2017 Marketing Plan
Sotheby’s International Realty Affiliates LLC today announced the launch of its 2017 marketing program, designed to reach a global audience of qualified luxury consumers.
At the core of the brand’s 2017 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’s International Realty® brand’s 1000 offices in 75 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’s International Realty brand.
“Our 2017 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’s International Realty brand where consumers are searching for real estate,” said Wendy Purvey, chief marketing officer, Sotheby’s International Realty Affiliates LLC. “Our 2017 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’s campaign features hand-selected media partners and our strategy was built around state-of-the-art technology and implementation.”
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.
“Last year, we launched our iPad app, called ‘Anthology, the Collection of an Extraordinary Brand,’ using a new relationship with Adobe Digital Publishing,” said Purvey. “We 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.”
The Sotheby’s International Realty brand’s website, sothebysrealty.com, will continue to be enhanced throughout 2017 to further incorporate the brand’s 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 “Extraordinary Angles,” 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 24,000 sales associates located in approximately 1000 offices in 75 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.