Sothebys

SOTHEBY'S INTERNATIONAL REALTY

AFFILIATE PRINCIPALS CONFERENCE

April 2nd - 4th, 2000

Arrival Day Transfers to the hotel at your own expense.
Hotel Check In/Meeting Check In
Please check in at The Savoy or Claridge's from 2:30 p.m. - 6:30 p.m. to receive your meeting materials, name badge and agenda.

6:30 p.m. - 8:30 p.m. Welcome Reception at Sotheby's Auction House on 34 - 35 New Bond Street, W1
Private viewing at the Auction House - 19th-Century Paintings, Drawings and Watercolors, Scandinavian Art and 20th-Century Decorative Arts and Design
Please note: Claridge's is a short walk from Sotheby's Auction House.
Transfers from The Savoy to Sotheby's will be provided at 6:00 p.m. and 6:30 p.m. Transfers to The Savoy will depart Sotheby's Auction House at 8:30 p.m. Transfers will pick up/drop off at The Savoy's River Street entrance.
Business Attire

All meetings will take place at The Savoy.
For Claridge's: transfers will pick up/drop off at Claridge's Davies Street entrance.
For The Savoy: transfers will pick up/drop off at The Savoy's River Street entrance.
Business Attire

7:00 a.m. - 10:00 a.m. Transfers will be provided from Claridge's to The Savoy's River Street entrance.
Transfers will pick up/drop off at Claridge's Davies Street entrance.

7:30 a.m. - 8:30 a.m. Breakfast
A light continental breakfast will be served in The Savoy's Abraham Lincoln Room for meeting attendees.

8:30 a.m. - 9:30 a.m. General Session :
Welcome Address by Stuart N. Siegel, President and CEO, SIR
Abraham Lincoln Room

9:30 a.m. - 10:00 a.m. Break

10:00 a.m. - 11:15 a.m. BREAKOUT SESSION I:
The concurrent breakout sessions will be held in the Abraham Lincoln, Beaufort or Gondolier rooms. (Room assignments for the breakout sessions will be distributed upon check in at the hotel.)
Session A: Marketing
1. Brand Loyalty - Capturing and Keeping Customers
2. The Printed Word - Reaching the SIR Client through Traditional Media
3. Implementing and Measuring an Effective Direct-Mail Program
4. Resort Marketing - Addressing the Special Needs of Destination Markets

Session B: The Changing Marketplace and Supplemental Profit Centers
1. Brick and Mortar Store - How Important Is It?
2. The Hotel Concept - The Office as a Mobile Checkpoint vs. Traditional Brokerage
3. The Competition - The Acquisition Players, the Franchises, Large Independents and Boutiques
4. Strategic Alliances
5. Finance and Mortgage Services
6. Property Management
7. Segmenting the Core Business
Session C: By the Numbers - Measuring Profitability and Agent Issues
Three separate groups broken down by business size:

- Small Brokerage: Maximum 25 agents

- Medium-Size Brokerage: 26 - 99 agents

- Large Brokerage: More than 100 agents

1. Commission Structures - How Expensive Is Too Expensive?
2. Recruitment and Retention - Luring and Keeping the Best
3. The Value of Teams - Agents or Mini-Brokers?
4. Management of Control - Who's Running the Store, Anyway?

11:15 a.m. - 11:30 a.m. Break

11:30 a.m. - 12:45 p.m. BREAKOUT SESSION II:
The concurrent breakout sessions will be held in the Abraham Lincoln, Beaufort or Gondolier rooms. (Room assignments for the breakout sessions will be distributed upon check in at the hotel.)
Session A: Marketing
1. Brand Loyalty - Capturing and Keeping Customers
2. The Printed Word - Reaching the SIR Client through Traditional Media
3. Implementing and Measuring an Effective Direct-Mail Program
4. Resort Marketing - Addressing the Special Needs of Destination Markets

Session B: The Changing Marketplace and Supplemental Profit Centers
1. Brick and Mortar Store - How Important Is It?
2. The Hotel Concept - The Office as a Mobile Checkpoint vs. Traditional Brokerage
3. The Competition - The Acquisition Players, the Franchises, Large Independents and Boutiques
4. Strategic Alliances
5. Finance and Mortgage Services
6. Property Management
7. Segmenting the Core Business
Session C: By the Numbers - Measuring Profitability and Agent Issues
Three separate groups broken down by business size:

- Small Brokerage: Maximum 25 agents

- Medium-Size Brokerage: 26 - 99 agents

- Large Brokerage: More than 100 agents

1. Commission Structures - How Expensive Is Too Expensive?
2. Recruitment and Retention - Luring and Keeping the Best
3. The Value of Teams - Agents or Mini-Brokers?
4. Management of Control - Who's Running the Store, Anyway?

1:00 p.m. - 2:30 p.m. Lunch
The River Room

2:30 p.m. - 3:45 p.m. BREAKOUT SESSION III:
The concurrent breakout sessions will be held in the Abraham Lincoln, Beaufort or Gondolier rooms. (Room assignments for the breakout sessions will be distributed upon check in at the hotel.)

Session A: Marketing
1. Brand Loyalty - Capturing and Keeping Customers
2. The Printed Word - Reaching the SIR Client through Traditional Media
3. Implementing and Measuring an Effective Direct-Mail Program
4. Resort Marketing - Addressing the Special Needs of Destination Markets

Session B: The Changing Marketplace and Supplemental Profit Centers
1. Brick and Mortar Store - How Important Is It?
2. The Hotel Concept - The Office as a Mobile Checkpoint vs. Traditional Brokerage
3. The Competition - The Acquisition Players, the Franchises, Large Independents and Boutiques
4. Strategic Alliances
5. Finance and Mortgage Services
6. Property Management
7. Segmenting the Core Business
Session C: By the Numbers - Measuring Profitability and Agent Issues
Three separate groups broken down by business size:

- Small Brokerage: Maximum 25 agents

- Medium-Size Brokerage: 26 - 99 agents

- Large Brokerage: More than 100 agents

1. Commission Structures - How Expensive Is Too Expensive?
2. Recruitment and Retention - Luring and Keeping the Best
3. The Value of Teams - Agents or Mini-Brokers?
4. Management of Control - Who's Running the Store, Anyway?

3:45 p.m. - 4:00 p.m. Refreshments will be served at the conclusion of the breakouts.

4:00 p.m. - 5:15 p.m. Transfers will be provided from The Savoy to Claridge's, departing from The Savoy's River Street entrance and dropping off at Claridge's Davies Street entrance.

7:30 p.m. Evening Reception and Dinner
Merchant Taylors' Hall, City of London
Transfers via coach will be provided from The Savoy and Claridge's.
For Claridge's: Transfer will pick up at Claridge's Davies Street entrance at 6:45 p.m.
For The Savoy: Transfer will pick up at The Savoy's River Street entrance at 7:15 p.m.
Transfers will depart Merchant Taylors' Hall at the conclusion of dinner and drop off at each hotel, as listed above.
Business Attire

The Guild of Merchant Taylors' of the Fraternity of Saint John the Baptist is one of the 12 livery companies surviving in London from medieval times. The development of the guild from a religious fraternity into a powerful association of citizens controlling the craft of tailoring and line-armor making was recognized by the grant of the Royal Charter of Edward III in 1327. The Merchant Taylors' Company has occupied its present site since 1347. The Medieval Hall was destroyed in the last war, but Sir Albert Richardson incorporated the original walls in his restoration. The Great Kitchen, which dates from 1425, still survives and remains in use today.
Cocktails and hors d'oeuvres will be served prior to a four-course dinner.

All meetings will take place at The Savoy.
Transfers will be provided between Claridge's and The Savoy.
For Claridge's: Transfers will pick up/drop off at Claridge's Davies Street entrance.
For The Savoy: Transfers will pick up/drop off at The Savoy's River Street entrance.
Business Attire

Reminder: Hotel check out is 12:00 p.m. For those leaving on Tuesday, your luggage may be stored at The Savoy or Claridge's to allow for immediate departure after the meeting. For those staying Tuesday night in London, afternoon transfers back to Claridge's will be provided.

8:00 a.m. - 10:00 a.m. Transfers from Claridge's to The Savoy
Transfers will pick up/drop off at Claridge's Davies Street entrance.

8:30 a.m. - 9:30 a.m. Breakfast
A light continental breakfast will be served at The Savoy's Abraham Lincoln Room for meeting attendees.

9:30 a.m. - 10:45 a.m.
General Session :
sothebys.com and sothebys.amazon.com - A Special Presentation and Discussion by Craig Moffett, President, sothebys.com
Abraham Lincoln Room

10:45 a.m. - 11:00 a.m. Break

11:00 a.m. - 12:15 p.m. BREAKOUT SESSION IV:
The following technology topic will be held in concurrent sessions in the Abraham Lincoln, Beaufort or Gondolier rooms. (Room assignments for the breakout sessions will be distributed upon check in at the hotel.)
Session D: Technology and E-Commerce - A New Set of Rules
1. The Internet - Its Role as a Listing vs. a Marketing Tool
2. Site Design and Cost
3. The E-Players and Net-Savvy Consumers
4. Corporate-Driven Revenue vs. Agent-Driven Revenue

12:15 p.m. - 12:30 p.m. Break

12:30 p.m. - 1:30 p.m. Lunch
The River Room

1:45 p.m. - 3:00 p.m. Town Hall with Questions and Answers
Abraham Lincoln Room
3:00 p.m. - 5:00 p.m. Transfers will be provided from The Savoy to Claridge's.
Transfers will depart The Savoy's River Street entrance and drop off at Claridge's Davies Street entrance.
Evening at Leisure/Departures.

Departures throughout the day.

9:30 a.m. - 12:30 p.m. Optional "Behind-the-Scenes" Tour at Sotheby's for participants and spouses/guests. (Please see "Activity Selection" on the Registration Form).