Published in ‘The Collection, BY COMPASS’ winter 2020
Redefining the way we sell homes – How Compass agents are motivating buyers today.
In this day and age, enticing the modern, discerning homebuyer is known as somewhat of an art form. With an infinite supply of information at their fingertips, buyers today are armed with the knowledge they need to be both proactive and selective when searching for that perfect place to call home.
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Photo via Compass
Portrait: Marisa Guzman-Aloia
"The reality is, the open house as we once knew it is a thing of the past."
-Stanton Schnepp
In short, the world of real estate is changing. So, how are agents keeping up? At Compass, the answer is simple: we’re dreaming bigger. In addition to providing top-tier service and unrivaled local insight, our agents are reinvigorating the practice of selling homes by putting their creativity to the test. In essence, they’re approaching every sale from a new lens, increasingly seeking ways to deliver inventive perks and exclusive experiences for consumers—along with their new home, of course.
To make sense of this latest industry craze, I sat down with Stanton Schnepp—our in-house innovation expert—to discuss how (and why) Compass agents are unleashing their imaginations to motivate buyers in exciting, surprising, and sometimes even emotionally impactful ways.
As Senior Managing Director of Sales at Compass DC, Stanton has seen it all—from agents who offer private plane rides and pre-paid BMW leases (plus charging stations), to those who throw in a home’s high-end art and furniture for the highest-bidding buyer upon purchase. “In some ways, I attribute the energy and ingenuity we’re seeing to the Compass brand itself,” he explains. “It just feels very modern, which in turn attracts agents who want to differentiate themselves by doing things differently.” And with over 850 Compass agents in the DMV region alone, standing out has never been so important.
That’s precisely why Stanton advises agents to “be clear on their story and what truly sets them apart, as that will help to shape their brand and how they share it with the world.” And ideally, those same differentiators should inform the experiences agents are providing for potential buyers. “The reality is, the open house as we once knew it is a thing of the past,” Stanton asserts. “A simple cheese board just isn’t going to do the trick. These days, you need to give people a good reason to leave their houses to come to yours. And if agents can come up with events that are tied to their brand as well as to the home itself, even better. It just feels infinitely more authentic.” So, what events would Stanton leave his house for? Perhaps a world-renowned ballroom dancing performance in a penthouse, or a private birthday party for HBO Insecure star Yvonne Orji—both of which were actual events thrown by Compass agents.
Beyond the shiny perks and immersive events, though, it’s clear that Compass agents have a deep-rooted desire to make the world a better place.
At one point, Stanton recounted the story of an agent who would bring foster puppies to open houses in the hopes of finding them a home while raising awareness for shelter organizations at large. And while that may seem like an anomaly, Compass is in fact brimming with agents seeking ways to promote a worthy cause while marketing a home; engaging a buyer is often an added bonus.
Over the course of his time at Compass, Stanton has seen countless agents host events solely to raise money for local and national organizations—he even recalls an agent repping a property where all the proceeds went to a children’s hospital. “I think what drives our agents above all is the ability to find meaning in their work,” Stanton remarks. “They love connecting with both their sellers and their community through shared passions, especially when that means also contributing to the greater good.” In the spirit of giving back, Compass has taken a cue from its agents with the launch of Compass Cares, a program that donates a portion of every transaction made to a charitable organization.
But from over-the-top benefits to custom experiences and altruistic pursuits, the question remains: what do potential buyers think? According to Stanton, “People today want homes that are turn-key, meaning any convenience an agent can include to sweeten the deal is always a smart move.” He also believes that thinking outside of the box can help agents to provide more value for their clients. “If you were deciding between two relatively similar homes, for instance, and one of them happened to offer up a unique advantage in addition to its other attributes, I don’t think there’d be much of a choice,” he notes.
But is there a perk, cause, or experience so sensational that it could compel even a hesitant buyer to ratify? Although it’s hard to say, here’s what I do know: if you ever stumble upon an intriguing offer in your next search and decide to follow up...well, you may just end up with a puppy, or even a new home.
