Sotheby s International Realty Quality Control Guidelines
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1 Sotheby s International Realty Quality Control Guidelines 1 P age January 10
2 Contents 3 Introduction 4 Quality Control Contact 4 Quality Control Review 5 Clear, crisp, purposeful photography 5 Photography guidelines 6 Photo count requirements 6 Property photo dimensions 7 Property photo dimensions cont d 7 Importance of photo sequence 8 Importance of photo sequence cont d 8 Complete and Accurate listing names and descriptions 9 Overall adherences to Identity Standards and Policy & Procedure manuals 9 Additional Tips 10 Taking 10 photographs
3 1. Introduction Because there is potential damage for brand misrepresentation, we have built a strategy that protects our online presence as well as our traditional print materials with the development of our Quality Control Team. We review the quality of all sothebysrealty.com property listings, properties on our egallery Top Tier Slideshow as well as the customized marketing materials that our local Sotheby s International Realty offices are producing. Therefore, it is critically important that you make sure that you are in compliance with these guidelines. This Quality Control Guide is designed to provide you with the correct and consistent manner in which to represent your affiliation with the real estate brand Sotheby s International Realty Affiliates LLC. This guide will set the expectations and identify the specific quality standards we are monitoring to ensure the value of our brand. As ambassadors of our brand we all have the responsibility to provide consumers with an extraordinary experience Mike Good
4 2. Quality Control contact The Quality Control Contact Is selected and given this responsibility at the office level by the broker/owner Will be the primary contact for critical s from the QC Team which requires timely follow up Will manage the resolution of any outstanding quality challenge your company s listings may have Is knowledgeable about the property listing input process on sothebysrealty.com Is responsible for ensuring back up coverage in case they are out of the office 3. Quality Control review This is what we are looking at: All properties on sothebysrealty.com with a focus on properties which are: o 350,000 USD and below o Property types categorized as other residential o Property types categorized as vacant land o Property types categorized as rentals All egallery Top Tier properties All Marketing Materials created at the local level and through our preferred partners; Merrill and XpressDocs Signage This is what we are looking for: Clear, crisp and purposeful photography which complies with our photography guidelines Complementary photo sequencing Complete and accurate listing names and descriptions Overall adherence to the guidelines set forth in our Identity Standards and Policy and Procedures manual We reserve the right to pull a property listing from sothebysrealty.com and egallery that may not meet our quality standards. Sotheby s International Realty Policy and Procedures Manual
5 4. Clear, crisp and purposeful photography which complies with our photography guidelines The usage of great quality photographs for both virtual and traditional marketing is paramount. The following is a list of unacceptable photograph characteristics. A photograph which includes or fits the description of any of the below may cause the property listing to be removed from sothebysrealty.com, egallery or a notification to be sent about traditional marketing to your office. Blurry, pixilated, unfocused photographs MLS tagged photographs Copy on photographs Renderings showing the mark of the architect or artist Duplicate photos, each photo should only be used once Garbage cans Two or more photos uploaded as one image for a picture in picture effect Chain linked fences Competitor or any other signage Non purposeful photographs o toilets o personal items o cluttered/untidy spaces PHOTOGRAPHY GUIDELINES The photography guidelines listed below have been put into place for our interactive marketing programs. These photography requirements refer to all properties entered into CREST EDG (US) or IMAT (outside US) as outlined below. PHOTO COUNT REQUIREMENTS sothebysrealty.com (6 photo minimum 10 photos strongly encouraged) The minimum photo requirement for residential properties to appear on sothebysrealty.com is six photos. Our objective is a 10 photo minimum, and we are considering this across the board. Exceptions include: New Home Developments will remain a two photo minimum Vacant Land / Lots will remain a one photo minimum Investment/Commercial Properties will remain a one photo minimum
6 Special promotional areas (10 photo minimum) Within sothebysrealty.com there are different promotional areas that provide added exposure for qualifying properties. The new minimum photo requirement for these promotional areas is 10 photos. These areas include: Home Page Cover Properties Find a Property Page Showcase Search Results Showcase properties Third Party Web Site Promotions (10 photo minimum) To be included in the promotion of network properties to our online distribution partners we will require a 10 photo minimum for all properties. Exceptions include: New Home Developments will remain a two photo minimum Vacant Land / Lots will remain a one photo minimum egallery Top Tier Distribution (10 Photo Minimum) The egallery system will continue its six photo minimum requirement for inclusion in your own custom egallery that runs in your offices. However, to be included in the Top Tier properties that receive exposure through the Auction House and all participating offices throughout the network, the minimum photo requirement is 10 photos. To take advantage of the Property Details Photo Viewer feature on sothebysrealty.com, property photos must be uploaded to the site with the following dimensions: Property Photo Dimensions Entered into the system at either 800x600 or 600x800 (or greater but equal dimensions) Landscape or Portrait Displayed on the web site in 3 sizes; Thumbnails (100x100 and 200x200) and 800x600 including full frame CREST EDG (US) Specific Notes: In CREST, all property photos will be resized down to fit these dimensions. If the ratio of the dimensions is not the same as those detailed above, white space will be added to pad the sides that are too short. CREST will compress photos to a maximum file size of ~400 kilobytes (KB). Photos larger than ~400 kilobytes (KB) may be uploaded if they can be compressed to be less than ~400 kilobytes (KB). For example, a 5 Megabyte photo may be uploaded into CREST EDG if after compression the photo can be stored in CREST EDG with a file size less than ~400 kilobytes (KB). This limitation is imposed AFTER the photo size is adjusted to the dimensions stated above. However, there may be cases where the photo will still be too large. If a CREST EDG photo upload error is encountered, the photo will need to be reduced or cropped prior to attempting to upload again.
7 IMAT (Outside US) Specific Notes: In IMAT, photos that do not directly resize down to a ratio of 800x600 (or 600x800) will automatically be resized to that dimension. This may cause some stretching or skewing of the photo. Photography Grace Period With these requirement changes, we are providing a grace period of fourteen days (14) before the six photo minimum will be enforced. During this time there will be a one photo minimum for any property to be included in our programs. 5. Importance of photo sequence Our affiliates list market and sell quality properties that are extraordinary and special. Each property listing photo should be thoughtful and as aesthetically pleasing as possible. All photos should show the special characteristics of a property It is better not to include photos which are of poor quality Ideally all photos should be spectacular however for some properties this presents more of a challenge. In these cases the progression should begin with the very best and end with the less aesthetically pleasing. The first photo of a property listing may be the only opportunity to interest a potential client; therefore this photo must show the property at its best. Please keep the following in mind: Photo #1 o Needs to be the wow shot. This is the photo that should sell the property. o Preferable the exterior front of the residence o Please be sure the photo does NOT include: Garbage cans or Construction Debris Vehicles of any kind Basket ball hoops Any signage other than a compliant Sotheby s International Realty sign To ensure successful sequencing the following photo types should not be placed as #1 in the photo order: For Sothebysrealty.com: Aerial photos with highlights around the property Line Community Signs Excessive construction debris
8 For egallery: The properties available in egallery will be held to the highest standards. The property listings in egallery have a global audience on a daily basis and truly set the tone for our brands reputation and standards of excellence. Aerial photos with highlights around the property Line Community Signs Unfinished New Construction Construction Debris Vehicles in driveway or parked on the street of a residence. (There is an exception to this for populous metropolitan areas like New York and Paris where some properties are not photographable without vehicles) 6. Complete and Accurate listing names and descriptions Property Description and Details Property descriptions need to be complete for every property listing Abbreviations should not be used and copy should be as robust as possible ALL CAPS should not be used in the property description for emphasis nor in the title Each property listing should be purposefully named; otherwise the name of the first photo file is used as a default. Rentals should be marked as such and the rental price should be entered carefully, be mindful of any automatic computations done by the system. Please do not use RENTAL in the title for a rental. The number of bedrooms and bathrooms must be entered. A title or Property Name is required for each property listing
9 7. Overall Adherence to the guidelines set forth in our Identity Standards and Policy and Procedures manual Our Policy and Procedures manual as well as our Identity Standards manual have been carefully compiled to provide our affiliates with a robust resource to support in the most responsible use of our brands marks and image. It is strongly advised that these documents be referred to often to ensure compliance. Both the Identity Standards Manual and Policy and Procedure manuals may be found on the Member s web site at members.sothebysrealty.com Additional Tips Below please find additional tips to ensure that each property listing shines. Take more photos than needed for each property listing Take seasonable front exterior photos. (Only show snow during the winter and do not replace a clear non snowy photo with a snowy photo even in winter. The goal is to maintain a clear exterior photo year round.) Watch out for reflections when taking photos across from reflective surfaces Attend to the details like lighting prior to snapping a shot Highlight the special features of a property Match photos to copy so the photography story matches the text story as closely as possible Avoid photos of spaces which are not aesthetically pleasing such as a bathroom with no design punch or an outdated kitchen Ensure the sales associate s personal items, purse, keys etc. don t appear in photograph Don t photograph untidy spaces No photos with garbage cans or mobile homes
10 Taking 10 purposeful photographs of a property Think Art! Exterior Shots o Front, Back o Side yards or features o Architectural Details from Exterior o Unique features (fountains, historic markers) o Extended living spaces (covered porches, decks, outdoor sitting or activity spaces, guest houses) Kitchens o Flaunt the great features of the kitchen o Show the layout o Skip or minimize photos of outdated spaces Living/Great Rooms o Show the layout o Focus on the features (fireplaces, built ins, views out or into other rooms etc.) Views from o Entryway What will I see when I come into the door? o Inside to outside or from outside to inside o Backyard What can I see or experience in this space? o Rooftop or balcony Show the great views Lifestyle o Show the lifestyle available in the community or neighborhood o Show features of the house that would appeal to a specific type of buyer (Ex. pool, hot tub, golf course, bike/hiking path, horses, ski slopes, sandy beaches, home gym, home theatre) Nature o o o o o Lush greenery, flowers blooming on property Gardens Parks in walking distance Any natural beauty that stands out Tight shots of nature s beauty Finished Spaces o Basements o Attics Bedrooms/Bathrooms o One photo will do it, avoid non purposeful shot of toilets, tubs and sinks An architectural detail (Ex. window seat) Unique characteristics of the space Show layout Avoid personal products and untidy spaces
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