What is the one marketing tool that drives the most action? An asking price that truly resonates with an active audience of buyers. Some argue that 3-phase marketing is all about getting direct deals or keeping them 'in house'. Yes, this may happen, but the reality is much more nuanced. Yes, some sellers (for a multitude of reasons) do not wish to display their home for sale to the wide public at large. That should be their right and all will have to learn to respect this wish. It must be an option.

The greatest value add of 3-phase marketing (besides being able to test-market the asking price, a critically important component in any marketing strategy), is the ability to bring in interested parties that are educated and can perceive value compared to other properties that they have viewed, prior to a public launch to gauge real interest and fuel activity. Then, if a sale is not achieved in this period, opening the listing up to the 'full' scope of global marketing (with the right, tested asking price), you can achieve what is critical to all marketing: some sense of urgency amongst buyers to make decisions or lose out. Most times when an asking price hits a sweet spot, those active in the market will act.

When a buyer enters a listing knowing there are other interested parties, they accelerate their decision making. The fear of missing out is powerful. Knowing that someone else who saw the property during the 'test' period may want this property too, forces buyers to decide one way or another whether they wish to bid or not. When a price feels right based on other similar listings, when a buyer knows someone else will more than likely act, this forces people to not wait-and-see, but instead, bid.

It's incredibly easy to delay making big decision but not if you run the risk of losing out simply by procrastinating or wondering if the price is right or not. This serves the consumer well and the seller achieves an effective marketing strategy based on testing, not just data and guessing. Buyers can bid comfortably knowing the price has been tested in the marketplace and produced real interest. It also saves them the aggravation of prolonged searches, failing to make decisions and then ultimately accelerating a decision on the wrong property. Compass 3-Phase Marketing delivers this gift to the consumer.

The nudge to make a decision more swiftly may be the greatest luxury-driver of all. It delivers the luxury of time to get on with it, to live more. And yes, time is the last luxury.