2022 Agent Playbook Presentation

2022 Agent Playbook Nothingcompares. S OT H EB YS REA LT Y.COM INDIANAPOLIS INDIANA

I N T RODU CT I ON RA N CH O PA LOS VERDES, CA L I FORN I A Today, clients are looking to connect with real estate professionals in new ways. The smartest agents are reinventing their efforts and evolving with the help of tools that simply weren?t available in the past. Together, we create experiences for our clients unlike any other luxury real estate network in the world. This playbook has been designed to stay current with consumer trends and make an impactful statement in your market. We have broken down some of our most powerful marketing tools into simple, actionable items that you can utilize to promote yourself and broaden your reach. By leveraging the Sotheby?s International Realty®brand in a modern way you can truly elevate your business to the next level. We hope this playbook helps you fully harness the power of our brand.

Contents YOUR M ARKETING OUR BRAND Distribution Partners Nothing Compares Campaign YOUR BUSIN ESS Co-op Advertising Global Media Plan Access GPS Unit Social Media Content Agent Profile Email Marketing Global Network Personalized SIR App Social Ad Engine Sotheby's Auction House CRM Public Relations Gifting Collection Learning Platform Luxury Outlook Brand Events RESIDE® Uncorked YOUR LISTINGS The Collection New Story Design Vault Keystone & ICON Brand Standards Listing Presentation Virtual Staging Apple TV

Access Our communication and collaboration platform - access.sir.com - offers many exciting features and acts as the gateway to all our brand has to offer. HOW DO I USE IT? Login to access.sir.com using your brand-provided @sothebysrealty.com email address. Navigate through the main menu to view the latest updates, access brand applications, and collaborate with Sotheby?s International Realty®peers around the globe. You and your clients benefit from access to the most current data, tools, and resources, helping you facilitate day-to-day operations and elevate your business. ACCESS

Your Agent ProfilePage on sothebysrealty.com The latest agent profile pages on sothebysrealty.com offer more opportunities than ever to showcase your personality, business style, and market expertise. HOW DO I USE IT? You can use the new agent profile page like your very own website. It is important to have an updated, well-written bio, and a current headshot. The new agent profile page also contains a few notable changes that require additional details about you. You can now include agent video, awards, quotes, and stats on your page. Collecting as many of these assets as possible will allow you to build an engaging profile to share with your spheres. AGEN T PROFI L E PAGE 25,000 1,000 77

Personalized App The Sotheby?s International Realty®mobile app is designed to have the same user experience, features, and functionality of sothebysrealty.com ? language translation, currency conversion, inclusion of your HD property videos, 3D virtual reality tours, lifestyle searches, destination pages, developments, and more. This new app can be personalized for each sales associate at no additional cost. HOW DO I USE IT? Include your personalized app in your listing presentation, share with clients during meetings and showings, or make it a part of your email marketing campaign. Personalized URLs with your first and last name have been created for all sales associates in the Sotheby?s International Realty network. Access your personalized page on your mobile device directly and download from your respective app store. Personalized URL structure as follows: app.sir.com/ sir[ FirstNameLastName] If your brand login ID/ Vanity email includes a number, the URL will follow the same format: app.sir.com/ sir[ FirstNameLastName# ] SIR MOBILE

Customer Relationship Management (CRM) Cloze provides a CRM platform that automatically keeps track of your email, phone calls, meetings, documents, Evernote, LinkedIn, Facebook, Twitter, and more. Cloze?s learning algorithm knows who is important to you and automatically prompts you when it is time to reach out, so you?ll always be on top of things. HOW DO I USE IT? Cloze is a native mobile app making it easy to access all its features from your phone. Everything you can do on mobile you can also do on the web. Once you sign up and create your account, the app will help you get set up and ready to go. Please contact your brokerage marketing expert to inquire about your brokerage?s CRM tool of choice. I N T EGRAT ED CRM PL AT FORM

LearningPlatform Next Level Learning Platform by Sotheby?s International Realty is a dynamic, interactive and digitally driven learning platform aimed at enhancing and boosting the brand?s learning and training offerings for you. HOW DO I USE IT? The platform will enhance your learning experience at every stage. Additionally, as the platform is designed to be highly interactive, it allows you to directly access what you need, when you need it. Head to the Learning Library where you will find a wide array of courses easily categorized by type and content. N EXT LEVEL LEARN IN G PLATFORM

Design Vault Design Vault is a complimentary design tool that allows you to create agency-quality marketing campaigns for you and your business. This is an easy tool for creating elements for both print and digital placements within your listing?s marketing plan. HOW DO I USE IT? The templates in Design Vault already match the brand campaign aesthetics, so all you have to do is personalize the ad with your listing photos and your details. You can also send your items to a professional printer in a few clicks and easily share your graphics to social media with optimized integration. You must be logged in to Access to use the button below. DESIGN VAULT OVERVIEW DESIGN VAULT

Presentation Suite Presentation Suite is an innovative listing presentation tool that allows you to easily showcase all the features and benefits that you can offer a potential seller. The presentation templates have complete pages leveraging the brand?s heritage, technology, and innovation differentiators. There are also pages available for customization with your own content that can include your sold properties, presence in your community, and more. HOW DO I USE IT? The goal of an effective presentation is to successfully articulate a comprehensive and continuously updated list of features and benefits provided by you, by your company, and by the Sotheby?s International Realty®brand to maximize the value proposition for the client. Please contact your brokerage marketing expert to inquire about your brokerage?s listing presentation tool of choice. PRESEN TATION SUITE

B EFO RE Virtual Staging A FT ER Virtual staging is the transformation of a single photo into a uniquely virtually staged scene. It helps listings that are not furnished or in need of a refresh, look more appealing. Virtually staged photos can be used for online marketing exposure on sothebysrealty.com, Apple TV, and SIR Mobile, and will also be sent to the brand?s syndication channel partners. Any property can be transformed with virtual staging technology. HOW DO I USE IT? Include virtual staging in a listing presentation as a unique tool that allows you to enhance and expedite the process of showing a home to prospective buyers. Use virtual staging on sothebysrealty.com and other media outlets to promote a listing that can benefit from a redesign ? all without the cost of physically renovating or staging. VIRTUAL STAGIN G

AppleTV Our innovative Apple TV app offers consumers the big-screen details of our properties in the comfort of their living rooms. Displaying our high-definition photography and videos in a large-screen format allows us to showcase our brand properties with impact no other company can match. HOW DO I USE IT? Download the app on the Apple TV app store and search for ?Sotheby?s International Realty.?Use Siri voice dictation to search by city, state or country and also to directly contact a sales associate on every property listing. You can also explore via our Lifestyle visual search, featuring properties that exemplify each consumer?s unique passions. ABOUT THE APP

Property Distribution The Sotheby?s International Realty®brand provides unparalleled exposure and worldwide reach for our listings? a crucial piece that sets us apart from the rest of the industry. Once a home is showcased on sothebysrealty.com, it is exclusively distributed to more than 100 Sotheby?s International Realty affiliate websites around the world. HOW DO I USE IT? The Property Distribution graphic highlights the global reach of the Sotheby?s International Realty brand. The syndication graphic illustrates the immense value of the curated websites and is a local market differentiator. Offices that do not create their own syndication graphic can leverage the brand graphic on Access. PROPERTY DISTRIBUTION

Cooperative Advertising The Sotheby?s International Realty®cooperative advertising program, in collaboration with Sky Advertising, provides an array of print and digital options for listing advertising. This program leverages high-profile, global media partners and offers targeted reach and vast worldwide exposure at pre-negotiated rates. HOW DO I USE IT? The Cooperative Advertising program offers relevant advertising opportunities strategically curated to reach targeted buyers. Visit skyadgroup.com/ sothebysrealty to view the full print and digital cooperative advertising offering, as well as to place your reservations. SKY AD GROUP

N EW YORK CI T Y Global Property CA RI B B EA N Search Ad Unit HONG KONG M EXICO Our worldwide reach and media partnerships help bring your listing unparalleled exposure to affluent consumers. The Global Property Search (GPS) ad unit is one example of how powerful our proprietary list of media partners can be for you. This ad unit, which populates across multiple media partner sites, draws a remarkable number of clicks and impressions. HOW DO I USE IT? The images on the right show you where we advertise your home, how your ad will look, and how it is geo-targeted to match consumers?interests. When potential buyers click on your ad, they are taken back to the detail page on sir.com. These digital ads make quite an impact. Always on, targeting local and feeder markets, the GPS ad will be displayed through worldwide media placements such as The New York Times, Architectural Digest, AD Mexico, Financial Times, The Wall Street Journal, Nikkei, Dwell, PropGoLuxury, James Edition, and ImmoScout. LIVE EXAM PLE 2 0 2 2 M ARKETIN G BROCHURES

Email Marketing Campaigns ActivePipe is an enterprise email marketing solution that helps you deploy beautiful, professional, and mobile responsive emails in minutes. The Sotheby?s International Realty®brand will be using this platform to provide branded email templates to promote properties and programs to your local markets. HOW DO I USE IT? The ActivePipe editor is integrated with the Sotheby?s International Realty listings database for easy drag and drop of property information. You will be able to use the pre-designed templates to showcase new or coming-soon listings, announce an open house, or create your monthly newsletter. The tool also allows you to create distribution lists, categorize your contacts, and manage your database. Please contact your brokerage marketing expert to inquire about your brokerage?s email marketing tool of choice. ACT I V EP I P E

Social Ad Engine The Sotheby?s International Realty®Social Ad Engine is a proprietary, custom-built platform designed with agents in mind. In under five minutes, you can launch a campaign to reach new audiences, drive new leads and increase traffic to your listings webpage. It's fast, simple, and effective HOW DO I USE IT? Simply select a property or template to promote, confirm the campaign copy and assets, select your targeting and let Social Ad Engine do the rest. Campaigns are automatically optimized using Facebook?s industry-leading algorithms to ensure your ad dollars are working for you. SOCIAL AD ENGINE

Public Relations Sotheby?s International Realty is the most profiled real estate company in the press. Which, of course, is a huge advantage to you, your clients, listings, and sales. As a result of our PR team?s strong relationships with leading media outlets, we are able to generate greater exposure for your business. PR efforts not only showcase the remarkable properties we represent around the globe, which ultimately helps increase traffic to our website, the team is well-versed in industry trends and insight, presenting added exposure opportunities for you to illustrate your expertise and leadership in your respective market. HOW DO I USE IT? If you have a special property that could be a candidate for additional public relations exposure, be sure to let us know in a timely fashion. Connect with your company?s marketing contact to review and submit to the corporate PR team. PR RESOURCES

Luxury Outlook Launched in 2021, the brand?s Luxury Outlook report offers a deep dive into high-end residential markets across the globe. The report evaluates trends happening in the world?s primary and secondary markets, as well as the wealth trends that will drive discretionary investment decisions. In 2021, the report generated more than 730 press placements and broadcast interviews with Yahoo!, FOX Business, and Barron?s, reaching an estimated audience of one billion. HOW DO I USE IT? Share this year?s Luxury Outlook report with your sphere of influence using the ActivePipe template. Customize the report on Design Vault with your local market information and current listings to build trust and credibility among clients. Design Vault also offers social media assets to post on your various channels. LUXURY OUTLOOK

RESIDE® Magazine The Sotheby?s International Realty®brand has an exclusive custom publishing relationship with The Wall Street Journal Barron?s Group so that affiliate offices around the world can present their own customized issue of RESIDE magazine to their local markets. In addition, the robust digital presence of RESIDE offers you the opportunity to leverage this content in your email and social media content strategies. RESIDE differentiates agents in their local market and positions them alongside pages of inspiring content. HOW DO I USE IT? Affiliate editions of RESIDE magazine present a unique opportunity to achieve brand differentiation in your local market while also advertising your listing inventory. For offices that do not create a custom edition, you can still leverage this outstanding content in your digital marketing and social media efforts by utilizing RESIDE assets in Active Pipe and Design Vault. RESIDE® OVERVIEW RESIDE® DIGITAL EDITION

TheCollection The Collection is the exclusive marketing program for private listings and new-to-market notable properties represented by Sotheby?s International Realty. This program reaches top clients of the Sotheby?s auction house. Each quarter, more than 7,250 preferred members receive an email promoting the new collection of properties available for their exclusive preview. To enhance exposure of these exclusive properties, The Collection is also distributed to a list of top sales associates affiliated with the brand. HOW DO I USE IT? Secure new listings by offering private previews to top clients of the Sotheby?s auction house. This is an effective tool for starting a long-term collaboration with a new client. Work together with your marketing team members to nominate your listings for consideration. T H E COL L ECT I ON

Keystone The Keystone program offers exclusive marketing tools and services to affiliated companies working with new developments. Through promotion on sothebysrealty.com, dedicated materials on access, and alliances with seasoned vendors, the Keystone program arms you with the essential tools for securing and marketing new development projects. HOW DO I USE IT? When preparing a presentation or building your sales and marketing plan for a new development, visit the Keystone section on Access to view the market differentiating tools and services you can use to position your project for success. KEYSTON E ICON The ICON program helps you target the ultra-high-end market with exclusive tools and advertising offerings. HOW DO I USE IT? Our team can assist agents in creating a custom marketing plan for notable homes with unique features, location or price point. The sellers of these homes expect a greater emphasis on targeted communications and events to reach the right buyers. While preparing a presentation or building your marketing plan for a high-profile listing, visit the Icon section on Access to view the market differentiating tools and services available to you. ICON

NothingCompares We created the Nothing Compares campaign with a holistic design system in mind. The campaign can be adapted to work across social media, digital banners, video, print ads and more. Plus, we made it easy to incorporate your listings as well. Of course, the more consistently we use this design system, the stronger our branding becomes. The Nothing Compares ads drove an 11.8% increase in positive brand lift, exceeding recall, awareness, and favorability norms across our established affluent audience as well as the emerging affluent audience. HOW DO I USE IT? When you use templates from the campaign in your personal marketing, clients are more likely to remember and have a favorable impression of you. You can utilize Design Vault to create everything from social media assets to postcards, and ActivePipe for your email communications. N OT H I N G COM PA RES CA M PA I GN

Global Media Sotheby?s International Realty also delivers content by partnering with the world?s leading media powerhouses. These partners' cutting-edge innovation, strategic positioning, and international impact enable our brand to successfully connect with discerning audiences worldwide. HOW DO I USE IT? Our global media partners help us drive leads, website traffic, and brand awareness. We leverage these relationships to articulate the Sotheby?s International Realty®brand strategy and value, a differentiator competitors cannot replicate. Use the Global Media Brochure as a resource to highlight our global reach as well as the specific brand exclusives that truly set us apart. 2 0 2 2 M ARKETIN G B ROCHURES

Social MediaContent Brand videos, brand hashtags, and all published brand content provide rich resources of material you can use to enhance your social media presence. This is an opportunity to present yourself as a member of the Sotheby?s International Realty®network ? with access to all the brand has to offer ? and to add notes about your market expertise. BRAND HASHTAGS: The Sotheby?s International Realty brand has created its own branded hashtags to use across social media. We encourage you to utilize these hashtags on your own social media accounts in order to contribute to a larger, network-wide conversation and enhance your social reach. HASHTAGS TO CONSIDER: Hashtags about your destination (# NewYork, # Cabo, # Rome etc.), real estate/ architecture (# colonial, # penthouse, # victorian, etc.), amenities (# livingroom, # kitchen, # infinitypool, etc.), and lifestyle (# golf, # ski, # waterfront, # ranch, etc.), can be used when relevant ? don?t forget to search your hashtags on Instagram before you use them. Also, make sure your findings align with your goals. # sothebysrealty can be used on all brand-related posts.

Social MediaContent (cont?d) BRAND CONTENT: Any media published by the brand is a resource of curated content you can repost on your own social media profiles. This content includes articles on the blog, press releases, property highlights, lifestyle features, company events, ad campaigns, auction house news, partnership announcements, and much more. HOW DO I USE IT? Using brand content can be as simple as reposting the videos, images, and/ or text into your own social media profiles. For greater engagement with your followers you can choose to edit the text on these posts to speak directly about the properties you represent in your market. Amplify the content created by the brand, and your own original content, using one of the striking templates crafted for you in Design Vault. B RAN D HASHTAGS SOCIAL M EDIA EXPOSURE STAN DARDS & GUIDELIN ES

Social MediaContent (cont?d) LEADING IN LUXURY ON INMAN.COM: The brand presence on Inman?s influential platform is designed to highlight sales associates within our network who can share their expertise with an audience of their peers. Inman promotes the stories every Monday on its homepage and shares the content in its daily newsletter and on Inman social media accounts. HOW DO I USE IT? Sharing the Leading in Luxury articles on your social media profiles or with your contacts ? including excerpts on your email marketing campaigns ? are great avenues for promoting yourself as an industry expert. In addition, we have created templates on Design Vault designed for social media to promote these articles. BONUS! On Mondays, look for the latest brand updates and most recent Inman articles on the brand?s ?What?s New?newsletter. LEADIN G IN LUXURY

Sotheby?sInternational Realty® Global Referral Network The Sotheby?s International Realty brand has offices in the most significant markets in the world. These markets act as catalysts in generating sales traffic for one another. Additionally, our broker-to-broker referral network augments the deep personal connections between sales associates. Sellers benefit from the added opportunities to find buyers through the referral network as well as through Sotheby?s auction clientele. HOW DO I USE IT? Connect with your peers, reach out to other Sotheby?s International Realty offices and sales associates in your feeder markets, participate in both global and local networking events, and work with your referral manager to make sure your referrals are always entered in our system. Click on the magnifying glass in the top menu bar of Access to search our Global Directory for offices and sales associates by name or location. EVENTS CALENDAR GLOBAL REFERRAL NETWORK

Sotheby?sAuction House The collaboration between Sotheby?s International Realty and Sotheby?s leverages our brand?s rich history, heritage, and unmatched credibility. This is a powerful distinguisher in the global markets we serve. Many sales associates have already experienced the power of this partnership by making the auction house a part of their ongoing marketing efforts. HOW DO I USE IT? Sharing auction news, highlights, and upcoming events with your network is an easy and effective way to showcase your connection with the auction house. In addition, we offer complimentary ads designed to communicate your collaboration with the auction house in listing presentations and print materials. Consignment referrals, advertising opportunities in the auction house?s exclusive publications and newsletters, and access to tours of the current exhibitions are some of the additional programs available to you as part of the Sotheby?s International Realty®brand. Contact Tina-Marie Poulin, Manager of Auction Relations, for auction tours and referral info. +1(212) 606-7500 | [email protected] SOTHEB Y' S AUCTION COLLAB ORATION

GiftingCollection Sotheby?s International Realty®Signature Gifts offers an exclusive collection of high-end items designed to impress the most discerning recipients. Present your clients with a bottle of Sotheby?s wine or an exquisite gift from our Signature Gifts collection adorned with our exclusive branded pattern. HOW DO I USE IT? Create meaningful interactions and foster long-term relationships with clients by presenting them with a memorable, branded gift. Visit our Gifting Collection offering on Access to view our full offering. GI FT I N G COL L ECT I ON

Brand Events Our brand events provide unparalleled global exposure and networking with the world?s most-sought-after real estate and luxury enthusiasts. Through immersive, one-of-a-kind experiences, our network delivers exclusive property promotion opportunities. We also partner with the acclaimed Sotheby?s auction house to build high-profile sponsorships, engaging prospective sellers and buyers and showcasing the most inspiring properties in the world. HOW DO I USE IT? Sponsoring or participating in one of these events gives you an opportunity to network with Sotheby?s International Realty®affiliates and to showcase listings to the most affluent clientele worldwide. EVENTS CALENDAR

Uncorked Uncorked is an exclusive Sotheby?s International Realty®wine tasting experience with Sotheby?s Wine featuring Sotheby?s Own Label Collection. The Wine Tasting kits will provide you with the essential tools for hosting a branded Auction event brought right to your door. It?s a true turnkey event and is perfect for an open house. HOW DO I USE IT? With just four easy steps you can host a cost-effective and accessible branded event: Step 1. Purchase a premier wine tasting kit through Xpressdocs. Step 2. Order the tasting wines through Sotheby?s Wine. Please note that Sotheby?s Wine nor their third-party shipper can ship wine to all states and cannot ship internationally. Step 3. Utilize digital host templates available in ActivePipe & Design Vault and welcome banner offered through Xpressdocs, Step 4. Hire caterer for your event location. U N CORK ED

New Story Sotheby?s International Realty chose New Story as our charitable partner because we believe that everyone deserves a safe place to call home. New Story is a non-profit organization that puts 100% of donations towards transforming dangerous living environments into communities of safe, sustainable homes. HOW DO I USE IT? You can sign-up to have a monthly donation go directly to New Story at a denomination of your choice. Assets are available in ActivePipe and Design Vault to share the news of your efforts. This is a fantastic avenue to engage your community while spreading the word about this notable cause. N EW STORY PA RT N ERSH I P N EW STORY VI DEO

Brand Standards The Sotheby?s International Realty®brand is the voice of luxury real estate. Our style guide, ?The Voice of the Brand,?was created to help you communicate with consumers in our distinctive way. While this guide focuses on sothebysrealty.com, the basic tenets apply to every medium. Additionally, as licensees of the name ?Sotheby?s,?the Sotheby?s International Realty brand, is required to follow the brand standards outlined in the Identity Standards Manual. HOW DO I USE IT? Use these brand standards and guidelines to elevate the presentation of your services and to keep you in compliance with the Sotheby?s International Realty brand licensing agreement. Check out these chapters from the Identity Standards Manual to understand proper use of the Sotheby?s International Realty name and mark. Section 2 (Legal Disclaimers, Using our name in text, Website Guidelines, Typography) · Section 3 (Logo Lockup) Section 4 (Signage) Section 5 (Business Cards, Photography guidelines) Section 6 (Teams) IDEN TITY STAN DARDS M AN UAL STYLE GUIDE - VOICE OF THE BRAND

© 2022 Sotheby?s International Realty. All Rights Reserved. Sotheby?s International Realty®is a registered trademark and used with permission. Each Sotheby?s International Realty office is independently owned and operated, except those operated by Sotheby?s International Realty, Inc. The Sotheby?s International Realty network fully supports the principles of the Fair Housing Act and the Equal Opportunity Act.