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When it comes to selling luxury real estate, timing, strategy, and presentation are everything. At Compass, we’ve developed a proven 3-phase marketing approach that elevates listings, generates buzz, and attracts qualified buyers at just the right moments. Whether you’re a seasoned agent or a seller preparing to bring a property to market, understanding the Compass 3-Phase Marketing Strategy can be a game-changer.

Let’s break it down:

Phase 1: Private Exclusive — Quiet Exposure, Maximum Control

Before a property hits the open market, Compass agents can list it as a Private Exclusive. This means the home is shared only within the Compass network, reaching a highly curated audience without appearing on the MLS or public websites.

Why it works:

• Maintains seller privacy while still generating early interest
• Creates a sense of exclusivity and urgency among top agents and buyers
• Allows for feedback on pricing and presentation before going public

This phase is ideal for clients who value discretion or want to test the waters before a full-scale launch.

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Phase 2: Coming Soon — Building Buzz, Creating Demand

Once a property is ready for broader exposure but before it’s officially live, it enters the Coming Soon stage. This is where the excitement starts to build. Professional photos, virtual tours, and teaser campaigns begin to circulate across Compass platforms and agent networks.

Why it works:

• Sparks buyer curiosity and anticipation
• Allows time to schedule showings and generate pre-market interest
• Helps listings stand out once they officially hit the MLS

Think of it like a movie trailer — giving just enough to captivate, but leaving buyers eager for more.

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Phase 3: Launching Live — All Systems Go

With the foundation laid and interest already brewing, the property is officially launched to the public. It’s now listed on the MLS and syndicated to major real estate websites like Zillow, Realtor.com, and Redfin. Marketing goes into full gear, including open houses, social media ads, and targeted email campaigns.

Why it works:

• Maximizes visibility right out of the gate
• Captures buyers who have been waiting since the “Coming Soon” phase
• Encourages competitive offers in a compressed time frame

By this stage, the listing is positioned for a strong debut — polished, priced right, and backed by built-in momentum.

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BAG’s Favorite Phase: Just Sold

While every phase of the Compass 3-Phase Strategy plays a crucial role, there’s no denying our favorite moment — that final, satisfying Just Sold.

This is the celebration. The moment when the planning, strategy, and execution come full circle. But here’s the truth: that “Just Sold” sign doesn’t go up by accident. It’s the result of intentional marketing, a finely tuned process, and collaborative teamwork.

With the foundation laid through Private Exclusive, Coming Soon, and Launching Live, the journey to closing is not only smoother — it’s stronger. By the time the deal is done, we’ve already done the heavy lifting: created demand, engaged serious buyers, and delivered results that speak for themselves.

Because at BAG, we don’t just sell homes — we build momentum, manage the process, and close with confidence.

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