THE COMPASS ADVANTAGE
ABOUT COMPASS
96
400+ Markets Offices
33K+ Agents
GUIDING YOU HOME WITH THE COMPASS ADVANTAGE
Investing Billions in Tech to Sell Your Home
At Compass, the technology of the future is already shaping real estate today. We’ve invested over $1 billion in our technology platform to help agents make buying or selling a home easier for you This includes Compass One, an all-in-one client dashboard that enhances transparency and keeps you connected with your agent at every step of your journey
A Marketing Strategy for Every Home
As part of Compass, I have access to a dedicated in-house marketing and design agency of over 300 experts nationwide, making it more effective than ever before to reach your buyer how, when, and where it counts most.
A 37K+ Network of Top Agents Nationwide
A network that arms us with privileged access to the homes you ’ ve been waiting to find and the prospects ready to buy.
Residential real estate brokerage in the United States
$216.8B
2024 gross transaction value
th BARNES s to:
Compass has established a program with BARNES International Realty to showcase your listings to their international network of ultra-high-net-worth luxury consumers and leading brokers.
As a leader in high-end real estate and an ambassador for the art of living, BARNES is present in more than 75 exceptional destinations, from major international cities to the most beautiful resorts.
130
ents
20
Offices in the world Countries
Digital Reach
Leveraging our expansive digital footprint effectively attracts potential buyers to your listing
Media Reach
Our in-house media team works with top publications to share compelling narratives about your home with your target buyer.
GUIDING YOU HOME WITH THE COMPASS ADVANTAGE
Investing Billions in Tech to Sell Your Home
At Compass, the technology of the future is already shaping real estate today. We’ve invested over $1 billion in our technology platform to help agents make buying or selling a home easier for you This includes Compass One, an all-in-one client dashboard that enhances transparency and keeps you connected with your agent at every step of your journey
A Marketing Strategy for Every Home
As part of Compass, I have access to a dedicated in-house marketing and design agency of over 300 experts nationwide, making it more effective than ever before to reach your buyer how, when, and where it counts most.
A 37K+ Network of Top Agents Nationwide
A network that arms us with privileged access to the homes you ’ ve been waiting to find and the prospects ready to buy.
Residential real estate brokerage in the United States
$216.8B
2024 gross transaction value
A LETTER FROM THE COMPASS CEO
ROBERT
REFFKIN
Thank you for considering Compass to guide you through your home sale At Compass, we ’ ve built the #1 real estate brokerage by sales volume in the United States and within 10-years of launching our first sale on Compass.com, our agents have achieved over $1 trillion in sales volume. We’ve accomplished this by helping homeowners like you protect and maximize the value of your most important asset — your home.
Compass has developed a 3-Phased Marketing Strategy, drawing on best practices from real estate developers, professional home builders, and luxury marketers to create demand, build momentum, and ensure your home is bestpositioned for success.
This phased marketing strategy can be far more effective than a single public launch. In the same way that Hollywood launches multiple trailers to build anticipation for a movie premiere, the Compass 3-Phased Marketing Strategy allows your agent to launch your listing multiple times, building similar excitement and demand.
Your Compass agent will guide you through every step of the strategy to help you choose what works best for your home and help ensure it receives the attention, interest, and the offers it deserves.
Thank you,
Robert Reffkin Founder & CEO
COMPASS ONE
COMPASS ONE
Compass One streamlines every step of the process. Buyers can easily access tools like CMA reports, offers, documents, tours, notes, and property searches all in one place. This centralized platform improved and simplifies the home-buying experience.
COMPASS ONE BENEFITS
Legal documents, disclosures, marketing assets and all over important documents in one place
Your Team
Your teams information in one central location
Real Time Collabortation
Property valuations at the time of listing
Always know what is coming next so you are a partner in the process
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
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
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.
THE PROCESS
THE ROADMAP TO A SUCCESSFUL SALE
YOUR CURATED EXPERIENCE
YOUR HOME’S UNIQUE STORY
EQUITY PROTECTION PLAN
A strategic plan to reduce buyer uncertainty, and protect your net proceeds.
Pre-Listing Transparency
We identify and share all known property details, improvements, and conditions upfront—so buyers know exactly what to expect.
Showing-Ready Brief
Buyers receive a complete overview before touring, helping them show up aligned and informed—not looking for leverage.
Offer Positioning Language
Buyers and their agents are advised that all known facts have been transparently disclosed and sellers will not negotiate or offer credits based on anything in the property summary.
Deal Structure Confidence
By removing unknowns in advance, we set the stage for clean offers, smooth negotiations, and equity that holds all the way to closing.
This plan is created to help reduce post-offer renegotiation by ensuring transparency and setting expectations early
WHY IT IS 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.
COMPASS CONCIERGE
Unlock hidden equity, attract stronger offers, and opportunity to maximize your equity.
MARKETING
3 PHASE NG
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STRATEGIC APPROACH TO MAXIMIZE YOUR HOME’S EQUITY
This 3-phase process isn’t just marketing it’s positioning. It ensures your home enters the market with intention. That means more interest, faster offers, and a stronger outcome.
Phase 1
Phase 2
Private Exclusives Coming Soon
Purpose
Introduce your property to trusted Compass agents and qualified buyers while we prepare for launch
Outcome
Gather early feedback, create controlled urgency, and preposition your home before public exposure.
Next Step
Fine-tune staging, visuals, and pricing strategy based on realtime insight from this private preview phase.
Purpose
Launch home to buyers and broader agent pool.
Outcome
Build anticipation, generate private inquiries, gather feedback, and build momentum for live launch.
Next Step
Use this phase to implement final feedback, media, activate showing plans, and create urgency heading into public launch.
Phase 3
Go Live
Purpose
Launch your listing to the full market at peak readiness with pre-built momentum
Outcome
Maximize exposure across every major platform and attract competitive offers with a strong market debut.
Next Step
Drive targeted traffic, manage showing schedules, and leverage competition to maximize the equity in your home.
PRE-MARKETING DRIVES RESULTS
Compass research marketed as a Co Compass Coming the MLS are assoc
30%
Less Likely to Drop in Price
20% Faster to Contract
2.9% Higher Closing Price
POSITIONING YOUR HOME ON THE MARKET
The best way to maximize your equity is to effectively position your home on the market to maximize buyer traffic and demand.
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.
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
Compass helps generate buyer interest by using proprietary data to serve ads to Facebook and Instagram users.
Optimized Performance
Compass tracks and measures the results of every campaign which allows for continued optimization
WORKING TOGETHER
KEYS TO AN EFFECTIVE PARTNERSHIP
Maximizing the equity in your home is achieved through the effective partnership of what you can control as the seller and what I can control as the agent, both working against the things that no one can control.
Sellers can control
Agents can control
No one can control
Asking price
Condition of the home
Terms in selling the home
Accessibility
The Visual Story
Negotiations
Communication /Customer Service
World events
Local economy
The stock market
Interest rates
Prices buyers are willing to pay for your home
MMUNICATION YOUR TERMS
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ABOUT ANNA
INVESTMENT
Brokerage Costs of Sale Price:
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) Mortgage Debt Selling Brokerage Costs Buyer’s Brokerage Costs $500,000 -$4,000 -$100,000 -$15,300 -$15,000 $365,700
SELLER NET EXAMPLE
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.
SERVICE PROVIDER VS. PARTNER AGENT
Compass One Moves The Needle
Service Provider
Transaction focused and low value on long term relationships
Mostly reactive; updates clients when prompted Relies on emails and sporadic calls for status checks
Generic marketing pieces or standard brochures Minimal personalization for each property or neighborhood.
Shares listings only on the MLS and available to every buyer on the market
Uses scattered tools: spreadsheets, calendars, and emails.
Clients only see final outcomes or get sporadic updates on progress Rarely offers a transparent window into the process
Typically ends the relationship at closing Little to no follow-up or ongoing resources for the client
Delivers necessary services but lacks a sense of partnership.
Partner Agent
Focused on building long term relationship and delivering luxury client experience through service and technology.
Proactive updates and scheduled touchpoints
Streamlines communication and updates within a single communication portal, ensuring clients know what’s happening and what’s next
Leverages Compass 3 Phase Marketing to launch home 3x – Utilizes a customized marketing suite that tailors campaigns to each listing
Provide priority access to off-market properties through Compass Private Exclusive & Compass Coming Soon
Employs an integrated billion dollar technology platform with built-in checklists and deadlines.
Invites clients to a secure online hub for shared timelines, documents, and milestones Provides a clear view of next steps, deadlines, and any needed client actions creating collaboration and trust
Provides resources and keeps clients informed on market updates and prioritizes long term relationship through being an ongoing resource
Builds client confidence through consistent communication, personalized marketing, and comprehensive progress tracking all aligned with the client’s objectives and timeline.
CLIENT EXPERIENCES
Anna was a spectacular relator, representing me in the purchase of my new home. Patient, especially for first time home buyers who had lots of questions, knowledgeable, and very responsive. You will not be disappointed!
Ian, Inman Park
My husband and I really enjoyed working with Anna. Anna had us list our property higher than we initially thought, and we are so glad we did. It was still listed competitively, but gave us room to work with when repairs needed to be made while under contract. Anna is very quick to respond and great with deadlines. She's always professional, timely, and trustworthy.
Molly, Boulevard Heights
⭐ ⭐ ⭐ ⭐ ⭐
Anna was so great in selling my condo! I moved out of state shortly after listing my unit, and she kept it looking fresh for showings and ultimately found a buyer. Anna was persistent, level headed, and always presented options clearly to me to guide me through decisions. She really knows her stuff!
Alora, Buckhead
⭐
I highly recommend Anna Callaway for your real estate needs. She is very professional and adept at working with both sellers and buyers. Anna takes on her projects with thoroughness and enthusiasm. The end result is success. Anna has a very thorough knowledge of the Atlanta real estate market which enabled her to show us the inventory of homes which matched our very specific requirements and budget. Her research, energy and time was appreciated. After a week of working with the Seller's agent, we had a very amicable Closing.
Lauren, Grant Park
