Each Friday, the executives of Briggs Freeman Sotheby’s International Realty write about luxury, trends, business and more in the advertising pages of the Mansion section of The Wall Street Journal. Below is president Russ Anderson's letter of June 23, 2023.
FROM THE PRESIDENT'S POINT OF VIEW
Coffee that’s good to the last drop. Sneakers that inspire you to just do it. A burger so customizable that you can have it your way.
A great advertising slogan can really stick, can’t it?
That’s the big idea behind the thought-provoking new campaign from Sotheby’s International Realty, just introduced.
Nothing compares to what’s next.
Think about that for a moment. Nothing compares. What’s next.
The first half is, in its entirety, our network’s immediately game-changing campaign launched in 2021. It resolutely confirms that our agents and properties are the very best there are. Our agents are professionals who understand the luxury of choice. Their empathy is a result of experience, impeccable professionalism, world-class resources and immense market reach that delivers an exclusive level of service — with keen foresight and taste. I can say with absolute surety that nothing compares to the inherent trust that our clients have in our agents’ ability to provide an exceptional level of bespoke, all-encompassing service. I see it every day.
But, what’s next? Your next chapter. Your next home. Your next escape. We always imagine ourselves in that next place, that next stage of our lives. The new campaign taps directly into that wonder — and with a Sotheby’s International Realty agent, your idea of next can be realized. How? They know two key things about you:
1) More than a mere transaction, your home is a vehicle to further your life story.
2) Freedom and time to pursue your next endeavor is the greatest luxury of all.
I love the new campaign. It really highlights the irreplaceable human touch that a Briggs Freeman Sotheby’s International Realty agent brings. It’s what we’re famous for. We know that our clients are in search of partners —not purveyors. And, we know that they rely on these partners to collaboratively navigate an ever-evolving marketplace so they may imagine what their next can be.
Yes, it’s heady stuff — way beyond burgers, coffee and shoes. It’s about life, and what’s next. What’s your next? Drop me a line. I’d love to hear it. (Maybe even over a cup of really good coffee.)
Briggs Freeman Sotheby’s International Realty