March 31, 2015 // Franchising.com // Madison, N.J. - Sotheby’s International Realty Affiliates LLC today announced the launch of its 2015 marketing program designed to reach a global audience of qualified luxury real estate consumers.
At the core of the brand’s 2015 strategy are its relationships with preeminent media powerhouses in both the print and online arenas including: The New York Times, The Wall Street Journal, Architectural Digest, Bloomberg, Dwell, Hong Kong Tatler, Financial Times and Google Digital Network. These relationships were developed to showcase unique properties from the Sotheby’s International Realty® brand’s 760 offices in 60 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 luxury consumers worldwide. Several relationships feature elements that are exclusive to the Sotheby’s International Realty brand.
“Our 2015 marketing plan was designed to deliver one billion overall impressions, with a complete global reach,” said Wendy Purvey, chief marketing officer, Sotheby’s International Realty Affiliates LLC. “Our focus is to be where the luxury consumer is searching for real estate, and today that is via mobile and tablet devices. In the United States alone, time spent with mobile devices is growing at a significant rate. As well, we are placing an even greater emphasis on social media and content marketing, ensuring we are providing valuable information wherever, whenever.”
The Sotheby’s International Realty brand’s website, sothebysrealty.com, will be re-launched this year to provide a fully immersive, responsive, video-based experience with unique content. Last year, the site saw the most traffic in its history with 11 million visits and 75 million page views.
The brand also will continue to work with Sotheby’s auction house to produce Art & Home, a jointly produced magazine that launched last year, designed to engage readers with sophisticated content related to the art and real estate worlds.
The Sotheby’s International Realty network currently has more than 16,500 sales associates located in approximately 760 offices in 60 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 firm’s brokers and their 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.
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. Sotheby’s International Realty Affiliates LLC is a subsidiary of Realogy Holdings Corp. (NYSE: RLGY), a global leader in real estate franchising and provider of real estate brokerage, relocation and settlement services. In February 2004, Realogy 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. 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.
SOURCE Sotheby’s International Realty Affiliates LLC
Sr. Director, Public Relations and Communications
Sotheby's International Realty Affiliates LLC
175 Park Avenue
Madison, NJ 07940