Listing Value Proposition

ONLY WITH US

IN A TIME OF GLOBAL COMMUNICATIONS AND GLOBAL MARKETS

there is only one iconic international brand

SOTHEBY’S

KNOWN AROUND THE WORLD

for bringing together buyers and sellers of treasured assets

REPUTATION

A 250-YEAR LEGACY OF

EXPERTISE AND SERVICE

• Record prices

• Insightful appraisals

• Legendary client service

• Representing the best in all categories

REAL ESTATE PRESENCE

GLOBAL NETWORK COVERING 45 COUNTRIES

Over 650 offices and 12,600 agents and still growing

REAL ESTATE PRESENCE

CAPE COD

NYC: UPPER EAST SIDE

NYC: SOHO

BRIDGEHAMPTON

EAST HAMPTON

SOUTHAMPTON

PALM BEACH

BEVERLY HILLS

SAN FRANCISCO

SANTA FEPASADENA

MALIBU

SANTA BARBARA

VENTURA

SONOMA /

WINE COUNTRY

MONTEREY

PENINSULA

LOS ANGELES

GREENWICH

BRENTWOOD

SUNSET STRIP

PACIFIC PALISADES

LOS FELIZ

SAG HARBOR

COMPANY OFFICES IN KEY NATIONAL MARKETS

Over 30 offices and 1,500+ agents providing additional marketing and referral opportunities

LOCAL AND GLOBAL REACH

OUR LISTINGS RECEIVE VISIBILITY AROUND THE WORLD

through top-tier publications, websites, and special events

REFERRAL ADVANTAGE

REFERRALS FROM OUR AGENTS, OUR NETWORK, AND SOTHEBY’S AUCTION

Over $1.2 billion in referral sales volume to our company in 2012

ARTFULLY UNITING EXTRAORDINARY HOMES

with extraordinary lives

LOCAL AND GLOBAL PRINT

PROPRIETARY OUTLETS TARGET A RANGE OF POTENTIAL BUYERS

Sotheby’s At Auction, Reside, local publications, brochures and global cooperative advertising

program including The Wall Street Journal (global), International Herald Tribune, LP and more

ROBUST DIGITAL MARKETING

ONE-OF-A-KIND DIGITAL PROGRAMS AND PARTNERSHIPS

Listing distribution program, mobile website, global app, branded email marketing, advertising

and editorial promotion on key news websites and apps, sir.com, sothebys.com

ROBUST DIGITAL MARKETING

2013 ONLINE MEDIA PARTNERS INCLUDING

The New York Times, The Wall Street Journal, The BBC, Daily Telegraph, Architectural Digest, South

China Morning Post, Financial Times and FT Chinese, Hong Kong Tatler, Country Life, and more

700 million impressions

ONLINE PRESENCE

Source: compete.com

MORE VISITORS FROM MORE PLACES

45% of SIR.COM visitors are from outside the U.S.

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

200,000

Dec '11 Jan '12 Feb '12 Mar '12 Apr '12 May '12 Jun '12 Jul '12 Aug '12 Sep '12 Oct '12 Nov '12 Dec '12

coldwellbankerpreviews.com luxuryrealestate.com

christiesrealestate.com luxuryportfolio.com

sothebyshomes.com sothebysrealty.com

Combined Sotheby’s

International Realty Traffic

sir.com

sothebyshomes.com

Q4 2012AVERAGES*

862,523visits/month

695,888visits/month

231,962 visits/month

ONLINE CONNECTION

72% OF WEB USERS SEARCH IN A LANGUAGE OTHER THAN ENGLISH

SIR.com offers 15 translations, 49 currencies, listing videos in five languages

Source: Morgan Stanley

ONLINE IMPACT

Source: 2012 NAR Foreign Investment in U.S. Real Estate

POSITIONED TO LEVERAGE THE FOREIGN BUYER TREND

Bil

lio

ns

(US

D)

0

10

20

30

40

50

60

70

80

90

2009 2010 2011 2012

$36.00 $64.00 $66.40 $82.50

FOREIGN INVESTMENT U.S. REAL ESTATE

“Luxury housing is

the new global currency.”

-Jonathan Miller

President, Miller Samuel Inc.

UNIQUE EXPOSURE OPPORTUNITIES

ENGAGING POTENTIAL BUYERS IN EVERY WAY

E-gallery, auction exhibitions, sothebys.com, branded blog and YouTube

channel, banner ads, Facebook Twitter, Pinterest and Linked-In presence, local

events and public relations

A SOPHISTICATED APPROACH

to the marketing and sales process

EFFECTIVE RESOURCES

MARKETING CAPABILITY WHERE IT COUNTS

90% of buyers start their search online and 42% find the listing they purchased online

Most buyers found the homes

they purchased online*

*2012 NAR Profile of Home Buyers and Sellers

** Compete.com: Luxury real estate network website visitors Dec. 2011 - Dec. 2012

Our websites receive more

visitors than our competitors**

We utilize 20+ listing

distribution

program partners

ANNUAL VISITORSWHERE BUYERS FOUND HOMES

57%

15%

17%

7%4%

sir + sothebyshomes luxuryrealestate

luxuryportfolio christiesrealestate

coldwellbankerpreviews

42%

34%

13%

10%1%

Internet Agent

Other* Yard Sign

Newspaper & Print

KNOWLEDGE AND ACCOUNTABILITY

TOOLS TO PROVIDE MARKET INSIGHT AND TRACK ACTIVITY

Automated marketing status reports, online activity tracking, custom CMA and buyers

tour, Market Action Reports

STRATEGIC PRICING

SETTING THE INITIAL PRICE

is a critical aspect of your property’s marketing plan

SALES PRICE vs INITIAL LISTING PRICESHOWING ACTIVITY vs TIMING

Properties that are overpriced initially may

ultimately sell for the lowest price.

Properties experience the most showings

during a peak initial interest period.

-10%

-8%

-6%

-4%

-2%

0%

4 weeks or less 5 - 8 weeks

9 - 16 weeks More than 17 weeks

Source: 2012 NAR Profile of Home Buyers and Sellers

PRICING OBJECTIVES

EVEN FOR THE MOST DISTINCTIVE PROPERTIES

location and property characteristics are the key elements in determining value

KEY PRICING FACTS TO CONSIDER:

• Realistic pricing based on a well-prepared

CMA will achieve the maximum price in a

reasonable time

• A property that is priced correctly from the

beginning typically achieved the highest

proceeds

• If the price exceeds the perceived value by

even a small percentage, potential buyers

may not even choose to view the property

let alone make offers

• Properties that remain on the market for a

long time often stop being shown

• The cost of improvements almost always

exceeds the added value

• A low offer is better than no offer. Buyers

can often be negotiated higher once the

emotional commitment is made

• Sellers may set expectations, but the market

sets the price

• If you want to sell in a timely manner, your

asking price should be competitive in

current conditions

RESULTS

2012 TRANSACTIONS BY CLOSED SIDES2012 RESULTS

• 124 transaction sides for properties

$10 million and above

• Average selling price of $1.58 million (vs.

national 2012 average of $189,700*)

• 61% of transactions were for properties under

$1 million2012 TRANSACTIONS BY CLOSED VOLUME

A COMPREHENSIVE MARKETING AND SALES STRATEGY

A strong track record at a range of price points`

*2012 NAR Profile of Home Buyers and Sellers

61%

28%

6%5%

Under $1M

$1M - $3M

$3M - $5M

Above $5M

20%

30%

14%

36%Under $1M

$1M - $3M

$3M-$5M

Above $5M

YOUR LOCAL EDGE

Sotheby’s International Realty, San Francisco

LOCAL ADVANTAGEUNPARRALLELED REPRESENTATION ENCOMPASSING ALL OF SAN FRANCISCO BAY AREA.

We proudly represent San Francisco, Marin, Wine Country, East Bay and the Peninsula.

We boast an intimate knowledge of the local community, its history, culture, local concerns

and distinctive properties.

Our offices can be found in two convenient locations consisting of our San Francisco

Brokerage on Greenwich Street and our Wine Country Brokerage in Sonoma.

YEAR TO DATE MARKET SHARE

$6,300,000

$3,800,000 $3,600,000

$3,300,000 $3,100,000

$2,400,000 $2,400,000

$-

$1,000,000

$2,000,000

$3,000,000

$4,000,000

$5,000,000

$6,000,000

$7,000,000

Sotheby'sInternational

Realty

McGuire RealEstate

Pacific UnionInternational

Paragon RealEstate Group

VanguardProperties

Coldwell BankerVan Ness

Zephry RealEstate

SOTHEBY’S INTERNATIONAL REALTY SAN FRANCISCO BROKERAGE

HAS ACHIEVED THE HIGHEST YEAR TO DATE MARKET SHARE

Based on information from San Francisco Assoc. of Realtors for the period 1/1/13 through 6/30/13. Due to MLS reporting

methods and allowable reporting policy, this data is only informational and may not be completely accurate. Therefore

Sotheby’s International Realty does not guarantee the data accuracy. Data maintained by the MLS’s may not reflect all

real estate activity in the market.

TOP SALES VOLUME PER AGENT

$6,321,195

$4,323,343

$3,920,217 $3,779,817 $3,584,922 $3,558,667

$3,246,521

$-

$1,000,000

$2,000,000

$3,000,000

$4,000,000

$5,000,000

$6,000,000

$7,000,000

Sotheby'sInternational

Realty

Coldwell BankerVan Ness

Mcguire RealEstate

Pacific UnionInternational

Paragon RealEstate Group

VanguardProperties

Zephyr RealEstate

SOTHEBY’S INTERNATIONAL REALTY SAN FRANCISCO BROKERAGE

HAS ACHIEVED THE HIGHEST SALES VOLUME PER AGENT IN 2013 WITH AN AVERAGE SALES

VOLUME OF $6,321,195 IN AN OFFICE OF 87 AGENTS

Source: San Francisco Association of Realtors for the period of 1/1/13 through 6/30/13.

TOP LUXURY SALES PER BROKERAGESOTHEBY’S INTERNATIONAL REALTY SAN FRANCISCO BROKERAGE

HAS ACHIEVED THE HIGHEST TOTAL VOLUME IN SAN FRANCISCO COUNTY

FOR SALES OVER $3 MILLION

Source: San Francisco Association of Realtors Multiple Listing Service (SFARMLS) - Residential Properties Sold for

over $3 million in San Francisco County in 2011

ABOUT DEBI DICELLO

Debi DiCello is a native of the Bay Area and lives in Pacific

Heights. She has seen the area grow and change and knows

it from both personal and professional experience. Debi has

been a full-time, professional REALTOR® since 1980

specializing in the sales and marketing of homes in Presidio

Heights, Pacific Heights, Cow Hollow, the Marina and Sea

Cliff neighborhoods.

Debi joined Sotheby’s International Realty in 2004 because

of their worldwide target market based on their relationship

network for having been an auction house for 200 years.

Debi brings a wealth of professional expertise and attention

to detail along with compassion and understanding to the

world of Real Estate. She believes this business is all about

the clients, a motto Debi has adhered to from the start and

attributes much of her success to. Just ask her clients. Prior

to joining Sotheby’s International Realty, she enjoyed

eighteen years with Pacific Union where she was consistently

recognized for her dutiful professionalism.

THANK YOU.