The Advantage 2018

THE NEW YORK TIMES

THE ADVANTAGE

William Pitt Julia B Fee 1

ONLY ONE REAL ESTATE BRAND HAS IT ALL. At William Pitt and Julia B. Fee Sotheby’s International Realty, we bring a number of advantages that are ours alone: The best listing exposure through exclusive marketing partnerships with iconic media brands A centuries-old heritage with both local and worldwide renown An international referral network connecting buyers and sellers locally and globally A multiple award-winning website delivering the finest online presentation of every property • Real Trends, 2017: #1 Best Designed Real Estate Website in the Country, #2 in Best Overall Real Estate Websites, #2 in Property Detail • Webby Awards, 2016: The only residential real estate brokerage named an Official Honoree in the real estate website category of the “Internet’s highest honor” (The New York Times) • WebAwards, 2016: Best Professional Services Website • W3 Awards, 2016: Best in Show for Visual Appeal, Gold Award winner for Website Video Features 2

OUR MISSION Our Mission: We believe everyone deserves the exceptional.

Our Mantra: Move up.

A better home, a bigger yard, a more prestigious address.

A priceless purchase, a greater sale price, the very best service. We view all homes as valuable, prized possessions, and therefore all customers as worthy recipients of the finest experience possible.

Our firm represents the mark of exceptional service, information, people and hospitality, ensuring everyone’s success throughout the real estate transaction – from people who buy and sell to agents and our employees.

Move up with us and experience the exceptional.

3

CONTENTS

4

6

Who We Are

40

Mastercard

8

Sotheby's Auction

41

Condé Nast

10

Global Presence

42

Pan-Asian

12

SothebysRealty.com

46

Specialty Sites

14

Our Local Website

48

Apple TV

16

Exclusive Global Partner Sites

49

Public Relations

17

Global Distribution

18

Media Partnerships

51

Social Media

19

The New York Times

52

Social Advertising

23

The Wall Street Journal

53

Video

26

Mansion Global

54

3D Showcase Tour

29

Architectural Digest

55

Search Engine Marketing

32

Elle Décor

56

Buyside

35

Financial Times

57

Retargeting Ads

37

Dwell

58

Client Marketing Summary

39

London Times

59

Our Promise

8 SOTHEBY’S AUCTION

Cover Photo By: Michael Bowman, bowmanphoto.com Cover Property: Washington, Connecticut

19 THE NEW YORK TIMES

26 MANSION GLOBAL

42 PAN-ASIAN

48 APPLE TV 5

WHO WE ARE William Pitt and Julia B. Fee Sotheby’s International Realty is one of the largest Sotheby’s International Realty® affiliates globally and the 31st largest real estate company by sales volume in the United States, achieving over $4.2 billion in sales volume with approximately 6,000 transaction sides in 2017. The company was founded in 1949 and built on a commitment to extraordinary customer service and community expertise, quickly establishing itself as the premier brand in its marketplaces. Today, with more than 1,000 sales associates and 27 brokerage offices, the firm is recognized as the preeminent real estate brokerage company serving Connecticut, Westchester County, New York and the Berkshires in Massachusetts.

THE ADVANTAGE: Local real estate expertise with reach in key markets all over the world.

• 31st largest real estate brokerage in the country* • 27 brokerage offices in three states • More than 1,000 sales associates

*

6

By sales volume, REAL Trends

THE NEW YORK TIMES

Lenox

Great Barrington

BERKSHIRE COUNTY

Lakeville

TOLLAND COUNTY

HARTFORD COUNTY LITCHFIELD COUNTY

WINDHAM COUNTY

Avon

Litchfield Kent

Washington Depot

MIDDLESEX COUNTY NEW HAVEN COUNTY

Danbury

Essex

New Canaan

Irvington

Old Lyme

Madison Guilford

Ridgefield

WESTCHESTER COUNTY

NEW LONDON COUNTY

FAIRFIELD COUNTY Wilton

Stratford

Southport Westport

Rowayton Darien Stamford (2)

27 BROKERAGE OFFICES IN 3 STATES

Scarsdale Rye Bronxville

7

Larchmont

7

SOTHEBY’S AUCTION The oldest company listed on the New York Stock Exchange (BID), the legendary Sotheby’s auction house was founded in 1744 and quickly earned worldwide renown for expertly marketing some of the world’s most valuable possessions while delivering incomparable service. In 1976 Sotheby’s founded Sotheby’s International Realty on these same principles, recognizing the need to offer its clients the same expertise and peerless marketing in the purchase and sale of real estate. Today, realty and auction collaborate on exclusive marketing efforts targeting a coveted and influential audience.

THE ADVANTAGE: EXCLUSIVE exposure to Sotheby’s high-end clientele. Web and print promotion drives buyers to sothebysrealty.com, which EXCLUSIVELY features all our listings.

• EXCLUSIVE listing promotion in Sotheby’s locations throughout its global network of 80 offices in 40 countries, including salesrooms in New York, London, Hong Kong and Paris • EXCLUSIVE listing promotion across the Sotheby's website, sothebys.com, consistently one of the top five referring sites to our own brand website, sothebysrealty.com • EXCLUSIVE additional listing exposure through a literary collaboration with Sotheby’s proprietary publications, with a digital distribution of 190,000 and a print distribution of over 60,000 including 12,000 of the highestspending auction clients, high-profile auction events and all Sotheby's offices worldwide

8

9

GLOBAL PRESENCE

Sotheby’s International Realty is the most prestigious and impactful global real estate brand, comprising a network of highly respected real estate companies in sought-after markets all over the world. Our affiliation within this network allows us to achieve broader exposure than any other firm for our listings. Our white glove referral program is a key differentiator, allowing network members to connect qualified buyers and sellers from well beyond our local markets.

THE ADVANTAGE: We quickly communicate local property information to a worldwide base of qualified clients.

• Listings showcased to a worldwide network of approximately 930 offices representing potential buyers in approximately 70 countries and territories on six continents • A brand that maintains one consistent visual identity from one market to the next, resulting in unparalleled brand recognition all over the world • William Pitt and Julia B. Fee Sotheby’s International Realty is one of the largest and most influential affiliates within the worldwide Sotheby’s International Realty network

10

TTR SIR, Washington, District of Columbia, USA

Realogics SIR, Seattle, Washington, USA

Sydney SIR, Sydney, Australia

Lew Geffen SIR, Gauteng, South Africa

11

SOTHEBYSR EALTY.COM The number one luxury real estate website in the world, sothebysrealty.com attracts far more buyers to search, view and inquire than our competitors, delivering a beautiful and compelling presentation of more than 50,000 properties represented by our network worldwide.

THE ADVANTAGE: EXCLUSIVELY featuring our listings, sothebysrealty.com represents the culmination of our full media strategy detailed throughout this book, with 3+ million unique visitors every month.

• A high-quality presentation of all properties regardless of price point, with full-screen, high-definition videos, high-resolution photography, 3D virtual tours built seamlessly into listing pages and more • Search by sought-after lifestyles from farm and ranch to waterfront, ski, historic and golf • A seamless presentation on every platform from desktop to mobile to tablet • GPS-enabled SIR mobile app allowing users to find nearby homes for sale and even get driving directions • International features including the ability to choose from 18 languages and dialects, and convert prices into more than 50 currencies

12

* LUXURY ESTATE WEBSITE RANKINGS REALREAL ESTATE WEBSITE RANKINGS

JANUARY 2017 – DECEMBER 2017 JANUARY 2017 – DECEMBER 2017

coldwellbankerluxury.com knightfrank.com

compass.com

halstead.com elliman.com

luxuryrealestate.com

luxuryportfolio.com

christiesrealestate.com

houlihanlawrence.com

berkshirehathawayhs.com

raveis.com

coldwellbanker.com

sothebysrealty.com

4,000,000

3,500,000

VISITORS PER MONTH

3,000,000

2,500,000

2,000,000

1,500,000

1,000,000

500,000 0 JAN ‘17

FEB ‘17

MAR ‘17

APR ‘17

MAY ‘17

JUNE ‘17

JULY ‘17

AUG ‘17

SEPT ‘17

OCT ‘17

ANNUAL WEB STATS **:

TOP REFERRING SITES **:

• 27 million visits

1. Facebook.com

• 115 million page views

2. Uncrate.com

• 50 million property detail page views

3. Zillow.com

• 60% of visits from outside the U.S.

4. Pinterest.com

NOV ‘17

DEC ‘17

5. Sothebys.com *Data pulled from SimilarWeb.com, Jan. 2017-Dec. 2017 ** SothebysRealty.com statistics for full year 2017, Google Analytics

13

OUR LOCAL WEBSITE It’s easy to see why our website has received so many accolades, with features including full-screen, high-definition property and community videos, robust content on every listing page, 3D virtual tours built seamlessly into property detail pages, site customization according to the user’s location, the ability to custom tailor with personal preferences, strong search functionality and much more.

• REAL Trends, 2017: #1 Best Designed Real Estate Website in the Country, #2 in Best Overall Real Estate Websites, #2 in Property Detail • Webby Awards, 2016: The only residential real estate brokerage named an Official Honoree in the real estate website category of the “Internet’s highest honor” (The New York Times) • WebAwards, 2016: Best Professional Services Website • W3 Awards, 2016: Best in Show for Visual Appeal, Gold Award winner for Website Video Features

THE ADVANTAGE: An incredible user experience entices buyers to visit one of the country’s top-ranked real estate websites, providing all the information they need to find their next home.

• With access to 9 local MLSs, our site showcases approximately 100,000 active listings in addition to more than 50,000 properties worldwide represented by the Sotheby’s International Realty network • Property updates from the MLS occurring far more frequently than the sites of any competitor • The ability to search listings by area school districts and elementary schools, travel times to Grand Central in New York City and more, with the same information appearing on each listing page • Optimized for full compatibility across all devices—desktop, tablet and mobile • International features including the ability to choose from 18 languages and dialects, and convert prices into more than 50 currencies 14

WILLIAMPITT.COM JULIABFEE.COM

ANNUAL WEB STATS *: • 3 million visits • 12 million page views • Visits from more than 190 countries and territories • 54% of traffic from mobile

TOP REFERRING SITES *: 1. Facebook.com 2. NYTimes.com 3. SothebysRealty.com 4. Zillow.com 5. Curbed.com

* Google Analytics, web metrics for williampitt.com, juliabfee.com - Jan.-Dec. 2017

15

EXCLUSIVE GLOBAL PARTNER SITES Our EXCLUSIVE partnerships with over 100 Sotheby’s International Realty affiliate brokerages around the world positions our listings on their websites, reaching over 8 million visitors per year. alliancesothebysrealty.com artisansothebysrealty.com sir-abcislands.com atlantafinehomes.com baysir.com thebearsclubsir.com beijingsir.com belizesir.com bgsir.com brazensothebysrealty.com bvisothebysrealty.com bytheseasir.com callawayhenderson.com carvillsir.com sircaymanislands.com celiadunnsir.com chapinsothebysrealty.com coastalsir.com sircostarica.com sirbahamas.com deckerbullocksir.com dielmannsothebysrealty.com dbsir.com dreyfussir.com ellissothebysrealty.com encoresothebysrealty.com enwicksothebysrealtycom foresthillsrealestate.com frankhardy.com gibsonsothebysrealty.com ginevrasir.com glaciersir.com goldcoastsir.com sirguadalajara.com gulftobaysothebysrealtycom gustavewhite.com hallmarksir.com harborsir.com harborsidesir.com hcronerrealestate.com heritagehousesothebysrealty.com heritagesir.com hodgekittrellsir.com israelsir.com jamesonsir.com juliabfee.com klsir.com kuperrealty.com landmarksothebysrealty.com thelipmangroupsothebysrealty.com legacysir.com lenihansothebysrealty.com listsothebysrealty.com

THE ADVANTAGE: EXCLUSIVE listing exposure on the websites of Sotheby’s International Realty affiliates worldwide from New York to London and Hong Kong to Russia.

16

global.listsothebysrealty.co.jp sirloscabos.com luskandassociates.com maltasothebysrealty.com manormorsir.com marketplacesothebysrealty.com mauritius-sothebysrealty.com milan-sothebysrealty.com mnsir.com monumentsothebysrealty.com nicaraguasir.com northcountrysir.com oceansir.com pacificsothebysrealty.com pacsir.com premiersothebysrealty.com puertoricosothebysrealty.com queretarosothebysrealty.com rsir.com regosothebysrealty.com sirrivieramaya.com robinsonsir.com russellpostsir.com sanmiguelsothebysrealty.com selectsothebysrealty.com shoresir.com sierrasothebysrealty.com soleilsir.com sothebysrealty.lu stmartinsir.com steamboatsir.com streetsothebysrealty.com sullivanbi.com summitsothebysrealty.com sunvalleysir.com synergysir.com tateandfoss.com todaysothebysrealty.com towneandcountryinc.com treasurecoastsir.com ttrsir.com turksandcaicossir.com sothebysrealtyusvi.com unlimitedsir.com venturesir.com sirvillage.com vistasir.com wardwight.com warrenlewis.com waterfieldsir.com williampitt.com wishsir.com wssir.com

GLOBAL DISTRIBUTION With over 90% of buyers searching for homes online*, we distribute our properties with high-resolution photography to the most significant media companies and real estatefocused websites in the world.

$

CASCADING WEBSITES

THE ADVANTAGE:

$

Strategic placement of your property attracting buyers to click, view and inquire.

Drives buyers to our local site and to sothebysrealty.com, which EXCLUSIVELY features all our listings. $

$ $ $

$

€200,000+ EUR | $246,652+ USD** €500,000+ EUR | $616,631+ USD** $1,000,000+ USD

* According to the National Association of Realtors ** Currency conversion taken on February 14, 2018 through Oanda.com

17

MEDIA PARTNERSHIPS Our media plan comprises exclusive avenues of exposure through the world’s most respected media powerhouses, including several industry-first partnerships that allow our brand to successfully connect with a global audience of qualified real estate consumers. With an emphasis on exclusivity, cutting-edge technologies, strategic positioning, social traffic drivers and video content integration, our marketing plan solidifies our position as the leader in real estate worldwide.

18

19

The New York Times

23

The Wall Street Journal

26

Mansion Global

29

Architectural Digest

32

Elle Décor

35

Financial Times

37

Dwell

39

London Times

40

Mastercard

41

Condé Nast

42

Pan-Asian

46

Specialty Sites

48

Apple TV

THE NEW YORK TIMES

The New York Times has been consistently recognized as the preeminent newspaper of record globally, setting the bar among leading news brands since 1851 and taking home more Pulitzer Prizes than any other paper. Our partnership with The New York Times blends exclusivity and trailblazing technology to reach a worldwide audience of over 118 million unique users per month on its website, nytimes.com.

THE ADVANTAGE: EXCLUSIVE positioning in highly trafficked editorial areas of the most influential news source in the world, driving buyers back to sothebysrealty.com, which EXCLUSIVELY features all our listings. Strategic placement of your property attracts buyers to click, view and inquire.

548,515,000

$152,157

118,000,000

PAGE VIEWS PER MONTH

MEDIAN HOUSEHOLD INCOME

UNIQUE MONTHLY VISITS

19

THE NEW YORK TIMES

We are the EXCLUSIVE sponsor of all editorial real estate slideshows with The New York Times, including the highly popular “On the Market,” “Living In,” “What You Get” and “International Real Estate” columns. Our brand’s listing ads are incorporated into the beginning, middle and end of each and every slideshow across platforms, serving as our overall media campaign’s #10 traffic driver to sothebysrealty.com. The slideshows are completed by audiences 90% of the time 20

THE NEW YORK TIMES

The New York Times’ own T Brand Studio works in collaboration with our brand to develop special lifestyle-themed editorial content showcasing our most luxurious listings, which readers will discover through our brand’s EXCLUSIVE portal on the landing page of the Times’ “The High End” real estate section

We are the EXCLUSIVE advertising partner on The New York Times real estate section’s “Find a Home” landing page, including a property video module providing a rich level of exposure to featured listings 21

THE NEW YORK TIMES

All of our listings are included in the real estate search section of nytimes.com with benefits including: • Placement of your property in front of 1.27 million visitors per month • The most impactful online presentation with unique features including high-resolution photography, custom property descriptions and property videos • Our property videos are incorporated directly into each property’s listing detail page on nytimes.com

22

THE WALL STREET JOURNAL

Our partnership with The Wall Street Journal, including its US, Europe, China and Asia editions, allows the Sotheby’s International Realty brand to reach the international business elite across newspapers, websites, magazines, social media and video through unique and EXCLUSIVE positioning of the properties represented by our network.

THE ADVANTAGE: EXCLUSIVE positioning in highly trafficked editorial areas of the leading environment for connecting with affluent home buyers. Strategic placement of your property attracts buyers to click, view and inquire. Drives buyers to sothebysrealty.com, which EXCLUSIVELY features all our listings.

153,000,000

$183,259

48,000,000

PAGE VIEWS PER MONTH

MEDIAN HOUSEHOLD INCOME

UNIQUE MONTHLY VISITS

23

THE WALL STREET JOURNAL

We are EXCLUSIVELY and prominently featured on the homepages of The Wall Street Journal’s China and Europe editions, which delivered over 50 million impressions and 50,000 visitors to sothebysrealty.com in 2017 24

THE WALL STREET JOURNAL

The custom Sotheby’s International Realty “Live” video series follows wellknown, influential people, from chefs to photographers to painters and more, as they take inspiration from a guest stay in a home represented by our brand.

An EXCLUSIVE part of our marketing partnership, these videos will be hosted by both The Wall Street Journal and Mansion Global, and promoted across the Journal’s social channels

For more than half of the year on Fridays—and during key real estate months—our brand has EXCLUSIVE advertising ownership of every single real estate article in The Wall Street Journal’s online real estate section, with ads appearing throughout each article and set to feature on the section’s most highly trafficked day of the week 25

MANSION GLOBAL

Mansion Global connects affluent buyers around the world with prestige properties, and empowers its readership to make informed real estate decisions with insightful market data, in-depth analysis and relevant, compelling original content from across News Corp including premium publications such as The Wall Street Journal. The multilingual platform reaches an audience comprising 70% international readers and 30% domestic.

THE ADVANTAGE: EXCLUSIVE positioning on a premier, internationally focused destination for affluent buyers. Strategic placement of properties above $1,000,000 attracts buyers to click, view and inquire. Drives buyers to sothebysrealty.com, which EXCLUSIVELY features all our listings.

26

4,700,000

$390,244

2,000,000

PAGE VIEWS PER MONTH

MEDIAN HOUSEHOLD INCOME

UNIQUE MONTHLY VISITS

MANSION GLOBAL

Mansion Global’s signature front page carousel ad is the first thing a user sees upon entering the site, and through our partnership, some of the most exceptional properties listed with us receive double the exposure of any other company 27

MANSION GLOBAL

EXCLUSIVE to our brand on every Friday, we have total advertising ownership of every single article page site-wide, with high-impact ads showcasing our brand to readers throughout each article

EXCLUSIVE to our brand, Mansion Global will host a permanent dedicated Sotheby’s International Realty microsite featuring brand content including the “Live” video series (as described in The Wall Street Journal section on page 25), additional brand videos, listing videos and 3D Showcase Tour property content (as described further on page 54) 28

ARCHITECTURAL DIGEST

Architectural Digest (AD) reaches a discerning audience of architects, interior designers and affluent design enthusiasts. Through its print and digital editions including architecturaldigest.com, AD provides an exclusive view into the world’s most beautiful homes, inspiring its millions of influential readers to redesign and refresh their lives.

THE ADVANTAGE: EXCLUSIVE positioning in highly trafficked editorial areas of the premier site covering architecture, design and high-end real estate. EXCLUSIVE property search widget accessing only our listings. Drives buyers to sothebysrealty.com, which EXCLUSIVELY features all our listings.

9,419,000

$110,554

1,922,330

PAGE VIEWS PER MONTH

MEDIAN HOUSEHOLD INCOME

UNIQUE MONTHLY VISITS

29

ARCHITECTURAL DIGEST

The brand has EXCLUSIVE ownership of AD’s real estate section index page across all platforms—desktop, tablet and mobile—with always-present, year-round brand ads featuring our own built-in property search widget accessing only our listings 30

ARCHITECTURAL DIGEST

For the months of March, April, September and October 2018, the brand has EXCLUSIVE ownership of every single real estaterelated article on the site, with always-present brand ads

Our branding ads are featured in AD’s year-end content package profiling young art collectors and highlighting the artists and designers to collect now, created for discerning collectors and aficionados

Powerful and dynamic ads featuring photos, animations and videos rotate site-wide with precision targeting of AD’s most affluent visitors, running across desktop, tablet and mobile 31

ELLE DÉCOR

Where style and design meet, Elle Décor is the interiors destination for the fashion forward, and the guide to luxe living for those to whom great design is not an option but an essential. The partnership extends to additional lifestyle, travel, fashion and design authorities including House Beautiful, Veranda, Town & Country and Harper’s Bazaar. Taken together, the five luxury titles under Hearst serve as the ultimate destination for affluent consumers seeking to beautify their life.

THE ADVANTAGE: Positioning in highly trafficked editorial areas of the premier sites covering luxury home décor and design. Drives buyers to sothebysrealty.com, which EXCLUSIVELY features all our listings.

32

6,000,000

$100,467

993,000

PAGE VIEWS PER MONTH

MEDIAN HOUSEHOLD INCOME

UNIQUE MONTHLY VISITS

ELLE DÉCOR

Luxury listings from our brand are showcased in a custom ad promoted across Elle Décor’s multiple platforms, packing a big visual punch with beautiful photos and videos

Curated by the publication’s own esteemed editorial team, an always-present Sotheby’s International Realty destination page hosted by Elle Décor features EXCLUSIVE photo collections of our properties 33

ELLE DÉCOR

Comprising Elle Décor, House Beautiful, Veranda, Town & Country and Harper’s Bazaar, Hearst’s luxury portfolio engages its sophisticated global audience EXCLUSIVELY for our brand through international targeting of our branding ads before real estate lovers in the most affluent destinations around the world

With ELLEvated Entertaining, the Elle Décor production team develops custom co-branded articles colored with beautifully composed shots of our listings, populating both elledecor.com and sothebysrealty.com with a powerful site-wide presence 34

FINANCIAL TIMES

The definitive home for business intelligence on the web, the website of the Financial Times, FT.com, provides the global business community with trusted news, analysis, data and tools. With over 6 million registered users, Financial Times reaches the world’s most influential budget-holders, opinion-formers and purchase decision-makers.

THE ADVANTAGE: Strategic placement of your property attracts buyers to click, view and inquire. EXCLUSIVE property search widget accessing only our listings. Drives buyers to sothebysrealty.com, which EXCLUSIVELY features all our listings.

106,000,000

$413,000

17,856,886

PAGE VIEWS PER MONTH

MEDIAN HOUSEHOLD INCOME

UNIQUE MONTHLY VISITS

35

FINANCIAL TIMES

Our branding ads are displayed throughout the user’s own property search results as they explore listings in the Financial Times’ real estate search section

Our brand is the EXCLUSIVE lifestyle search partner for the Financial Times’ real estate search section online, with property videos also promoted 36

DWELL

As the leading voice for modern design, architecture and interiors, Dwell.com reaches an affluent, sophisticated and design-savvy audience of 2 million unique monthly visitors, including architects, registered designers and home design enthusiasts. We showcase our listings and high-impact branding before Dwell’s dedicated audience throughout the site.

THE ADVANTAGE: Brand positioning in highly trafficked editorial areas of the premier site covering modern and contemporary homes, including EXCLUSIVE ownership of the Homes Channel. Drives buyers to sothebysrealty.com, which EXCLUSIVELY features all our listings.

11,000,000

$82,250

2,000,000

PAGE VIEWS PER MONTH

MEDIAN HOUSEHOLD INCOME

UNIQUE MONTHLY VISITS

37

DWELL

Impactful ads featuring modern homes appear on Dwell’s homepage and article pages several times throughout the year

Our brand EXCLUSIVELY owns Dwell.com’s Homes Channel with bold and compelling run-of-site brand ads as well as brand content all year round

38

Leveraging Dwell’s 1+ million Instagram audience of home enthusiasts, our brand highlights select featured properties as Dwell’s Photo of the Day

LONDON TIMES A premium British brand recognized the world over, The Times has served as a trusted part of the United Kingdom’s cultural heritage for more than 200 years. The Times is the UK’s highest ranked daily publication for reaching the nation’s business elite and high net worth individuals.

THE ADVANTAGE: EXCLUSIVE positioning in the highly trafficked real estate section of the UK’s most prestigious news source. Drives buyers to sothebysrealty.com, which EXCLUSIVELY features all our listings.

1,402,000

$150,000

130,746

PAGE VIEWS PER MONTH

MEDIAN HOUSEHOLD INCOME

UNIQUE MONTHLY VISITS

For nearly every Friday in 2018, we have EXCLUSIVE ownership of Bricks and Mortar, The Times’ weekly Friday real estate section, with our brand ads positioned above every single property article

39

MASTERCARD For more than 50 years, the Mastercard family of brands, now spanning more than 210 countries and territories, has sought to provide its customers with the ultimate in convenience and financial control through its products, services, tools, solutions and insights. We have launched a unique, industry-first marketing partnership with Mastercard designed to attract high net worth real estate intenders around the world.

THE ADVANTAGE: In a first among real estate brands, an EXCLUSIVE partnership with a major credit card company that positions us before a qualified, high net worth demographic of buyers, and leverages their purchasing power.

Highly targeted ads are served online to those Mastercard users who are most likely to engage with our brand, based on factors such as household income of at least $250,000 and credit card purchasing behavior, including those who buy luxury goods

40

CONDÉ NAST Since its founding nearly 100 years ago, Condé Nast has grown into a mass media company reaching an audience of over 120 million consumers across more than 20 iconic and industry-leading print, digital and video brands. Our partnership utilizes the Mastercard audience data described on page 40 to further target real estate intenders with online ads throughout Condé Nast’s luxury lifestyle publications. These include prominent EXCLUSIVE homepage takeovers on Vanity Fair’s website for six months of the year with additional exposure on the sites of Vogue, W and Architectural Digest.

THE ADVANTAGE: Combines our EXCLUSIVE partnership with Mastercard with the reach of one of the world’s premier media companies, positioning us before a qualified, high net worth demographic of buyers.

41

PAN-ASIAN

China represents the world’s largest population with more new millionaires being created than at any time in history, and Chinese buyers reportedly purchased $93 billion in US real estate from 2010 to 2015, according to a 2016 report issued by the Asia Society. To keep our brand front and center before this critical audience of affluent Asian consumers, we have partnered with a number of key Pan-Asian websites.

THE ADVANTAGE: EXCLUSIVE brand positioning on essential Pan-Asian websites visited by high-net-worth Asian buyers. Strategic placement of qualifying properties attracts buyers to click, view and inquire. EXCLUSIVE dedicated Shanghai concierge desk driving qualified referrals to our agents. Drives buyers to sothebysrealty.com, which EXCLUSIVELY features all our listings.

42

PAN-ASIAN

JUWAI One of China’s premier real estate search portals, Juwai.com has over 2 million monthly visitors and more indexed pages than all other portals combined on Baidu—China’s largest search engine. Our partnership ensures broad visibility to Chinese buyers searching for homes worldwide, and includes: • EXCLUSIVE banner ads on the Juwai homepage all year long • A dedicated Juwai-hosted Sotheby’s International Realty landing page, featuring all brand listings • An EXCLUSIVE Shanghai-based support desk serving as a liaison between Chinese consumers inquiring about listings and our network’s sales associates, providing translation services as needed

juwai.com/sothebysrealty

43

PAN-ASIAN

NIKKEI The most influential news publication in Japan and one of the major media powerhouses in the world, Nikkei has engaged in an EXCLUSIVE alliance with our brand. We are the first real estate brand to present property listings outside of Japan to Nikkei readers, giving Japanese consumers access to residential real estate offerings in approximately 70 countries and territories. The partnership allows us to reach over 29 million monthly readers through a digital platform that includes: • Banner ads across the Nikkei network including Nikkei Review, Nikkei Japan, Nikkei English, Nikkei Chinese and Nikkei Style, as well as its print newspaper, boasting the world's largest circulation • Custom editorial content, fully translated and promoted on the Nikkei property listing site • Property listings and videos translated and syndicated to the Nikkei property listing site

44

PAN-ASIAN

PropGOLuxury.com is one of the largest and fastest growing property portals in the China and Asia Pacific region, powering the real estate distribution and search platforms for leading publications such as The New York Times China edition, Financial Times, South China Morning Post, Singapore Press Holdings Z-Property and Luxury Insider

45

SPECIALTY SITES LuxuryEstate.com With 500,000 users coming from 120 countries and 9 million page views each month, LuxuryEstate.com is a key portal in international luxury real estate. The site features all of our listings over $1 million, translatable into 11 languages, as well as EXCLUSIVE banner ads on all brand listing pages and on visitors’ own search results pages 10% of the time they conduct a property search

House24.IlSole24Ore.com Owned by Il Sole 24 Ore, the #1 media publisher in Italy, House24 enables users to search for Sotheby’s International Realty properties all over the world—including our local market areas 46

SPECIALTY SITES

JamesEdition.com The world’s first marketplace to offer high-end items spanning multiple product categories from dealers globally, JamesEdition reaches over 600,000 potential buyers from 200 countries monthly, and features all brand listings over $600,000 USD

EconomicTimes.com The world’s second-most widely read English-language business newspaper after The Wall Street Journal, The Economic Times is the publication of record among the top echelons of business and government in India. Our partnership includes prominent homepage, news, markets and industry page banner ads throughout 2018, as well as an EXCLUSIVE brand microsite featuring brand and property videos, listings and virtual tours 47

APPLE TV Apple is the leader in consumer electronics and one of the largest publicly traded companies worldwide.

The Sotheby’s International Realty Apple TV app, available on all 4th generation Apple TV devices, offers powerful visuals showcasing over 50,000 properties represented by the brand globally.

THE ADVANTAGE: Brand exposure with the world’s leading technology company.

• Offers the ability to explore properties through entered text or Siri dictation, contact sales associates, save searches and bookmark favorite properties • Game Mode allows players to view captivating property photos and guess the location of origin

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PUBLIC RELATIONS Our PR team works to secure editorial coverage for our listings in relevant media outlets, and has a strong track record of successful press placements. From prominent publications in the areas we serve like Connecticut Cottages & Gardens and Westchester Magazine, to respected national news sources such as The Wall Street Journal and The New York Times, to international outlets including The Daily Mail and Financial Times, the press we achieve creates tremendous value for our listings and company.

THE ADVANTAGE: Nearly 2,700 press placements annually provide excellent exposure for newsworthy properties. A consistent press presence keeps our brand, our listings and our agents top of mind among consumers.

A proven source for generating qualified buyer interest.

• Exposure for selected notable listings in prominent local, regional, national and international media outlets, in print, online and on television • Draws attention to selected listings, our agents and our company, to the benefit of all of our listings company-wide

PRESS PLACEMENTS ACHIEVED PER COMPANY Berkshire Hathaway - NE MA CT 347 Coldwell Banker NE Region 941

4%

William Pitt and Julia B. Fee Sotheby’s International Realty

11% 30%

Houlihan Lawrence 1.46k

Halstead Property

2.68k

17%

18%

20%

1.6k

William Raveis 1.74k

PR RANKINGS* January 2017 – December 2017

*Source: Meltwater News Report

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PUBLIC RELATIONS

NATIONAL AND GLOBAL:

6sqft ABC AOL Architectural Digest Associated Press Billionaire Bloomberg Boston Globe Boston Herald Boston Magazine Business Insider CBS Cheshire Magazine (UK) Coastal Living Country Living Curbed Daily Mail (UK) Delish Departures Dujour Dwell Elle Décor Evening Standard (UK) Financial Times Forbes.com Haute Residence House Beautiful Inman News International Property & Travel Magazine LORE Los Angeles Times Luxury_Homes (Instagram) Mansion Global MSN NBC The New York Times Ocean Home Popular Mechanics Real Simple

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REAL Trends Realtor.com blog Realtor Magazine Redbook Rhapsody Robb Report Salon Spa Business The Sunday Times (UK) The Telegraph (UK) Top Ten Real Estate Deals Town & Country Travel & Leisure Variety Veranda The Wall Street Journal The Washington Post The Week Women’s Wear Daily USA Today Yachting Magazine Yahoo!

Zillow blog

REGIONAL: Avenue Brick Underground Brownstoner The Commercial Record Connecticut Cottages & Gardens Connecticut Magazine Connecticut Plus Fairfield County Business Journal The Hartford Courant The Journal News Luxe Luxury Listings NYC New England Home New York Cottages & Gardens

The New York Daily News New York Magazine New York Observer New York Post The New York Times Homes Quest The Real Deal RISMedia Serendipity WAG Westchester County Business Journal Westchester Magazine

New Canaan News

LOCAL:

River Journal

The Berkshire Eagle Berkshire Edge Berkshire Record Berkshire Style Berkshire Trade and Commerce Connecticut Post The Daily Voice Danbury News Times Darien News Darien Times The Day Fairfield Citizen The Greater New Milford Spectrum Greenwich Time Hamlet Hub Harrison Herald The Hour Hudson Valley 360 iBerkshires The Lakeville Journal Larchmont Ledger Litchfield County Times New Canaan Advertiser New Canaan/Darien/ Rowayton Magazine

Rural Intelligence

New Canaanite New Haven Magazine The New Haven Register The Newtown Bee Patch The Pelham Post The Pelham Weekly Redding Pilot The Register Citizen The Republican-American The Ridgefield Press

Rye Record Scarsdale 10583 The Scarsdale Inquirer Shoreline Times Stamford Advocate Stamford Magazine Stratford Star Voices Westchester Rising Westport News Westport Now Wilton Bulletin Zip06

TELEVISION: CBS Living Large Fox 61 HGTV NBC Connecticut NBC Open House News 12 Page Six

SOCIAL MEDIA Engaging consumers through social media is critical in today’s marketplace. Our brand shares its real estate expertise on its Extraordinary Living blog, while our own company blog continually brings visitors back to our site. We have a strong presence on portals such as Instagram, Twitter, Pinterest, LinkedIn, YouTube, WeChat and Facebook—one of the top five referring sites to our own—and work with social media influencers to expand that presence even further. Our sales experts utilize these spaces to promote their listings and open houses, while geo-targeted Facebook ads convert qualified buyers into fresh leads.

THE ADVANTAGE: Brand and properties promoted on powerful social media channels, engaging consumers where they are today. Drives more traffic to our websites than any other referral source.

blog

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SOCIAL ADVERTISING We harness the power of Facebook—the #1 source of referral traffic to our website—and Instagram by creating highly targeted ads for our company, agents and listings, utilizing their unique ability to reach specific audiences based on demographics. By using our own custom advertising platform that makes social media marketing a simple and effective tool for all our sales associates, we draw upon the power of Facebook and Instagram to target consumers based on their specific locations, interests, income levels, behaviors and more.

THE ADVANTAGE: Property promotion on the most powerful social media channels, engaging consumers where they are today. Drives qualified potential buyers directly to the listing page on our website, from a proven source of tremendous referral traffic.

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VIDEO With video serving as an ever more critical vehicle for engaging clients, exceptionally produced video content has become a core component of our marketing strategy. We seamlessly integrate high-quality videos throughout our site including our home and property detail pages, highlighting our company, communities and properties. Property videos including the brand’s “Live” video series (as described in The Wall Street Journal section on page 25) are also displayed on the Sotheby’s International Realty YouTube channel, which achieves over 10 million views annually, and major real estate search portals such as The New York Times, Mansion Global, LuxuryEstate.com and many more.

THE ADVANTAGE: Properties promoted with custom videos. Important real estate search sites featuring our videos drive buyers to our local website and to sothebysrealty.com, which EXCLUSIVELY features all our listings.

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3D SHOWCASE TOUR Using cutting-edge technology, we were the first residential real estate company in our market areas to incorporate the 3D Showcase Tour directly into our property detail pages. Much like with Google Street View, visitors start with an overhead “dollhouse” view of a home. Then they can simply drop into the room of their choice, view it from every angle and move on to the next at their own pace. The tour immerses visitors into spaces that feel so real it’s as if they are actually there, and is additionally capable of providing a virtual reality experience with the use of virtual reality technology.

THE ADVANTAGE: Custom online virtual tours can serve as a consumer’s first walk-through, and allow them to explore a home as many times as they wish without having to visit in person. Generates increased traffic as more buyers make virtual showings their preferred choice of search.

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SEARCH ENGINE MARKETING A strong search engine presence is imperative for any brand, and both our company and brand have purchased real estate-specific search engine terms for all of the markets we serve. Locally, these result in approximately 1 million impressions per month in our areas, while the brand saw over 600 million paid search impressions globally in 2017*. Robust real estate and community content on our local site, as well as hyper-local terms and keywords, further increases our search engine rankings.

THE ADVANTAGE: Heightened search engine visibility drives more buyers to our local website, where all listings are featured.

* Our numbers were pulled from the January Flying Point report (Online Marketing, SEM, pg 2)

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BUYSIDE Utilizing real-time data, Buyside consumes thousands of buyer leads and buyer-related activities from multiple sources around the web—from Zillow to Trulia to The New York Times, as well as open house showings and many other resources—and then intelligently matches these potential buyers with our listings. Visualizations of real-time buyer activity equip our agents with insights on buyer demand, and illustrate for our sellers the number of actual buyers looking for a home just like theirs.

THE ADVANTAGE: Unlocks the power of buyer data to generate genuine lead opportunities, allowing us to cultivate these buyers and connect them to our listings.

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RETARGETING ADS Whether visiting us online to browse our listings or learn about our services, web users who have spent time on our website will be reminded of the experience they had there when our ads appear on other sites that they explore. This marketing strategy, known as “retargeting,� has the effect of reengaging these visitors and developing their relationship with our brand, keeping us top of mind among buyers and sellers.

THE ADVANTAGE: Drives buyers who have already demonstrated an interest in our properties and brand back to our local website, where all listings are featured.

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CLIENT MARKETING SUMMARY We have created a report that provides a comprehensive summary of important marketing activity surrounding each property so that sellers are kept apprised of all online and print marketing efforts, including listing distribution, print advertising and press placements. We also provide any available metrics such as online views and where viewers are located.

THE ADVANTAGE: Clients are provided with regular updates on all marketing efforts for their listing and related data.

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OUR PROMISE

William Pitt and Julia B. Fee Sotheby’s International Realty offers a world of advantages to purchasers and sellers in Connecticut, Westchester County, the Berkshires and beyond. These include the most sophisticated and far-reaching marketing for every listing, the most advanced online presentation and technological tools for meeting the modern needs of buyers and sellers, and through our exceptional sales force, an unmatched level of guidance and expertise—all delivered with the same white-glove service at every price point. We invite you to work with us for a truly unparalleled concierge-style experience.

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THE NEW YORK TIMES

williampitt.com juliabfee.com ©MMXVIII WPS Holdings, LLC and 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.

While this material is based upon our best estimates and information that we consider reliable, all programs included here and their descriptions are subject to changes, errors, omissions or withdrawal without notice.

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