Global company uses 'push' not 'pull' to market SA properties

Barak Geffen, Executive Director of Sotheby's says the group's unique platform allows it to showcase its portfolios through cyberspace. But unlike other groups, would-be buyers do not have to laboriously 'pull' information from the Internet because the data is 'pushed' through to them via emails directly into their inboxes on their PC's.

This is only possible if one has a valuable database of email addresses and Sotheby's International Realty's database comprises the world's wealthiest people in 25 countries.

"The problem many would-be property buyers have is to find information on properties via the Internet. Many international buyers do not know the names of South African property companies and don't know where to look for properties for sale.

"To overcome this barrier, we have designed a unique system through which we can interest and delight buyers. We send information on a particular property contextualised though scenic settings, lifestyle images and other relevant business information directly to their email address.

Geffen says the South African designed package - which has taken a team of Internet application developers many hours to create - has had such a positive response to SA properties that Sotheby's International Realty associates all around the world want to use it.

"We are confident that it represents one of the most sophisticated electronic marketing channels across the globe. We are uniquely positioned to market South Africa to a whole new foreign target audience in the millions of people and not to just those foreigners who have happened to come here already or been marketed to via other channels.

"The platform is something we came up with and were delighted to discover that nothing quite like it exists in any of the 1200 offices in 25 countries in which Sotheby's International Realty operates."

Sotheby's International Realty is able to tap into the auction and art division's extensive network and database of high wealth customers to market its properties.

This has allowed its global property division to grow at such a rapid rate that it now accounts for three fifths of the Sotheby's Group turnover. Last year it made $30 billion in commission on luxury residential property sales around the world.

In South Africa, it has grown its market presence by leaps and bounds, opening 21 new offices in the past 10 months. A further 20 offices are on the cards for the current year.