The listings moved. Now the buyers do too.

Compass Chicago
Brand Campaign

For 7 days, we run Chicago. The mission: make Compass impossible to miss for every Chicago buyer and seller.

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 Seven days to close that gap, at full scale, in one city.

The Strategy

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

85%90% of budget · Chicago consumers
Pull buyers off Zillow.

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

ChannelsGoogle Display + Google Search
(reinforcing approved Chicago messaging to consumers googling Compass)
GeographyEvery Chicago zip
AudienceZillow-behavior lookalikes + active buyers + active sellers
Click destinationcompass.com Chicago
15%10% of budget · Real estate agents
Agents see it everywhere.

Compass Chicago agent list (1,727 names), targeted on Facebook and Instagram. We push for high frequency, capped at 2 views per agent per day.

ChannelsMeta (FB / IG)
Audience1,727 Compass Chicago agents
Frequency capMax 2/day · up to 14 over 7 days

*5/13 update after Felipe call. Agent list came in at 1,727 names, smaller than our estimate. We shifted the split from 85/15 to 90/10. We're setting $5,500 as the new ceiling for the agent-focused ads, since spending more doesn't reach more agents and would just inflate CPM to force delivery to a small audience.

Creative
As of 5/13 · Pending creative
Two Zillow concepts in the works from Felipe

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
Directional concepts · 5/13
Not final · Do not use

"Zillow can't show you what it doesn't have. Find your dream home on compass.com."

"Search compass.com for thousands of homes not on Zillow."

Update · May 13

Let's get moving.

Updated estimates based on the approved budget.

Proposed · Not selected
3Mviews
$11,850
90-day flight. Steady Chicago presence.
Proposed · Not selected
5Mviews
$19,750
90-day flight. More buyers, more often.
Proposed · Not selected
7.5Mviews
$29,625
90-day flight. Every active buyer, multiple times.
✓ Confirmed
Launch · 7 days
~20Mviews
$55,000
7-day campaign. Consumer reach at full scale across Chicago.

Results not guaranteed. Historical CPM data comes from past Chicago listing campaigns at under $1K/month. Stretching that math to $55K over 7 days is a completely different auction. We've hedged the estimate to ~20M views, below the linear projection, because auction dynamics at this scale haven't been tested in our data. We'll monitor in-flight and adjust. Our team is all-hands on deck.

Status · May 13

Here's where we are.

01
Creative is pending final artwork
Two Zillow concepts in the works from Felipe
02
Agent list — received
Compass CHI list from Angela Smith · 1,727 names
03
Advertiser access on Compass Chicago social — confirmed
Ads will appear as delivered by Compass Chicago
04
Budget confirmed, but no invoice submitted yet
$55,000 over 7 days
Today
Wed May 13
Launch
Thu May 14
End
Wed May 20

*Launch date assumes creative artwork lands today.

Make Compass impossible to miss for every Chicago buyer and seller.
That's the job.

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