“If you’re looking for the next big thing, and you’re looking where everyone else is, you’re looking in the wrong place.”
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.
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.
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.
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.
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.
Number of ideas to grow an email database ― and that one idea is the Gated Offer
% Click-through rate on Google’s Page One
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.
Applying for Director of Product Marketing.