The overview 2014-2_domestic
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This document provides information on local marketing strategies for real estate. It includes subsections on local marketing, the company, a specific agent, and a property. The agent section lists contact information for an agent named Agent Name from Alliance Sotheby’s International Realty in City, State.
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The overview 2014-2_domestic
- 16. LOCAL MARKETING SUB TITLE GOES HERE LOCAL MARKETING Body copy text can go here and you can bold key points.
- 17. SUB TITLE GOES HERE COMPANY Body copy text can go here and you can bold key points.
- 18. SUB TITLE GOES HERE AGENT Agent Name Alliance Sotheby’s International Realty 123 Street City, State Zip-code USA p 1.234.567.8909 f 1.234.567.8909
- 19. SUB TITLE GOES HERE PROPERTY Body copy text can go here.
Editor's Notes
- “Artfully Uniting Extraordinary Homes with Extraordinary Lives” is the vision of the Sotheby’s International Realty brand. While we are a brand known for luxury, our focus is providing an extraordinary customer experience in any price range. You should be delivering a presentation that helps the consumer choose you based on their belief that you have the marketing expertise to expose their property in the right places and to the right people to procure a successful closing. This means you’ll need to tailor your talk track accordingly. There is no “one size fits all” presentation, but the more you become comfortable with this overview and the corresponding chapters in Anthology, the more this becomes a conversation and not a presentation. The consumer needs to choose you based on THEIR perception of value, not on a price you think their home is worth. To make sure they see you as a person of value, you need to focus on how they will benefit by having you represent them in the sale of their home. It goes without saying that prior to giving this presentation you ask the appropriate questions to find the unique and specific needs and desires of your client. As the old saying goes, “you cannot answer their prayers if you don’t know what they are praying for.” Have a list of questions to ask, and their answers will tell you exactly what you need to present. Remember, they don’t need to know everything, but just enough so they know you can answer their prayers. In many cases it is tempting to describe the benefits of you, then those of your local company, then those of the Sotheby’s International Realty brand. Insert your individual and local marketing efforts where appropriate throughout this marketing presentation. Practice YOUR talk track so that the lines of distinction are blurred and they see you, your company and the brand as one entity. When they ask “How will I benefit from having you represent me in the sale of my home,” your answer is all inclusive.
- Using this guide: Value is communicated through Benefits. The information provided on each page of this tutorial will enable you to articulate the brand’s unique value proposition to the prospective seller beyond just the features of the tool or media partnership, but how they will benefit from the use of those features. The overall goal is for the seller to see the value both you and your company bring to the table to assist them in achieving their goal of getting their home sold. Remember, YOU are the presentation. Any visual aid is to support your efforts. In the Keynote and PowerPoint version of this presentation, use the links embedded on several pages throughout this presentation to further showcase our brand’s collaborations. If you are using the Overview Chapter in the Anthology iPad app, use additional chapters when necessary for more detail or clarification. Remember, Anthology is a COLLECTION of an Extraordinary Brand, it’s not an app. The collection of chapters within Anthology tells the story of this brand, your brand, Sotheby’s International Realty. Whether your Anthology visual aid is showing the chapters digitally in the iPad app or the brochures available from ExpressDocs, YOU need to articulate the value verbally. Lastly, review and practice the presenter notes and make them your own until they become a conversation, not a presentation.
- The gift we have been given is the tradition, character and equity of the Sotheby’s brand name. The seller benefits from this brand recognition and the reputation of exceptional service that you provide to your clients here and around the world. There are many options for you to show the connections between you and the world-renowned Sotheby’s Auction House, from leveraging the brand name, cooperative advertising and auction consignments. See the brochure entitled “Sotheby’s Auction House – Embracing our Brands Powerful Influence” for supplemental info.
- Unlike many traditional franchises, regional or local real estate firms, the Sotheby’s International Realty brand has representation in “like” markets around the globe. The seller will benefit as these markets can act as catalysts for one another in generating clients and customers. The Sotheby’s International Realty network is an exclusive association of high-quality residential brokerage companies throughout the world. Our broker-to-broker referral network supplements the personal network that our sales associates have developed over their professional careers. The seller benefits from this referral network as it demonstrates the opportunities that could exist for a buyer referral either through the network or even via an auction house referral.
- A formula of successful marketing includes reach and frequency. Our media partners have been carefully chosen based on their ability to effectively deliver reach, frequency, as well as distribution. The core of our media strategy positions property photography front and center on multiple digital platforms in order to engage the online consumer. The cumulative effect of our brand marketing on nytimes.com, WallStreetJournal.com, telegraph.co.uk, Architecturaldigest.com, hongkongtatler.com and PropGoLuxury.com positions our media plan to deliver an estimated 800 million impressions in 2014. The seller benefits because the interactive imagery is designed to get the consumer to take action and creates opportunities for the individual to discover the seller’s home on SothebysRealty.com. Additional benefits are: • Creating global connections • Channeling our brand to our partners’ loyal followers • Positioning our properties in as many engaging ways as possible (Supplemental information can be found in the Anthology Chapter entitled “Global Media.” For detailed information about our partnership with each of our Global Media Partners and the features of each relationship, review each of the additional chapters found in Anthology. All of the features from all of our partnerships create unrivaled benefits of unique and targeted exposure for your clients.)
- The Sotheby’s International Realty cooperative advertising program provides an array of options, both print and digital, for property advertising needs. All clients benefit from this advertising program by leveraging these high profile, global media partners by offering targeted reach and vast, worldwide exposure of their property and the brand. (Supplemental information can be found in the Anthology Chapter entitled “Cooperative Advertising.”)
- Both direct mail and professionally printed, compelling marketing brochures are a valuable addition to the overall marketing strategy of the seller’s home. Direct mail like “Introducing…” postcards in print and electronic format can provide additional exposure and interest. By combining expert-style photography with attention-getting narrative details, the brochure will aid in attracting buyers locally, nationally and globally. Skillful marketing combines the power of interactive and direct mail marketing to generate additional consumer interest. Significant Sales is a perfect illustration of our success in marketing the world’s most significant properties around the globe. This page gives you, the sales associate the ability to leverage the power of the brand by sharing with the seller some of the stories and statistics of significant sales throughout the region and/or the network.
- SothebysRealty.com has unique, global features and functions like no other real estate website in the world. Focus on Photography - Research shows that homebuyers ranked photography as the most important feature on a real estate website. The ability to showcase up to 50 high resolution photos of each property means potential homebuyers can zoom in on details or expand to a full screen. This benefits the seller because the more the online consumer is engaged, the more likely they are to take action and inquire about the property. Language Translation and Currency Conversion – SothebysRealty.com is a globally recognized website and has a unique advantage of being humanly translated into 15 different languages. In addition, property list prices can be displayed in over 40 currencies that are updated 3 times per day. In an ever increasing global marketplace, we are creating an online environment for the international homebuyer that is more accessible and more engaging so they are more inclined to take action and inquire. The benefit to the seller is this: Many agents will talk about their website in terms of “EXPOSURE,” but all the exposure in the world is not designed to get the consumer to take action. A website rich with unique features such as those found on SothebysRealty.com can get a consumer to take action.
- Benefits to the Cascading Websites: Not only will a seller’s property appear on SothebysRealty.com, but it will also be displayed on the roughly 100 interconnected websites that are part of our network platform. This creates unique global exposure on a local level and in many cases, in markets that feed the area where the seller’s property is listed.
- Benefits to Lifestyle Sites: All of these specialty websites highlight unique and specific lifestyles to attract more potential buyer’s clients. Marketing a property on the appropriate lifestyle segment website can create additional marketing exposure for a property. (Supplemental information for both SothebysRealty.com and the Lifestyle Websites can be found in the Anthology Chapter entitled “SothebysRealty.com.”)
- With nearly 100% of potential homebuyers beginning their home search online, our listing distribution initiative creates a multitude of opportunities for these online consumers to find the seller’s home. Our listing distribution partner, ListHub, also provides comprehensive reports that outline property views and inquiries. This information fosters increased communication between the agent and the seller.
- Sellers benefit through both the Global Distribution Program and eGallery, which are designed to provide exclusive worldwide reach and exposure for properties to qualified clientele around the world. (Supplemental information can be found in the Anthology Chapter entitled “Listing Distribution.”) (Supplemental information can be found in the Anthology Chapter entitled “Listing Distribution”.)
- Our approach is to create results orientated and measured SEO (Search Engine Optimization) and SEM (Search Engine Marketing) strategies that highlight luxury real estate and lifestyle terms. The result drives the desired, high-net worth clientele to sothebysrealty.com. (Supplemental information can be found in the Anthology Chapter entitled “Search Engine Marketing.”)
- SIR Mobile allows consumers to view properties on their smart phone or tablet based on GPS location, address, city or zip code. When a user is ready to see a property, the “call” feature connects them directly to a Sotheby’s International Realty sales associate. Currently more than 50% of all internet searches are conducted from a mobile device. With more and more internet searches being done from a mobile device, we are likely targeting a younger demographic. What this means to you is increased exposure for your sellers and the listings you represent. (Supplemental information can be found in the Anthology Chapter entitled “SIR Mobile.”)
- Prospective buyers gather a wealth of information on social networking sites, which is why we place great effort into gaining presence within these unique personal and professional communication tools. Social media is designed to be an addition to the brand’s overall online marketing strategy to drive more consumers to the SIR.com website and provide more opportunities for our seller clients. (Supplemental information can be found in the Anthology Chapter entitled “Social Media.”)