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 make the search and sell experience intelligent and seamless.
With aggressive growth ambitions, Compass aspires to to grab 20 percent 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.
An advertising campaign that can speak to two audiences: the campaign 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.
Agents KPIs are: 1) Response time 2) Lead conversion to Opportunity 3) Close rates 4) Follow up. The sales cycle for an apt in US is 10 weeks, while in bigger cities it takes only 5 weeks. Agents believe that being first is much better than being smart.
The initial euphoria of buying/selling a property gets replaced with anxiety with each passing day.
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”.
Radio ad (to air on peak hours, when people are stuck
in traffic jams)
Billboards at the entrance to the 20 cities where
traffic jams are frequent