IMPRESSIONS

INNOVATION

ENGAGEMENT

MARKETING STRATEGYpartner collaboration

for Creating Global Connections

Cover property located in: Sarasota, Florida, United States2

OUR 2012 MARKETING STRATEGY is all about making impressions worldwide. It’s about creating global connections and establishing true consumer engagement. It’s about leveraging exposure, innovation and international impact to showcase the listings our network represents to a broad audience of consumers that value the unique.

To create a true global impact that is primed to deliver 506 million impressions through innovative programs and deep relationships with iconic international brands, we have developed what we like to refer to as a “global halo.”

�is halo a�ords our brand the ability to provide universal exposure for the homes we represent centering on invaluable relationships with the world’s most pre-eminent media powerhouses in both the print and online arenas.

Let’s take a closer look at each unique partner and the associated media strategies that will be deployed, many of which include exclusivity for the Sotheby’s International Realty® brand…

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▶ NYTimes.com accounted for 7.19% of average total tra�c to sothebysrealty.com ▶ Nearly 17,000,000 banner impressions were delivered with approximately 50,000 clicks ▶ iPad partnership became a standard case study for the NYTimes ▶ Rotating tab in Real Estate, Tmagazine and Travel delivered a 0.90% click through rate ▶ iPhone Real Estate app delivering a phenomenal 0.80% CTR

�is year our collaboration consists of presence on the global edition search module, integrated content and an interactive experience in an e�ort to reach millions of their valued readers every day. Our brand stands out with exclusive, media rich advertising units that are being unveiled on the nytimes.com for the very �rst time. �is immersive experience incorporates Lifestyle Video, Showcase Properties and �e New York Times Editorial.

THE NEW YORK TIMESand INTERNATIONAL HERALD TRIBUNE

IN 2011 OUR CAMPAIGN

BROKE NEW RECORDS WITH THE

FOLLOWING HIGHLIGHTS:

For more than 150 years, �e New York Times/International Herald Tribune media family has been a trusted source for providing global news and information. �e Times has won more Pulitzer prizes than any other news organization and remains the leader in overall reach of opinion leaders.

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▶ Exclusive and �xed placement on NYTimes.com Global Homepage ▶ New Interactive Experience featuring rotating cube technology ▶ Users can search for rentals or homes for sale by location, radius and maps

NYT PROGRAM FEATURES

estimated impressions in 2012

300,000,000

GLOBAL EDITION SEARCH MODULE

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NYT EXTRAORDINARY LIVING MICROSITENYTimes.com/sothebysrealty

Our 2012 collaboration with �e New York Times a�ords us the ability to maintain our exclusive “Extraordinary Living” microsite, providing our members with easy access and a comprehensive overview of all the many elements of our unique collaboration.

Extraordinary Living acts as an

exclusive gateway

to the Sotheby’s International Realty

network content and elements of

our 2012 partnership.

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NYT SAFARI IPAD BROWSER▶ New advertising opportunity that provides an e�ective way to showcase our brand ads to readers on NYTimes.com that are using the Safari iPad browser. ▶ Important audience segment – �e iPad is the fastest selling device in history and projected to maintain over 80% market share of the tablet category. ▶ Cool, rich media that displays compelling and engaging advertisements.

Premium ad units provide large, beautiful canvases for our brand

messages.

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NYT

CASCADING PROPERTY SHOWCASECASCADING PROPERTY SHOWCASE

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▶ Introducing technology that has never been done before at �e New York Times, this Cascading Property Showcase integrates listings from our network with news and articles from NYTimes.com

▶ Exclusive custom unit created speci�cally for the Sotheby’s International Realty brand

▶ Immersive experience incorporating Lifestyle Video, Showcase Properties and NY Times Editorial

▶ �is unit alone is estimated to deliver 2.5 million impressions in 2012 rotating in the Business, DealBook, Style, T-Magazine and Travel sections on nytimes.com

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NYT

FILM STRIP UNIT▶ Named a "rising star" by the International Advertising Bureau, this ad is a rich, engaging experience giving full control to the user. ▶ Exclusive custom unit created for the Sotheby's International Realty brand, emulating the Tablet swipe experience. ▶ Dominant platform to showcase signature properties in key markets and by lifestyle. ▶ �is unit will also rotate in the Business, DealBook, Style, T-Magazine and Travel sections on nytimes.com.

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▶ Brand ads featured in award-winning photojournalistic slideshows ▶ Exclusive interstitial unit at the beginning and the end of select slideshows ▶ 90% of users who begin a NYT slideshow view it to completion ▶ �is unit now also features property video only from the Sotheby's International Realty brand

90%OF USERS WHO BEGIN A NYT SLIDESHOW VIEW IT TO COMPLETION

SLIDESHOWSNYT

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Reaching more than 30 million global unique visitors a month with more than 10 million outside the United States, �e Wall Street Journal Digital Network is the web’s largest publisher of original business news and �nancial information. Led by two of the most respected internet brands, WSJ.com and MarketWatch, it o�ers editorial coverage and innovative advertising solutions second to none.

▶ Search pages banners received a 0.50% click-through-rate (CTR). ▶ “Skybox” unit has performed exceptionally with a CTR of 2.04%; the May 2011 CTR for our brand’s ad unit remains the highest for ANY placement across all of the WSJ Digital Network. ▶ Banners featured in the US Life & Style Widget received 0.40% CTR. ▶ �e Asia Life & Style Widget received 73,576 page views. ▶ Over 15,000 recorded clicks to our exclusive microsite.

{{THE WALL STREET JOURNAL

WSJ PROGRAM FEATURES:

Global banner presence across the entire

Wall Street Journal Digital Network

WSJ DN 50MILLION MONTHLY VISITORS

YOY GROWTH47% WSJ China 2.89MILLION

MONTHLY VISITORS

YOY GROWTH40% WSJ Japan2MILLION

MONTHLY VISITORS

YOY GROWTH214% WSJ Europe2.7MILLION

MONTHLY VISITORS

YOY GROWTH41%

2011 INNOVATIVE GROWTH, DROVE RESULTS…

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SET TO DELIVER 33 MILLION MEDIA IMPRESSIONS IN 2012, our collaboration with �e Wall Street Journal o�ers our brand global reach and exposure for the listings we represent through its U.S., Europe and Asian websites and a dedicated presence among key local markets. �is exclusive relationship provides direct access to a relevant audience of consumers seeking �ne luxury properties, and reinforces our position as the premier real estate brand in the world with relevant editorial alignment and engaging new custom content.

Experience the full impact of our

2012 partnership with

The Wall Street Journal

via our EXCLUSIVE microsite

on wsj.com/sothebysrealty

As part of our 2012 commitment with �e Wall Street Journal, an exclusive microsite was developed to showcase our relationship with �e Wall Street Journal Digital Network. �is microsite found at www.wsj.com/sothebysrealty acts as a entrance to the full collaboration that exists between our two global brands.

NEW EXCLUSIVE WSJ MINI MICROSITE

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WSJTHE BUSINESS OF EXTRAORDINARY LIVING AD UNIT▶ Custom unit providing high visibility and brand dominance on wsj.com/real estate section front ▶ Page ownership within key content, showcasing Sotheby’s International Realty high impact photography ▶ Full year presence across U.S., Europe and Asia WSJ website platforms ▶ Unit includes a large palette featuring property video

ESTIMATED TO RETURN 2.9 MILLION IMPRESSIONS IN 201214

WALL STREET JOURNAL

FIXED SKYBOX AD UNIT

▶ Fixed position within WSJ real estate home page ▶ Primed to deliver 1.2M media impressions

This unit achieved the highest click-through-rate across WSJDN in 2011

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WSJLIFE & STYLE CULTURE AD UNIT▶ A prominent �xture with WSJDN’s premium lifestyle news and editorial with ownership of the Life & Culture Listings unit on US, Europe and Asia sites. ▶ Reinforces our position as the premier luxury real estate brand in the world with relevant editorial alignment and engaging new custom content.

10,250,000 impressions in 2012

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BBC [BRITISH BROADCASTING CORP.]Readers of the BBC.com have come to enjoy its “Living In” series, which the Sotheby’s International Realty brand exclusively sponsors. �e BBC is the largest broadcasting organization globally, and this column takes users on a journey deeper into cities, regions and countries around the world. “Living In” opens doors to locations and places that position our network directly in front of readers looking for vacation rentals or second homes.

▶ 35M impressions delivered - 7x more impressions than projected ▶ Provided strong impact for our brand by reaching consumers in 133 countries ▶ Mobile devices drove 872,000 impressions with .80 click-through-rate

In 2011, results of this collaboration spoke for themselves:

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2012BBC PROGRAM FEATURES▶ Exclusive sponsor of expanded Living In program, entitled “Once You’re �ere”—focusing on the world’s most amazing destinations ▶ Integration of additional featured locations and listings from our network ▶ Positioning local brokers as experts in targeted regions ▶ Social media e�orts to drive content awareness

Designed to deliver

74 MILLIONMEDIA IMPRESSIONS

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THE TELEGRAPHFor well over 150 years �e Daily Telegraph has been delivering an established, elite audience and is the best selling newspaper in the United Kingdom. �e Telegraph’s online audience of more than 32 million visitors is exposed to the “World’s Best Places to Live” series that the Sotheby’s International Realty brand exclusively sponsors, where hundreds of locations around the world were evaluated to determine the “world’s best places to live.” Custom articles highlight each unique location and are placed on the telegraph.co.uk.

In 2011 the “World’s Best Places To Live” section tra�c grew by 565% and our brand saw a .36% click-through-rate with 250,000 page views on our market pro�les.

Telegraph 2012 program features▶ Exclusive sponsor of “World’s Best Places to Live” section on telegraph.co.uk ▶ Network listings will be displayed in �e Telegraph’s search portal with interactive pinpoint maps ▶ Geared to deliver 4.5 million media impressions

telegraph.co.uk/bestplacestolive

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FT.COM AND SCMP.COM�e Sotheby’s International Realty network and the listings we represent are also found on the South China Morning Post and Financial Times websites, positioning a home in front of the world’s most a�uent buyers. �ese websites combined will deliver approximately 5 million targeted media impressions in 2012 with strategically placed banner ads featuring listings represented by our network.

targeted media impressions

approximately5MILLION

in201220

YOUTUBE�e Sotheby’s International Realty Brand Channel on YouTube is a destination providing limitless exposure for the properties and lifestyles represented by our network. Our YouTube channel houses what we like to think of as the new standard in property video where consumers will �nd journeys into the exceptional… opening doors to the most magni�cent homes available anywhere and at any price.

In addition to receiving THREE BILLION VIEWS PER DAY, YouTube is:

▶ �e number one online video site ▶ 2nd largest search engine ▶ 3rd largest website in the world ▶ 60% of all worldwide video streams occur on YouTube ▶ 48 hours of video is uploaded to YouTube every minute

youtube.com/sothebysrealty

and your listings

DrivingYouTube Viewership

to our Channel…

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NATURALLY THE YOUTUBE environment provides an exceptional platform to showcase our brand’s video content and we are driving awareness of our brand’s channel through a rich and targeted media plan comprised of organic search, standard banner ads and insteam video units throughout YouTube in an e�ort to amplify viewership of our brand’s channel.

�rough behavioral and demographic targeting, YouTube has been able to help us identify key demographics that frequent their site, which allows us to expose our properties to just the right audience of:

▶ Real estate intenders ▶ Luxury goods consumers ▶ Cultural sophisticates ▶ Culinary a�cionados ▶ Home & garden enthusiasts

All property videos featured on our YouTube brand channel are automatically distributed to many sites and devices including Facebook, Twitter and mobile devices in an e�ort to create viral appeal for your listings through powerful, real-time engagement experiences.

youtube.com/sothebysrealty

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© MMXII Sotheby’s International Realty Affiliates LLC. All Rights Reserved. Sotheby’s International Realty® is a registered trademark licensed to Sotheby’s International Realty Affiliates LLC. An Equal Opportunity Company. Equal Housing Opportunity. Each Office Is Independently Owned And Operated.