July 2014 v1.2

The Sotheby’s International Realty® brand is the voice of luxury real estate. To help you present your listings- and yourself-

in that voice, we have created this Style Guide to aid you in communicating with consumers. While this focuses on our

website, sir.com, as the starting point, the basic tenets apply to any medium you are working in.

Our website was designed to be a content-rich consumer destination that focuses on property, lifestyle and location. Our

research shows buyers are attracted to luxury home listings that have extraordinary photos and videos, which they can

consume more rapidly than reading descriptions. At a glance, photos and videos convey size, architectural style, condition,

quality and an impression of the neighborhood, potentially making an emotional impact and connection with prospective

buyers. As a result, property descriptions need to say more with fewer words, and support the visuals in telling the unique

story of a home.

We designed sir.com with all this in mind. You are key to making it a success. You can maximize the impact of your listings

on sir.com by providing high-quality interior and exterior photos and videos. Learn how to say more to prospective buyers

with fewer and more impactful words. This Style Guide was designed to help you do just that. Finally, we recommend

viewing the guide digitally as links to online examples are provided within.

I. sir.com Homepage

II. Property Listing Details

A. Property Video

B. Headline

C. Photography

D. Photo Captions

E. Property Overview

F. Location Overview

G. Location Video

H. Owner’s or Expert’s Quote

III. Office Profiles

IV. Associate Profiles

V. Content Specifications At A Glance

VI. Writing Tips

VII. Legal Terms & Conditions

The new sir.com homepage features a minimum rotation of 4 videos, each exactly 15 seconds in length, and will be a combination of property, places (location / destination) and lifestyle content. The same standards apply across all 3 variations. Your videos are the first impressions consumers have of the Sotheby’s International Realty brand. So it is imperative that they meet or exceed the required quality standards. The homepage video viewer is a full-screen experience that plays automatically. All 15-second clips must be provided in final, edited form. We reserve the right to edit video submissions.

Exactly 15 seconds

High Definition 1080p

Our homepage displays videos at a maximum of 1080p (resolution of 1920 x 1080 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.

None

To minimize disruption to the end user, we have chosen to not include audio on our homepage videos.

No shaky video or intermixed still photography

We highly recommend:

Hiring a professional videographer

Shooting single-take footage from a fixed point and with no movement, which creates a subtle, modern feel. Include

movement within the frame to create action (e.g. a crackling fireplace in the living room, a sun setting behind the

home)

If camera movement is preferred, utilize a stabilizing system that will avoid a shaky video result. “Shaky camera”

techniques are not allowed.

The use of actors or on-camera talent is not permitted on homepage videos. 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 possible

Your completed :15s video should combine no more than 6 total shots but ideally only 1 or 2.

No on-screen logos, graphics or text

Written or graphic identification is not needed within the video because it will have a text overlay on the homepage with

relevant information.

MP4

Correct:

Click to Watch Video

Correct:

Click to Watch Video

Examples above are and well paced allow each shot to have room to breathe before cutting to the next.. Compositions are focused on

wide and “epic” photography, with minimal camera movement. Edited to exactly 15 seconds with no audio.

Affiliate listings posted on sir.com now are structured with the following elements:

A. Property Video: Showcase the unique nature of the property

B. Headline: Demand attention, compel interest

C. Photography: Make an emotional impact and connect with buyers

D. Photo Captions: The stories behind the images

E. Property Overview: Your listing’s elevator speech

F. Location Overview: Top reasons to live here

G. Location Video: Give distant buyers the same perspective as those who visit in person

H. Owner’s or Expert’s Quote: Share the designer, architect or seller’s passion

*Please consider translating copy and video voiceover into multiple languages when possible.

You are encouraged to upload professionally produced video 1½ to 3 minutes in length that shares the unique nature of the property and the Sotheby’s International Realty brand overall.

1½ - 3 minutes

Longer videos tend to get passed over on the web and do not hold the viewer’s attention for the full length.

High Definition (1080p/720p)

The Sotheby’s International Realty brand’s marketing is based on an iconography of bold visuals conveyed through high-

definition video on sir.com. Our showcase presentation displays HD videos, so anything less will appear to be stretched and

pixilated. We highly recommend 1080P. When not available, 720p is the minimum acceptable resolution.

Music track with optional voiceover

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 a narration is added to the video, it must be a clear and crisply recorded voice-over that extols the virtues of the

property, providing descriptive information in an unobtrusive manner. Avoid regional dialects.

Smooth camera movement; limit still photography

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

When editing, avoid jump cuts, in which two sequential shots of the same subject are taken from camera positions that vary

only slightly.

Avoid the use of still images in videos, which would duplicate the look and feel of our existing Virtual Tours, create an

inconsistent feel and fail to take full advantage of the video medium. No more than 10% of the length of the video can be

composed of still images.

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 demeanor

Provides an expert point-of-view

On brand (Savvy, Refined, Inviting, Discreet)

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 are accepted

Correct:

Click to Watch Video

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. No on-screen elements until the end of the video.

Incorrect:

Click to Watch Video

Video is entirely composed of still-images and is set to generic classical music. Voiceover is poorly recorded and a

pervasive echo can be heard throughout the video. Pacing is bland and uninviting, with voiceover pausing at random

intervals.

Correct:

Incorrect:

Click to Watch Video Reflective of the property and location, this video has a fast,

intense pace And uses modern editing. No voiceover is used, which is advantageous for future editing. No on-screen

elements until the end of the video.

Click to Watch Video Video is entirely composed of still-images and set to generic

classical music. Pacing is bland and uninviting, with voiceover pausing at random intervals.

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 neighborhood 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:

Incorrect:

Correct:

Incorrect:

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 sir.com and eGallery if the photography you provide fails to meet the standards described in this document.

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

Correct:

Clear, crisp image with views of the distant mountains

Incorrect:

Grainy image with illegible details

Correct:

Incorrect:

Clear, legible details Stretched, over-exaggerated image

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. 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. The first photo should be your most intriguing image

as this will be the thumbnail displayed in the property search results.

Correct:

Highlights the view and the pool

Incorrect:

Unappealing view of concrete wall

Correct:

Calls attention to the eat-in nook

Incorrect:

Messy kitchen that doesn’t highlight the usable space

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:

Composition captures the property’s regal stone

sculptures and allée

Incorrect:

The composition of this image blocks the view of the house, which

creates an uninviting perspective

Correct:

Composition highlights the length of the kitchen

island—the centerpiece of the kitchen

Incorrect:

Composition attracts the eye to the ordinary ceiling instead

of the positive features of the kitchen

Correct:

Captures the staircase’s beautiful architectural detail

Incorrect:

Doesn’t capture the view from the top of the staircase; cropped

unprofessionally

Removing clutter and staging a room is an essential element to creating exceptional photography. Be careful not to overstage 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.

Correct:

Simple décor and fresh flowers creates a lived-in look

without being sterile

Incorrect:

Cluttered with dated décor and ceiling stains

Correct:

Centered on the pool, open umbrellas, straightened patio

furniture and landscaped potted plants

Incorrect:

Haphazard patio furniture and no thought taken in framing the

photo; generally looks sloppy and unkempt

When staging a property, be mindful to remove or avoid images of the following:

People/Pets

Garbage cans/trash bins

Personal items including toiletries

Chain-linked fence

Competitor or any other signage

Utility rooms

Satellite dishes

Toilets

Photos should be free of any overlaid logos, graphics and text including photographer watermarks, MLS tags, copy, text or illustrations.

Renderings are permitted but are not allowed as the first photo and cannot show the mark of the architect or artist.

Correct:

Bright area indicates property boundary

Correct:

Filter overlaid on image showing where property lines begin

Incorrect:

Digital map screenshot and red dot are not allowed

Incorrect:

Traced property border is not allowed on the first photo

Use Photoshop and other image editing programs sparingly. Excessive editing, including the overuse of filters and color adjustment

tools, can make images appear fake and unappealing.

Incorrect: Incorrect:

Excessive filter used

Over saturated and excessive filter use

3:2 Ratio; Minimum 1,800 pixels wide by 1,200 pixels high

All photos uploaded will be automatically resized to the following resolutions:

1200x800 (to be used on sir.com)

1600x900 (to be used on sir.com and eGallery)

800x600 (for third-party websites and current sir.com)

If you plan to submit a photo to listing.exposure@sothebysrealty.com, please upload at least 3,000 pixels wide to enable their use in

printed collateral.

6 photo minimum on sir.com—10 photos for distribution wheel (exceptions apply)

In order to properly tell the story of your property, a minimum of 6 photos are required for residential properties to appear on sir.com.

But our objective is for each property to have at least 10 photos, which is the minimum required amount for listing distribution on our

partner websites, top tier eGallery and complementary brand exposure opportunities. The maximum number of photos per property is

currently 50. 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, are also not allowed.

Exceptions include:

New Home Developments: 1 photo minimum

Vacant Land / Lots: 1 photo minimum

Listings that do not adhere to these guidelines will be removed from sir.com after a 14-day grace period.

eGallery Distribution

The eGallery system requires a 6 photo minimum to be included in the local custom eGallery that runs in your offices.

Requirements for consideration to be included in the Top Tier properties that receive exposure through the Auction House

and all participating Sotheby’s International Realty offices include:

$1.5 million USD and above

Minimum 10 photos

Extraordinary imagery

Captions tell the story represented by each image. Captions are structured in 2 parts: a headline and body, each written in the present tense to describe the scene as if they were being viewed live. The photo headline should be 10 words or less and address the compelling selling point represented by the scene. The body should be 30 words or less and provide details beyond those provided in the headline.

Correct:

Incorrect:

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:

Incorrect:

The location paragraph is an opportunity to promote the neighborhood and surrounding community. This paragraph should include the top reasons to live there including amenities and services. Consider describing the neighborhood 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, but the same copy can be used on multiple listings.

Correct:

Incorrect:

Hyper-local Location Content

for Affiliate Company

Websites

As the local market expert your company

website should reflect the intimate knowledge

and unique perspective you have about your

region.

We recommend creating detailed,

neighborhood-specific location pages about

the individual communities your company

serves. A condensed version of this hyper-

local content can also be made available for

the Location Overview section of the Listing

Details Pages on sir.com

Download our Hyper-local SEO Set-Up Guide

Reflecting the use of video on the sir.com homepage as the primary method of communicating to the consumer, the video here should be of the highest production value. It should reflect both in content and tone the unique nature of the area and the Sotheby’s International Realty brand overall.

1½ - 3 minutes

Longer videos tend to get passed over on the web and do not hold the viewer’s attention for the full length.

High Definition (1080p preferred/720p minimum)

The Sotheby’s International Realty brand’s marketing is based on an iconography of bold visuals conveyed through high-

definition video on sir.com. Our showcase presentation displays HD videos, so anything less will appear to be stretched and

pixilated. We highly recommend 1080p. When not available, 720p is the minimum acceptable resolution.

Music Track

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.

Though not recommended, if narration is added to the video it must be a clear and crisply recorded voice-over (VO) that extols

the virtues of the location, providing descriptive information in an unobtrusive manner. Avoid regional dialects.

Smooth camera movement; limit still photography; no on-screen talent

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

When editing, avoid jump cuts, in which two sequential shots of the same subject are taken from camera positions that vary

only slightly.

Avoid the use of still images in videos, which would duplicate the look and feel of our existing Virtual Tours, create an

inconsistent feel and fail to take full advantage of the video medium. No more than 10% of the length of the video can be

composed of still images.

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 demeanor

Provides an expert point-of-view

On brand (Savvy, Refined, Inviting, Discreet)

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 are acceptable

Correct: Incorrect:

Click to Watch Video

Though we prefer location videos without voiceover, the VO used in this video is on-brand and crisply recorded.

Correct:

Click to Watch Video

Artfully highlights the lifestyle of the location without

recorded voiceover.

Click to Watch Video

Poor quality video production and random on-screen elements set to generic, uninteresting music. The footage is

jarringly shaky with no care give to smooth camera movement, composition or the object being filmed (reflections

off of glass are strewn throughout). Audio recorded on location is poor, primarily due to wind interference. Length is

excessive at just under 13 minutes.

Incorrect:

Click to Watch Video

Entirely composed of still-images and set to unlicensed pop music. Low resolution, poor quality. Pacing is bland and

uninviting, and the choice of image subject is random and gives no information about or sense of space to the location.

A quotation that captures the architect, designer or current owner’s passion for the listed home can provide a human element that offsets the measurements, statistics and building material lists frequently used to describe listings and help prospective buyers relate to the property as from the perspective of the owner. The suggested word count is 50 words or less.

Correct:

Incorrect:

Use the , available

through Xpressdocs, to obtain information from the homeowner about the home. With the

homeowner’s permission, use this in the Owner’s Quote field.

Client first impressions can generate positive feelings about the Sotheby’s International Realty brand in general and your organization in particular. Your office page on sir.com provides an opportunity to welcome clients to your company virtually, just as you would if they actually walked through your front door. The page features 1 photo of your office as well as a brief description under the headline, About This Office.

First and foremost, the About This Office copy should establish your company’s professionalism by describing the activities inside including the resources you have assembled, your organizational structure and how staff members work together to fulfill client objectives. Secondarily, you may wish to highlight the physical aspects of your office that may enhance your image. Examples would be its architectural or historic interest, design elements and location. You also can use this section to briefly describe how you fulfill your commitment to your community, whether through volunteerism or direct support of charitable organizations.

Your office photos should reinforce the copy points and help illustrate your company’s personality. Exterior photos should be sharply focused, well-illuminated and include signage, whenever possible (as long as signage complies with brand standards). Before photographing your office, remove distracting elements including trash cans and vehicles. When composing exterior photos, do not include people or animals and avoid distracting elements including utility cables, electrical vaults, exhaust fans and satellite dishes. Select a time of day to photograph your office when illumination is even and warm, typically just after daybreak or just prior to dusk. Before shooting interior photos, public and work spaces should be straightened up and cleaned, desks organized, trash cans hidden from view and stickers and photos removed from windows and walls. When composing interior photos, do not include people or animals and avoid distracting elements such as rest room doors or signs, cable bundles, worn carpeting, break rooms, wall defects and directional signs. Office Photo File Specifications:

2,000 x 1,200 pixels

Landscape only

Many factors go into a client’s selection of a real estate professional. Your office page on sir.com provides an opportunity to present detailed biographies of each independent associate that include facts about their professional experience, accomplishments, education, training, awards and community service. Associate profiles should be written in a consistent format that begins with their role and responsibilities and is followed by key accomplishments, employment history, college and graduate education, professional certifications, awards and groups they serve on a professional and community basis. Profiles should avoid vague superlatives and subjective adjectives and information not relevant to their profession. Their last names and impersonal pronouns should be used on second reference.

In a relationship business like real estate, associate photos are valuable to help clients “put a face with the name.” Associates are encouraged to have photos taken by a professional, whether a studio photographer or just a passport photo shop to ensure proper lighting and background. A professional photo is an investment in an associate’s own career. It is suggested that associates dress in formal business attire and ask their photographer to use a neutral light gray or light color background. Ideally, each company should recommend a single photographer or studio to ensure consistent style, lighting and background. Associate Photo File Specifications:

236 x 300 pixels or greater

Portrait only

Color photos (color will be removed automatically) For specific sales associate photo style guidelines, please review our Stationery Photography Guidelines located in the Identity Standards Manual.

Maximum Word Count (# words or less)

Headline 10* Photo Caption Headline 10 Photo Caption Copy 30 Property Overview 200; 100 minimum Location Overview 200; 100 minimum Quote 50

*Note: On the search results page, only 30 characters of your headline will appear along with property listing. Longer headlines will be truncated by an ellipsis (…)

Homepage Property Location

Length :15s 1:30-3:00 Minutes 1:30-3:00 Minutes Resolution HD Quality, 1080px HD Quality, 1080px/720px HD Quality, 1080px/720px Audio No Music w/ optional VO Music File Format MP4 All Major Formats All Major Formats On-screen Graphics No No No On-screen Personality No Optional No Title Cards No No No Editing Leisurely Paced

6 Shots Max. No jump cuts No jump cuts

Style Subtle, Modern Feel Smooth Camera No Still Photos

Smooth Camera <10% Still Photos

Smooth Camera Limit Still Photos

Minimum Photos

SIR.COM – Residential Property 6 SIR.COM – New Developments 1 SIR.COM – Land/Lots 1 Listing Distribution 10* Complimentary Brand Exposure 10 eGallery – Top Tier 10 eGallery – Office Distribution 6 *Exceptions apply including new developments and land/lots; refer to photo count minimums

Real estate listings traditionally are full of vague superlatives and subjective adjectives intended to excite prospective buyers and flatter sellers. Such words are not informative and frequently convey nothing more than an opinion or an imprecise meaning. Moreover, superlatives and adjectives can be perceived as exaggerated claims, undermining the listing’s credibility, and their appearance in listing after listing creates the impression of sameness that undermines an individual property’s unique attributes. Listings should focus on words that describe specific features and benefits using precise, objective terms and provide the type of insights and knowledge that prospective buyers need in order to make one of the biggest financial transactions of their lives. Your focus should be on selecting adjectives and nouns that are meaningful to the prospective buyer and help tell a home’s story.

Words to Avoid: Vague Superlatives and Subjective Adjectives

Adorable Amazing Awe-inspiring Beautiful Cheerful Chic Classy Cozy Delightful Divine Fabulous Finest Gorgeous

Greatest Intimate Irresistible Lavish Lovely Magnificent Massive Modest Oversized Overwhelming Phenomenal Plush Practical

Relaxing Roomy Spectacular Stunning Substantial Stylish Tasteful Tidy Trendy Unpretentious Unsurpassed

Words to Include: Descriptive Adjectives and Brand Terms

Inviting Savvy Discreet Sophisticated Unique Serene Inspiring Grand Majestic

Intriguing Harmonious Tranquil Enduring Timeless Elegant Private Secure Ornate

Incomparable Stately Refined Exquisite Infinite Captivating Exclusive

Words that Tell a Story: Nouns

Instead of a “spacious living room,” say “a 500 square foot living room” or a “a living room large enough for grand entertaining.”

Instead of “an oversized three-car garage,” say “a garage large enough to house three SUVs, a woodworking shop and five bicycles.”

Instead of “breathtaking,” “spectacular” or “unmatched views,” say “looking out at the foothills of the Rocky Mountains” or “a five-mile wide panorama of the Hudson River and Palisades.”

Instead of “rustic retreat,” “secluded getaway” or “private reserve,” say “in the middle of a 50-acre forest” or “20 miles from the nearest neighbor” or “a serene spot for a family retreat.”

Instead of “stylish” or “tasteful” kitchen, say “a kitchen with art-deco hardware and aluminum fluting that complements the home’s 1940s theme” or “a professionally designed kitchen layout with custom cabinets that offers a sophisticated entertaining venue.”

Jargon, abbreviations and code words are the kissing cousins of vague superlatives and empty adjectives. Sometimes agents use them as a form of shorthand, but they lack widely understood meanings and, as such, should not be used in listings or client communications. Alternatively, listings should be written in precise, specific language that utilizes only words found in a dictionary that have a single, straightforward meaning. Do not use abbreviations and acronyms that are not widely recognized or understood without spelling them out on first reference. (When in doubt, check the AP Stylebook.) When using industry-specific terms in client communications, include definitions as a courtesy.

Examples to Avoid:

4b/2b Assum. fin. VATVAI CMA DK Efficiency kitchen Good bones Pot’l

Fab pentrum FDR Gar IDRBNG in-law potential Junior bedroom Kit HDW, HWF

LSD Pvt NBS TLC Pop producer Vu, vw, vws, vus

Grammar Tips

Accept means receive; except means exclude

Affect is a verb meaning “to influence;” effect is a noun meaning “result”

Clauses: o Essential clauses begin with that and are not preceded by a comma. o Nonessential clauses begin with which preceded by a comma.

Elements comprise a whole.

A whole is composed of elements.

Contractions reflect informal speech and should be avoided.

Use fewer for individual items, less for bulk or quantity.

The abbreviation i.e. means “that is” and always is followed by a comma.

In means location; into indicates motion (she walked into the room).

Indoor is the adjective; indoors is the adverb.

It’s means “it has” or “it is;” its is the possessive.

Last is an adjective; past is a noun (i.e., real estate has flourished in the past, real estate flourished last year). Literally means “the exact sense;” figuratively means an analogous sense (“He figuratively bled them white,” not “He

literally bled them white.”).

Use person when speaking of an individual, people for plural.

Recur, not “reoccur.”

Sewage, not “sewerage,” for all references to the waste matter and drainage system (i.e., sewage system).

Split infinitives: In general, keep verbs together (i.e., “He was ordered to leave immediately,” not “He was ordered to immediately leave”).

States: spell out in narrative copy; use Postal Codes only for addresses.

The prefix sub generally is not followed by a hyphen.

Versus should be spelled out in narrative copy; vs. can be used in short expressions (i.e., “guns vs. butter”). Punctuation Tips

Addresses: o Use Ave., Blvd. and St. with a numbered address, otherwise spell out.

The prefixes “bi” and “by” generally are not followed by a hyphen.

Capitalization: Less is more, so capitalize only formal names and titles before a person’s name: o Bachelor of Arts degree, or bachelor’s degree. o Company President Stan Williamson, or Stan Williams, company president.

City and town names: o Do not abbreviate “Point” or “Mount” in city, town or place names. o Abbreviate St. in names of cities and other places (except Saint John, New Brunswick, Canada, and Sault Ste.

Marie, Michigan and Sault Ste. Marie, Ontario, Canada).

Courtesy titles including Mr., Miss, Ms. and Mrs. should be avoided.

Dates: o Dates used with months and years are punctuated by commas after the date and year (i.e., Sept. 11, 2001, was

America’s darkest day). o Months used with years are not followed by commas (i.e., February 2014 was a positive month for real estate

performance).

Hyphenation of compound words: o Compound “ly” adverbs are not hyphenated (example: highly rated). o Compound adjectives are hyphenated (example dual-jet burner).

The prefix mid is hyphenated only when followed by a capitalized word (i.e., midair, mid-America).

The demographic group millennial is not capitalized.

The prefix multi generally is not followed by a hyphen (multinational).

The prefix non generally is not followed by a hyphen.

On-site is hyphenated.

The suffix wide is not preceded by a hyphen (i.e., citywide, nationwide, systemwide)

Common Spelling Errors

All right, not “alright”

Backward, not “backwards”

Cancel, canceled, canceling, cancellation.

Ensure means “guarantee,” insure refers to insurance, assure means “give confidence.”

Founder means “to flop about;” flounder is a fish.

Use OK, not “okay.”

Color palette, not “palate.”

Style Guidelines

Ampersands (&) are used when part of a company’s name, a person’s title, specified abbreviations (“B&B”) or a composition title, never as a substitute for “and.”

Direction and regions: o Lowercase compass directions (north, south, northeast, northern, etc.) o Capitalize regions (Northeast, Southeast, Midwest, etc.)

Distances: always use figures (he walked 4 miles)

Email, not e-mail.

Abbreviate incorporated as Inc. when used as part of a corporate name; do not separate with a comma.

Goodwill is one word on all references.

Gray, not grey.

Guarantee, not guaranty (except in proper names).

Homebuilder is one word.

Homebuyer is one word.

Homeowner is one word.

Internet is capitalized.

Apple Inc.’s iPad should be capitalized when starting a sentence: iPad (same rule for iPhone).

Spell out information technology on first reference; IT can be used an abbreviation on second reference.

Jacuzzi, the trademark for a brand of whirlpool products, is capitalized; use “whirlpool bath” or “whirlpool spa” if not referring to the Jacuzzi brand.

Lifestyle is one word.

Numerals: In narrative copy, spell out one through nine except: o Addresses, ages, dates, dimensions, monetary units, proportions, ratios, sizes, temperatures, telephone

numbers, years and weights always are numerals.

Old World means Asia, Europe and Africa and can be used as an allusion to European culture and customs.

Online is one word.

Always spell out percent in a narrative copy including when used with numerals, not “%.”

For amounts less than 1 percent, precede the decimal with a zero (0.6 percent)

Realtor indicates a member of the National Association of Realtors, otherwise use real estate agent.

Seasons (spring, summer, fall and winter) and derivatives (springtime) are lowercase.

Sheetrock is a trademark for a brand of gypsum wallboard; use “gypsum wallboard” if not referring to the Sheetrock brand.

Smartphone is one word, lowercase.

Social media is lowercase.

Sotheby’s International Realty, never “SIR.”

Time: o Use a.m. and p.m. lowercase with periods. o Omit “00” when there are no minutes. o Daylight Saving Time, not “savings.” o Noon stands alone without “12.” o Midnight stands alone without “12.” o Specific times (10 a.m.) are not followed by “this morning” or (10 p.m.) “this evening.”

The wireless networking standard Wi-Fi is capitalized.

Xerox is a trademark for a brand of office equipment and should not be used as a verb; the generic verb is “photocopy.” Recommended Grammar, Spelling, Style and Punctuation Resources

AP Stylebook online (www.apstylebook.com – subscription required, includes Webster’s New World College Dictionary online)

Webster’s New World College Dictionary

In the course of creating the content for your clients, it is important to respect the rights of others. Be mindful of the ownership of all of the elements of your content, including your photography, videos, the narratives you use in your property descriptions and video as well as the music you use to enliven your content. In delivering any content to us, you have agreed in your franchise agreement to assign to Sotheby's International Realty Affiliates LLC (“us” or “we”) all right title and interest in all copyrights and other rights to all content, including but not limited to video (including music tracks), photography, words and expressions submitted to us for potential display on sir.com or any other media we subsequently operate or manage, regardless of the forms in which it was originally or subsequently printed or used. You have also agreed to waive any claims against us for our use, and represented and warranted that none of the above-reference material violates or infringes upon any copyright, trade secret or other proprietary rights of any third party, or breaches any contract. Lastly, you have agreed to indemnify, defend, and hold us harmless from any and all losses, claims, damages, expenses, fees, settlements, penalties and attorneys' fees arising from any third party's claims that a violation or infringement has occurred or may occur - so please carefully manage your content and those that produce it by making sure you have secured any necessary rights before you use the content.

© 2014 Sotheby’s International Realty Affiliates LLC. A Realogy Holdings Corp. Company. All Rights Reserved. Sotheby’s International Realty Affiliates LLC fully supports the principles of the Fair Housing Act and the Equal Opportunity Act. Each office is Independently Owned and Operated. Sotheby’s International Realty

® and the Sotheby’s International Realty logo are registered (or

unregistered) service marks licensed to Sotheby’s International Realty Affiliates LLC. As a franchised broker affiliated with Sotheby's International Realty Affiliates LLC, you and your office managers have a variety of resources, tools, technologies and educational opportunities available to you. The Sotheby's International Realty materials may contain suggestions and best practices that are not

mandatory (unless otherwise required by your franchise agreement, the Policy and Procedures Manual or the Identity Standards Manual) for you, your office manager or your independent sales associates and your use of any materials is voluntary and should reflect your business practices. Nothing in these materials is intended to create an employment relationship.