Briggs Freeman Sotheby’s International Asserts Itself in Edgy New Ad Campaign

With recent rumors swirling that one big national brokerage may be buying another, the bold new ad campaign from Briggs Freeman Sotheby’s International Realty takes on even more significance.

The renowned North Texas brokerage, founded in 1960, has launched a cheeky campaign that reinforces its longstanding reputation as the trusted source for the finest homes, high-rise residences, ranches — and even insightful advice — across Dallas and Fort Worth.

“We’re going nowhere,” proclaimed the first ad, which debuted in North Texas lifestyle magazines in March. The ad goes on to tout the brokerage’s strengths, now 400 agents strong across DFW.

“No other brokerages can compare,” it asserts. “But, oh, they try to. They say that Briggs Freeman Sotheby’s International Realty is too small, too set in our honorable ways, too consistent, too optimistic, too detail-focused, too diligent, even too nice. (Too nice!) You know what? We are.”

And then, the brokerage gets a little feistier:

“In 65 years and counting, no disruptors have disrupted us. No venture capitalists have capsized us. Try again, outsiders.”

Now that’s confidence — something Briggs Freeman Sotheby’s International Realty can back up with its $2.4 billion in sales volume in 2024 alone, marking its 11th consecutive year of multibillion-dollar sales.

The next ad in the series, coming in April, declares:

“You’re just a number.”

It then takes aim at the industry’s shift toward mega-brokerages and one-size-fits-all sales strategies.

“The big brokerages are getting bigger, applying the same predetermined sales strategies to all their listings. You are not a commodity at Briggs Freeman Sotheby’s International Realty. You are a client—deserving of the best advisors, guidance, care, and coddling.”

Who doesn’t love some coddling? The ad drives the point home:

“Since 1960, we’ve treated our sellers and buyers like the people, thinkers, and feelers that they are. It’s radical, isn’t it?”

It’s an unusual and refreshing campaign, with not a single home depicted — just words. And those words do some big talking, positioning Briggs Freeman Sotheby’s International Realty as the hub for great homes and great agents that it has been for nearly seven decades.

In fact, we’ll run both ads here in their entirety. They serve up a mix of good-natured sass and thought-provoking messaging — and we’re here for it.