THE ASK
brand
THE OPERATING SYSTEM FOR REAL ESTATE
Compass is building the first modern real estate platform, pairing the industry's top talent with technology to make the search and sell experience intelligent and seamless.
Business challenge
With aggressive growth ambition, Compass strives to have majority market share in the top 20 U.S. cities by 2020. Prioritizing San Francisco, they aim to capture 40% share by EOY by convincing top performing agents to join.
objective
Create a campaign that speaks to two audiences: directly targeting top agents while simultaneously resonating with discerning luxury home buyers.
situation
ATTRACTING TOP TALENT IS PIVOTAL TO COMPASS' SUCCESS
Compass' aggressive acquisition tactics have allowed it to scale quickly.
target
The tech-first real estate company has already acquired the majority share of talent in the SF market. To continue growing, Compass needs to focus its efforts on top agents who are still holding out.
the answer
issue
Top performing agents are at the top of their game; they're established in their careers and resistant to change.
context
TECH BREATHED NEW LIFE INTO THE CITY, THEN SUCKED OUT ITS SOUL
When most of them entered the market, SF culture was the opposite of extreme workaholism. Warm, friendly, chill. The birthplace of the jam band. The OG hippie. A counterculture that inspired a nation. But the infiltration of tech changed everything. The people are still warm and friendly. But there’s more on their mind. More to do. Less time to enjoy all the things that attracted them to SF in the first place.
insight
TOP PERFORMING AGENTS, WHO HARBOR RESENTMENT TOWARDS THE TECH INDUSTRY, ARE RELUCTANT TO JOIN A TECH COMPANY
They fear giving up their freedom for the hustle lifestyle.
strategy
SHOW AGENTS THAT COMPASS' TECH WILL HELP THEM LIVE A MORE BALANCED LIFE
Position Compass' technology as a tool that affords them more time to enjoy the things that make life worth living.
the approach
BIG IDEA
LIFE ENCOMPASSED
Leverage Compass' tech to design meaningful brand experiences and communications that encompass agents' well-being beyond the confines of real estate.
Touchpoints include: reimagining industry terms as playful reminders that there’s more to life than just work, integrating geo-located activity listings within Compass’ intelligent signs and mobile app, reissuing Compass’ quarterly magazine with lifestyle content curated exclusively for the Bay Area, and hosting Paint & Sip pop-ups that repurpose Compass' innovative branding tools to craft artfully-designed, customized wines.
