Compass Three-Phased Marketing - A Winning Strategy
In today’s competitive real estate market, how you launch your home to the public makes a difference. Compass’s Three-Phased Marketing Strategy was designed to give sellers more control, a way to test the market, and strategic, step-by-step plan that aligns with how professional builders market new homes—and now, it’s available to you.
Phase 1: Compass Private Exclusive
Think of this as a soft launch. Before your home goes public, it’s introduced privately to Compass’s top network of agents and their motivated buyers. Many of my clients take advantage of this Private Exclusive stage while preparing a property for market or during slower periods—such as the holidays—when "Days on Market" would otherwise build. Until recently, this level of pre-market exposure wasn’t available to most sellers. Now, it provides an added layer of marketing that can make a real difference. This early approach allows you to:
- Test pricing and presentation in a low-pressure, controlled environment.
- Gather real-time feedback from qualified buyers.
- Generate early interest—sometimes even a premium offer—without showing up on public MLS yet.
Phase 2: Compass Coming Soon
Next, your listing appears on Compass.com—visible to agents and consumers but not yet on the MLS or third-party portals. This creates:
- Buzz and anticipation while protecting against negative listing metrics like days on market or price reduction history.
- Access to early engagement data (views, clicks, shares) that helps fine-tune strategy.
- Control over your listing’s visibility and data footprint.
Phase 3: Full Public Launch on MLS
Once you’ve benefited from strategic insights and interest, your listing goes fully public on the MLS and major real estate sites like Zillow and Redfin. At this stage, you’re equipped to:
- Launch with maximized buyer demand.
- Position your home for optimal pricing and strong offers.
- Benefit from a confident, data-optimized presentation backed by pre-launch momentum.
The Results Speak for Themselves
Compass’s internal data (analyzing listings from January 1 to December 31, 2024) shows that homes pre-marketed through Phase 1 and/or Phase 2 enjoy:
- 2.9% higher closing prices (95% confidence interval: 1.9% – 3.9%).
- 20% faster time to contract.
- 30% less likelihood of a price drop compared to listings that went straight to MLS.
Why This Strategy Works for Sellers and Buyers
This allows sellers to test and adjust pricing to avoid their home lingering (read:losing $) on the market. Qualified buyers also benefit as they get the advantage of touring properties that are presented by Compass agents so they can feel comfortable with the prep and the disclosures provided by the sellers’ agents.
Final Thought
Compass’s Three-Phased Marketing Strategy isn’t just another listing plan—it’s a smart, intentional approach used to safeguard your home’s value and accelerate your sale. It aligns timing, data, and demand to create momentum—so you can sell smarter, with more control. Reach out to learn more about our unique listing process.
