2017 Online Marketing

ON LIN E M A R K ETING

The Sotheby’s International RealtyŽ

no matter where they are and on their

brand’s digital strategy is designed to

preferred device or platform.

reach the luxury real estate consumer

2

3

A GROUND BR IMMERSIVE

sothebysrealty.com sothebysrealty.com attracts more consumers to search, view and inquire than any other luxury real estate website.

Millions of viewers immerse themselves in our collection of vibrant, full-screen high-definition filmmaking and photography. sothebysrealty.com also offers 3D and Virtual Reality Tours, 17 languages, and featured lifestyle and destination content. A home presented with such in-depth and unique content has a much higher success rate capturing search engine inquiries and engaging online consumers.

4

REAKING E EXPERIENCE

6

Telling the Story The art of marketing a home is based on

high-definition video, high-resolution

showcasing each home’s unique soul.

images narrated by captions, 3D and

Our enhanced editorial approach on

virtual reality, and expert quotes from

sothebysrealty.com allows our network’s

those most familiar with the property

affiliates to tell a home’s story beyond

such as the architect or designer. All

just words. Your home’s property details

displayed in 17 languages.

page provides potential buyers with

7

Unique Locations, Unique Views

8

other real estate professionals. Their unique perspective and experience is showcased through our new location search pages, offering insights into what makes each market we represent

Our local experts throughout more than

extraordinary. High-definition videos,

65 countries know their communities

high-resolution imagery, and expert

and neighborhoods better than any

content is a constant throughout.

Local Expertise Today’s consumers are thirsting for more relevant content on areas they are interested in. sothebysrealty.com allows these real estate intenders to explore some of the most soughtafter international destinations for luxury real estate in the world, and connect with the professional firms that represent these distinctive locations. Additionally, this pertinent content optimizes our site in a way that organically drives more traffic to sothebysrealty.com, maximizing the potential for homebuyers to find your home.

9

Lifestyle: Our Heart and Soul

on lifestyle. With a highly visual search experience, consumers are able to explore varied lifestyles and associated

At the foundation of the Sotheby’s

properties from Farm & Ranch, to

International RealtyÂŽ brand is our focus

Waterfront, Ski, Historic, and Golf..

sothebysrealty.com seamlessly works on any mobile device and allows our network members to uniquely showcase extraordinary homes around the world anytime, anywhere and in 17 languages.

WORLDWIDE PROPE

12

ERTY ADVERTISING Online Marketing Summary

February 27, 2016 - December 14, 2016 Porto Cervo Marina Porto Cervo, OT 07021, IT $79,719,388 Property Id: 929MSB

Italy Sotheby's International Realty Via Manzoni 45 Milano, Milano 20121, IT Office Phone: +390287078300 http://www.milan-sothebysrealty.com/eng Website Traffic Comparison Website

Number of Views - Last 4 Weeks

Inquiries Your property has received 48 inquiries.

Top Cities

City

Property Views

New York, NY

478

Milan, Lombardia, IT

473

London, London, GB

546

Rome, Lazio, IT

379

Toronto, Ontario, CA

284

Stockholm, Stockholms Lan, SE

251

Paris, Ile-de-France, FR

241

Oslo, Oslo, NO

226

Los Angeles, CA

217

Moscow, Moscow City, RU

211

Property Views

Inquiries

sothebysrealty.com

41,512

47

JamesEdition

3,149

1

Wall Street Journal/Mansion Global

1,422

0

PropGOLuxury / Financial Times Property Listings

173

0

HomeAdverts

119

0

Juwai

75

0

CountryLife

9

0

Homes in Wisconsin

0

0

LuxuryEstate.com

0

0

Neighborhood Scope

0

0

NY Times

0

0

Real-Buzz

0

Total

46,459

0

48

Terms Used

Property Views - Occurs when a consumer views the full property detail page for your listing on a marketing website.

Inquiries - An event where the consumer starts an interaction with the broker or agent about the property.

Your Home Around the World Top Cities - The cities from which the greatest number of consumers live that are viewing your listing.

- indicates that the traffic reported by the site includes traffic from mobile applications.

Strategic placement and unique

*Although your property listing is being displayed on these websites, we are currently unable to track the property views and inquiries for these websites.

increase exposure and drive the online

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. The information set forth on this report is based upon information which we consider reliable, but because it has been supplied by third parties, we cannot represent that it is accurate or complete, and it should not be relied upon as such. The offerings are subject to errors, omissions, changes, and are subject to timing of delivery and updates of reporting metrics and related data.

positioning of your home’s best features

consumer back to the rich content on

are critical in securing the right audience

sothebysrealty.com. To measure results

to not only preview your home online, but

of this exposure, the brand provides

to take the next step in their home search.

a property report including view and

The Sotheby’s International Realty®

inquiry statistics for each partner site

brand partners with and distributes

to effectivelyillustrate the activity a

properties to the most significant media

property receives online. This keeps

companies and real estate-focused

our homeowners informed of your

websites in the world in order to

marketing efforts every step of the way.

14

alliancesothebysrealty.com

heritagesir.com

sir-abcislands.com

artisansothebysrealty.com

hodgekittrellsir.com

sirbahamas.com

atlantafinehomes.com

israelsir.com

sircaymanislands.com

baysir.com

jamesonsir.com

sircostarica.com

beijingsir.com

klsir.com

sirguadalajara.com

belizesir.com

kuperrealty.com

sirloscabos.com

bgsir.com

landmarksothebysrealty.com

sirrivieramaya.com

brazensothebysrealty.com

legacysir.com

sirvillage.com

bvisothebysrealty.com

lenihansothebysrealty.com

soleilsir.com

bytheseasir.com

listsothebysrealty.com

sothebysrealty.lu

callawayhenderson.com

luskandassociates.com

sothebysrealtyusvi.com

carvillsir.com

maltasothebysrealty.com

stmartinsir.com

celiadunnsir.com

manormorsir.com

steamboatsir.com

chapinsothebysrealty.com

marketplacesothebysrealty.com

streetsothebysrealty.com

coastalsir.com

mauritius-sothebysrealty.com

sullivanbi.com

dbsir.com

milan-sothebysrealty.com

summitsothebysrealty.com

deckerbullocksir.com

mnsir.com

sunvalleysir.com

dielmannsothebysrealty.com

monumentsothebysrealty.com

synergysir.com

dreyfussir.com

nicaraguasir.com

tateandfoss.com

ellissothebysrealty.com

northcountrysir.com

thebearsclubsir.com

encoresothebysrealty.com

oceansir.com

thelipmangroupsothebysrealty.com

foresthillsrealestate.com

pacificsothebysrealty.com

todaysothebysrealty.com

frankhardy.com

pacsir.com

towneandcountryinc.com

gibsonsothebysrealty.com

premiersothebysrealty.com

treasurecoastsir.com

ginevrasir.com

puertoricosothebysrealty.com

ttrsir.com

glaciersir.com

queretarosothebysrealty.com

turksandcaicossir.com

global.listsothebysrealty.co.jp

regosothebysrealty.com

unlimitedsir.com

goldcoastsir.com

renwicksothebysrealty.com

venturesir.com

gulftobaysothebysrealty.com

robinsonsir.com

vistasir.com

gustavewhite.com

rsir.com

wardwight.com

hallmarksir.com

russellpostsir.com

warrenlewis.com

harborsir.com

sanmiguelsothebysrealty.com

waterfieldsir.com

harborsidesir.com

selectsothebysrealty.com

wssir.com

hcronerrealestate.com

shoresir.com

wishsir.com

heritagehousesothebysrealty.com

sierrasothebysrealty.com

Innovative and Interconnected Cascading Platform Once a home is on sothebysrealty.com,

International Realty® network members’

it will be exclusively marketed on more

websites, receive over 8 million visitors

than 100 websites around the world.

per year and create another exclusive

This network of interconnected, locally

property syndication opportunity.

focused and globally aware Sotheby’s

15

Targeting Real Estate Intenders Globally 90% of home buyers begin their search

Sotheby’s International RealtyŽ

for their homes online, so it’s essential

brand is prominent on search engines.

that the presence of the 16

Through our evolving strategies, we

accomplished through a combination of

continue to drive desired, high net

search engine marketing, and leveraging

worth clientele to sothebysrealty.com,

search and user data to target the relevant

maximizing the potential for homes

users via our Google Display Network ad

to be found quickly on the web. This is

units, wherever they may go online.

When a search is performed on a search

Proven results in 2016:

engine, the results are a combination

·· 12.9 million visits from search engines

of organic or “natural results” based on

·· 10.4 million visits from display network

information the search engine captures

·· Over 700 million paid search & display

from a website, and “sponsored results,”

impressions thousands of relevant leads:

or paid ads to be found by an online

·· 280,000 leads from “natural” searches

consumer. Our strategy includes both.

·· 60,000 from paid search engine & display placements

17

Video

18

the longer a consumer is on a website, the more likely they are to take action and inquire about a property. Video

Homebuyers are engaging with video in

provides a truly immersive and engaging

every element of their online experience

experience for the consumer and

– websites, social networks, and on their

remains the cornerstone of our content

connected TVs . Research tells us that

strategy for sothebysrealty.com.

The Sotheby’s International Realty®

·· 25 million+ views

brand channel, youtube.com/sothebysrealty,

·· 60,000+ subscribers – the most subscribed

strives to be the industry-leading video experience highlighting the highest-quality videos from locations around the world. Sotheby’s International Realty YouTube brand channel stats:

to real estate channel in the world ·· 3,000 property and destination videos and counting ·· 60,000 minutes of video watched every day (over 41 days’ worth) ·· Over 150,000 “Likes,” shares, and comments

19

20

Social Media Content marketing is the way consumers seek information. Social media is a vital tool in this space forluxury brands to provide their content to their loyal following as well as to attract new connections.

Influential, well-connected buyers like to engage directly with their favorite brands, looking at unique photos, videos and articles with the ability to respond and share the content with their circles.

We are not simply “posting� on social media. We are nurturing a highly engaged group of opinion-makers with exclusive content on Facebook, YouTube, Twitter, Google+, Instagram, LinkedIn, Pinterest and our very own Extraordinary Living Blog. We know that our social content marketing approach works because Facebook is the top referring source of traffic to sothebysrealty.com.

21

THE ART OF MEANING Facebook Largest social network worldwide with 1.7 Billion+ users. The social network for connecting with friends, family, companies and more.

Google+ Essential for optimizing organic search results (SEO)

LinkedIn The business social network used for professional networking and strengthening the brand’s positioning as the voice of luxury real estate.

Instagram 500 million monthly active users, with 80% coming from outside the U.S. and more than 95 million photos shared per day — using hashtags and optimizing images increases engagement.

22

NGFUL CONNECTIONS Twitter Broadcasting short messages — Tweets — to followers and acquaintances around common topics through the use of #hashtags.

YouTube The top video research destination for home shoppers.

Pinterest Fastest growing website ever — faster than Google and Facebook. Desirable real estate demographic comprised of affluent women interested in home décor; interior design and architecture.

OUR SOCIAL STATS: ·· 600,000+ visits to sothebysrealty.com via social referrers in 2016. ·· Thousands of properties showcased. ·· 540,000+ Followers across Twitter, Google+, LinkedIn, Instagram, YouTube and Pinterest. ·· Extraordinary Property of the Day features one property from around the globe on Facebook, Twitter, Google+, Instagram, and Pinterest, generating thousands of additional property views per day.

Extraordinary Living Blog Engaging the luxury consumer with information that is timely and relevant, the Sotheby’s International Realty

®

Extraordinary Living Blog provides inside access to some of the world’s most unique homes and covers a myriad of topics including Art, Architecture, Lifestyle and Market Trends. Some of our most popular articles include:

24

·· Sotheby’s Auction House: Bowie | Collector ·· Significant Sale | W.T. Waggoner Ranch ·· Tom Cruise’s Telluride Home | House Tour ·· Luxury Real Estate Headlines ·· Key Locations for Ultra High Net Worth Real Estate ·· sothebysrealty.com/blog

25

BU YE RS S E A RC

26

CH ON THE GO SIR Mobile The Sotheby’s International Realty® mobile

points-of-interest toolbar, showcasing local

app is the only luxury real estate app that

restaurants, golf courses, resorts and more.

serves properties in nearly 65 countries.

With an ever-increasing amount of

Those who seek the unique when on

home searches performed from a handheld

the road can search using SIR Mobile on

device it is vital to have a best-in-class

Android or iOS and connect with our

app that meets the needs of today’s

global real estate experts around the

home buyers.

world. Use GPS or the draw tool to locate your next home and learn about the local lifestyle amenities with our

To get SIR Mobile ·· Text “SIR“ to 87778 ·· Search for “SIR“ in the App Store or on Google Play

27

Apple TV App Showcasing nearly 50,000 properties

28

Highlights Include:

currently represented by the Sotheby’s

·· The ability to explore properties listed

International Realty® brand worldwide,

by the Sotheby’s International Realty

the app gives users the opportunity

brand worldwide by city, state, country

to explore homes on a screen larger

or lifestyle, either through entered text

than ever before.

or Siri dictation.

·· A powerfully visual experience, offering expertly curated

·· A Game Mode where players can view

high-resolution photography

captivating property photos and guess

and high-definition videography.

the location.

·· The opportunity to directly contact

·· The ability to access Recent Searches

sales associates, share a property via

and Favorited properties directly

email, save recent location searches

on the Apple TV home screen’s

and bookmark favorite properties.

“Top Row.” 29

30

eGallery

around the world. It is an exclusive,

The Sotheby’s International Realty®

real time, dynamic property slideshow

eGallery is displayed on high-definition

designed to provide worldwide reach

screens in Sotheby’s International Realty

for the select upper-tier properties

and Sotheby’s auction house locations

represented by our network.

Touch Gallery

with properties, outside of Sotheby’s

The Sotheby’s International Realty®

throughout the world. The podium

brand Touch Gallery is a touch screen

and wall mount versions create a touch

system that provides a unique branded

screen property search experience

interactive property search experience

within Sotheby’s International Realty office

on high-definition screens. This

spaces, conference rooms and lobbies.

through-the-glass storefront display

The gallery is yet another way the brand is

system entices foot traffic to engage

engaging today’s real estate consumer.

International Realty office locations

31

COVER PROPERTY LOCATED IN WOODY CREEK, COLORADO © MMXVII Sotheby’s International Realty Affiliates LLC. 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. Each Office Is Independently Owned And Operated.