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thepeninsula1

Our new in-house magazine is a great marketing tool

With the launch of The Peninsula Magazine, we’ve devised a way to effectively and consistently represent our agents to their high net worth prospects for less than the cost of a full page page ad in the Palo Alto Weekly.

The Peninsula Magazine helps our agents build their brand among affluent consumers by showcasing some of the finest homes available for sale, the neighborhoods that make this area unique, as well as current trends in local and international design, travel, style, art, and wine. The magazine features lifestyle content from Sotheby’s auction house.

Our new direct mail publication reaches over 32,000 single family residences – everyone in our local sphere. We are able to target 100% of the potential home sellers in Palo Alto, Menlo Park, Atherton, Woodside, and Portola Valley. The magazine reaches local buyers, too, as roughly 50% of future buyers are already living in our markets. In fact, within hours of this magazine hitting doorsteps, one of our agents received a phone call about her listing from a local doctor who wants move up to a $6M house within the community.

This exclusive advertising opportunity is only available to Sotheby’s International Realty agents.  The next issue runs in December.  Want in?  Join Dreyfus Sotheby’s International Realty and your first ad is on the house.

Read The Peninsula

Get the Media Kit

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GNE - Mike

Best Practices I Picked up at GNE

I really do think the best part of Sotheby’s International Realty Global Networking Event is talking to people that do what you do. It’s inspiring in a practical way. You walk away with some ideas that you’re going to bring to your practice. I took away three things.

It’s about our clients

One, this brand speaks to our clients. Our clients are major-league executives who want quality. They demand a certain level of service and a certain level of firm. That’s one of the reasons I decided to go with this brand.

Learn your market

Two, learn your market. One agent who sells $80 million homes in the Hamptons said, “Focus on your market, and learn your market.” Then Mr. Hamptons told a story He got a phone call from a major player on Wall Street who said, “I’m coming out to look at some houses in the Hamptons. Meet me at my helicopter.” The agent met him, and Wall Street says, “Get in the helicopter.” They go up, and he says, “Start telling me what they are and who owns them.” “Thank God I did my homework,” the agent said. “I could pick out the houses and tell him what had happened and where everything was.”

The top agents all do their homework. Every single one of these successful agents knew what they were talking about. Knowledge of the space is power. Have a focus, because you cannot learn everything about every neighborhood. Decide where you’re going to be the expert, then become an expert there. How many 10,000 square foot lots are there here? How many lots are there, period? How many people live here? That’s what’s going to make people hire you. That’s what’s going to get you over the top.  When you get the call from Mr. Wall Street, you better be ready. When you’re in an open house, you better be ready.

The drive to keep learning

One of the older agents held himself up as a cautionary tale. In the 80’s, he was king of the hill. He had his notepad, his rolodex, and all this stuff. He was #1 in the Wall Street Journal. “I was big. I was everything.” And then he said, “Ten years later, they caught up with me and passed me. I had to sit down and learn computers, and learn this, and learn that. I almost lost my business because I thought I had the system. You never have the system. You got to keep learning and keep going.” This is a guy who was sitting on top of the world. You’d think he could get away with it, but he said, “I couldn’t get away with it, and you have to keep reinventing. You have to keep going. You have to keep learning.”

The great basketball players learn a new shot every year. Everybody knows the old one, so you have to learn a new shot. Every year, you got to come back to GNE, take something in and be smart about executing on it. Don’t try too too much or you won’t do it. Every year, choose one new thing to roll into your business. And every morning, get up and do the simple things first.

All of us who went to GNE came away with those kind of ideas. There are common themes: the top agents work hard. They are very methodical about execution. They follow up. They cultivate a personal network of clients. And they all take care of their clients like we all take care of our clients.

Networking better is an obvious opportunity with this brand. Connect with ten worthwhile agents, and have a message about what you can do for them. Learn their markets a little bit, too, because that referral gets so much easier when you know what’s going on in Tahoe or New York.

 

GNE - making statements

Sotheby’s International Realty – 2014 GNE Miami Review

Top agents in luxury real estate
+
corporate masterminds
+
a heavy dose of three days’ Miami heat
=
the 2014 Sotheby’s International Realty (SIR) Global Networking Event

On September 9 – 11, 2014, 10 agents and leadership members of Dreyfus Sotheby’s International Realty and over 1,500 real estate professionals gathered at the annual Global Networking Event (GNE), a highly anticipated conference which featured presentations by top industry leaders highlighting innovations in marketing and advances in technology shaping the brand, as well as global networking opportunities.

This year’s GNE took place at the historic Fontainebleau in the heart of “Millionaire’s Row” on Miami Beach.

DSIR co-hosted an exclusive cocktail party with Decker Bullock Sotheby’s International Realty in Marin.  We mingled with agents from our feeder cities of San Francisco, New York, Seattle, Chicago, and others, mixing business and California wines.
GNE - DSIR cocktail party

“This is the first GNE we’ve attended since affiliating with the this global real estate network last year,” said Michael Dreyfus, Broker and CEO of Dreyfus Sotheby’s International Realty.  “The connections are outstanding, and the best practices breakout sessions are inspiring in a practical way.”

During his welcoming address, Philip White, President of Sotheby’s International Realty, highlighted the many significant accomplishments being celebrated since the franchise system was officially established a decade ago. Among them, the global network is now comprised of more than 15,000 brokers in 700 branch offices in 52 countries and territories around the world. This includes new operations in Mainland China. Sales across the network have already exceeded $60 billion this year, making Sotheby’s International Realty the definitive leader in worldwide luxury real estate.

 

GNE - Beijing

Other presenters included Wendy Purvey, Chief Marketing Officer for Sotheby’s International Realty, who outlined the many exclusive marketing platforms afforded to the network. Collectively, our global exposure helped to generate more than 1 million unique website visitors per month. Remarkably, 45% of that traffic is being drawn from outside the US. Purvey unveiled a new web platform and announced that the network will soon benefit from an exclusive partnership with Wealth-X, a research group that will provide quarterly reports and findings to prospect the world’s most affluent consumers.

Alfredo Gangotena, Sotheby’s new CMO, outlined the auction house’s new growth strategy. Sotheby’s is expanding the brand to the upper middle market. Sotheby’s wants to provide more accessible art (jewelry, watches, photos, wine) and reach and teach more art lovers. This shift is reflected in the more relaxing, lighter feel of Sotheby’s Magazine. Sarah Jessica Parker adorns this month’s cover, as her jewelry collection will be auctioned in Hong Kong next month. The auction house will also reinforce the partnership with Sotheby’s International Realty by launching Art & Home magazine, a joint publication that combines the world of living and the world of art.

Among the breakout sessions, DSIR’s CEO Michael Dreyfus and Marketing Director Marissa Myers were invited panelists on content marketing. They addressed shifting marketing and advertising from me-me-me messages to a focus on the consumer and their needs.

Events concluded Wednesday evening with a black tie dinner. Hundreds of guests left inspired to deploy new brand strategies.

To view the GNE photo album click here.

 

 

Fountainebleau

DSIR agents share accolades from Attending Global Networking Conference in Miami

Several DSIR agents joined 1500 of the top-producing agents and owners from around the world for a three-day gathering on September 8th, 2014 at the Fountainebleau on Miami Beach to confer about the global real estate marketplace, current trends within their respective cities and to explore referrals and joint marketing initiatives.

Almost immediately following the Global Networking Event, DSIR agents shared their stories and endorsements. Below is a collection of statements:

 

dawn - quote “I heard about the GNE prior to coming to Sotheby’s International Realty. I have a lot of friends all over the country who are part of Sotheby’s International Realty, and they kept saying to me, “When are you joining Sotheby’s?” I go to Luxury Real Estate, CRS and everything out there. And this is by far the best conference I have ever been to in real estate. The connections were amazing. I’m starting network within a network with two other Northern California people, the #2 in Carmel and an agent in San Francisco. I told a high end client about the fall art auction in Hong Kong. They’re very excited about it, and want to go with me to Hong Kong next year. This is the most first class brand in the world.” – Dawn Thomas

 

Julie-quote

“It was my goal to learn from many top producing agents around the world as well as to connect with them. I attended a seminar about reaching and working with ultra high net worth individuals and another seminar about doing business with Asian clients. The panelists were highly productive agents. The common traits I found in them is they are all very open minded, work very hard, know the market and inventory extremely well, and when the opportunity comes, they are able to grab them.”

 

 

lisa-quote“This was my third GNE, so I knew the landscape and had an idea of what I needed to do. I started preparing for it almost two months beforehand. I visited offices in New York. I did a tour of the auction house. I went to the Hamptons, and attended a horse show sponsored by the office there. My daughter just got a job at Sotheby’s in Seattle, so I was able to make that contact. I put all this in motion in Miami. I had people I wanted to see, and shake hands with again. It was real one-on-one connections, not the speed dating of my first GNE.” – Lisa Keith

 

 

chris-quote“I was fortunate to go to GNE last year as part of the scouting team, and stayed in touch with the folks I met there. So this was an opportunity to take what had been speed dating and turn it into a more in depth conversation. I’ve already gotten a couple of referrals through Sotheby’s International Realty. On Friday, I closed a listing just because I was from Sotheby’s. I also get a lot out of best practices nationwide, seeing what people are doing in their markets. I met an agent from Miami in a coffee shop whose average sales price is $3.2M. We talked about her buyers, and how she’s marketing and targeting them. I had a cool conversation with a guy from Cincinnati who does 100 deals a year about how he automates his marketing and mechanizes his processes so he can have a dozen listings at the same time. It’s really good to learn those best practices from people who are really doing it.” – Chris Iverson

 

colleen-quote“For me, it was an introduction to the company, and the brand, and the approach. I was impressed by the breakout session on Sotheby’s. It has an unrivaled pedigree that we can really leverage.  I have a personal interest in art. It’s one of my favorite things. So I was particularly interested in learning a little bit about the auction house and its rich history.” – Colleen Foraker

 

 

 

david-quote“One agent in New York offered to skype into my listing presentation for a big house. Your client says, “How are you going to market this? Who’s going to be my buyer?” You say, “I think your buyer’s going to come from Beijing, New York, our major feeder markets.” Then he skypes in, “Yes, David’s going to send all the marketing material, and I’m going to market your property to all my clients in NYC.” To make relationships with agents like that is pretty powerful.” – David Weil

 

 

jenny - quote“I always underestimate how global this network is. One of the seminars was your network within a network. Michael Valdes, who’s the head of all the Caribbean and South American offices talked about how they tie in people from around the world. He’ll get someone from London to reach out to an agent in Turks and Caicos. There’s this connectivity going on behind the scenes, and you have a global firm to tap into that. It was a very ah-ha moment for me.” – Jennifer Liske

 

 

 mike-quote“I really do think the best part of Sotheby’s International Realty Global Networking Event is talking to people that do what you do. You pick up all these little things. It’s inspiring in a practical way. You walk away with some ideas that you’re going to bring to your practice.” – Michael Dreyfus

 

 

 

Beijing rickshaws

The Great Chinese Exodus

The Wall Street Journal offers a good explanation of what we are seeing in our market in “The Great Chinese Exodus.” An astounding new survey result:  64% of China’s rich (those with assets of $1.6 million or more) are either emigrating or planning to. College students have gone to school elsewhere for a long time, but what’s new is that more and more talented Chinese are deciding they’re better off elsewhere.

“The elite are discovering that they can buy a comfortable lifestyle at surprisingly affordable prices in places such as California and the Australian Gold Coast, while no amount of money can purchase an escape in China from the immense problems afflicting its urban society: pollution, food safety, and a broken education system,” reports the Wall Street Journal. the article goes on to tell the story of a 34 year old Beijing resident who’s bailing out. “Recently, Ms. Sun flew to San Francisco to shop for a school for her daughter, browse for property and handle the paperwork for permanent US residence. She insists that she’s not leaving China forever–a sentiment expressed by many on their way out who sees a foreign passport as an insurance policy in case things go badly wrong in China.”

 

Photo credit: Trey Ratcliff / Flckr

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