Slater Team Marketing Introduction

THE SLATER TEAM

NEW YORK CITY • 2022

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TABLE OF CONTENTS INTRODUCTION A B O U T C O M PA S S O U R C A PA B I L I T I E S STRATEGY BUILDING MARKETING ROADMAP PHASE I: PRE-LAUNCH Staging

Visuals & Collateral

Compass Concierge

PHASE II: LAUNCH Print Campaigns

Email Campaigns

Social Media Campaigns

PR & Media Placements

S howi n g s & Eve nt s

PHASE III: POST-LAUNCH WORK WITH US

T H E S L AT E R T E A M TA B L E O F C O N T E N T S

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I N T RO D U C T I O N

ABOUT US The Slater Team was founded in 2017 with the mission to build a smarter real estate experience in New York City. Now we’re connecting buyers and sellers by pairing our high-touch approach with world-class data, innovation, and unparalleled market knowledge.

Our work with Compass has resulted in over $1 billion of total sales volume. We are consistently ranked in the top 1% of agents nationwide by the Wall Street Journal.

The Slater Team’s data-driven approach and multi-vertical strategies are tailored to each client’s specific needs, from pricing, staging, and collateral to showing, negotiating, and closing.

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S I N C E R E LY,

A B O U T C O M PA S S

ABOUT COMPASS

Compass connects buyers and sellers throughout 50+ US cities and is leveraging technology to build the world’s first end-to-end real estate platform. Pairing the industry’s top talent with technology and unparalleled funding in the market, the company is making the searching and selling experiences intelligent and seamless.

Our Talent Our agents are trusted advisors, helping everyone from the first-time buyer to the seasoned seller make better, more informed decisions. Working with Compass gives you a national network of local experts — proven pioneers across technology, real estate, marketing, and finance, solving real estate’s most complex challenges.

Our Technology To lead the industry requires the smartest tools built by the brightest minds across engineering, design, and strategy. Compass is building the infrastructure, data and technology on which the future of the real estate industry will operate. Compass’ platform integrates listing, client, and transaction data all in one place, giving agents personalized recommendations and insights on how to better serve their clients.

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We envision a world where the experience of selling or buying a home is simple and pleasant for everyone.

Compass’ strategy is to replace today’s complex, antiquated workflow with a seamless, all-digital platform that empowers agents to deliver an exceptional experience.

Our Results Of 2021, Robert Reffkin, Founder, Chairman, and CEO of Compass, shared the following sentiment: “Compass agents strongly outperformed their peers in one of the most competitive real estate markets in recent memory, delivering nearly $2 billion of revenue in a single quarter as the Compass platform continued to drive growth in agent productivity. Compass has nearly doubled its share of the national residential real estate market over the past year, and this record quarter validates that when powered by the Compass technology, agents are significantly more successful.”

A B O U T C O M PA S S

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C A PA B I L I T I E S

OUR CAPABILITIES

The Slater Team specializes in all things luxury New York City real estate, from condominiums in Brooklyn to grand new development projects in Manhattan, and everything in between.

Our team’s experience provides a valuable source for both buyers and sellers.

Resale is one of our specialities, alongside new development and consulting, for both new and existing customers.

The Slater Team’s approach has led to the representation of a discerning clientele

including international CEOs, celebrities, royalty, institutional investors, and entrepreneurs. Their ability to outperform the competition has been proven by record-setting sales in buildings such as 200 East 79th Street, 321 West 90th Street, 420 West 25th Street, 210 Lafayette Street, 111 Fulton Street, and 16 West 19th Street.

The Slater Team believes that it is not always the market that delays a sale, but often inefficient marketing and the lack of an innovative approach.

The Slater Team at Compass combines education, drive, sophistication, and tenacity to deliver their clients what they need.

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S T R AT E G Y B U I L D I N G

STRATEGY BUILDING Our multi-vertical strategies are tailored to each client’s specific needs, from pricing, staging, and collateral, to showing, negotiating, and closing. We always work to implement data-driven insights to accelerate the successful buying and selling process for each of our clients.

Compass’ digital analytics and marketing technologies help our agents optimize the purchasing and selling process, price properties more accurately, and determine the optimal time to list. Compass’ digital suite connects our agents to a global network of elite professionals, in order to reach prospective buyers wherever they may currently reside.

Hailing from the worlds of media, art, interiors, and advertising, our marketing and design team expertly crafts custom luxury property campaigns strategically deployed to targeted audiences.

Our team targets the right audience using the most effective channels to tell the right story. Our social media and PR team further broadcasts your listing to potential buyers in creative, timely ways.

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11 M a r k e t Fe e d b a c k

PHASE III: POST-LAUNCH

S h o w i n g s & E ve n t s

PR & Me d i a P lac ement s

So cial Me dia Campaigns

Email Campaigns

P r i nt Camp aig ns

PHASE II: LAUNCH

Compass Concierge

Render i ng s

P h o t o g r a p hy & V i d e o

Staging

PHASE 1: PRE-LAUNCH

I NATRRO M K EDTUIC NT GI O RO N A/ DAMBAOPU T U S

MARKETING ROADMAP

M A R K E T I N G RO A D M A P

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P H A S E I : P R E - L AU N C H

PHASE I: PRE-LAUNCH

S t a g i n g • P h o t o g r a p hy • V i d e o g r a p hy • R e n d e r i n g s • C o m p a s s C o n c i e r g e

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D O M A I N E S TA G I N G , 1 5 0 C H A R L E S S T.

P H A S E I : P R E - L AU N C H / S TA G I N G

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P H A S E I : P R E - L AU N C H / S TA G I N G

STAGING

While some agents might only provide recommendations for how you can stage your home yourself, we put your home in the hands of our experienced professional contacts. They evaluate your home’s current condition, make recommendations on how to improve its overall appeal to potential buyers and marketability, and then put those suggestions into action by bringing in new décor to heighten and define an ultra-luxury experience.

From a financial standpoint, staging can add measurable selling appeal to a home.

According to the National Association of REALTORS©, nearly a third of real estate agents say staging increases the dollar value offered by buyers, in comparison to similar homes, by 1% to 5%. Another 21% of agents say it increased the dollar value of the home between 6% and 10%.

“AC C OR DI NG TO 8 3 % OF BU Y E R’S AGEN T S, STAGI NG A HOM E M A K E S I T E ASI E R FOR A BU Y E R TO V I SUA LI Z E T H E P ROP E RT Y AS A F U T U R E HOM E . ” - N a t i o n a l A s s o c i a t i o n o f R E A LT O R S © S u r v e y

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P H A S E I : P R E - L AU N C H / V I S UA L S & C O L L AT E R A L

VISUALS & COLLATERAL P h o t o g r a p hy • V i d e o g r a p hy • R e n d e r i n g s

Visuals and collateral play a massive role in supporting your listing’s success in the luxury real estate market. Our team partners with a variety of Compass-approved professional real estate photographers to ensure a seamless, heightened approach to showcasing your property. We also employ videography for most of our listings, creating unique and engaging content to share across all social media

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platforms. These videos include drone footage, property showcases, video advertisements, and more.

Lastly, we work to create beautiful, branded floorplans, showcasing the best of your home in custom renderings.

FLO ORPLAN RENDERING

P H A S E I : P R E - L AU N C H / V I S UA L S & C O L L AT E R A L

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C O M PA S S C O N C I E RG E S TA G I N G

P H A S E I : P R E - L AU N C H / C O M PA S S C O N C I E RG E

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P H A S E I : P R E - L AU N C H / C O M PA S S C O N C I E RG E

COMPASS CONCIERGE

Compass is the only major firm to offer an interest-free, up-front loan to cover the cost of home improvement and staging, to be repaid in full at the closing, once the home sells.

The program is called Compass Concierge, and can aid in the costs of preparing your home for market. It serves as a hassle-free way to sell your home faster and for a higher price with services like staging, flooring, painting, and more.

“ [C OM PAS S C ONCI E RGE ] I S A N OP P ORT UN I T Y FOR C OM PAS S TO USE OU R CA P I TA L TO H E LP OU R AGEN T S BET T E R SE RV E T H E I R CLI EN T S . ” - Rob e r t Re ff k i n , C o m p a s s Fo u n d e r & C E O

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P H A S E I I : L AU N C H

PHASE II: LAUNCH

P r i nt C a m p a i g n s • E m a i l C a m p a i g n s • S o c i a l Me d i a C a m p a i g n s • P R & Me d i a P l a c e m e nt s • S h ow i n g s & E ve nt s

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“COMING SO ON”

P O S T CA R D S

P H A S E I I : L AU N C H / P R I N T C A M PA I G N S

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P H A S E I I : L AU N C H / P R I N T C A M PA I G N S

PRINT CAMPAIGNS

The Slater Team works to put your property in front of the largest target audience possible. Print campaigns not only help build brand awareness but can also sway a prospective lead’s opinion on a listing, price point, or neighborhood.

“ DI R E C T M A I L A DV E RT I S I NG A LL OWS R E A L E STAT E AGEN T S TO P I N P OI N T

Mailed postcards, in particular, allow us to integrate a targeted approach to our marketing strategy.

L I K E LY B U Y E R S A N D S E L L E R S BY A R E A A N D D E M O G R A P H I C S . ”

Our print campaigns include custom postcards highlighting off-market listings, new listings, listings sold within a certain building, listings sold within a particular neighborhood, and more. Print campaigns also extend to mailed brochures, custom show sheets, and single-page flyers, all of which work to build awareness and buzz for your property.

- C o mp a s s M a rke t I n s i ght s , 2 0 2 1

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P H A S E I I : L AU N C H / E M A I L C A M PA I G N S

EMAIL CAMPAIGNS

The Slater Team boasts one of the largest email databases across all of Compass, with 40,000+ qualified brokers, clients, and prospective buyers at the forefront. Our average open rates regularly beat industry medians, putting your property in front of thousands of interested eyes. The Slater Team’s regular email campaigns include:

Featured Listing E-Blasts, highlighting a single, select Slater Team listing New Listing E-Blasts, featuring a select Slater Team listing new-to-market Slater Sentiments, highlighting specific market trends every quarter

Open House E-Blasts, featuring all Slater Team listings with weekend showings Portfolio E-Blasts, featuring select Slater Team listings by category (i.e. “New Fall Portfolio,” “Private Terraced Listings,” “$4M+ Listings”)

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According to Campaign Monitor, email marketing has an ROI of approximately 3800%. The same study quotes email marketing as a driver for more conversions than any other marketing channel, including search and social.

“NEW LISTING” EMAIL BLAST

P H A S E I I : L AU N C H / E M A I L C A M PA I G N S

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“ I N C O N T R A C T ” I N S TA G R A M P O S T

P H A S E I I : L AU N C H / S O C I A L M E D I A C A M PA I G N S

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P H A S E I I : L AU N C H / S O C I A L M E D I A C A M PA I G N S

SOCIAL MEDIA CAMPAIGNS

While businesses of all shapes and sizes can benefit from a smart social presence, the importance of social media for real estate really cannot be overstated.

According to a recent study from the National Association of REALTORS©, social has become integral to closing deals across the industry. Here’s a brief snapshot of the report’s findings: 77% of realtors actively use social media for real estate in some way, shape or form.

“ 47 % O F R E A L E S TAT E B U S I N E S S E S N O T E T H AT S O C I A L M E D I A R E S U LT S I N T H E H I G H E S T Q UA L I T Y L E A D S V E R S U S O T H E R S O U RC E S . ” - 2 0 2 1 N a t i o n a l A s s o c i a t i o n o f R E A LT O R S © C a s e S t u d y

99% of millennials (and 90% of baby boomers) begin their home search online (as opposed to in-person referrals).

The Slater Team’s regular social media posts include “New Listing” posts, “In Contract” posts, and “Sold and Closed” posts, across Facebook, Instagram and LinkedIn.

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P H A S E I I : L AU N C H / P R & M E D I A P L A C E M E N T S

PR & MEDIA PLACEMENTS

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Our campaigns can be seen everywhere, from international press outlets to highly trafficked digital banners.

a national standpoint. We work to ensure consistency in both the media cadence and messaging of the Compass corporate narrative.

Our listings have graced a litany of local and international publications, from the New York Post to Architectural Digest, Forbes, and GQ.

From a corporate perspective, Compass aims to source, interpret, and relay real estate market data trends to ultimately garner earned media.

Compass as a whole is known to lead real estate centric external communications in regards to market data, expansion, new developments, properties, and agents, from

We work closely with real estate, business, lifestyle, and technology journalists to build and deepen relationships that lead to balanced media coverage.

N E W YO R K P O S T F E AT U R E , 2 0 2 1

P H A S E I I : L AU N C H / P R & M E D I A P L A C E M E N T S

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P R I VAT E B RO K E R S D I N N E R

P H A S E I I : L AU N C H / S H O W I N G S & E V E N T S

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P H A S E I I : L AU N C H / S H O W I N G S & E V E N T S

SHOWINGS & EVENTS

Our dynamic events and personal showings are designed to elicit and broadcast the best of each listing and allow prospective buyers an unprecedented glimpse of each property.

We have private showing appointments available on all of our listings and host regular open houses to get your property in front of a variety of qualified buyers.

In addition to showings, events can be a great way to raise buzz on a property. Past Slater Team events include brokers open houses, dinner parties, cocktail parties, and more.

“ WHILE A M A JORIT Y OF BU Y ERS F IN D TH EIR HOM E S ON LIN E, A N E STIM ATED 6 -1 1 % OF BU Y ERS STILL F IN D TH EIR HOM E TH ROUGH OPEN HOUSE S. ” - 2 0 2 1 N a t i o n a l A s s o c i a t i o n o f R E A LT O R S © C a s e S t u d y

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P H A S E I I I : P O S T - L AU N C H

PHASE III: POST-LAUNCH

M a r k e t Fe e d b a c k & R e p o r t i n g

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WO R K W I T H U S

S CA N M E

WORK WITH US Contact us for a complimentary consultation today. For more information, visit our website, and make sure to follow us on social media for all the latest.

Ian Slater +1 (646) 645 8192 • slater@compass.com • slaterteam.com

@theslaterteam

@slaterteam

Slater Team at Compass

Slater Team

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SLATERTEAM.COM • @SLATERTEAM • SLATER@COMPASS.COM