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MARKETING PROTOCOL & INITIATIVES

2 | LUXURY MARKETING PROTOCOLS & INITIATIVESGLOBAL MARKETINGTABLE OF CONTENTSGLOBAL INITIATIVES & OPPORTUNITIESFLORIDA PROPERTIES GROUPPAGE 4 | WebPAGE 10 | Social MediaPAGE 13 | PrintPAGE 16 | Luxury Collection SpecialistPAGE 18 | SignagePAGE 19 | PostcardsPAGE 20 | DigitalPAGE 24 | Print Advertising

LUXURY MARKETING PROTOCOLS & INITIATIVES | 3CURRENT THRESHOLDS$900,000$1,100,000$500,000$650,000HILLSBOROUGH COUNTYPINELLAS COUNTYPOLK, HERNANDO & HIGHLANDS COUNTYPASCO COUNTYAs of January 1, 2024 the following Luxury Threshold Minimums are in place for what is considered a Luxury Property within each of our counties. These numbers have the opportunity to increase or decrease year to year based on the top 10% of each county’s closed sales.

4 | LUXURY MARKETING PROTOCOLS & INITIATIVESGLOBAL MARKETINGThe Berkshire Hathaway HomeServices Luxury Collection website demonstrates how Berkshire Hathaway HomeServices Luxury Collection Specialists stand apart in the market and highlights the quantity and vast geography of network members’ luxury listings. We do this by showcasing the range of tools that Luxury Collection Specialists have available to them as part of the Berkshire Hathaway HomeServices brand, as well as highlighting the exceptional service buyers and sellers can expect from agents.LUXURY COLLECTION WEBSITE

GLOBAL MARKETINGLUXURY MARKETING PROTOCOLS & INITIATIVES | 5At the top of the page, there is a carousel with the capacity to feature five listings that are currently on the market. These properties must be designated as luxury (please review information on the qualifications of luxury listings, here ) and must be a top tier listing. We do not have a price point threshold as luxury is different in each region, but it must be an exceptional property. Please review the website for examples.There is one opportunity for a featured residence on the homepage. This residence must qualify as a luxury listing, be currently on the market, and be a top tier listing. We do not have a price point threshold as luxury is different in each region, but it must be an exceptional property. Please review the website for an example.To submit a listing for the Five Property Carousel or Featured Residence opportunities, please send an email with the subject line “Website Homepage Featured Residence” with the listing link and link to downloadable images to LuxuryListings@HSFranchise.comThis social media wall is powered by the Luxury Collection Instagram page @BHHSLuxury. Items that appear on the Luxury Collection Instagram page will also appear in this space. Please see page XX of this book for information on submitting listings to feature on the Luxury Collection social media channels. THE HOMEPAGEFIVE PROPERTY CAROUSEL FEATURED RESIDENCE THE LUXURY LENS

6 | LUXURY MARKETING PROTOCOLS & INITIATIVESGLOBAL MARKETINGThose who hold an active Luxury Specialist Designation have the opportunity to be highlighted in an agent feature story. These articles tell unique and interesting stories about Luxury Collection Specialists including; how they got started in the luxury space, a day-in-the-life, interesting stories that happened to them while working in the field, philanthropic work, and much more.In order to be featured, the Luxury Collection Specialist must agree to an interview with a Berkshire Hathaway HomeServices global marketing team member who will write the story. During which, the interviewer will ask a series of questions in order to establish an angle for the story and will interview the network member as a journalist would. After the interview, the Luxury Collection Specialist must be willing to participate in any follow-up interview if needed or to answer any clarifying questions via email in a timely manner. The Luxury Collection Specialist will be required to review the article and provide approval in a timely manner before the article will appear live on the website.When submitting for this opportunity, the Luxury Collection Specialists must supply at least three items of media to be used as illustrations within the blog. These three items could include: professional images of the agent (please make sure each image is taken in a different location or space to give the article a compelling design look), an image of the Luxury Collection Specialist with their team (if applicable), a downloadable video of the Luxury Collection Specialist that will complement the story.To submit for inclusion, please send an email with the subject line “Agent Feature Story” to LuxuryListings@HSFranchise.comSELL PAGEAGENT FEATURES

GLOBAL MARKETINGLUXURY MARKETING PROTOCOLS & INITIATIVES | 7There is an opportunity to feature eight luxury listings on the Buy Page. These listings must qualify as a luxury listing and be currently on the market. To submit a listing to be featured, please send an email with the subject line “Website Featured Residence” with the listing link to LuxuryListings@HSFranchise.com. If you have a luxury listing that has been featured in the news and would like it showcased on the media page, please send an email with the subject line “Luxury Media Page” with the listing link and link to online article only (we cannot feature print-only pieces) to LuxuryListings@HSFranchise.com. FEATURED LUXURY LISTINGSLUXURY COLLECTION MEDIA COVERAGEBUY PAGEMEDIA PAGE

8 | LUXURY MARKETING PROTOCOLS & INITIATIVESGLOBAL MARKETINGTo have your listing featured in the Luxury Collection blog, please send an email with the subject line “Luxury Blog” with the listing link, link to downloadable images and video, and brief overview of what makes the property newsworthy to LuxuryListings@HSFranchise.com. What makes a home newsworthy could include—a celebrity/noteworthy owner, unique or interesting design, or a record-breaking listing.PROPERTY FEATUREBerkshireHathawayHS.comBHHSLuxuryCollection.comThe Wall Street Journal: WSJ U.S., & WSJ India and WSJ’s Chinese & Japanese Language EditionsMansionGlobal.com (Over $1 Million): English, Spanish, Chinese, & Japanese EditionsMansion Global WeChat Channel (Over $1 Million)Barron’s.com Homepage & Penta HomepageJuwai.comFinancial TimesRotate in Showcase ad on MansionGlobal.com (Properties Over $5 Million, sample below)BLOG AUTOMATIC SYNDICATION

GLOBAL MARKETINGLUXURY MARKETING PROTOCOLS & INITIATIVES | 9The Berkshire Hathaway HomeServices Luxury Collection Global Open House is a regular virtual event that brings together agents from across the entire global network to explore and celebrate some of the most exquisite luxury listings represented by network members and to discuss unique marketing and sales opportunities. Each show includes a video tour of three to four luxury properties and is followed by a live question and answer session with the listing agents and Berkshire Hathaway HomeServices CEO Christy Budnick to share facts and features about the home and to discuss best practices. WHAT IS THE LUXURY COLLECTION GLOBAL OPEN HOUSE?The Luxury Collection Global Open House is an exclusive marketing and networking event. It is an opportunity for a listing agent to market an exceptional property within the network. Because discretion and privacy are of utmost importance to the high net worth seller, each episode is invitation only to Luxury Collection Specialists, Broker/Owners, and Marketing Directors. Approximately 3,000 invitations are sent.WHAT IS AN EPISODE?Each episode features 4-6 listings in diverse markets around the globe. The duration is 45-60 minutes.HOW IS THE EPISODE STRUCTURED?The episode is hosted by Christy Budnick, CEO. Property viewings are first, followed by a Q&A session with the listing agents.HOW IS THE EVENT BROADCAST?Each episode is an invitation only, private viewing within a Zoom webinar. Approximately 500 invitees attend each episode.HOW DOES A PROPERTY QUALIFY FOR AN EVENT?There are several criteria to participate. The property must be in the luxury price point for the market. We require properties which are exceptionally showcased. We cannot accept properties which are dated or cluttered. A professionally produced property video must accompany the submission, and a listing agent introduction video will need to be provided as well.WHAT IS REQUIRED OF THE LISTING AGENT?The listing agent will be asked to agree to the following:• Submit the 2 videos: a 3-5-minute property video, and a 30-60 second listing agent intro video.• Attend the episode in which the property will be featured.• Engage in a 15-minute interview with the co-host to prepare for the Q&A session approximately one week prior to the event.• Arrive 20 minutes early to the actual event for a tech rehearsal.WHAT IS CONSIDERED A QUALIFIED PROFESSIONAL PROPERTY VIDEO?We cannot accept a faux video, i.e., still photos streamed together.WHAT IS A LISTING AGENT INTRODUCTION VIDEO?If the listing agent does not personally appear and present in the property video, we would like for the listing agent to record a personal introduction of the property. This video can be recorded using a cell phone; the more personable the better.IS THE EPISODE RECORDED?Yes, each episode is recorded, and the recording is available in the Luxury Collection area of the Resource Center.CAN THE EPISODE BE SHARED WITH CLIENTS?Certain episodes are available to be used as a listing resource and with clients in discreet marketing campaigns.IF I’M INTERESTED IN A LISTING, HOW DO I REACH THE LISTING AGENT?The featured property addresses and the contact information for each listing agent is available during the live event and with the recorded episode in Resource Center. Attendees will also receive a follow up email with all the information.HOW DO I SUBMIT MY PROPERTY FOR CONSIDERATION?To submit your luxury property for consideration, please email a professionally produced video of your luxury listing to luxurylistings@hsfranchise.com.FAQGLOBAL OPEN HOUSE

10 | LUXURY MARKETING PROTOCOLS & INITIATIVESGLOBAL MARKETINGSOCIAL MEDIAThe world of social media is no longer a suggestion - it’s an expectation. Our network members can reap the rewards and seize opportunities that commend our verified channels, while partnering with esteemed names including Unique Homes and Architectural Digest. Join us as we revolutionize the digital landscape; make your mark in the sphere dominated by Berkshire Hathaway HomeServices Luxury Collection!Instagram - @BHHSLuxuryFacebook - @BHHSLuxuryLinkedIn - BHHS Luxury CollectionTwitter - @BHHSLuxuryGLOBAL CHANNELS

GLOBAL MARKETINGLUXURY MARKETING PROTOCOLS & INITIATIVES | 11Send high resolution property photos, the link to the property from BerkshireHathwayHS.com, and one line of descriptive copy to LuxuryListings@HSFranchise.comAll submissions will be considered for the featured rotation on BHHSLuxury Instagram, Luxury Collection Facebook group post, and BHHSLuxury Pinterest boards.PROPERTY FEATURESOCIAL MEDIA OPPORTUNITIES

12 | LUXURY MARKETING PROTOCOLS & INITIATIVESGLOBAL MARKETINGThe listing must be classified as a luxury listing. To ensure it does qualify as a luxury listing, please note that the listing will automatically appear with a Luxury Collection banner on the BerkshireHathawayHS.com website if it meets the luxury price point threshold. Please contact your marketing team, broker or LuxuryListings@HSFranchise.com if you have any questions about what qualifies as a luxury listing. To submit a luxury listing to be posted on the Unique Homes social media accounts please:• Ensure that it meets the luxury listing criteria• Send the listing link and link to downloadable images to LuxuryListings@HSFranchise.com• Also include in the email your social media handles that you would like us to tagThe listing must be classified as a luxury listing. To ensure it does qualify as a luxury listing, please note that the listing will automatically appear with a Luxury Collection banner on the BerkshireHathawayHS.com website if it meets the luxury price point threshold. Please contact your marketing team, broker or LuxuryListings@HSFranchise.com if you have any questions about what qualifies a luxury listing. To submit a luxury listing to be posted on the Unique Homes social media accounts please:• Ensure that it meets the luxury listing criteria• Send the listing link and link to downloadable MP4 video to LuxuryListings@HSFranchise.com• Also include in the email your social media handles that you would like us to tagBerkshire Hathaway HomeServices has created the Prestigious Properties social media initiative exclusively for all network members representing luxury properties to place their listings in front of a targeted, global audience.This initiative comprises a weekly “takeover” series of the Unique Homes social media accounts on both Instagram and Facebook—totalling more than 415,000 followers.Each Wednesday, Unique Homes share two static (image only) posts and one video post of a property represented by a Berkshire Hathaway HomeServices network member to their feed. @UniqueHomes_Media (101K)Unique Homes (314K)REQUIREMENTS TO SUBMIT A LISTING FOR A STATIC POSTREQUIREMENTS TO SUBMIT A LISTING FOR A VIDEO POSTUNIQUE HOMES SOCIAL MEDIA TAKEOVERPRESTIGIOUS PROPERTIES

GLOBAL MARKETINGLUXURY MARKETING PROTOCOLS & INITIATIVES | 13PRINT MEDIAAttracting the right audience through print is an important part of our global print strategy, our print ads appear in high-quality publications including the Wall Street Journal, Mansion Global Experience Luxury, PENTA, Unique Homes Magazine, Prestige, Netjets Magazine, and duPont Registry.As a Berkshire Hathaway HomeServices network agent you benefit from the relationship that we have arranged for you with some of the most prestigious luxury collection publications.

14 | LUXURY MARKETING PROTOCOLS & INITIATIVESGLOBAL MARKETINGSTRATEGIC DISTRIBUTION• Each issue has a minimum print distribution of 50,000• Mailed to affluent U.S. consumers, including those with a net worth of $25 million and above• Each Berkshire Hathaway company CEO/leader receives a mailed print copy• Distributed in Delta Air Line Sky Clubs across 37 major US airports• Mailed to past clients and prospects among those advertising in each issue• Mailed to more than 2,500 Berkshire Hathaway HomeServices Luxury Collection Specialists, marketing directors and broker/owners • Inserted in its entirety into the Unique Homes Magazine—print and digital (Added readership of 100,000+) • Digital issue featured on the BerkshireHathawayHS.com website—with more than 14 million views in 2021 • Digitally shared to entire Berkshire Hathaway HomeServices network comprising more than 50,000 global real estate professionals TARGETED AUDIENCE• Average net worth of $4,525,000• Average value of real estate holdings: $3,500,000+• 40% own 2 properties; 30% own 3 or more properties• 7 of 10 are actively in the market to buy or sell• 4 of 5 have yet to select an agent/brokerPERSONALIZED DISTRIBUTION Each agent that commits to at least one full page of advertising receives up to 100 customized copies directly mailed to their contact list and 20 customized copies for the agent. The agent picture and contact information appears on the cover of these customized copies.UNIQUE HOMES MAGAZINE BONUS Network members that commit to all three issues per year, or purchase a two-page spread in an issue, receive Platinum Broker status on UniqueHomes.com, which includes an online profile and the ability to upload up to 100 properties to the site ($2,995 value).Berkshire Hathaway HomeServices Prestige magazine has been the definitive voice of luxury lifestyle pursuits for almost a decade. Published three times a year in Spring, Summer and Fall, the magazine features captivating editorial content alongside prestigious property listings to create the premier lifestyle guide and global property showcase publication.Pairing longevity with proven results, the magazine provides unique opportunities exclusively for Berkshire Hathaway HomeServices network members to showcase listings to a targeted global audience through its print and digital formats and strategic distribution channels.BERKSHIRE HATHAWAY HOMESERVICES’ PROPRIETARY PUBLICATIONPRESTIGETo reserve an ad, please contact: Bruce Griset, Director of Salesbgriset@uniquehomes.com

GLOBAL MARKETINGLUXURY MARKETING PROTOCOLS & INITIATIVES | 15BRAND ADVERTISINGBrand ads will be featured on the front page of Mansion, in select issues throughout the year, published on Fridays.MANSION GLOBAL EXPERIENCE LUXURY INSERTA luxury real estate supplement from The Wall Street JournalPublished five times a year, Mansion Global Experience Luxury is a one-of-a-kind opportunity to connect with The Wall Street Journal’s high net-worth subscribers within the most affluent zip codes and markets across the country.U.S. Distribution100,000 Wall Street Journal print subscribers of the WSJ Weekend Edition across the following regions: New York, Miami, Los Angeles, San Francisco, Houston, Dallas, Chicago, BostonBerkshire Hathaway HomeServices has reserved full-page color ad units in all ten issues of Mansion Global Experience Luxury.Custom digital ad units appear across the WSJ digital network on desktop and mobile. Includes target placements and rich media Units to inspire and engage buyers.INTEGRATED CORPORATE MARKETING PLANTHE WALL STREET JOURNAL

16 | LUXURY MARKETING PROTOCOLS & INITIATIVESGLOBAL MARKETINGLUXURY COLLECTION SPECIALIST DESIGNATIONThe Berkshire Hathaway HomeServices Luxury Collection comprises an exclusive group of real estate professionals and an unparalleled portfolio of the most magnificent homes around the globe. Luxury Collection Specialists are among the most revered in the industry for their unwavering commitment to excellence and an undeniable passion to serve. With vision, commitment, determination, and elegance, Luxury Collection Specialists provide white glove service for those seeking or selling homes.Powered by a brand that offers what no other can and whose ethos is founded on trust, stability, integrity, and longevity, Berkshire Hathaway HomeServices Luxury Collection Specialists pair invaluable knowledge with access to advanced tools and vast global connections. Those with the Luxury Collection Specialist Designation market themselves as luxury experts by way of exclusive marketing collateral available only to those with the designation. They also receive exclusive invitations to networking events, including the annual Luxury Collection reception at Sales Convention. Apply for your designation or renew on Resource Center.

GLOBAL MARKETINGLUXURY MARKETING PROTOCOLS & INITIATIVES | 17

18 | LUXURY MARKETING PROTOCOLS & INITIATIVESFLORIDA PROPERTIES GROUP MARKETINGCOMPANY PROVIDED INSTALLATIONLuxury properties will receive a company provided yard sign with main company phone number on it. This sign is ordered and installed by First Call for Install/Frames & Things. You have the option to purchase your own custom Luxury Yard Signs and/or sign riders and have those installed instead of or with the company provided signs. Custom signage can be purchased through Frames & Things.

FLORIDA PROPERTIES GROUP MARKETINGLUXURY MARKETING PROTOCOLS & INITIATIVES | 19JUST LISTED POSTCARDSOur residential listings are given a special treat - 50 complimentary Just Listed postcards, sent to the closest addresses. However, why not take it up one step and upgrade your listing with another 50 postcards? Take advantage of this chance for even greater success! It’s time you pamper that luxury property with some extra attention.Need more information on ACE and the Just Listed postcard program? There are resources available on the Agent Help Site.

20 | LUXURY MARKETING PROTOCOLS & INITIATIVESFLORIDA PROPERTIES GROUP MARKETINGTHE LUXE LIFEOur exclusive portfolio of luxury properties will be unveiled in a gorgeous bi-monthly digital publication, The Luxe Life of Tampa Bay & Central Florida, available both on our website and to the co-op agents throughout our marketplace. This specially curated edition is sure to draw plenty of attention – with stunning photography along with contact information for each listing agent featured within its pages! To have your property included in this publication, we will need 4-6 high resolution images provided prior to the deadline so we can send this out in a timely manner every other month. See the latest digital version here!OF TAMPA BAY & CENTRAL FLORIDA

FLORIDA PROPERTIES GROUP MARKETINGLUXURY MARKETING PROTOCOLS & INITIATIVES | 21JUST LISTED DIGITAL ADWhen it comes to listing your home, we know it’s top priority to get it in front of as many eyes as possible, as soon as possible. Luckily, we have the perfect plan to do just that through an innovative new program offered by Berkshire Hathaway HomeServices and Chalk Digital. This partnership gives our agents the exclusive advantage of being able to create dynamic, measurable and targeted ad campaigns that maximize your home’s visibility automatically. A customized, clearly defined geographic area. A strategically designed audience of interested buyers. A personalized ad for your property. Shown on hundreds of websites and social media platforms such as Facebook, Instagram, Amazon, The Wall Street Journal, and more. The campaign will span 7 days. Your digital ad will follow consumers around wherever their online journey takes them.

22 | LUXURY MARKETING PROTOCOLS & INITIATIVESFLORIDA PROPERTIES GROUP MARKETINGYour extraordinary Marketing Team is here for you every step of the way, delivering monthly newsletters with a curated selection of the latest luxury listings. Our commitment to your success and to helping secure top dollar on our clients’ prized properties is unwavering!Only a select amount of properties can be featured each month, but if you have a special request you can always reach out to luxury@bhhsflpg.com and we will try our best to accommodate your request. MONTHLY CO-OPNEWSLETTER

FLORIDA PROPERTIES GROUP MARKETINGLUXURY MARKETING PROTOCOLS & INITIATIVES | 23Looking to give your luxury properties the full star treatment? We offer a top of the line promotion service, where you can show off your exquisite listings in high resolution images and/or video walkthroughs. Our company will be sure to share these amazing visuals on both Instagram and Facebook - making sure that all eyes are on what you have to offer!Simply email luxury@bhhsflpg.com with your high resolution images and/or video walk through. PROPERTY FEATURESOCIAL MEDIA FEATURE

24 | LUXURY MARKETING PROTOCOLS & INITIATIVESFLORIDA PROPERTIES GROUP MARKETINGNeed to show off your luxury property in style? MADI can help with elegantly designed materials that capture the essence of sophistication. Whether you choose from her selection of 8-page brochures, open house social media graphics or just sold postcards - she has everything you need for chic and savvy marketing!Notice a template missing that could be good for everyone to use? Email luxury@bhhsflpg.com and share your idea! ALL IN MADIMARKETING MATERIALS

FLORIDA PROPERTIES GROUP MARKETINGLUXURY MARKETING PROTOCOLS & INITIATIVES | 25We promote our luxury listings through Luxury Home Magazine, a local publication exclusively featuring exquisite properties in Tampa Bay & Greater Sarasota. This publication ensures remarkable exposure for your listing, strategically distributed to affluent residents with a minimum tax-assessed value of $1,000,000. Enhance your property’s visibility and captivate potential buyers with this targeted advertising opportunity. TARGETED PRINT MARKETING LuxuryHomeMagazine.comEach advertised listing is automatically uploaded to their comprehensive national website, where visitors can enjoy and interact with additional features that help further promote you and your listings.Agent profiles include head shots, contact information and social media links. Links to your business website. Ability to host video tours and link to virtual tours.Online Digital EditionEach issue is posted online as a carbon copy of the printed book, with interactive links.Social MediaLuxury Home Magazine features their client’s advertisements daily on Facebook, Instagram, and Twitter to their growing audience.Direct mailed to Tampa Bay and Greater Sarasota’s most affluent residents.* Targeted households with a minimum tax-assessed value of $1,000,000 will receive a copy of Luxury Home Magazine.Hand distributed to high-end venues and upscale local businesses from Tampa to Boca Grande.FLORIDA PROPERTIES GROUP SPONSORED ADLUXURY HOME MAGAZINE**If we do not receive adequate participation in the ad for a specific issue, we will not be running the ad. This is subject to change. *Encompassing Hillsborough, Pinellas, Manatee, Sarasota and Charlotte Counties, and all of Boca Grandetotal circulationsocial media annual impressionstotal readership18,000+7,500+25,000+50,000,000+100,000DIGITAL MEDIA