April 01, 2015 // Franchising.com // Madison, N.J. - Sotheby’s International Realty Affiliates LLC today announced the launch of its newly redesigned website, sir.com, which was built to showcase its network’s listings in an immersive and visual way that is unique to the industry.
“The new sir.com was created to tell the story of a home in a more editorial way, not the commoditized approach that can often be found in our industry,” said Wendy Purvey, chief marketing officer, Sotheby’s International Realty Affiliates LLC. “We believe the art of marketing a home is based on showcasing its soul, so every aspect of the new site works toward this goal.”
The design changes include an increased focus on full-screen, high-definition video throughout the site, from the homepage to property detail pages, to allow for a more immersive consumer experience. High-resolution photography also plays a more prominent role. The property detail pages feature: slideshows that tell a home’s story via the captions, custom video, location overviews that provide insight into the local area via video and text, and a seller or expert quote that offers a personal view of the property.
Consumers still can search for a home based on lifestyle and amenity but now have the ability to sort their results by various home features including pools, kitchens and views, and compare visual images of that feature among their search results.
“At the foundation of the Sotheby’s International Realty brand is our focus on lifestyle,” said John Passerini, vice president of interactive marketing for the brand. “Our lifestyle search is more visual, and our focus on video and photography allows our affiliates to showcase the various lifestyles a home offers that cannot be properly articulated in words only. Our fully responsive site works on any mobile device and allows our network members to do what we believe they do best: uniquely showcase extraordinary homes around the world anytime, anywhere and in any language.”
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 network’s brokers and their clients will 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
Senior Director, Public Relations and Communications
Sotheby's International Realty Affiliates LLC
175 Park Avenue
Madison, NJ 07940