Brand Campaign Creative Guide
We've managed over $10M in Compass agent campaigns. Here's what the top performers have in common.
Most agents think budget is the lever. Spend more, get more. We've managed enough campaigns to know that's not how it works. A big budget behind a weak ad is just a more expensive way to get ignored. The thing that actually moves the needle is what's on the ad.
Don't explain what you do. Just say who you are. The strongest headlines we've seen are short, direct, and don't apologize for anything.
When someone sees their neighborhood in an ad, it feels like it was made for them. When they don't, it feels like it was made for everyone. Those two things perform very differently.
If you have a ranking, a sales volume, or a track record, put it on the ad. Specific claims are believable. Vague ones get skipped.
The best ads reference something real about the moment, the market, or the audience. An agent in Austin wrote an ad referencing locals leaving the state. An agent in LA wrote about fire recovery. Both outperformed everything around them. If it only makes sense coming from you, it's probably worth saying.
Pull your name off the ad. If it still makes sense, it's not working hard enough. "Your best choice for real estate" showed up independently in multiple bottom performers. Not offensive. Just forgettable.
Questions give people an easy out. "Considering a move?" is simple to answer with no and keep scrolling. Lead with a statement instead.
Phone number, email, two logos, a tagline, and a headline all fighting for attention at once. It feels busy because it is. Pick the one thing you most want someone to walk away knowing. Put that on the ad.
A small photo crammed into a cluttered layout is one of the most reliable ways to waste an otherwise solid ad.
One of our best performers used a photo of himself on a bike in a field. His competitors looked like they were posing for a business card. You can guess which one got clicked.
These ads run next to a lot of noise. A bold image or an interesting setting earns attention. A standard headshot usually blends in.
Home photos and property addresses belong in listing campaigns. When they show up in brand ads, they confuse the message.