hugo

How we help 1,500 Compass agents a year with digital ads

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Every single client we have
is a Compass agent

Of the 86 Compass Agents on The Thousand this year, we’ve worked with 67 of them (78%)

Lead Gen Lab The old Lead Gen Lab mark hugo
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Who agents ask for

Ask an agent why they run an ad

It’s never “reach more people.” It’s always “get my listing in front of THESE people.”

  1. Executives39%
  2. Lifestyle and passion32%
  3. Families chasing schools29%
  4. Luxury buyers27%
  5. Relocators22%
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Three listings, three agents,
three approaches

Here’s what other agents are actually doing

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Case one

Deirdre Jo Fricke Deirdre Jo Fricke

1302 R St NW Unit 1

Washington DC 20009

$1,299,000

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Case one · the setup

88 days in, she wanted more activity

That’s the typical story: 3 in 4 campaigns start after week two, median 43 days into the listing.

She picked Starter and gave us one job that’s really two.

Impress the seller. Hunt the buyer.

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Case one · getting live

From listing to live ads

She shared the listing and told us where she wanted to reach buyers.

  • 01The DMV
  • 02NYC
  • 03SF
  • 04Silicon Valley

She chose the audience. We handled the rest.

The ad Hugo built for 1302 R St NW, headlined Historic Grandeur, Modern Luxury, Exceptional Location
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Case one · traffic report

This is what she forwards to her seller

report.compass-agent.com
The live Traffic Report for 1302 R St NW Unit 1, showing the home and how many times it has appeared across websites and apps
 Open live report ↗
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©HUGO DIGITAL ADS 2026Hollywood Workshop09 / 27

Case one · the request

32 messages to get live

HugoBot

Share the compass.com listing URL

compass.com/homedetails/1302-R-St-NW-Unit-1

What neighborhoods, cities, or zip codes do you want to target?

I would like to target DMV, NYC, and San Francisco/Silicon Valley

Do you have custom Compass artwork, or should we build the ad?

yes please build the ad for me.

Here are three headline options I’d use

Historic Grandeur. Modern Luxury. Exceptional Location.

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Case one · payment flow

3 seconds

Her ads request ended with a unique checkout page, which was completed in just 3 seconds thanks to Stripe Link.

checkout.stripe.com
The real hugo Stripe checkout the bot hands an agent, with the package, the price, and the card field
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Case two

Nikki Martin Nikki Martin

6 Ashley Court

Lynnfield MA 01940

$2,895,000

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Case two · when she called

This is when we usually
get the call

Her listing had been live for 62 days when she launched ads.

She wasn’t looking for a launch plan. She was looking for more activity and another way to hunt the buyer.

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What the call produced

A buyer plan, not a radius

Sam Fier, Head of Agent Marketing

Sam Fier

Head of Agent Marketing

The buyer

Boston condo family upsizing for schools and space

The searches

Moving from Boston to the suburbs with kids · Top rated school districts North Shore Boston · Best towns to raise a family Massachusetts

The sites and apps

marketstreetlynnfield.com · sagamoregolf.com · northofboston.org · Mansion Global · Bloomberg

The addresses

MarketStreet Lynnfield · Sagamore Spring Golf Club · Northshore Mall

Target

Seaport 02210 · Back Bay 02116 · South End 02118 · Beacon Hill 02108 · Medford 02150/02155 · Somerville 02143

Samples from Sam’s sheet for this listing: 35 searches · 34 sites · 32 apps · 15 addresses

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Case two · traffic report

This is what she forwarded to her seller

report.compass-agent.com
The live Traffic Report for 6 Ashley Court, Lynnfield, showing the home and how many times it has appeared across websites and apps
 Open live report ↗
©HUGO DIGITAL ADS 2026Hollywood Workshop15 / 27

Case two · the ads

Which ads did best?

Which ad had the highest engagement rate?

Listing ad Final-11
Listing ad Final-22
Listing ad Final-33
Listing ad Final-44
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Case two · the results

Every single ad beat the national benchmark

The national benchmark is 0.47%. Her campaign ran at nearly double.

Listing ad Final-3

Final-3

1.14%

click rate

Listing ad Final-4

Final-4

1.08%

click rate

Listing ad Final-1

Final-1

1.07%

click rate

Listing ad Final-2

Final-2

0.82%

click rate

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Hugo Hub remembers the work

The audience Sam built is ready for the next listing

Every confirmed target lives in one place, with a direct path to launch again.

The real Hugo Hub custom audiences state for 6 Ashley Court, showing the confirmed locations and the button to launch new ads to this audience Open Hugo Hub ↗
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Case three

James Petrie, Petrie Team James Petrie
Petrie Team

75 W End Rd

East Hampton NY

$165,000,000

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The luxury approach

The listing is in one place.
The buyer signals are everywhere.

For the $165M East Hampton listing, 94% of the audience sat in the highest-income mix.

01Wealth
02Lifestyle
03Travel
04Relationships

Luxury unlocks: three ad networks · custom geofencing · CRM retargeting · a 30-minute strategy session

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Real luxury targets from real campaigns

Specific enough to name the places

Private clubs

Yellowstone Club · Pebble Beach · Seattle Tennis Club · Yacht clubs

Private travel

Palo Alto Airport · Ten private-jet operators

Passions

Equestrian and polo facilities nationwide

Owned audience

Past clients and contacts

Verified examples across real luxury campaigns

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When the listing needs more time

Renew without rebuilding the campaign

Same listing. Same places. Same package. Nothing to rebuild.

The real Hugo Hub renewal state, showing the listing and the renew this listing action in the renewal modal
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The two jobs

Impress the seller.
Hunt the buyer.

Our goal is to make sure the right people saw the listing, and that your seller saw you doing it.

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The menu

Here’s what other agents actually choose

Of 200 recent listing ads: 38% ran Starter, 50% ran Showcase, 12% ran Luxury.

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The cheat sheet

Something to take
with you

Our top 50 listing ads from the last 2,700 we reviewed.

Scan this code to open the listing ad cheat sheet
The listing ad cheat sheet page, headlined What $1M+ in listing ad spend actually taught us
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What happens between listings?

Your listings come and go.
Your name is the business

Past clients. Your farm. Website visitors. Your own social pages. Brand Ads keep your name in front of all four.

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hugo

Schedule a free chat with the team at workwithhugo.com

helpme@workwithhugo.com

@workwithhugo

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