Iconic Marketing | Sotheby’s International Realty
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Iconic Marketing | Sotheby’s International Realty

[MUSIC PLAYING] It is essential
to be innovative. It’s not just the
stories we get to tell, but where we get to tell them. What excites me
most about marketing Sotheby’s International
Realty as a brand is the opportunity
for us to communicate in a way that is impossible
for other real estate brands. We have incredible
exclusive relationships with The New York Times, and The Wall Street Journal,
the Nikkei, Google, and this incredible shared
history with the auction house that allows us to do things and
play in a way that other brands cannot. We have a history
for being innovative. We’ve been first to market
with Apple TV, for example. We’ve launched a series
of tools and assets that are really beyond compare
in the real estate industry. Design Vault is a
cloud-based ad-building tool that we created for
all of our affiliates. It is an ad-building engine
that works for agents every day. We were first to market
with 3D and VR home tours. We were first to demand
high-definition photography for our website. I know how skilled
the team is here. I know how hard
they work to create tools that are going to work
for agents day in and day out. No one is publishing a
magazine like RESIDE. It is a traditional luxury
lifestyle print publication. But I think it sets a new
standard in print publishing for a real estate brand. The journey looks
very different. And that has caused the
industry to really rethink how it approaches selling
homes at every level. Curate is a cutting-edge
piece of technology that we built in-house that
we’ve designed for agents, but it is consumer facing. It’s available to 1.2
billion smartphone users around the world right now. Our clients still want to
transact with an agent. They still plan to
transact with an agent. But how they transact with
agents is what has changed. It means something
to say, I’m buying a Sotheby’s International
Realty home, I’m selling a Sotheby’s
International Realty home, I have a relationship with a Sotheby’s International
Realty agent.

About Ralph Robinson

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3 thoughts on “Iconic Marketing | Sotheby’s International Realty

  1. So basically you are bragging about being associated with all of the most liberal-leaning publications in the country, and that is supposed to be a good thing? No thanks

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