Compass Private Exclusive
How We Sell Your Property Off-Market
416 Washington St, PHC 3BD | 3BA
We sold this property for $1,000,000 more than anybody expected. Over the course of 8 weeks we transformed this property into this show-stopping Tribeca penthouse. Part of this process includes leveraging our relationships with contractors, stagers, cleaning crew, and being completely hands-on so that you can be completely hands-off. We also combined our marketing strategy to create an enormous buzz in the brokerage community. Which is why we were able to sell this property for more money off-market than other people expected.
When you work with our team, we do it all!
HERE’S A BREAKDOWN OF THE APPROACH AND RESULTS:
Property Condition: The penthouse had been heavily lived in for 18 years, resulting in damage and clutter
from raising four boys.
Owner Constraints: The owners lacked the resources to manage necessary improvements.
Sale Requirements: The building lacked a Temporary Certificate of Occupancy (TCO), necessitating a
cash deal.
Objective: Transform the home into a trophy property. Generate excitement within the brokerage
community before listing. Achieve a sale price higher than anticipated by other brokers.
EXECUTED PLAN:
1. Logistics Coordination:
Managed multiple rounds of moving for the sellers.
Arranged for junk removal and cleaning services.
2. Property Improvement:
Compiled a list of necessary repairs, solicited bids, hired contractors, and oversaw the
project daily for two months.
Engaged staging professionals, collaborating closely to ensure optimal presentation.
3. Marketing and Promotion:
Developed floor plans, videos, and photos for pre-market promotion.
Launched a social media campaign to generate interest among the community and
downtown brokers.
4. Broker Engagement:
Hosted a broker pricing party with the top 25 area brokers to view the property and
provide pricing feedback.
Offered early access to these brokers at a price point $1M above the majority's
recommendations.
5. Private exclusive: Listed as private exclusive.
RESULTS:
Secured three strong offers before officially listing the property.
Negotiated a full asking price offer, cash deal with a 30-day close, sold “as is.”
Achieved a sale $1M above expectations with a swift timeline.
3 - PHASED MARKETING STRATEGY
Compass Private Exclusive
PHASE 1
Make your listing available to a nationwide network of 34,000 top agents and their millions of clients.
Begin to create urgency and generate buyer interest without accumulating days on market or damaging public price drops.
Sometimes you’ll find a buyer that will pay a premium for certainty and reduced stress.
Just like many companies test products with a smaller audience before launch, listing your home as a Private Exclusive allows you to test price, gain critical insights, generate early demand, and extend your marketing runway – all before going public.
Compass Coming Soon
PHASE 2
Publicly launch your property on Compass.com, showcasing it to all agents and consumers on the internet without displaying days on market or price drop history. Signal to the market that increased competition for the listing will be coming soon when it’s launched on all other sites.
Receive key engagement insights from your agent about how agents and their buyers are viewing, commenting, and sharing your listing on Compass.com – data that is lost when listings go into other platforms.
Improve the chance of ranking higher on Google while increasing the likelihood that serious buyers contact us directly, instead of an agent who may not be familiar with your home.
In this phase, have more control over your data so photos of your home and personal information don’t stay on the Internet.
Go Live on All Platforms
PHASE 3
Go ‘Active’ on MLS & third-party sites with the benefit of price discovery from Phases 1 & 2.
Armed with feedback from agents and buyers, we strategically launch your home on the public market to help ensure maximum demand and confidence to achieve the best outcome for you. Now that your home is launched, it will accrue days on market and visible price drop history.
What is a Private Exclusive?
A Private Exclusive is an off-market listing, or what’s also called a “pocket listing” or “whisper listing” in some markets.
What’s the Purpose of a Private Exclusive?
You can pre-market a property to other Compass agents without accruing Days on Market or exposing any public price drops.
You can build interest over a period of time before the listing comes to market which will extend your marketing runway.
Receive impactful feedback from top agents in the market on price and property features to best prepare and position the property before hitting the market.
Why Would A Seller Want To List As A Private Exclusive?
Listing your home first as a Private Exclusive allows you to expand your marketing runway. Instead of limiting the marketing to just a small period of time, we’re able to start actively generating interest from the minute sellers sign their listing documents.
No seller has ever asked for days on market or price history to be visible on their listing. By first listing as a Private Exclusive, you’re ensuring that your seller's listing is best prepared for the current market. You don’t get a second chance at a first impression on the MLS or aggregators.
If a seller isn’t ready to list right now, or needs to do some work to prepare their home for the market, a Private Exclusive can help signal to the market that something is coming, driving excitement and engagement with their property.
Why are Private Exclusives Good For Buyers?
Private Exclusives give buyers access to exclusive inventory that only Compass agents can show them
With Compass having more top agents than any other brokerage in the country, I’m able to show you the largest collection of
off-market listings in the country.
They allow buyers the time to prepare an offer without the pressure of the public market so they can be competitive once the listing goes live.
