Sothebys Brochure 2021

Richard Burgess
Marketing
Presentation
2021

Brand Heritage
The Sotheby’s International Realty brand
harnesses the worldwide recognition and
prestige of the Sotheby’s name.
Auctioneers since 1744 with a fine
tradition of marketing the worlds most
cherished possessions, Sotheby’s is now
an innovative global art business serving
the most discerning clientele. Sotheby’s
International Realty benefits from this
tradition and innovation through equity in
the Sotheby’s brand name and marketing
collaboration.
In 1976 an exceptional real estate
company is launched and created from
the same passion that that guides the
auction house. Today we are a
commanding presence in the
representation of the world’s most unique
properties. The collaboration between
auction and realty utilises a combination of
unique and exclusive marketing efforts that
provide targeted exposure to a coveted and
influential audience, artfully uniting
extraordinary homes with extraordinary
lives throughout the world.
“The Sotheby's name is celebrated for
selling precious objects.... we simply sell
some extraordinary places to display
them”.

A Global
Connection
The Unique properties occupy a
different place in the world. They
attract interest far beyond your local
market. The Sotheby’ s International
Realty® brand provides a truly global
network, allowing us to offer our
clients the advantage of a relationship
with a national and worldwide
community of professionals, providing
extraordinary exposure to all of our
properties.
23,000 1,000 70
Sales
Associates
Offices
Worldwide
Countries &
Territories

Sotheby’s South
Africa
The South African affiliation to the
Sotheby's International Realty® network
began in July 2000 when Lew Geffen
Estates joined the Sotheby’s network.
Over the next 20 years Lew Geffen
Sotheby’s International realty grew to
become the single biggest operation
outside of the US and is proud to be a
member of Sotheby's International
Realty® worldwide which has 1000
offices and 23,000 sales associates
located in 70 countries and territories
globally.
Being part of the world wide Sotheby’s International Realty brand designation
brings an enhanced level of capacity and professional services to our South
African clients that is unparalleled in the marketplace and has led to our
average per capita selling price to be the highest in the country. The Sotheby’s
International Realty brand is relied upon for expertise and discretion and has a
long history of exceeding the expectations of the world’s most discerning
clientele when marketing and selling property.

Your Property
Professional
Richard Burgess provides services to buyers
and sellers of luxury homes along Cape Town’s
sought after Western Seaboard. The areas
include Sunset Links and Sunset Beach, West
Beach, Bloubergstrand, Big Bay, Atlantic
Beach Estate and Melkbosstrand.
Richard has been based in the area for the
past ten years and is no stranger to selling
luxurious homes. Prior to joining Sotheby’s
International realty, he worked for a leading UK
luxury real estate brand with its headquarters
in Mayfair London and one of South Africa’s
premier auction houses, selling large estates
and wine farms across the Western Cape.
Richard comes from a background in
International commerce and has a wealth of
sales and marketing experience. He has
developed a keen understanding of what it
takes to accurately portray luxurious properties
to a discerning clientele and offers both regular
and discretionary marketing services
“Every seller is unique and
requires a different
approach to selling their
home…….I can sell your
home with maximum
exposure or with the
highest discretion, you
choose”

Showcasing Your
Property
Every property listed with a Sotheby’s
International Realty exclusive mandate
benefits from the full impact of the brands
prestige and global reach. Your properties
journey will include:
Strategic Pricing
Pricing is part art and part science and is
one of the most critical elements of a
successful property transaction. A
comparative market analysis is compiled
taking your homes unique characteristics
and current market conditions into
account. The result is an optimal sales
price designed to attract the maximum
amount a willing buyer is prepared to pay.
Captivating Staging
The listing is prepared for sale by consulting on how
to curate the property for potential buyers so that
they can easily visualize themselves in the property.
This could include making recommendations for
enhancing the exterior and interior of the property.
Photography & Videography
Marketing a Luxurious home revolves around
professional photography and videography. Your home
will be showcased to highlight its unique elegance and
beauty using the highest quality photography and
videography.

Iconic Sign Board Installation
The Sotheby’s International Realty brand has become synonymous with wealth
creation. Your choice in brand affects the perceptions that buyers hold of your
home. It is important to choose a brand that reflects your aspirations, and having a
Sotheby’s International Realty board outside your home positively affects the
perception of value that buyers will have of your home upon arrival.
Artful Copy
There is an art to selling luxurious homes. We understand the lifestyle our
audience is looking for is just as important as the home itself and we convey that
in all our marketing content. We are able to position your property in its finest light
to showcase its true value
Targeted Advertising
A Targeted advertising campaign is launched which includes print, digital and
social media. The Sotheby’s International Realty advertising plans are driven by a
consumer-centric approach, targeting potential homebuyers at all stages of the
real estate journey.
Listing Distribution
We communicate via a combination of SMS, property broker-to-property broker interaction and interactive digital & global media
with our comprehensive database of local and national and international buyers and marketing partners, ensuring maximum
exposure for your property.
Network Distribution
Our national and international web sites are the core of an integrated online marketing campaign to showcase your home to highly
qualified visitors. Your listing will also benefit from additional high-exposure in our local and global affiliate network websites.

Distinguished
Marketing Strategies
Lew Geffen Sotheby's International Realty
sets the world's standards for marketing
and selling distinctive residential properties.
Our specialised marketing program and
proprietary marketing tools enable you to
access the global buying pool by marketing
properties to the world at large - locally,
nationally and internationally.
The quality and distribution of our
marketing materials, combined with our
international positioning and strategic
partnerships enable us to streamline and
enhance the sales process. By leveraging
off a range of innovative marketing
channels our clients benefit from our
marketing and allow us to do what we do
best - sell masterpieces in every area:
“Local focus with a global
perspective”

National Web
Site
Our national website showcases over 7000
homes from 64 offices throughout South
Africa, providing the viewer with a
comfortable, easy to navigate, intuitive
experience that showcases our clients’
homes.
On a national level our listings also benefit
from additional exposure to the following
websites and property portals:
PrivateProperty, Property24, SA Home
Traders and IOL
www.sothebysrealty.co.za
80,000 350,000 25%
Website
Visits
2020 Monthly Statistics
Property Page
Views
Traffic
Increase
(YOY)

Global Web Site
Our global website, sir.com attracts more
consumers than any other luxury real
estate website. Millions of viewers to
immerse themselves in our collection of
3D virtual reality tours, ultra high-definition
videography, and high-resolution
photography, showcasing each homes
unique character.
South Africa is ranked as the
country with the10th highest
source of visits to the Sotheby’s
International Realty global web
site
www.sir.com
37M 130M 52M 52%
Website
Visits
Page
Views
Property
Page
Views
International
Visits
2020 Full Year Statistics

Mobile App
The Sotheby’s international Realty mobile app is the only luxury real estate
app that serves properties in 70 countries. The app can be downloaded for
Android or Apple and connects with our local and global agents around the
world. Buyers can use GPS to locate homes and learn about the local
lifestyle amenities with our points of interest tool bar, showcasing local
restaurants, golf courses, resorts and more. With an ever increasing
amount of home searches performed from a handheld device it is vital to
have a best in class app that meets the needs of todays home buyers.
61% of all Sotheby’s
International Realty web
site searches are
performed on a mobile
device

Print and Digital
media
Lew Geffin Sotheby’s International Realty takes great pride
in producing top notch print and digital marketing pieces
that showcase our best in class photography. Articulating
the properties story in print is crucial, we craft refined, high
quality interactive print and digital brochures, adverts and
ecards that showcase the properties unique features

Publications
Private Edition
Private Edition is a quarterly luxury magazine
targeted at and read by 18 000 of South Africa’s
highest net worth individuals. The magazine is an
industry benchmark for quality and style and offers
an intelligent, provocative read that characterises
sophistication and style, with substance. Each issue
features a Chairman’s Letter plus 16 pages of our
showcase property listings
Reside
Conceived in the belief that home and living in full
are inextricably entwined, RESIDE is the Sotheby's
International Realty brand’s magazine devoted to
the finest in inspirational homes and lifestyles
worldwide. RESIDE is available through a custompublishing
program for our affiliate network, coupled
with a robust digital presence which extends the
global reach of the content .
Habitat Magazine
Habitat Magazine is the quintessential home and decor magazine in South Africa.
Habitat offers an exclusive distribution strategy to hotels, lodges and top retail
outlets, thus ensuring that our properties are showcased to the perfect target market

The Voice of Luxury Real Estate
When it comes to luxury real estate, we drive the conversation. Our South African Broker Principals are
most regularly quoted as authoritative voices of the real estate industry in the media and as experts who
are knowledgeable of market conditions and trends. This in turn ensures that the Sotheby’s International
Realty brand is consistently established in the minds of home buyers

Exclusive Media
Partnerships
The exposure and worldwide reach of our
listings is a crucial piece of what sets us
apart from the rest of the industry. Our
global property market ing partners include
the most authoritatIve news, lifestyle, and
financial voices, as well as real estatecentric
websites. Additionally, once a home
is showcased on sothebysrealty.com, it is
exclusively marketed on more than 100
Sotheby’s International Realty affiliate
websites around the world.
Sotheby’s International Realty properties are viewed an
astounding 140,000,000 times across all of our partner sites

Social Media
We use social media to connect your home to our vast community of real estate intenders and
influences from across the globe. Social Media, like real estate, is about connecting people and
cultivating relationships, which makes it the ideal tool for marketing your home. When used artfully,
social media is not only a buzzword but a powerful marketing vehicle. It has massive global reach,
as well as the ability to engage and interact in real time.

Apple TV
The Sotheby's International Realty Apple TV app is designed to fully immerse consumers.With our
innovative app, homebuyers can discover Sotheby?s International Realty brand properties from the
comfort of their living rooms. Unique to our app, users can explore our extraordinary offerings via
lifestyle and amenities, and can highlight properties and recent searches.

Accolades
The Sotheby's International Realty® brand is truly synonymous with exceptional service that continues to exceed our clients'
expectations, and has been the proud recipient of many local and international property awards:
• Repetitive CNBC Five Star Gold Awards for ‘Best Real Estate Agency', ‘Best Website' and ‘Best Real Estate Marketing'
• Superbrand Status
• 'Best in Category' for Real Estate Franchisee Satisfaction Award
• The Hermes Platinum Award for creative excellence and outstanding design and editorial for RESIDE® magazine
• 'Most Prestigious Real Estate Company' as voted by the Luxury Brand Status Index Survey

Richard Burgess
richard.b@sothebysrealty.co.za
+27 (0)76 423 2940
+27(0)21 401 4338