3-Phase Marketing | Arrowood Advisory

At the end of March 2025, Lee Arrowood met with the owners of a semi-detached, fully-renovated property on a lovely lot in the Georgetown neighborhood. The Sellers were preparing for a one month trip to Europe in April to search for their retirement home in France. Their plans were not yet final, and they expressed their desire to list the home once they returned in early May.

Given the importance of early spring market exposure, particularly in low-inventory Georgetown, and knowing how valuable one month of access to the home could be for showings and logistics, Lee recommended that the Sellers allow her to list the property privately during their absence. The Sellers agreed it was a great way to test an aspirational price of $3,100,000, and to retain leverage for settlement timing and occupancy. In short, it was the perfect opportunity to pursue Compass’s 3 Phased Marketing strategy.

Phase 1

Private Exclusive:

Our team listed the property on Compass’s Private Exclusive network, alerting Compass agents and other top agents in our network to the opportunity while repairs and professional photography were being completed. We hosted an invitation-only broker preview and private showings.
Phase 2

Compass Coming Soon:

After finalizing marketing collateral and repairs, we leveraged Compass Coming Soon, allowing the property to be viewed publicly on Compass.com. This phase avoided negative metrics like "Days On Market" and allowed us to gain feedback on the $3,100,000 price. We had a couple very interested in the property, but after two weeks they still hadn’t made an offer.
Phase 3:

Public Launch Into MLS

Based on strong exposure through Phases One and Two, but having not yet generated an offer, Lee recommended that the Sellers go live in the MLS with a price adjustment to $2,950,000. The sellers had become more confident in their future plans, and agreed. The day we listed the property in the MLS, the circling couple made a full price, cash offer. Relaying the fact of the offer to another agent with interested buyers, we were able to generate a second offer. Through careful nurturing and negotiation, both parties improved their offers with escalation clauses. The final contract was not only over the list price but OVER the “aspirational” Private Exclusive price. The Sellers returned from their month-long trip with their house under contract with perfect terms. Win win win!

Contact Details

Arrowood Advisory of Compass

Phone

(202) 251-3175

[email protected]

Phone

(202) 448-9002

Address

1232 31st Street NW Washington, DC 20007

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Client Success With 3-Phase Marketing

Private Exclusive:

Compass Coming Soon:

Public Launch Into MLS

Lamborghini Exclusive Drive Test Event

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