Sotheby's International Realty Brand Launches Integrated Marketing Strategy
June 02, 2011 // Franchising.com // PARSIPPANY, N.J. -- Sotheby's International Realty Affiliates LLC today announced the launch of an integrated marketing strategy built around its newly redesigned website, www.sothebysrealty.com, which gives affiliates the ability to create their own broker, agent and specialty websites that share the corporate site's innovative features, functionality, look and feel.
The new sothebysrealty.com utilizes technologies to enhance the user experience including search capabilities employing the most advanced and versatile search options available that allow users to define and refine how they want to search, whether by lifestyle or amenity.
"Sothebysrealty.com was redesigned to serve as an integrated marketing solution for our network, providing a consistent, high-quality experience for consumers, whether they are browsing sothebysrealty.com, or a broker- or agent-specific site," said Wendy Purvey, chief marketing officer, Sotheby's International Realty Affiliates LLC said. "The new ecosystem approach takes advantage of our brand website's economies of scale and technologies, providing a consistent consumer experience while still enabling affiliates to build on their unique identity."
All network listings now can be showcased on each site, exponentially increasing the worldwide exposure each listing receives, she said. "Sotheby's International Realty affiliates will find it simple to remain true to brand standards while preserving local company and agent individuality."
The home page displays a rotation of some of the network's most striking homes. When users mouse over the image, interactive boxes with additional information about the property appear, increasing overall search engine optimization.
Every listing is accompanied by a unique property slide show video that allows viewers to listen to narration in their preferred language. Property list price also is displayed in dozens of currencies, all updated daily with the latest exchange rates.
"Our content is translated by native speaking professional translators with real estate expertise, not computer translations," said Purvey. "It is viewable in many languages and dialects including traditional and simplified Chinese, English, Canadian and European French, German, Italian, Brazilian and European Portuguese, American and European Spanish, Vietnamese, Japanese, Korean and Russian, with more to come. This offers the local real estate consumer the ability to do research in their own language and enables our listing inventory to be picked up by local search engines."
Purvey said the new marketing strategy gives the Sotheby's International Realty® network tangible ways to enhance recruitment, retention and productivity. "Sothebysrealty.com acts as an easily accessible and comprehensive go-to source when affiliates meet with clients, demonstrating the Sotheby's International Realty brand's global awareness and providing a rich consumer experience," she said.
The Sotheby's International Realty network currently has more than 11,900 sales associates located in approximately 560 offices in 42 countries and territories worldwide.
About Sotheby's International Realty Affiliates LLC
Founded in 1976 to provide independent brokerages with a powerful marketing and referral program for luxury listings, the Sotheby's International Realty network was designed to connect the finest independent real estate companies to the most prestigious clientele in the world. In February 2004, Realogy Corporation, a global provider of real estate and relocation services, entered into a long-term strategic alliance with Sotheby's, the operator of the auction house. The agreement provided for the licensing of the Sotheby's International Realty name and the development of a full franchise system by Realogy's subsidiary, Sotheby's International Realty Affiliates LLC. Affiliations in the system are granted only to brokerages and individuals meeting strict qualifications. Sotheby's International Realty Affiliates LLC supports its affiliates with a host of operational, marketing, recruiting, educational and business development resources. Franchise affiliates also benefit from an association with the venerable Sotheby's auction house, established in 1744. For more information, visit www.sothebysrealty.com.
Director, Public Relations and Communications
Sotheby's International Realty Affiliates LLC
1 Campus Drive
Parsippany, NJ 07054