Sotheby’s International Realty 2014 Marketing Plan

Sotheby’s International Realty Affiliates LLC today announced the launch of its 2014 marketing program, designed to reach a global audience of qualified luxury consumers.

At the core of the brand‚Äôs 2014 strategy are its relationships with pre-eminent media powerhouses in both the print and online arenas including:¬†The New York Times,¬†The Wall Street Journal,¬†The Telegraph Media Group, Google,¬†Architectural Digest, the¬†Hong Kong Tatler¬†and the¬†Financial Times.¬† These relationships were developed to showcase unique properties from the Sotheby‚Äôs International Realty¬ģ¬†brand‚Äôs 700 offices in 52 countries and territories through unique, media-rich advertising units that offer an immersive experience and position the brand in front of a relevant audience of consumers worldwide.¬† Several relationships feature elements that are exclusive to the¬†Sotheby‚Äôs International Realty¬†brand.

‚ÄúOur 2014 marketing plan was designed to deliver 800 million overall impressions, with nearly half of that dedicated to global markets, ensuring we are positioning the¬†Sotheby‚Äôs International Realty¬†brand where consumers are searching for real estate,‚ÄĚ said Wendy Purvey, chief marketing officer, Sotheby‚Äôs International Realty Affiliates LLC.¬† ‚ÄúOur 2013 campaign exceeded our planned projections.¬† As our program continues to evolve, our goal remains the same: providing our network with unique tools and resources designed to assist them in securing listings and reaching buyers around the world.¬†¬† Our plan utilizes content rich programs that incorporate both editorial and video.¬† This year‚Äôs campaign features hand-selected media partners and our strategy was built around state-of-the-art¬† technology and implementation.‚ÄĚ

The complete Sotheby’s International Realty marketing program is available for network members to present to consumers on listing presentations via a unique and interactive digital format presentation created last year using the Adobe Digital Publishing Suite.  The presentation, which is delivered via tablet devices, allows for the brand to continuously make updates throughout the year so the latest information is available to its network at all times.  It also provides an immersive experience for consumers through slideshows, interactive images, embedded videos and live links to online components of the plan, making it easier for agents to present and allowing consumers to see first-hand the avenues of exposure available to them.

‚ÄúLast year, we launched our iPad app, called ‚ÄėAnthology, the Collection of an Extraordinary Brand,‚Äô using a new relationship with Adobe Digital Publishing,‚ÄĚ said Purvey.¬† ‚ÄúWe were the first company in any industry to use this software to communicate our value proposition as a direct point of contact to consumers.¬† This year, we will continue to enhance its interface, tapping into the latest technologies and innovations.‚ÄĚ

The¬†Sotheby‚Äôs International Realty¬†brand‚Äôs website, sothebysrealty.com, will continue to be enhanced throughout 2014 to further incorporate the brand‚Äôs unique lifestyle focus through the use of video.¬† As part of those efforts, the brand in the first quarter will launch a video series called ‚ÄúExtraordinary Angles,‚ÄĚ focused on lifestyle and distinctive amenities including extraordinary kitchens, wine cellars and pools.¬† Last year, the brand saw visits to sothebysrealty.com increase by 40 percent and its lead generation double.

The Sotheby’s International Realty network currently has more than 14,500 sales associates located in approximately 700 offices in 52 countries and territories worldwide.  Sotheby’s International Realty listings are marketed on the sothebysrealty.com global website.  In addition to the referral opportunities and widened exposure generated from this source, the network’s brokers and clients benefit from an association with the Sotheby’s auction house and worldwide Sotheby’s International Realty marketing programs.  Each office is independently owned and operated.