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Our Approach to Marketing


Professional photography: We have our own experienced in-house photographer to best capture the details of each home. Having lots of high quality photos has become even more important with the increasing number of homebuyers starting their search online. THE NATIONAL ASSOCIATION OF REALTORS® (NAR) tells us that approximately 90% of homebuyers begin their search online. RIS Media also notes that homes with more photos online sell more quickly (Source: RISMedia, Gar Benedick, 04/01/08 ).
Beautiful brochures: We create high quality brochures of each home with large, high-resolution photographs and important details about the home. We know that buyers are often looking at several houses in a short period of time. Therefore, it is important that our brochures are enticing representations of the character and beauty of each home, while reflecting the elegant look and feel of Sotheby’s International Realty. Simply put,an MLS printout is a disservice to a home and homeowner and will not attract a discerning buyer, and at Gibson Sotheby’s International Realty, we want to represent your home in the best way possible.
Signage: We place an elegant Gibson Sotheby’s Internation Realty sign on each property, using our brand’s reputation as a top luxury retailer to entice clients. We also provide simple instructions to gain access to our text-to-MLS service, allowing each passerby to gather price, square footage, numbers of bedrooms and baths, and more information about your home. This encourages buyers who may not want to speak with an agent to seek property information in a more comfortable fashion. This service makes accessing information faster and easier for the buyer, who no longer needs to wait for Internet access to learn about your property.
Sharing information with other brokers: We share photos and details of your home via several listing information services, including Sotheby’s International Realty affiliate network, MLS and LINK (where appropriate). These services allow other agencies to see that your home is available for sale. Some agents also enroll active buyers in automatic updates generated by these services. Our entries are then seen by those potential buyers.
Property-specific marketing plan: We can create a customized marketing plan for individual properties. These strategies are designed to best position a home in the marketplace, identify ways to reach out to each appropriate audience and to create an action plan for the first three to six months of marketing the home.
eGallery: This display system is exclusive to homes in the Sotheby’s International Realty® network. It is a breathtaking selection of local and international homes that are displayed on flat screen monitors in Sotheby’s International Realty and auction house locations.
Email marketing: We use a dynamic email marketing service to creatively reach a variety of audiences. Features include automatic social media distribution (to Facebook, Twitter and more), clickable maps, one-click access to additional property information, one-click access to the listing agent, and more. Our recipient lists include thousands of area brokers in the region, client lists and Gibson Sotheby’s International Realty’ network of over 190 agents. We frequently announce Broker Open Houses, Public Open Houses and price reductions via this channel.
Broker Open House: In many cases, we recommend hosting a Broker Open House at your property. In the age of Buyer’s Agency, it is critically important to appeal to real estate agents, as well as the buyers they represent, to gather the largest audience. This is a widely accepted method for agents to learn about your property, while networking with colleagues.
Public Open House:In some cases, a Public Open House can be an effective way to appeal to active buyers. It can also attract neighbors who may then share the news of your home’s availability with their friends, family and colleagues.
International print ads:We advertise in several major international publications, such as The Wall Street Journal, The International Herald Tribune, Luxury Properties, Country Life, The New York Times, Financial Times, and more. This further bolsters the international exposure from our online data feed. A survey in late 2010 by the Association of Foreign Investors in Real Estate (AFIRE) ranked Boston as the #3 most desirable city in the US for investors in 2011. Of the respondents, 72% indicated that they intend to invest more in 2011 than in the prior year.
Direct mail:We design full color, glossy direct mail pieces to be sent to a target audience. These postcards communicate critical property information, while reflecting the elegant look and feel of Sotheby’s International Realty’s® homes.

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