Compass 3-Phased Marketing Strategy

Compass is Giving Homeowners the Same Advantages as Real Estate Developers and Professional Homebuilders

The marketing strategies that Compass supports are not novel or new. In fact, they have been used by the largest and most successful group of sellers in the industry—professional homebuilders and real estate developers. They have a sophisticated playbook on how to sell homes, and just like some homeowners, have properties they want to advertise that aren’t ready to be shown. Here are the key things they do:

Test Aspirational Pricing

They test an aspirational price or validate a pricing strategy privately before listing on the MLS.
Harness the Power of Pre-Marketing

They pre-market while staging and preparing the home to create interest and anticipation before it’s ready to launch.
Learn from Engagement Insights From the Listing Page

They learn from the data and analytics they get from their websites, including property page views, visits, and engagement insights.
Protect and Control Their Data

They control which websites their photos, address, and data appear on and protect their data.

Combatting The Criticism Campaign

Portal sites hurt homeowners by placing negative insights that devalue your home. At Compass, we put homeowners first.

1. Eliminate Days on Market

Extend your marketing runway by controlling when the property is put on the MLS, helping minimize public days on market or price drop history. Excessive days on market and price-drop history can devalue your property in the eyes of buyers.
2. Avoid Missed Buyer Inquiries

Some third-party sites block buyers’ ability to reach out to the listing agent directly. These leads are sold to other agents who may be unfamiliar with your home and whose interests may not align with your selling goals.
3. Control your Pricing

Automated home valuations on third-party sites use outdated algorithms and incomplete data, often mispricing homes and shaping buyer expectations before you even list.
4. No Negative Insights Added to Your Listing

Third-party platforms can add their own assessments and data to a listing, which may not accurately reflect the true value or desirability of your property.

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The Compass 3-Phased Marketing Strategy

Where Homeowners Choose to Market First

PHASE 1

Compass Private Exclusive

Just like many companies test products with a smaller audience before launch, listing your home as a Private Exclusive allows you to test price, gain critical insights, generate early demand, and extend your marketing runway – all before going public.

Find out more about Compass Private Exclusives here.

Make your listing available to a nationwide network of 34,000 top agents and their millions of clients.

Begin to create urgency and generate buyer interest without accumulating days on market or damaging public price drops.

Sometimes you’ll find a buyer that will pay a premium for certainty and reduced stress.
PHASE 2

Compass Coming Soon

Publicly launch your property on Compass.com, showcasing it to all agents and consumers on the internet without displaying days on market or price drop history. Signal to the market that increased competition for the listing will be coming soon when it’s launched on all other sites.

Find out more about Compass Coming Soon here.

Receive key engagement insights from your agent about how agents and their buyers are viewing, commenting, and sharing your listing on Compass.com – data that is lost when listings go into other platforms.

Improve the chance of ranking higher on Google while increasing the likelihood that serious buyers contact us directly, instead of an agent who may not be familiar with your home.

In this phase, have more control over your data so photos of your home and personal information don’t stay on the Internet.
PHASE 3

Go Live on All Platforms

Go ‘Active’ on MLS & third-party sites with the benefit of price discovery from Phases 1 & 2.

Armed with feedback from agents and buyers, we strategically launch your home on the public market to help ensure maximum demand and confidence to achieve the best outcome for you. Now that your home is launched, it will accrue days on market and visible price drop history.

Pre-Marketing by the Numbers

Our research shows that Compass-sold homes that are pre-marketed before going active on the MLS, on average, are associated with these results:

2.9%

Higher Closing Price

20%

Faster to Contract

30%

Less Likely to Drop in Price

Your Home.
Your Choice.

At Compass, we believe selling your home should be done on your terms, with control over how it’s marketed and how your data is being used.

Get in Touch

Building the Smartest and Safest Place To List Your Home

*Select phases of this marketing plan are not possible in some markets where MLS and/or association rules restrict public marketing before a listing is input into the MLS. Check with your Broker of Record to ensure you are compliant with your local MLS requirements.

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3-Phased Marketing Strategy