Scenic Sotheby’s International Realty was well represented at the Sotheby’s International Realty® Global Networking Event 2017. Held at Wynn in Las Vegas, the 3-day event which began on September 25th assembled over 2,400 of the world’s top luxury real estate agents, with more than 155 of the brand’s companies represented from 34 countries and territories worldwide.
At a brand marketers only pre-session, Scenic Sotheby’s International Realty Director of Marketing Will Maberry helped demonstrate a new tool that enables marketers at affiliate offices to implement the new 2018 Sotheby’s International Realty LIVE marketing campaign using luxury homes for sale in their local markets.
The location, the style, the feeling you get when you walk through the door – every aspect of your home should be a reflection of who you are, where you’ve been, and the life you aspire to live. Your best life begins with a home that inspires you.
Sitting down with Sotheby’s International Realty Chief Marketing Officer Kevin Thompson was headlining keynote speaker Martha Stewart – founder of Martha Stewart Living Omnimedia, who shared the journey of creating a global lifestyle brand and the importance of regularly evaluating your brand and its audience. Stewart’s remarks tied into a presentation made by The Boston Consulting Group, which recently completed an exhaustive evaluation of the Sotheby’s International Realty brand. The new LIVE marketing campaign was designed to appeal to the emerging luxury consumer identified by BCG, as well as the Sotheby’s International Realty brand’s established audience.
Two Scenic Sotheby’s International Realty team members were among the 85 affiliate members invited to sit on breakout session panels. Agent Jonathan Spears – among the top 250 agents in the United States by sales volume according to REAL Trend’s The Thousand – shared his insights to doubling sales by leveraging the Sotheby’s International Realty brand to a packed room of more than 600 attendees. Our Chief Operating Officer and Sales Manager Wes Madden spoke to positioning a business for profitable growth.
Members of our group attended breakout sessions covering topics including:
- Building a Marketing Plan for Trophy Properties
- How Great Content Drives More Business
- Embracing the Sotheby’s International Realty Brand to Attract New Business
- Differentiate. Compete. Win. Repeat.
- New Developments
- Effectively Using Social Media to Generate Business
- Controlling Your Digital Brand and Driving More Business
- Creating Memorable Customer Service
- Beyond First Class
Jeff Hargett, senior corporate director of culture transformation at The Ritz-Carlton Leadership Center gave an engaging and dynamic speech about the power of excellence in customer service, and creating unique client experiences.
In May, the Sotheby’s International Realty brand partnered with New Story – a non-profit organization that puts 100% of donations towards transforming dangerous living environments into communities of safe, sustainable homes, for $6,000 a home. At the Global Networking Event, New Story CEO and Co-Founder Brett Hagler challenged attendees to sponsor 100 homes in Mexico. At the closing reception, Hagler announced that our group had soared past this goal, donating over $900,000 to build over 150 homes! By the time the next Global Networking Event convenes in 2019, an entire community will have been transformed. New Story delivers a move-in video for each home completed to share the excitement of this incredible effort with every donor, and we cannot wait to see each one!
The Sotheby’s International Realty network currently has more than 21,000 affiliated independent sales associates located in over 900 offices in 68 countries and territories worldwide. In addition to the referral opportunities and widened exposure generated from this source, the firm’s brokers and clients benefit from association with the Sotheby’s auction house and worldwide Sotheby’s International Realty marketing programs.