Playbook The2025
Introduction
At Sotheby?s International Realty, we redefine the art of luxury real estate. Our commitment to crafting unparalleled experiences for our clients sets us apart as a global luxury real estate leader
This comprehensive brand playbook has been meticulously crafted to empower you with a profound understanding of our brand, enabling you to curate distinctive and unforgettable experiences for your customers and clients Within these pages, we ve broken down some of our most powerful marketing tools into practical, actionable items that you can employ to elevate yourself, promote your business, and give your listings the attention and recognition that they deserve.
Our aspiration is that this playbook becomes your compass, enabling you to fully harness the power of our brand.
OurBrand
At Sotheby?sInternational Realty, wearecuratorsof theunique? connectingtheworld?smost uniquehomes withthebuyerswhoappreciatetheir potential. Anauthorityfor aneweraof luxury, definedbyour eyefor what makeshomesspecial andtheuniqueexperiencesandlifestylestheyopenup.
GlobalReferral Network
Sotheby's International Realty has offices in the most significant markets around the world These markets act as catalysts to generate sales traffic for one another.
Additionally, our broker-to-broker referral network augments the deep personal connections among sales associates. Sellers benefit from the added opportunities to find buyers through the referral network as well as through Sotheby?s auction clientele.
Connect with peers in your feeder markets and work with your referral manager to make sure your referrals are always entered in our system
Sotheby's AuctionHouse
For over two centuries, Sotheby's has meticulously crafted an iconic brand synonymous with unparalleled prestige. Today, Sotheby's International Realty seamlessly extends this legacy, upholding the same elevated standards and delivering exemplary service. We harness the global power of the Sotheby?s name and its proprietary database of 1million clients to create unique opportunities and introduce your listing to the most qualified buyers around the world
H OW D O I US E I T ?
Share auction updates, highlights, and events effortlessly, showcasing your connection with the auction house. Unlock exclusive consignment referrals and advertising opportunities in Sotheby?s International Realty®publications, maximizing your brand benefits.
For auction consignments, auction house tours and referral information contact: Karina Binaco, Auction House Relationship Manager, +1212.606.7500 | Karina.Binaco@sothebys.realty
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Brand Standards
Managing an iconic and luxury international brand requires visual discipline and consistency. The Identity Standards Manual on Access and the Style Guide Overview on Design Vault were created to help you communicate with consumers in a distinctive way while ensuring brand recognition and trust globally. H OW D O
Use these brand standards and guidelines to elevate the presentation of your services and to keep you in compliance with the Sotheby?s International Realty® brand licensing agreement.
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OurMarketing
sothebysrealty.com andSIRMobile
Our website and SIR Mobile app, available in 15 languages, captivate millions of monthly viewers with immersive content? high-resolution photos, ultra-HD videos, and VR tours. This rich content on sothebyrealty.com ensures top search engine rankings, enhancing the visibility of your listing. Listings worldwide are easily accessible on any device, allowing mobile users to text a sales associate directly from any listing page. Explore enhanced agent profile pages on sothebysrealty com for unprecedented opportunities to showcase your personality, business style, and market expertise.
H OW D O I US E I T ?
Maximize exposure opportunities for your listings with sothebysrealty.com?s unique features, along with lifestyle options and comprehensive listing details Ensure updated agent bios and profile pages for a more engaging client experience.
Property Syndication
The Sotheby?s International Realty®brand provides unparalleled exposure and worldwide reach for our listings, a crucial differentiator that sets us apart from the rest of the industry. Once a home is showcased on sothebysrealty.com, it is exclusively distributed to the most authoritative news, luxury lifestyle, financial, and real estate-centric websites around the world at no additional cost to the agent.
H OW D O I US E I T ?
Get familiar with the brand?s Property Syndication offering in your region and leverage the Property Syndication graphic when engaging with sellers. US and Non-US companies can find their respective property syndication graphics in the listing presentation, and as a standalone graphic on Access under the Property Syndication page.
OurCampaign:1of1
The global brand campaign ?1of 1?aims at positioning the Sotheby?s International Realty brand as the Curators of the Unique; connecting the world?s most distinctive homes with the most extraordinary lifestyles.
The campaign offers a holistic and modular design system that enables simple adaptation and customization across your various touch points with clients and consumers while ensuring visual consistency globally
Use Design Vault templates for diverse marketing needs? banner ads,socials media assets,and print ads.Employ ActivePipe templates for email marketing.Find campaign videos in different lengthsand specifications on Access.Campaign headlines are trans-created in 12 languages.
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Brand Advertising
Our global media plan is a portfolio of global advertising partnerships and exposure opportunities available to the network Tailored through technology, Sotheby?s International Realty delivers content by partnering with the world?s leading media powerhouses. The cutting-edge innovation, strategic positioning, and international impact of these media partnerships enables our brand to successfully connect with discerning audiences worldwide.
H OW D O I US E I T ?
Use the Global Media Brochure as a resource to highlight our global reach, as well as the specific brand exclusives that truly set us apart All advertising campaigns throughout the Global Media Advertising Brochure are at no additional cost, but to be featured on the plan, properties must be submitted for consideration via the property promotion portal form on Access and meet our selection criteria. Please contact your marketing department for more information.
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Social Media
The Sotheby?s International Realty®brand social media channels reach more than 1.2 million followers across Facebook, Instagram, TikTok, Pinterest, LinkedIn, X, and WeChat. Our award-winning YouTube channel boasts the highest number of video views and subscribers among all real estate brands. To enhance your own content, a variety of social media templates are available on Design Vault. These videos, brand-related hashtags, and other content serve as a valuable repository of materials that can elevate and enrich your social media presence
H OW D O I US E I T ?
Like, comment, and share the posts from our @sothebysrealty brand accounts to generate engagement. Reshare the brand's content to your social media profiles and supplement your original content using one of the templates crafted for you on Design Vault.
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Public Relations
Sotheby?s International Realty is the most profiled real estate brand in the press. As a result of our award-winning in-house PR team's strong relationships with leading media outlets, we are able to generate greater exposure for your business.
PR efforts not only showcase the remarkable properties we represent around the globe, but the team is also well-versed in industry trends and insight, presenting added exposure opportunities for you to illustrate your expertise and leadership in your respective market.
Sotheby?s International Realty
H OW D O I US E I T ?
If you have a listing or sale that could be a candidate for PR exposure, be sure to let us know in a timely fashion. Connect with your company?s marketing contact to review and submit to the corporate PR team.
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Douglas Elliman
Engel & V?lkers
Berkshire Hathaway HomeServices
Keller Williams Realty
Christie?s International Real Estate
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InternalBrand Communications
Sotheby?s International Realty®internal brand communications keep you informed about the latest brand developments, initiatives, and tools Crafted for easy reading, brand communications are brief, timely, and packed with valuable information. The brand produces three newsletters.
What?s New
Weekly newsletter, delivered each Monday, highlighting the most timely and important brand news
Leading at Sotheby?s international Realty Weekly newsletter, delivered each Wednesday, tailored to owners and managers.
Marketing Insider
Bi-weekly newsletter, delivered every other Thursday, for global marketers.
H OW D O I US E I T ?
Use the brand?s communications to get the latest on company news, learning opportunities, marketing assets, and more.
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Cooperative Advertising
The Sotheby?s International Realty®cooperative advertising program, in collaboration with Sky Advertising, provides an array of print and digital options for property advertising This program leverages high-profile, global media partners and offers targeted reach and vast worldwide exposure at highly negotiated rates. The cooperative advertising program offers relevant advertising opportunities strategically curated to reach targeted buyers.
Visit Sky Advertising's website to view the full print and digital cooperative advertising offering,as well as to place your reservations for one-off placements or bespoke media plans.
RESIDE
RESIDE, the Sotheby's International Realty®magazine, showcases the pinnacle of inspirational homes and global lifestyles. With captivating stories and images, it explores art, interior design trends, architecture, locations, and more. RESIDEoffers a powerful tool to distinguish yourself in the market, leveraging its content and prestigious reputation to strengthen your authority in the realm of fine living.
H OW D O I US E I T ?
RESIDEoffers a customizable publishing program through Sky Advertising. Affiliates globally can enhance their local market presence by presenting a personalized version of RESIDE, showcasing local listings. Alternatively, they can utilize RESIDE's content as part of their social media strategy
RESIDE OVERVIEW
Luxury Outlook
The brand?s bi-annual Luxury Outlook report offers a deep dive into high-end residential markets across the globe. The report evaluates trends happening in the world?s primary and secondary markets, as well as the wealth trends that will drive discretionary investment decisions in the year ahead.
H OW D O I US E I T ?
Share this year?s Luxury Outlook reports with your sphere of influence using the ActivePipe template. Customize the report on Design Vault with your local market information and current listings to build trust and credibility among clients. Design Vault also offers social media assets
READ THE CURRENT REPORT
BrandEvents
Brand events such as the Global Networking Event, among others, provide unparalleled global exposure and networking opportunities with the world?s most-sought-after real estate and luxury enthusiasts. One-of-a-kind high-profile sponsorships with partners such as Sotheby's Auction House allow us to create immersive opportunities, engaging prospective sellers and buyers and promoting the most inspiring properties in the world.
H OW D O I US E I T ?
Sponsoring or participating in one of these events gives you an opportunity to network with Sotheby?s International Realty®affiliates and to showcase listings to the most affluent clientele worldwide.
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OurTechnologyStack
Access
Our extranet - access sir com - offers many exciting features and acts as the gateway to all our brand has to offer. Gain access to the most current data, tools, and resources that streamline your daily operations and elevate your business.
H OW D O I US E I T ?
Log in to access.sir.com with your @sothebysrealty.com email Navigate the main menu for updates, brand applications, and global collaboration with Sotheby's International Realty®peers.
PropertyPromotion Form
The Property Promotion Form is used to nominate properties to be considered for marketing and advertising placement across Sotheby?s International Realty®social media networks and premium media outlets such as The Wall Street Journal, Dwell, Architectural Digest, The New York Times and more.
H OW D O I US E I T ?
Maximize the reach of your properties by submitting them through the Property Promotion Form to benefit from the brand's global media advertising. All placements, approved and rejected, will be listed on the Property Scorecard, also found within Access. Contact your marketing department for more information. SUBMIT
Design Vault
Design Vault is a complimentary design tool that allows you to create agency-quality marketing campaigns for you and your business This is an easy tool for creating elements for both print and digital placements within your listing?s marketing plan.
Design Vault templates are preset to align with the brand's aesthetics, simplifying the personalization of ads with your listing photos, details, and contact information. The editor is integrated with the Sotheby?s International Realty®listings database, enabling easy drag-and-drop of property information. Also, you can directly send items to a professional printer and easily share graphics on social media with optimized integration. Access login is required for usage.
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Video Studio
Elevate your property marketing with the new Video Studio. This powerful tool empowers you to create agency-quality videos that captivate your audience and enhance your personal brand presence.
Video Studio templates are preset to align with the brand's aesthetics, simplifying the personalization of videos with your listing videos, photos, and property and contact information. Easily create your videos, download to use on your social sites and for other company purposes. Access login is through Design Vault.
Email Marketing
ActivePipe is an enterprise email marketing solution that helps you deploy beautiful, professional, and mobile responsive emails in minutes. The Sotheby?s International Realty® brand uses this platform to provide branded email templates to promote properties and programs to your local markets.
H OW D O I US E I T ?
ActivePipe is integrated with the Sotheby?s International Realty listings database for easy drag and drop of property information. You will be able to use the pre-designed templates to showcase listings, announce an open house, or create your monthly newsletter. The tool also allows you to create distribution lists, categorize your contacts, manage your database, and easily upload to social media channels. ActivePipe requires a paid subscription.
Listing Presentation
Powerful Together is the brand?s Listing Presentation. It is a visually engaging marketing piece that enables agents to effectively introduce the power of the Sotheby's International Realty®brand to home sellers. It also helps position our agents as true real estate advisors, who know what matters the most for their clients and know the market inside-out.
H OW D O I US E I T ?
To customize the Listing Presentation, visit Design Vault. In there you will find three presentation versions (Digital, Landscape Print, and Magazine Style), ready to be personalized with your local content. In addition, there is an off-the-shelf version to be used more generically. Note that agents only have access to the customized version that their marketers have prepared for them if their market has chosen to do so, but all have access to the off-the-shelf version. Marketers also have access to an implementation guide called Guide - Listing Presentation. Furthermore, we have created a Talk Track document to help your agents master the delivery of the presentation to clients
Customer Relationship Management-Cloze
Cloze is an AI-powered sales and marketing platform that boosts productivity and effortlessly enhances client relationships with CRM, lead management, and marketing automation. Its AI reminds you to follow up with clients, helps create content and drip campaigns, and eliminates busy work by automatically updating contacts and keeping track of calls, texts, and emails. On average, agents that use Cloze identify, manage, and close 36% more business H OW D O I US E I T ?
Cloze is both a native mobile app and desktop application making it easy to access all its features from your phone. Everything you can do on mobile you can also do on the web. Once you sign up and create your account, the app will help you get set up and ready to go. Cloze requires a paid subscription.
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DigitalMarketingBoost
Boost automates digital advertising campaigns, allowing you to create ads that promote you or your listings within minutes Ads run on Facebook, Instagram, Nextdoor, and over 1,000 websites across the web. The ads are visually compelling, automatically populate with listing details, and are powered by the industry?s best targeting to ensure the right audiences see the ad. The Boost platform also benefits from AnywhereSM negotiated pricing, and is only available in the U S and Canada
Your Boost dashboard is a one-stop shop for everything you?ll need to manage your ads, and you can access it anytime to make adjustments or edits Because it already has your listing?s information, including listing details and photos, you can have your ad up and running on Facebook, Instagram and across the web in just a few clicks.
Leads Engine
Leads Engine is an AnywhereSM next generation tool for lead distribution, management, and analytics. Using adaptive design and powerful back-end scaling, Leads Engine can not only process a tremendous lead volume but can also accommodate the business needs of brokers large and small. Leads Engine is currently available only within the U.S.. H OW D O I US E I T ?
Once your company is onboarded to Leads Engine, the Admin Group will be automatically created within Group Manager. The company Admin will need to assign users to this group using the Add User feature.
Learning Platform
The Learning Platform by Sotheby?s International Realty is curated by the Global Learning Team. The purpose of the platform is to provide our agents with the most up-to-date offerings in learning, training, development, and coaching. The goal is to focus on agent productivity, mastery of skill development, and ways to enhance the agent experience with change of behavior.
Visit the Learning Platform to understand the value proposition and the power of our brand. The offerings are dynamic, interactive, live, and accessible on-demand for ease of use. It offers a curriculum with a proven pathway for success and designed for agents at all levels and years of experience.
ExclusivePrograms
TheCollection
The Collection is the exclusive marketing program for private listings and new-to-market notable properties represented by Sotheby?s International Realty. Each quarter, the program reaches 7,500+ top-tier Sotheby?s auction house clients with a newsletter promoting a curation of properties available for their exclusive preview. To enhance exposure of these exclusive properties, The Collection is also distributed to a list of top sales associates affiliated with the brand.
The Collection is an effective program that can enable our agents to secure new business. Work with your marketing team members to nominate your listings for consideration. LEARN MORE
Development Advisors
Sotheby?s International Realty®Development Advisors offers support and information to agents in their efforts to plan, market, and sell new development projects both domestically and abroad. With our new development expertise, the Sotheby?s International Realty brand's advantages, and our vast industry knowledge, we deliver faster absorption and higher sellouts for our clients. The Development Advisors team includes experts in new development marketing, sales, research, and project management
Please contact DevelopmentAdvisors@sothebys.realty for more information and visit our page on Access.
Sotheby's ConciergeAuctions
For almost two decades, Sotheby's Concierge Auctions has led the luxury real estate auction market with billions in sales and is the only firm in the industry successfully auctioning property above US$20million.
This platform is an additional tool for selling one-of-a-kind high-end listings that protects the listing agent's commission. Auctions can build interest and competition for real estate in a finite time period, just as they do for expensive artwork, wine, and cars
By using this tool alongside the traditional tactics, it gives us core expertise in "auction sale format " and sellers can bring more predictability to the process and accelerate the timing of a sale to as little as 60 days
If a US$2 million-plus listing is approaching its expiration, or if there has not been significant buyer interest, consider Sotheby's Concierge Auctions as your next step. This approach can recalibrate interest and bring predictability, liquidity, and certainty for sellers looking to accelerate the sale. Please reach out to clientservices@casothebys com or +1212 2575067
Gifting Collection
Sotheby?s International Realty®Signature Gifts offers an exclusive collection of high-end items designed to impress the most discerning recipients Present your clients with an exquisite gift from this collection adorned with our exclusive branded pattern.
H OW D O I US E I T ?
Create meaningful interactions and foster long-term relationships with clients by presenting them with a memorable, branded gift. Visit our Signature Gifts page on Access to view our full offering.
NewStory
Sotheby?s International Realty chose New Story as our charitable partner because we believe that everyone deserves a safe place to call home. New Story is a non-profit organization that puts 100% of donations towards transforming dangerous living environments into communities of safe, sustainable homes.
Over the course of our partnership, the Sotheby?s International Realty network has collectively donated over US$1.5M to New Story for housing projects in Haiti and Mexico.
H OW D O I US E I T ?
You can sign-up to have a monthly donation go directly to New Story at a denomination of your choice. Assets are available on ActivePipe and Design Vault to share the news of your efforts This is a fantastic avenue to engage your community while spreading the word about this notable cause.
