by Alden Yamane
In June, the Sotheby’s International Realty brand launched a specialized website, farmandranchSIR.com. This is the first of a planned series of branded websites featuring specialty markets. The initial specialty market site is focused on the luxury Farm and Ranch segment. Currently, the brand’s portfolio of property listings in the Farm and Ranch segment exceeds $6 billion in listings worldwide.
The website, farmandranchSIR.com, is similar to the brand’s website, sothebysrealty.com in appearance and functionality. The site provides information on the Farm and Ranch lifestyle as well as listing information on Sotheby’s International Realty offerings located around the globe. The site enables clients to search for a full range of rural, recreational, and acreage property including the following segments; ranches, farms, plantations, estancias, haciendas, equestrian properties, fishing and hunting properties, vineyards, and timberlands.
In the future, the brand plans to launch additional specialty sites featuring specialty markets including those currently featured on sothebysrealty.com such as golf, ski, and waterfront properties.
The specialty websites exemplifies the brand’s commitment to extraordinary and unique marketing platforms. These special sites will enable us to penetrate lifestyle markets and specifically reach the right audience of buyers.