A useful marketing plan explains what will be produced, where it will appear, who approves it and how response will be evaluated. The right mix depends on the property, the seller’s priorities and the listing agreement. Discuss the scope with David before treating any service or advertising spend as included.
Build an Accurate Property Story
Show what a buyer can actually inspect and verify.
Facts and supporting materials
Confirm dimensions, room uses, included features, association obligations and the status of dock or marina access. Gather plans and permits where available, and label approximate measurements or proposed improvements clearly. Distinguish the home’s features from amenities that require a separate membership or agreement.
Photography, video and plans
Choose media that helps a buyer understand layout, condition, setting and the route to the water. Agree on photographer permissions and the allowed use of existing images. Aerial work depends on lawful flight conditions and the operator’s assessment. Label virtual staging or renderings and retain an accurate view of the property.
Choose the Launch and Distribution
Record the seller’s informed instructions.
Public and phased options
Review the current MLS, brokerage and platform rules and the actual exposure at each stage. Compass currently describes Private Exclusive, Coming Soon and broader public marketing options. Coming Soon should not be treated as inherently private: Compass’s current page describes public distribution. Use the current disclosure for the transaction.
Reach and budget
Identify the listing channels, property page, agent communications and any paid placement in the agreed scope. Advertising must follow applicable housing and platform rules. Do not promise a national buyer profile, a fixed audience size or a better sale solely because a particular channel is used.
Measure Response and Adjust
Keep activity metrics separate from sale results.
Useful reporting
Review inquiries, qualified showings, feedback and offers alongside views or clicks. Establish how those measures are collected and avoid counting exposure as buyer intent. A high number of impressions does not establish that the price or presentation is working.
Decision checkpoints
Agree when to reassess price, photographs, showing access or distribution based on the evidence and new competing listings. See the pre-listing checklist for preparation and the private listing guide for exposure tradeoffs.
Sources for Planning
Reviewed September 27, 2026. Check the applicable current information for your situation.
Compass listing options
Compass seller disclosure explanation
Frequently Asked Questions
The questions buyers and sellers ask David first.
Is every marketing service included automatically?
No. Confirm the deliverables, approvals, charges and advertising budget in the plan and listing agreement for your property.
Does video or private marketing guarantee a better price?
No. Those are marketing choices whose usefulness depends on the property and execution. Evaluate response and current comparable evidence without assuming a guaranteed result.