1. Using this Guide:
Value is communicated through Benefits. The information provided on each page of this tutorial will enable you to articulate the brand’s unique value proposition to the prospective seller or vendor beyond just the features of the tool or media partnership, but how they will benefit from the use of those features. The overall objective is for the seller to see the value both you and your company bring to the table to assist them in achieving their goal of getting their home sold. Remember this one very critical point; YOU are the presentation. Any visual aid is merely to support your efforts. Practice the presentation and review and study the talk track/presenter notes and make them your own. This needs to become a marketing conversation, not a listing presentation.

2. The Overview Table of Contents At Our Foundation… Brand Heritage
SIR Touch Gallery
Leveraging the Brand
SIR Mobile
Sotheby’s Magazine and Art & Home
Search Engine Marketing
Sothebys.com
Global Distribution Program
Global Media
Social Media
sothebysrealty.com
Local Marketing XXXX
Your Home Around the World
Company Name XXXX
Cascading Website Platform
Agent Name XXXX
eGallery
Property Address XXXX
Table of Contents:
The ultimate intent in any discussion with a seller or vendor is to have a “conversation” rather than making it a “presentation”. In order to go beyond a presentation, you need to know and study the materials you are going to use so they simply become enhancements and visual aids to your conversation. You’ll likely use this and other material after you have asked them questions about their needs and goals. You do not have to make this a “linier” presentation, covering EVERY single page. When in Presentation Mode, use the table of contents to go directly to the pages that you believe are the most important based on the answers they provided. Then use the controls in the bottom left to navigate through the PowerPoint or Keynote. Remember, a presentation is a monolog, while a conversation is a dialog.
Cover property located in: Millorca, Spain

3. At Our Foundation…Brand Heritage: The gift we have been given is the integrity & heritage of this remarkable brand. The seller benefits from tradition, character, and equity of the Sotheby’s brand name as well as the reputation of exceptional service that is provided to clients here and around the world. 3 3

4. Leveraging the Brand: The Sotheby’s International Realty network is an exclusive association of high-quality residential brokerage companies throughout the world. Unlike many traditional franchises, regional or local real estate firms, the Sotheby’s International Realty brand has representation in “like” markets around the globe. The seller will benefit as these markets can act as catalysts for one another in generating clients and customers.
Our broker-to-broker referral network supplements the personal network that our sales associates have developed over their professional careers. The seller benefits from this referral network as it demonstrates the opportunities that could exist for a buyer referral either through the network or even via an auction house referral. 4

5. An Extraordinary Collaboration:
The collaboration between auction and realty utilizes a combination of unique and exclusive marketing efforts. Sotheby’s Magazine and Art & Home are examples were we share rich content between auction and realty. This provides targeted exposure to a coveted and influential audience. 5

6. Reaching a Prestigious Clientele:
Prestigious properties featured on Sothebys.com, content provided in our Extraordinary Properties blog, or Banner Advertising throughout the site are additional exposure opportunities for both the brand and properties we represent. 6

7. Global Brand Marketing:
Our brand marketing strategy is to develop and curate content which heavily includes video, and deliver that content across multiple platforms in order to create and maintain global brand recognition AND increasingly drive more consumers to sothebysrealty.com for ultimate property advertising. You must be able to articulate this so your clients understand your value. Our global media partners we have engaged are simply components that help us achieve our overall brand marketing strategy.
Brand Marketing AND Property Advertising: While our media plan is designed to drive awareness for the extraordinary properties our network represents, it is also designed to drive awareness for the Sotheby’s International Realty Brand itself. It is an important distinction to relay to your client that while many of our media partnerships are portals for property advertising (where the seller’s home can be found for sale), the exclusivity in these partnerships lies in the way in which we market the brand (creating global awareness). Your seller or vendor will benefit through us advertising their properties in the online classified sections of many of these websites. This property advertising drives consumers DIRECTLY to their property. The additional benefit is realized from our branding ad campaigns. This drives consumers directly to our website, where they can indirectly discover a seller’s property. Help your client understand this unique distinction. Competitors in your market likely cannot provide an awareness campaign such as this to drive more consumers to our online storefront, SIR.com, where they can discover homes of distinction in all price ranges.
The seller benefits through the interactive imagery on our media partners websites that is designed to get the consumer to take action and creates opportunities for the individual to discover the seller’s home on SothebysRealty.com. Additional benefits are:
• Creating global connections
• Channeling our brand to our partners’ loyal followers
• Positioning our properties in as many engaging ways as possible 7

8. An Immersive Experience: SIR.com:
For years, listings have been treated as a commodity. Data aggregator have used our listing, the commodity to drive their interest. In turn, these data aggregators sold us on having the properties in multiple places on the web. But there is nothing special other than they are on a lot of websites.
At Sotheby’s International Realty we treat the properties we represent as content and we are continuing to aspire to be the best real estate marketers in the world. SothebysRealty.com is the platform created for you to do just that! SIR.com provides consumers with a content-rich destination that focuses on property, lifestyle, and location. Full screen, high definition video on the home page directly connects consumers to properties in a fully immersive experience.
Continued Focus on Photography - Millions of viewers immerse themselves in our collection of vibrant, quality-controlled property photographs. Research shows that homebuyers ranked photography as the most important feature on a real estate website. The ability to showcase up to 50 high-resolution photos of each property means potential homebuyers can zoom in on details or expand to a full screen. This benefits the seller because the more the online consumer is engaged, the more likely they are to take action and inquire about the property.
Language Translation and Currency Conversion – SothebysRealty.com is a globally recognized website and has a unique advantage of being humanly translated into 15 different languages. In addition, property list prices can be displayed in over 40 currencies that are updated 3 times per day. In an ever-increasing global marketplace, we are creating an online environment for the international homebuyer that is more accessible and more engaging so they are more inclined to take action and inquire.
The benefit to the seller is this: In an ever-increasing global marketplace, SothebysRealty.com attracts more consumers to search, view and inquire than any other luxury real estate website. Many agents will talk about their website in terms of “EXPOSURE,” but all the exposure in the world is not designed to get the consumer to take action. A website rich with unique features such as those found on SothebysRealty.com can get a consumer to take action and connect with a sales associate. 8

9. Worldwide Property Advertising:
Your Home Around the World. With nearly 100% of potential homebuyers beginning their home search online, our listing distribution initiative creates a multitude of opportunities for these online consumers to find the seller’s home. We partner with and distribute properties to the most significant media companies and real estate-focused websites in the world, resulting in 140,000,000 property views annually. While some competitors and or multiple listing services can send their listings to some of these sites, we have raised the bar by paying to submit MORE information to these sites, especially photographs. It is important to note that EVERY property that appears on SothebysRealty.com, regardless of price, will appear on our distribution partner’s websites. Our listing distribution partner, ListHub, also provides comprehensive reports that outline property views and inquiries. This information fosters increased communication between the agent and the seller and provides the ability to react and adjust our marketing efforts, potentially shorting the time on market. 9

10. One Network, Limitless Exposure:
Cascading Website Platform. Properties may also be found on our network of interconnected, locally focused and globally aware members’ sites.
Benefits to the Cascading Websites: Not only will a seller’s property appear on SothebysRealty.com, but it will also be exclusively displayed on the roughly 120 interconnected websites around the globe that are part of our network platform. This creates unique global exposure on a local level and in many cases, in markets that feed the area where the seller’s property is listed. 10

11. Innovative Technology:
eGallery is an exclusive global marketing and world class innovation that creates a unique, global reach for your home. eGallery is featured in our network offices and Sotheby’s auction house locations and provides the properties we represent with instantaneous, global exposure via our exclusive, real time property slide show. 11

12. Dynamic Exposure:
SIR Touch Gallery is a unique touch screen system that provides and interactive property search experience in a “through the glass” storefront display system. This new technology is being adopted by many Sotheby’s International Realty offices with walk by traffic to engage more potential buyers and create more potential exposure for our seller and vendors. 12

13. Access on the Go:
SIR Mobile is the only luxury real estate mobile app that works anywhere and searches globally and allows consumers to view properties on their smart phone or tablet based on GPS location, address, city or zip code. When a user is ready to see a property, the “call” feature connects them directly to a Sotheby’s International Realty sales associate. Currently more than 50% of all internet searches are conducted from a mobile device. With more and more internet searches being done from a mobile device, we are likely targeting a younger demographic. What this means to you is increased exposure for your sellers/vendors and the listings you represent. 13

14. Dominant Presence:
Search Engine Marketing. Targeting real estate intenders globally through searches on Google.com, Bing.com, Yahoo.com, YouTube.com and Yandex.com (Yandex is the largest search engine in Russa with about 60% market share).
Our approach is to create results orientated and measured SEO (Search Engine Optimization) and SEM (Search Engine Marketing) strategies that highlight luxury real estate and lifestyle terms. The result drives the desired, high-net worth clientele to sothebysrealty.com. 14

15. Showcasing Your Home:
Property Brochures Distributed Globally. The plan to successfully market your home includes a combination of powerful interactive and direct mail efforts to generate additional consumer interest both locally and globally. We have access to some of the most qualified buyers in the world, whereby our skillful marketing has led to these special properties being successfully represented.
Both direct mail and professionally printed, compelling marketing brochures are a valuable addition to the overall marketing strategy of the seller’s home. Direct mail like “Introducing…” postcards in print and electronic format can provide additional exposure and interest. By combining expert-style photography with attention-getting narrative details, the brochure will aid in attracting buyers locally, nationally and globally. Skillful marketing combines the power of interactive and direct mail marketing to generate additional consumer interest. 15

16. Marketing Influential Connections:
Social Media is about connecting people and cultivating relationships. We use social media to connect your home to our vast community of real estate intenders and influencers from across the globe.
Prospective buyers gather a wealth of information on social networking sites, which is why we place great effort into gaining presence within these unique personal and professional communication tools. Social media is designed to be an addition to the brand’s overall online marketing strategy to drive more consumers to the SIR.com website and provide more opportunities for our seller clients.

17. Local Marketing Expertise & Marketing
Local Expertise with Global Reach:
With offices serving metropolitan Phoenix (including 6 offices in Scottsdale),
Sedona, Flagstaff, Tucson and Tubac, Russ Lyon | Sotheby’s International Realty offers ‘One-Stop’ residential brokerage services statewide.
Relocation:
Moving out-of-area? Our Relocation department is highly seasoned with ‘best fit’ options for you anywhere in the world.
Marketing:
Our multimillion-dollar, digital marketing campaign, collaborating with the media giants of the world, ensures targeted massive exposure to qualified buyers worldwide.
Properties of Arizona:
Our ultra high quality property magazine sets us well apart from the
competition. Rich, high definition photography showcases Arizona’s most exquisite real estate. This luxury
magazine is distributed seasonally through all Russ Lyon | Sotheby’s International Realty offices, by direct mail
into key areas, through 19 of the Valley’s leading resorts and all Sky Harbor International Airport terminals.
Digital editions are sent to all agents and regional Sotheby’s International Realty affiliates.
RussLyon.com
At RussLyon.com, you can not only search for all property listings statewide, but also enjoy the growing library of city and community lifestyle videos. Community videos are a great way to get a brief snapshot of the lifestyle choices available in sunny Arizona. With one click you can also easily navigate to our Just Listed and Luxury Collection. Using our map search is yet another easy way to focus-in on areas of interest. You can also enjoy the latest digital edition of our exclusive Properties of the Southwest Magazine.
LuxuryRealEstate.com
Since its debut in 1995 LuxuryRealEstate.com has remained the #1 portal for luxury properties on the internet and has several times more $1,000,000+ content of any near-peer. Proof (for fun!): Do a Google keyword search for ‘luxury real estate’ and luxuryrealestate.com always comes up first organically (beyond the ads). As a Regents member,
Russ Lyon | Sotheby’s International Realty listings come up first in a search for properties in central and northern Arizona.
Local Marketing:
This page is designed to showcase some of your local marketing efforts to the client. Make it visual in nature and do not clutter the page with too many words or paragraphs. Use visual clues to spark your memory as to what you want to discuss and the benefits you wish the client to know. Remember, you are the presentation. 17

18. Russ Lyon Sotheby’s International Realty
Local Legacy
Russ Lyon Sotheby’s International Realty
History: Founded in Arizona in 1947, Russ Lyon | Sotheby’s International Realty is a third-generation, family company with nearly a 70-year history of excellence. It is artfully blended today with world-renowned Sotheby’s International Realty and its close association with the venerable Sotheby’s Auction House - a 270-year tradition serving its most discerning clientele.
Dedicated not only to Our Clientele, but also our Communities: While proud of our rich heritage, we know that
we are members of communities where our reputation must be earned and sustained every day. We are proactively involved in serving not only our clientele, but also our communities through the Russ Lyon | Charitable Foundation.
Philosophy:
While maintaining the highest ethics and standards of practice, our working model is that we are more educators and resource people than salespeople. Our proprietary Peak Training program incorporates the fact that people do business with whom they want to do business – with the objective of training our Sales Associates to be the absolute best real estate resources of the caliber our clientele deserves.
One Stop Convenience | Seamless Results:
Our esteemed clientele appreciates the convenience of a brokerage that can seamlessly manage all aspects of their transactions. Consistent with our mandate to provide only the best, we offer and coordinate the following transaction services - title insurance, escrow service, financing, property and home warranty insurance.
White Glove Service:
Over our nearly 70-year history, we have earned market share dominance in the mid-to-higher end markets, yet we take great pride in providing the same quality of services at all price points.
Making a Difference:
In January 2014, Russ Lyon | Sotheby’s International Realty launched the Russ Lyon | Charitable Foundation. In our first
year, 200+ agent and employee volunteers across Arizona contributed more than 5,000 hours of community service
work and raised over $30,000 for local Arizona charities.
Company Name:
This page is designed to inform the client about your company. Make it visual in nature and do not clutter the page with too many words or paragraphs. Use visual clues to spark your memory as to what you want to discuss and the benefits you wish the client to know. Remember, you are the presentation. 19

19. Agent Subtitle goes here Agent Name
Smythe & Jones Sotheby’s International Realty
123 Street
City, State, ZIP p f
Agent Name:
This page is designed to illustrate the value you bring to the table. Make it visual in nature and do not clutter the page with too many words or paragraphs. Use visual clues to spark your memory as to what you want to discuss and the benefits you wish the client to know. Remember, you are the presentation. 20

20. Property Title Subtitle goes here The Marketing of Your Property
This should be the only page you will need to customize for each presentation. As an example, you might insert a photo of the home and some bullet points outlining some of the specific advertising you’ll do for the client. Use visual clues to spark your memory as to what you want to discuss and the benefits you wish the client to know. You might also bring some examples such as magazines or brochures to show the client.
Property Description can go here.
(Property image requirements: 7.5 x 5 in. at 150 dpi, or 1200 x 788 pixels) 21

21. Artfully Uniting Extraordinary Homes with Extraordinary Lives is not a slogan, but is our brand’s vision and truly part of the brand value. It’s important to understand that maintaining the integrity of this remarkable brand can only happen when we ALL commit to consistently keeping the highest possible quality at the core of our decisions, actions, collateral, processes, tools, resources, business expertise, behavior, communication & service. Sotheby’s International Realty® can be viewed as an aspirational brand by serving the luxury market, but it is not only for the “Top Tier” clients. It’s also a mindset, a level of service, market knowledge, a marketing strategy & follow though that should far exceed every client’s expectations. It is imperative that you communicate your role is to provide exceptional market expertise & service delivered with respect, grace & integrity, regardless of price.
While we are a brand known for luxury, our focus is providing an extraordinary customer experience in any price range. You should be having a conversation that helps the consumer choose you based on their belief that you have the marketing expertise to expose their property in the right places and to the right people to procure a successful sale. This means you’ll need to tailor your talk track accordingly. There is no “one size fits all” presentation, but the more you become comfortable with this overview and the corresponding chapters in Anthology, the more this becomes a conversation and not a presentation. The consumer needs to choose you based on THEIR perception of value in YOU, not on a price you think their home is worth. To make sure they see you as a person of value, you need to focus on how they will benefit by having you represent them in the sale of their home.
It goes without saying that prior to giving this presentation you ask the appropriate questions to find the unique and specific needs and desires of your client. As the old saying goes, “you cannot answer their prayers if you don’t know what they are praying for.” Have a list of questions to ask, and their answers will tell you exactly what you need to present. Remember, they don’t need to know everything, but just enough so they know you can answer their prayers.
In many cases it is tempting to describe the benefits of you, then those of your local company, then those of the Sotheby’s International Realty brand. Insert your individual and local marketing efforts where appropriate throughout this marketing presentation. Practice YOUR talk track so that the lines of distinction are blurred and they see you, your company and the brand as one entity. When they ask “How will I benefit from having you represent me in the sale of my home,” your answer is all inclusive. 21