Each Friday, Russ Anderson, the president and CEO of Briggs Freeman Sotheby’s International Realty and the CEO of Pacific 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 July 17, 2026.
FROM THE PRESIDENT'S P.O.V.
There are many reasons why our properties make the news. Outstanding features. Celebrity ownership. An architect’s finest masterpiece.
What you may not realize is what it can take to get them there. Yes, good journalists still monitor their beats, watching our website and our social media for our latest listings, then writing about them or reaching out to us to learn more. But we also have professional, in-house marketers who — among their many other responsibilities — pitch properties to journalists and editors. Sotheby’s International Realty has an entire P.R. team at its headquarters, who tell national journalists about our most unique local listings. Here at Briggs Freeman Sotheby’s International Realty in North Texas, we have a pro on staff who pitches stories and writes press releases about our properties, too — big ones, small ones, ranches, high-rises, you name it. (We are known for our exceptional listings, so there is a lot to trumpet.)
Our own agents act as P.R. reps, too. Because they have their own relationships with local editors and writers, our agents’ own outreach and their own social media is another way our listings land in the press.
It all works in concert — and it is something that differentiates us from all the rest. It’s also extremely effective: In 2025, Sotheby’s International Realty remained the No. 1 most profiled luxury real estate company in the industry. Come see all the press coverage at sothebysrealty.com, then choose Stories.
And the next time you see a Briggs Freeman Sotheby’s International Realty property in the press, know that it took a lot of effort and maybe a little magic to help get it there.
Russ Anderson
President and CEO, Briggs Freeman Sotheby’s International Realty
CEO, Pacific Sotheby’s International Realty
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