From real estate news site Candy's Dirt, March 20, 2025:

 

With the recent rumors that one big national brokerage may be buying another big national brokerage, the bold new ad campaign that Briggs Freeman Sotheby’s International Realty is running this spring takes on even more poignance.

 

The famous local brokerage, founded in North Texas in 1960, has launched a cheeky campaign that asserts its longtime reputation for being the trusted source across Dallas and Fort Worth for the finest homes, high-rise residences, ranches and even insightful advice, anytime.

 

“We’re going nowhere,” trumpeted the first ad, which began appearing in North Texas lifestyle magazines in March. The ad went on to extol the virtues of the luxury brokerage, now 400 agents strong in offices across Dallas-Fort Worth. “No other brokerages can compare,” it said. “But, oh, they try to. They say that Briggs Freeman Sotheby’s International Realty is too small, too set in our honorable ways, too consistent, too optimistic, too detail-focused, too diligent, even too nice. (Too nice!) You know what? We are.” And, then, the brokerage gets a little feistier. “In 65 years and counting, no disruptors have disrupted us. No venture capitalists have capsized us. Try again, outsiders.”

 

Now, that’s confidence, something that Briggs Freeman Sotheby’s International Realty can back up with its $2.4 billion in sales volume in 2024 alone, its 11th-consecutive year of multibillion-dollar sales. The next ad in the series, coming in April, declares, “You’re just a number” — then goes on to explain that the big brokerages are getting bigger, and applying the same predetermined sales strategies to all their listings. “You are not a commodity at Briggs Freeman Sotheby’s International Realty,” the ad says. “You are a client — deserving of the best advisors, guidance, care and coddling.”

 

Who doesn’t love some coddling! The ad goes on to say, “Since 1960, we’ve treated our sellers and buyers like the people, thinkers and feelers that they are. It’s radical, isn’t it?”

 

It’s an unusual and refreshing campaign, with not a single home depicted — only words. And those words do some big talking, positioning Briggs Freeman Sotheby’s International Realty as the hub for great homes and great agents that it is — and has been for almost seven decades. In fact, we’ll run both ads here, in their entirety. They are certainly some good-natured sass — yet thought-provoking, too.

 

EDITOR'S NOTE: A third ad in the series, "We're not for everyone," is included in this post.

 

 

EDITOR'S NOTE: The text of each ad is presented below.

 

We’re going nowhere.

We are here. Because you are here. And we’ve been together — you and us — since 1960. That’s right. For 65 years and counting, we’ve connected you, your friends and your families to your neighborhoods’ greatest homes. And to ranches, farms and land. And high-rises. And town houses. All the houses. It’s like this: Because we’re from Here — and not from There — we know what North Texans love. And what the newest North Texans will love, once they move here. Our passionate and professional real estate advisors are regarded as the best in the business, even by their competitors. They have the awards to prove it. And the track records. And the love letters. We back those advisors with game-changing tech, a management team that supports them in every way and an in-house team of marketing pros who can’t wait to help tell great stories. No one has our magic mix. And it doesn’t stop there. We are a proud member of the superb Sotheby’s International Realty® network. That means more than 26,000 agents in more than 80 countries and territories, all helping each other — to help you. No other brokerages can compare. But, oh, they try to. They say that Briggs Freeman Sotheby’s International Realty is too small, too set in our honorable ways, too consistent, too optimistic, too detail-focused, too diligent, even too nice. (Too nice!) You know what? We are. We’re all the things. We own it. So that you can own it. And in 65 years and counting, no disruptors have disrupted us. No venture capitalists have capsized us. Try again, outsiders. We’re just too grounded. Our advisors are just too trusted. And we love honoring the promises we make to them and to you. That’s right. We’re not going anywhere. We are here. Because you are here.

 

You’re just a number.

That’s what it’s feeling like with the others. Brokerages are getting bigger. Their methods are getting standardized. Every house gets the same 1-2-3 selling plan. All the boxes are getting checked — but at what price? We are the contrarians. And we have been for 65 years and counting. That’s right. Since 1960, we’ve treated our sellers and buyers like the people, thinkers and feelers that they are. It’s radical, isn’t it? You are not a commodity at Briggs Freeman Sotheby’s International Realty. You are a client — deserving of the best advisors, guidance, care and coddling. We perform minor miracles every day, one property at a time. And each of those properties gets its own strategy, based on our unique exposure opportunities and our agents’ intuition, not a predetermined and phased plan that starts by keeping a listing hush-hush within a brokerage for quite some time. (Those in-house schemes keep a listing from someone else, too: the majority of eager buyers.) Yes, we match real people with real homes, using real instincts and real intellect. Even better, those caring, coddling advisors are backed not only by a local management team who supports them in every way but also by special tech tools crafted to streamline the most important thing — their time. So that they can spend more of it on you. Radical, indeed. The big-box brokerages are getting bigger. We’re the boutique brokerage and always have been. (The boutique that sold $2.4 billion just last year alone. Ahem.) But the only statistic that really counts with us is 23,725 and climbing. That’s how many days we’ve been open, doing our thing for the great people of North Texas. And just as it has always been with Briggs Freeman Sotheby’s International Realty, you’re not a number. You’re a neighbor.

 

We’re not for everyone.

Not every agent can be an agent with us. Here’s why. A Briggs Freeman Sotheby’s International Realty agent knows more, handles more, sees more and understands more. It’s what they’re famous for. In fact, we rarely call them agents. They are real estate advisors — entrusted with giving their clients informed guidance, accurate information, honest feedback, valuable tips, even moral support if they need it. (Emotions can run amok during a purchase or sale, you see.) These professional, passionate advisors are with us because of their track records, awards, certifications and reputations — the best of the best. We adore them. And we support them. We have unique tech tools that help them free up more client time. We have brokerage executives who help them grow their business. We have an in-house team of marketing pros who help them tell stories, about their properties and sometimes themselves. (They do not like to brag. We do that for them.) We also believe in our advisors’ enrichment. Mixers. Field trips. Lectures. Lunches. Classes. Networking events. Art shows. Awards dinners. It’s rather like a fine-tuned sports team, where everyone has your back and works together. Yes, every advisor at Briggs Freeman Sotheby’s International Realty is a pro — smart, sharp, proven, respected. They are the local leaders backed by a global network, which benefits their buyers and sellers in all kinds of ways. A wide net. The first call. Priority access. Our advisors connect the best clients in the world to the best properties on the planet, from North Texas to Norway to New Zealand. In fact, calling them advisors may need a rethink. They are superheroes — able to leap over obstacles, soothe jittery nerves and save their clients’ sanity. And we are the brokerage stocked only with superheroes. We haven’t settled for less, since 1960 and counting. Why would you?