When Compass President of Growth Rory Golod sat down with Byron Lazine for a long-form BAM interview, the two covered everything from the lawsuit against Zillow to the industry’s shifting rules around private exclusives.
But one moment in the conversation struck a nerve with agents across the country: a leaked manager’s email suggesting Compass agents were being pushed (or at least pressured) to use the company’s signature three-phase marketing strategy.
So, is Compass giving agents a choice? Or are there strings attached to this strategy behind the scenes?
Here’s what Golod had to say.
The Email That Raised Eyebrows
During the interview, Byron read aloud an email shared in an op-ed by eXp CEO Leo Pareja. The message, written by a manager and circulated internally, congratulated an agent on two recent listings and followed up with a pointed request:
“I would like to ask you a favor. Can you help me out on your upcoming listings? I ask for a commitment to use our 3-phase marketing program to expand the options for your sellers…”
Byron didn’t mince words in his response.
“When I read this, it wasn’t like, ‘Hey, talk to me about why you went public market.’ You know, ‘what was their feedback on our plan?’ This reads like a manager who’s being comped to get more listings into three-phase marketing… Not, ‘Hey, what happened with the strategy?’ but, ‘Why didn’t you use it?’ That’s the vibe.”
The implication was clear: while Compass markets the strategy as optional, some agents may feel internal pressure to comply.
“That Manager Doesn’t Work Here”
Golod was quick to clarify that the manager referenced in the email no longer works at Compass.
He acknowledged that Compass has nearly 300 managers nationwide, many of whom operate with a degree of autonomy in how they coach and communicate with agents.
But according to Golod, the company never instructed managers to require adoption of the strategy.
“Ultimately, agents are independent contractors. They’re going to do what they want to do. Now, there’s a big difference between encouraging agents to take advantage of things to help them grow their business, and then ultimately they have to make a choice.”
He emphasized that Compass cannot and does not mandate participation in the 3-phase program. The internal messaging, he says, is focused on education and support, not control.
Encouragement or Pressure?
Despite the company’s claims of neutrality, Compass is clearly promoting the strategy internally.
Byron made the point that if managers are rewarded based on how many of their agents are using 3-phase marketing, the incentive to push that product on their agents could, from the agent’s perspective, could feel like coercion.
“Managers are often comped on recruiting… So if they’re also being comped on 3-phase usage, it’s not a neutral suggestion. It’s a goal.”
According to Golod, the message to managers is simple: make sure every agent understands how to use the 3-phase model and can articulate its benefits to sellers.
Put another way, it’s not about rewarding managers based on how many of their agents use the 3-phase marketing strategy; it’s about making sure they know their options and how best to use them and present them to their clients.
“We’re out there banging the drum and telling our managers, ‘Hey, make sure all your agents know about how to do it. Know about how to talk about it. You know, how to sell it.’… But we’re not telling them you have to get someone to do this.”
He described the company’s approach as one rooted in success stories and peer modeling. Rather than applying top-down pressure, Compass encourages managers to spotlight agents who have used the strategy effectively.
In other words, there’s no need to push the 3-phase strategy. The numbers speak for themselves.
What the Numbers Say
Compass tracks how many listings go through the full three-phase funnel. According to Golod, about 49% of listings (about 20,000 properties) followed the strategy in Q1 of 2025.
That means just as many didn’t, which Golod sees as proof that the program isn’t being forced.
Compass also claims the results speak for themselves. According to internal data:
- Listings that use the full 3-phase strategy receive 2.9% more from list to close
- These listings also tend to sell faster and spend fewer days on market
As Golod explained,
“You don’t need somebody to say, ‘I need you to do this.’ The market’s proven that they want it… And in many ways, agents will do what other agents do more so than what managers or me or Robert or anyone says… We just want to make sure agents know how to use it.”
A Bigger Question for the Industry
The debate over Compass’ strategy touches a broader issue: as brokerages develop more branded systems and proprietary tools, how do they promote consistency without compromising agent independence?
It’s a question every broker and team leader is facing, especially in an industry where innovation often depends on agent buy-in. It’s hard to know how effective a strategy is if only a few agents are using it, especially if their implementation strays from the original plan.
Put simply, those invested in promoting the strategy will naturally want to ensure every agent on their team not only knows how to implement it but also demonstrates that knowledge in action.
For Compass, the 3-phase marketing model is clearly more than just a listing tool. It’s a key part of the company’s recruiting, branding, and growth strategy. As Golod explained, the company’s strategy isn’t about mandates; it’s about backing what works:
“If something works and it helps agents and helps clients…we’re going all in on that.”
The Bottom Line
Compass loves the 3-phase strategy, no question. But according to Rory Golod, they’re sharing it through education, not enforcement. The numbers are persuasive on their own.
Whether that feels like support or subtle pressure depends on the agent and the manager. But one thing is clear: as long as results remain strong, Compass has every reason to keep promoting the program.
And agents have every right to decide whether or not to use it.
