2011DIGITAL MARKETING

EXPOSURE

EXPERIENCEa new sothebysrealty.com

GLOBAL REACH, GLOBAL INVENTORY

The Sotheby’s International Realty® brand’s 2011 digital marketing strategy starts with a

new sothebysrealty.com, a website re-architected and realigned to provide a real estate

experience like no other. With over 26,000 properties, 500 offices and more than 11,000

sales associates from over 40 countries on display, sothebysrealty.com is the unique

source when seeking luxury real estate information from around the globe.

Globally Refined seaRch with speed and VeRsatility

sothebysrealty.com features the most advanced and versatile search options available,

allowing the consumer to define and refine how they want to search, and returning

results fast, from wherever a search is started.

According to a 2009 NAR survey 90% of buyers utilize the internet to find their home. Therefore, it is

essential to not only be on the Internet but to stand out as the source of information for those

who seek unique homes that equal their lifestyle.

• Map RadiUs seaRch

• seaRch ResUlts and RefineMent

• seaRch by lifestyle

• Map aRea seaRch

SEARCH FEATURES

GLOBAL FEATURESVisitors to sothebysrealty.com come from all over the world with over 33% coming from countries

other than the United States. By providing features and functions that serve a global audience,

sothebysrealty.com becomes a destination for those who seek unique properties from anywhere in

the world.

• pRopeRty Videos with lanGUaGe tRanslation Consumers demand video, so every listing on sothebysrealty.com is accompanied by a unique property

slide show video that allows the viewer to not only view the property but listen to narration in their

preferred language.

• cURRency conVeRsionProperty list prices can be displayed in more than 40 currencies including the Brazil Real R$, the Euro€

and the Chinese Yuan Renminbi ¥, all updated with the latest exchange rate three times daily.

• lanGUaGe tRanslation

Translated by native speaking professional translators with real estate expertise (not computer

translation), sothebysrealty.com and its content can be viewed in many languages/dialects including

Chinese, English, French, German, Italian, Portuguese, Spanish and Russian, with more to come.

The entryway to sothebysrealty.com, the Home Page Cover Property presents a stunning first impression,

artfully displaying a rotation of high resolution images of the most striking homes in our collection.

properties are hand-selected for this highly sought after placement from our extraordinary inventory

of homes.

FOCUS ON PHOTOGRAPHY

Because high quality photography is the most important part of marketing a home online,

(properties with six or more photos receive 300 times more page views than those with less), 80%

of properties on sothebysrealty.com have 10 or more high resolution photos, most professionally

photographed.

QUality contRol

sothebysrealty.com follows a quality control procedure, rigorously reviewing content

everyday to ensure only the highest quality photography and content is displayed on

sothebysrealty.com and its media partner websites.

Cover page properties draw visitors to find out more about the property 50 times more than average.

UNIQUE ONLINE BANNER ADVERTISINGBy leveraging our international brand advertising campaign, The Essence of Extraordinary, we are

executing successful banner ad placements to compliment our online marketing efforts. Featuring our

brand’s greatest asset-the extraordinary inventory of international properties-our banner campaigns are

precisely placed using geo and other audience targeting techniques in areas of the most highly-visited

websites to reach the most qualified consumers around the world.

Our lifestyle based banner ads have performed four times better than the industry average in click through rates.

Our Banner Advertisements can be seen on

NYTimes.com • WSJ.com • BBC.com • SCMP.com (South China Morning Post) • PropGoLuxury.com

Telegraph.Co.Uk (The Daily Telegraph) • IHT.com • Tmagazine.com • Asia.WSJ.com • Europe.WSJ.com • FTchinese.com

Sothebys.com • FinancialTimes.com

MAjESTIC

View the entire collection atsothebysrealty.com/majestic

Glen Nevis Station, New Zealand Part of the Majestic Collection

MAjESTICTRANQUIL

View the entire collection atsothebysrealty.com/tranquil

View the entire collection atsothebysrealty.com/intriguing

Kailua-Kona, Hawaii Part of the Intriguing Collection

INTRIGUINGINTRIGUING

ENDURING HOMESThe globe’s grandesT hisToric homes, presenTed bysoTheby’s inTernaTional realTy® t

HARMONIOUSView the entire collection atsothebysrealty.com/harmonious

UNRIVALED ACCESSsothebys.coM Homes represented by the Sotheby’s International Realty® network are intertwined within the rotating

auction house schedule on the homepage of Sothebys.com. Featuring a high resolution photo and di-

rect links to the property details page on sothebysrealty.com, this opportunity generates highly qualified

leads from Sotheby’s Auction House clientele and the Sothebys.com website is consistently one of the

top five referring sites to sothebysrealty.com.

A Sotheby’s International Realty property search banner ad is placed on the homepage of the

Sotheby’s Auction House website. Select homes are rotated every two weeks featuring a photo, key

property information and a direct link to the property details page on sothebysrealty.com.

UNIQUE PARTNERSHIPfRontGate.coM/sothebysRealtyFRONTGATE is a leading distributor of fine home furnishings and a brand that the Sotheby’s

International Realty® network has a unique collaboration with. As part of this partnership we are able to

feature select listings on our FRONTGATE micro site. This provides yet another exclusive distribution

channel to connect buyers and sellers.

eRESIDEdiGital MaGaZine

eGalleryRESIDE® magazine, the award-winning publication presented by the Sotheby’s International Realty

network, is published not only as print publication but also as a digital magazine. The digital magazine

is featured on sothebysrealty.com as well as select partner websites. In addition, RESIDE is offered up

to all our network members to use in their digital marketing efforts – thus creating a viral social media

channel to further enhance the global exposure of our proprietary magazine and the homes featured

in each issue.

one of the Most distinct MaRketinG tools pRoVidinG MaxiMUM Global exposURe

The Sotheby’s International Realty eGallery is a real time, dynamic property slide show designed to

provide worldwide reach to a property. eGallery is displayed on flat screens in most of the Sotheby’s

International Realty and Sotheby’s Auction House locations around the world. The property image

includes a high resolution photo, the property location and the price. All eGallery properties must

meet eligibility requirements and are quality controlled.

PROPERTY DISTRIBUTION PARTNERSthe wall stReet JoURnal diGital netwoRkThe Wall Street Journal Digital Network receives 25 million monthly visitors to the US edition, 3.1 million monthly visitors to Europe and 4.8 million to Asia. All three editions have dedicated Real Estate channels with focused editorial relevant to location and serves more than 900,000 Sotheby’s International Realty network listing views per month.

nytiMes.coMThe New York Times receives over 40 million unique visitors each month to nytimes.com and 2.5 million of those visitors worldwide go to the NYTimes.com/RealEstate section every month. More than 5 million Sotheby’s International Realty network listings are displayed in search results annually. The New York Times partnership also includes the Great Homes and Destinations network, which is a listings search function that runs on some of their sister websites and IHT.com, which is the Global Edition of the The New York Times.

the daily teleGRaphThe Telegraph was the first newspaper in Europe to launch a website and now receives over 32 million unique visitors per month with 66% coming from outside the United Kingdom.

pRopGolUxURy is a real estate portal in Asia. This powerful distribution network provides maximum exposure for your distinctive listings to high net worth visitors in multiple languages: English, simplified Chinese and traditional Chinese.

JaMeslist has a strong presence across the luxury space, from private jets to exclusive cars. JamesList currently has more than 400,000 monthly visitors from 44 countries.

Zillow.coMaverages over 8 million visitors each month with over 57 million U.S. homes having been viewed on Zillow.

tRUlia.coMis a real estate search engine averaging 5 million visitors per month, providing local real estate information and statistics.

washinGton post .coMCombining a real estate news and featured articles with a real estate search powered by Trulia, the WashingtonPost.com provides its 8 million plus monthly visitors with a powerful real estate news and information destination.

yahoo! Real estatereceives over 5 million monthly visitors and reaches over 88% of home shoppers providing access to almost four million listings.

cybeRhoMes .coMreceiving over 1.5 million average visitors per month, Cyberhomes includes more than 100 million property, ownership, sales, and mortgage records, covering more than 85% of the United States population.

hoMe findeRdisplays more than 3 million listings from all over the United States and averages over 2 million visitors per month.

bbcThe BBC’s online presence includes a comprehensive news website and archive. It was launched as BBC Online, before being renamed BBCi, then bbc.co.uk, before it was rebranded back as BBC Online. The website uses GeoIP technology and carries advertisements when viewed outside of the UK. The BBC claims the site to be “Europe’s most popular content-based site” and states that 13.2 million people in the UK visit the site’s more than two million pages each day. According to Alexa’s TrafficRank system, the BBC Online is the 27th most popu-lar English Language website in the world, and the 46th most popular overall.

GooGle Mapsdrives 65% of all traffic to real estate websites and through the recently launched Google Maps real estate search function our listings are searchable using Google maps.

fRont dooR .coM/openhoUse .coMcombines HGTV’s content with FrontDoor.com listing inven-tory and Openhouse.com’s open house information to create a unique real estate search experience for almost 1 million visitors per month.

Realestate.aol.coMrealestate.aol.com provides tools to help its 2.5 million monthly visitors searching for homes and compare location, schools and neighborhoods information.

hoMes.coMis one of the top 20 most visited websites in the real estate in-dustry. More than 4 million homebuyers visit Homes.com each month to search nearly 3 million homes for sale, to locate real estate agents in their area and to find tips on home buying.

Attribution: The referenced website statistics are according to information provided by our partners, Comscore and Compete.com

WORLDWIDE EXPOSUREsothebysrealty.com represents the starting point of a comprehensive online marketing strategy

that expands the exposure of home to the most significant media companies and real-estate

focused websites in the world.

To measure results, the Sotheby’s

International Realty brand provides a

property view report including view and

inquiry statistics for each property and each

partner site a property

is distributed to.

Search Engine Marketing

Through content, technical and linking best

practices, including relevant linking strategies to

our network of over 200 Sotheby’s International

Realty® local affiliate websites in 40 countries and

partner sites like the NYTimes.com, WSJ. com and

BBC.com,sothebysrealty.com and its content gets

greater exposure and receives a higher ranking on

Google, Yahoo and Bing than the competition.

With over 50,000 pages indexed by the search en-

gines and daily updates to our real estate content,

sothebysrealty.com and the homes featured receive

maximum exposure, typically top five placement

on the main search engines-Google, Yahoo and

Bing. In addition, by translating the content on

sothebysrealty.com on a daily basis into Chinese,

French, German, Italian, Portuguese, Spanish and

Russian, sothebysrealty.com ends up on the first

page search results of the in-country version of

Google i.e. google.es, google.com.br etc.

SEARCH ENGINE OPTIMIZATION

With search engines driving over 85% of all traffic to real estate websites, it is essential to have a sound and measured

search engine optimization strategy

First page search result on Google Brasil for the keywords “imobiliário de luxo” or “luxury real estate”

SEARCH ENGINE ADVERTISINGAN EFFECTIVE SEARCH ENGINE

MARKETING PLAN SHOULD INCLUDE

A PAY-PER-CLICK CAMPAIGN that

compliments and is tuned to work effectively

with the Search Engine Optimization strategy.

In 2010, over 750,000 highly qualified visitors

found their way to sothebysrealty.com through

our search engine advertising efforts. This includes

translated search engine advertising campaigns

running on the in-country version of Google in

Spain, Argentina, Portugal and Brasil, with even

more to come in 2011.

Examples of “Pay-Per-Click” Yahoo, Google & Bing

Since its introduction in 2010, more than 8,000 people “like this”.

bRinG soMethinG to the conVeRsation

In an effort to capitalize on the many unique and valuable ways social media can help enhance the

Sotheby’s International Realty brand’s marketing efforts, our Facebook fan page positively increases

consumer awareness and ultimately drives leads.

yoUtUbe.com/ sothebysrealty

Founded in February 2005, YouTube

is the world’s most popular online

video community, allowing millions

of people to discover, watch and share

originally-created videos. As the

largest video search engine, YouTube

has become the place for consumers

to find real estate videos. The Sotheby’s

International Realty brand channel

provides a destination for our unique

video content on properties, locations

and general information on the

Sotheby’s International Realty brand.

@sothebysrealtyOur Twitter account promotes the latest brand news to the hundreds of people and organizations that

follow us. Since its 2006 launch, Twitter has gained enormous popularity as a unique, personal and

professional communication tool.

Designed to be an adjunct to the

brand’s overall marketing efforts,

our social media efforts have one

very important goal: to drive

more business to network

members. The result is a page

that is an extension of the

brand’s less is more philosophy,

communicatinglifestyle,

extraordinary property and an

outstanding network.

facebook.com/ sothebysrealty

SOCIAL MEDIA

COMING SOON...