Some companies revolutionize how we share stories, market products, and make purchases. Sotheby’s International Realty, the globally operating real estate agency with roots in the esteemed Sotheby's Auction House since 1744, is one of them. By embracing the art world's elegance and timelessness, it has introduced a depth to real estate marketing that goes beyond standard commercial tactics - while maintaining a strong brand into local real estate markets around the world. This approach naturally invited the company to center storytelling and sophistication in their branding and marketing. every property listed with Sotheby’s offers new stories and futures for potential buyers. From 269 year old distinguished heritage to the art of marketing homes around the globe: learn more about the Sotheby’s International Realty office launched in Amsterdam in 2019 and how House Of Narrative contributed to integrating storytelling into the newly established marketing department.

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Sotheby’s: you might know it from selling our world's renowned treasures, including works by Andy Warhol, Leonardo Da Vinci, René Magritte, Paul Gauguin, Cartier watches, Piet Mondrian, and more. The acclaimed auction house has been uniting fine art collectors with world-class works of art since 1744 in London and expanded to New York City in 1955. The Sotheby’s International Realty brand is built on the centuries-long prestige of this legacy. Founded in 1976, Sotheby's International Realty inherited the iconic brand name, building on its legacy by delivering high-end real estate services for luxury homes across the globe. Over the years, the brand has evolved into a collaborative network of brokerage agencies offering a distinctive selection of luxury homes, estates, and properties for sale throughout the world. With nearly 1000 offices in key metropolitan and luxury locales across 81 countries and territories, the brand has cemented its global presence.

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Translating the opulence and artistic narrative of the art world into the real estate market is a nuanced art in itself. How does a brand like Sotheby's International Realty, with its deep-rooted heritage, continue to expand and succeed without sacrificing quality, especially across diverse local markets worldwide? Within the realm of iconic brands that have revolutionized their sectors, Sotheby’s International Realty distinctly shines. What sets the brand apart is its strong global identity, which it adeptly melds with the unique characteristics of local environments, real estate markets, and the rich narratives of each property it lists. Sotheby's International Realty boasts a remarkable collection of luxury properties across the globe, drawing strength from its strategic alliance with Sotheby's Auction House. This partnership enables the brand to reach an elite pool of buyers, further enhanced by exclusive media partnerships with prestigious outlets like The New York Times, The Wall Street Journal, and Architectural Digest. Such collaborations solidify Sotheby's International Realty’s standing as a vanguard in the luxury real estate market, demonstrating an unparalleled blend of global appeal and local resonance.

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After establishing offices in New York, Tokyo, Madrid, Paris, Sydney, Hong Kong, Miami, Cape Town, Los Angeles, Singapore, and many more, Sotheby’s International Realty opened in Amsterdam in 2019. A skilled team of real estate agents and marketers launched the office directly above the Amsterdam Auction House Headquarters, consolidating their existing portfolio of listings. During the initial marketing phase, House of Narrative joined the Sotheby’s International Realty Amsterdam team in the first year, contributing to the brand's establishment in the city. Operating under a franchise model, Sotheby's International Realty mandates that each franchisee adhere to stringent standards, equipping them with comprehensive, American-centric marketing guidelines. For Sotheby's International Realty Amsterdam, this involved creating social media content, writing texts, and designing brochures within the framework provided by the American marketing department.

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Despite the rich availability of templates, guidelines, and design tools, the marketing materials had to be tailored to suit Amsterdam's discerning market, finding a balance between luxury and the city's more grounded expectations. The prestige of the Sotheby’s brand is recognized worldwide. Translating the brand's essence into the densely populated, highly competitive Amsterdam real estate market, which is already full of established agencies, posed an intriguing challenge. Moreover, Sotheby’s International Realty caters to a high-end, international audience, with a brand history that inspires trust and timeless quality. Its clients are selective, seeking only the most unique and special properties. Given this, how does the brand stay in tune with such an audience's expectations, necessitating a marketing approach that stands apart?

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At the heart of Sotheby's marketing philosophy is a commitment to storytelling, depth, and providing solid, engaging information. An editorial approach that emphasizes the story of a home, the character, heritage, and unique features, selling a luxury lifestyle rather than just a property. Listed houses are marketed not just as homes but as gateways to lifestyle preferences—whether that be watersports, golf, island living, vacations, or mountain retreats. This strategy is predicated on the understanding that its clientele does not just invest in property but in the timeless quality and legacy of a brand that has honed its expertise over 269 years. The work of House Of Narrative for the new office in Amsterdam at the time further amplified this strategy, producing brochures, articles, social media content, and website texts that not only meet high American standards but also enrich the luxury experience. We focused on showcasing the unique stories tied to Sotheby’s International Realty Amsterdam's early listings. These ranged from the historical elegance of a grand mansion on Keizersgracht and the tranquil beauty of a lakeside retreat in Vinkeveense Plassen, to the sleek, modern appeal of a metropolitan apartment in the heart of Amsterdam.Inspired by the rich histories and unique experiences tied to each home, the crafted narratives invited potential owners to envision their future lives within these spaces.

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At the heart of Sotheby's marketing philosophy is a commitment to storytelling, depth, and providing solid, engaging information. An editorial approach emphasizes the story of a home, its character, heritage, and unique features, selling a luxury lifestyle rather than just a property. Listed houses are marketed not just as homes but as gateways to lifestyle preferences—whether that be watersports, golf, island living, vacations, or mountain retreats. Inspired by the rich histories and unique experiences tied to each home, the crafted narratives invited potential owners to envision their future lives within these spaces. This strategy is based on the understanding that its clientele invests not just in property but in the timeless quality and legacy of a brand that has honed its expertise over 269 years.

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The work of House Of Narrative for the new office in Amsterdam further amplified this strategy, producing brochures, articles, social media content, and website texts that not only meet high American standards but also enrich the luxury experience. We focused on showcasing the unique stories tied to Sotheby’s International Realty Amsterdam's early listings. These ranged from the historical elegance of a grand mansion on Keizersgracht and the tranquil beauty of a lakeside retreat in Vinkeveense Plassen, to the sleek, modern appeal of a metropolitan apartment in the heart of Amsterdam. By producing high-quality materials, we aimed to connect with potential buyers on a more personal level, all while navigating the overarching guidelines from headquarters in New York, the context of the media available, the specific dynamics of Amsterdam's real estate market, and commercial objectives. After all, compelling as a story might be, the ultimate goal remained to sell the property. This reality was a fundamental aspect of our work. Texts were meticulously designed to provide potential buyers not just with a vision of an elite property but a lifestyle that could be theirs—a lifestyle that matched their aspirations and dreams. The team in Amsterdam remains committed to this storytelling approach, with skilled marketers now leading the charge to maintain its legacy.

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