Episode Details

New data from Compass reveals that pre-marketing homes—building buzz before hitting the MLS—leads to a 4.6% price premium, 34% faster contract signings, and a 29% lower chance of needing a price cut. This marks a significant jump from their prior 2.9% finding, with CEO Robert Reffkin and Chief Data Officer Dave Crosby calling it “real money.” The analysis, covering 70,000+ closed deals from April 2023 to March 2024, shows pre-market strategy drives demand before official listing. While the study excludes expired or withdrawn listings and doesn’t track pre-market duration or price adjustments, Compass backs up its claims with research from the University of Georgia, despite some studies questioning the tactic’s value.

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