G E N E R A L M A R K E T I N G P L A N
Each property I sell is unique, and so each marketing plan is custom tailored to give your estate or home the broadest market reach and exposure. Below are some examples of the standard, general marketing you can expect and what advantages Sotheby's and myself will provide for you in the sale of your estate or home.
M Y C O M M I T M E N T T O Y O U R M A R K E T I N G P L A N :
- Post your home to our Multiple Listing Service
- Place a sign on your property
- Add your home to sothebysrealty.com and sothebyshomes.com
- Launch your listing to dozens of websites and our partners
- Photograph your home and distribute a marketing brochure
- Introduce your home to our agents on screen in sales meetings
- Distribute the brochure to our network offices around the world
- Create a dynamic direct mail campaign
- Advertise your home in media (online and/or print)
- Host an Open House to drive further awareness
- Host a caravan for agents to preview your home
- Preview your property to all interested agents
- Inform you of responses and inquiries relating to your home
- Provide you with a copy of all advertising upon request
- Provide regular updates on comparable homes in your area (sales new listings)
For more details and a customized marketing plan - please call Natalya Directly on 805 603-2410
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O N L I N E E X P O S U R E F O R Y O U R P R O P E R T Y
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In the past decade, on-line real estate searches have increased dramatically, rising to nearly 90% of all home buyers. A National Association of Realtors® survey of recent home buyers asked where they learned about the properties they ultimately purchased. The survey demonstrated that the internet is delivering over ten times the value of traditional advertising. Only real estate professionals themselves were as successful in bringing buyers and sellers together.As an internationally recognized off-line brand, Sotheby's International Realty® enjoys a major advantage in the essential online marketplace. We leverage that advantage through marketing and distribution arrangements with several key Websites. This allows us to target a broad and qualified audience of purchasers more effectively than ever before.
SOTHEBYSREALTY.COM
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SHARING OUR LISTINGS WITH A SOPHISTICATED GLOBAL COMMUNITY.
Sothebysrealty.com was designed to provide buyers from around the world an online real estate experience that is unlike any other. As a global leader in the luxury real estate Web space, sothebysrealty.com showcases our listings with the elegance and distinction they deserve. Superior photography with zoom-in capability, language translation, currency conversion and enhanced property profiles make this a premier real estate experience for over 400,000 unique monthly visitors seeking extraordinary homes in over 35 countries and territories.
A LEADING WEB PRESENCE
DIRECTING MORE TRAFFIC TO YOUR HOME.
According to the independent web analytics provider Compete, Sotheby?s International Realty's proprietary Websites are visited far more often than those of the other residential real estate networks targeting high-end buyers. Sothebysrealty.com and sothebyshomes.com together receive over three times more visitors than the closest competitor.
ON-LINE ADVANTAGE
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WHEN IT COMES TO MATCHING BUYERS AND SELLERS
In the past decade, the role of the Internet in real estate sales has increased steadily and dramatically. In 2009, research conducted by the National Association of Realtors® found that 90% of all home buyers utilized the Internet in their search. This research also demonstrated that the Internet is the most effective marketing medium. While just 2% of buyers found the home they ultimately purchased through print advertising, 36% found it on-line.
The Internet is also the only buyer source that is accessible from virtually anywhere in the world. Having a brand name that is recognized and respected around the globe provides our company with a powerful advantage in this international marketplace. We leverage that advantage though a comprehensive on-line marketing effort that includes a presence on three branded websites (sothebyshomes.com, sothebysrealty.com and sothebys.com), extensive listing distribution programs and on-line advertising partnerships.
EXCLUSIVE ONLINE ADVERTISING PARTNERSHIPS
Partnership with NYTimes.com
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Partnership WSJ.com
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Wall Street Journal.com:
The Sotheby's International Realty® brand has created a unique, exclusive partnership with The Wall Street Journal. Widely promoted and accessible from wsj.com and its sister sites, our partnership consists of a microsite that
prominently positions our lifestyle expertise and listing inventory in front of more than 40 million visitors to The Wall Street Journal's digital network each month. With an 89% increase in international traffic,* wsj.com is clearly a highly respected and influential resource, and a wonderful place to showcase our brand and our listings.
New York Times.com:
Our partnership with The New York Times provides the ability to develop custom and dominant opportunities to create brand awareness and drive qualified leads to the listings represented by our network. This strategic partnership represents several unprecedented and exclusive online opportunities that allow the
Sotheby?s International Realty® brand to integrate directly with The New York Times? editorial content and position the homes our network represents front and center to an audience of nearly 30 million monthly unique users worldwide.
SOCIAL MEDIA
With facebook.com 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 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. SothebysRealty, our twitter account, allows hundreds of people and organizations to follow and receive updates on the latest news and information within the Sotheby?s International Realty network. Prospective buyers gather a wealth of information on these social networking sites, which is why we place great effort into gaining presence within these unique personal and professional communication tools.
Locally, visit facebook.com/sothebysinternationalrealtysantabarbara.
eGALLERY
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YOUR LISTING, NOW SHOWING AROUND THE WORLD.
eGallery is a real time, online property slideshow designed to provide immediate worldwide reach for our listings. Exclusively presented on large plasma screens in Sotheby's International Realty® offices and Sotheby's auction house locations around the world, eGallery allows us to showcase your property like no other company can.
PRINT MEDIA
OUR BROCHURES ARE AN INVALUABLE SOURCE OF INFORMATION FOR BUYERS,BUT IT'S ACTUALLY OUR SELLERS WHO BENEFIT THE MOST.We create beautifully illustrated brochures for individual properties, including full-color photographs as well as descriptive text about each property's history, location, special features and amenities. Our distribution programs quickly introduce each brochure to a targeted group of clients and brokers. Brochures may also be distributed to all of our offices across the country and to Sotheby's auction headquarters in New York, providing our listings with exposure to a broad base of qualified clients.
GLOBAL DISTRIBUTION
UNRIVALED ACCESS TO QUALIFIED PEOPLE.
Your home's marketing brochure can be an essential tool in attracting buyers locally, nationally and globally. Through our exclusive global distribution program, copies will be distributed to hundreds of offices within our real estate network as well as to Sotheby's auction house locations globally. No other real estate company has the ability to provide this level of exposure for your home.
Sotheby's At Auction Published by Sotheby's auction house to showcase the most important objects and works of art offered at Sotheby's worldwide auction locations. Every issue features a gallery of select properties for sale.
Circulation 40,000+ Mailed to key Sotheby's clients and subscribers globally.
Sotheby's International Realty RESIDE® The Sotheby's International Realty® Network?s semi-annual magazine, featuring property listings and editorial along with lifestyle news and trends.
Circulation 140,000+ - Poly-bagged and mailed to subscribers of Sotheby's At Auction and to select subscribers of our media partners
Regional Catalogs
Targeted catalogs featuring properties for sale by region, published 1-3 times per year.
Circulation 25,000 - 50,000+ - Distribution to active and potential clients by mail, local distribution
arrangements and email (available in electronic format)
Property Brochures
Beautifully designed with images and detailed information and distributed to local and distant buyers.
Circulation 50 - 5,000 - Provided to active and potential clients via mail and in person
PRIME ADVERTISING POSITIONING
CONNECTING WITH "CONNOISSEURS OF LIFE."
The Sotheby's International Realty®
brand advertising compaign is aligned with several "best in class" media
partners, each boasting some of the most qualified readerships
available. The campaign's goal is to effectively attract and engage a
target audience that has the means and inclination to purchase the homes
we represent. The cumulative impact of the campaign is over 100 million
media impressions per year, which strengthens awareness of our brand
and drives leads to our offices, agents and listings on
sothebysrealty.com, the Website for the Sotheby's International Realty®
global network.
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THE NEW YORK TIMES
ACCESS TO HIGHLY LOYAL AND ENGAGED INFLUENCERS.
Circulation: 1,500,000 - Average Household Income: $109,304
The New York Times targets the most influential and loyal readers in New York and the nation. Our brand and the homes we represent receive high-profile placement and national circulation through the pages of this prestigious newspaper's dedicated luxury real estate section, aptly entitled ?Luxury Homes & Estates. This portion of the magazine showcases distinctive properties of all types from the country's most exquisite homes to vacation getaways and contemporary masterpieces. making this a perfect vehicle to market your home. |
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THE WALL STREET JOURNAL
CONNECTING WITH THE BUSINESS READER.
Circulation: 1,878,927 ? Average Income: $315,548 ? Audience: US 91% / Asia 4% / Europe 5% The Wall Street Journal reaches individuals with the means to buy or sell exceptional propeties locally or internationally. The Journal connects our listings with the world's most affluent buying audience, and offers the additional benefits of exposure in geographically targeted print editions as well as on one of the world's most trusted financial sites, wsj.com.
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ROBB REPORT COLLECTION
AN AUTHORITATIVE VOICE
Circulation: 200,000+ ? Average Household Income: $1,375,000 The Robb Report Collection is unrivaled in its ability to reach deep into the hearts and minds of affluent consumers. TheRobb Report Collection succeeds by advising and influencing a highly acquisitive audience, guiding their purchasing
decisions for products, services and experiences that will enrich their lives.INTERNATIONAL
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HERALD TRIBUNE
THE GLOBAL EDITION OF THE NEW YORK TIMES.
Circulation: 242,073 ? Average Income: $286,743 - Audience: Europe/Middle East/Africa 51%; Asia/Pacific 49% The International Herald Tribune (IHT) is the international voice of The New York Times, and its authoritative journalism reaches 180 countries. The IHT is written for people who know that global events and trends affect their work and their lives. Our partnership with this key daily newspaper goes beyond just the pages we advertise in. Through fourpage color wraps around editions of the newspaper with targeted bonus distribution we are able to showcase our listings at some of the most prestigious events in the world including Wimbledon and the Cannes Film Festival. |
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COUNTRY LIFE
A MUST FOR DISCERNING EUROPEAN READERS.
Circulation: 40,408 ? Average Household Income: $140,000+
Country Life is the essential weekly read for those who are passionate about the very best of Britain. Described as "the
most quintessential English magazine," Country Life features thought-provoking editorial that attracts high-net worth readers,
and has long been recognized as a compelling international property showcase. |
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LOCAL ADVERTISING
INDIVIDUAL, LOCAL AND CUSTOM-TAILORED
An individual plan will be custom-tailored to market your home and will include a combination of key elements. Our reach is
local, national and international and it is a proven approach that our cumulative marketing and advertising efforts will generate
results for you regardless of a specific advertisement. To that point, we will employ the following regional publications: Santa
Barbara News-Press, Santa Barbara Magazine, and Haute Living.
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