Compass

MY ROLE

Brand analysis
Industry analysis
 SWAT analysis
Pitch

THE BRAND

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COMPASS is a real estate company with a purpose. Their mission is to help everyone find their place in the world. Compass is building the first modern real estate platform to do the search and sell experience intelligent and seamless.

THE CHALLENGE

With aggressive growth ambitions, Compass aspires to grab 20 per cent of the market share in the 20 largest U.S. cities by 2020. To do so, COMPASS needs to attract and hire top industry’s talents of those 20 cities.

THE ASK

An advertising campaign that can speak to two audiences: it needs to find a way to target agents in a way that also resonates with buyers, so when they think of home buying they feel the best option is using a Compass agent.

THE RESEARCH

Agents KPIs are: 1) Response time 2) Lead conversion to Opportunity 3) Close rates 4) Follow up. The sales cycle for an apt in the US is ten weeks, while in bigger cities it takes only five weeks.  Agents believe that being first is much better than being smart.

 

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THE INSIGHT

The initial euphoria of buying/selling a property gets replaced with anxiety with each passing day.

THE STRATEGY

Show that COMPASS understands the “need for speed”, which helps saving everyone’s time in the selling/buying process. Create a series of ads (TV/radio) which express such characteristics as “fast” and “easy”.

 

 

Execution

Billboards at the entrance to the 20 cities where traffic jams are frequent.

Billboards at the entrance to the 20 cities where traffic jams are frequent.

Radio ad (to air on peak hours, when people are stuck in traffic jams)

Radio ad (to air on peak hours, when people are stuck in traffic jams)