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Sales Associate Guidelines Village at Maurecourt by Berthe Morisot *Village at Maurecourt, used with permission


Contents 2 Introduction

15 Youtube & Google+

3 Logo Lock-up Guidelines

4 Legal Disclaimer Guidelines

17 Custom Postcards & Marketing Presentations

5 Business Card Guidelines

18 General Advertising Guidelines

Non Traditional Advertising

6 Typography Guidelines

Reality TV

19 Suggested Taglines

Stationery Guidelines

Color Guidelines

QR (Quick Response) Codes

Typography

7 Sales Associate Photography Guidelines

20 Global Advertising Campaign-Localized

8 Property Photography for sothebysrealty.com

9 Property Photography for all Marketing

21 Sales Associate Teams

10 Website Guidelines

22 Business Cards

12 Property Listing Description Guidelines

23 Global Distribution Program

eGallery and Listing Distribution

Leveraging Licensed Fine Art

Signage Guidelines

Stationary - Letterhead Only

13 Social Media

24 Postcards

13 Facebook

25 Team Photo

14 Twitter

26 Team Logo

Pinterest


Sales Associate Guidelines WE HAVE CREATED THIS DOCUMENT TO HELP GUIDE INDEPENDENT SALES ASSOCIATES WHEN USING THE COLLECTION OF BRANDED ELEMENTS THAT DEFINE AND DIFFERENTIATE THEM AND THE SOTHEBY’S INTERNATIONAL REALTY® NETWORK. THIS GUIDE WILL ALSO HELP SALES ASSOCIATES UNDERSTAND HOW TO USE THE SOTHEBY’S INTERNATIONAL REALTY GRAPHIC ELEMENTS CORRECTLY AND CONSISTENTLY IN THEIR BRAND ADVERTISING. FOR MORE DETAILED INFORMATION ON IDENTITY COMPLIANCE AND ADDITIONAL COMMUNICATION MATERIALS USED IN BRAND MARKETING, SALES ASSOCIATES SHOULD CONSULT THEIR BROKER AND THE SOTHEBY’S INTERNATIONAL REALTY IDENTITY STANDARDS MANUAL. THE SOTHEBY’S INTERNATIONAL REALTY IDENTITY STANDARDS MANUAL AS WELL AS THESE SALES ASSOCIATE GUIDELINES ARE AVAILABLE ONLINE ON ACCESS: ACCESS.SIR.COM. For readers outside the U.S.: “Sales Associate” refers to a person affiliated with or employed by a real estate brokerage company to provide services. These Guidelines contain confidential and proprietary information that cannot be reproduced or distributed without written consent by Sotheby’s International Realty Affiliates LLC (“We” or “Us”). The Guidelines contain various suggestions and certain requirements pertaining to use of the Sotheby’s International Realty® trademarks. By affiliating with a Sotheby’s International Realty broker, you agree to abide by these guidelines and other system requirements identified in the Policy and Procedure Manual and the Identity Standards Manual. In the event that local real estate licensing laws or other laws in your area prohibit certain marketing or business practices suggested in these Guidelines, at all times local laws or regulations should supersede any information outlined in these Guidelines. You are responsible for the legal and ethical compliance of your activities. As an independent sales associated affiliated with the Sotheby’s International Realty brand, you have a variety of resources, tools, technologies and opportunities available to use. Your use of the Sotheby’s International Realty suite of marketing, learning and operational materials programs, or tools is completely voluntary unless otherwise stated in these Guidelines. This document may contain suggestions and best practices for you to use at your discretion. Nothing in this document is intended to create an employment relationship. Other than as explicitly stated, nothing in this document requires you to use any particular processes or procedures. These Guidelines will be revised and modified from time to time by Us to reflect changes in specifications, standards, operating procedures, or authorized products or services. The franchise relationship is unique. We license the Sotheby’s International Realty® name and trademarks (the “Marks”) and provide our knowledge and expertise through proprietary information. However, each Sotheby’s International Realty Franchise is independently owned and operated, and is not a subsidiary, employee, affiliate, or sales associate of Sotheby’s International Realty Affiliates or its affiliates. As an independent sales associate, you have sole control over your day-to-day activities. The Sotheby’s International Realty franchise system balances this unique relationship by making distinctions between certain mandatory operating policies that are requirements and suggestions or recommendations, which may provide guidance as to best practices.


Logo Lock-up Guidelines In order to maintain the integrity of your company Logo Lock-Up, a minimum amount of clear space should surround the logo for online and print usage. The minimum amount of clear space should be greater than or equal to the dimension of the vertical capital “S” in the Sotheby’s International Realty® Logo. •

When presented in print, the Logo Lock-Up should never be smaller than 1 inch in height for the vertical Logo Lock-Up and 1.25 inches in length for the horizontal Logo Lock-Up.

1.0"

1.25" Vertical Logo Lock-up Minimum Size

When presented online, the Logo Lock-Up should never be smaller than 40 pixels high from the endpoints to the center rule.

Horizontal Logo Lock-up Minimum Size

40 pixels

Online Logo Lock-up Minimum Size

Your Company Logo Lock-up is a custom design illustration. You may never attempt to replicate or create your own version of this illustration. (Note: Sales Associate logos are not permitted for use in conjunction with your company Logo Lock–up) •

You may not change the font, delete the rule, add elements, rotate, rearrange elements or change colors on the Logo Lock-up

You may only use your company’s approved Logo Lock up image.

You must ensure that any vendor producing marketing items, content or materials on your behalf also understands that this image must be used intact.

Your company Logo Lock-Up MAY NOT be placed on, or reversed from, a background other than white, Sotheby’s International Realty® blue or black (Black and White ads only)

Your company Logo Lock- up MAY NOT be any other color other than white, Sotheby’s International Realty® blue or black (Black and White ads only)

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Minimum amount of clear space around Logo Lock-up

Smythe

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Legal Disclaimer Guidelines When the logo lockup is used the minimum required disclaimer should be used also. “Each Office is Independently Owned and Operated”

Promotional advertisements & listing ads The following Minimum Required Disclaimer must be used on all materials: Each Office is Independently Owned and Operated.

Flyer or postcard If your property is currently listed with another real estate firm, please disregard. It is not our intention to solicit the offerings of other real estate firms. We are happy to work with them and cooperate fully.

Website You may NOT register URL’s with the name “Sotheby’s” in it. (e.g. johnsellsatsothebys. com) Each page should include the following disclaimer: Sotheby’s International Realty® is a registered trademark licensed to Sotheby’s International Realty Affiliates LLC. Each Office Is Independently Owned and Operated.

Each Office is Independently Owned and Operated.

E-mail Signatures Avoid large and or colorful graphics. Multiple colors should be avoided – it’s best to use a standard brand color or two of the standard brand colors with one as the accent. • Consult your office manager or marketing manager for any additional guidelines regarding email signatures Recommended email signature content and format:

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Jonathan Smythe Sales Associate Smythe & Jones Sotheby’s International Realty 123 Street Address, Suite 1700 | Anytown ST 100000 t 123.345.6789 | f 123.456.7890 | c 123.456.7890 jonathan.smythe@smythejonessir.com smythejonessothebysrealty.com jsmythe.com

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Business Card Guidelines

Your business card reflects who you are and the company you represent. Flexibility has been provided in business card design to accommodate varying needs including multiple contact number and address lines, and photos. •

Business cards are printed through an approved vendor. (currently XpressDocs in the U.S.) For non-U.S. based affiliates please contact your management for information regarding your company’s approved vendor.

The design on the front of the card remains the same regardless of which back-of-card design you choose. Company icons may not be included on the back of the card.

The samples shown below demonstrate the correct proportions but are not to scale.

For additional examples and specifications please refer to the Identity Standards Manual.

Please note team names are not allowed.

For a listing of approved designations and titles refer to the Identity Standards Manual.

Affiliate Business Card (Back)

Only approved titles may appear here. Standard Approved Sales Associate Title Examples –– Sales Associate –– Broker Associate –– Leasing Associate

Stationery Guidelines

The design of our stationery reflects the sophisticated image of the brand. Specific paper and printing guidelines are provided and must be followed carefully to ensure consistency and quality reproduction. •

• •

1.625"

1" 2.5"

Jane Realtor 8.5pt

Realtor® 9pt

123 Street Name 9pt Town, ST 00000 9pt dreyfussir.com 8pt

August 29, 2013 58% Xpressdocs 4901 N. Beach St. Fort Worth, TX 76137 866.977.3627

Dir Sir or Madam, Letter body is 9 pt. Accate evel illest fugiae rest, que etus, sent atem eius cupicimpor autatur, atecatescil is molorit odiam voluptiam eum quaerro dolupta spernature elention cullore in et quam ventiis cilicabo. Et quatiaepudis mod quas et labo. Ut hic te necto blandae. Nem hilist, custent adia autae. Ut voluptatia dolorem oluption rectotatet quis ani autendersped mi, net hit rehenis apiet utem quam ditaesci aut expla quiant, ommo dolut enet quiam rehent omnis eossit, il mi, serupta quosapidus rendam, corepro blabo. Itam ipsam inis et re occum quiscip icipitisimus dolorepera aruntem qui bla venditinto to ilignim adisite et, in et qui dolorese sit is cus molupta ssimusandae moluptaspit ad. Magnatios event ut ut et est etur moluptatquis eum laccaeptatem fugiam latem ne nobis es doluptati repro quid quibus derum volent exceaqui optatem aut omnim si unte verae es et landellore, quos ium sim eosa at ipiscil eaquiat uriatur, ut facepro tet volupit ad ut pro eosapid ebitibus et ommolupit, tota corestrunt aut pa nimin corumqui ad errunto blabori taquunt doles acietur aliciure quam voluptas estiore et que peremporum rerumen dandit enimenis dolupta sperioribus volenient dest, omnis ea dolore andestio. Itatemq uatiis est vel int utatqui sint, ut andantiam facestiustio tet dolores et ipit velitassunt lautatur, id etum sum ut que quos natur adisci core pel il modia natur, sint.

For additional examples and specifications please refer to the Identity Standards Manual.

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Smythe & Jones

t 555.555.5555 8.5pt f 555.555.5555 8.5pt

Stationery is printed through an approved vendor (currently XpressDocs in the U.S.) For non-U.S. based affiliates please contact your management for information regarding your company’s approved vendor.

In the United States it is required for branded stationery items to be purchased via our brand approved vendors.

2.875"

Ebistetur, non pore volore porem incto cum ea ditae nos modis quis que comnimusda volor magnatquam sapitis sum a dolupti ssust, con cus que vent odi arum quia dolupiet ipsum quiatem et dolorporum imus net evel in et optas maximilit dolut doluptas sint utat veleste coressitae rerumqui comniae iusciis ea et, illiquis iusdam volupta vent enem quat.

Thank you for your time

0.375"

Each Office Independently Owned And Operated 6.5pt

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Typography Guidelines The typefaces used to design the look and feel of the Sotheby’s International Realty brand are Benton Sans and Mercury. Alternatively if Benton Sans and Mercury are not accessible for your local needs, Arial is an approved substitution for Benton, and Times New Roman is an acceptable substitute for Mercury, both of which are web-safe fonts that will help ensure proper digital display.

Color Guidelines

If you would like to use one of our three distinctive colors in your advertising materials you must follow color standards exactly when producing your own material. As shown below, there are two shades of gray. The darker shade, 431, is to be used for text only and the lighter shade, 422, is to be used as an accent color in your marketing and promotional materials.

Typography

SIR Blue

PANTONE 289 CMYK 100 64 0 60 RGB: 0 35 73 HEX: #002349

Benjamin Moore® paint: 2061-10 Deep Royal - Eggshell finish Sunbrella®: Captain Navy When creating PowerPoint presentations, we suggest using the following RGB breakdown as the background color: RGB: 0 35 73

The standard fonts to be used in advertising materials are Gill Sans, Benton Sans, Minion Pro, Mercury and Zapfino. • • • •

Use the various styles (i.e. Regular, Italic, Bold) of each typeface to create emphasis It is recommended that body copy be no smaller than 8 pt. font Legal copy must be no smaller than 6.5 pt. Always use periods instead of dashes when noting numbers (i.e. +1 800.234.5678)

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Sales Associate Photography Guidelines Professional Photographs All photographs should meet the following specifications: •

Professional portrait (photos from vacation or other personal events are not appropriate)

Business attire

Neutral background or silhouette

No Body signals (e.g. “thumbs-up”)

No Animals or props (e.g. cars, boats)

No group

Only black & white photography allowed (on business cards and sir.com profile)

For more detailed information, pleease refer to the Style Guide which can be found on Access

Courtesy and professionalism are what you want to project in your photograph. This image must represent you in the best manner possible. We have developed these guidelines to help maintain a consistent, contemporary look and feel across all marketing media. Request that your photographer follow the style outlined below. •

A close–up head and shoulders shot is the only acceptable image. To ensure the professionalism the Sotheby’s International Realty brand requires, photos of other people, animals, buildings, automobiles, slogans, graphics or anything other than YOU is not allowed.

Your picture will be an important business tool and should reflect your professional image as an independant sales associate affilated with member of one of the most prestigious real estate organizations in the world.

Photos are intended for use on business cards, internet and postcards. Sales Associate photos cannot be used on the cover or front of global distribution property brochures.

Acceptable photographs

Unacceptable photographs

Do not include objects in the photograph

Do not use casual photographs

Imagery Style •

Provide style guidelines to your photographer.

Background should be a solid dark gray or white.

Cropping is tight, centering on the face.

Focus is on the eyes; any visible background must be out of focus.

High contrast, black and white prints must be used.

No color photographs are allowed. Format is an elongated square.

Subject should look directly into the camera. No profiles allowed.

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Do not use overstyled photos

Do not photograph pets or animals

Do not use color photography

Do not show more than one sales associate in a photo

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Property photography for sothebysrealty.com The goal of this section is to provide checkpoints which should be used to ensure the content of each property listing on sothebysrealty.com is optimal and in line with the Sotheby’s International Realty® Identity Standards. The online property listing is the first impression of a property that many potential customers will experience so it is crucial to make it count. The following points should be carefully attended to for every listing you agree to represent.

Purposeful Photography •

Photo #1 is your property listing’s introduction and therefore should be the best photograph available for the property. Keep this in mind when taking pictures of the property and be sure to capture a perfect photo #1.

Only submit photography that helps to tell the story of the property.

Photographs should not show messy or cluttered spaces and should not be submitted if not aesthetically displeasing, dark or unclear.

The same photograph may not be used multiple times to ensure the proper photo count so take more than enough photographs.

Attend to the Details •

Submit all amenities and lifestyle information, include all of the details.

Carefully submit all of the elements needed to ensure your property listing is complete, including:

10 clear, crisp, high-resolution photographs

Accurate pricing information

A meaningful property title designed to be attention grabbing but refined

Check your property listing on sothebysrealty.com to see how it appears. This will be a good measure for how the property is being presented on the other websites we share listing information with.

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Telling the Story •

There is space for up to two paragraphs of description information, so make the most of it.

Describe special spaces that perhaps you were unable to get a good photo of.

Mention any upgrades and high-end brand name appliances etc.

Discuss the neighborhood and any great locations nearby.

Highlight the best points of the property.

A property description is mandatory for sothebysrealty.com so be sure to have one ready when submitting your property listing.

Recycle bits of copy that can carry from one property to another to help make your property descriptions more robust.

Reminder Make sure you have obtained the proper rights to the photographs and other media you use in marketing your properties and in all you marketing assets. Periodically review your materials to avoid the unexpected costs that may arise from using photographs without the proper rights or from using our fine art images beyond their expiration dates.

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Property Photography for all Marketing Photography for Marketing •

The use of quality photographs for both digital and traditional marketing is paramount. Each image representing a property listing should tell its story. The feature and support images should be clear, crisp and purposeful. Correct sizing of a quality image will ensure that it appears without any blurriness or pixilation. Watermarks are not permitted on photographs which appear on sothebysrealty.com.

Feature Photos •

The first or feature image should be the best, most aesthetically pleasing image for that property listing. This photo should give the most accurate glimpse into what is special or unique about the property.

Avoid photos that show cluttered or outdated spaces. For example, no pictures of excessive personal items, garbage cans, chain link fences, cars parked in front of or in the driveway of a single family home. For a full list of scenarios to avoid for photography – please reference the quality control guidelines manual found on Access.

Professional Property Photos • Professional photographers should be asked for a variety of high resolution sized images including: images that are sized at exactly. Requesting these specifications in advance helps to streamline the data entry process and ensures that your property listing photos will appear on sothebysrealty.com as well as the other marketing and distribution channels.

Dimensions and File Specifications - 3:2 Ratio; Minimum 1,800 pixels wide by 1,200 pixels high

All photos uploaded will be automatically resized to the following resolutions: ·· 1200x800 (for sir.com) ·· 1600x900 (for sir.com and eGallary) ·· 800x600 (for third-party websites and current sir.com)

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Website Guidelines As a network, the collective primary goal should always be to drive traffic to the homeowner’s property to encourage a transaction. To realize this goal, it is imperative that consistency in all communications across every medium is paramount. Although your website design and creation is up to you, the following guidelines must be met to maintain brand standards. Your Website Compliance Contact must review your website content to ensure the tone, look and feel are in line with the marketing direction and image of the brand as a whole.

Domain Names Do not register a domain name that includes the word “Sotheby’s” alone under any circumstances. These addresses are reserved for use by the Sotheby’s Auction House. Please Note: If a web address has already been registered that contains the word “Sotheby’s “alone – you will be asked to abandon it (without reimbursement) or transfer it to the Auction House (at your expense). •

The registration of an unauthorized web address is a misuse of the trademark. If you fail to correct or remedy the registration of an unauthorized web address you risk ill be held responisble.

Geographic domain names that include the words “Sotheby’s Realty” are not permitted. (e.g. sothebysrealtynewyork.com)

Web addresses should be as short and as simple as possible.

Sales Associate Website Domain Names Website addresses, as with all materials and items published that incorporate the Sotheby’s International Realty® name and marks, must be consistent with the Identity Standards Manual. The goal of this section is to set forth the appropriate and compliant registration of a new or existing website URL/domain name. A Website Compliance Contact will be identified in your office and this contact will be responsible for approving any website URL’s you wish to register. You must get approval from this contact first prior to registering any domain names to ensure brand standard compliance. Sales Associates are not permitted to use personal website domain names (or any uniform resource locater) unless specific procedures are followed by the broker/owner of the company. Sales Associate websites must adhere to the guidelines in the Identity Standards Manual. Each Sotheby’s International Realty company is responsible for monitoring and enforcing these guidelines, as they relate to the registration of domain names and the content. Sales associates are not permitted to register any domain names that contain

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the words “Sotheby’s,” “Sotheby’s Realty,” “Sotheby’s International Realty,” or any abbreviation of these words. Note: If they do, they must promptly transfer, abandon or redirect them. Additionally, they will need to immediately stop using materials with the non compliant personal website address and replace at their own expense. Sales Associates may register domain names that include their name, abbreviations of their name, specific and similar geographic areas they serve or any other set of words that are professional and consistent with your company’s standing as a leading luxury real estate company. None of these permitted domain names may be combined with “Sotheby’s,” “Sotheby’s Realty,” “Sotheby’s International Realty,” or any abbreviation of these words. Examples of Sales Associate Websites The following URL’s are permitted under our guidelines: JaneSmith.com Jsmythe.com AspenDistinctiveHomes.com NewZealandhome.com The use of a sub domain is also permitted but only in association with an approved broker domain name, for example JaneSmith.brokerdomain.com Sales Associate websites that comply with these guidelines are permitted on the following personal marketing materials: Co-op Advertising

Business Cards

RESIDE® Magazine

Letterhead

Ad Studio

Agent Profile Pages

Postcards

Sign Riders

Property Brochures

Personal Promotional Materials

Procedure for Sales Associate Websites to be used on personal marketing materials: 1. A person in your company is designated as your contact for Sales Associate Websites. This person is familiar with these guidelines. 2. Your designated person is required to and must actually review all proposed Sales Associate Website

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domain names before registration.

content. A general guideline is that the site must be clearly the agent’s alone, not a portion of the Sotheby’s International Realty brand’s site.

3. Your designated person is required to review and must actually review all content proposed to be contained in a Sales Associate Website.

4. A request and certification form must be completed by your company management and returned to compliance@sothebysrealty.com

When describing the brand or the network, “Sotheby’s International Realty” in text form should always be followed by a registered mark. (®)

For U.S. based affiliates, listing content on the site should be updated according to local MLS guidelines if you are having MLS data imported to your site.

5. Upon receipt we will notify the appropriate vendor and the vendor will permit Sales Associate Websites to be used on Sotheby’s International Realty® personal marketing materials.

Website Content The goal of this section is to guide the development of your website content to ensure compliance with the Sotheby’s International Realty Identity Standards. Consistency is vital in the maintenance of a strong brand. Therefore the tone, look and feel of your website should be in line with the marketing direction and image of the brand as a whole. •

“Sotheby’s International Realty” must always be spelled out throughout the website content (no SIR, “Sotheby’s” or “Sotheby’s Realty”).

Color choice is important – it is recommended that you avoid red and other colors that might hinder brand differentiation

You should have a site hosting contract from a reliable vendor with 99% up time guarantee and regular site maintenance.

Any links to external content must be reviewed at least monthly and updated as needed.

We recommend a “Sotheby’s International Realty” logo link to sothebysrealty.com or office home page be placed on the home page of the site.

The site must follow our identity standards format. The identity standards manual can be found on Access under standards & guidelines.

The standard online disclaimer (shown below) must be posted in conspicuous type and location, on each page of the sales associate website and be updated in accordance with the Identity Standards Manual. Sotheby’s International Realty® is a registered trademark licensed to Sotheby’s International Realty Affiliates LLC. Each Office Is Independently Owned and Operated.

Agent websites should be aesthetically consistent with sothebysrealty.com, capturing the spirit of the brand’s overall imaging. For example – stay away from clip art or caricatures, opting instead for beautiful high resolution photography that tells the story of the property listing.

The design of the site must be approved by the Website Compliance Contact for overall tone and

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Agent Compliance Check List Are you compliant? (Ensure you meet the criteria below)

✓ ✓ Has your website address been approved by your broker or Website Compliance Contact?

✓ ✓ Are the brand’s trademarks being used properly according to the Sotheby’s International Realty® identity standards?

✓ ✓ Have you used the term “Sotheby’s International Realty®” appropriately in your text?

✓ ✓ Are you using the correct logo image file for your company?

✓ ✓ Does the aesthetic quality of your website match the look and feel of the brand’s image? If you are uncertain about any of the above questions please ask your broker or Website Compliance Contact for clarification.

Notes Be sure to obtain the proper rights to the photographs and other media you use in marketing your properties and in all your marketing assets. Take time regularly to review your web presence and marketing collateral. This includes the use of our Fine Art images. If you are using these images, be mindful of the expiration dates so you are not held accountable for any unauthorized use. The expiration dates for the Fine Art images that we make available are listed on Access.

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Property Listing Description Guidelines

Your approved company name may not be abbreviated in any way across any marketing medium (i.e. Sotheby’s Smythe & Jones, Smythe & Jones Sotheby’s Realty, Smythe & Jones Sotheby’s Intl Realty, SJSIR) •

Never make political, religious or other statements that are inappropriate in a business concept.

Avoid using exclamation points (!), question marks (?), number signs (#) or other symbols

Avoid terms like “Short Sale,” “Cheap,” “Bargain” etc.. in the property title

Never use ALL CAPITAL letters. Use Uppercase/ lowercase format

Be mindful of research findings when writing copy: Avoid the words associated with low-end or inferior properties like “cozy” and “charming” (which read as old, small) and extreme words like “fantastic,” which are generally taken to mean there is nothing special to say about the property.

Try to use complete thoughts in headlines and avoid repeating words (“views, views, views”) or using over-blown phrases or superlatives to describe properties or yourself as these tend to create skepticism.

Any quotes or testimonials regarding a property, development or agent must come from external sources and be properly attributed. (Approval for use should be obtained in writing.)

Do not use words and terms that are sensitive and legally banned from major real estate web sites such as realtor.com.

Avoid real estate abbreviation like “EIK” for Eat in Kitchen or “BR” for Bedroom. Write these descriptors out completely in online spaces and other advertising opportunities where space is not limited.

Tell the story of the property you have listed. A robust property description should be a part of every property listing which appears on sothebysrealty. com. For properties like land or lots, tell the story by painting a picture of the property’s potential.

Write your description in a word processing program so that you can spell check your description prior to submitting it to your office administrator.

Keep in mind that the customer audience for sothebysrealty.com is global and some references may not make sense to a customer who lives in a different culture and/or country from yours.

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Egallery & Listing Distribution eGallery eGallery is a slide show display of property listings from the top tier of the Sotheby’s International Realty® network. A property listing that is selected for inclusion in the eGallery rotation benefits from increased global exposure as it is displayed in affiliated offices and Sotheby’s Auction House locations around the world. To be eligible a property listing must: • • •

Be in “Active” status and appearing on sothebysrealty.com Have a minimum of 10 photos Be fully compliant with brand Identity Standards - All photos for the listing have to be clear and crisp and sized properly at our specific dimensions Have an aesthetically exceptional first photo and be approved by our Quality Control team

Extraordinary eGallery properties are often used for additional exposure opportunities by the brands corporate marketing team. Ensure your property listing meets all of the above criteria for consideration.

Online Property Listing Distribution The quality of your property listing submissions are crucial to ensuring great impressions everywhere your listings are shown. Carefully designate the best photograph for the first photograph position as this will be the introduction of your property listing to the world. The sequence of subsequent photos should descend from the most aesthetically pleasing and purposeful images. For detailed information on ListHub including where online property listings are distributed and the criteria for each, visit the Access at access.sir.com.

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Social Media

The proper presentation of the Sotheby’s International Realty® brand is critical at every level in every marketing vehicle, including social media. As we continue to explore the many ways in which social media can enhance our marketing efforts and positively increase awareness of the brand, it is essential that we maintain our efforts to protect our most valuable asset – the Sotheby’s International Realty name. Well–defined brands help shape the way consumers think and feel about a business even before they walk in the door, respond to an advertisement or experience the brand online. Therefore it is paramount that all social media initiatives focus on quality versus quantity, meaning that your online efforts are deemed successful not by how many/how much you post but by how meaningful the content is that you provide. In the luxury space, less really is more. For more information on navigating the world of social media refer to the Social Media best practices guide titled “Bring something to the conversation” which is located on the Access at access.sir.com.

Social Media Guidelines Account Names, Profile Names & Vanity URLs In your personal or professional social media profile’s you may only use your own personal name, abbreviated version of your name and/or any descriptive phrases (e.g. @winecountrymark) as your account name, profile name and vanity URL. Do NOT use Sotheby’s International Realty or an abbreviated or shortened version of our brand name, and never use the word ‘Sotheby’s’ alone. You may use your company’s full DBA in the description field provided on most social networking website, to show your Sotheby’s International Realty affiliation.

Profile Photos You are permitted to use a personal photo as your profile image. You are NOT permitted to use your company’s logo, the brand logo or any altered version of either logo as your profile photo.

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Facebook

We recommend using a business page for business and a personal page for personal. When using Facebook for Business Pages, you may use your company’s full DBA in the About field. You are NOT permitted to use the Sotheby’s International Realty brand or your company name, or an abbreviated version anywhere other than the About field. For both Personal Profiles and Business Pages, you are permitted to use an approved company logo only or any other non-branded image as the Cover photo. You are NOT permitted to use a company or brand logo as your Profile photo.

The following are NOT permitted under our guidelines: Profile Name: Sue Smythe Sotheby’s, Sue Smythe Sotheby’s Realty, Sue Smythe SIR, Sue Smythe Sotheby’s IR, Sue Smythe Sotheby’s New Jersey Vanity URL: /suesmythesir, /suesmythesothebys Profile Photo: Sotheby’s International Realty brand logo, Sotheby’s International Realty company logo, Sotheby’s Auction logo, Any altered version of a Sotheby’s International Realty brand or company logo

Instagram

In Instagram, there is a Username with a maximum of 30 characters, a Profile Name with a maximum of 18 characters and a bio section with a maximum of 15 characters. The Username you create also becomes your vanity URL. Example of an Instagram Profile:

Below is an example of the proper use of a Facebook Business Page. Profile Name: Sue Smythe, New Jersey Real Estate Vanity URL: www.facebook.com/Sue-Smythe-Real-Estate-Sales-Agent

Examples Profile Photo: Personal of Photo Sales Associate Facebook Cover Photo: Uses a photo with an approved company logo Pages and Profiles: Below is an example of the proper use of a Facebook Personal Profile: Profile Name: Sue Smythe Vanity URL: www.facebook.com/suesmythe Profile Photo: Personal Photo Affiliated Office Name: Rivers Edge Sotheby’s International Realty Below isarean example the proper use of a Facebook The following permitted under ourof guidelines: Profile Name: Vanity URL: Profile Photo: Business Page: Sue Smythe /suesmythe Your Personal Photo /sue-smythe-real-estate-agent

Profile Name: Sue Smythe, New Jersey Real Estate Vanity URL: www.facebook.com/Sue-Smythe-RealEstate-Sales-Agent Profile Photo: Personal Photo Cover Photo: Uses a photo with an approved company logo The following are permitted under our guidelines: Profile Name: Sue Smythe

Below is an example of the proper use of an Instagram profile: Profile Name: Sue Smythe Username: @SueSmythe Vanity URL: Instagram.com/SueSmythe Description: Includes her company’s full DBA, Rivers Edge Sotheby’s International Realty

Vanity URL: /suesmythe, /sue-smythe-real-estate-agent Profile Photo: Your Personal Photo

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Twitter

In Twitter, there is a Username with maximum of 15 Characters, a Profile Name with maximum of 20 characters and a Profile Description with 140 characters. The Username you create also becomes your vanity URL. Example of a Sales Associate Twitter Profile

Pinterest

In Pinterest, there are no character restrictions on your first and last name, but your username must be between 3 and 15 characters. The username you create also becomes your URL. You are permitted to use your company’s full DBA in the description field provided. You are NOT permitted to use the Sotheby’s International Realty brand or your company name, or an abbreviated version in the first name, last name or username fields. You may use a personal photo as your Profile photo. You are NOT permitted to use your company logo or the brand logo as your Profile photo.

Below is an example of the proper use of a Twitter profile: Profile Name: Sue Smythe Username: @SueSmythe Vanity URL: www.twitter.com/SueSmythe Description: Includes her company’s full DBA, Rivers Edge Sotheby’s International Realty The following Twitter Usernames and Account Names are permitted under our guidelines: Usernames: @SueSmythe, Sue Smythe, @SueSmytheNJ, @SueNJHomes, @NJLuxuryHomes Profile Name: Sue Smythe The following Twitter Usernames and Account Names are NOT permitted under our guidelines: Usernames: @SueSothebys, @SueSmytheSIR, @NewJerseySothebys, @SIRNewJersey Profile Name: Sue Smythe Sotheby’s, Sue Smythe Sotheby’s IR

Examples of Sales Associate Pinterest Profile: Below is an example of the proper use of a Pinterest profile: Profile Name: Jonathan Jones Vanity URL: www.pinterest.com/jonathanjones Profile Photo: Personal Photo Description: Includes his company’s full DBA, Rivers Edge Sotheby’s International Realty The following are permitted for Pinterest Profiles under our guidelines: Profile Name: Jonathan Jones Vanity URL: /jonathanjones, /jjonesnewjersey Profile Photo: Your Personal Photo The following are NOT permitted for Personal Pages under our guidelines: Profile Name: Jonathan Jones Sotheby’s Realty, Jonathan Jones SIR, Jonathan Jones Sotheby’s, Jonathan Jones Sotheby’s IR Vanity URL: /jonathanjonessothebys, /jonathanjonessir Profile Photo: Sotheby’s International Realty brand logo, Sotheby’s International Realty company logo, Sotheby’s Auction logo, any altered version of a Sotheby’s International Realty brand or company logo

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YouTube & Google+

Now YouTube profiles are connected to Google+ profiles. There are no character restrictions on your first, last name or nickname. You are NOT permitted to use the Sotheby’s International Realty brand or your company name, or an abbreviated version in the first name, last name or nickname fields. You may use a personal photo as your Profile photo. You are also permitted to use an approved company logo only or any other non-branded image as the Cover photo. You are NOT permitted to use a company or brand logo as your Profile photo. Examples of Sales Associate Google+ Profile:

The following are NOT permitted for Personal Pages under our guidelines: Profile Name: Jonathan Jones Sotheby’s Realty, Jonathan Jones SIR, Jonathan Jones Sotheby’s, Jonathan Jones Sotheby’s IR, Jonathan Jones Sotheby’s Toronto Nickname: /jonathanjonessothebys, /jonathanjonessir Profile Photo: Sotheby’s International Realty brand logo, Sotheby’s International Realty company logo, Sotheby’s Auction logo, any altered version of a Sotheby’s International Realty brand or company logo

QR (Quick Response) Codes

QR codes are available for use on our brochure templates and postcards. The Product Studio also has the ability to help generate a QR code. We will continue to add QR codes to our product line as necessary.

Below is an example of the proper use of a Google+ profile. Profile Name: Jonathan Jones Vanity URL: N/A Profile Photo: Personal Photo

Smythe

& Jones

Properties

The following are permitted for Personal Pages under our guidelines: Profile Name: Jonathan Jones Nickname: /jonathanjone, /jonathanjonestoronto Profile Photo: Your Personal Photo

2016

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Custom Postcards & Marketing Presentations Product Studio •

A collection of postcard and property brochure templates have been created and are available for your farming and prospecting needs. Each of them allows you to easily complete sales associate customization, both on front and back, and the option of timely dissemination to your clients.

Postcards are available for purchase at the Sotheby’s International Realty® “Product Studio” through Access at access.sir.com.

Presentation Studio •

Through Access you can customize and deliver (in print or electronically) a turn-key listing presentation, newsletters or ePostcards for all your advertising, needs which will differentiate you from the competition.

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General Advertising Guidelines

We highly recommend that you use the templates we have created to differentiate the Sotheby’s International Realty® brand. If you do decide to create your own advertisements and/or promotional materials, it is essential to follow the guidelines listed below and throughout this manual. •

Avoid using clip art, caricatures or any type of illustration other than architectural renderings.

Certain forms and placements of outdoor and non traditional advertising are prohibited. They include: bench ads

car magnets

billboards (fixed or mobile)

taxi tops

grocery stores and store carts

car wraps

menus and placemats

trash cans

bus shelters

lamp posts

NO clip art

bus ads •

Use the guidelines mentioned throughout this manual (i.e. photo requirements, legal disclaimer requirements, etc.).

Non-Traditional Advertising Per our brand Advertising policy as outlined in the Advertising Policy section of the Policy and Procedures Manual, non-traditional forms of advertising are generally prohibited. Non-traditional advertising includes but is not limited to outdoor advertising media (e.g. fixed or mobile billboards, taxi tops, bus benches, car wraps, car magnets, trash cans, lamp posts etc.) and retail outlet media (e.g. shopping carts, check-out dividers, restaurant placemats etc.). If ever there is uncertainty regarding appropriate advertising please contact your office Marketing director or Manager for additional clarification. Non-traditional advetising should not be purchased unless you consult with your management.

Reality TV Check with the owner or office manager of your company prior to signing any agreement to participate in realty programming of any sort. We must approve in advance any appearance by you. Our approval may be conditioned upon, among other things, the restriction, and/or prohibition on uses of the brand logo, your local company name or Sotheby’s International Realty®. Consideration should be given to engagement in such media opportunities as participants rarely have the rights to review the final product and the way in which you and your reputation are portrayed.

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Suggested taglines We recommend the following taglines for advertisements you choose to design: Artfully uniting extraordinary homes with extraordinary lives® For the ongoing collection of life® Every so often, art is created with brick and mortar.

Every home is a masterpiece. It’s easy to perfect the art of living, when you live within a work of art. Our national advertising and marketing initiatives utilize descriptive words to effectively communicate the Sotheby’s International Realty® brand. Consider applying these words as you create local market campaigns to further build brand awareness. Connoisseurs of Life

Refined

Mastering the Art of Being Connected

Inviting Sophisticated

Where your home reflects your style

Savvy Confident

The evolution of extraordinary Building on the extraordinary Each home needs a proper frame… For the connoisseur of life, an ideal home is in perfect harmony with its surroundings We take great pride in using our expertise, resources, and global connections to perfectly unite extraordinary places with the extraordinary buyers who will cherish them as we do. Truly unique homes for the connoisseur of life. The perfect home is a means of self-expression An exceptional home is simply a frame for an exceptional life

Discreet Expertise Unique

The Copy Reservoir For brandspecific taglines and words, visit Access for a complete list.

Leveraging Licensed Fine Art You have access to extraordinary fine art paintings, without any cost to you, for use in all marketing and advertising efforts. By utilizing these images you are not only leveraging the association consumers have with the Sotheby’s name, you are positioning your company in your local market as inviting, savvy and refined. •

Visit Access and fill out the Fine Art Request Form or you can email your request to marketing@ sothebysrealty.com

Note that the artist’s name and title of work must be included somewhere on the marketing material that you are creating.

Below are samples of our licensed fine art. Please refer to Access for current licensed fine art since there are expiration dates.

Periodically review your Fine Art Image usage to ensure thye are not used beyound their experation dates.

In the perfect home every room is a living room A unique home is both a private retreat and a public statement. A memorable home celebrates past achievement while inspiring future ones. Extraordinary character is timeless. Inspiring homes have views as expansive as your vision. In the ultimate homes, inspiration is drawn from reflection. The warmth of a home emanates from within. Timeless appeal. Grandeur embodied. For the unique. For the savvy. For the refined. For the connoisseur of Life. Dedicated to the extraordinary. The exceptional. The unique.

2016

* Greenwich Elegy by John Newcomb

19


Global Advertising Campaign-Localized

Leverage the momentum of the international advertising campaign in your local market by requesting a custom ad bearing your Logo Lock-Up, approved company website and telephone number. Visit Access and fill out the IMAGINE, We are or Benefits Request Form, or you can email us at marketing@sothebysrealty.com

MOMENTS

1

Signage Guidelines

First impressions are critical and signage represents the first point of contact for the majority of our customers. Therefore the design of your signage and its consistent reproduction is imperative. Inconsistent signage is detrimental to the integrity of the brand image. Everyone is responsible for protecting this image by using and maintaining signage in a manner that is in keeping with brand identity standards. •

The samples shown below demonstrate the correct proportions and sizes for our standard yard sign design elements.

For additional examples and specifications please refer to the Identity Standards Manual (p. 22-29).

Ad Request Form

6

CONNECTED WORLDWIDE

SOLD

AT THIS MOMENT

2

1

time stood still

2

day turned to dusk

3

the sky caught fire

4

silence was golden

5

clouds became art

Smythe & Jones

3

4

6 the city was calm

5

Sydney, Australia | sir.com © MMXV Sotheby’s International Realty Affiliates LLC. All Rights Reserved. Sotheby’s International Realty Affiliates LLC fully supports the principles of the Fair Housing Act and the Equal Opportunity Act. Each Office is Independently Owned and Operated. Sotheby’s International Realty and the Sotheby’s International Realty logo are registered (or unregistered) service marks licensed to Sotheby’s International Realty Affiliate LLC.

Jonathan Smythe 000.000.0000

Important Signage must be ordered from Sotheby’s International Realty® Approved sign vendors only. Sign Riders must be ordered from Sotheby’s International Realty Approved sign vendors only. Please refer to the Identity Standards Manual for the Approved Standard Riders. For more information visit: access.sir.com

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Sales Associate Teams

The choice to support teams is a decision that will be determined each affiliated broker. Guidelines have been provided for those affiliates that have determined that team names and promotion would be acceptable in their company. When team names are being used the following guidelines should be followed to ensure compliance with the Sotheby’s International Realty® brand standards.

Signage •

FOR SALE

No specialty signage can be created, but sign riders with the approved team name and/or the approved team url will be permitted.

Team names may not appear on a custom sign panel

2016

Smythe & Jones

Option 1

Team Smith

Option 2

teamsmith.com

21


3.5"

Business Cards •

Team names are approved if and only if the team name is an actual person’s name. It can only be a name. ––

For example, Team Amazing is not approved

––

Team Anderson is approved

––

The Amazing Andersons is not approved

––

Realty, Real Estate, Property and like names are not approved for inclusion in a team name

Team names are approved on business cards only on line two.

Our approved print vendors monitor team names and only approve proofs if it is an actual name. If not, the request will be denied.

No logos, icons or graphics are allowed to accompany the team name.

If the team’s website is approved per our sales associate URL guidelines, then this url may be used on the business card.

The URL must be associated with the approved team name.

––

For example, TeamAnderson.com would be approved

––

TheAmazingAndersons.com would not be approved

.1875" Team Smith

1.8255"

0.12"

This is the only appropriate placement for your approved team name.

No other team information can appear on the business card

1.625"

2.875"

All other components of the business card shall remain in line with our current brand standards.

1" 2.5"

t 555.555.5555 8.5pt smythejonessir.com 8pt

August 29, 2013 58%

Your company’s logo lock up and DBA must appear on stationery products. Team names cannot replace this legal information.

You may add a line under this required information with your approved team name.

If the team’s website is approved per the sales associate URL guidelines, then this url may be used on stationery.

Realtor® 9pt Team Smith

123 Street Name 9pt Town, ST 00000 9pt

Stationery – Letterhead Only •

Jane Realtor 8.5pt

Xpressdocs 4901 N. Beach St. Fort Worth, TX 76137 866.977.3627

Dir Sir or Madam, Letter body is 9 pt. Accate evel illest fugiae rest, que etus, sent atem eius cupicimpor autatur, atecatescil is molorit odiam voluptiam eum quaerro dolupta spernature elention cullore in et quam ventiis cilicabo. Et quatiaepudis mod quas et labo. Ut hic te necto blandae. Nem hilist, custent adia autae. Ut voluptatia dolorem oluption rectotatet quis ani autendersped mi, net hit rehenis apiet utem quam ditaesci aut expla quiant, ommo dolut enet quiam rehent omnis eossit, il mi, serupta quosapidus rendam, corepro blabo. Itam ipsam inis et re occum quiscip icipitisimus dolorepera aruntem qui bla venditinto to ilignim adisite et, in et qui dolorese sit is cus molupta ssimusandae moluptaspit ad. Magnatios event ut ut et est etur moluptatquis eum laccaeptatem fugiam latem ne nobis es doluptati repro quid quibus derum volent exceaqui optatem aut omnim si unte verae es et landellore, quos ium sim eosa at ipiscil eaquiat uriatur, ut facepro tet volupit ad ut pro eosapid ebitibus et ommolupit, tota corestrunt aut pa nimin corumqui ad errunto blabori taquunt doles acietur aliciure quam voluptas estiore et que peremporum rerumen dandit enimenis dolupta sperioribus volenient dest, omnis ea dolore andestio. Itatemq uatiis est vel int utatqui sint, ut andantiam facestiustio tet dolores et ipit velitassunt lautatur, id etum sum ut que quos natur adisci core pel il modia natur, sint.

No other team information may appear.

Ebistetur, non pore volore porem incto cum ea ditae nos modis quis que comnimusda volor magnatquam sapitis sum a dolupti ssust, con cus que vent odi arum quia dolupiet ipsum quiatem et dolorporum imus net evel in et optas maximilit dolut doluptas sint utat veleste

All other components of the stationery shall remain in line with brand standards.

coressitae rerumqui comniae iusciis ea et, illiquis iusdam volupta vent enem quat.

Thank you for your time

0.375"

Each Office Independently Owned And Operated 6.5pt

This is the only appropriate placement for your approved team name.

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22


Global Distribution Program •

Team names may not appear on the cover.

In the standard placement for contact information, your company’s legal logo lock up and DBA must appear and this is the only place your team name may be included.

No logos, icons or graphics associated with the team are allowed to appear on the brochure.

The content options whether text or imagery are specifically for property information and may not be used for team information.

MOUNT VERNON, VA Wycliffe on the Potomac BEAUTY CAPTURED Welcome home to this amazing, impeccably designed and newly remodeled Wycliffe home. With it’s large open kitchen and expanded family room, exceptionally bright and welcoming lower level rec room with home theater, and 43 foot long deck, this home is ideal for family life, grand entertaining or simply having coffee with the neighbors. 4 large guest rooms keep family and guests comfortable. Enjoy the professionally designed gardens. At the end of the day, unwind in the master suite, with it’s spa-like bath and private fireplace.

HISTORIC MOUNT VERNON Sited on George Washington’s Union Farm originally part of the Mount Vernon Estate, this home is conveniently located just steps from Mansion House Yacht, Swim and Tennis Club. Take advantage of area golf courses, equestrian opportunities and local restaurants and shopping. Owners enjoy the privilege of joining the prestigious Friends of Mount Vernon Association.

No photo replacement with team logo/name.

3808 Washington Woods drive Wycliffe on the Potomac $1,349,000 5 Bedrooms, 3 Full and 1 half Bath Approximately 5,500 Square Feet • • • • •

$400,000+ in Recent Improvements 3 Car Garage Almost Half Acre Lot Home Theater Custom Details Throughout

Heather Corey & Sharon Wildberger

Sales Associate Team Realty Name TTR Sotheby’s International

TIMELESS APPEAL With over $400,000 in recent improvements, this home is in move-in ready condition. Within the past 2 years the family room addition, new kitchen, bathrooms, custom lighting, gutters and Trex deck were completed. New 2-zone high-efficiency HVAC, cedar-shake roof and water heater all were completed within the past 5 years. Great opportunity to purchase a remodeled home in an established community.

400 South Washington Street Realty Smythe & Jones Sotheby’s International 175 Park Ave. Virginia 22314 Alexandria, Madison, NJ 07940

This is the only appropriate placement for approved team names.

hcorey@ttrsir.com Smythe@sir.com 555.555.5555 703.989.1183 Jones@sir.com swildberger@ttrsir.com 555.555.5556 703.597.0374

Sotheby’s International Realty and the Sotheby’s International Realty logo are registered (or unregistered) service marks used with permission. Sotheby’s International Realty Affiliates LLC fully supports the principles of the Fair Housing Act and the Equal Opportunity Act. Each Office Is Independently Owned And Operated. If your property is listed with a real estate broker, please disregard. It is not our intention to solicit the offerings of other real estate brokers. We are happy to work with them and cooperate fully.

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23


Postcards •

Team names may not appear on the cover.

No logos, icons or graphics associated with the team are allowed to appear on either side of the postcard.

The content options whether text or imagery are specifically for property information and may not be used for team information.

In templates that include a sales associate photo box, an approved team photo may appear.

On sothebysrealty.com and select marketing photo must appear black & white

The differece is in the Details...

Sales Associate

Smythe & Jones Properties

Title Team Smith Phone #1 Phone #2

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© MMX Sotheby’s International Realty Affiliates LLC. A Realogy Company. 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. If your property is listed with a real estate broker, please disregard. It is not our intention to solicit the offerings of other real estate brokers. We are happy to work with them and cooperate fully.

Title Line 2 is the only place your team name may appear

Text Client Name

Address Line One Line Two City, State, Zip

Only your company’s approved logo lockup may appear NO OTHER LOGOS ARE PERMITTED

Postcards Best Practices ·· Use only high resolution purposeful photography ·· Use the messaging on the template to guide photo selection ·· Use the templates as intended, only photos in the spots for photos etc. ·· Double check copy content for spelling and grammatical errors ·· Remember less is more

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Team Photo •

Team photos are permitted if and only if the photo is compliant with our current professional photography guidelines.

2016

25


Team Logo •

Smythe

Team logos may not be created incorporating the logo of your company or the Sotheby’s International Realty® brand.

TEAM SMITH

Although team logos may not be used on any core collateral (e.g. stationary, business cards, yard signs, global distribution brochures, and postcards) they may be used on other local marketing items

TEAM SMITH

Team Smith

Smythe & Jones

Do not double up

Team Logo

Note

Company Logo

·· Separation of logos

2016

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2016

27


2016

Sotheby’s International Realty and the Sotheby’s International Realty logo are registered (or unregistered) service marks used with permission. Each Office Is Independently Owned And Operated.

28


Sales Associates Guidelines