Sotheby’s International Realty Affiliates LLC has launched its 2013 marketing program, which was designed to reach a global audience of qualified luxury consumers.
At the core of the brand’s 2013 strategy are its relationships with such media powerhouses as: The New York Times, The Wall Street Journal, BBC.com, The Telegraph Media Group, Google, Architectural Digest and new this year, the Hong Kong Tatler. These relationships were developed to showcase unique properties from the Sotheby’s International Realty brand’s 650 offices in 45 countries and territories worldwide through unique, media rich advertising units that offer an immersive experience and position the brand in front of a relevant audience of consumers. Each relationship features elements that are exclusive to the Sotheby’s International Realty brand, created solely for it and featuring new technologies, tools and resources.
The complete Sotheby’s International Realty marketing program will be available for network members to present to consumers on listing presentations via a unique and interactive digital format presentation created using the Adobe Digital Publishing Suite. The presentation, which is available to network members as an iPad app, 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.
“Our marketing plan was designed to deliver 700 million overall impressions, generating valuable exposure among our core audience of consumers: the connoisseurs of life,” said Wendy Purvey, chief marketing officer, Sotheby’s International Realty Affiliates LLC. “We are taking a cutting edge and targeted approach in our marketing plan, which will help us create global connections and showcase the extraordinary homes our network represents. Our relationships with many of the world’s most influential news media have been cultivated over the course of several years and offer multiple levels of custom exposure for our network. Finally, our unique collaboration with Adobe ties our entire program together, allowing us to speak to the consumer in a new and interactive way that has traditionally been utilized by the world’s publishing powerhouses to promote their products.”
“Adobe Digital Publishing Suite enables the Sotheby’s International Realty brand to extend its influence on mobile and tablet devices through innovative marketing efforts,” said Nick Bogaty, senior director, business development and marketing for Digital Publishing at Adobe “With specialized needs to communicate critical marketing messages to consumers, they are applying our publishing solution in a way that is unique in the real estate industry today.”
The Sotheby’s International Realty brand’s website, sothebysrealty.com, will continue to be enhanced throughout 2013. So far this year, search engine optimization enhancements have been made and the property detail pages and search result pages feature new designs to enhance the search experience. The brand also will continue to expand on its series of branded websites for specialty markets. Last year, it launched specialty market websites for Farm & Ranch, Waterfront and Ski, with Golf, Historic and Metropolitan to follow soon. Also, last year sothebysrealty.com surpassed 7 million visits and 4 million unique visitors for the first time.
The Sotheby’s International Realty network currently has more than 12,600 sales associates located in approximately 650 offices in 45 countries and territories worldwide. Each office is independently owned and operated.