Compass 3-Phased Marketing Strategy

Compass 3-Phased Marketing Strategy

Hear from Compass’ CEO how the 3 phase marketing plan positions your home for the best possible outcome.

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:

Why choose us

1

Test Aspirational Pricing

They test an aspirational price or validate a pricing strategy privately before listing on the MLS.

2

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.

3

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.

4

Protect and Control Their Data

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

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.

Your Home.
Your Choice.

For years, the traditional way of selling your home has been part of a system that has put sellers at a disadvantage. The most well-known real estate websites have built their business models at the expense of homeowners by showing negative insights on their listings, such as days on market, price drops, and home value estimates.

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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 is your most valuable financial asset. You deserve the best return so that you can buy your next home, feel secure in your retirement, or pay for your child’s education. You shouldn’t have to compromise your financial future because the system isn’t built for you.

At Compass, we’re leveling the playing field by giving individual homeowners the same playbook and best practices real estate developers and professional homebuilders have benefited from for years. We’re working with homeowners to build the smartest and safest place to list homes.

Building the Smartest and Safest Place To List Your Home

*Findings are descriptive statistics and compare the average of Compass residential listings that went active on a MLS and were pre-marketed as a Compass Private Exclusive and/or Compass Coming Soon vs. the average of Compass residential listings that went active on a MLS but were not pre-marketed as a Compass Private Exclusive and/or Compass Coming Soon from January 1, 2024 - December 31, 2024 as well as measure the percentage of Compass Coming Soon residential listings that sold during the period January 1, 2024 - December 31, 2024. Compass Coming Soon listings that sold off the MLS are identified as having a close date in 2024, were pre-marketed as a Compass Coming Soon, and were on the MLS for less than one day. Source: Compass data. Findings from the internal analysis were based on a hedonic regression analysis that examined Compass residential closed sell-side transactions from January 1, 2024 - December 31, 2024, nationally and for all residential property types (single family, co-op, condo, townhouse, and condop). For 2024, Compass pre-marketed listings are associated with an average 2.9% increase in the final close price versus Compass listings that went directly to the MLS. The estimated effect has a 95% confidence interval ranging from 1.9% and 3.9%. This finding may vary depending on market conditions and seasonality. The results provided are based on current data and methodologies, and should not be interpreted as definitive predictions of future outcomes. Compass utilizes a Compass Private Exclusive listing and/or Compass Coming Soon listing at the direction of the seller. Compass makes no warranty, representation or guarantee as to the accuracy of these results or any actual outcome of using the Three Phase Marketing Program. Results may vary. Correlation does not necessarily equal causation.

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jenna citron

bea citron

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