KEY SERVICES
PREPPING THE HOME FOR MARKET TIMELINE PLANNING
Staging consultation to determine priority todo list for the home; coordinating with vendors to make any necessary repairs.
Understanding how long it will take to have the home ready for market based on what prep work is needed, staging and photography
Pricing your home is extremely important depending on the market conditions, competition, features of the home and timing. At the end of the day, no one can predict exactly what your home will sell for, but all parties should feel confident with a list price based on factual information and market conditions
PROFESSIONAL PHOTOS AND MARKETING
BUILDING MOMENTUM WITH 3
PHASED MARKETING
LISTING THE PROPERTY, ACCESS AND OPEN HOUSES
The first impression most homebuyers will have of your home will be online and in photographs Having a professional photographer and other marketing materials (3-D tour or floor-plan, etc) is critical to getting buyers in the door.
A custom URL/website created for your home including neighborhood information Intown buyers especially value location, marketing your neighborhood/location amenities is crucial
With a strong network of 1000s of top intown agents, advertising the property as compass private exclusive and then coming soon is a great way to premarket your home and/or test a price point
Listing the property on FMLS and GAMLS with syndication to 1000s of other websites
Managing access to the property, soliciting feedback and answering agent/prospective buyer questions with extreme responsiveness
Hosting agent caravan and open house(s), This is a great way to get more attention and solicit feedback on your home
OFFERS RECEVIED
To fully evaluate an offer a buyer must evaluate all of the offer points The price is only one factor, understanding the additional terms, lender requirements and seller priorities is important to insuring the contract makes it to the closing table.
Once an offer is accepted, I will guide you through the due diligence, or inspection period, financing and appraisal process, while always negotiating and advocating on your behalf
Most importantly you will have me and my extensive resources (from lenders, to home stagers, to contractors) at your disposal to guide you through this process and help you reach your goals with a smooth transaction
OFFER REVIEW AND GUIDANCE
CONTINGENCIES
SUPPORT AND RESOURCES
Maximize Your Home’s Value
With the Compass 3-Phased
Marketing Strategy
Launch your home not once, but three times to secure the best results for your home sale.
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.
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.
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 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 drives results
Digital Reach
Impressions in 20242 Website Visitors1
Media Reach
Our in-house media team works with top publications to share compelling narratives about your
Reach more prospective buyers with intelligent digital advertising
By leveraging Compass’ digital advertising tools and partnerships across social media and advertising throughout your listing process, we can generate demand to sell your home faster, and we meet potential buyers where they are, online.
Proprietary Targeting Optimized Performance
Compass helps generate buyer Compass tracks and measures the interest by using proprietary data results of every campaign which to serve ads to Facebook and Instagram users. allows for continued optimization.
INSTAGRAM IMAGE AD
FACEBOOK VIDEO AD
Assessing our strategy and monitoring the market
Using proprietary tools such as Collections and Insights, we keep you informed of market conditions and traffic to your property.
Collections allows us to have a collaborative conversation on your home selling process with instant updates on comparable listings and access to insider knowledge previously only available to the agent community.
Insights is a detailed, custom dashboard that allows us to assess the impact of our online marketing campaigns in real time. By capturing this data, we are able to further target our ads to buyers most interested in your home.
WHY IS IT CRUCIAL TO PRICE YOUR HOME RIGHT?
Setting an unrealistic, or aspirational, price for a property is one of the most common mistakes made when selling a home
A property that is priced too high will only deter buyers, sit on the market, and put the seller at a disadvantage By pricing your property right, you can attract the maximum number of prospective buyers who can afford to pay what's your home is worth
Buyers are more educated than ever, with a plethora of real estate information at their fingertips, and, at the end of the day, a property is worth what a seller is willing to sell for AND what a buyer is willing to pay
A lot of variables factor into the pricing of your home including: when you list your home, sale price of homes similar to yours in style and location, your competition when you list your home, the condition of your home, the staging of your home, the desirability of the location/home/amenities, your personal motivation to sell, any personal special circumstances (ie divorce, out of state move, emergency move, etc)
Typically the faster a home sells, the better the terms are for the seller, and the more likely the home sells at or above list price
The longer a home sits on the market, the more likely the prospective buyers think the home is ‘on sale’ and their perceived negotiation power increases This puts the seller at a disadvantage and is more likely the home will sell for less than list price, and potentially less favorable terms for the seller
At the end of the day, the list price of your home is a seller’s decision However your agent should advise you on the pros and cons of this decision based on your specific goals and circumstances An initial list price should be based on real data, and never lower than a seller would be happily accept
INVESTMENT
Brokerage Costs of 6% of Sale Price:
Buyers Brokerage (3%)
Sellers Brokerage (3%)
Brokerage Fees
Listing Fees
All Key Services
Photography
Marketing Materials
Expertise, Support and Advice
Sellers Brokerage technology and administrative fee ($300)
SELLER NET EXAMPLE
SALES PRICE: Taxes (Prorated)
$500,000
$365,700
CHOOSING A REAL ESTATE PROFESSIONAL
Choosing a real estate professional to help you sell your home is a big decision. Selling a home and moving is ranked as one of the most stressful life events, and having someone you trust to guide you through the process can make a difference in your experience and financial outcome.
It’s important to understand what is most important to you as a seller. The benefit I bring your agent is that I work for you, and although I have support, I am fully involved in every transaction. I am responsive, available, and in communication with all parties at all points of the transaction. My number one priority is always to help you reach your specific real estate goals
Anna Callaway
As a child, my weekends and free time were spent visiting properties across South Carolina I’m a third generation real estate investor – love for real estate came with my DNA. I started helping my parents identify investment properties while in college and then moved to Atlanta to begin my career at Coca-Cola But I couldn’t shake the real estate bug I was soon buying a foreclosure in Midtown while I was learning the market at age 23, moving on to investment properties and househacking a few years later.
After nearly a decade in the Coca-Cola Company’s Corporate Sustainability and Philanthropy teams, focused on supporting sustainable communities all over the world, I could not resist the urge to merge my passion for helping people with my passion for real estate
One of the things I was most excited about in starting my real estate business was ability to help people with the biggest investment of their lives, and also help through giving back to the organizations that make this city thrive.
Anna currently serves on the board of directors at HouseProud Atlanta, a nonprofit that provides free home repairs for seniors, veterans, and others in need of critical repairs in Atlanta, and as Vice President of the board of directors at the Grant Park Cooperative Preschool
Anna lives in Grant Park with her husband, Fuller, a private wealth manager who focuses on environmentally and socially responsible investing, their son Abner, and their labradoodle, Choco
ADDITIONAL
INFORMATION
The benefits of working with a cooperating broker
Working with a professional buyer’s agent can provide a host of benefits you may not have considered. In partnership with a buyer’s agent, I can show your home in its best light to a widened pool of qualified buyers and ensure a more efficient contract-to-close process for everyone involved.
Increased Exposure For Your Listing
More eyes means more interest. A buyer’s agent can help get your listing in front of interested buyers they are currently representing, which maximizes your home’s exposure in a competitive market. By listing as a Compass Private Exclusive, you can even pre-market your home to buyers and the agents they are working with to build early demand before launching to the public.
More Qualified Buyers
Working with a buyer’s agent helps increase the likelihood that your home will be seen by qualified and vetted buyers who are educated about the market and ready to transact.
Seamless Contract-to-Close
Buyer agents provide guidance, counseling, and support to buyers throughout the contract-to-close process to troubleshoot and resolve potential issues. Having dedicated agents on both sides of the deal will ensure an objective approach and increase the likelihood of a seamless transaction.
Reduced Liability & Exposure
Having professional representation more readily ensures that the buyer completes their investigations to their satisfaction, thoroughly reviews and understands seller disclosures, and completes each required step. The result? A well-informed client without buyer’s remorse.
The benefits of offering buyer agent compensation
In he United States, real estate commissions can be paid by the seller, listing agent or the buyer. Continuing the practice of offering buyer compensation by the seller or listing agent increases the likelihood of having a professional buyer’s agent on the other side of the transaction and provides you with a number of advantages.
By paying commission or authorizing your listing broker to pay commission, you have potential to:
Increase Interest From Qualified Buyers
When you offer compensation to the buyer’s agent, the property may become more attractive to serious buyers and increase its exposure, a critical advantage in competitive markets. This also makes your home more accessible to a wider pool of buyers, some of whom might have limited cash for upfront costs.
Secure a Higher Purchase Price
If buyers don’t need to reserve funds for commission, they may be able to offer a higher purchase price.
Sell Faster
Removing the financial burden on buyers can help reduce the time your property is on the market.
Simplify Negotiations
With commission costs off the table, negotiations are less complex, allowing all parties to stay focused on the property’s price, which streamlines the negotiation.
Launch as a Compass Private Exclusive
Start the home-selling process with time on your side. The first stage of the Compass 3-Phased Marketing Strategy, designed to maximize demand and refine your price for the best possible sale outcome.
Soft-Launch to an
Exclusive Audience
Showcase your home to our network of top agents and their serious buyers, gathering honest feedback on pricing, with time to make adjustments before going public.
Test Your Price & Gain Insights
Know exactly how buyers are engaging with your listing –how often it's viewed, liked, or shared. Use this data to refine your pricing and positioning for a stronger public launch.
Showcase Before Being Market-Ready
Pre-market your home to interested buyers before investing time or effort into preparing it for the public market.
Generate Early Demand
Build anticipation and interest for your home without the risk of accumulating days on market or public price drops that impact its value.
Attract Competitive Offers
You may secure a competitive offer from a buyer willing to pay a premium for certainty and a less competitive process.
Maintain Your Privacy
Your privacy is valuable. Photos and floorplans of your home are only visible to Compass agents and their serious clients.
Broaden your reach with Compass Coming Soon
Publicly launch your property as a Compass Coming Soon exclusively on Compass.com, while staying protected from days on market and damaging price drop history.
This is your second launch opportunity with the Compass 3-Phased Marketing Strategy, designed to maximize demand and refine your price for the best possible sale outcome.
Capture Buyer Inquiries & Improve Search Ranking
Ensure serious buyer inquiries come directly to me, rather than other agents who may be unfamiliar with your home and your selling goals. Compass Coming Soon listings are also more likely to rank higher in Google search results, giving your listing greater visibility.
Receive Engagement Insights
Get data-backed insights on how agents and their buyers are viewing, commenting, and sharing your listing on Compass.com so that you can adjust your pricing and positioning for a stronger public launch.
Interested in Learning More?
Talk to me about listing your home as a Compass Coming Soon.
A multi-channel marketing approach, designed to stand out
From brochures and postcards to social media and emails, our marketing collateral effectively communicates your property’s story and attracts more potential buyers.
How Compass technology helps find the buyer for your home
Unlike any other brokerage, Compass’s Reverse Prospecting tool offers homeowners real-time data on buyer activity for your home from 33,000+ Compass agents and their millions of buyers. We'll know the moment a Compass agent shares your listing and can monitor when a client has viewed, favorited or commented on your listing. With these insights, this allows us to develop an informed outreach strategy to bring interested buyers to the transaction.
A Data-Driven Strategy Based on Real-Time Buyer Interest
Gain exclusive insights into how many potential buyers are looking at your listing from a pool of up to 33,000 Compass agents and the millions of clients they represent.
Know anytime a Compass agent adds your listing to their client’s Collection and how often those buyers are viewing, liking, or commenting on it. Stay informed by knowing exactly how buyers are interacting with your listing on Compass.
Leverage buyer interest to secure stronger offers, accelerate negotiations, and move efficiently to a successful closing.
