International Realty has reached unprecedented levels of success, leading the brand in becoming internationally recognized for its exceptional service and sales volume. Currently, the company has 280 real estate associates with eight office locations in the most prestigious neighborhoods of South Florida; Coral Gables, Brickell, Key Biscayne, Aventura, Fort Lauderdale, Miami Beach (Ocean Drive and South of Fifth), and our newest location in Sunny Isles. In 2012, the firm closed out the year as the market share leader for luxury sales in Miami Dade and Broward counties with $1.5 billion in sales volume.


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BY THE NUMBERS

8

O F F I C E S

Voted CORAL GABLES | FORT L AUDERDALE | BRICKELL | MIAMI BEACH (OCEAN DRIVE) KEY BISCAYNE

|

AVENTURA

|

SUNNY ISLES

|

MIAMI BEACH (SOUTH OF FIFTH)

280

#1

IN CONDO SALES OVER

#2

in Florida*

*The Floridian Awards, 2012

one sotheby’s facebook page

top 100 real estate pages to like

*Realty Biz News, 2013

MIAMI-DADE MIAMI-DADE & BROWARD CLOSED THE HIGHEST SALE

SIR AFFILIATE BASED ON AVERAGE SALES PRICE

#10 #14

M ET H O D O F M A R KET I NG

*Better Beach Awards, 2013

A S S O C I A T E S

$1 MILLION $5 MILLION

M OST I NNO V AT I V E

Best Real Estate Agency / Brokerage

P RO U D RE C I P IENT O F

IN THE COUNTRY BASED ON HIGHEST AVERAGE SALES PRICE

IN SOUTH FLORIDA HISTORY

$47

MILLION HIGHEST PRODUCING SOTHEBY’S INTL. REALT Y AFFILIATE WORLDWIDE

AUGUST, 2012

2012 SALES VOLUME

$1.5 BILLION

PARTICIPATED IN

60% OF TOP SALES IN DADE & BROWARD COUNTIES IN 2012


42 | ON E S OTHEBY’S INTE R NATIO NA L R E A LT Y

THE 2013 EDI TI ON | 4 3

MARKET SHARE TOTALS SELL $ VOLUME BY OFFIC E ( LAST 1 2 M ONTHS )

SEL L VO LU ME

SELL $ VOLU ME BY O F F I C E ( LAST 1 2 M ONTHS)

SE LL VOLUM E

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M ARKE T SH ARE %

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$180

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MARKET SHARE %

CO N D O S I N B R OWA R D CO U N T Y

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4 4 | ONE S OTHEBY’S INTE R NATIO NA L R E A LT Y

THE 2013 EDI TI ON | 4 5

MARKET SHARE TOTALS SELL $ VOLUME BY BROKER ( LAST 1 2 M ONTHS )

SEL L VO LU ME

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SELL $ VOLUME BY BROKER ( LAST 1 2 M ONTHS )

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4 6 | ON E S OTHEBY’S INTE R NATIO NA L R E A LT Y

THE 2013 EDI TI ON | 47

LOCAL NETWORKING

GLOBAL NETWORKING

COMPANY SPONSORED EVENTS

PROMOTING OUR BUSINESS AROUND THE WORLD

Sotheby’s Auction House Events •

London – participated in three Sotheby’s Auction House events in 2010, 2011, 2012

Hong Kong – sponsored the Hong Kong Art Auction – October 2010

New York – sponsored the NY Contemporary Art Auction – 2010, 2011, 2012

Events with Sotheby’s International Realty Affiliates

Sotheby's Auction House Watch Display Event – Hosted at a ONE SIR Listing – June 2011

SIR Global Networking Event in Miami – Hosted Welcome Event at W South Beach for SIR Affiliates – October 2011

Wynwood Art Fair – October 2011

Art Miami / Art Basel – Official Real Estate Sponsors – December 2011

ArteAmericas – Official Real Estate Sponsors – March 2012

Fort Lauderdale Boat Show – Booth Exhibitor – October 2012

ONE CIFO – Quarterly Exhibits & Cocktail Events at ONE SIR Miami Beach office – Launched in 2012

Sony Open Tennis Tournament – Official Real Estate Sponsors - March 2013

Moscow, Russia – Hosted event in collaboration with SIR affiliate & Auction House – April 2012

Sao Paulo, Brazil – Hosted “ Miami Week” in partnership with SIR affiliate – 2011 & 2012

Buenos Aires, Argentina - Hosted “ Miami Week” in partnership with SIR affiliate - 2011

Lima, Peru - Hosted “ Miami Week” in partnership with SIR affiliate – 2011

Toronto & Montreal – Hosted training sessions with SIR affiliates – 2011 & 2012

Networking Events with SIR Affiliates •

San Diego, California – Global Networking Event – 2010

Miami Beach, Florida – Global Networking Event – 2011

Los Angeles, California – Global Networking Event – 2013

Atlanta, Georgia – SIR Leadeship Conference – 2011

Chicago, Illinois – SIR Leadership Conference – 2012


4 8 | ON E S OT HEBY’S INTE R NATIO NA L R E A LT Y

THE 2013 EDI TI ON | 49

A S T U N N I N G S E T T I N G . A V I B R A N T C U LT U R E . A G L O B A L D E S T I N A T I O N . S O U T H F L O R I D A R E A L E S TAT E I S O U R F O C U S

EXTRAORDINARY LIVES

call for

LOCAL MARKETING EFFORTS

EXTRAORDINARY HOMES

ONELIFE

LIVEBOLD ONESOTHEBYSREALT Y.COM

...AND WE ARE EAGER TO SHARE OUR INSIGHT ON ONE OF THE WORLD’S THRIVING MARKETS.

EXPERIENCE IT

ONLY WITH ONE

Our marketing strategy is all about making impressions worldwide. It’s about creating global connections and establishing true consumer engagement. It’s

L E A R N A B O U T O U R D I S T I N C T I V E B E N E F I T S AT

O N E S O T H E B Y S R E A LT Y . C O M

about leveraging exposure, innovation and international impact to showcase the listings our network represents to a broad audience of consumers that value the unique. We also know, however, that local marketing is at the very core of our strategy. South Florida is a truly global destination, which is why we believe some of the best opportunities are presented to us right in our

A ST UN N ING SE T T ING. A V IBR AN T CULT URE. A GLOB AL DEST IN AT ION.

MIAMI

I S O UR F O C U S

A ST UN N ING SE T T ING. A V IBR AN T CULT URE. A GLOB AL DEST IN AT ION.

F O RT L AU D E R DA L E I S O U R FO C U S

cities. Our listings, our agents, and our company are constantly promoted in local publications such as The Miami Herald, Miami Magazine, Ocean Drive Magazine, Brickell Magazine, and Key Biscayne Magazine. There is an art to selling fine homes. Just as an art gallery carefully displays art, we position your property in its finest light to showcase its true value. We also embrace innovation. Pushing the envelope and doing things ahead of the curve gets us excited. We understand the lifestyle our audience is looking for is just as important as the home itself, and we try to convey that in our advertisements. Our attention to detail and innovative marketing have led us to be the luxury leader in South Florida real estate.

... A N D W E A R E E A G E R T O S H A R E O U R I N S I G H T.

... A N D W E A R E E A G E R T O S H A R E O U R I N S I G H T.

L E ARN HOW W E CON NEC T YOUR WOR L D W I T H OUR S AT

L E ARN HOW W E CON NEC T YOUR WORL D W I T H OUR S AT

ONESOT HEB YSRE A LT Y.COM

ONESOT HEBYSR E A LT Y.COM

Some of our most recent advertising campaigns.


50 | ONE S OT HEBY’S INTE R NATIO NA L R E A LT Y

THE 2013 EDI TI ON | 51

LOCAL MARKETING EFFORTS FEATU RED

PRO PERTIES 271 N HIBISCUS DRIVE

privileged access

MIAMI BEACH 6 BEDROOMS

REGUL AR PRINT AD DISTRIBUTION

7 FULL / 1 HALF BATHROOMS 9,019 SF LIVING AREA 14,000 SF LOT

$16,500,000 Mayi de la Vega

(305) 778.7990

Alina de la Vega (305) 335.8219

ONE Sotheby’s International Realty

271NHIBISCUSDR.COM

offers you unparalleled access to the

4549 PINETREE DRIVE

most qualified people and properties in

MIAMI BEACH

the world. It’s an intangible asset that yields very tangible results. And for

8 BEDROOMS

this added value you pay nothing extra.

8 FULL / 1 HALF BATHROOMS 14,453 SF LIVING AREA

It is simply what we refer to as the

67,000 SF LOT

ONE Sotheby’s International Realty advantage. We invite you to interview

$11,900,000 Mayi de la Vega

(305) 778.7990

Cyril Matz

(305) 926.2600

us and see what makes us the leader in luxury real estate in South Florida.

4549PINETREEDRIVE.COM

See how we bring your property to the world at

9570 JOURNEY’S END ROAD

ONLYWITHONE.com

CORAL GABLES 5 BEDROOMS 5 FULL / 1 HALF BATHROOMS 11,132 SF LIVING AREA 86,786 SF LOT

$7,875,000 Mayi de la Vega

(305) 778.7990

Jorge E. Uribe

(786) 371.8777

9570JOURNEYSENDRD.COM ©MMXIII ONE Sotheby’s International Realty, licensed real estate broker. Equal Housing Opportunity. Each Office Independently Owned And Operated.

THAT’S A WRAP

OPEN TODAY 12 - 5PM 10850 SW 68 AVENUE P I N EC R E S T

6 B E D S | 6 .5 B ATH S 8 ,6 51 S F | 3 9 ,4 6 5 S F LOT 10850SW68AVE.COM

MARISELA CISNEROS 305.301.1208 MAYI DE LA VEGA 305.778.7990

3941 PARK AVENUE

The International Herald Tribune’s event

CO CO N U T G R OV E

11180SNAPPE R CR E E KR D.COM

wraps take your property to the most

11180 SNAPPER CREEK ROAD, CORAL GABLES

prestigious events around the globe. New

5 BEDS | 5.5 BATHS 3,876 SF | 13,553 SF LOT

$ 9,950 ,000

On cul-de-sac, great finishes & amenities

9 B E D S | 9 / 2 B AT H S | 1 7 , 7 5 4 S F L I V I N G A R E A | 6 0 , 7 0 9 S F L O T

York Fashion Week, Cannes Film Festival,

Waterfront Estate. Private Dock. Home Theatre. Gym. Bball Court. In-Laws Wing. Staff Quarters.

Wimbledon Tennis Tournament, Monaco

NICHOLE DIAZ MENDOZA 305.345.9722

Yacht Show, Dubai International Film

AMELIE FERRO 305.815.8205

$ 1,50 0 ,0 0 0 3941PARKAV.COM

601 LEUCADENDRA DRIVE

OPEN TODAY 3 - 5PM

Festival. Placing your home directly in the

SHELIA GASSON 305.323.0963

CO R A L G A B L E S

hands of an elite international audience -

6 B E D S | 5 .5 B ATH S 1 1 ,6 9 4 S F | 70 ,5 4 2 S F LOT

that’s all in a day’s work.

300’ on the water in gated Gables Estates

$ 14,995,0 0 0 601LEUCADENDRADR.COM

Let us wrap your home at

OPEN TODAY 2 - 4:30PM

ONLYWITHONE.com

537 ZAMORA AVENUE

6945GRANADABL.COM 6945 GRANADA BOULEVARD, CORAL GABLES

CO R A L G A B L E S

$ 5,945,000

3 B E D S | 2 B ATH S Great kitchen, hardwood floors, room for pool

7 B E D S | 8 . 5 B AT H S | 7 ,4 1 1 S F L I V I N G A R E A | 5 7 ,0 0 0 S F LOT 163’ on water, 1 story, slip + boathouse, 3 maids quarters, 2 fam rooms, spacious kitchen, pool cabana

2259tequestalane.com

Examples of company / listing promotional materials.

E I GH T O FFI CE S TH R O UGH O UT S O UTH FLO R I DA Coral Gables I Miami Beach - South of Fifth I Miami Beach - Ocean Drive I Brickell I Key Biscayne I Aventura I Fort Lauderdale I Sunny Isles ©MMXIII ONE Sotheby’s International Realty, licensed real estate broker. Equal Housing Opportunity. Each Office Independently Owned And Operated.

DENNIS CARVAJAL 786.255.3334

DENNIS CARVAJAL 786.255.3334

JUST LISTED | 100% RENOVATED

ONESOTHEBYSREALT Y.COM

$ 575,0 0 0 MICHAEL MARTINEZ 305.979.9367

SCA N T HIS CODE TO V IEW T HIS WEEK’S OPEN HOUSES >>

©MMXIII ONE Sotheby’s International Realty, licensed real estate broker. Equal Housing Opportunity. Each Office Independently Owned And Operated.


52 | ONE S OT HEBY’S INTE R NATIO NA L R E A LT Y

THE 2013 EDI TI ON | 53

COMPANY PUBLICATIONS A LOCAL FOCUS

ONE LIFE MAGAZINE

TRENDS REPORT

• Published twice a year both in print and digitally

• Published twice a year both in print and digitally

• Features high-end editorial: the art, homes,

• Provides a comprehensive analysis of real estate

yachts, jets, fashion, and entertainment that

market activity in Miami-Dade and Broward, as well

define the South Florida lifestyle

as in-depth community profiles for both counties across South Florida

TRENDS

2012 YEAR IN REVIEW

2012

across South Florida

• Distributed to homes worth over $1 million

YEAR IN REVIEW

• Distributed to homes worth over $1 million


54 | ON E S OTHEBY’S INTE R NATIO NA L R E A LT Y

THE 2013 EDI TI ON | 55

ONEsothebysrealty.com ANNUAL STATISTICS Top cities - online consumers •

Miami, FL - 40,416 property views

Toronto, Canada - 5,754 property views

New York, NY - 16,785 property views

Chicago, IL - 5,681 property views

Fort Lauderdale, FL - 13,873 property views

Hollywood, FL - 5,336 property views

Miami Beach, FL - 8,890 property views

Paris, France - 5,121 property views

London, England - 8,069 property views

Houston, TX - 4,915 property views

Brooklyn, NY - 6,100 property views

Sao Paolo, Brasil - 4,640 property views

PROPERT Y VIEWS

2,320,520 E-MAIL INQUIRIES

2,723

Search by lifestyle / find all the area statistics and information

Narrow listings down by area and building

• Higher quality photos than even the MLS

• Better user experience

• Optimized for iPad and mobile

• Local info for each listing.

• Individual statistics per homeseller

• More Community info

• Restaurants, schools, etc.

• Instant notification of price changes

• Comparable sold listings

• Market stats

and new listings

• Engaging Area Videos

IPAD APP The ONE Sotheby’s International Realty iPad app

S eller advantages L I S T I N G P R E S E N TAT I O N S S E L L E R S TAT S

Non-techy status reports that break down who’s been looking at your specific listing.

SINGLE PROPERTY SITES TA R G E T E D S E O QR CODES

Our competition’s listings look better on our site than on their own. So gorgeous sellers will be proud to post them to their Facebook and Twitter accounts.

We are targeting specific communities and buildings within our campaign.

Generated for every property.

B uyer advantages C O M M U N I T I E S Showcased and cross-promoted with our properties in them. O N E A C C O U N T Rather than using the MLS, agents can set up accounts and email updates for clients. S M A R T E R Suggests similar properties. Need a specific URL for your listing? Add the MLS# to the end of our URL. A C C U R A T E All MLS data is on our own servers, giving us the ability to do what others can’t.

allows users to search and browse our properties in South Florida. A map view allows users to get a birdseye view of where properties are located, and a gallery view replicates the experience of driving down the street and looking at properties. Users can search by neighborhood or their current location, and further filter the results based on size, price, beds and baths, and an assortment of other options. Users can also find similar properties and contact Sotheby’s for a viewing, or share them by emailing to a friend.


56 | ONE S OT HEBY’S INTE R NATIO NA L R E A LT Y

THE 2013 EDI TI ON | 57

RETAIL MARKETING PROGRAM

#

3

SINGLE PROPERTY WEBSITE An entire website dedicated to a single property, complete with high-resolution photo gallery and an individual domain name. This powerul online marketing tool impresses viewers and, when advertised in print or online, gets interested buyers to the information they want faster.

photography showcase

#

1

PROFESSIONAL PHOTOGRAPHY The entire ONE Sotheby’s International Realty marketing system revolves around professional photography showcasing the elegance and beauty of our exclusive inventory in everything that we do. This includes a virtual

#

tour, video walk-through and placement on ONE Sotheby’s International Realty’s YouTube Channel.

#

#

2

ONLINE LISTING DISTRIBUTION We’re taking the online listing distribution resources of Sotheby’s International Realty to the next level. In addition to providing listing content to 17 major websites that power hundreds more, online reports will be available to show how much exposure each property is receiving from each online channel.

#

4 5 6

REALTOR.COM SHOWCASE LISTINGS Showcase listings with up to 25 photos, a virtual tour, traffic reports and open house ads on the world’s #1 real estate website.

#

7

SIR SIGN & INSTALLATION Sotheby’s International Realty’s iconic changing post sign displayed at over 26,000 distinctive homes around the world.

GOING SOCIAL Promotion across ONE SIR’s social media outlets on Facebook, Twitter, and LinkedIn - reaching thousands of our customers online.

local information

RESPECTFUL EMAIL A weekly digest of new listings and price reductions sent to Dade and Broward’s top brokers without spamming inboxes.


58 | ON E S OTHEBY’S INTE R NATIO NA L R E A LT Y

THE 2013 EDI TI ON | 59

SOCIAL MEDIA facebook.com/onesothebysrealty | facebook.com/sothebysrealty @ONESIR | @sothebysrealty google.com/+sothebysrealty pinterest.com/onesothebys | pinterest.com/sothebysrealty linkedin.com/company/sothebys-international-realty

As the number one online video site, the second largest search engine and third largest website in the world,

SOTHEBY’S INTERNATIONAL REALT Y STATS

it’s no wonder YouTube receives four billion views per

• 15,000+ Likes on Facebook; 5 million total impressions

day. Because of this, the Sotheby’s International Realty

• 240+ Sotheby’s International Realty companies on Facebook and Twitter

brand channel continues to be the perfect online video

• 14,000+ followers across Twitter, Google+, LinkedIn, YouTube and Pinterest

destination for limitless exposure of the properties and

• An official Sotheby’s International Realty account on Pinterest.com, the fastest growing website in history

lifestyles represented by our network.

• Extraordinary Property of the Day features one property from around the globe on Facebook, Twitter, YOUTUBE.COM/ONESOTHEBYS

Google+ and Pinterest and generates thousands of additional property views per day

• Over 85,000 views

INDUSTRY USER STATS

• Exclusive listing videos by area

• Facebook - 1 billion

• LinkedIn - 175 million

• YouTube - 800 million

• Twitter - 140 million

• Google+ - 400 million

• Pinterest - 11 million

BLOG

K ey elements to our social media success

onesothebysrealty.com/blog

EXPERIENCE

EXPERTISE

Deliver a unique and compelling experience via social

Maintain a distinct point-of-view and align the homes we

networking sites that reflects our brand’s history and values.

represent with the connoisseurs of life.

ENGAGEMENT

EMOTION

Develop social relationships with key online influencers,

Create lasting connections with our target consumers that

and potential homebuyers and sellers to further our reach.

translate beyond social media.


6 0 | ON E S OTHEBY’S INTE R NATIO NA L R E A LT Y

THE 2013 EDI TI ON | 61 Introduction

Proposed Renderings

Concept Rep

exclusive developments ONE THOUSAND MUSEUM

THE RESIDENCES AT W SOUTH BEACH

BELLINI WILLIAMS ISL AND

CIELO ON THE BAY

ONE Sotheby’s International Realty offers developers multiple advantages that no other firm can: senior sales talent with a proven track record in South Florida’s luxury segment, exclusive access to market to Sotheby’s Auction House prestigious clientele, unrivaled online exposure through the firms marketing partnerships, and most importantly, access to the Sotheby’s International Realty global network. Sotheby’s International Realty emphasizes quality over quantity. We are strong where it matters most – in the experience and qualifications of our local representatives. We are the select few who own the high end of their respective markets and get results. Each Sotheby’s International Realty office is the luxury market share leader in their respective area, allowing ONE Sotheby’s International Realty to deliver personal connections with affluent purchasers in key feeder markets.

Ma

ALTOS DEL MAR


6 2 | ON E S OTHEBY’S INTE R NATIO NA L R E A LT Y

THE 2013 EDI TI ON | 63

COMMUNIT Y INVOLVEMENT

ONE for one is a fundraising initiative between ONE Sotheby’s International Realty, Lotus House, and Women In Distress.

CIFO is a non-profit organization dedicated to supporting and promoting contemporary artists from Latin America via an

Our goal is to help break the cycle of childhood abuse, domestic violence, and homelessness with a gift of life-changing

annual grants program. The work exhibited in our space at the Miami Beach - South of Fifth office features a sampling of pieces

support, tools, education and resources that heal broken bodies, minds and spirits.

by artists that have been nominated for a CIFO Grant by the foundation’s Honorary Advisory Committee of internationally recognized curators, artists and art professionals. This rotating exhibition program is designed to garner more exposure for

A bout L O T U S H O U S E

A bout W omen in D istress

L O T U S H O U S E S H E LT E R .org

womenindistress .org

Lotus House is a non-profit organization that provides

A non-profit organization that currently operates an

unique resources for homeless women and infants

emergency shelter with a 132-bed capacity for victims

suffering from extreme poverty, disability, domestic

of domestic violence and their children. Survivors who

violence, or untreated medical or mental illness. It

are no longer safe in their homes can find a safe haven

seeks to empower women to improve their quality of

at Women In Distress. Shelter services include housing,

life on every level. Lotus House is a place of healing

crisis intervention, therapy and advocacy assistance, as

and transformation, a place that they can call home.

well as food, clothing and household supplies as necessary.

these contemporary artists from Latin America as well as to raise funds for the foundation.

Work by Ricardo Rendón

Learn more at onesothebysrealty.com/about/one-for-one

Learn more at onesothebysrealty.com/about/one-cifo-project


For more information please visit us online at OneSothebysRealty.com

ŠMMXIII ONE Sotheby’s International Realty, licensed real estate broker. Equal Housing Opportunity. Each Office Independently Owned And Operated.


Global Marketing and Listing Presentation by Carol Cassis  
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