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CEO Robbie Briggs: Why experience can't be faked by a clever brokerage name or a buzzy tagline

Each Friday, Robbie Briggs, CEO of Briggs Freeman Sotheby’s International Realty, writes about luxury, trends, business and more in the advertising pages of the Mansion section of The Wall Street Journal. Below is his letter of September 16, 2022.


If you have ever bought or sold a home with us — or ever will — there is something we include, without fail.


That’s a word that gets misused a lot, but I have some facts to back this up.

No. 1: Briggs Freeman Sotheby’s International Realty was founded in 1960. The Sotheby’s auction house was founded in 1744. The experience we’ve gained in 62 and 278 years, respectively, can’t be faked by a clever brokerage name or a buzzy tagline. We both have never-ending commitments to quality, exceptional service delivered with passion and our core principles — which separate us from all the others.

No. 2: The powerful Sotheby’s International Realty blue sign and sophisticated branding immediately differentiate a property as the finest around. That Sotheby’s brand is exceedingly powerful, placing it in a league with the best fashion, automotive and watchmaking brands in the world — the ones you can quickly name.

No. 3: The cutting-edge sothebysrealty.com is the most visited website in the world for luxury properties — at a whopping 46 million visits last year alone. It leads the industry.

No. 4: Sotheby’s International Realty leads in the digital realm, too, with first-to-market innovations such as virtual reality property tours, embedded video showings and area lifestyle immersion. The result? Sotheby’s International Realty has more video and VR interaction than the two most popular real estate websites in the world and almost of all of our competitors — combined.

No. 5: We’ve never had a better year than 2021. Together, the 25,000 expert agents in the Sotheby’s International Realty network — that’s 1,000 offices in 81 countries and territories — sold $204 billion in properties, for sellers like you and now enjoyed by buyers like you.

I could go on. I haven’t even gotten to our unrivaled marketing, exclusive partnerships, property reach and public-relations power.

I don’t necessarily need to. I have about 400 other compelling examples of our passion for excellence: every agent at Briggs Freeman Sotheby’s International Realty.

We couldn’t have better brand ambassadors — and you couldn’t have better advisors.

Robbie Briggs


Briggs Freeman Sotheby’s International Realty


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