The network, in four numbers.
These are the numbers behind the sign in your yard, as reported by Sotheby's International Realty. What they buy you is reach into the markets where your buyer may already be looking.
Countries and territories
86
Offices worldwide
More than 1,100
Sales associates
More than 26,300
Global annual sales volume
$182.4 billion
Where your listing goes the week it launches.
Launch week is not one upload. The same set of assets goes out in five directions at once, and each one reaches a different kind of buyer.
sothebysrealty.com
The network's own global site, which is where a buyer already shopping this kind of house tends to start.
Syndication
To the major consumer portals and to the international partner sites the network maintains. The named list shifts from year to year, so I confirm the current one with Crescent marketing before your house goes live.
Print and digital placements
From regional titles to the national and international press the network buys into. Which ones depends on the house.
The agent-to-agent network
More than 26,000 associates across 86 countries and territories, and a referral culture that means somebody in Dallas or London can put your house in front of a client who has not started searching yet.
Paid placement and social
Aimed at the audience most likely to buy this particular house rather than at everyone.
The media partners.
The approved partner list changes from year to year, so I confirm the current one with Crescent Sotheby's International Realty marketing before your house launches. It comes to you in writing with your marketing plan, rather than as a wall of logos you have to take on faith.
Why this matters more in New Orleans than almost anywhere.
New Orleans sells to people who do not live here yet. The buyer for a Garden District double or a Lake Vista mid-century is often in Houston, Dallas, Atlanta, New York or California. Somebody who fell for the city on a visit and has been quietly looking ever since. Second homes, family homes bought ahead of a move, people coming back after twenty years away. A house marketed only to the people already inside this market is being shown to the smaller half of its audience.
It matters less than you might think for a house in a pocket where nearly every buyer is already local, and I will tell you when that is the case. The network does not create demand that is not there. It widens the room. The house still has to be priced right and shown well, and that part is local work.