The Ask

How can we increase the Atlanta communities awareness of Compass as the #2 brokerage in the Atlanta area by creating a marketing campaign that shows that Compass is a local brand that can be trusted?
Challenges

As the #2 brokerage in Atlanta, a market loyal to legacy brokerages such as Berkshire Hathaway and Sothebys, Compass needed something to set them apart and connect them to the community that would build loyalty.
The Goal

Increase brand awareness for Compass in the Greater Atlanta area through a creative, interactive and hyper-local marketing campaign that connects Compass with the community

My Roles

• Determined the project direction, managed and worked collaboratively with all teams to meet clients expectation and align goals towards the final deliverable
• Managed the process of a team research effort that executed a variety of research studies including secondary research and primary research
• Helped the graphic design team design the website, ensuring that the design felt intuitive and easy to use while still maintaining strong design

Research

13 Interviews with Local Experts

In-Depth on Ground Research About Specific Neighborhoods

Survey Dispatched to Atlanta Residents

Key Insights

#1 Compass is National, Personal and Unique

While the brand is national, its local offices and agents are extremely personal and unique to each consumer. While Compass might be based in New York the Atlanta offices are run by Atlanta natives and are anchored in the Southern Hospitality that has become synonymous with other real estate brokerages in the area.
#2 Disconnect between Compass and the Atlanta's Perception of the Brand

Because Compass allows its agents to market themselves, there’s a bit of a disconnect between the brand and the Atlanta community’s perception of the brand. Compass may be a New-York-Based brand, but in Atlanta especially, it is run by Southerners and community members who know Atlanta and its market.
#3 People Look for Brands with a Legacy

When people look for real estate brokerages in Atlanta, they often lean towards brands that have been established locally, brands with a legacy. As the new kid on the block Compass is suffering from an image that paints them as not as involved or aware of the Atlanta community as a whole.
#4 Southern Hospitality is Desired by Most, No Matter what the Brand is

When looking for realtors Atlanta locals look for someone who knows and understands the special touch that comes with the Southern Hospitality we are so well known for. They want to feel that extra warmth at every step of the process for purchasing or selling a property.
#5 Luxury is about the Individualized Experience of a Consumer

Luxury is about a personal touch. Across all interviews and surveys we asked what luxury meant to each person and while each answer was different there were consistent themes: Luxury is about a personalized touch, Luxury is about a white glove experience, and Luxury is feeling taken care of.