MARKETING PROPOSAL
There is always a market for the exceptional.
July 18, 2017
Dear Serpil and Emilio, Thank you for offering us the opportunity to present you with the following proposal for the sale of your home, 4404 Red River Street, in Austin. This proposal has been developed in conjunction with our in-house marketing team to deliver unmatched exposure both nationally and internationally. We believe that your residence’s unsurpassed quality, architectural significance and premier location will create strong interest in the marketplace. The purpose of this proposal is to specifically describe the efforts that we will undertake in the following areas:
Public Relations and Media Management Event Marketing Print and Electronic Marketing Sotheby’s International Realty Network outreach and Co-brokerage
We know that both experience and results matter. Mike has been working with one of the premier home builders in Austin. From his experience there, he saw tremendous opportunity to remain in both fields and become a one-stop-shop for his clients. Whether it’s an investment property, the perfect dream home, or a fixer-upper - Mike brings a unique knowledge to his clients, allowing them to feel comfortable leaning on him with one the most important decisions of their lives. He has a great passion for people and helping wherever he can, which is why his clients can count on him for the best service. For your property there will be a 6% brokerage commission upon a completed sale with an outside broker representing a buyer. If a buyer is unrepresented the commission would lower to 5%. To maximize the effectiveness of our marketing efforts we request a 12 month listing term. We consider our relationship with clients to be a partnership in which all decisions are made in unison. All of the ideas in this proposal are designed to be a basis for an ongoing dialogue. Warm regards,
MIKE VILECE Realtor Associate Kuper Sotheby’s International Realty
J KUPER Principal Broker Kuper Sotheby’s International Realty
4404 Red River Street
PRODUCTION SERVICES PHOTOGRAPHY We will commission a portfolio of photographs by Chris Diaz, an architectural photographer. The goal is to curate a carefully orchestrated series of images — the most interesting angles, the ideal time of day, the most compelling features — all designed to show the estate at its very best. This portfolio enriches the viewer’s experience and will be the centerpiece of our marketing efforts, both in print and online. BUDGET: $1,000
VIDEOGRAPHY We will produce a video tour of the estate, to be hosted on our website. The property will be showcased using both wide-angle and detail shots to demonstrate the unique scale and detail of the property. Having this video will serve us well with purchaser and media inquiries alike, allowing us to provide an easy-todigest overview of the estate. BUDGET: $2,000
INDIVIDUALIZED BROCHURE We will create a custom, twelve-twenty page, full-color sales brochure, printed on heavy stock with a soft touch finish, with photographs and copy that highlight the distinctive features of the property. This brochure will be distributed to Sotheby’s International Realty brokerage offices worldwide. The brochure will also be displayed at the real estate desk at the Sotheby’s auction house global headquarters on York Avenue in Manhattan. BUDGET: $1,500
EXCLUSIVE DESIGNATED WEBSITE A custom, designated website for the estate will be created and maintained by Kuper Sotheby’s International Realty. This site will be advertised throughout our various print venues and will include a photo gallery, description, video tour and feature list. BUDGET: $1,000
KUPER SOTHEBY’S INTERNATIONAL REALTY | 5
4404 Red River Street
PUBLIC RELATIONS + LAUNCH MEDIA RELATIONS Together with our preferred Public Relations agency and international public relations agency, we will work closely with all media organizations to maximize the awareness that the residence is available for purchase, should you be comfortable with editorial media exposure. To ensure your privacy, we will share all media inquiries with you and seek prior authorization for relevant placements. Media relations services include the following. •
Offering The Wall Street Journal the opportunity to have the exclusive first opportunity to report on the sale of the property (this could involve a personal interview).
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Manage media inquiries for information, images, video and interviews regarding the property.
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Secure appropriate and targeted placement opportunities to reach potential buyers locally, nationally and internationally.
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Provide reporting on media placements.
The above actions correspond with our ultimate goal to successfully achieve the maximum value for the estate. PROPERTY LAUNCH If you desire publicity regarding the sale, we will launch our global marketing campaign as soon as the first “exclusive” earned media story appears online. An email will be sent to all real estate agents in Austin, as well as the top producers within the firm on a global basis.
KUPER SOTHEBY’S INTERNATIONAL REALTY | 7
4404 Red River Street
EVENT MARKETING SOTHEBY’S HOUSEPARTY Sotheby’s HOUSEPARTY is hosted at an exclusive Sotheby’s listing in a premier neighborhood. Each HOUSEPARTY will have a specific theme, examples include wine, cars, fashion, jewelery and art. In addition, each HOUSEPARTY is heavily marketed to that specific neighborhood, for example sending invitations to every resident and doing targeted Facebook marketing to drive residents to the event website. The goal of the HOUSEPARTY is to immerse ourselves into that specific community and to generate interest in the listing with a night of food, drink,and fun for everyone. BUDGET: $10,000
AUSTIN LUXURY NETWORK TOUR We will host a broker open house open to all luxury Austin area agents with private listings. We expect this to be a great turnout because of the uniqueness and rarity of the property.
KUPER SOTHEBY’S INTERNATIONAL REALTY | 9
4404 Red River Street
PRINT ADVERTISING The following is our 6 month print advertising plan should Kuper Sotheby’s International Realty be retained to exclusively list the estate and can begin the photography by August, 2017. A confirmed schedule of insertion dates will be provided once photography is complete.
LOCAL ADVERTISING Direct Mail - (Qty 1500) ABJ Home of the Day Sotheby’s HOUSEPARTY Refine Magazine CultureMap Social Media Advertising
TIMING
BUDGET
Sep
$1,980
Sep, Oct
$500/each
Fall
$10,000
Fall Edition
$1,500
Dec
$625
Aug-Jan
$1,000
NATIONAL / REGIONAL ADVERTISING Mansions - Wall Street Journal
Aug
$700
The Wall Street Journal - Insert (Feature)
Aug
$2,000
The Wall Street Journal
Sep - Jan
$1,500/each
Robb Report Collection
Dec
$500
Sep or Oct
$6,000
The Wall Street Journal - Global Edition
Aug
$690
Bloomberg Markets
Oct
$820
Financial Times
Oct
$665
LP - Luxury Properties
Nov/Dec
$330
Sotheby’s Art & Home
Nov
$1,500
Architectural Digest - Full Page Color Ad
INTERNATIONAL ADVERTISING
KUPER SOTHEBY’S INTERNATIONAL REALTY | 11
4404 Red River Street
ELECTRONIC ADVERTISING ONLINE PROMOTION The property will be advertised on the following websites throughout the listing period. sothebysrealty.com (linked to via sothebys.com) wsj.com (The Wall Street Journal) nytimes.com (The New York Times) washingtonpost.com (The Washington Post) inyt.com (Formerly The International Herald Tribune) hk.asiatatler.com (Hong Kong Tatler) lp-luxuryproperties.com (Luxury Properties - China) jamesedition.com (James Edition) Zillow, Trulia, Realtor.com and 500+ third-party real estate consumer websites bizjournals.com / Austin / Dallas / Houston E-GALLERY E-Gallery is a real time, online property sideshow designed to provide immediate worldwide reach for our listings. This is exclusively presented on large plasma screens in Sotheby’s International Realty offices and Sotheby’s auction houses around the world. Our proprietary E-Gallery allows us to guarantee exposure for Important Memorial Estate in each of our network’s 700+ office locations. ELECTRONIC BROCHURES An electronic brochure will be sent via e-mail to our proprietary lists of real estate and art clientele. SOCIAL MEDIA Frequently post and promote on personal and company social media channels throughout the listing period. EBLASTS Send periodic eblasts to all local ABOR agents as well as Sotheby’s Market Leaders in feeder markets. BUDGET: $5,000 per year (Online Promotion, E-Gallery, Electronic Brochures, Social Media and Eblasts)
KUPER SOTHEBY’S INTERNATIONAL REALTY | 13
4404 Red River Street
SOTHEBY’S AUCTION COLLABORATION THE AUDIENCE There is more wealth in the world today than at any other time in history. The creation of new ultra high net worth individuals has been largely driven by emerging global markets. As such, identifying, reaching and connecting in meaningful ways with this geographically-diversified and impossible-to-reach client base is highly complex. There is no more efficient solution to reach the world’s most desirable customers than through our co-marketing relationship with Sotheby’s auction house. Clients include: •
68 of the Forbes’ 100 World’s Richest People
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136 of the Forbes’ 400 Richest Americans
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57 of the Forbes’ 100 Richest Americans
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164 of the Forbes’ Top 500 CEOs
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All 10 of the Forbes’ Top 10 Billionaire Art Collectors
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169 of the Art News’ Top 200 Collectors
EVENT SPONSORSHIPS Sotheby’s International Realty is the exclusive sponsor of three highly important sales at Sotheby’s this fall. The sale of the Finest and Rarest Wines, reaching core American collectors. A week-long series of sales in Hong Kong, reaching affluent Mainland Chinese and other Asian investors. And the sale of Latin American Art, reaching emerging markets in South and Latin America. The property brochure will be presented at each of these sales at the dedicated Realty desk. BUDGET: $1,500 INTERNAL NETWORKING Perspectives is an internal memorandum that provides a macro-perspective on luxury housing trends and provides our auction colleagues – category specialists and private client services representatives – with key talking points on the global real estate market for their conversations with top clients. This quarterly communication includes a highly curated selection of distinguished listings, representing the most extraordinary exclusive offerings by Sotheby’s International Realty. The estate will be featured in the fall issue. The communication is also sent to all 15,000 associates affiliated with Sotheby’s International Realty globally.
KUPER SOTHEBY’S INTERNATIONAL REALTY | 15
4404 Red River Street
NETWORK OUTREACH SOTHEBY’S INTERNATIONAL REALTY WORLDWIDE PRESENCE The Sotheby’s International Realty brand was established to connect the finest real estate to the most prestigious clientele in the world. Today the network boasts more than 18,000 independent sales associates, located in approximately 800 offices in 65 countries and territories worldwide. In 2016, the Sotheby’s International Realty network generated more than $1.3 billion in referrals. DIRECT SOTHEBY’S INTERNATIONAL REALTY BROKERAGE OUTREACH In addition to sending the property brochure to our entire international network of offices, we will send personal communication to the local brokerage executives in the following key markets, including a link to the property video. We will request that the property be presented at an upcoming sales meeting, as well as distributed via email. •
New York City
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Sonoma/Napa Valley
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Rome
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Greenwich
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Seattle
•
Hong Kong
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The Hamptons
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Dallas
•
Beijing
•
Cape Cod
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Miami
•
Tokyo
•
Palm Beach
•
Aspen
•
Dubai
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Beverly Hills
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Washington
•
Houston
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Los Angeles
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Boston
•
Geneva
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Santa Barbara
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Naples
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Moscow
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Carmel
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London
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Monte Carlo
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San Francisco
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Paris
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São Paulo
CO-BROKERAGE As agents, we work aggressively with all members of the real estate community on a co-brokerage basis.
KUPER SOTHEBY’S INTERNATIONAL REALTY | 17