The listings moved. Now the buyers do too.

Compass Chicago
Brand Campaign

For 90 days, we run Chicago. The mission: make Compass impossible to miss for every Chicago buyer in market.

From
Lead Gen Lab
For
Compass Chicago
Date
May 2026
Rebranding to hugo Q2 2026
Why Now

Not an ad buy.
A market correction.

The listings are on compass.com first. Most Chicago buyers haven't caught up yet. Ninety days to close that gap, at full scale, in one city.

The Strategy

The signal comes from Zillow.
The reach happens everywhere else.

85% of budget · Chicago consumers
Pull buyers off Zillow.

We feed Zillow.com and the Zillow app into Google and Meta as behavioral signals. The platforms find people who share that exact browsing and search pattern across Chicago, then show them Compass.

ChannelsMeta (FB / IG) + Google Display
GeographyEvery Chicago zip
AudienceZillow-behavior lookalikes + active searchers
Click destinationcompass.com Chicago
15% of budget · Real estate agents
Agents see it everywhere.

Salesforce export of Compass agents and prospects, targeted on Facebook and Instagram. The brand creative shows up in their feeds, aiming for one view every two days.

ChannelsMeta (FB / IG)
AudienceSalesforce export — agents + prospects
Frequency target~1 view / 2 days
Creative
Pending · Hailey Marks
Artwork needed by Friday for Monday launch

The homes are still there. Where to find them changed.

Three creative explorations in the Compass brand format. The region is the product — Chicago itself is the visual.

The homes are still there. Where to find them changed.
LINCOLN PARK · CHICAGO
DISCOVER MORE
Creative Exploration · A
Chicago buyers who know where to look are seeing more homes.
DISCOVER MORE
GOLD COAST · CHICAGO
Creative Exploration · B
Where Chicago homes live now.
DISCOVER MORE
BUCKTOWN · CHICAGO
Creative Exploration · C

Three budgets.
Same 90-day campaign.

Same campaign across all three. The only difference is how many buyers we reach.

Option 1
3Mad views
$11,850
Steady Chicago presence across 90 days.
Consumer ad views (85%)2.55M
Agent ad views (15%)450K
Option 2
5Mad views
$19,750
More buyers reached, more often.
Consumer ad views (85%)4.25M
Agent ad views (15%)750K
Option 3
7.5Mad views
$29,625
Every active Chicago buyer, reached multiple times.
Consumer ad views (85%)6.375M
Agent ad views (15%)1.125M

All three run on Facebook + Instagram + Google  ·  Social ads capped at 1 view every 2 days

Estimated ad views. Projections based on historical CPM from past Chicago listings. Actual delivery varies with auction dynamics. Never guaranteed.

85/15 consumer-to-agent split is our default. We can shift by request.

What We Need

Three things in by Friday.
Live Monday.

01
Creative from Hailey Marks
02
Salesforce export of agents + prospects
Felipe
03
Advertiser access on Compass social
Compass Chicago or corporate
04
Tier sign-off
Option 1, 2, or 3
Today
Wed May 6
Deadline
Fri May 8
Live
Mon May 11

Make Compass impossible to miss for every Chicago buyer in market.
That's the job.

Lead Gen Lab  ·  Compass-Exclusive  ·  9,000+ campaigns  ·  Since 2019
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