We love being part of Sotheby's International Realty and the exceptional marketing resources this brings to our clients. The company invests considerably in global marketing initiatives--from high end advertising to the latest web and mobile features--to gain maximum exposure for Sotheby's International Realty home listings. In addition, we’re supported by a talented in-house marketing department, who enthusiastically execute the custom marketing strategies we develop for each home we represent.
We invest in a wide array of media channels to not only gain widespread exposure for your home but target the right qualified buyers. Here are just a few of the marketing initiatives we invest in to sell homes across the Boston suburbs:
We believe only the best photography will do when marketing a home. Home buyers will spend a mere few seconds viewing each home online. We need to capture the imagination instantly or they’ll quickly move on to the next house. We work with a professional photographer who’s adept at interior photography. He understands how each shot should be lit and framed to show off the best aspects of each room.
Exceptional online experiences
Sotheby’s International Realty has invested in an exquisite website that makes home search a delight. Every home truly looks like a work of art. The popular real estate site also features lifestyle searches, so that potential buyers can shop for a home based on lifestyle criteria such as waterfront homes, privacy, equestrian properties, and more.
The investment has paid off. Site visitors spend an average of 13 minutes browsing the Sotheby’s International Realty site, compared to 6 minutes on typical real estate sites. SothebysRealty.com has an average of 3.5 million page views, with nearly 50% of the visitors coming from outside the US.
We also syndicate each home listing to more than 40 websites, including SothebysRealty.com, GibsonSothebysRealty.com, Boston.com, Realtor.com, WallStreetJournal.com, NewYorkTimes.com, IHT.com (International Herald Tribune), HomeFind.com, Trulia.com, Zillow.com, and more. Additionally, we purchase Premium Packages for sites such as Boston.com, Realtor.com, and Trulia.com to make our clients' homes stand out.
Unique advertising partnerships
We have built unique relationships with WallStreetJournal.com and NewYorkTimes,com, offering the Business of Extraordinary Living microsite on the former and prime advertising space on the latter. NewTorkTimes.com is now the second highest ranked referral site for SothebysRealty.com, generating nearly 200,000 unique visits per year.
We also advertise our home listings in publications such as the Boston Globe, Hometown Weekly, Weston Town Crier. Wellesley Townsmen, and
Individual property websites
We build a unique website for each home that we market. This gives us an opportunity to highlight everything that makes the home and community special in greater detail than traditional real estate sites allow.
Unparalleled media exposure
I’m pleased to say that we’ve been extremely successful at gaining press exposure for home listings in the Wall Street Journal, Boston Globe Magazine, ABCNews.com, Chronicle TV, AOL Real Estate, EcoLuxe Magazine, and MetroWest Daily News.
Exclusive advertising opportunities
In addition, your home could be featured in The Collection: a quarterly glossy magazine produced by Gibson Sotheby's International Realty and distributed to 10,000+ affluent households in and around the Boston area.
Beautiful home property brochures
We feel that all marketing materials should be in keeping with the beauty and elegance of the home. That’s why we focus on producing glossy brochures with enticing copy, exquisite photography, and exceptional quality that reflect the unique advantages of the home and community.
Our attractive yard signature includes free text service, enabling potential buyers to instantly gain access to details and home photos/videos as they walk or drive by the home. They can reach us within moments to arrange a showing.
Broker tours and public open houses
An important part of selling real estate is maximizing exposure – and excitement among other brokers - about our listings. We continually find new ways to make our broker tours stand out, ensuring strong attendance, and update brokers about our listings through an MLS matching service as well as email promotions. We also hold public open houses to show the home to the widest pool of buyers.
Attracting relocating buyers
Boston is the third most desirable U.S. city for relocating professionals, according to the Association of Foreign Investors in Real Estate. We use a multi-faceted approach to reach those buyers who are moving to the Boston area. This includes leveraging our international network of agents, our LinkedIn connections with agents around the world, as well as our exclusive database of recruiting professionals.
We also invest considerably in attracting international home buyers. According to the National Association of Realtors, home sales to international buyers grew 24 percent in the past year, with 62 percent of international buyers paying cash for their new homes. Our global website features currency conversion and translation tools and the strength of our 600+ worldwide offices enable us to attract buyers from arould the world.
Mobile application for house hunters
Today’s home buyers seek instant gratification. That’s where our free mobile application comes in. Buyers can download our free mobile application to instantly access information about homes for sale. They can even find information about homes for sale closest to their current location (a handy feature if they’re driving or walking by a home of interest).
Professional home videos
We produce creative videos to highlight the unique features of each home and community. This not only gives us an opportunity to engage buyers and to increase exposure of the home. Web pages with video are 50 times more likely to appear on the first page of Google search results, meaning that homes marketed with video are more likely to be found by potential buyers.
Additionally, Sotheby's International Realty's YouTube channel features our listings to home buyers as they search for the extraordinary. To drive exposure to our brand's video channel, the company has invested in a rich media plan to reach targeted demographics, including luxury goods consumers.