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the Source of Luxury Real Estate Content 2 Cover property located in: Newport Coast, California, United States
DIGITAL MARKETING Digital Exposure begins with sothebysrealty.com and cascades through an interconnected media strategy that provides placements on the most highly trafficked and respected online destinations. 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 to experience the unique. 3
4 Experience a new sothebysrealty.com
Global Reach, Global Inventory The Sotheby's International Realty digital marketing strategy begins with sothebysrealty.com, a website re-architected to be the core of our cascading website solution of interconnected websites and digital marketing partnerships. With about 4 Million Unique visitors, (38% from outside the United States), spending 13 minutes on average viewing 55 Million pages annually, sothebysrealty.com is the source of luxury real estate content. 5
6 Speciality Markets Ranch, vineyard, ski, golf, waterfront...
Specialty Lifestyles Our network specializes in lifestyles from Farm and Ranch, Vineyard, Golf, to Ski and Waterfront living. Visitors can explore the extraordinary properties the Sotheby s International Realty network represents all over the world and connect with a professional who can help find a property that matches their lifestyle. With more to come... 7
Search Features Globally Refined search with Speed and Versatility Sothebysrealty.com features the most advanced and versatile search options available, allowing the consumer to define and refine how they want to search, and returning results fast, from wherever a search is started. *According to a 2010 NAR survey 90% of buyers utilizing the internet to find their home. Therefore, it is essential to not only be on the internet but to stand out as the source of information for those who seek unique homes that equal their lifestyle. 8
Search by: Lifestyle Map Area and Radius Nearby Locations & Neighborhoods Specialty Markets 9
10 Global Features global features for an international brand
Tailored For Worldwide Visits Visitors to sothebysrealty.com come from all over the world with over 38% coming from countries other than the United States. By providing features and functions that serve a global audience, sothebysrealty.com becomes a destination for those who seek unique properties from anywhere in the world. LANGUAGE TRANSLATION There are currently 2.1 Billion internet users globally and 72% of those search the web in a language other than English. To accommodate a global audience, sothebysrealty.com has been translated into 16 languages and dialects by native speaking professional translators with real estate expertise (not computer translation). CURRENCY CONVERSION Property list prices can be displayed in more than 40 currencies including the Brazil Real R$, the Euro and the Chinese Yuan Renminbi, all updated with the latest exchange rate three times daily. PROPERTY VIDEOS WITH LANGUAGE TRANSLATION Consumers demand video, so every listing on sothebysrealty.com is accompanied by a unique property slide show video that allows the viewer to not only view the property but listen to narration in their preferred language. 11
Focus On Photography HIGH QUALITY IMAGERY FOR LUXURY HOMES Because high quality photography is the most important part of marketing a home online properties with six or more photos receive 300 times more page views than those with less. 80% of properties on sothebysrealty.com have 10 or more high resolution photos, most professionally photographed. 12 QUALITY CONTROL Sothebysrealty.com follows a quality control procedure, rigorously reviewing content every day to ensure only the highest quality photography and content is displayed on sothebysrealty.com and its media partner websites.
Coveted Cover Spot The entryway to sothebysrealty.com, the Home Page Cover Property, presents a stunning first impression, artfully displaying a rotation of high resolution images of the most striking homes in our collection. Properties are hand-selected for this highly sought after placement from our extraordinary inventory of homes. { 50} Cover page properties draw visitors to find out more about the property 50 times more than average. 13
Unique Online Banner Advertising Our lifestyle based banner ads have performed four times better than the industry average in click-through-rates. By leveraging our international brand advertising campaign, The Essence of Extraordinary, we are executing successful banner ad placements to compliment our online marketing efforts. Featuring our brand s greatest asset-the extraordinary inventory of international properties-our banner campaigns are precisely placed using geo and other audience targeting techniques in areas of the most highly-visited websites to reach the most qualified consumers around the world. 14
Our banner ads can be seen on: NYTimes.com WSJ.com BBC.com SCMP.com (South China Morning Post) PropGoLuxury.com Telegraph.Co.Uk (The Daily Telegraph) IHT.com (International Herald Tribune) Tmagazine.com Asia.WSJ.com Europe.WSJ.com FTchinese.com Sothebys.com FinancialTimes.com 15
16 Unrivaled Access Sothebys.com website is consistently one of the top five referring sites to sothebysrealty.com
Homes represented by the Sotheby s International Realty network are intertwined within various areas of sothebys.com. These opportunities generate highly qualified leads from Sotheby s Auction House clientele. Select homes are rotated on a regular basis featuring direct links to the property details page on sothebysrealty.com. Specifically our exposure includes: Property Listing Features in: Inside Sotheby s quad experience Banner Ads Showcased in: Location Pages Buy and Sell Page Auction Event Details dedicated page Listing Exposure within: Exhibition Reminder Emails 17
ereside award winning DIGITAL MAGAZINE RESIDE magazine, the award-winning publication presented by the Sotheby s International Realty network, is published not only as print publication but also as a digital magazine. The digital magazine is featured on sothebysrealty.com as well as select partner websites. In addition, RESIDE is offered up to all our network members to use in their digital marketing efforts thus creating a viral social media channel to further enhance the global exposure of our proprietary magazine and the homes featured in each issue. 18
egallery One of the most distinct marketing tools providing maximum global exposure The Sotheby s International Realty egallery is a real time, dynamic property slide show designed to provide worldwide reach to a property. egallery is displayed on flat screens in most of the Sotheby s International Realty and Sotheby s Auction House locations around the world. The property image includes a high resolution photo, the property location and the price. All egallery properties must meet eligibility requirements and are quality controlled. New York City Sotheby's Auction House 19
Worldwide Exposure INTERNATIONAL MARKETING FOR A GLOBAL BRAND Sothebysrealty.com represents the starting point of a comprehensive online marketing strategy that expands the exposure of homes 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 property and each partner site a property is distributed to. 20 Attribution: The referenced website statistics are according to information provided by our partners, Comscore and Compete.com
Property Distribution Partners WASHINGTON POST.COM Combining real estate news and featured articles with a real estate search powered by Trulia, the WashingtonPost.com provides its 8 million plus monthly visitors with a powerful real estate news and information destination. YAHOO! REAL ESTATE As of February 2011 Zillow now powers Yahoo! Real Estate -- one of the nation's top real estate classified Web sites for consumer traffic, driving millions of visits. HOME FINDER HomeFinder.com provides agents and brokers with unmatched listing exposure on one of the most trusted sources for local real estate - your newspaper's online real estate section. HomeFinder.com has combined the strength and impact of a nationally branded site, with our network of 138 online newspaper real estate sites nationwide. With 3,000,000+ property listings, HomeFinder.com is able to deliver a full snapshot of the local market to home buyers and sellers, while delivering online advertising solutions to agents and brokers with powerful results. FRONT DOOR.COM Powered by HGTV, FrontDoor provides access to the millions of consumers who search real estate property listings, home-related how-to articles and video on FrontDoor and its sister Web sites, which include HGTV, HGTVPro, DIY Network, Travel Channel, Fine Living Network among others. OPENHOUSE.COM OpenHouse.com is now FrontDoor's OpenHouse.com. Homebuyers can access the popular OpenHouse.com URL, but when they search for listings and open house information in their area, they will be directed to relevant properties on FrontDoor. com containing open house and/or virtual tour specifics. Open house search is promoted weekly on HGTV. REALESTATE.AOL.COM AOL Real Estate is a resource for homebuyers and renters of all demographics and offers consumers the necessary tools and resources to make a smart investment. The site is focused on delivering a customized experience for multiple audiences, including first time home buyers, buying a second property, renting, selling or home improvement. HOMES.COM Homes.com, is one of the top 20 most visited Web sites in the real estate industry. A division of Dominion Enterprises, Homes.com is a leading provider of real estate marketing and media services, including brand advertising, property listing exposure, Web site development, search engine marketing and lead generation solutions. More than 4 million homebuyers visit Homes.com each month to search nearly 3 million homes for sale, to locate real estate agents in their area and to find useful tips on home buying. ZILLOW.COM Zillow and Yahoo! Real Estate have joined forces creating one of the largest real estate networks on the Web and Mobile, The Zillow Network! Your listings will appear on these Web sites with multiple photos, links, virtual tour information, open house dates, and more. Your listings will also appear on Zillow Mobile applications for iphone, ipad and Android. The combined network draws millions of visitors. Nearly two-thirds of Zillow users are planning on buying a home within the next two years and more than 40% of home shoppers have been approved or pre-qualified for a home loan. TRULIA.COM Trulia is a residential real estate search engine that helps consumers search for homes for sale, trends, neighborhood insights and other real estate information directly from hundreds of thousands of real estate broker Web sites. Consumers can create their own custom search by price, number of bedrooms, neighborhood and more - without having to submit a lead form, provide personal information or wait to get contacted by a lead qualifier who may not handle the property listing. All traffic interested in more information on a property will be directed to the content provider's Web site, and the lead goes directly to you without intervention or fees! 21
Premier Property Distribution Partners THE WALL STREET JOURNAL DIGITAL NETWORK The Wall Street Journal Digital Network receives 25 million monthly visitors to the US edition, 3.1 million monthly visitors to Europe and 4. 8 million to Asia. All three editions have dedicated Real Estate channels with focused editorial relevant to location and serves more than 900,000 Sotheby s International Realty network listing views per month NEWYORKTIMES.COM IHT.COM The New York Times receives over 40 million unique visitors each month and 2.5 million of those visitors worldwide go to the NYTimes.com/RealEstate section every month. More than 5 million Sotheby s International Realty network listings are displayed in search results annually. International Herald Tribune, IHT.com, is the Global Edition of the New York Times and includes the Great Homes and Destinations real estate section providing a global property search tool and featured lifestyle and destination content and articles discussion great places to live worldwide. THE DAILY TELEGRAPH Founded in 1855, The Daily Telegraph has transformed from London s first penny paper to a fully integrated, leading, multi-platform media group and is now recognized as the UK s fastest-growing newspaper website with the country s most exciting advertising opportunities. Attracting more than 4.6 million viewers monthly to the site in general, and more than 130,000 property seekers, the site boasts an affluent, loyal, influential and elusive audience. In addition to the online site, advertisers may also receive exposure from online television and mobile applications. PROPGOLUXURY PropGOLuxury.com, is the world s leading luxury property site representing tens of thousands of elite properties from over 35 countries. The Web site is the largest and fastest growing property portal in the China and Asia Pacific Region. They have an established and rapidly expanding footprint in the United States, Europe, Latin America, and the Middle East and have created the world s leading online property portal. 22
JAMES LIST JamesList is the world's first marketplace to span across product categories and offer high-end items from dealers across the world. Their cutting edge technology lets consumers find and compare listings from Submariners to luxury real estate. The site reaches more than 500,000 potential buyers from 113 countries each month. REAL-BUZZ.COM Real-Buzz.com is the world's largest real estate database of homes for sale from the MLS in each buyers preferred language. Find homes for sale and other real estate listings, Realtors and other real estate professionals, mortgage rates, and information on buying a home, real estate blogs, real estate discussions, advice on buying a home and more. COUNTRY LIFE Country Life is the quintessential British magazine with a focus on advertising premium town and country property in the UK and overseas. Country Life is the market leading digital and print magazine for advertising premium property and carries more property pages than any other UK publication. With its ability to reach high end buyers, advertising in Country Life ensures your premium town, country and international properties are presented to right audience. PRIME LOCATION Primelocation.com is the leading property website in the upper and middle markets and list approximately a million properties to rent or buy in the UK and overseas. The International section carries a selection of properties from estate agents in over 60 countries, including France, Spain, Portugal, Italy, Cyprus, South Africa, Dubai, Australia, Croatia and Bulgaria. FindaProperty.com FindaProperty.com is a leading property website with a comprehensive search facility for house-hunters looking to buy or rent a home. In March 2011, FindaProperty.com won Property Portal of the Year in the LSL awards. The site includes independent editorial on the housing market, as well as guides on different aspects of the buying, selling and renting processes, and area profiles including information on council tax rates, school tables and crime rates. 23
Search Engine Optimization Through rich real estate focused content and internal and external linking best practices including tens of thousands of links to and from our network of local real estate websites, blogs and partner sites like NYTimes, YouTube, WSJ, BBC.com in over 40 countries, sothebysrealty.com gets greater exposure and higher ranking on Google, Yahoo and Bing than the competition. With over 350,000 pages of content indexed by the search engines, sothebysrealty.com and its depth of quality real estate content typically receives top five placement on Google, Yahoo and Bing. In addition, by translating the content, sothebysrealty.com shows up prominently in the search results of the in-country versions of Google i.e. google.es, google.br etc.. First page search result on Google Brasil for the keywords imobiliário de luxo or luxury real estate 24 With search engines driving over 90% of all traffic to real estate websites, it is essential to have a sound and measured search engine optimization strategy
Search Engine Advertising An effective search engine marketing plan should include a pay-per-click campaign that compliments and is tuned to work effectively with the Search Engine Optimization strategy. In 2011, over 1,000,000 highly qualified visitors found their way to sothebysrealty.com through our search engine advertising efforts. This includes translated search engine advertising campaigns running on the in-country version of Google in Spain, Argentina, Portugal and Brasil, with even more to come in 2012. Examples of Pay-Per-Click Yahoo, Google & Bing 25
Social Media BRING SOMETHING TO THE CONVERSATION Our Facebook Fan and Twitter Pages have grown to include thousands of fans and followers from all over the globe who have joined in the conversation about the unique homes, extraordinary lives and lifestyles we represent. Facebook and Twitter are an essential part of how we tell our story and engage with those who value the unique. facebook.com/sothebysrealty 800 Million active Facebook users with 75% coming from outside the United States @sothebysrealty 100 Million active users with 100 Million Tweets per day 26
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SIR Mobile By 2013 there will be more internet searches on a mobile device than on a computer. SIR Mobile is the only real estate mobile app that works on all devices, works anywhere and includes the ability to search for international properties. The SIR Mobile app allows consumers to view properties based on GPS location, address, city or postal code. The application displays detailed property information including price, beds/baths, taxes, estimated mortgage, features, maps, high-quality photos and more. When the user is ready to see a property, the Call feature connects the user directly to a Sotheby s International Realty sales associate. 28
Features: save your search or favorite properties to view later send a property to a friend via text or email Use the Send to a Friend feature to forward the app to any cell phone user via text message select the Call option to connect to a Sotheby s International Realty real estate professional who will field any inquiries or schedule a home tour view full-screen high-quality photography of homes 29
YouTube Channel brand new youtube channel The Sotheby s International Realty Brand Channel on YouTube is a destination providing limitless exposure for the properties and lifestyles represented by our network. Our YouTube channel houses what we like to think of as the new standard in property video where consumers will find journeys into the exceptional opening doors to the most magnificent homes available anywhere and at any price. In addition to receiving THREE BILLION VIEWS PER DAY. You Tube is: The number one online video site 2nd largest search engine 3rd largest website in the world 60% of all worldwide video streams occur on YouTube 48 hours of video is uploaded to YouTube every minute Driving YouTube Viewership to our Channel and your listings. Naturally the YouTube environment provides an exceptional platform to showcase our brand s video content to drive awareness of this channel a rich and target media plan comprised of organic search, standard banner ads and instream video units throughout YouTube in an effort to amplify viewership is executed. 30
Our YouTube video content is shared on our Facebook and Twitter pages connecting the experience with our fans and followers from all over the globe. Youtube.com/sothebysrealty Through behavioral and demographic targeting, YouTube has been able to help us identify key demographics that frequent their site allowing us to expose our properties to just the right audience of: Real estate intenders Luxury goods consumers Cultural sophisticates Culinary aficionados Home & garden enthusiasts 31
MMXII 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.