ROBERT REFFKIN,
FOUNDER & CEO, COMPASS
Protecting and Maximizing the Value of Homes
For years, the traditional way of selling your home has been part of a system that has put sellers at a disadvantage. The most well-known real estate websites have built their business models at the expense of homeowners by showing negative insights on their listings, such as days on market, price drops, and home value estimates.
Your home is your most valuable financial asset. You deserve the best return so that you can buy your next home, feel secure in your retirement, or pay for your child’s education. You shouldn’t have to compromise your financial future because the system isn’t built for you.
At Compass, we’re leveling the playing field by giving individual homeowners the same playbook and best practices real estate developers and professional homebuilders have benefited from for years. We’re working with homeowners to build the smartest and safest place to list homes.
The marketing strategies that Compass supports are not novel or new. In fact, they have been used by the largest and most successful group of sellers in the industry—professional homebuilders and real estate developers. They have a sophisticated playbook on how to sell homes and just like some homeowners, have properties they want to advertise that aren’t ready to be shown. Here are the key things they do:
Eliminate Days on Market & Price Drop History Risk
They extend their marketing runway by controlling when the property is put on the MLS, helping them minimize public days on market or price drop history. Excessive days on market and price-drop history can devalue their properties in the eyes of buyers.
Ensure Their Listing Agent Receives All Inquiries
They put the property on their website first, so all inbound buyer inquiries go directly to their listing agent, who knows the home best and, therefore, can serve the seller better.
Test Aspirational Pricing
They test an aspirational price or validate a pricing strategy privately before listing on the MLS.
Harness the Power of Pre-Marketing
They pre-market while staging and preparing the home to create interest and anticipation before it’s ready to launch.
Learn from Engagement Insights From the Listing Page
They learn from the data and analytics they get from their websites, including property page views, visits, and engagement insights.
Protect and Control Their Data
They control which websites their photos, address, and data appear on and protect their data.
At Compass, we believe selling your home should be done on your terms, with control over how it’s marketed and how your data is being used.
*Select phases of this marketing plan are not possible in some markets where MLS and/or association rules restrict public marketing before a listing is input into the MLS. Check with your Broker of Record to ensure you are compliant with your local MLS requirements.
Whether you're looking for a new home or thinking about selling your current one, reach out today. I am dedicated to guiding you every step of the way to help you realize your real estate goals. Let me put my expertise to work for you.
