Artfully uniting extraordinary properties with

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1 Artfully uniting extraordinary properties with Extraordinary lives Since 1947, Russ Lyon Realty has been synonymous with fine properties Since 1976, Sotheby s International Realty has represented Distinctive properties worldwide Two Great Brands One Great Company Russ Lyon Sotheby s International Realty

2 In a time of global communications and global markets, THERE IS ONLY ONE TRUE INTERNATIONAL REAL ESTATE BRAND

3 THE BRAND RUSS LYON SOTHEBY S INTERNATIONAL REALTY The year is With the end of WWII just over a year before, Russ Lyon, like so many, is heading west. Stopping in Phoenix, he realizes he has found his home. He starts a real estate company and finds success selling homes to those returning home from the war. Those seeking open skies and a warm climate in one of nature s most unique geographies. From these humble roots grew the most successful luxury brokerage in the Valley. Today, the Russ Lyon Realty name has been synonymous with fine properties for over six decades. The year is Sotheby s recognizes that the firm can serve its auction clients in a valuable new way with a complete package of estate disposition services. Founded on the same commitment to exceptional service that characterized the firm s dealings for more than two centuries, the Sotheby s International Realty brand is born and soon becomes known around the world for the distinctive properties it represents. Today we continue that focus by employing our brand s vision of artfully uniting extraordinary homes with extraordinary lives. The result the unparalleled combination of Local Dominance and Global Impact.

4 COMPANY HERITAGE EXPERTISE Russ Lyon Sotheby s International Realty is the largest Sotheby s International Realty Affiliate in the world with over 800 Sales Associates serving the metropolitan Phoenix area, as well as Sedona, Flagstaff, Tucson, Payson, and the White Mountain regions of Arizona. Our company blends a 60-plus year tradition of excellence in meeting Arizona s real estate needs, with the world renowned Sotheby s International Realty Network. With our local knowledge and global reach, Russ Lyon Sotheby s International Realty is uniquely positioned to market our client s real estate in a manner that cannot be duplicated by any other firm. From our exclusive marketing relationships with the New York Times and Wall Street Journal (both in print and online), to our International advertising campaigns, we are not only the marketer of our listings but the source of real estate information as well. As you browse through these pages, you will find one common element - Maximum exposure for your property. From carefully placed print ads that drive attention to our website, to collaborations with our marketing partners that dominate the online environment, our reach is truly global, our impact is unequalled.

5 COMPANY HERITAGE Sotheby s first-ever sale was that of a library of several hundred scarce and valuable books in all branches of literature. HERITAGE REVERENTIAL HERITAGE Since the founding of the Sotheby s Auction House in 1744, the Sotheby s name has earned renown as a marketer of the world s most valuable and prestigious possessions. This reputation is built as much upon exceptional service to clients as on the notable art, antiques, jewelry and other holdings that pass through Sotheby s offices around the world. Our association with the Sotheby's Brand is truly what sets us apart because it is more than just an Auction House. It s the ultimate destination where collectors gather to indulge their desires and share their knowledge.

6 BRAND MARKETING Successfully marketing unique properties, REQUIRES UNIQUE SKILLS Russ Lyon Sotheby s International Realty agents are proud of the service we provide. We understand the unique value of a property and have developed the proper marketing plan that will provide the attention and exposure it deserves. Place the most recognized Real Estate Sign in the marketplace on your property Post your home to our Multiple Listing Service Photograph your home and contract with a professional virtual tour company Add your home to russlyon.com and sothebysrealty.com Through our list sharing service, ListHub, your home will be featured on such websites at Trulia, Zillow and REALTOR.com and many, many more Enhance your listing on REALTOR.com Launch your listing to dozens of additional websites and our partners including WSJ.com, NYTimes.com and BBC.com among many, many others Introduce your home to our agents via Sales Meetings and Office Tours Create a professional marketing brochure for your home Create a Dynamic online campaign Preview your property to all interested agents Inform you of responses and inquiries relating to your home Continue to update you on market changes, sales and new listings Hold consistent open house opportunities (if requested) Respond to all information requests as quickly as possible

7 In a world of expectation information finds YOU, OUR DIGITAL FOOTPRINT IS WORLDWIDE

8 BRAND ONLINE RUSSLYON.COM THE STRONG LOCAL PRESENCE With over 80% of buyers using the internet to find a home they actually purchase, it is essential that we employ a multi-channel digital marketing plan. Therefore your home will receive targeted local exposure on russlyon.com that compliments the worldwide reach from sothebysrealty.com. Your home s presence on russlyon.com will be carefully designed to provide an exceptional showcase experience to buyers searching for properties not only by location, but also by their desired lifestyle and unique amenities.

9 BRAND ONLINE SOTHEBYSREALTY.COM A GLOBAL EXPERIENCE Averaging 400,000 visitors and 5,250,000 page views per month (with over 33% coming from countries outside the USA), sothebysrealty.com was meticulously designed to provide an exceptional real estate web site experience for your property that is unlike any other. sothebysrealty.com will showcase your property in a format that is not only easy to navigate, but carefully optimized to be found easily online for maximum exposure. Superior photography, state of the art functionality and enhanced property profiles make this the premier luxury real estate destination for those who seek unique properties from anywhere in the world a destination your home is deserving of.

10 BRAND DISTRIBUTION WORLDWIDE PRESENCE THE NETWORK S STRENGTH The Sotheby s International Realty brand was established to connect the finest real estate companies to the most prestigious clientele in the world. Today our network boasts nearly 12,000 sales associates located in approximately 530 offices in 46 countries and territories, sharing thousands of referrals around the world.

11 BRAND DISTRIBUTION ONLINE LISTING DISTRIBUTION UNPARALLELED REACH Our partnerships with the most prominent and relevant online portals for real estate enable us to get our listings in front of buyers throughout the globe. In addition to REALTOR.com, Trulia and Google, Sotheby s International Realty is the exclusive real estate content provider for buyer s searching on NYT.com (New York Times) and WSJ.com (Wall Street Journal). Property distribution channels were conceived after conducting research to identify lifestyle, activity and points of interest websites where prospective buyers gather real estate information and visit frequently during their home search.

12 BRAND DISTRIBUT IO N AN EXCLUSIVE COLLABORATION POWERFUL ALLIANCES WITH THE MOST RECGOGNIZEABLE MEDIA OUTLETS ON THE PLANET

13 BRAND DISTRIBUTION SIR MOBILE APP Your Home Found anytime anywhere It is estimated that by 2012, 20% of all online searches will be run from a mobile device. SIR Mobile is a free downloadable app and is leading the charge of this growing mobile marketplace by helping consumers view properties based on GPS locations, address, city or zip code. The application displays detailed property information and is available on the iphone, Android, Blackberry and Palm as well as feature phones. When a user is ready to see a property, the Call feature connects them with one of our sales associates ready to show your home, or they can text or for more information ach office is independently owned and operated.

14 BRAND DISTRIBUTION SOCIAL MEDIA Navigating the world of Social Media to expose your home With Facebook having more than 400 million active users, of which 70% reside outside the United States, it is crucial that we employ social media efforts where appropriate to help drive the awareness of your home. Facebook.com/sothebysrealty is an extension of the brand s less is more philosophy, communicating lifestyle, extraordinary property and an outstanding network. Prospective buyers gather a wealth of information on social networking sites, which why we place a great deal of effort into gaining presence within these unique and professional communication tools.

15 BRAND DISTRIBUTION THE SIR YouTube CHANNEL Harnessing the power of video A dedicated channel on the world s most powerful video sharing site, YouTube.com, this platform features a host that travels the world, touring our special inventory of listings. Aimed at the lifestyle that accompanies the ownership of exclusive properties, the site features videos that range from a celebrity chef cooking for a private party in a Manhattan Loft, to the four seasons of ownership on a Cape Cod Waterfront. Each office is independently owned and operated

16 The art of presentation is the key to our success, ARTFULLY UNITING EXTRAORDINARY PROPERTIES WITH EXTRAORDINARY LIVES

17 ONLINE TOOLS egallery WORLD CLASS INNOVATION egallery is a real time, dynamic property slide show designed to provide immediate worldwide reach for your home. Exclusively presented on plasma screen televisions in Sotheby s International Realty offices and Sotheby s Auction House locations around the world, egallery s world-class innovation allows us to uniquely showcase your property like no other company can.

18 ONLINE TOOLS LANGUAGE & CURRENCY CONVERSION APPEALING TOOLS FOR GLOBAL RESOURCES Through our research we know the type of experience consumers want to have when visiting our website. Therefore your home will be presented in an extremely sophisticated, digital manner where buyers will have the ability to read about your home in different languages and view the cost in their own currency. This provides the universal appeal and options that consumers are looking for when they begin their search for a new home.

19 AGENT TOOLS PROPERTY BROCHURE UNRIVALED ACCESS TO QUALIFIED PEOPLE We understand the unique value of your home and will develop a marketing plan that will provide the attention and exposure it deserves. One of our first initiatives will be to create a compelling professional marketing brochure printed on heavy cardstock paper. By combining professional photography and attention getting narrative details, your home s brochure will act as an essential tool in attracting qualified buyers locally, nationally and globally. Our distinctive marketing process provides advantages for our clients that cannot be duplicated. ach office is independently owned and operated.

20 AGENT TOOLS ANNOUNCING YOUR HOME SKILLFUL MARKETING Typically, the greatest interest in a property happens within the first weeks that it s on the market. To effectively capitalize on this attention, I will create a customized online and campaign to bolster interest in targeted key areas within your local neighborhood, surrounding area and to my sphere of influence. By employing a consistent, unique and customized online and campaign, we will be able to skillfully market your home to make the impact it deserves.

21 AGENT TOOLS PHOTOGRAPHY FEATURES SUPERIOR TECHNOLOGY WORTHY OF YOUR HOME Over 84% of homebuyers ranked photography as the most important feature on a real estate website. The hallmark of our success to market your home is our ability to create an extraordinary real estate web site experience. Your home will be featured on sothebysrealty.com utilizing the highest quality photography and online technology available today. sothebysrealty.com offers an immersive photography slide show allowing homebuyers to zoom in on ornate details or expand to full screen on 20 high resolution photographs.

22 AGENT TOOLS OUR PROPERTY BOOK DIRECT CONTACT/CONSISTANT AVAILABILITY For many of our buyer clients, print media is still the preferred source for researching real estate listings. Up to 4 times a year, Russ Lyon Sotheby s International Realty publishes a magazine showcasing up to 100 pages of our most recent inventory of fine homes. With constant distribution at local points of interest as well as specific saturation via the Arizona Republic, our property book remains the envy of the local real estate community. Our agents also have the ability to distribute a digital copy of our property book to their sphere of influence and future clients, thus increasing the distribution exponentially.

23 AGENT TOOLS LEADROUTERTM On average, 93 percent of home buyers feel an agent s response time if very important second only to their knowledge of the buying process*. Response time to buyer inquiries is greatly enhanced given our firm participates in LeadRouter. Buyers interested in your home reaching out via the internet, phone or by visiting our office will be immediately connected to me any time of the day, even after normal business hours which means we can save valuable time and drive interest to your home quickly. *National Association of REALTORS Profile of Home Buyers and Sellers

24 AGENT TOOLS REFERRALS DISTINGUISHED CONNECTIONS Helping our clients navigate the world of real estate is what truly helps set us apart. Another differentiator is our ability to connect buyers and sellers globally. Our referral system boasts hundreds of connections per month coming from two channels realty and auction. With a dedicated liaison stationed at the Sotheby s Auction House and the realty corporate headquarters, we are able to help unite thousands of buyers with the properties our network represents.

25 PROPERTY PRICING ACHIEVING THE HIGHEST SELLING PRICE There are many factors, including market research, to assist in determining Opinion of Value. Our Comparative Market Analysis considers a variety of metrics including both recent transfers, active listings, as well as economic housing market conditions. Ultimately the selling price will be determined not only by comparable properties but how buyers view your property to establish its worth. In the auction world, the highest price for a painting will be achieved by all prospects in a position to both afford and appreciate the painting. In auctions, the consignor may set a reserve. If the highest bid is less than the reserve, the painting will go unsold. This is not unlike a real estate property for sale. In contrast to a painting, however real estate is location specific. Your property value is closely tied to the history of prices in your same community and region. Each office is independently owned and operated

26 PROPERTY PRICING INFLUENCING THE SALE OF YOUR PROPERTY Your home will need to be uniquely positioned to create maximum interest and help produce the highest possible financial return. Although the listing price you place on your property will influence its sale, there are many other factors that come into play. Some of these factors are within your control, others are not. Examples include: Factors not within your control: Your property s location Recent property market values Expired listings with multiple price revisions Economic and housing market conditions Absorption rate Factors within your control: The listing presentation price and terms of sale Your property s distinctive and compelling attributes The physical condition of your property (home and grounds) The ready access to your property for showing The selection of the real estate sales professional you chose to represent you Each office is independently owned and operated

27 To those who value the unique we offer unrivaled access, TO QUALIFIED PEOPLE AND DISTINCTIVE PROPERTIES