Sotheby’s International Realty – Technology & Innovation
If you are considering buying or selling a home this year, please consider how valuable technology has become to the entire process. While the Sotheby’s Auction House celebrates its 274th anniversary in 2018, the Sotheby’s International Realty brand is 42 years old. A company with this kind of heritage isn’t typically associated with being technologically savvy or innovative, yet technological innovation has formed the cornerstone of our business and marketing strategy from the beginning.
Sotheby’s International Realty Canada invests in technology that helps to make more meaningful connections with our clients, to promote our sales people and their listings, and to make technological tools that allow all of our sales professionals and administration staff to be much more productive. There are many aspects to our technology platform and we would like to take this opportunity to introduce you to a few.
The first is FOLIO. Folio is our online software program that allows our sales professionals to connect with their clients, and highlight all of the activities that are being undertaken in the marketing of their home on a local, national, and international level. Virtually every step in the marketing plan is registered in the Folio database. Our clients receive personalized email reports at a frequency they have specified, highlighting the actions taken on their behalf. For example, we record when a property is listed on a multiple listing service, when pictures have been taken, and when a property brochure has been prepared.
The Folio system also reports the various places the property appears in print or online, with convenient links to view the ads wherever they appear. There is also a section where comments from salespeople who have shown the property can provide the listing agent and the client with feedback on the showing, giving crucial information to tweak the marketing strategy. The best part is that most of this process is automated, providing convenience to our sales professionals and industry leading communications to our clients.
Finally, we invest heavily in digital and web marketing to promote our sales people, their listings, and our brand to active real estate buyers and sellers. Our international website, sothebysrealty.com drives 21 million annual visits, with 100 million page views. 55% of those are from international sources. This exposure for our clients’ properties is amplified as all of our listings are simultaneously published to our partner websites such as the New York Times, The Wall Street Journal, Financial Times, and Juwai.com to name just a few. Each of these websites are global in their reach, but have significant local presence. The benefit to our clients is the broad exposure their property receives locally, nationally and internationally.
Our Canadian website sothebysrealty.ca, further caters to online buyers attracting 4 million annual visits, 13 million page views, and generating over 10,000 direct to agent leads. To make sure that all of our listings and our agents can be found online in key and local markets across Canada, we have invested in paid advertising campaigns on Google, Bing, and Facebook, to deliver over 15 million annual impressions for the Sotheby’s International Realty brand. Through these campaigns, we have connected new clients who contact us online to our agents that have resulted in multimillion dollar property listings, and sales in markets coast-to-coast.
Alex Irish & Associates are excited about the innovations that Sotheby’s International Realty continues to invest in. At Sotheby’s International Realty we’re born from heritage but built for innovation!