HNR Luxury Marketing Proposal

Luxury Property MARKETING

PROPOSAL

EXPERTISE | TRUST | INTEGRITY When you choose to list your property with Harry Norman, REALTORS®, you will experience comprehensive local expertise and your property will be introduced to a network of knowledgeable real estate professionals across the globe. Since 1930, Harry Norman has been Atlanta’s leader in sales of exceptional properties. Throughout metro Atlanta, more buyers and sellers trust the purchase or sale of their luxury property to Harry Norman, REALTORS®.

President and CEO

THE BEST MOVE YOU’LL EVER MAKE™

Luxury Marketing Services

Proprietary programs available only through Harry Norman’s three global partners. No other brokerage offers more.

As an exclusive Affiliate of Christie’s International Real Estate, our ties to the world’s leading art business and its global real estate network provide you with a unique and unparalleled opportunity to differentiate yourself from the competitors. Our affiliation distinguishes you as “best in class,” and offers you the opportunity to engage a worldwide audience of high-net-worth home buyers.

Christie’s International Real Estate is the global authority on the effective marketing of fine properties.

THE CHRISTIE’S INTERNATIONAL REAL ESTATE NETWORK • • • • •

119 affiliated brokerages 1,095 offices 31,964 sales associates around the globe 40 countries Admittance to the network is by invitation-only to companies with proven records of success in high-value home sales • Affiliates exhibit a commitment to the auction house’s two-century-old tradition of exceptional client service

WEB STATISTICS FOR WWW.CHRISTIESREALESTATE.COM • • • • • • •

Average property price on www.christiesrealestate.com: US $3.8 million Percentage of properties valued at US $1 million and above: 94% Number of properties valued at more than US $10 million: 592 Number of countries with active listings: 40 Average number of monthly visits: 117,518 Unique visitors per month: 76,594 Monthly average of click-throughs from Christie’s site, www.christies.com: 6,540

Constantly evolving to meet the demands of the future, the marketing programs Christie’s Primary Marketing Programs are an ingenious blend of new media and proven, time-honored practices.

Constantly evolving to meet thetoward demands of the future, the marketing programs are an ingenious Directed an audience of distinguished homebuyers and investors, campaigns achieve results across diverse venues and approaches, including blend of new media and proven time-honored practices.

Directed toward an audience of distinguished interactive applications, print, networking, and press coverage. home buyers and investors, campaigns achieve results across diverse venues and approaches, including interactive applications, print, networking and press coverage. christie’s international real estate magazine

Issue Four 2010/2011

Above the Clouds Stowe, Vermont

www.christiesrealestate.com

Rich with striking photography, elegant design, and engaging descriptions, the Christie’s International Real Estate magazine is a keepsake publication.

Produced four times a year, the magazine reaches approximately one million CHRISTIE’S INTERNATIONAL REAL ESTATE MAGAZINE readers annually.

A targeted list ensures each issue is sent The to magazine Christie’s International Realmailing Estate magazine is athat keepsake publication. individuals of exceptional means.

The magazine can It becan found at newsstands, reaches approximately one million readers annually. be found at newsstands, fine fine bookstores, fashionable hotels, private airport lounges, and Affiliate book stores, fashionable hotels, private airport lounges and Affiliate officesoffices across the across the world. Distribution also includes important Christie’s auctions in world. Distribution also includes important Christie’s auctions in such cities as Hong such cities as Hong Kong, New York, Dubai, London, Milan, Geneva, and Paris.

Kong, New York, Dubai, London, Milan, Geneva and Paris.

A digital version of the magazine is available at www.christiesrealestate.com.

worldwide brochure distribution

Holly Hill B r i a rc l i ff Ma n o r , n ew Yo r k

WORLDWIDE BROCHURE DISTRIBUTION Crafted for select estates, visually rich property brochures are distributed to more Crafted for select visually rich property brochures are distributed more than than 350 cities in 40estates, countries for prominent display in Christie’s saleroomstoand many the in global offices offor theprominent Affiliated real estate brokerages.

The high350ofcities 40 countries display in Christie’s salerooms and many of the quality brochures find an audience with influential homebuyers, investors, and global offices of the Affiliated real estate brokerages. other prime prospects through display at these carefully targeted venues. Artfully designed, the brochures articulate the amenities and uncommon lifestyle opportunities presented by each property.

CHRISTIE’S INTERNATIONAL REAL ESTATE WEBSITE Attracting millions of worldwide visitors, the Christie’s International Real Estate Web . site is the perfect preferred portal for buyers and sellers across the globe. The number of monthly visits is more than 100,000.

COMPLIMENTARY BANNER ADVERTISING PROGRAM Properties advertised under the Christie’s name benefit from invaluable exposure and association with a well-known and admired brand. Christie’s International Real Estate advertising initiatives receive prominent placement in such periodicals as The New York Times, The Wall Street Journal, The Wall Street Journal International, Country Life, and Robb Report Collection.

ices

combines traditional advertising channels and cutting-edge strategies.

Christie’s Outperforms the Competition The depth & reach of our network is outstanding

Online Properties Above $1 million Double the percentage

94%

Online Properties Above $3 million Double the percentage

32%

43%

Christie’s

Sotheby’s

Number of Offices

Nearly double the offices worldwide

14%

Christie’s

Sotheby’s

Number of Agents

Almost 3 times the agents across the globe

1074 31,964 576 11,763

Christie’s

Sotheby’s

Source: Christie’s International Real Estate (Q1 2012) & sothebysrealty.com (Q1 2012)

Christie’s

Sotheby’s

® ®

LOCAL STRENGTH. GLOBAL POWERHOUSE. MAXIMUM EXPOSURE. As an affiliate of the prestigious Leading Real Estate Companies of the World® network, we are proud that our organization produced more home sales volume in 2011 than any national real estate network, nearly $235 billion representing over 920,000 transactions. Those connections make us a national and global — not just local — real estate company working on your behalf.

LEADING RE 2011 SALES RESULTS • • • •

Is $69 billion ahead of its closest competitor in sales volume Leads all national brands in total units sold, with over 920,000 sales units Has 27% of the total home sales among the top 500 U.S. real estate firms Has the #1 firms in sales volume, transaction sides or both, in 39% of the top 103 markets - significantly more than our closet national franchise competitor

LEADINGRE MARKETING NUMBERS • • • • • •

Over 500 companies 4600 offices 140,000 associates Over 30 countries Annual home sales of $235 billion Over 920,000 annual transactions

Luxury Portfolio International™ is the luxury face of Leading Real Estate Companies of the World®, the largest global network of premier locally branded companies dominated by many of the world’s most powerful independent luxury brokerages. Our award-winning website continues to grow and markets over 25,000 of the world’s most remarkable homes annually and attracts over 1.2 million high-net-worth visitors a year. By presenting a gallery of the finest luxury properties and brokerage worldwide, our brand is recognized throughout the world as the luxury standard of excellence.

IN ADDITION, WE ARE UNMATCHED IN THE GLOBAL ARENA • • • • •

With properties in over 45 states and 27 countries Website visitors from over 200 countries/territories every month Site translation in nine languages Conversion to multiple currencies Total inventory of available properties totaling almost $40 billion

THE 200 LUXURY AFFILIATES REPRESENT THE LUXURY COMPONENT OF AN ORGANIZATION WHICH ENCOMPASSES NEARLY • • • • •

550 companies 4,600 offices 140,000 associates Produces $225 billion in annual home sales 30 countries

Based in the United States, Luxury Portfolio International™ is backed by the experience of the most well respected and well known experts in luxury real estate markets worldwide.

LUXURY PORTFOLIO GLOBAL REACH • Average 140,000+ high-net-worth visitors every month spend average of 12 minutes • Traffic to site almost 200+ territories/countries each month • Top countries are: US, UK, Canada, Australia, South Africa, Italy, Spain, Switzerland, Germany, France, New Zealand, India, Mexico, Brazil, Ireland, Portugal, Netherlands, Belgium • Conversion to multiple currencies (60+) and translations in 9 languages

GLOBAL LISTINGS THAT ARE PRICED AT $1M OR ABOVE

MOST US $1M+ LISTINGS 10500

100%

9000 7500

80%

84%

60%

6000

55%

4500 3000

40%

42% 20%

1500

0%

0

TOTAL > $1M LuxuryPortfolio.com

LuxuryPortfolio.com

SothebysRealty.com

SothebysRealty.com

ColdwellBankerPreviews.com

ColdwellBankerPreviews.com

*Source: Mintel International Website Survey 4-12-2012

*Source: Mintel International Website Survey 4-12-2012

Luxury Portfolio International™ is the elite property component of Leading Real Estate Companies of the World®. It is designed to deliver unmatched national and international exposure to listings of $1 million+. Leveraging the power of the internet, Luxury Portfolio’s primary purpose is to drive affluent consumers to view your property on its website which features more $1 million+ listings than any other luxury real estate network.

SOCIAL MEDIA INITIATIVES • Facebook • Twitter • LinkedIn • YouTube • Google Plus • Pinterest • Lux Port TV

LUXURY PORTFOLIO TV LPTV features thousands of property videos and tours, community info and pieces on over a dozen architectural styles.

OVER 47 MILLION TARGETED LUXURY CONSUMERS

NEWSPAPER DISTRIBUTION

LUXURY PORTFOLIO MAGAZINE • Distribution to Members worldwide • Mailed to luxury home enthusiasts • International First Class Airline Lounges • Sold on US Barnes & Noble Newsstands • International Newsstands in 51 Countries • Total distribution: 85,000+

ONLINE PARTNER STATISTICS

• • • • • • •

Average Age — 47 (73% male, 27% female) Average Household Income — $253,100 Average Household Net Worth — $2,489,200 87% Own Primary Residence, 20% Own Secondary 24% Own More than One Home 29% Own Rental Properties 62% of Visitors Do Not Read the WSJ in Print

• Over 150,000 Unique Users Every Month • 50%+ Visitors go Straight to the Property Search • 75% Traffic is Non-US

• Over 250,000 Consumers Monthly • Non-US (China & HK 42%, Asia 15%, US 26%, EU 14%, Other 3%) • Demographics: • 57% Chinese Readers • 43% English Readers

• Real Estate information site for HGTV, #1 Home & Garden content provider online with a TV audience reach of 150 million households • Average visit is 25 minutes across 32 pages • FrontDoor.com leads the real estate category in repeat visits • Two thirds of traffic from the network: HGTV’s OpenHouse.com, HGTV.com, DIYNetwork.com, and hundreds of local TV and newspaper websites

• • • •

Listings portal for Leading Real Estate Companies of the World™ Total Monthly Visitors — 244,576 Total Property Clicks — 229,383 Absolute Property Click Through Rate — 94%

• Properties with a LuxeTour™ automatically syndicated to YouTube (the #2 search destination on the web) • Property specific stats reported in LuxeAnalytics

LUXURYREALESTATE.COM LuxuryRealEstate.com, a Webby Award Honoree, is the most-viewed luxury real estate website in the world, receives more than 2.5 million page views per month. We offer a showcase of more than 51,000 luxury properties with an average price of $2,200,000 USD, earning us the honor of being named “Forbes Favorite” for several years. We have also been ranked by high-net-worth U.S. consumers as “Best Website,” according to the Luxury Institute LLC, an independent research firm.

UPDATED LUXURYREALESTATE.COM FEATURES: • • • • • • • • • •

Homepage with enhanced listing features Property details pages with interactive map Facebook and Twitter integration for all properties “Other Visitors Also Viewed” listing recommendations Video tour support in place in photo gallery User liking of listings, blog posts and profiles Feature agent profiles linked to users searches Agent profiles Agents post blogs on their profile Client testimonials on agent profile page TOP 10 VISITING COUNTRIES: • • • • • • • • • •

United States Canada United Kingdom Australia Sweden Italy Germany France Spain Switzerland

TOTAL VISITING COUNTRIES: 195

As a member of Luxury Real Estate, you have a unique opportunity to benefit from our long-standing alliances with the world’s finest publications.

PRINT DISTRIBUTION • Luxury Real Estate Magazine: 50,000+ in 30+ countries (3x/yr) • Unique Homes: 50,000+ (6x/yr) • duPont Registry: 95,000+ (12x/yr) • Wall Street Journal (National): 1,900,000+ • Wall Street Journal (International): 167,000+

Luxury reaL estate Magazine

Luxury Real Estate Magazine publication published three Each issue features approx exclusive properties througho as well as features and colu to the discerning tastes of homeowner.

Ad cost is only $2,195 for featuring one to four properti reflects Harry Norman, Realto Full page advertisers receive 2 at no cost featuring one of th on their page.

Professional quality multi-m presentations showcasing ev featured in Luxury Real Estate also available.

Luxury Real Estate Magazine’s total distribution is 50,000 copies per issue. Tho

LUXURYREALESTATE.COM USER DEMOGRAPHICS ANNUAL HOUSEHOLD INCOME: $500,000 or More 22.6% Average HHI $368,571 AGE: 18-24 6.9% 25-34 27.8% 35-44 35.9% 45-54 18.8% 55-64 6.8% EDUCATION: College Grad 66.3% Masters 19.1% PhD 13.9% PROFESSIONAL STATUS Executive Businessman, CEO’s, Professionals, Luxury Real Estate Brokers and Agents AVERAGE VALUE OF PRIMARY HOME

$1,202,428

AVERAGE PERCENTAGE OF USERS OWNING SECOND, THIRD, FOURTH HOME

57%

AVERAGE VALUE OF HOUSEHOLD ASSETS

$1,771,428

PLAN TO PURCHASE THE FOLLOWING IN THE NEXT 12 MONTHS Yachts 33% Luxury Automobile 73% Home Furnishings or Interior Design Services 71% Private Club Residence or Fractional Ownership 46% Luxury Travel or Cruise Services 26% Aircraft/Fractional Jet Ownership 31%

T H E C O M PA N Y behind the success

WWW.HARRYNORMAN.COM For both buyers and sellers, www.harrynorman.com is THE online resource for real estate information.

ADVANTAGES FOR BUYERS: • Search more than 75,000 area listings of multiple listing services located throughout Georgia and North Carolina • Search nationally and globally through our affiliation with Leading Real Estate Companies of the World® • Apply online for a mortgage through HomeServices Lending, LLC • Determine how much you can afford with our mortgage calculator • Search for Open Houses • Obtain step-by-step information on the buying process • Use market tracker to follow market trends in your neighborhood ADVANTAGES FOR SELLERS: • More than 129,000 visitors per month • Exposure for your home with direct access to our site from more than 600 Leading Real Estate Companies of the World® affiliated companies across the country and around the world • User-friendly search brings more buyers to your home • Your open house will be listed and searchable • Step-by-step information on the selling process • Direct connection with your agent and access to website activity information on your property • Featured home on HNR homepage

The Best Websites

Your home will be on 700+ websites though our affiliations

www.HarryNorman.com

www.Christiesrealestate.com

www.RealEstateJournal.com

www.Regents.com

www.LuxuryPortfolio.com

www.LuxuryRealEstate.com

www.dupontregistry.com

www.robbreport.com

www.Realtor.com

www.Zillow.com

www.tweetlister.com

www.FMLS.com

速 速

www.LeadingRE.com

www.FrontDoor.com

www.ReloHomesearch.com

www.Roost.com

www.hotpads.com

www.countrylife.co.uk

www.ListHub.com

www.realestate.yahoo.com

www.Trulia.com

www.eleganthomes.com

www.GAMLS.com

www.cyberhomes.com

www.AJCHomefinder.com

Harry Norman, Realtors® Mobile Website OUR MOBILE WEBSITE WILL ALLOW YOU TO: • Search over 75,000 listings in Georgia and North Carolina using our comprehensive property search engine • Search for sales associates and office locations • Map properties and driving directions via Google Maps • Save your favorite properties • Save property searches and schedule to have it automatically emailed to you each day • Write notes and rank properties

HARRY NORMAN, REALTORS® LISTINGS APPEAR ON AJCHOMEFINDER.COM! When listing your property with Harry Norman, REALTORS®, your home will automatically appear on ajchomefinder.com.

This is just another way in which we expose your property on the internet to buyers actively searching for homes.

ajc.com Websites*: # 1 Local Atlanta Website

* ajc.com sites include: ajc.com, ajchomefinder.com, accessatlanta.com and all ajc classifieds sites

REALTOR.COM SHOWCASE LISTINGS All Harry Norman, REALTORS®’ listings are Showcase Listings. More traffic, better results!

WHY ARE COMPANY SHOWCASE LISTINGS BETTER THAN BEFORE? • • • • • • • • • • • •

Consumers spend 70% more time viewing them on the results page1 Two-Thirds of respondents remember the broker/real estate agent information after viewing2 Nearly half of consumers perceive Showcase Listings as nicer homes2 Nearly half of consumers believe the agent knows “how to sell”2 Over 80% of consumers say that Showcase Listings are more attention grabbing2 More powerful call-to-action Stand out with larger gallery photos Upload full motion video Display virtual tour Engage consumers with custom property description Drive more sales with a more robust lead form Stronger open house alerts

1 Source: Eyetools Study for Move, Inc. 3/14/08

2 Source: Customer proof points; 4 Mar08 OTX

Classic Arrowhead Effectiveness Study

Harry Norman’s Exclusive Publications Harry Norman HOME Magazine Harry Norman, REALTORS®’ signature publication features a selection of exceptional homes offered for sale and is targeted to an audience of high net worth consumers.

AN AFFLUENT AUDIENCE OF 25,000+ Direct-mailed to targeted high-end homeowners with median income of $250,000+ and home value of $750,000+, top luxury brokers and leading real estate brokers in the U.S. FULL-LENGTH EDITORIAL FEATURES A true Atlanta lifestyle publication. Every issue delves into topics of high interest to our discerning readers.

INTEGRATED AND INTERACTIVE MEDIA Promoted and distributed across multi-media platforms including print and web advertising, social media, and an interactive digital magazine.

Harry Norman HOME Insert Our full color real estate insert and companion piece to the Harry Norman HOME Magazine featuring a current selection of exceptional homes offered for sale with Harry Norman, REALTORS®.

OVER 110,000 COPIES DISTRIBUTED Direct-mailed to subscribers of Atlanta Business Chronicle and Neighbor Newspapers INTEGRATED AND INTERACTIVE MEDIA Promoted and distributed across multi-media platforms including print and web advertising, social media, and an interactive digital version.

Ranked #1 in Metro Atlanta’s Top 5 In 2011, Harry Norman, REALTORS® earned the highest position in all FMLS counties combined for total sales volume.

2011 Sales Volume

$1,460,165 (in thousands)

$1,037,546

Harry Norman, REALTORS®

Coldwell Banker Residential

$1,036,956

Prudential Georgia Realty

$489,689

$428,844

Sotheby’s Atlanta Fine Homes

Keller Williams Atlanta

Source: Trendgraphix, Inc. Based on FMLS Data for all FMLS counties combined, 2011, non aggregated Brokers.

The above information is believed to be accurate but not warranted. Equal Housing Opportunity.

Corporate Relocation Impact More than 18 percent of Harry Norman, REALTORS速 closed transactions originate in our Corporate and Consumers Business Services.

IN METRO ATLANTA We offer first-class service to our relocation clients, including coordinated group moves, special services and short term living arrangements. We work with over 200 companies in metro Atlanta, including many of the top employers. Below is a sampling of some of the businesses for whom we provide relocation services.

NATIONAL AND INTERNATIONAL RELOCATION Leading Real Estate Companies of the World速 represents over 600 of the foremost local and regional brands in residential real estate. Members number at 5,000 offices and 150,000 sales associates in the U.S. and 35 other countries.

Collectively, we sell over 1 million homes annually valued at $300 billion. These numbers secure our position as the highest volume producing real estate organization in America.

In addition to helping families relocate to Atlanta, we also offer services to list, manage and sell corporate-owned and banked-owned properties.

速 速

Local connections with a national presence. ,

Your connection to real estate, mortgage, title and insurance.

Harry Norman, REALTORS® is a member of HomeServices of America, Inc.™, a Berkshire Hathaway affiliate, the nation’s second largest real estate service provider. Harry Norman, REALTORS® is proud to be a member of this well-established and internationally regarded corporate family.

We offer integrated real estate services to our customers, including brokerage services, mortgage organizations, title and closing services, home warranties, property and casualty insurance and other related services.

Family of Services

We partner with experienced professionals to get the job done!

HomeServices Lending, LLC, our joint venture with Wells Fargo Home Mortgage, offers a variety of superior home mortgage options.

HN Insurance Services provides top insurance products from major insurers at competitive rates.

Township Title Services provides reputable and reliable title services to ensure a seamless real estate closing.

One less thing to worry about .

American Home Shield provides comprehensive and affordable home warranty coverage with unmatched customer service.

Allconnect helps you find the best deals on utility services in your area and manages the process of getting them connected. Moving made easy.

Market Resources

Metrics for Pricing, Analysis and Market Share

Harry Norman Associates & Affiliate Partners The best credentials to sell your home

Number of Sales Associates: 1,000+ Total Number of Phoenix Award Recipients:10 years in Million Dollar Club: 115 Number of Associates in Million Dollar Clubs: 427 Number of Accredited Relocation Specialists: 276 Number of Senior Marketing Consultants: 223 Number of Associates in Million Dollar Councils: 375

BL VD

Harry Norman, REALTORS速 Offices Conveniently Located Near You

Big CanoeNorth Georgia

EP

WN

E TO

OLD

Cobb Marietta

Country Club of the South

Atlanta/ Perimeter Sandy Springs Buckhead/ Northwest

AC E MA RK ET

Blue Ridge

Atlanta North

NE

East Cobb

20

Forsyth County/ Lake Lanier

North Fulton Y. KW

PL

400

HWY

Clayton/ Luxury Lake & Mtn

HWY

Buckhead Chastain Buckhead North Buckhead & Corporate

Historic Vinings Intown

Duluth/ Sugarloaf

To COLUMBUS

Peachtree City

25

E BAY ST DRAYTON ST

Highlands-Cashiers North Carolina

441

S MA IN ST

COURT HOUSE ST

Savannah

“There’s nothing old fashioned about the pursuit of excellence.”

—Harry Norman

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