Purpose
To maximize visibility and ensure all digital listings and campaigns reflect the Sotheby’s brand.

Standards

Property Listings

Always upload professional photos and videos.

Use compelling yet factual descriptions, avoiding exaggeration.

Include key details: square footage, amenities, location highlights.

Email Campaigns

Use Sotheby’s branded templates.

Personalize subject lines to increase open rates.

Segment mailing lists by audience (buyers, investors, past clients).

Social Media

Post only approved visuals aligned with luxury market tone.

Highlight lifestyle elements, not just property features.

Engage respectfully with comments and inquiries.

Performance Tracking

Monitor metrics (open rates, click-through, inquiries).

Share insights in weekly team meetings.

Outcome
Consistent, polished marketing reinforces Sotheby’s reputation and generates higher-quality leads.