INTRODUCTION • NYC 2022SLATER
SINCERELY,
ABOUT US
03INTRODUCTION
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.
Slater was founded in 2017 with the mission to build a smarter real estate experience in New York City. Pairing our high touch approach with Compass’ world-class data and innovation, we are at the forefront of New York’s real estate market.
Our Talent
05INTRODUCTIONABOUT COMPASS
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.
Our agents are trusted advisors, helping everyone from the firsttime 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, marketing, and finance, solving real estate’s most complex challenges.
Our Technology
Compass connects buyers and sellers throughout 50+ US cities and is leveraging technology to build the world’s first end-toend 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.
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.
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clientele including international CEOs, celebrities, royalty, institutional investors, and entrepreneurs.
We consistently break sales records, are quoted widely in the press, and are looked upon as thought leaders in the industry.
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Slater combines education, discretion, experience, sophistication, and tenacity to deliver their clients what they need.
INTRODUCTION
Slater specializes in all things luxury New York City real estate, from new development projects to townhouses to co-ops to condos, 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 Slater’scustomers.approach has led to the representation of a discerning
OUR CAPABILITIES
Our multi-vertical strategies are tailored to each client’s needs, from pricing, staging, and collateral, to showing, negotiating, and closing. We always work to use data-driven insights to accelerate the successful buying and selling process for each of our clients. 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
INTRODUCTION10
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. Compass’ digital analytics and marketing technologies help 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.
STRATEGY BUILDING
I:
PHASE PRE-LAUNCH
PRICING & BUYER IDENTIFICATION • STAGING • PHOTO & VIDEO • FLOOR PLANS & RENDERINGS • CUSTOM WEBSITES PHASE I: PRE-LAUNCH 11
PHASE I: PRE-LAUNCH / PRICING & BUYER IDENTIFICATION 13
Slater marketing and advertising efforts.
Slater utilizes a multitude of data points to provide accurate pricing based on exposure to the market, consistent study of data, and understanding of market trends.
We work to employ our 40,000-person contact list of real estate brokers, influencers, buyers, and sellers for targeted exposure, curated over our decade in the business, to ensure that your listing is seen by the most qualified leads in the market.
PHASE I: PRE-LAUNCH / PRICING & BUYER IDENTIFICATION
PRICING & IDENTIFICATIONBUYER
We help identify buyers through a litany of channels, including our own extensive network of buyers, our broker community, SEO, and
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ST.CHARLES150STAGING,DOMAINE PHASE I: PRE-LAUNCH / STAGING 15
From a financial standpoint, staging can add measurable selling appeal to a home. From physical staging to virtual staging, we do it all, to help you get the best value for your home.
- National Association of REALTORS © Survey
“ACCORDING TO 83% OF BUYER’S AGENTS, STAGING A HOME MAKES IT EASIER FOR A BUYER TO VISUALIZE THE PROPERTY AS A FUTURE HOME.”
STAGING
When your home is not perfectly primed for market, we put your home in the hands of our experienced professional contacts. They evaluate its 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.
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ST.76THWEST32PHOTOGRAPHY,JOSEPHEVAN PHASE I: PRE-LAUNCH / PHOTOS & VIDEOS 17
In the age of short attention spans and the ever-visual consumer, we employ New York’s best photographers to capture stunning images for use on listings, collateral, social media, and email marketing. We also employ videography for most of our listings, creating unique and
&PHOTOGRAPHYVIDEOGRAPHY
Our team partners with a variety of Compass-approved professional real estate photographers to ensure a seamless, heightened approach to showcasing your property.
engaging content to share across all social media platforms. These videos include drone footage, property showcases, video advertisements, and more.
Our photography and videography has been shared across print and digital channels in national and international publications, including GQ, the New York Post, the Wall Street Journal, Architectural Digest, and more.
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ST.LAIGHT78RENDERING,ROOMLIVING PHASE I: PRE-LAUNCH / RENDERINGS & FLOOR PLANS 19
PHASE I: PRE-LAUNCH / RENDERINGS & FLOOR PLANS
For new development or properties under construction, we employ
FLOOR PLANS & RENDERINGS
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Our floor plans offer similar custom opportunities to showcase your space, and are easy to read, detailed, and include measurements, ensuring transparency and consistency for the consumer.
Visuals and collateral beyond just photography and videography play a massive role in supporting your listing’s success in the luxury real estate market. We work with top artists to create branded floor plans for your listing, and, when necessary, renderings.
a creative agency to create beautiful custom renderings of a space, rather than photography.
ST.63RDEAST141WEBSITE,PROPERTYCUSTOM PHASE I: PRE-LAUNCH / CUSTOM PROPERTY WEBSITES 21
Single property sites can be linked to today’s most relevant social networks like Instagram, Twitter, Facebook, Linkedin, and Youtube.
PROPERTY WEBSITES
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This increased capability of sharing your listing’s information widens your reach and will most likely lead buyers from far and wide back to you.
For a variety of select listings, Slater offers custom property websites devoted to your building, townhouse, or unit for sale.
PHASE I: PRE-LAUNCH / CUSTOM
CUSTOM PROPERTY WEBSITES
A single property site is an exclusive microsite that showcases a property’s complete list of features and amenities. You can go all out with beautiful pictures and highlight the best of the property.
PHASE
II: LAUNCH ONLINE LISTINGS • PRINT CAMPAIGNS • EMAIL CAMPAIGNS • SOCIAL MEDIA CAMPAIGNS • PR & MEDIA • SHOWINGS & EVENTS PHASE II: LAUNCH 23
LISTINGSCURATEDCOMPASS.COM PHASE II: LAUNCH / ONLINE LISTINGS 25
250+ partner websites, including: - StreetEasy - Zillow - Realtor.com - and more...
/ ONLINE LISTINGS
We have the highest number of syndication partners in the industry, automatically listing your property on over 250 global sites.
78 international real estate syndication portals and outlets
3.8B annual global social media impressions LAUNCH
51 countries to which Compass syndicates
Compass’ global reach includes:
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Through leading technology and sophisticated marketing, Compass listings are positioned for maximum exposure on the international marketplace, syndicating across distinguished publications such as Mansion Global, The Wall Street Journal, and The New York Times.
ONLINE LISTINGS & GLOBAL REACH
1.9M+ annual unique international users on Compass.com
POSTCARDSSOON”“COMING PHASE II: LAUNCH / PRINT CAMPAIGNS 27
- Compass Market Insights, 2021
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.
“DIRECT MAIL ADVERTISING ALLOWS REAL ESTATE AGENTS TO PINPOINT LIKELY BUYERS AND SELLERS BY AREA AND DEMOGRAPHICS. ”
Slater 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. Mailed postcards, in particular, allow us to integrate a targeted approach to our marketing strategy.
PRINT CAMPAIGNS
PRINT CAMPAIGNS
PHASE II: LAUNCH /
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BLASTEMAILLISTING”“NEW PHASE II: LAUNCH / EMAIL CAMPAIGNS 29
Portfolio E-Blasts, featuring select Slater Team listings by category (i.e. “New Fall Portfolio,” “Private Terraced Listings,” “$4M+ Listings”)
Open House E-Blasts, featuring all Slater Team listings with weekend showings
Featured Listing E-Blasts, highlighting a single, select Slater Team listing
Accordingquarter
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.
Slater Sentiments, highlighting specific market trends every
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Slater 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. Slater’s regular email campaigns include:
EMAIL CAMPAIGNS
New Listing E-Blasts, featuring a select Slater Team listing new-to-market
POSTINSTAGRAMCONTRACT”“IN PHASE II: LAUNCH / SOCIAL MEDIA CAMPAIGNS 31
PHASE II: LAUNCH / SOCIAL MEDIA CAMPAIGNS
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- 2021 National Association of REALTORS © Case Study
While businesses of all shapes and sizes can benefit from a smart social presence, the importance of social media for real estate 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:
SOCIAL MEDIA CAMPAIGNS
77% of realtors actively use social media for real estate in some way, shape or form and 99% of millennials (and 90% of baby boomers) begin their home search online (as opposed to in-person referrals).
Slater’s social media sharing includes regular posts across Facebook, Instagram, and LinkedIn.
“47% OF REAL ESTATE BUSINESSES NOTE THAT SOCIAL MEDIA RESULTS IN THE HIGHEST QUALITY LEADS VERSUS OTHER SOURCES.”
2021FEATURE,POSTYORKNEW PHASE II: LAUNCH / PR & MEDIA PLACEMENTS 33
Our listings have graced a litany of local and international publications, from the New York Post to Architectural Digest, Forbes, and GQ.
consistency in both the media cadence and messaging of the Compass corporate narrative.
Our campaigns can be seen everywhere, from international press outlets to highly trafficked digital banners.
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 a national standpoint. We work to ensure
PR & MEDIA PLACEMENTS
/ PR & MEDIA PLACEMENTS
We work closely with real estate, business, lifestyle, and technology journalists to build and deepen relationships that lead to balanced media coverage. LAUNCH
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From a corporate perspective, Compass aims to source, interpret, and relay real estate market data trends to ultimately garner earned media.
ST.CHAMBERS49TASTING,OMAKASEBROKERS PHASE II: LAUNCH / SHOWINGS & EVENTS 35
SHOWINGS & EVENTS
“WHILE A MAJORITY OF BUYERS FIND HOMES ONLINE, AN ESTIMATED 6-11% OF BUYERS STILL FIND THEIR HOME THROUGH OPEN HOUSES.”
EVENTS
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.
- 2021 National Association of REALTORS © Case Study
In addition to showings, events can be a great way to raise buzz on a property. Past Slater events include brokers open houses, dinner parties, cocktail parties, and more.
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.
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PHASE II: LAUNCH / SHOWINGS &
& CUSTOM MARKET REPORTS • BOARD PACKAGES & CLOSINGS PHASE III: POST-LAUNCH 37
PHASE III: POST-LAUNCH
INSIGHTS
PHASE III: POST-LAUNCH / INSIGHTS & MARKET REPORTS 39
PHASE III: POST-LAUNCH
We also share internal web data via Compass Insights. Compass
Our team also produces high-level weekly data-driven market reports, titled, “MarketWatch,” that allow us to understand and evaluate data both on a micro and macro level. Our MarketWatch is shared to 40,000+ contacts weekly and highlights weekly NYC supply, demand, top listings, and more.
Insights puts real-time residential real estate market data at your fingertips. It helps clients access the latest activity on your listings, as well as long-term trends from multi-year transaction histories.
/ INSIGHTS & MARKET REPORTS
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INSIGHTS & MARKET REPORTS
After a listing is launched, we provide detailed weekly reporting to keep you fully up-to-date on the status of your listing.
Our goal is to maintain complete transparency throughout the listing. We consistently update all clients on market shifts, listing traffic, web traffic, marketing initiatives, and offers, via our curated, custom “Monday Reports.”
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PHASE III: POST-LAUNCH / BOARD PACKAGES
& CLOSINGS
A board package is a package presented to a building’s board of managers or directors from a potential shareholder or buyer. Board packages often include financial qualifications, employment verification, letters of reference, and other material requested by the board.
Closing on a home can include variables that affect the transaction’s timeline, such as mortgage requirements or board applications.
Upon a signed contract, our team fully handles any required building paperwork via our highly experienced board package associate, lifting the task from your shoulders as we work to compile the information you’ll need to prepare you for approval and closing.
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We also work to ensure a smooth closing by conducting pre-walkthroughs, preparing punch-lists, and easing move-in.
BOARD PACKAGES & CLOSINGS
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. 646.645.8192 • slater@compass.com • slaterteam.com @theslaterteam @slaterteam Slater Team Slater Team
WORK WITH US
646.645.8192 • slater@compass.com • slaterteam.com
