By Tyler Morrissey
Last week thousands of representatives from around the world convened in Las Vegas, Nevada for Sotheby’s International Realty’s annual Global Networking Event. The convention was hosted at the famous Wynn Las Vegas Resort and was attended by 2,600 people from 155 affiliates in 34 countries.
In a sizable presence of 43 brokers, managers and executives from William Pitt and Julia B. Fee Sotheby’s International Realty, the Northeast was well represented during the much-anticipated event. The official function spanned three days from September 25th-27th, giving all those who attended the opportunity to connect with the world’s most talented real estate professionals at an event like no other.
Our Director of Marketing, Monique Rafferty, attended the event this year and we got a chance to sit down with her to get her thoughts on this year’s GNE.
Q: In your opinion, what was the biggest take away from the event?
Monique: A concept that resonated the most with me was the networking opportunity at the conference. With over 2,400 attendees from 33 countries, agents have the ability to network with likeminded professionals and expand their sphere. It’s incredible to watch these relationships flourish throughout the event and transition into referral business.
Q: Did you learn anything that surprised you?
Monique: The one piece that surprised me the most was an interesting statistic provided by the Boston Consulting Group. Through their research while strategizing for the new brand marketing campaign, they found that the average millennial spends 5.4 hours on social media per day. Five hours is a long time!
Q: Martha Stewart was the keynote speaker at this year’s GNE. What did you think of her speech to the crowd?
Monique: Martha Stewart is truly an inspiration. During her conversation with Kevin Thompson, the CMO of Sotheby’s International Realty, she shared her story and passion for her magazine and products. Her entrepreneurial drive makes her a forward thinker and she is constantly reevaluating and expanding her business. The night before she attended the GNE, she was on QVC launching a new fashion line. Also, if you haven’t seen Martha & Snoops Potluck dinner party show, it’s a must.
Q: Washington Depot agent Rick Distel hosted a breakout session at the event. What were your thoughts on his message to the group?
Monique: Rick focused on what it meant to be a brand ambassador, and highlighted his five unique selling points to agents around the globe. He was incredibly energetic, engaging and informative. Rick brings a tremendous amount of insight and experience to his peers and it was a pleasure to attend. Everyone was able to take away something from his presentation.
Q: The GNE draws in professionals from 63 nations and territories. What are some strategies that international offices utilize to market high-end properties?
Monique: International offices use the network and contacts that they meet at the Global Networking Event. They also focus on the reach of Sothebysrealty.com. This website is the No. 1 luxury real estate website in the world with 57% of visitors coming from outside of the United States. Sothebysrealty.com is exclusive to only Sotheby’s International Realty listings and that’s something our competitors can’t touch.
Q: Technology is changing the way we live every day. What digital trends in real estate were discussed this year?
Monique: One key digital trend that was discussed was social storytelling. As I mentioned above, studies have shown that consumers are spending more hours on social media. This marketing channel is extremely influential and continues to be at the forefront of our marketing decisions as a company.
Q: What was your favorite part of your week in Las Vegas?
Monique: I had many favorites including the reveal of the new LIVE brand campaign and Martha Stewart, but the one that stands out the most was my meeting with the Brain Trust Marketing Group. This group is comprised of the marketing team from the top ten Sotheby’s International Realty affiliates in the country. We meet in person once a year and we were able to spend two days together sharing ideas and collaborating. It is always inspiring and valuable.
