The 3-Phased Marketing Strategy
The Problem
Weather stat suggesting homeowner will have to pay higher insurance
Doesn’t include ListingAgent’s info
The Solution
Give homeowners the phased marketing strategy used by professional real estate developers
& builders
Phased marketing Empowers real estate developers & builders to:
If “Maximum Exposure equals Maximum Price” why did real estate developers & homebuilders sell 300,000+ homes without listing on the MLS & Zillow last year?
Listing on Pulte site (top 10 developer)
No Listing on Zillow
Pulte Protects Listing:
● No Days on Market
● No Price Drop History
● No Zestimate
● No Weather Statistics
● No Hiding Agents Contact Info
● All Listing Inquiries go to Listing Agent
● 100% of buyer engagement visible (unlike when buyers are on portals)
● Ensures photos can be taken of internet
The 3-Phased Marketing Strategy
Phase 1: Start listing as a Private Exclusive
Phase 2: Move listing to Compass Coming Soon
Phase 3: Go ‘active’ on MLS & live on Portal sites with benefit of price discovery from Phase 1+2
Phase 1: Start the listing as a Private Exclusive
We can test your price privately with 33,000 top agents and their millions of clients
We’re able to build buyer demand without accumulating days on market or price drop history, which can be perceived negatively by buyers
By using Compass’ Reverse Prospecting tool I can see exactly which of the 33,000+ Compass agents have serious buyers who have viewed your listing
Phase 1: Agent Script
“With Compass Private Exclusive, I can privately market your home to the largest network of top agents—without the risks of public price drops or accumulating days on market.
This phase allows us to test price, gain critical pricing insights, and generate early demand.The pre-market exclusivity creates urgency among serious buyers—all while keeping us in full control to adjust strategy as needed.
Sometimes you find a buyer that will pay a premium for certainty or pay a premium to not have competition"
Start your 2025 Listings as a Private Exclusive before the Holidays Pull listings off Portals/MLS & leave as a PE to save DOM During Holidays
Phase 2: Move the listing to a Compass Coming Soon
As a Compass Coming Soon, we can control your digital footprint
You’ll still be protected from Days on Market and Public Price Drops Note:
During this phase we’ll begin digital and print advertising, social media campaigns, and host an open house
We’ll be signaling to the market that increased competition for the listing will be coming soon when it’s launched on the MLS and Portals
Coming Soons aren’t currently available in all MLSs.
Phase 2: Agent Script
“Next, we broaden your reach with a second “pre-market” phase through Compass Coming Soon on Compass.com. In this phase the home is showcased to all agents and consumers on the internet, without the risk of exposure from the MLS and Portal Sites, where days on market and price drops are publicly displayed.”
Improve Your Ranking on Google
You can increase the chance that Google ranks your listing link first in search results because you brought the property to the internet first
Buyer inquiries and traffic being sent to other agents paying for leads
Buyer inquiries and traffic being sent to you
Other agents at other companies and consumers will have search alerts on Compass.com so you can launch the listing multiple times with multiple notifications (Compass.com and the MLS)
Compass Coming Soon listings on Compass.com have 24 times more buyers click “contact agent” compared to listings that are also on the MLS & Portal Sites.
Reverse Prospecting: Compass empowers homeowners with data-driven insights that can only be provided when buyers search on Compass.com.
These insights are lost when listings go into the MLS and Portal Sites.
● Gain exclusive insights into who is viewing your listing among the 33,000+ Compass agents across the country and the millions of clients they represent.
○
● Know exactly how buyers are interacting with your listing on Compass: track real-time updates on how often buyers are viewing, favoriting, commenting, or sharing your listing.
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● Leverage buyer interest to secure stronger offers, strengthen negotiation position, and move efficiently to a successful closing.
Compass Coming Soons are not MLS Coming Soons
Phase 3: List the property on the MLS & Portal sites with benefit of price discovery from Phase 1+2
Weather stat suggesting homeowner will have to pay higher insurance
We’ll now launch your listing to every real estate agent knowing we’re best positioned for the market
If a buyer finds your home on a listing aggregator website, those leads won’t go to your agent
Doesn’t include ListingAgent’s info Days on market and public price history is now permanent record
Phase 3: Agent Script
“Armed with feedback from agents and buyers, we strategically launch your home to the public market. By this stage, we’ll have refined pricing, addressed any concerns, and optimized the presentation of your property.This ensures we enter the market with maximum demand and confidence to achieve the best outcome for you.”
“This phased marketing approach is far more effective than a single public launch because in the same way movies launch multiple trailers to build excitement and demand, the 3 phased marketing strategy allows us to launch your listing multiple times, to build excitement and demand.”
Compass will buy billboards for any office that uses phased
How a Top Agent Communicates the Value of Private Exclusives To Sign Buyer Agency Agreements
"At Compass, our team has access to a wide range of listings that match your criteria, including many exclusive properties not publicly advertised and exclusive to Compass. To provide you with the most comprehensive home search experience and ensure we can show you these off-market opportunities, we require signing a buyer agency agreement. This agreement allows us to fully represent your interests and offer you our complete range of services.”
Listing Presentation Page
3-Phased Marketing Strategy Social Assets
Coming Soon Social Assets
Private Exclusives Social Assets
