Sales Associate Brand Standards by Sotheby's International Realty Canada

Sales Associate Brand Standards

As stewards of one of the world’s most exceptional real estate brands, all Sotheby’s International Realty® offices, agents and brokers are legally required to comply with global brand standards, as required by our Franchise Agreement with Sotheby’s International Realty Affiliates LLC. This Franchise Agreement includes requirements to comply with the global Policies and Procedures Manual and [Brand] Identity Standards Manual.

Your commitment to abiding by these legal terms was made in your Independent Contractor Agreement with the Company.

It is your obligation to ensure that your marketing activities adhere to this document, which sets out the brand rules governing agent and broker marketing in Canada.

In addition to Sotheby’s International Realty ® Franchise Agreement brand standards, all marketing and communications must adhere to the legal and regulatory requirements of local real estate boards and the Canadian Real Estate Association (CREA). In all cases, board and CREA requirements take precedence over brand standards.

Logo Lockup

The Sotheby’s International Realty Canada and Sotheby’s International Realty Quebec logo lockups are core elements of the brand. These logo lockups are specially created illustrations that should not be re-created. When you become a member of our team, you are legally obligated to adhere to the exact and correct use of our trademarks.

LOGO LOCKUP FORMATS

The logo lockups can only be displayed in the horizontal and vertical formats:

Horizontal Logo Lockup:

Vertical Logo Lockup:

MINIMUM SIZE

The logo lockup must be clearly visible wherever it appears.

Print

The logo should not appear in sizes smaller than 1.0 inch in height for the vertical logo lockup and 1.25 inches in length for the horizontal logo lockup. For promotional items (i.e. pens, pins, etc.) where the logo needs to be smaller, the size of the logo needs to be reviewed by our head office.

Online/Video

When presented online/digitally or in video, the logo should never be smaller than 72 pixels in height for the vertical Logo Lockup and 40 pixels in height for the horizontal logo lockup.

LOGO FILES

All our logo files can be obtained at gateway.sothebysrealty.ca

Never attempt to replicate or create your own version of the logo.

CLEAR SPACE

The logo lockup must never be obstructed from view by distracting graphics or images. All logos must be placed on a 60% or higher contrasting background. Always maintain a minimum clear space around the logo as exhibited here.

Print

The minimum amount of clear space that should surround the logo on all print material should be greater than or equal to the dimension of the vertical capital “S” in the Sotheby’s International Realty Canada Logo. (See below in pink.)

LOGO LOCKUP VERSIONS

The following are the only acceptable versions of the Sotheby’s International Realty Canada logo lockup. Never attempt to alter, replicate, or create your own version.

Digital/Online/Video

The minimum amount of clear space that should surround the logo on all digital/online/video material should be greater than or equal to the dimension of the vertical capital “S” in the Sotheby’s International Realty Canada logo. (See above in pink.)

Property videos cannot have on-screen logos, graphics, or text. Written or graphic identification is not needed within the property video because it will appear on the same page as your listing. See details in the Property Listing section.

Pantone 289

Black

White

MISUSE OF THE LOGO LOCKUP

Never attempt to alter, replicate or create your own version. All our logo files can be obtained at gateway.sothebysrealty.ca

Do not change the font

Do not delete the rule

Do not change the scale of the logo elements

Do not rearrange the logo elements

Do not rotate the logo

Do not change the logo colour

Do not add anything to the logo

Do not scale the logo disproportionately

Do not reverse logo elements separately

The Trademarks

USING THE SOTHEBY’S INTERNATIONAL REALTY®, SOTHEBY’S INTERNATIONAL REALTY CANADA & SOTHEBY’S INTERNATIONAL REALTY QUÉBEC NAMES

Never abbreviate the Sotheby’s International Realty®, Sotheby’s International Realty Canada, and Sotheby’s International Realty Québec names (i.e. SIR, SIRC, or SIRQ). They should provide clear identity, and should never cause confusion with other offices or firms, or refer to a geographic area.

When referencing the Sotheby’s International Realty® brand name separately from Sotheby’s International Realty Canada or Sotheby’s International Realty Québec, the name must always be accompanied by the ® symbol. Alternatively, you may use the ® symbol on the first use of a piece and then italicize the brand name in subsequent references. You may not refer to the brand as “Sotheby’s” alone or attach “International Realty” to any other name. However when referring to Sotheby’s International Realty Canada or Sotheby’s International Realty Québec do not use the registered trademark symbol (®) next to Sotheby’s International Realty.

CO-BRANDING NOT PERMITTED

Ensure that the Sotheby’s International Realty logo is not used with the logo of any other business as co-branding is strictly prohibited

USING SOTHEBYSREALTY.COM AND SOTHEBYSREALTY.CA

The Sotheby’s International Realty Canada URL must always accompany the logo. While the URL does not need to appear right by the logo it must appear visibly on the same page.

When referencing sothebysrealty.ca, it should always appear without any ‘www.’ prefix.

When referencing sothebysrealty.com, it should always appear in lower case bold with no spaces, and without any ‘www.’ prefix.

LEGAL DISCLAIMERS

In addition to the legal requirements from your local real estate board or CREA:

For consumer-facing materials, including websites and every piece of printed literature given directly to consumers (i.e. brochures, postcards), excluding stationery, business cards, promotional advertisements must contain the following disclaimer:

Sotheby’s International Realty Canada

E.&O.E.: This information is from sources which we deem reliable but must be verified by prospective purchasers and may be subject to change or withdrawal. If your property is listed with a real estate broker, please disregard. It is not our intention to solicit the offerings of other real estate brokers. We are happy to work with them and cooperate fully. Sotheby’s International Realty and the Sotheby’s International Realty logo are registered (or unregistered) service marks used with permission. Sotheby’s International Realty Canada is Independently Owned And Operated.

Sotheby’s International Realty Québec

fully. Sotheby’s International Realty and the Sotheby’s International Realty logo are registered (or unregistered) service marks used with permission. Sotheby’s International Realty Québec is Independently Owned And Operated. Real estate agency.

For stationery, business cards, promotional advertisements, and all signage the following minimum required disclaimer must be used:

Sotheby’s International Realty Canada

E.&O.E.: Sotheby’s International Realty Canada is Independently Owned And Operated.

Sotheby’s International Realty Québec

E.&O.E.: Sotheby’s International Realty Québec is Independently Owned And Operated. Real estate agency.

For all listing ads, classified ads or advertisements selling properties include the following legal disclaimer:

Sotheby’s International Realty Canada

E.&O.E.: This information is from sources which we deem reliable, but must be verified by prospective purchasers and may be subject to change or withdrawal. Sotheby’s International Realty Canada is Independently Owned And Operated.

Sotheby’s International Realty Québec

All legal disclaimers must be set in approximately 6-point type.

Brochure disclaimer:

Sotheby’s International Realty Canada

Sotheby’s International Realty Canada does not guarantee the accuracy of the information provided in this brochure. Buyer to verify any detail if important.

Sotheby’s International Realty Québec

Sotheby’s International Realty Québec does not guarantee the accuracy of the information provided in this brochure. Buyer to verify any detail if important.

If any agents would like to include a proposed floor plan, the disclaimer must include:

Sotheby’s International Realty Canada does not guarantee the accuracy or feasibility of this proposed plan. Buyer to verify if important. E & O.E.

If any agents would like to include a floor plan based on an existing layout, the disclaimer must include:

Although provided by a source believed to be reliable, Sotheby’s International Realty Canada does not guarantee the accuracy of this floor plan. Actual measurements and layout may vary from what is shown. Buyer to verify if important. E & O.E.

Any broadcast communication must be approved by Sotheby’s International Realty Canada’s or Sotheby’s International Realty Québec’s marketing team. Every piece of broadcast communication, e.g. radio (other than 10 second advertisements), TV commercials and locally produced TV shows, used by affiliates must contain:

Sotheby’s International Realty Canada is Independently Owned And Operated. Sotheby’s International Realty® is a registered trademark.

COLOURS

You must follow the standards for colour exactly when producing your own material. As shown below, there are two shades of gray. The darker shade, 431, is to be used for text only, and the lighter shade, 422, is to be used as an accent colour in your marketing and promotional materials.

Sotheby’s International Realty® Blue

PANTONE 289

CMYK: 100 64 0 60

RGB: 0 35 73

HEX: #002349

Sotheby’s International Realty® Text Gray

PANTONE 431

CMYK: 11 0 0 65

RGB: 204 204 204

HEX: #666666

Sotheby’s International Realty® Accent Gray

PANTONE 422

CMYK: 0 0 0 34

RGB: 173 173 173

HEX: #999999

Sotheby’s International Realty® Black

CMYK: 0 0 0 100

RGB: 0 0 0

HEX: #000000

Sotheby’s International Realty® Accent Gold

CMYK 25 37 91 2

RGB 193 154 61

HEX: #C29840

TYPOGRAPHY (FONTS)

The typefaces used to design the look and feel of the Sotheby’s International Realty® brand are Benton Sans and Mercury. Alternatively if Benton Sans and Mercury are not accessible for your local needs, Helvetica is an approved substitution for Benton, and Times New Roman is an acceptable substitute for Mercury, both of which are web-safe fonts that will help ensure proper digital display.

• The standard fonts to be used in advertising materials are Benton Sans, Mercury and Freight Big Pro Medium.

• Use the various styles (i.e. Regular, Italic, Bold) of each typeface to create emphasis

• It is recommended that body copy be no smaller than 8 pt. font

• It is recommended that legal copy must be approximately 6 pt.

• Always use periods instead of dashes when noting numbers (i.e. +1 800.234.5678)

FONT FILES

You can also download the fonts from gateway.sothebysrealty.ca if you don’t already have them on your computer.

Stationery

The design of our stationery reflects the sophisticated image of the brand. All stationery must be obtained through your local office or Corporate Marketing office. The Sotheby’s International Realty Canada or Sotheby’s International Realty Québec stationery must never be reproduced outside of your Corporate Marketing office.

• All stationery must be printed through our approved regional printer, following brand-approved templates.

• Sales associate photos are not permitted on any stationery elements.

• Logos, icons or graphics may not be included on the back of the business card.

• Approved credentials, professional titles, certifications, and designations are outlined in the business cards section.

NAME BADGES

Badges are a useful communication tool. Substrate is determined by the individual supplier. Always use a Sotheby’s International Realty® approved vendor.

• Name badges, for Sotheby’s International Realty Canada or Sotheby’s International Realty Québec should always contain a personal name and the logo lockup.

• No minimum required disclaimer is required.

• A maximum of two designations are permitted on name badges.

Jane Smith, REALTOR®

Business Cards

Your business card reflects who you are and the company you represent. Flexibility has been provided in business card design to accommodate varying needs including multiple contact numbers and address lines, and your agent or team website URL.

All business cards and stationery must be printed through our approved printer, following brand guidelines and approved templates.

A – NAME LINE

This line is reserved for your name. Approved academic/ professional credentials permitted.

CREA members in good standing may also indicate their membership by adding REALTOR® after their name e.g. Jane Smith, REALTOR®. CREA’s requirement for writing the membership term is to use all capital letters and a registration mark, e.g. REALTOR®.

Approved Professional & Academic Credentials

• BBA – Bachelor of Business Administration

• BCL – Bachelor of Civil Law

• CA – Chartered Accountant

• CPA – Certified Public Accountant

• Esq – Esquire

• JD – Juris Doctor

• LLB – Literally Legum Baccalaureus

• MBA – Master of Business

• Ph.D – Doctor of Philosophy

B – TITLE LINE 1

This line is reserved for your title. The title may be a brandapproved professional title, the title from your real estate license and in compliance with your local real estate laws. The title field is not required on business cards. Please ensure compliance with local real estate board requirements for title inclusion on business cards. For Québec, your approved OACIQ title is the only one that can be used.

Approved Professional Titles

• Broker

• Owner

• Broker Owner

• Managing Broker

• Broker Associate or Associate Broker

• Sales Associate

• Rental Associate

• Leasing Associate

• Sales Representative

• Real Estate Broker

• Certified Real Estate Broker

• Residential Real Estate Broker

• Personal Real Estate Corporation (if appropriate)

C – TITLE LINE 2

This line is reserved for designations or certifications that you have qualified for or an approved team name. Using more than three designations/certifications is not recommended.

Approved Certifications/Designations

Canadian Real Estate Association approved designations and certifications are acceptable for use:

• CBR - Certified Buyer Representative

• CRP - Certified Relocation Professional

• CLHMS - Certified Luxury Home Marketing Specialist

• GMS - Global Mobility Specialist

• RES - Resort Certification

• WCR - Women’s Council of Realtors

Approved and registered team names can appear on the business card on title line two. This is the only appropriate placement for your approved team name.

In Québec, team names are not allowed on business cards. You can depict the team name as a URL.

D – EMAIL LINE

This line is reserved for your @sothebysrealty.ca personal or team email presented in all lowercase letters as demonstrated on the example graphic.

E – SALES ASSOCIATE / TEAM WEBSITE

This line is reserved for approved Sales Associate or team website URLs.

BUSINESS CARDS

Business cards may only be printed through our brand-approved vendor. (currently XpressDocs)

Please contact your local marketing team for information regarding ordering business cards.

Getting Started with Email

YOUR EMAIL ACCOUNT

When you first join, details of your sothebysrealty.ca email account will be sent to your personal email address, including your:

• Username

• Temporary password

SET YOUR EMAIL PASSWORD

• Login to: webmail.sothebysrealty.ca

• Username: example@sothebysrealty.ca

• Password: temporary password

E-MAIL SIGNATURES

The purpose of the email signature is to provide easy access to contact information for your customers. Below is an example of the recommended email signature that is aligned with our brand.

Jonathan Smythe Sales Associate

Smythe & Jones Sotheby’s International Realty

123 Street Address, Suite 1700 | Anytown ST 100000

t 123.345.6789 | f 123.456.7890 | c 123.456.7890 jsmythe@sothebysrealty.ca sothebysrealty.ca jsmythe.com

Using your @sothebysrealty.ca email is highly encouraged because only your @sothebysrealty.ca email will appear on core collateral materials, and websites. There is no ability to forward emails from your @sothebysrealty.ca email to another email.

Install Your Email Signature

To ensure you are appropriately representing the Sotheby’s International Realty Canada or Sotheby’s International Realty Québec brand in your email communications, please install the corporate signature. Follow these steps:

• Login to gateway.sothebysrealty.ca.

• Under ‘Agent ID / Agent Info’, select ‘Signature’; you will find variations of your email signature ready for you to use.

• Pick the signature you prefer and/or include social media

• Click/tap ‘Copy Signature’.

• Sign-in to your @sothebysrealty.ca account via (webmail.sothebysrealty.ca).

• Click on ‘Settings’ (gear symbol) and select ‘See all settings.’

• Under ‘General’, scroll to down to the ‘Signature’ section and press ‘Create new.’

• You will be prompt to name your email signature.

• Once you have named your email signature, paste the signature in the box that you have copied from ‘Agent ID’ from gateway.sothebysrealty.ca.

• Scroll to the bottom of the page and press ‘Save’.

Courtesy and professionalism are what you want to project when you hand someone a business card. Therefore, your photograph, should you choose to use one, must represent you in the best manner possible. We have developed these guidelines to help maintain a consistent, contemporary look for all business card photographs. Take this guide to your photographer and ask them to follow this style exactly as prescribed.

Courtesy and professionalism are what you want to project when you hand

Therefore, your photograph, should you choose to use one, must represent you in the best manner possible. We have developed these guidelines to help maintain a consistent, contemporary look for all business card photographs. Take this guide to your photographer and ask them to follow this style exactly as prescribed.

Sales Associate Photography

All sales associate photography should meet the following specifications:

• Professional portrait (photos from vacation or other personal events are not appropriate)

• Business attire

Photos are intended for use on business cards, internet and postcards. Sales Associate photos cannot be used on property brochures and it is highly recommended that sales associate photos are not used on listing advertisements.

Acceptable Photographs

Do not include objects in the photograph

Do not use casual photographs

Imagery Style

Provide this style guideline to your photographer.

A close-up head and shoulders shot is the only acceptable image.To ensure the professionalism the Sotheby’s International Realty ® brand requires, photos of other people, animals, buildings, automobiles, slogans, graphics or anything other than YOU is not allowed.

• Neutral background or silhouette

• No body signals (e.g. “thumbs-up”)

• No animals or props (e.g.. pets, cars, boats)

• Portrait (vertical) orientation

Background should be a solid dark gray or white. Cropping is tight, centering on the face.

Background should be a solid dark gray or white.

Cropping is tight, centering on the face.

Focus is on the eyes; any visible background must be out of focus.

Your picture will be an important business tool and should reflect your professional image as a member of one of the most prestigious real estate organizations in the world.

• Your profile photo must be 3:4 ratio, with a minimum size of 840 pixels by 1120 pixels, at least 72 dpi. Your profile photo will not be displayed if it does not meet the minimum requirements.

Do not use overstyled photos

High-contrast black and white prints must be used. No color photographs are allowed.

Unacceptable Photographs

High-contrast black and white prints must be used. No color photographs are allowed.

Format is an elongated square.

Unacceptable Photographs

Format is an elongated square.

• For teams, every member must have their own photo

Imagery Style

A close-up head and shoulders shot is the only acceptable image. To ensure the professionalism the Sotheby’s International Realty® brand requires, photos of other people, animals, buildings, automobiles, slogans, graphics or anything other than YOU are not allowed.

Subject should look directly into the camera. No profiles allowed.

Provide this style guideline to your photographer.

Background should be a solid dark gray or white.

Cropping is tight, centering on the face.

Focus is on the eyes; any visible background must be out of focus.

Your picture will be an important business tool and should reflect your professional image as a member of one of the most prestigious real estate organizations in the world.

High-contrast black and white prints must be used. No color photographs are allowed.

Photos are intended for use on the Internet and print marketing. Sales Associate photos cannot be used on the cover or front of global distribution property brochures.

Format is an elongated square.

Subject should look directly into the camera. No profiles allowed.

Do not include objects in the photograph

IMAGERY STYLE

not use

Do not use casual photographs

Do not photograph pets or animals

Do not color photography

Do not use color photography

Do not photograph pets or animals

No animals or pets in photography

Do not show more than one sales associate.

Do not show more than one sales associate in a photo

Provide style guidelines to your photographer.

• Background should be a solid dark gray or white.

• Showcase the subject in the centre of the image or just slightly off-centre.

• Focus is on the eyes; any visible background must be out of focus.

Do not use overstyled photos

Do not use color photography

• High-contrast black and white prints must be used.

• When colour photographs are used, a bright neutral background is required.

• Format is an elongated square.

• Subject should look directly into the camera. No profiles allowed.

• It is best to have chest-up/waist up cropping.

Do not photograph pets or animals

Do not show more than one sales associate in a photo

casual photos

Sales Associate

Video

Profile

You are encouraged to upload a professionally produced video that expresses your personality, professionalism, and experience, and reflects the Sotheby’s International Realty brand overall.

• Between 1 to 3 minutes in length. Longer videos tend to get passed over on the web and do not hold the viewer’s attention for the full length.

• Ultra High-Definition (UHD) and High-Definition (HD) videos in 4K (3840 pixels x 2160 pixels) and in a 16:9 aspect ratio. When not available, 1080p is the minimum acceptable resolution.

• Music track with optional voiceover.

• Professionally taken video.

• Written or graphic identification is allowed solely through use of the templates provided by the brand.

• All major file formats (MP4, AVI, MPEG) are accepted –web-friendly mp4 preferred. The file must be less than 1GB in size.

Audio

Royalty-free or licensed music track with optional voiceover & on-screen dialog

A backing track of royalty-free (right to use copyrighted material or intellectual property without the need to pay royalties or license fees), or licensed music is required. Failure to utilize properly licensed material may result in legal action from the original copyright holder. If a narration is added to the video, it must be a clear and crisply recorded voice-over. Avoid colloquialisms that may not translate well outside of specific regions and do not include any contact information. For any

dialogue delivered by the video subject or other individuals on-screen, all audio should be recorded using professional equipment, with no sonic noise or artifacts. Any dubbed audio should be precisely synchronized with the on-screen talent.

Style

Smooth camera movement, clean edits, limited still image usage

Videos should be created by a professional film maker and use a tripod or stabilizing system to avoid shaky footage. When editing avoid jump cuts – wherein two sequential shots of the same subject are taken from camera positions that vary only slightly.

Still images should only be utilized in instances where video footage is not possible (such as historical imagery) and should compose no more than 20% of the video length. All still images used must have the properly licensed rights from the image owner.

CONTENT

Focus on the subject’s professional experience, no product placement.

Keep the focus on the individual’s professional history and relevant experience, while using select personal stories to connect on an emotional level. Keep all content centered around the thematic relevance of the real estate industry and the individual’s connections to it. When any individuals are onscreen, the following guidelines should apply:

• Adds value to the message of the video

• Professional appearance and demeanour

• Provides a relevant and experienced point-of-view

• On brand

Do not speak as a representative of the Sotheby’s International Realty® brand, and avoid terms and phrases that are utilized in current or past brand campaigns. Keep the focus of the video on the individual.

When speaking your company name (Sotheby’s International Realty Canada or Sotheby’s International Realty Québec), the on-screen individuals and any voiceover must say the full legal name as described in this manual. The name “Sotheby’s International Realty” should only be spoken when directly referring to the brand/network and “Sotheby’s” alone should only be spoken when directly referring to the auction house.

Avoid focusing closely on external logos branding elements of shopping bags, cars, beverages, or other such items that could be viewed as overt “product placement”.

All on-screen and voiceover talent must agree to the absolute right and unrestricted permission to use their name, testimonial and biographical data in writing, which must be secured by the content creator (i.e., the affiliate and broker/ owner). This will ensure the video can be distributed and edited as needed with no possible legal limitations.

SUBMITTING VIDEO

You must provide the file (MP4, AVI, MPEG) for your profile video to your Marketing Coordinator for upload into our global system.

Once approved, videos are auto-syndicated from sothebysrealty.com to sothebysrealty.ca.

LOGOS, CAPTIONS, TITLES, & CREDITS

Use provided templates for credits and end title cards

Written or graphic identifications allowed solely through use of the templates provided by the brand here:

Person Identifier & End Title Card

Go to Design Vault, select Brand Templates, then search ‘Agent Video Title & End Card’ to send to your professional video editor for use.

No additional on-screen text or logos are allowed, and the templates provided above must not be manipulated in any way, including adding any new animations or visual effects. When adding a company name to the templates, the full company name with no abbreviation must be used.

Person Identifier Example

Title Card Example

Agent Profile Video Example

Title Card Example

Listing Photography

PHOTO REQUIREMENTS

High-quality photography is paramount for both digital and traditional marketing. Our brand has always placed a strong emphasis on high-quality, meaningful photography, and that is even more critical now. We reserve the right to withhold or remove property listings from sothebysrealty.com and eGallery if the photography you provide fails to meet the standards described in this document.

• 3:2 ratio. Photographs must be high-resolution and sized to a minimum of 1800 pixels x 1200 pixels. Ideal photography size is 3000 pixels x 2000 pixels.

• Clear, crisp and purposeful photography.

• A minimum of 10 photos needs to be uploaded for each and every listing. The maximum number of photos per property is currently 50.

• Exceptions include:

» New Home Developments: 1 photo minimum

» Vacant Land / Lots: 1 photo minimum

• Duplicate photos are not allowed. Each photo should only be used once and split-screen photos, where more than 1 image is used in a single photo, is also not allowed.

• Imagery should be uploaded in a complementary sequence.

• Images should have equal tones throughout, no blacked out spots, or solar flares.

• The subject matter must be in focus and typically centered in the image. No people or pets.

• Take seasonable front exterior photos. (Only show snow during the winter and do not replace a clear non-snowy photo with a snowy photo even in winter. The goal is to maintain a clear exterior photo year-round.)

• Avoid photos of spaces which are not aesthetically pleasing such as a bathroom with no design punch or an outdated kitchen.

• Don’t photograph untidy spaces.

REMOVE OR AVOID IMAGES OF THE FOLLOWING:

• MLS tagged photographs

• Watermarks or copy on photographs (exception for virtually staged photos)

• Renderings showing the mark of the architect or artist

• Duplicate photos, each photo should only be used once

• Two or more photos uploaded as one image

• Garbage cans, dumpsters or trash bins

• Chain linked fences

• People/pets

• Utility rooms

• Satellite dishes

• Mobile homes

• Competitor or any other signage

• Non-purposeful photographs: toilets, personal/care items, cluttered/untidy spaces

• Digital map screenshot and red dots

• Oversaturated and excessive filter use

PROFESSIONAL PHOTOGRAPHY REQUIRED

Ensure you are using an approved photographer or service provider for listing photography. Please ask your local marketing team for the most up-todate list of approved vendors.

FEATURE PHOTOS

The first or feature image should be the best, most aesthetically pleasing and intriguing image as this will be the thumbnail displayed in the property search results.

• The first photo should preferably be the exterior front of the residence

• Make sure the photo does NOT include:

» Garbage cans, dumpsters or construction debris

» Aerial photos with highlights around the property line

» Any signage other than a compliant Sotheby’s International Realty brand sign

» Unfinished construction

» Vehicles in the driveway or blocking the residence (an exception to this is in populous metropolitan areas where street shots will include vehicles.)

» Flags

Avoid photos that show cluttered or untidy spaces. For example, no pictures of excessive personal items, garbage cans, chain link fences, cars parked in front of or in the driveway of a single-family home. For a full list of scenarios to avoid for photography – please reference the quality control guidelines manual found on access.sir.com.

PROFESSIONAL PROPERTY PHOTOS

Professional photographers should be asked for a variety of high-resolution images. Requesting these specifications in advance helps to streamline the data entry process and ensures that your property listing photos will appear on sothebysrealty.com and sothebysrealty.ca as well as the other marketing and distribution channels.

EGALLERY DISTRIBUTION

The eGallery system promotes approved listings on eGallery screens that run in your local offices, the Auction House and all participating Sotheby’s International Realty offices worldwide. Requirements to be included in the eGallery include:

• $1.5 million USD and above

• Minimum 10 photos

• Extraordinary imagery

• Adhering to the photo requirements, including the feature photo guidelines

PROFESSIONAL PHOTOGRAPHY

A professional photographer will:

• Take time to see the unique space and the quality features.

• Provide high-resolution photos at no extra charge.

• Use lighting, both natural and staged, to highlight your property.

• Take hundreds of images but provide you with the best.

We reserve the right to pull a listing from sothebysrealty.ca, sothebysrealty.com and eGallery that does not meet our standards.

PHOTOGRAPHY TIPS & EXAMPLES – CLEAR, CRISP IMAGES

All images must be easily identifiable and not distorted, stretched, blurry, grainy or pixilated.

Correct:

Incorrect:

Clear, crisp image with views of the distant mountains

Grainy image with illegible details

Stretched, over-exaggerated image

Clear, legible details

PHOTOGRAPHY TIPS & EXAMPLES – PURPOSEFUL PHOTOGRAPHY

Purposeful photography provides consumers with useful information about the property details including the property’s features and amenities, the rooms’ scale and proportions and the surrounding landscape.

Correct:

Every photo should help to tell the home’s unique story, not only through the image depicted but also in the order the photos are viewed.

Incorrect:

Highlights the view and the pool

Messy kitchen that doesn’t highlight the usable space

Unappealing view of concrete wall

Calls attention to the eat-in nook

PHOTOGRAPHY TIPS & EXAMPLES – ARTISTIC PERSPECTIVE

Be creative. Beautiful photography is not just about snapping a photo. Take a moment to determine the room or property’s best feature and think about how to best capture it.

Correct:

Incorrect:

Perspective and composition captures the property’s indoor/outdoor space

Fisheye lens and composition creates an unappealing perspective

The composition of this image blocks the view of the house, which is uninviting.

Captures the staircase’s beautiful architectural detail

PHOTOGRAPHY TIPS & EXAMPLES – STAGING

Removing clutter and staging a room is an essential element to creating exceptional photography. Be careful not to over stage the photo with too many cliché elements. Simple flowers, a strategically positioned throw pillow or an understated dining table setting can bring a photo to life and highlight the property’s lifestyle. The property should feel inhabited but not overly personal.

VIRTUAL STAGING

Virtually staged photos are acceptable but we are obligated to indicate the photo has been virtually staged by including a watermark on the virtually staged photos. Watermarks should be placed in the lower right-hand corner and should be a minimum of 8pt font and a maximum of 12.5pt and should state “virtually staged.” (roOomy creates watermarks automatically) It is recommended that notes are added to the photo caption field on sothebysrealty.com stating the photo has been virtually staged.

Correct:

Dated décor and clutter, should be clear of personal items.

Incorrect:

Simple décor and fresh flowers creates a lived-in look without being sterile

Virtually staged photos by roOomy

Correct:

PHOTOGRAPHY TIPS & EXAMPLES – LOGOS, GRAPHICS AND TEXT

Photos should be free of any overlaid logos, graphics and text including copy, text or illustrations unless noted below. Make sure you have appropriately secured the rights to use all photos.

Correct:

Incorrect:

Bright area indicates property boundary Filter overlaid on image showing where property lines begin

Use of magnification as pictured above is an acceptable form of highlighting the property

Traced property border is allowed utilizing a white line only and is not permitted in the first photo

A traced property border in any colour other than white, for any photo is not allowed.

Digital map screenshot and red dot are not allowed.

PHOTOGRAPHY TIPS & EXAMPLES – PHOTO EDITING

Use Photoshop and other image editing programs sparingly. Excessive editing, including the overuse of filters and colour adjustment tools, can make images appear fake and unappealing. Computer-generated renderings should be realistic and should not include digital human/animal stand-ins.

Correct:

Incorrect:

This computer-generated rendering is unrealistic and uses stand-in digital humans and animals.

Architectural sketches like the above are not approved. This artist drawing does not have colour which bleeds directly to the edges.

This rendering is clear and realistic, showcasing the completed, future structure.

Oversaturated and excessive filter use

Drawing is in full colour all the way to the edges and is free of artist marks.

Listing Guidelines

PROPERTY LISTING ON SOTHEBYSREALTY.CA & SOTHEBYSREALTY.COM

The details of a property listing are key to attracting the right prospective buyers. Like any successful advertisement, it is your opportunity to showcase your product in its best light. Property listing details must be efficient and informative providing just the right degree of depth. The intent is to communicate a property’s most appealing features, in a clear and timely fashion, while addressing all or most home buyer questions.

ATTEND TO THE DETAILS

• Submit all amenities and lifestyle information, include all of the details.

• Carefully submit all of the elements needed to ensure your property listing is complete, including:

» 10 clear, crisp, high-resolution photographs

» Accurate pricing information

» A meaningful property headline designed to be attention-grabbing but refined

» High definition video

» Photo captions should be included along with amenities tags to make sure that your property is displayed on sothebysrealty.ca and affiliate networks. There must be a minimum of 20 characters and no more than 200 characters.

• Sotheby’s International Realty Canada or Sotheby’s International Realty Québec may not be abbreviated in any way across any marketing medium (eg: SIRC, SIRQ Sotheby’s, Sotheby’s Intl Rlty Can – not allowed.)

• Never make political, religious or other statements that are inappropriate.

• Avoid using exclamation points (!), question marks (?), number signs (#) or other symbols.

• Avoid terms like “Short Sale,” “Cheap,” “Bargain” etc..in the property headline

• Never use ALL CAPITAL letters. Use Uppercase/lowercase format

• Be mindful of research findings when writing copy; avoid the words associated with low-end or inferior properties like “cozy” and “charming” (which read as old, small) and extreme words like “fantastic,” which are generally taken to mean there is nothing special to say about the property.

• Try to use complete thoughts in headlines and avoid repeating words (“views, views, views”) or using overblown phrases or superlatives to describe properties or yourself as these tend to create skepticism.

• Any quotes or testimonials regarding a property, development or Sales Associate must come from external sources and be properly attributed. (Approval for use should be obtained in writing.)

• Do not use words and terms that are sensitive and legally banned from major real estate web sites such as realtor.ca.

• Avoid real estate abbreviation like “EIK” for Eat in Kitchen or “BR” for Bedroom. Write these descriptors out completely in online spaces and other advertising opportunities where space is not limited.

• Tell the story of the property you have listed. A robust property description should be a part of every property listing which appears on sothebysrealty.com. For properties like land or lots, tell the story by painting a picture of the property’s potential.

• Write your description in a word processing program so that you can spell-check your description prior to submitting it to your office administrator.

• Keep in mind that the customer audience for sothebysrealty.com is global and some references may not make sense to a customer who lives in a different culture and/or country from yours.

HEADLINE

The headline must be succinct – 10 words or less – and include the most important aspect of the listing, whether that be a feature of the home itself or its location, history or potential. Do not include the town or city because it already appears in the listing’s location field. However, do include district or neighbourhood information if that detail enhances the listing’s value. The purpose of the headline is to stop prospective buyers and compel them to peruse the photos and details, not to tell the entire story. Please note that on the search results only 30 characters, which is about 3 words, will appear. Longer headlines will be truncated by an ellipsis.

Correct:

Magnificent Beachfront Living in Victoria

Incorrect:

The Price is Right on this New-Build Condo Featuring a Stateof-the-Art Kitchen, Four Bedrooms and Dine-In Kitchen

PROPERTY DESCRIPTION

Imagine you have 1 minute to pitch a prospective buyer. What would you say? That’s the challenge of the Overview paragraph. It essentially is your “elevator speech,” your 1 minute to describe each listing in a way that conveys the most important facts that any buyer would need to consider before purchasing a property. Tell the story of the home. Do not just list the amenities. Features and benefits should be written in the present tense to convey the energy of the moment and make the home come alive. The suggested word count is 200 words or less, though it is highly recommended to include at least 100 words.

Correct:

This custom-designed, 3,736 square-foot condominium commands mountain views and overlooks Park City, Utah, from the 10th floor of the St. Regis Deer Valley, a 1,825acre, ski-in, ski-out resort. The floor plan is designed for entertaining with four en-suite bedrooms, four full baths, a powder room, hot tub, dining room with cathedral ceiling, dine-in kitchen and three stone fireplaces. Finishes and appointments include Jerusalem limestone tile in entryway, Richard Marshall wood floor throughout the living area, Wolf appliances, motorized draperies and Crestron Audio system.

Incorrect:

Architect Stan Williamson pursued his vision for a MULTIUSE, RESIDENTIAL-VACATION COMPLEX in the Rocky Mountains when he purchased a 15-acre tract outside Park City, Utah, in 1976. He built 20 units, offered five floor plans and customized the finish to each buyer’s preference. All houses in the complex now are part of the Deer Valley Homeowner’s association, which maintains the complex to the highest standards. This unit includes four bedrooms, four bathrooms, dining room, eat-in kitchen, dining room and many vacation friendly amenities. You will be proud to call this condo your winter home!!!

PHOTO CAPTIONS

Captions tell the story represented by each image. Captions are written in the present tense to describe the scene as if it were being viewed live. There must be a minimum of 20 characters and no more than 200 characters. Your caption will appear on both the listing details page and in the gallery.

Correct:

The ever-changing cycle of nature and flurry of outdoor activities play out day after day through the floor-to-ceiling window walls of the master bedroom.

Incorrect:

Invite your entire family for a fabulous ski vacation in Utah’s premiere ski destination, where you can sleep 16 in four bedrooms. Three bathrooms means there will be no waiting in the mornings!

AREA DESCRIPTION

The location paragraph is an opportunity to promote the neighbourhood and surrounding community. This paragraph should include the top reasons to live there including amenities and services. Consider describing the neighbourhood and what it’s like to walk down the street. The suggested word count is 200 words or less, though it is highly recommended to include at least 100 words.

Copy should NOT be copied from another source such as Wikipedia.

WRITING TIPS

• Describe special spaces that perhaps you were unable to get a good photo of.

• Mention any upgrades and high-end brand name appliances etc.

• Discuss the neighbourhood and any great locations nearby.

• Avoid derogatory aspects of the property listing and highlight the best points about it.

• Recycle bits of copy that can carry from one property to another to help make your property descriptions more robust.

• Do not use “RENTAL” in the title for a rental.

• A title, or property name, is required for every property listing.

• Abbreviations should not be used in property descriptions and copy should be robust. (sq.ft., sq.mt., approx. etc.)

• The numbers one through nine should be spelled out as such within a property description.

• Local lifestyle insights.

• Include any historic or special significance of the home, its neighbourhood or the community.

• Highlight the involvement of any notable architects or designers.

• Mention prominent past owners/residents.

• Past or present notable members of the community.

CO-LISTINGS

To protect the competitive differentiation of our agents, brokers and the Sotheby’s International Realty marketing platform in an increasingly competitive market, co-listings with brokerages outside of the Sotheby’s International Realty brand are not permitted in the regions in which Sotheby’s International Realty Canada and Sotheby’s International Realty Québec operates.

Co-listings are not marketed on sothebysrealty.com or on global syndication partner websites.

OUT-OF-MARKET LISTINGS

Any out-of-market listing opportunity in an area outside of your typical service area, or outside of regions in which Sotheby’s International Realty Canada and Sotheby’s International Realty Québec operates must be reviewed and approved by your local Managing Broker to ensure that quality, expert real estate service can be offered with your involvement:

• If presented with an Out-of-Market opportunity in another Sotheby’s International Realty affiliate’s market, we strongly encourage you to properly refer these opportunities to the local affiliate. You can determine whether there is a Sotheby’s International Realty affiliate operating in that area by visiting sothebysrealty.com or access.sir.com.

OUT-OF-MARKET CO-LISTINGS

• If presented with an Out-of-Market opportunity to co-list a property with a non-Sotheby’s International Realty affiliate or agent in another affiliate’s market or international territory, we strongly discourage you from working cooperatively with the competing brand because your involvement could adversely affect the value of your fellow affiliate’s services in that local market.

• On the very rare occasion that an Out-of-Market colisting with a non-Sotheby’s International Realty agent is

approved by your local Managing Broker, strict marketing restrictions apply:

» Out-of-Market co-listings can appear on sothebysrealty. ca, but are not permitted on sothebysrealty.com or on global property syndication partner websites.

» The Sotheby’s International Realty name, logo or trademarks cannot appear with the co-listing company’s name or trademarks and cannot be used for the co-listing company’s marketing materials and website. This means that two sets of marketing materials must be produced for the property listing.

» Co-listings cannot be included in local and national co-op advertising or other exposure opportunities facilitated by the brand.

» Graphic design and marketing services are at the full expense of the agent/broker and charged at the fee outlined in the Marketing Services Guide. (Note: these services are not available to the co-listing company.)

• You may not sublicense the usage of the Sotheby’s International Realty name, logo or trademarks to an out-ofmarket, local firm.

COMMERCIAL LISTINGS

Any commercial listing opportunity must be reviewed and approved by your local Managing Broker.

Commercial listings are not marketed on sothebysrealty.com or on global syndication partner websites.

CO-LISTINGS& COMMERCIAL LISTINGS ARE NOT SYNDICATED GLOBALLY

Co-listings are not marketed on sothebysrealty.com or on global syndication partner websites.

Exclusive Listings

Public marketing of exclusive listings is prohibited by Canadian Real Estate Association’s (CREA).

MLS® LISTING MANDATORY WITHIN THREE DAYS OF PUBLIC MARKETING

CREA requires that any residential property publicly marketed by a REALTOR® be placed on the MLS System within three days.

Public marketing includes one-to-many communication such as company or broker websites, yard signs, email newsletters, ads, social media, press releases, direct mail, digital marketing, and other public channels.

EXCLUSIVE LISTINGS: ONE-TO-ONE MARKETING ONLY

Exclusive listings cannot be marketed publicly. Doing so triggers the requirement to list the property on MLS.

To ensure compliance and to protect the legal interests of our agents and brokerage, Sotheby’s International Realty Canada does not display exclusive listings on public-facing platforms including sothebysrealty.ca, sothebysrealty.com, global property syndication, yard signs, email newsletters, ads, social media, press releases, direct mail, digital marketing, or any other public marketing channel.

Marketing for exclusive listings is limited to one-to-one communications, such as:

• Direct conversations between a listing agent and a potential client or another agent

• Individual email communication from a listing agent to a potential client or another agent

QUEBEC COMPLIANCE

In Quebec, the provincial regulator, OACIQ, enforces mandatory forms and regulations that take precedence over provincial or national association rules, including CREA.

Please consult your Managing Broker on current restrictions on marketing exclusive listings.

Listing Video & Matterport

PROPERTY VIDEO

Professional video plays a significant role in successfully marketing a property for sale. The number of exposure opportunities can exceed listings with just photos and text alone. In order for the video to be on sothebysrealty.ca and sothebysrealty.com the following criteria must be met:

• Between 1 to 3 minutes in length that share the unique nature of the property and reflects the brand.

• Ultra High-Definition (UHD) and High-Definition (HD) videos in 4K (3840 x 2160 px) and in a 16:9 aspect ratio. When not available, 1080p is the minimum acceptable resolution.

• Music track with optional voiceover.

• Professionally taken video.

• No on-screen logos, graphics, or text. Written or graphic identification is not needed within the video because it will appear on the same page as your listing.

• All major file formats (MP4, AVI, MPEG) are accepted –web-friendly mp4 preferred. The file must be less than 1GB in size.

Audio

• A backing track of royalty-free (right to use copyrighted material or intellectual property without the need to pay royalties or license fees), or licensed music is required.

• If narration is added to the video, it must be a clear and crisply recorded voice-over that providing descriptive information in an unobtrusive manner. Avoid regional dialects.

Style

• We suggest that you hire a professional videographer or use a tripod or stabilizing system to avoid shaky video.

• Avoid jump cuts, in which two sequential shots of the same subject are taken from camera positions that vary only slightly.

• Do NOT use still imagery. This will avoid duplicating the look and feel of our existing Virtual Tours, which will create an inconsistent feel and fail to take full advantage of the video medium.

• Keep the focus on the property, with minimal superfluous on-screen elements. When used sparingly and in a refined, elegant manner, on-screen talent has the ability to add to the quality of the production. When using on-screen talent, the following guidelines should apply.

» Adds value to the message of the video

» Professional appearance and demeanour

» Provides an expert point-of-view

» On brand

Click to Watch Video – This example is edited to a calm, luxurious pace with crisp, in-brand voiceover. Footage is paced very well and uses modern cinematographic elements that reflect the property and the brand perfectly.

15 SECOND PROPERTY CLIP

Your 15 Second Property Clips are the first impressions consumers have of the Sotheby’s International Realty brand and your property. The 15 Second Property Clip is intended as a “Preview” of the full-length Property Video, meant to be displayed on a large-format screen, including the Apple TV eGallery and sothebysrealty.com home page. These platforms are full-screen experiences that play automatically with no audio.

In addition, the brand will continue to utilize the 15 Second Property Clip through new distribution venues (including through social media and advertising channels) into the future.

• Length – 15 seconds exactly.

• 4K Ultra High Definition / HD (4K/1080p) Our home page and Apple TV App displays videos at a maximum of 4K (resolution of 3840 x 2160 pixels) and will scale down in resolution and aspect ratio to accommodate browser size and user bandwidth. As a result, video source files you submit must be at least 1080p for placement and formatted in an aspect ratio of 16:9.

• Music track with no voiceover. A backing track of royaltyfree (right to use copyrighted material or intellectual property without the need to pay royalties or license fees), or licensed music is suggested. If utilizing the same audio track from the full-length Property Video, please ensure your purchased license includes two uses (referred to as “derivative works”).

• Music should be edited to the length of the 15 Second Video Clip and not start or get cut off unexpectedly.

• 15 Second Property Clip cannot have voiceovers.

• No audio is included when viewing videos on the sothebysrealty.com home page or Apple TV eGallery app.

• The use of actors or on-camera talent is not permitted. Instead, emphasize the property, location, or lifestyle.

• No still images should be used in the 15-second video.

• Leisurely paced, combine least number of shots as possible

• No on-screen logos graphics or text.

• All major file formats are accepted – web-friendly mp4 preferred. Must be less than 300 MB in size.

Click to Watch Video – This example is well-paced and allows each shot to have room to breathe before cutting to the next. Compositions are focused on wide and “epic” videography, with some intimate interiors used based on the property. Minimal camera movement. Edited to exactly 15 seconds with no audio.

MATTERPORT 3D IMMERSIVE TOURS

Matterport 3D Tours allow prospective buyers from around the world the ability to virtually tour your client’s home. It is a great addition or complementary piece to photos and video. Matterport’s 3D tours can be experienced from personal computers, mobile devices, tablets, or by using a Virtual Reality headset. Matterport is supported by both sothebysrealty.ca and sothebysrealty.com. Contact your local marketing coordinator for a recommended service provider in your area.

SUBMITTING VIDEO & MATTERPORT

You must provide the files (MP4, AVI, MPEG) for your property video and/or 15 second property clip to your Listing Coordinator for upload into our global system.

Once approved videos are auto-syndicated from sothebysrealty.com to sothebysrealty.ca, YouTube and select media partners.

In order for a Matterport tour to appear on your listings page you must insert your Matterport link via gateway.sothebysrealty.ca or provide the link to your Listing Coordinator.

Once submitted Matterport tours are auto-syndicated from sothebysrealty.ca to sothebysrealty.com, and select media partners.

Listing Signage

All property signage must strictly follow company-approved templates and brand standards. Property signage must be ordered from a Sotheby’s International Realty® brand approved vendor.

YARD SIGN

The standard yard sign consists of a square blue panel with white type and square corners. The size of the overall sign is 24” wide by 24” tall (an area of 4 square feet).

OPTIONAL (PERSONALIZED) YARD SIGN

Optional yard signs have been developed incorporating sales associate names into the signage. The size of the overall sign is 24” wide by 30” tall (an area of 5 square feet) to allow for the addition of names. They allow for either one or two sales associates names and contact numbers.

OPEN HOUSE SIGNS

The standard size of the open house sign is 24” wide by 24” tall. Other pre-approved variations may be available through our approved vendors and with approval from the Corporate Marketing office.

DIRECTIONAL SIGNS

The standard size of the directional sign is 24” wide by 12” tall. Other pre-approved variations may be available through our approved vendors and with approval from the Corporate Marketing office.

* Examples not shown to scale.

RIDERS

All riders are 6” high panels. The standard rider is 24” wide. The rider width must match the yard sign width. Please refer to next page for a list of approved riders.

Top-of-Sign Riders

Top-of-sign riders are always Sotheby’s International Realty® blue with type reversing to white. These should always refer to an action being taken on behalf of the sale of the property. Standard signs are available for commonly used riders (i.e., Sold, Under Contract).

Bottom-Of-Sign Riders

Bottom-of-sign riders are always Sotheby’s International Realty® blue with type reversing to white. These should always refer to a Sales Associate, contact information or features of the house.

QR Code Riders

QR code riders must link directly to the property details page on sothebysrealty.ca. For Sotheby’s International Realty Québec, QR code riders must link directly to the French property details page on sothebysrealty.ca. Text on the rider cannot be changed in any way.

LARGE-SCALE SIGNS

Company-approved, large-format yard signs for large estates, properties and lots are available in sizes up to 8’ x 6’ and can be personalized to showcase your property listing while meeting brand standards. Highlight up to three agents, brokers, or a team name, with contact details, optional images, bullet points, titles like “For Sale” or “Land Assembly,” and a branded QR code for instant engagement. To order your largescale property yard sign, contact your local marketing team.

SIGNAGE GUIDELINES

• Approved Team and Sale Associate website are permitted on riders only. Team and Sale Associate websites are not permitted on main yard signs.

• Approved team names are permitted on personalized team signs and Sales Associate riders. Team names are not allowed on any listing signage for Québec brokers; you can depict the team name as a URL. Refer to team guidelines for details.

• Personal designations are not permitted on yard signs or riders.

• ‘www.’ prefix is eliminated from all web addresses on sign panels.

• Area codes are mandatory on all signage.

• All yard, open-house and rider signage must be ordered and produced by a Sotheby’s International Realty Canada or Sotheby’s International Realty Québec approved vendor. Preferred sign vendors are approved by the corporate marketing office.

Unapproved Signage

The following types of signage are strictly prohibited for the brand:

• Bench ads

• Billboards (fixed or mobile)

• Bus shelters or bus ads

• Car magnets, car wraps or taxi tops

ORDER SIGNS

APPROVED STANDARD RIDERS

• 24-Hour Recorded Information

• 3D Tour Available

• __ Acres

• Acreage

• Acres

• Antique

• Arrow (pointing left or right)

• Bay View

• Beach Access

• Beachfront

• By Appointment Only

• Coming Soon

• Commercial

• Commercial Lot

• Condominium

• Cooperative

• Cottage

• Eco-friendly

• Exclusive

• For Lease

• For Rent

• For Sale

• Guest House

• Home Warranty

• Horse Property

• In-Law Suite

• Investment

• Lake Access

• Land

• LEED/GREEN

• Lot For Sale

• Mountain Home

• National Seashore

• New Construction

• New Homes (in arrow)

• New Price

• Oceanfront

• Open House (in arrow)

• Open Sunday (replace day)

• Open Sunday # to # (replace day)

• Pond Front

• Pool

• Pool/Spa

• Price Reduced

• PropertyAddress.com

(Example: 42CottageLane.com)

• QR Code View Property

• Renovated

• Sale Pending

LEED/GREEN Lot For Sale

• Shown by Appointment

• Single-Family

• Sold

• Sub-dividable

• Summer Rental

• Swimming Pool

Mountain Home National Seashore New Construction New Homes (in arrow) New Price Oceanfront Open House (in arrow)

• Text:__To:__

• Townhouse

• Under Contract

• View

• Vineyard

Sunday Open Sunday # to # (1 or 2 line rider, both approved) Pond Front

Pool/Spa

• Virtual Open House

• Video Tour Available

• Waterfront

• Waterview

• Winery

Advertising Requirements

We highly recommend that you use the templates that have been created to differentiate the Sotheby’s International Realty Canada or Sotheby’s International Realty Québec brand.

GENERAL ADVERTISING GUIDELINES

• As per your contract, there must be consistent use of the Sotheby’s International Realty Canada or Sotheby’s International Realty Québec logo lockup and other marks in your advertising efforts.

• Avoid using clip art, caricatures or any type of illustration other than architectural renderings.

• Use the guidelines mentioned throughout this manual (i.e. photo requirements, suggested taglines, logo lockup, typography guidelines, legal disclaimer requirements, etc.)

DESIGN VAULT

Design Vault is an online, web-based portal that gives you the ability to create print ads, co-op ads, web banners, social media assets, postcards, listing presentations and more. With access to brand-approved marketing templates, Sotheby’s auction house images, videos, fine art pieces, and marketing brochures, Design Vault is a seamless way to create exceptional elements to support your marketing. Start using Design Vault on gateway.sothebysrealty.ca.

NON-TRADITIONAL AND BILLBOARD ADVERTISING

As a member of Sotheby’s International Realty Affiliates LLC network, Sotheby’s International Realty Canada and Sotheby’s International Realty Quebec are legally required to abide by global standards outlined in our Policies and Procedures Manual/ [Brand] Identity Standards Manual fulfill our legal

obligations under our Franchise Agreement with Sotheby’s International Realty Affiliates LLC.

As part of these legal obligations, certain forms and placements of advertising are prohibited. These are, but are not limited to:

• Agent/broker billboards

• Bench ads

• Grocery stores and store carts

• Menus and placemats

• Bus shelters

• Car magnets

• Taxi tops

• Car wraps

• Trash cans

• Lamp posts

Penalties

If an agent/broker advertises on billboards or other forms of non-traditional advertising, the company will levy the following penalties at the agent/broker’s cost:

• Removal of the agent/brokers’s Agent ID and Team ID profiles from sothebysrealty.ca.

• Removal of the agent/brokers’s property listings from sothebysrealty.ca, sothebysrealty.com, and the global property syndication platform.

• A minimum $5,000.00 CDN fine will be immediately deducted from the Agent’s commissionable income.

• Removal of the billboard or other form of non-traditional advertising at the cost of the agent/broker.

AGENT/BROKER BILLBOARDS

PROHIBITED–APPLY FOR COMPANY ASSISTANCE

Sotheby’s International Realty Canada and Sotheby’s International Realty Québec have obtained limited permission to advertise on brand-templated billboards, subject to strict legal terms and conditions. An Agent/Broker who wishes to advertise on the Companies’ billboards may apply to do so on their behalf, subject to fulfilling all legal terms and conditions under a signed Billboard Media Contract with the Company.

GOOGLE ADWORDS

Google Adword campaigns must clearly convey that they are for an individual Sales Associate and not on behalf of the local Sotheby’s International Realty Canada or Sotheby’s International Realty Québec office, or the brand.

• Links must be directed to an agent’s site and not sothebysrealty.ca

• Agent name must be clearly visible

REALITY TV

Check with your managing broker and marketing coordinator prior to signing any agreement to participate in reality programming of any sort as company approval is required in advance of your participation. Our approval may be conditional upon, among other things, the restriction, and/or prohibition on uses of the brand logo, Sotheby’s International Realty Canada or Sotheby’s International Realty Québec or Sotheby’s International Realty®. Consideration should be given to engagement in such media opportunities as participants rarely have the rights to review the final product and the way in which you and your reputation are portrayed.

HIGH DEFINITION OUTDOOR DIGITAL DISPLAY

We must approve in advance and prior to signing any agreement, any use of High Definition Outdoor displays by you. Such approval is at our sole discretion. Our approval may be conditional upon, among other things, the restriction or prohibition on uses of the brand logo, placement and duration.

SPONSORSHIP OPPORTUNITIES

When presented with opportunities to sponsor events, teams, causes etc. in your local market it is crucial to carefully follow all branding guidelines. Specifically, ensure your company logo, if used, is not used in conjunction with any other logo. Co-branding the Sotheby’s International Realty Canada or Sotheby’s International Realty Québec logo with the logo of any other business is strictly prohibited. Proper spacing of the logo is also essential. Although it is important to strive for as much clear space as possible around the logo, it is required to maintain the minimum “S” spacing on all sides. Ensure your local marketing team approves the use of the branding for this local event.

MOBILE APPS

An “App” is defined as any software application that is downloaded to a mobile device; for example, apps offered in such platforms as the Apple “App Store” and “Google Play.” As of August 1, 2017, no sales associate may create or publish any app, other than the brand-approved app solution described at access.sir.com. In the event an app appears in an app store in violation of this policy, we reserve the right to remove the app (or have it removed) without reimbursement or further notice to you.

Team Guidelines

TEAM NAMES

Sotheby’s International Realty Canada and Sotheby’s International Realty Québec has adopted Sotheby’s International Realty® brand standards and guidelines for team names, which stipulate that team names follow a convention that “has to be a person’s name and cannot include the words Realty, Real Estate, Property and so on” for all marketing collateral.

When selecting a team name the following criteria must be met and approved by your local Marketing Coordinator and Managing Broker:

• The team name must include an actual person’s name. It can only be a name. eg. Team Anderson.

• The team name cannot include a moniker (eg. Luxury Team), that does not include a team member’s name.

• Must not use Realty, Real Estate, Property and like names, are not approved for inclusion in a team name.

• No logos, icons or graphics are allowed to accompany the team name.

• Must not include “Sotheby’s” or any variations of Sotheby’s as part of team name.

Acceptable Combinations

• Anderson Team

• Team Anderson

• Anderson & Team

• Anderson & Smith

• Team Anderson & Smith

• The Anderson Group

• Group Anderson

• Anderson & Associates

Unacceptable Combinations

• Anderson & Company

• Anderson Real Estate

• Anderson Collection

• The Anderson Bunch

• Luxury Anderson Team

WHERE ARE YOU ALLOWED TO USE A TEAM NAME?

All team names once approved by a local Marketing Coordinator and Managing Broker will be allowed for use on all collateral (business cards, signage, advertisements, and communications).

TEAM WORDMARKS

The Sotheby’s International Realty Canada or Sotheby’s International Realty Québec logo must appear on all core collateral. Please note that team and individual Sales Associate logos are not permitted. Approved teams and Sales Associates may use a wordmark, a distinct textonly typographic treatment of the name for purposes of identification and branding.

• When creating a wordmark use the guidelines mentioned throughout this manual (i.e. logo lockup, brand colours, typography guidelines, etc.).

• All wordmarks must be approved by your Regional Marketing Manager.

• Wordmarks cannot be used on core collateral (business cards, stationery, signage, sothebysrealty.com, sothebysrealty.ca, etc.)

Acceptable Team Wordmarks

TEAM PHOTOS

• Team photos are permitted if the photo is compliant with our current sales associate photography guidelines. Sale Associates are also required to have individual photos for core marketing materials.

• Although team photos may not be used on any core collateral (e.g. stationery, business cards, yard signs, global distribution brochures, and postcards) they may be used on other local marketing items.

• Adding in team members digitally is not acceptable

Acceptable Photographs

Unacceptable Photographs

TEAM SIGNAGE

• Team names may not appear on standard yard, openhouse or directional signs.

• Optional (personalized) yard signs allow for either one or two sales associates names and contact numbers.

• Sign riders with the approved team name and/or the approved team URL are allowed.

• A specialty team yard sign may be available through our approved vendors and with approval from the Corporate Marketing office. Contact your local Marketing Coordinator for more information. *

Sales Associate & Team

Website Guidelines

As a brand, our collective primary goal should always be to drive traffic to the homeowner’s property to encourage a transaction. As we endeavour to realize this goal it is imperative that we remain consistent with our brand vision and positioning in all communications across every medium.

YOUR PROFILE WITH US

Every Sotheby’s International Realty Canada agent receives a personalized and branded website on our platform at no cost. With Agent & Team Identity (ID), you can build a beautiful, web and mobile-optimized agent website quickly, no coding needed.

Agent & Team ID features:

• Personalized website and profile page

• Testimonials from your clients

• Active, rental and sold listings

• Real-time ‘Open House’ banners

• Interact directly with consumers via Messenger on any device.

• Biography & profile video

Should you choose to set up a separate web page, please feel free to do so. Although your website design and creation is up to you, the following guidelines will need to be adhered to throughout the process.

SALES ASSOCIATE WEBSITE URLS

Always consult with your local marketing team first before you register a domain name. Do not register a domain name that

includes the word “Sotheby’s” alone under any circumstances. These addresses are reserved for use by the Sotheby’s Auction House. Please note: If a web address has already been registered that contains the word “Sotheby’s“ alone – you will be asked to abandon it (without reimbursement) or transfer it to the Auction House (at your expense).

• The registration of an unauthorized web address is a misuse of the trademark. If you fail to correct or remedy the registration of an unauthorized web address you risk the consequences.

• Geographic domain names that include the words “Sotheby’s Realty” are not permitted. (eg. sothebysrealtyyorkville.com)

• Web addresses should be as short and as simple as possible. Website addresses, as with all materials and items published that incorporate the Sotheby’s International Realty Canada name and marks, must be consistent with the Identity Standards Manual.

Your Marketing Coordinator will be responsible for approving any website URL you wish to register. You must get approval from this contact first prior to registering any domain names to ensure brand standard compliance.

Sales Associates are not permitted to use personal website domain names or (any uniform resource locator) unless specific procedures are followed by the broker/owner of the company. Sales Associate websites must adhere to the guidelines in the Identity Standards Manual.

Sales Associates may register domain names that include their name, abbreviations of their name, specific and similar geographic areas they serve or any other set of words that are professional and consistent with your standing as a leading luxury real estate company.

The use of a subdomain is also permitted but only in association with an approved brokerage domain name, for example JaneSmith.brokeragedomain.com

The following URLs are permitted under our guidelines.

• JaneSmith.com

• AspenDistinctiveHomes.com

• Jsmythe.com

• NewZealandhome.com

• JaneSmith.brokeragedomain.com

Sales Associate websites that comply with these guidelines are permitted on the following personal marketing materials, once they have been approved by your local Marketing Coordinator.

• Co-op Advertising

• Postcards

• Property Brochures

• Business Cards

• Agent & Team ID Profile Pages

• Sign Riders

• Personal Promotional Materials

WEBSITE CONTENT GUIDELINES

Consistency is vital in the maintenance of a strong brand. Therefore the tone, look and feel of your website should be in line with the marketing direction and image of the brand as a whole.

Sotheby’s International Realty Canada and Sotheby’s International Realty Québec must always be spelled out throughout the website content (i.e. no usage of SIRC, SIRQ, ‘Sotheby’s’ or ‘Sotheby’s Realty’).

Colour choice is important – it is recommended that you avoid red and other colours that might hinder brand differentiation. For the brand colours refer to pg 8.

You should have a site hosting contract from a reliable vendor with 99% up-time guarantee and regular site maintenance.

Any links to external content must be reviewed at least monthly and updated as needed.

An up to date “Sotheby’s International Realty Canada” logo and link to sothebysrealty.ca or office home page must be placed on the home page of the site.

The site must follow the identity standards format as set by Sotheby’s International Realty Affiliates LLC. The identity standards manual can be found on the access.sir.com website under standards & guidelines.

The standard online disclaimer (shown below) must be posted in conspicuous type and location, on each page of the sales associate website:

Sotheby’s International Realty Canada is Independently Owned And Operated.

Sotheby’s International Realty Québec is Independently Owned And Operated. Real Estate Agency.

Sales Associate/Team logos are not permitted by Sotheby’s International Realty Affiliates. Wordmarks created by your local Marketing team are allowed.

CLEAR IDENTIFICATION

The Sale Associate or Team name needs to be clearly visible so that the site is identified as their site and not the official sothebysrealty.ca and sothebysrealty.com

Sales Associate websites should be aesthetically consistent with sothebysrealty.ca, capturing the spirit of the brand’s overall imaging. For example – stay away from clip art or caricatures, opting instead for beautiful high-resolution photography that tells the story of the property listing.

The design of the site must be approved by the Marketing team for overall tone and content. A general guideline is that the site must be clearly the agent’s alone, not a portion of the Sotheby’s International Realty Canada brand’s site.

SALES ASSOCIATE COMPLIANCE CHECKLIST

• Has your website address been approved by your local Marketing Coordinator or Website Compliance Contact?

• Are the brands’ trademarks and disclaimers being used properly according to the identity standards of the Sotheby’s International Realty Canada brand?

• Have you used the term ‘Sotheby’s International Realty Canada’ or ‘Sotheby’s International Realty Québec’ appropriately in your text?

• Are you using the correct logo image file for Sotheby’s International Realty Canada or Sotheby’s International Realty Québec?

• Does the aesthetic quality of your website match the look and feel of the brand’s image?

• Is there a sales associate or team logo not permitted by Sotheby’s International Realty Affiliates on your site?

• Is ‘your sales associate website’ clearly identified by the user as ‘your site’ and not an affiliate of Sotheby’s International Realty Canada?

• If you are uncertain about any of the above questions please ask your broker or Website Compliance Contact for clarification.

PHOTO RIGHTS AND USAGE

Be sure to obtain the proper rights to the photographs and other media you use in marketing your properties and in all your marketing assets. Take time regularly to review your web presence and marketing collateral. This includes the use of our Fine Art images. If you are using these images, be mindful of the expiration dates so you are not held accountable for any unauthorized use. The expiration dates for the Fine Art images are listed on access.sir.com.

Social Media Guidelines

The proper presentation of the Sotheby’s International Realty brand is required across all marketing including social media. These standards apply to all channels including Facebook, Instagram, LinkedIn, TikTok, YouTube and Pinterest. Exceptions are permitted only when they are needed to comply with provincial and local real estate boards regulations.

ACCEPTABLE

SOCIAL MEDIA PROFILE FORMAT:

• Profile Name: Sue Smythe

• Username: @SueSmythe

• Profile Photo: Professional Sales Associate or Team Photo

• Vanity URL: /SueSmythe

• Description: Includes your company’s full DBA, Sotheby’s International Realty Canada or Sotheby’s International Realty Québec or company Instagram handle: @canada_SIR or @Québec_SIR

• Cover Photo (If Required): Use a photo with a personal photo or listing, or a photo with an approved company logo.

• We recommend using a separate account for business & personal use.

THE FOLLOWING ARE NOT PERMITTED UNDER OUR GUIDELINES:

Profile Name:

• Sue Smythe Sotheby’s

• Sue Smythe Sotheby’s Realty

• Sue Smythe SIR

• Sue Smythe Sotheby’s IR

• Sue Smythe Sotheby’s Toronto Usernames

• @SueSothebys

• @SueSmytheSIR

• @TorontoSothebys

• @SIRToronto

Vanity URL:

• /suesmythesir,

• /suesmythesothebys

Profile Photo:

• Sotheby’s International Realty brand logo,

• Sotheby’s International Realty company logo,

• Sotheby’s Auction logo,

• Any altered version of a Sotheby’s International Realty brand or company logo

Google My Business

Google My Business is a powerful tool to help customers searching Google and Google Maps to find your business.

In order to ensure that Sotheby’s International Realty® Canada’s offices appear in Google search results, the following guidelines are enforced:

• You are NOT permitted to use the Sotheby’s International Realty® brand or an abbreviated version on Google My Business.

• You are NOT permitted to use the Sotheby’s International Realty Canada logo as your business cover photo, or anywhere in your profile photo on Google My Business.

If you conduct business in Ontario, you will need to include the following in your Google My Business profile:

• Due to RECO guidelines, you must indicate the disclaimer “Sotheby’s International Realty Canada, Brokerage” in your Google My Business description field.

• You must also include your title and designations in the Google My Business description field. If you are a team you must include all agents and their titles and designations in the Google My Business description field.

• You are NOT permitted to use the Sotheby’s International Realty® brand or your company name, or any abbreviated versions in the “Business Name” field. You may use your company’s full DBA in the Experience field.

EXAMPLE OF THE PROPER USE OF A GOOGLE MY BUSINESS PROFILE:

• Business Name: Sue Smythe

• Profile Photo: Professional Sales Associate or Team Photo

• Cover Photo: Use Professional Sales Associate or Team Photo or listing photo

• Category: Real Estate Agency

• Business Descriptions: Includes your company’s full DBA, Sotheby’s International Realty Canada or Sotheby’s International Realty Québec.

THE FOLLOWING ARE NOT PERMITTED UNDER OUR GUIDELINES:

Business Name:

• Sotheby’s International Realty Canada

• Sotheby’s International Realty Québec

• Sue Smythe Sotheby’s Realty

• Sue Smythe SIR

• Sue Smythe Sotheby’s IR

• Sue Smythe Sotheby’s Toronto

Profile/Cover Photo:

• Sotheby’s International Realty Canada Logo

Category:

• Anything other than Real Estate Agency

Business Description:

• Anything other than Sotheby’s International Realty Canada, Brokerage | *Sales Representative