Why to use & How to pitch Private Exclusives
The Why…
The How…
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With low inventory across the nation, there’s nothing more exciting than a new listing! Even if your client won’t be ready to sell for a few weeks or even months and you don’t have photography ready just yet, placing the property in Private Exclusive status will help build buzz around the new listing and generate interest from clients across Compass’ vast network.
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“We can generate pre-market excitement for your home. While we are preparing the listing for the public market, we could list it as a Private Exclusive on Compass so that we can begin to build demand for your property.”
“Consider this your Hollywood trailer. Movie trailers often elicit excitement weeks or months before the movie actually launches. We would be doing the same thing at no cost to marketing time or days on market.”
“When we first list as a Private Exclusive, it’s possible your listing will spend less days on the market when we publicly list the property because we’ve already received feedback and made any adjustments to best position it for its release.”
“Private Exclusives can often make buyers feel like you are doing them a favor by letting them see the property early while it’s off the market. And letting buyers know that you are going to list it publicly at a certain date, can lead to highly attractive offers in their attempts to secure the property before it goes public.”
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Putting a listing in Private Exclusive status is the perfect way to test out a listing price without accumulating any days on market. You can choose to list your property at an aspirational price without risking public price drops, or you can share your property without a price at all, and garner feedback from your colleagues.
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“When we list your home as a Private Exclusive, we can test it at an aspirational price without risk of days on market or public price drops. It’s a way to get eyes on your property while DOM and price history will not carry over when we list it publicly on the MLS and Zillow.”
“If you’re not ready to list your property for 6, 9, or even 12 months, why don’t we list it as a Private Exclusive now at an aspirational price. Since it doesn’t accrue days on market and the price history isn’t disclosed, there may be an interested buyer that might agree to your later closing date.”
“You only have one chance to make a first impression to the public. You might think a Private Exclusive is just for sellers who want to retain their privacy, but Private Exclusives also help us test what really matters to buyers. We might think the pool is the main selling point, but while it’s listed as a Private Exclusive I might get feedback from other agents that the first floor bedroom is more important. This allows us to custom tailor the marketing and listing description directly towards what buyers will be looking for.”
“I can start promoting the property while you are still preparing the home for sale. While we are painting, staging, and preparing your property for the public market, we could list this as a Private Exclusive so that we can start to signal to the market that we have something coming.”
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If a client decides to withdraw their home from the market, why not suggest placing the property into Private Exclusive status? Putting a listing into Private Exclusive status stops the days on market count, and allows your listing to continue to generate exposure without any additional risk.
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“Listing as a Private Exclusive means that your property will not accrue any more unnecessary days on market. Days on market can reduce the value of your property and potentially tarnish a listing. It’s my job to help you receive the highest and best offer.”
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In today’s crazy world, privacy is a #1 concern for many clients. Sharing photos of your private spaces for the consumption by the masses can feel like taking a risk, particularly for high net worth or high profile clientele. By placing a property in Private Exclusive status, clients can share property details without photos or with limited photos if they choose, and can rest assured that the details of their space are only being shared with our trusted Compass community.
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“If you’re concerned about your privacy or security, a Private Exclusive means that the general public will not be able to see the photos or floor-plans of your home since it will only be viewable to Compass agents. In fact, we don’t even need to put a single photo up if you don’t want to.”