Marketing Plan 2016 - ONE Sotheby's International Realty

O N L Y

W I T H

ONE

SOTHEBY’S: A GLOBAL BRAND

THE HISTORY Originally British and now headquartered in New York City, Sotheby’s is a pioneering business that offers the world’s most discerning clientele the opportunity to sell or acquire the rarest, most exceptional treasures. With over 90 Sotheby’s offices and 800 Sotheby’s International Realty offices, the brand is widely considered one of the most interconnected, truly global networks in the world and is able to provide unmatched, white-glove service. The Sotheby’s brands form an unwavering alliance, jointly committed as one of the most storied names in business.

SOTHEBY’S BRANDS

SOTHEBY’S AUCTION HOUSE

SOTHEBY’S INTERNATIONAL REALTY

SOTHEBY’S DIAMONDS

SOTHEBY’S INSTITUTE OF ART

SOTHEBY’S WINE

RM SOTHEBY’S (CLASSIC CAR AUCTIONS)

1958 Ferrari 250 GT California LWB Spyder, sold for US$8,800,000 at RM Sotheby’s Auction

THE INDISPUTABLE AUTHORITY ON ALL EXCLUSIVE POSSESSIONS

“The Exceptional Cellar of a Connoisseur”, one of the finest wine collections auctioned in London in over a decade | December, 2015

A REMARKABLE BRAND Sotheby’s is a key participant in the history of the world’s most luxurious and treasured items. From the Sotheby’s Institute of Art, a graduate school of art and its markets, to its renowned auctions and even its exceptional wine business, Sotheby’s represents the elite services and grand possessions sought by the world’s most affluent clientele. As part of such an extraordinary legacy, Sotheby’s International Realty associates have a unique advantage when marketing and selling the world’s most remarkable homes.

Patek Philippe The Henry Graves Jr. Supercomplication

Tier 1: Under Mean Time Dial

Started in 1925 and delivered in 1933, the Supercomplication remains the most complex mechanical watch built without the assistance of computers.

Sold at Sotheby’s Auction for US$24 million Geneva, Switzerland | November, 2014

Tier 1: Under Sidereal Time Dial

Tier 2: Under Mean Time Dial

Tier 3: Under Sidereal Time Dial

SOTHEBY’S AUCTION HOUSE

THE LARGEST ART BUSINESS IN THE WORLD Sotheby’s maintains auction houses throughout North America, Europe, Asia and Australia. It has an annual turnover in excess of $6 billion, making it the largest art business in the world. In turn, Sotheby’s International Realty has many exclusive and unsurpassed opportunities to market the extraordinary residences represented by our network to auction house clients through print and interactive advertising. Our exclusive event sponsorship opportunities also lead to superb listing exposure.

15+

PRODUCING OVER

AUCTION HOUSES

$6B IN ANNUAL SALES

FEATURED RECORD-BREAKER November 11, 2015

World Auction Record: Blue Moon Diamond $48.5 Million at Sotheby’s, Geneva

IS THE OLDEST COMPANY IN THE NEW YORK STOCK EXCHANGE (NYSE)

TICKER SYMBOL

BID

12.03 carats Fancy Vivid Blue Internally Flawless

Actual Size

NOTEWORTHY CLIENTELE

71

of Forbes 100 World’s Wealthiest People

253

of Forbes 400 Wealthiest Americans

12

of Forbes 400 50 Under 40 List

86

of Forbes Top 500 CEOs

78

of Forbes 100 Wealthiest Americans

Alberto Giacometti’s Chariot (1951), sold for US$101 million at auction

60

of Worth Magazine’s Benefactor 100 List

SOTHEBY’S INTERNATIONAL REALTY

THE NETWORK

A TRUE GLOBAL NETWORK Founded in 1976 to provide independent brokerages with a powerful marketing and referral program for luxury listings, the Sotheby’s International Realty network was designed to connect the finest independent real estate companies to the most prestigious clientele in the world. Sotheby’s International Realty Affiliates LLC is a subsidiary of Realogy Holdings Corp. (NYSE: RLGY), a global leader in real estate franchising and provider of real estate brokerage, relocation and settlement services.

18,000 associates 800 offices 60 countries and territories 14,000 annual referrals

Our brand’s referral program helps enhance revenue potential for both real estate and auction consignments by connecting our network members all around the world. From broker-to-broker to auction-to-broker to broker-toauction referrals, these opportunities are managed with extreme care to ensure impeccable, white-glove service.

SIR MARKETING INTRODUCTION

UNSURPASSED MARKETING INITIATIVES Our media plan is expected to deliver over one billion impressions due to our robust partnerships with powerhouses such as The New York Times, The Wall Street Journal, Financial Times, Daily Telegraph and Architectural Digest. To round out our plan, create global connections and increase our exposure, we have hand-picked partners to help drive brand awareness and intelligently showcase the listings represented by our network to a broad audience of potential home buyers who value the unique.

REACHING OUR AFFILIATES ON A REGULAR BASIS OUR LISTINGS CAN BE FOUND IN

CASCADING PLATFORM

OVER

135

Your property may be found on our network of locally focused and globally aware Sotheby’s International Realty members’ websites. Each site tells our story through the eyes of the local real estate professional, combining local

SOTHEBY’S

expertise with global reach.

INTERNATIONAL REALTY AFFILIATE WEBSITES WORLDWIDE

eGALLERY The Sotheby’s International Realty eGallery is a realtime property slide show designed to provide worldwide reach to a property. eGallery is displayed on screens in Sotheby’s International Realty and Sotheby’s auction house locations around the world.

GLOBAL NETWORKING Sotheby’s International Realty’s 18,000 real estate associates represent one of the few, truly interconnected networks in the real estate industry.

Associates are constantly interacting and meeting new peers through numerous events hosted by our corporate network and the Sotheby’s Auction House. Should a ONE Sotheby’s International Realty associate have a client looking for a residence in Paris, Brazil or Hong Kong, it is highly likely the relationships with professionals in these markets have already been forged.

GLOBAL NETWORKING EVENT

(GNE)

Sotheby’s International Realty’s GNE is an international gathering for all network associates. Every 18 months, over 3,000 of the brand’s real estate agents join for an immersive, three-day conference featuring diverse events and seminars. The GNE is one of SIR associates’ top options for extraordinary networking, listing exposure and collective business building.

SIR AFFILIATES ATTEND INTRODUCTORY CONFERENCE AT GNE, MIAMI BEACH

LEADERSHIP FORUM Specifically designed for brokerage owners, managers and key leaders, it is the perfect opportunity to create longlasting relationships with influential industry professionals in the world’s most relevant luxury real estate markets. The annual conference has proven to be extremely valuable as not only a brainstorming hub, but a consistent source of leadership strategies and business innovation.

ONE SIR MANAGERS ATTEND THE LEADERSHIP FORUM, CALIFORNIA

BRAND INTRODUCTION All Sotheby’s International Realty office owners and key leaders are invited to attend a brand introduction in the SIR headquarters in New Jersey, followed by a trip to the New York Sotheby’s Auction House. This introduction helps ensure that the brand is used properly and consistently throughout the network and that every office leader is equipped to maximize the brand’s offerings.

SOTHEBY’S INTERNATIONAL REALTY AFFILIATES AT BRAND INTRODUCTION

AUCTION EVENTS As associates of an extraordinary brand with a rich history, one of the most unique advantages we possess is our relationship with the Sotheby’s Auction House, a venerable name in the world of exclusive items. The auction house hosts many events every year, where Sotheby’s International Realty associates are able to meet colleagues and forge connections with auction house clientele.

ONE SIR ASSOCIATES ATTEND CONTEMPORARY ART AUCTION, NEW YORK

ONE Sotheby’s International Realty associates and other attendees at Latin American Art Auction, New York City.

PRINT EXPOSURE The Sotheby’s International Realty cooperative advertising program offers associates unparalleled opportunities to promote exclusive listings. Art & Home and Sotheby’s Magazine, two of our brand’s powerful publications, serve as a vehicle for global listing exposure to top-tier clientele.

SOTHEBY’S INTERNATIONAL REALTY PUBLICATIONS

ART & HOME MAGAZINE TOTAL DISTRIBUTION: 50,000

FREQUENCY: EIGHT ISSUES PER YEAR

Art & Home is a literary collaboration between Sotheby’s and Sotheby’s International Realty, showcasing all the elements of an extraordinary life. The magazine engages readers with sophisticated content and beautiful images related to the art and real estate worlds. Rich editorial about art, design and extraordinary properties is presented by the venerable brand that is Sotheby’s.

PLACEMENT AND EXPOSURE » •

Auction house clients with transactions in the $50,000 – $5 million range

•

All Sotheby’s offices worldwide

•

Park Hyatt Hotels in 18 countries

•

High-profile events in New York, Los Angeles, London and Hong Kong

SOTHEBY’S MAGAZINE TOTAL DISTRIBUTION: 10,000

FREQUENCY: SEVEN ISSUES PER YEAR

Sotheby’s Magazine captures an exclusive, alluring world of beauty and the cultural sophistication that transcends the “everyday”, reaching the world’s wealthiest, most acquisitive audience. The editorial showcases the most valuable property being sold on the international auction market and includes a gallery of exclusive Sotheby’s International Realty® listings.

PLACEMENT AND EXPOSURE » Sotheby’s Magazine is distributed to 10,000 Premier Global Sotheby’s clients.

WEB & SOCIAL MEDIA EXPOSURE Our clients benefit from property exposure on a carefully chosen list of top real estate and news websites worldwide. Our listings’ online exposure begins with sir.com, our corporate website, and cascades through our lifestyle-focused sites, to our global network of local websites (such as ONESothebysRealty.com) and onto our media partner websites. This strategy extends the exposure of extraordinary homes to extraordinary lives in all corners of the globe no matter if you click, tap or swipe.

SIR.COM

ANNUAL STATISTICS

14M 75M 30M 12min 45%

website visits page views property pages viewed minutes per visit international visits

LIFESTYLE WEBSITES Unique to Sotheby’s International Realty is the experience that comes with searching for a home based on an extraordinary lifestyle. We have developed a series of websites specifically with these inimitable lifestyles in mind, highlighting our properties as well as our unsurpassed expertise within each lifestyle category. Search among waterfront, golf, beach and many other extraordinary lifestyles to find your perfect fit.

KEY SOCIAL MEDIA STATISTICS SOTHEBY’S INTERNATIONAL REALTY FOLLOWERS*

TOTAL USERS*

FACEBOOK

1.55 BILLION

FACEBOOK

43,000

YOUTUBE

1 BILLION

YOUTUBE

40,000

GOOGLE+

540 MILLION

GOOGLE+

202,000

INSTAGRAM

400 MILLION

INSTAGRAM

28,000

LINKEDIN

396 MILLION

LINKEDIN

27,000

TWITTER

316 MILLION

TWITTER

15,000

PINTEREST

100 MILLION

PINTEREST

4,200 As of February, 2016

*

SOCIAL MEDIA BY THE NUMBERS: SOTHEBY’S INTERNATIONAL REALTY

•

50 million social impressions worldwide

•

300,000 visits to sothebysrealty.com via social referrers

•

Thousands of properties showcased

•

Extraordinary Property of the Day features one listing from sir.com on Facebook, Twitter, Google+ and Pinterest, generating thousands of additional views.

SIR.COM TRAFFIC COMPARISON: WEBSITE VISITS IN TOP LUXURY REAL ESTATE WEBSITES SIR.COM

LUXURYREALESTATE.COM

SAVILLS.COM

COMPASS.COM

Global partner of Fortune Intl. Realty

ENGELVOELKERS.COM

CHRISTIESREALESTATE.COM

KNIGHTFRANK.COM

Marketing affiliate of EWM

Global partner of Douglas Elliman

ELLIMAN.COM

1.8M

1.35M

900K

450K

JAN 15

FEB 15

MAR 15

APR 15

MAY 15

JUN 15

JUL 15

AUG 15

SEP 15

OCT 15

NOV 15

DEC 15

Data from SimilarWeb.com.

WORLD-CLASS PARTNERSHIPS In order to increase exposure for your home and ultimately uncover the right buyer, we have partnered with and distribute properties to the most significant media companies and real estate-focused websites in the world. To measure results, the Sotheby’s International Realty brand provides a property view report including view and inquiry statistics for each partner site a property is distributed to. Sotheby’s International Realty properties are viewed an astounding 190,000,000 times across all of our partner sites annually.

OUR RELATIONSHIPS WITH THE WORLD’S MOST INFLUENTIAL AND POWERFUL MEDIA “PROVIDE THE SOTHEBY’S INTERNATIONAL REALTY BRAND UNPARALLELED EXPOSURE

“

TO TARGETED, AFFLUENT REAL ESTATE PROSPECTS ONLINE. — WENDY PURVEY | CHIEF MARKETING OFFICER, SOTHEBY’S INTERNATIONAL REALTY

THE CONSUMER

MALE SKEW: 52%

FEMALE SKEW: 48%

THE STATISTICS

PAGE VIEWS / MONTH: 482,000,000

MEDIAN AGE: 50

MEDIAN HOUSEHOLD INCOME: $74,083

UNIQUE MONTHLY VISITS: 62,000,000

AVG. PAGES / VISITOR: 8

THE BRAND

THE PARTNERSHIP: KEY STRATEGIES

Since 1851, The New York Times has been dedicated to

•

Hero carousel dominance on “Find a Home” landing page

providing exceptional depth of quality news on a local,

•

Exclusive video block on “Find a Home” landing page

national and global level. Having won more Pulitzer Prizes

•

100% SOV in Real Estate section slideshow sponsorship

than any other newspaper, it has consistently set the bar

•

SIR listing exposure in the DealBook Section Front

that leading news brands aspire to.

•

Mobile unit features SIR listings integrated into news

THE CONSUMER

MALE SKEW: 69%

FEMALE SKEW: 31%

THE STATISTICS

PAGE VIEWS / MONTH: 262,000,000

MEDIAN AGE: 52

MEDIAN HOUSEHOLD INCOME: $160,518

UNIQUE MONTHLY VISITS: 27,865,000

AVG. PAGES / VISITOR: 9.3

THE BRAND

THE PARTNERSHIP: KEY STRATEGIES

Published by Dow Jones, one of the largest news-gathering

•

Featured property units in Europe, Asia and China sites

operations with nearly 2,000 journalists, The Wall Street

•

Video Plus connecting WSJ readers with SIR listings

Journal now spans twelve editions in nine languages. The

•

“House Guest” custom video series, an industry first

Journal holds 35 Pulitzer Prizes for outstanding journalism

•

WSJ Real Estate Friday ownership (US, Europe, Asia)

and has a global readership of 3.6 million.

•

SIR Lifestyle Unit in the Real Estate section

THE CONSUMER THE STATISTICS

LUXURY HOME-BUYER MOSTLY GEARED FROM OTHER NEWS CORP. BRANDS LIKE WALL STREET JOURNAL PAGE VIEWS / MONTH: 2,735,751

UNIQUE MONTHLY VISITS: 607,746

THE BRAND

AVG. PAGES / VISITOR: 3.6

THE PARTNERSHIP: KEY STRATEGIES MansionGlobal.com, a premier digital destination connecting the world’s affluent real estate buyers with prestige properties across the globe, features ONE Sotheby’s International Realty listings as

Mansion Global is a luxury real estate website and app that

•

Listings over $1M featured in English, Spanish and Chinese

connects buyers with extraordinary properties. With original

•

20% SOV in homepage carousel (doubling competitors)

content from News Corporation, Mansion Global provides

•

Lifestyle Search exclusive sponsorship

their “top Miami properties”.

insightful market data, in-depth analysis and relevant news

•

Homepage featured property

— all to empower the luxury buyer to make smart purchases.

•

Friday ownership (“Real Estate” day)

THE CONSUMER

MALE SKEW: 49%

FEMALE SKEW: 51%

THE STATISTICS

PAGE VIEWS / MONTH: 20,223,254

MEDIAN AGE: 50

MEDIAN HOUSEHOLD INCOME: $102,500

UNIQUE MONTHLY VISITS: 848,053

AVG. PAGES / VISITOR: 13.7

THE BRAND

THE PARTNERSHIP: KEY STRATEGIES

Architectural Digest is home to discerning audience of

•

100% SOV in its most-read section, the Real Estate section

architects, designers and affluent design enthusiasts.

•

eNewsletter sponsorship (sent to 150,000 AD readers)

Through print/digital editions, social media and signature

•

Exclusive sponsor of AD’s celebrity home videos

events, it provides an exclusive view into the world’s most

•

SIR will dominate the AD homepage 36 times this year

beautiful homes, inspiring millions of influential readers.

•

Brand-immersed content and slideshows

THE CONSUMER

MALE SKEW: 54%

FEMALE SKEW: 46%

THE STATISTICS

PAGE VIEWS / MONTH: 11,000,000

MEDIAN AGE: 37.5

MEDIAN HOUSEHOLD INCOME: $82,250

UNIQUE MONTHLY VISITS: 2,000,000

AVG. PAGES / VISITOR: 3.8

THE BRAND

THE PARTNERSHIP: KEY STRATEGIES

As the leading voice for modern design, architecture and

•

Content slideshow expanding to show SIR brand video

interiors, Dwell.com reaches an affluent and sophisticated

•

Modern/contemporary listing slideshows on homepage

audience. For over 15 years, Dwell has championed good

•

The “Homes” channel, exclusively owned by SIR

design, and is widely credited with igniting a conversation

•

SIR-owned search terms leading to branded content

about how good design affects our lives.

•

Social media collaborations to leverage Dwell’s audience SOV: Share of Voice

WORLD-CLASS PARTNERSHIPS

“

(continued)

SOTHEBY’S INTERNATIONAL REALTY IS THE MOST

GLOBALLY INTERCONNECTED REAL ESTATE BRAND THERE IS. AT ONE SOTHEBY’S INTERNATIONAL REALTY, WE SELL LOCAL

“

PROPERTIES — BUT WE SELL THEM TO THE WORLD. — DANIEL DE LA VEGA | PRESIDENT, ONE SOTHEBY’S INTERNATIONAL REALTY

THE CONSUMER THE STATISTICS

MALE SKEW: 70%

FEMALE SKEW: 30%

PAGE VIEWS / MONTH: 523,000,000

MEDIAN AGE: 43

MEDIAN HOUSEHOLD INCOME: $271,528

UNIQUE MONTHLY VISITS: 83,100,000

AVG. PAGES / VISITOR: 13.3

THE BRAND

THE PARTNERSHIP: KEY STRATEGIES

Today’s leaders turn to Bloomberg for unparalleled, global

•

business news mixed with cultural pursuits. Bloomberg

editorial section with business-minded consumers

Media covers the business world like no other, with more

who see real estate as an investment class

than 2,400 multimedia professionals in 72 countries – the

•

largest reporting network in the world.

THE CONSUMER THE STATISTICS

Sponsorship of Bloomberg Pursuits, a luxury lifestyle

Select SIR properties showcased as pre-roll on Bloomberg’s Live TV and Video-on-Demand

MALE SKEW: 16%

FEMALE SKEW: 84%

PAGE VIEWS / MONTH: 3,000,000

MEDIAN AGE: 52

MEDIAN HOUSEHOLD INCOME: $95,747

UNIQUE MONTHLY VISITS: 536,000

AVG. PAGES / VISITOR: 6

THE BRAND

THE PARTNERSHIP: KEY STRATEGIES

With an international point of view, Elle Decor has covered

•

Hero unit running across Hearst Design Group sites

stylemakers, trendsetting interiors, and must-have home

•

Deeply customized Property Galleries Destination

furnishings for 20 years. It is the interiors destination and

•

Large-scale galleries featuring SIR listings

guide to luxe living for those who truly believe great design

•

SIR-exclusive celebrity content targeting series

is not an option – it is essential.

•

Homepage sponsorship

THE CONSUMER

MALE SKEW: 60%

FEMALE SKEW: 40%

THE STATISTICS

PAGE VIEWS / MONTH: 12,400,000

MEDIAN AGE: 39

MEDIAN HOUSEHOLD INCOME: $200,000

UNIQUE MONTHLY VISITS: 3,800,000

AVG. PAGES / VISITOR: 3.3

THE BRAND

THE PARTNERSHIP: KEY STRATEGIES

Since 1903, the SCMP has been the gold standard of news

•

publishing in the region, and has continued to build this

The search widget provides a shortcut to a larger application that facilitates the SIR property search tool,

reputation around the world. Its credibility is founded on

videos and property listings

years of award-winning, world-class journalism, and its deep

•

SIR branded mobile banners

understanding of issues locally and internationally.

•

WeChat and Weibo social media integration

THE CONSUMER

MALE SKEW: 81%

FEMALE SKEW: 19%

THE STATISTICS

PAGE VIEWS / MONTH: 82,442,161

MEDIAN AGE: 50

MEDIAN HOUSEHOLD INCOME: $251,706

UNIQUE MONTHLY VISITS: 13,437,574

AVG. PAGES / VISITOR: 2.8

THE BRAND

THE PARTNERSHIP: KEY STRATEGIES

The Financial Times (FT) is one of the world’s leading news

•

Branded campaigns on FT Property Listings

organizations, recognized globally for its authority, integrity

•

Full- and half-page takeovers on mobile and tablet

and accuracy. The FT provides a broad range of essential

featuring SIR properties, delivering deep engagement

services, including news, comment, data and analysis, to a growing audience of internationally minded professionals.

for our brand in front of a highly affluent user •

Our listing portfolio featured in FT Property Listings

THE CONSUMER

BROAD: APPLE IS THE LEADING CONSUMER ELECTRONICS COMPANY AND THE LARGEST PUBLICLY TRADED COMPANY

THE STATISTICS

ITS DEVICES HAVE REACHED OVER 1 BILLION UNIQUE INDIVIDUALS WORLDWIDE

THE BRAND

THE PARTNERSHIP: KEY STRATEGIES

Apple is the world’s largest information technology company

•

iAd Display Network: News, built into iOS 9, delivers news

by revenue and the largest tech company by total assets. The

and magazine stories to millions of users. The platform

company enjoys a high level of brand loyalty and, according

allows SIR to captivate readers with dramatic, full-page

to Interbrand’s Best Global Brands report, is the world’s most

ads, high-definition video and ad formats enhanced by

valuable brand with a valuation of $118.9 billion.

native technology to amplify the messages.

ONE SOTHEBY’S INTERNATIONAL REALTY

Miami Beach residence sold by ONE Sotheby’s International Realty for US$30 million

TOP 10 ADVANTAGES OF LISTING WITH ONE SOTHEBY’S INTERNATIONAL REALTY

1

2

THE LEGACY

THE BRAND

Consistently attaining record-breaking sales over the decades, the

Sotheby’s is a rare brand that instantly evoques quality, service

Sotheby’s legacy is unlike any other. We are proud to be part of the

and an appreciation of truly valuable items. This positioning

oldest company in the NYSE, the most prestigious auction house in

allows us to do business with affluent individuals who share in

the world and the authority on the representation of luxury homes.

our brand vision and commitment to excellence.

3

4

THE PEOPLE

THE NETWORK

Our agents, staff and partners make our company more successful

Sotheby’s International Realty represents the only true, worldwide

every day. Our real estate agents are more than just transaction

real estate network. Thousands of office-to-office referrals are

supervisors — they have the capacity to act as highly qualified

processed every year and several events are held to ensure all SIR

advisors, focusing on facilitating all real estate needs.

agents establish great business relationships within the network.

5

6

THE MARKETING

THE REACH

Our local and international marketing is unparalleled. We partner

With an outstanding brand, a robust marketing plan and a strong

with leading organizations such as the Wall Street Journal, the

network comes limitless reach to potential home buyers. ONE

New York Times, Architectural Digest and, locally, the Miami Heat

SIR associates are able to tailor their plans to target an array of

to provide not just the most, but the best exposure for our listings.

different buyer profiles without missing a beat.

7

8

THE STANDARDS

THE SERVICE

Our listing marketing is only developed with the highest standards

Our high standards are not marketing-specific. ONE Sotheby’s

in mind. High-resolution imagery, eloquent description writing and

International Realty’s real estate associates pride themselves in

impeccable presentation are musts when promoting a residence

offering white-glove service from beginning to end, establishing

under the ONE Sotheby’s International Realty brand.

long-lasting relationships with their valued clients.

9

10

THE TRACK RECORD

THE OVERALL EXPERIENCE

In its short existence, ONE Sotheby’s International Realty has

All prior points combine to create one unrivaled, seamless client

developed an impressive track record, closing several exceptional

experience. For hundreds of years, the Sotheby’s brand has grown

sales, becoming the leading real estate firm for sales in numerous

and succeeded due to its respect for tradition and its focus on

areas and garnering notable media exposure in the process.

innovation. ONE Sotheby’s International Realty is no exception.

ONE SIR: MARKETING INTRODUCTION

Samples of email marketing, one of ONE Sotheby’s International Realty’s most efficient channels of communication

UNSURPASSED MARKETING INITIATIVES There is an art to selling fine homes. Just as an art gallery carefully displays art, we position your property in its finest light to showcase its true value. We also embrace innovation. We understand the lifestyle our audience is looking for is just as important as the home itself, and we strive to convey that in our advertising and marketing materials. Our attention to detail, strong creative work and innovative marketing strategies have been instrumental in our path to becoming the luxury leader in South Florida real estate.

OUR MARKETING STRATEGY INVOLVES CREATING GLOBAL CONNECTIONS, ESTABLISHING LOCAL ENGAGEMENT AND MAKING IMPRESSIONS WORLDWIDE.

FEATURED: ONESOTHEBYSREALTY.COM

Stunning listing photography and clean, easy-to-read information

Full-width condo search with prominent imagery and project details

2

Neighborhood details such as live market statistics and closed inventory data

Neighborhood imagery and listings for a quick yet informative home search

GLOBAL NETWORKING ONE Sotheby’s International Realty associates understand that, in order to succeed in the culturally-diverse real estate market of South Florida, local and international networking is of the utmost importance. As a company, we consistently attend and sponsor high-profile events and meetings in Miami, Broward and beyond. From art auctions to yacht shows, ONE Sotheby’s International Realty has a strong presence in events catering to our target market. Please see some of our most recent networking efforts below.

ONE SIR PRINCIPALS WITH PARTNERS FROM NORTH INDIA SIR

ONE SIR ASSOCIATES PRESENT OUR EXCLUSIVE PROJECTS IN HONG KONG

ONE SIR ASSOCIATES ATTEND LATIN AMERICAN ART AUCTION IN NEW YORK

DEVELOPMENT DIVISION SHOWCASE IN MEXICO CITY REAL ESTATE EXPO

ONE SIR ASSOCIATES PRESENT LISTINGS AT FORT LAUDERDALE BOAT SHOW

ONE SIR ASSOCIATES PRESENT DEVELOPMENTS IN MONACO YACHT SHOW

ONE SIR ASSOCIATES PRESENT LISTINGS AT eMERGE TECH CONFERENCE

ONE SIR ASSOCIATES DURING PRIVATE EVENT AT PINTA, ART BASEL

A ren

Our marketing strategy is all about making impressions worldwide. We also know, however, that local marketing is at the very core of our strategy. Our brokerage firm is constantly promoted in publications such as The Miami Herald, Cultured, Miami Magazine, Ocean Drive Magazine and many others.

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PRINT EXPOSURE

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ONE LIFE MAGAZINE TOTAL DISTRIBUTION: 10,000+

FREQUENCY: TWO ISSUES PER YEAR

ONE Life magazine, ONE Sotheby’s International Realty’s lifestyle publication, features

THE MAGAZINE OF ONE SOTHEBY’S INTERNATIONAL REALTY

high-end editorial focused on the art, homes, yachts, jets, fashion and entertainment that define the South Florida lifestyle. In addition, a portion of the magazine features some of the extraordinary residences represented by our associates and SIR affiliates, providing great listing exposure for six consecutive months.

PLACEMENT AND EXPOSURE » PLACEMENT

ART ARCHITECTURE INSPIRATION

TASTE

DESIGNAND EXPOSURE »

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•

Published twice a year both in print and digitally

•

Distributed to homes worth over $1 million across South Florida

•

Placed in 11 fixed-base operations in FL, CT, CO and NY

•

Distributed at Miami Heat games in AA Arena’s VIP lounges and suites

•

Distributed to 10,000 homes in top zip codes in NY and CT as a WSJ insert

TRENDS MARKET REPORT TOTAL DISTRIBUTION: 10,000+

FREQUENCY: ANNUAL & QUARTERLY

ONE Sotheby’s International Realty’s TRENDS Real Estate Market Report provides a comprehensive analysis of real estate market activity in Dade and Broward, as well as in-depth community profiles for both counties. The annual report features five years of real estate data with a market analysis by Integra Realty Resources, one of the nation’s leading real estate consulting companies.

PLACEMENT AND EXPOSURE » •

Published both in print and digitally: one annual market report and four smaller, macro-level quarterly reports

•

Distributed to 10,000 homes in top zip codes in Miami/Broward as a WSJ insert

•

Placed in American Airlines Arena suites during Miami Heat games

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WEB & SOCIAL MEDIA EXPOSURE ONE Sotheby’s International Realty’s digital efforts are constantly growing and evolving. Our website, ONESothebysRealty.com, makes it easy to search for a property by address, condo or neighborhood. It also houses several content-rich neighborhood guides and provides access to valuable information such as market statistics, transaction activity per building and real-time listing updates. ONESothebysRealty.com was designed with the end user in mind, prioritizing an intuitive browsing experience and an abundance of readily available, accurate content.

ONESOTHEBYSREALTY.COM

ANNUAL USER STATISTICS

SITE USAGE BY SOURCE

1 2 3 4 5

TOP USERS BY LOCATION

TOP SOCIAL REFERRALS

1

UNITED STATES

1

FACEBOOK

2

BRAZIL

2

LINKEDIN

3

ITALY

3

TWITTER

4

CANADA

4

GOOGLE+

5

INDIA

5

PINTEREST

6

UNITED KINGDOM

6

YELP

7

GERMANY

7

TUMBLR

8

RUSSIA

8

BLOGGER

Most of our website’s traffic, with the exception of direct users, comes

9

FRANCE

9

HOUZZ

from organic search. This indicates our visitors are looking for terms

10

PORTUGAL

10

PAPER.LI

DIRECT ORGANIC SEARCH REFERRAL SOCIAL PAID SEARCH

matching our keywords through SEO, leading to website trustworthiness, propensity to click and potential long-term results.

SOCIAL MEDIA Our social media outlets are buzzing with activity. Our social media channels serve as great traffic sources for our website, make it easy to connect with our loyal followers and provide an engaging platform for ONE Sotheby’s International Realty associates to communicate and remain updated on the latest company news. Whether it’s South Florida’s top realtors coming together on our YouTube channel or our breaking market updates on Twitter, we keep potential buyers engaged and coming back for more.

KEY SOCIAL MEDIA STATISTICS

ELEMENTS TO OUR SOCIAL MEDIA SUCCESS

TOTAL USERS*

HOW WE CREATE CHANNELS WORTH FOLLOWING:

FACEBOOK

30,600

EXPERIENCE Deliver a unique, compelling experience via social networks.

YOUTUBE

1,200

GOOGLE+

460,000

ENGAGEMENT Develop social relationships with online influencers and potential home buyers and sellers to further our reach.

INSTAGRAM

8,600

LINKEDIN

1,120

TWITTER

7,200

PINTEREST

1,000

EXPERTISE Maintain a distinct point of view and align our homes with the connoisseurs of life.

EMOTION Create lasting connections with our target consumers.

As of February, 2016

*

ONESOTHEBYSREALTY.COM/BLOG

WORLD-CLASS PARTNERSHIPS ONE Sotheby’s International Realty prides itself in its strong marketing and brand presence. In order to stay ahead of the game, our brand has partnered with several leading organizations that share our corporate values and resonate with our real estate associates. Most importantly, we partner with brands pioneering their respective industries through their pursuit of true innovation and their relentless dedication to their vision and objectives. Below are some of our current partners and alliances.

EXCLUSIVE REAL ESTATE PARTNER OF THE MIAMI HEAT

EXCLUSIVE REAL ESTATE PARTNER OF PINTA

CHARITABLE ALLIANCE WITH NICKLAUS HOSPITAL

PARTNER OF eMERGE TECH CONFERENCE

STRATEGIC ALLIANCE WITH EVOKER INC. FILMS

STRATEGIC ALLIANCE WITH IRR

STRATEGIC ALLIANCE WITH QUINN PR

LEADING THE REAL ESTATE MARKET: THE DEFINITION OF “TOP PRODUCER” ONE SOTHEBY’S INTERNATIONAL REALTY ASSOCIATES ACHIEVED THE HIGHEST AVERAGE SALES VOLUME PER AGENT IN ALL OF MIAMI-DADE AND BROWARD COUNTIES COMBINED IN 2015

ONE SIR

FIRM #2

FIRM #3

FIRM #4

FIRM #5

FIRM #6

FIRM #7

FIRM #8

FIRM #9

FIRM #10

$4.3M

$4.1M

$3.1M

$3M

$2.8M

$2.7M

$2.6M

$2.3M

$904K

$708K

ONE SIR ASSOCIATES ACHIEVED THE

ONE SIR ASSOCIATES ACHIEVED THE

HIGHEST AVERAGE SALES PRICE IN MIAMI-DADE IN 2015

HIGHEST AVERAGE SALES PRICE IN BROWARD IN 2015

ONE SIR $1.2M

ONE SIR $933K

FIRM #2 $1.18M FIRM #3 $984K FIRM #4 $862K

FIRM #5 $773K

FIRM #2 $423K

FIRM #6 $595K

FIRM #7 $362K

FIRM #8 $278K

FIRM #9 $271K

FIRM #3 $396K

FIRM #4 $375K

FIRM #5 $362K

FIRM #6 $344K

FIRM #7 $305K

FIRM #8 $301K

FIRM #10 $260K

FIRM #9 $263K

FIRM #10 $233K

ONE SIR ASSOCIATES ACHIEVED THE HIGHEST SALES VOLUME

ONE SIR ASSOCIATES ACHIEVED THE HIGHEST SALES VOLUME

IN MILLION-DOLLAR-PLUS CONDOS IN MIAMI-DADE IN 2015

IN MILLION-DOLLAR-PLUS CONDOS IN BROWARD IN 2015

ONE SIR $411M

ONE SIR $41M

FIRM #2 $385M FIRM #3 $307M

FIRM #4 $306M

FIRM #2 $32M

FIRM #5 $296M FIRM #6 $193M

FIRM #3 $19M

FIRM #7 $94M

FIRM #8 $62M

FIRM #9 $56M

FIRM #4 $18M

FIRM #5 $16M

FIRM #6 $15M

FIRM #7 $15M

FIRM #10 $47M

FEATURED RECOGNITION

FIRM #8 $15M

FIRM #9 $14M

FIRM #10 $14M

FEATURED RECORD-BREAKER: MIAMI-DADE December, 2015

July, 2015

FEATURED RECORD-BREAKER: BROWARD December, 2015

775 S. Mashta Drive Key Biscayne

#1 in the Country

5 Harborage Isle Drive Fort Lauderdale

$47 Million

by Average Sales Price

$27.5 Million

Highest price ever

by RealTrends

Highest price ever

paid for a residence

Real Estate

paid for a residence

in Key Biscayne

Rankings

in Broward County

All statistics above were gathered from BrokerMetrics, a system sourcing its data from the MLS. The information portrayed here is a direct representation of the BrokerMetrics findings. January, 2015 to December, 2015.

PROPERTY EXPOSURE STRATEGY: THE BASICS Every extraordinary residence represented by ONE Sotheby’s International Realty benefits from our Property Exposure Strategy: what we consider to be a basic marketing package required to launch a robust and well-rounded exposure plan for each of our listings. Our Property Exposure Strategy includes everything from professional photography to branded signage and online listing distribution. For more detailed information, please see the components of our standard package outlined in detail below.

1

1

PROFESSIONAL LISTING PHOTOGRAPHY AND OPTIONAL VIDEOGRAPHY Our marketing revolves around professional photography, showcasing the elegance and beauty of our exclusive inventory in everything we do.

Professional photography includes a virtual tour, video walk through and a geo-tagged slideshow on ONE SIR’s YouTube Channel.

SINGLE LISTING WEBSITE

2

SIR SIGNAGE INSTALLATION

3

A custom website dedicated to a single property, complete with

Sotheby’s International Realty’s recognizable hanging post sign,

a high-resolution photo gallery and an individual domain name.

installed at over 26,000 extraordinary homes around the world,

This powerful online marketing tool impresses viewers and,

is prominently displayed at all single-family homes represented

when advertised in print or online, gets interested buyers to the

by ONE Sotheby’s International Realty in order to reach the local

information they want faster and more efficiently.

community and potential buyer.

REALTOR.COM SHOWCASE

4

SIR NETWORK DISTRIBUTION

5

Realtor.com, the world’s top real estate website, allows agents

All listings are automatically featured on the websites of over 135

to showcase listings with up to 36 photos, a slideshow tour,

Sotheby’s International Realty affiliates around the world. This is

video, traffic reports and open house ads. Taking advantage of

an exclusive offering due to our relationship with the Sotheby’s

their content-rich format, the website becomes one of the most

International Realty network, providing unparalleled international

effective ways to reach home seekers directly.

exposure for our exclusive listings.

7

RESPECTFUL EMAIL

6

E-GALLERY

7

ONE Sotheby’s International Realty sends a weekly digest

The eGallery is a real-time, dynamic property slideshow designed

containing new listings, open houses and price reductions to

to provide worldwide reach to a property. It is displayed in most

Miami-Dade and Broward’s top brokers without spamming. In

of the Sotheby’s International Realty and Sotheby’s auction

addition, a brokers’ opens email is also sent out once a week to

house locations around the world.

the local brokerage community.

Minimum price restrictions apply.

WEBSITE EXPOSURE

8

ONLINE LISTING DISTRIBUTION

9

Reach our vast audience of potential buyers placing your listing on

The online distribution resources of Sotheby’s International

ONESothebysRealty.com, our responsive website, or go global on

Realty position properties in the world’s finest real estate sites.

SIR.com, offering specialized websites based on extraordinary

In addition to providing listing content to 17 major websites that

lifestyles such as golf, waterfront, vineyard, ski, beach, historic,

power hundreds more, reports are available to show how much

retirement, metropolitan and more.

exposure each property is receiving.

9

SOTHEBYSREALT Y.COM

OUR EXCLUSIVE DEVELOPMENTS ONE Sotheby’s International Realty’s Development Division currently represents over 18 pre-construction developments in Miami-Dade and Broward Counties. In its short existence, the branch has managed to break several pricing records and now handles over $3 billion in real estate inventory.

As a result of its dramatic growth, the Development Division continues to represent some of South Florida’s most prestigious condo residences and is regarded as one of the top development sales and marketing teams in the region.

TURNBERRY OCEAN CLUB, SUNNY ISLES

ONE THOUSAND MUSEUM, MIAMI

BRICKELL CITY CENTRE, MIAMI

BOULEVARD 57, MIAMI

L’ATELIER, MIAMI BEACH

RESIDENCES AT RITZ-CARLTON, MIAMI BEACH

METROPICA, SUNRISE

MANSIONS AT DORAL, MIAMI

GALE RESIDENCES, FORT LAUDERDALE

RIVA, FORT LAUDERDALE

THREE HUNDRED COLLINS, MIAMI BEACH

LOUVER HOUSE, MIAMI BEACH

1414 WEST BEACH, MIAMI BEACH

ELEVEN ON LENOX, MIAMI BEACH

W RESIDENCES, MIAMI BEACH

KAI, BAY HARBOR ISLANDS

LAGUNA HOUSE, CORAL GABLES

VILLA BILTMORE, CORAL GABLES

COMMUNITY OUTREACH ONE for one is a fundraising initiative between ONE Sotheby’s International Realty and Miami Children’s Health Foundation in support of the Together For The Children Campaign for Nicklaus Children’s Hospital. Our goal is to support the children and families that depend on Nicklaus Children’s Hospital (formerly Miami Children’s Hospital) throughout the continuum of health and wellness and make it possible for them to realize their full potential. We are reimagining healthcare and coming together to bring great value to our community, our nation and our world.

OTHER INITIATIVES LOTUS HOUSE SHELTER

WOMEN IN DISTRESS

Lotus House is a non-profit organization that provides unique

Women in Distress currently operates an emergency shelter with

resources for homeless women and infants suffering from extreme

a 132-bed capacity for victims of domestic violence and their

poverty, disability, domestic violence or untreated medical / mental

children. Survivors who are no longer safe in their homes can find a

illness. This organization seeks to empower women to improve

safe haven at Women in Distress. Services include housing, crisis

their quality of life in order to break the cycle of homelessness and

intervention, therapy and advocacy assistance, as well as clothing

achieve greater self-sufficiency. Lotus House is a place of healing

and household supplies as necessary. These services are designed

and transformation, a place that they can call home.

to empower women to live a self-determined, violence-free life.

OFFICE LOCATIONS

CORAL GABLES

KEY BISCAYNE

1430 S. Dixie Highway, 110 | Coral Gables, FL 33146

260 Crandon Boulevard, C42 | Key Biscayne, FL 33149

BRICKELL

MIAMI BEACH / SOUTH OF FIFTH

1000 Brickell Avenue, 315 | Miami, FL 33131

119 Washington Avenue, 102 | Miami Beach, FL 33139

MIAMI BEACH / MERIDIAN AVENUE

BAY HARBOR ISLANDS

1680 Meridian Avenue, 102 | Miami Beach, FL 33139

1047 Kane Concourse | Bay Harbor Islands, FL 33154

AVENTURA

SUNNY ISLES BEACH

18851 NE 29 Avenue, 101 | Aventura, FL 33180

3873 Sunny Isles Boulevard | North Miami Beach, FL 33160

FORT LAUDERDALE

WESTON

401 East Las Olas Boulevard, 100 | Fort Lauderdale, FL 33301

2300 Weston Road | Weston, FL 33326

O NE S OTHE BYS R E A LT Y.COM ©MMXVI ONE Sotheby’s International Realty, licensed real estate broker. Sotheby’s International Realty® is a licensed trademark to Sotheby’s International Realty Affiliates LLC. An Equal Opportunity Company. Equal Housing Opportunity. Each Office is Independently Owned and Operated. The information contained herein is deemed accurate but not guaranteed.