“If you’re looking for the next big thing, and you’re looking where everyone else is, you’re looking in the wrong place.”

– Mark Cuban
What We Do

GETTING TO 20202020

Compass’ marketing goal is to achieve 20% market share in the top 20 real estate markets in the year 2020. Of course, meeting that marketing goal means meeting intermediate marketing goals:

Get More Shares

Compass has lots of followers on Facebook, Instagram, and Twitter ― presumably people who are looking at real estate. However, there are very few shares in any of these three platforms. Shares are proof the brand is engaging.

Build Databases

Most Compass agents are still marketing through traditional hamster-wheel tactics. With their own large email database of prospects, Agents could market efficiently through basic email tactics of list segmentation, A/B testing, and funnels.

Rank on Page One

Although Compass is buying a premium position on Page One for some valuable search terms, Compass Agents are still buying leads from aggregators who currently own Page One for most searches. Corcoran is now on Page One, competing with Zillow, Trulia, and StreetEasy.

Connect to Sellers

The mainstream brokerages all look the same ― Halstead, Elliman, Corcoran, and Compass. Trying to speak to everyone speaks to no one. Visually the brand must be distinctive, if only to not be invisible. The first in the pack to stand out will get the eyeballs and the exclusives.

ANNOUNCING A NEW DIGITAL PUBLISHER
COMPASS INSIDER
Compass Insider is a captive publishing entity producing visual content and commentary on popular culture, events, and “place”. Because it is a media company, all images are considered editorial use and not commercial use.

COMPASS INSIDER

COMPASS INSIDER is a digital publisher focused on viral-worthy, sharable submissions through two strategies ― as posts in social media by local agent/reporters and as stand-alone videos that rank on Google for valuable real estate search terms.

COMPASS INSIDER

COMPASS INSIDER adds depth to the tagline “Finding Your Place in the World”. Agents can apply for Press Credentials and create content for local consumption (Little League, Graduations, Adopt-a-Pet, etc) pushed through their business Facebook accounts.

COMPASS INSIDER

Stand-alone videos, produced for corporate ranking, will be targeted on Google for high- traffic keyword terms such as “condos for sale in nyc” (4400), “homes for sale in Los Angeles” (5400) and drive traffic to the Compass property-search page.
“If your content isn’t driving conversation, you’re doing it wrong.”
– Dan Roth

GROW LEADS BY NUMBERS

Agents push out share-worthy content through their local social media accounts. The content includes an opt-in for a Gated Offer (a Checklist, Report, Cheat Sheet, Full Guide, Podcast, etc). The response grows the agents’ email databases to replace time-intensive outreach tactics.
0
% An average email database degrades annually
0
% Email ROI
0 x
The more likely a person is to share email content via social media than content from other sources
0

Number of ideas to grow an email database ― and that one idea is the Gated Offer

GET RANKED BY NUMBERS

Compass Insider pushes out share-worthy content to FB, IG and Pinterest as well as publish online as stand-alone content providing backlinks to the Compass Home page. Compass rockets to Google Page One for money search terms so agents can stop paying aggregators for leads.
0
% Of buyers who search online for properties
0

% Click-through rate on Google’s Page One

$ 0
Hourly earnings for typical real estate agent due to time-intensive marketing efforts
$ 0 mil
Annual Compass agents’ out-of-pocket business expenses including marketing costs*
*$6000 per year times 7000 agents

TIC ALL THE BOXES

This upbeat viral marketing campaign always gives Compass a new entertaining reason to be mentioned in the press. Compass benefits from a firehose of backlinks to rank on Google from the agent posts as well as from their national content submissions.
Save Time
Agents now spend too much time and money on labor-intensive marketing tactics
Be Everywhere
A robust and thoroughly digital marketing program can be efficiently rolled out nationally
Full Coverage
The campaign increases in marketing value over time and supports all stakeholders
Save Time

MAD SHARES SPREAD THE LOVE

Social media’s marketing value is when content is shared. Every Compass Insider submission is either designed to grow the agent’s database or designed to send more Google Juice to the Compass property-search page and can be pushed out to all relevant platforms.
Regrams and #tags
Shares and Comments
Posts to Group Boards
Shared Updates
Re-Tweets

I AM COCO ST.CLEMENT

I am gunning for the position of Director of Product Marketing.

With your team, I will develop this program and other marketing strategies that will continue to convert Compass agents to digital marketing systems, implementing best practices and meeting KPI goals. I will stay abreast of developments in the industry and analyze and report on those developments.

CONTACT ME

Applying for Director of Product Marketing.

My Address