hugo

The Regional
Playbook

An overview of what we can create for Compass regions.

Built for
your market.
©HUGO DIGITAL ADS 2026 Regional Playbook 01 / 16
What's inside

The playbook, in five parts.

04

The plays

09

What's new

10

The creative

12

How to start

13

Appendix

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Every client is a Compass agent.
Every single one.

Seven years of only this, so everything we have learned already applies to your agents.

9K+

Listing and brand campaigns launched.

7B+

Compass ad views delivered since 2019.

78%

of the RealTrends Thousand work with us, 67 of 86.

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The plays

Three ways to keep
Compass in front.

  • 01
    Events
    The Super Bowl · Art Basel · Formula 1 · The Met Gala
  • 02
    Region-Developed Packages
    SpaceX IPO · Silicon Valley Elite · DMV Summer Slump
  • 03
    Regional Brand Ads
    The Gateway to St. Louis Takeover · The Rhode Island Second-Home Summer

From a four-day sprint to a season-long push,
priced so a region can start small and grow into it.

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Play 01 · Events

The Social Sprint

$450 / agent 4 days
Meta (FB + IG) Geofencing

Your agents' listings can't attend the event. Their ads can. They run on FB + IG while attendees post about it, and geofencing captures their physical footprint, then follows them home after.

01

Target someone else's event. The X Games, college move-in weekend, Art Basel.

02

Promote an agent's event. A workshop, a seminar, an open house.

The upside
  • Live within two business days.
  • A sprint averages 20K+ ad views in four days.
  • One agent can run a sprint solo, or it becomes the front door to a buy-in.
Worth knowing
  • An end-of-flight recap, not a daily live report.
  • Geofencing covers up to ten venues.

Super Bowl Weekend

Bay Area, California

Social ad views16K
Geofencing ad views19K
Clicks227

Film Festival

Boulder, Colorado

Social ad views12K
Geofencing ad views11K
Clicks750
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Play 01 · Events

Collective Buy-In

$400+ / agent 2+ weeks
Google Display Meta Geofencing

When a moment outlasts a weekend, agents buy in together for a Compass takeover.

Ways to run it
01

Own ads, own page. Each agent runs their own ad creative to their own landing page.

02

Own ads, shared page. Each agent's creative, all driving traffic to the shared landing page.

03

One look, one page. Centralized creative and a shared landing page.

The upside
  • More agents, more reach, same price per head.
  • 75 agents bought in to the Met Gala and earned 2.7M ad appearances in two weeks.
  • Start small as a proof of concept, then grow it.
Worth knowing
  • Built to blanket a market: it works best with five or more agents.
The results
F1 Miami → Met Gala → St. Pete Pride →
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Play 02 · Region-Developed Packages

Make the most of your region's moment.

$450+ / listing 30 days
Google Display Geofencing
Custom buyer targeting Wealthy Data Trails

Developed for a market's moment, priced for the agent and what their listings need right now.

Design for
01

Every listing.

02

Exceptional listings.

The upside
  • Listings appear where UHNW buyers already are.
  • Answers the question every MA hears: how can I reach buyers for this listing?
  • Designed for individual listings, with templated creative to choose from.
  • Detailed Traffic Reports that update daily.
Worth knowing
  • Preset, market-tuned targeting per package.
  • The more channels, the more premium the price: higher tiers reach a quality, selective UHNW audience.
See it live
SpaceX IPO → Silicon Valley Elite →
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Play 03 · Regional Brand Ads

Compass-funded regional push

$1K+ / region 4 weeks+
Search Social Meta Display Geofencing

Compass, everywhere your market scrolls.

Ways to run it
01

Reinforce presence in a competitive market.

02

Fuel a recruiting push.

03

Announce an expansion.

04

Celebrate the agents.

The upside
  • Targeting tailored to your region and Compass' ideal clientele, wherever they spend time online.
  • Showcases intentional visibility to your agents: the roster feels it from day one.
  • Marketing + Leadership gets a monthly report and an end-of-campaign breakdown.
Worth knowing
  • Recommended to run at least one month for visibility to compound.
See the results
Rhode Island → St. Louis →
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What's new

Every agent gets their own report.

This used to be one shared summary for the whole region. Now every agent in the run gets an individualized Traffic Report for their listing or their brand.

hamptons.workwithhugo.com/r/hamptons-james-petrie Traffic report preview: 75 West End, East Hampton, NY Open a live sample report →

And we own the creative.

We write the taglines for each campaign. Agents upload their listing photos, pick their tagline, and we build the ad, but you can always submit custom creative.

World Cup templated ad: A Portfolio-Worthy Address World Cup templated ad: Where Champions Retreat

One World Cup campaign, two agents, two taglines.

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The creative

What top performing ads have in common

And what these patterns mean for your region

The patterns
01

Aspirational imagery over generic interiors. Exteriors at golden hour, editorial lifestyle, waterfront. The viewer imagines themselves in the life, not evaluating the kitchen.

02

Credential + invitation. Pairing a hard number (#1 brokerage, 32K agents) with a personal hook ("Find Your Place," "You're Invited") is a proven formula. The stat earns trust; the invitation converts it.

03

Exclusivity and access drive engagement. Invite framing outperforms brand announcements every time. "Access the collection" and "Discover [your region's] most exclusive homes" beat "Compass is here."

04

Urgency without the hard sell. The best-performing ads create desire for a place, not pressure to act. The creative should feel like a reason to stay, not a listing alert.

05

The event is in the creative. Event-themed ads work when taglines and imagery are related to the target event.

Compass St. Louis brokerage ad Rhode Island Summers twilight estate ad Compass ad shown in-feed on an iPhone news article Davis Team Distinctive Living vertical ad
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Who you'll work with

There's a person for
your region now

Erica runs Growth at hugo. Her job is partnering with regions on the campaigns that never make the website: the buy-ins, the event pushes, the one-off activations. When you want to run something custom, she builds it with you.

Erica Mijon Grumbles Head of Growth
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Starting is the easy part.

Every play in this deck started with one person in a region who asked, can we do this. To be that person, paste this into an email to us:

We're interested in [play] for [region or event], roughly [n] agents. Here's what we're working with: dates, budget, anything else.

Send it to helpme@workwithhugo.com and we'll get back to you within two business days.

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Appendix

The details, for reference.

  • 01Channels
  • 02Billing
©HUGO DIGITAL ADS 2026 Regional Playbook 13 / 16
A woman walking through her sunlit home in the morning light
The channels

Every channel has a job.

Volume engine
Google Display

Meets them mid-read, on pages they already trust.

Engagement
Meta · FB + IG

Meets them mid-scroll, catching up with friends and family.

Precision
Geofencing

Meets them in person, then follows them home.

Proven wealth
Wealthy Data Trails

Meets them through wealth verified by what they buy: private jets, second homes, luxury travel.

High intent
Google Search

Meets them the moment they go looking for Compass.

Together, these are the five channels that can put Compass in front of your market again and again in a single day, at a fraction of the cost of other advertising.

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Billing

Two ways to fund a buy-in.

For a collective buy-in or a Compass-funded push.

Compass, through Coupa

One regional invoice

We invoice Compass directly through Coupa the day the campaign launches.

Agents, through Stripe

Individual payment links

Each agent pays their share through a personal Stripe link, best when the buy-in is agent-funded.

Listing campaigns are self-serve. When an agent runs ads for their own listing, they pay at checkout, no invoice needed.

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hugo

1,500+ Compass agents a year · Every client is a Compass agent

workwithhugo.com

🖤🤍
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