All Hugo Guides

The sizes to send so your ads upload clean and read well, for display, YouTube and social.

Some buyers for your listing live in another country. Here's how to point your listing ads at those places, and how to talk about it with your seller.

How Facebook and Instagram ads run from your own pages, and what they add to your brand ads.

How your ads follow up with the people who already visited your website.

How a boundary around a real place puts your ads in front of the people who spend time there.

How your contact list becomes a group of people who see your ads, and how your list stays private.

How we find the buyers who fit your home, or the people you want to know you, by what they search for and read.

How your listing video or brand video plays on YouTube, who sees it and how views are counted.

What counts as a geographic target, how many each package covers and how to pick the places your buyers come from.

How your listing shows up as a polished ad on 800+ trusted websites, and what your seller sees in the Traffic Report.

The Compass Marketing Center is where agents build their marketing and get listing ads out fast. Here's what the digital ads tool does, whose page the ads run from, and why most agents use it alongside custom targeting.

Facebook or Google for your Compass listing? The honest split on targeting, housing ad rules, cost, and where each platform actually wins.

A lake house or ski condo sells on a feeling first, the life someone pictures having there, not the square footage. This guide breaks down what Second-home psychology means for a Compass agent and how Hugo builds ads around that idea.

A new listing can slide into a running brand ad rotation, but that slot works differently from a paid listing ads package, and knowing the difference matters before you promise a seller anything.

How Compass agents use geofencing on listing ads: what it targets, what it cannot, real venue examples, and the honest odds on leads.

Where you get your brand ad photos decides whether the ads look like you or like generic real estate marketing. This guide breaks down why the month-one advice is to book a wedding or lifestyle photographer instead of the person who shot your listing photos.

Frequency caps are the quiet mechanism that keeps your ads from turning into background noise, and understanding how they work should put the whole worry to rest.

Every ad needs somewhere to send the click, and the choice comes down to three options: a listing page, your Compass agent page, or your own site. This guide walks through when each one actually earns the click.

An AI assistant can only answer as well as the web lets it, and a name that changes across sites makes one agent look like three different people.

A video listing ad feels like the flashier choice, but motion can work against you just as easily as for you. This guide walks through when a still photo does the job better and when animation actually earns its place.

Closing on a home doesn't mean the marketing stops there. Turning that sale into a just-sold ad keeps you visible to every neighbor who watched the sign go up and start wondering about their own place.

A lot of agents wonder whether a personal website is a must-have next to their Compass page. This guide walks through what your Compass page already does and the narrow set of cases where a separate site earns its cost.

Agents often assume narrower is always better, but geography and placements behave in opposite ways, and mixing them up wastes budget instead of saving it.

When a big employer announces an expansion, a predictable wave of new households starts researching your town months before they move. Hugo helps you get in front of them during that research window, not after they've already picked an agent.

A market stat dropped into an ad flatters you, not the reader, and it rarely earns a second look on its own. Here's what to lead with instead, and how to handle a number if you decide to keep one.

Running several listing ads at the same time isn't extra spend, it's Hugo splitting one budget across them so the stronger ad reveals itself. Here's what actually happens when three ads run together and why killing the loser is the whole point.

You want the list of exactly who saw your ad. This is what advertising reporting actually shows Compass agents instead, and why that gap works in your favor.

Picking a name for your ads isn't about ego, it's about matching the ad to whoever the seller actually expects to call back. Get the name wrong and the ad works but the phone rings for the wrong person.

For a Compass agent running a farm, a postcard and a digital ad that look like they came from two different people cancel out the repetition that makes farming work in the first place. This guide covers how to mirror the two so they read as one message arriving twice.

Compass agents often assume they can hand-pick the exact sites their ads run on, and wonder why their ads land on pages they've never heard of. Here's how Hugo actually builds and curates that list before anything runs.

Brand ads and listing ads do different jobs, and judging one by the other is where the disappointment starts. This guide resets what a brand ad is actually built to do so you stop waiting on the wrong signal.

You can turn your own contact list into an ad audience so the people who already know you keep seeing your name, without Hugo ever reaching out to them directly.

Plenty of Compass agents have their whole book inside one club, and the club's own rules take the obvious moves off the table. This guide covers how to stay in front of members using ads instead of outreach.

Luxury buyers don't show up ready-made on a search results page. This guide explains what Hugo means by "the buyer who isn't searching yet" and how brand ads work to put your name in front of that person before they start looking.

Renewing a Hugo package isn't automatic, and what it costs depends on the tier you pick, not on how many times you've run one before. Here's how the decision actually works for a Compass agent.

Sellers ask the same handful of marketing questions on nearly every listing call, and having a straight answer ready keeps that conversation short and builds trust fast.

Your Traffic Report seems to just appear with fresh numbers every day, and that's not an accident. Here's what Hugo actually does overnight to make that happen.

Agents ask what the top producers at Compass, those in the annual Real Trends The Thousand, actually do with their advertising. The pattern is less about one magic tier and more about how the pieces fit together.

You don't have to take Hugo's word for it, and you shouldn't. There's a faster way to check, and it doesn't involve Hugo at all.

Agents with listings about to expire want speed, and the fastest path to live ads is not the one most people expect. This breaks down which package moves first and names the exact reason the others wait.

Every agent in the neighborhood claims to be the local one, so the claim itself has stopped meaning anything to a viewer scrolling past. This is Hugo's answer to what actually goes in a farming video so the viewer works out you're local on their own.

You already make videos about yourself and your market. Hugo can put that footage to work as YouTube brand ads that reach only the people inside the areas you farm.

A listing video's view counter can jump for a plain mechanical reason: when that video runs as a video ad, a watched ad and a counted view are the same event. This guide walks through why that happens and how to talk about it with your seller.

Video is on the menu for listing ads, but only above the entry package, and only if the file lives in the right place first. Here's what unlocks it and why so many agents get tripped up before they even get to buy it.

A boosted post spends money to reach more people, but it never lets you pick who those people are. This walks through why Hugo tells agents to skip the boost button when they actually want a specific buyer, and what to do instead.

Agents often skip YouTube because they assume it is a young person's platform. The screen it's watched on has changed that, and it changes what you should expect and what your ad needs to do.

A stalling listing does not need a fresh decision every time. Set a standing rule once, and the ad spend follows automatically.

Placement isn't just a technical setting for a premium brand. It's part of what the ad is saying, so where it shows up deserves the same thought as the ad itself.

Footage shot for a brand ad has to do a different job than footage shot for your feed, and most videographers won't know that unless you say so. This guide covers exactly what to tell them before the shoot starts.

Camera-shy agents usually get the wrong instruction: smile, talk about yourself, post it. Here's the actual filming assignment, and the one fact about where the video runs that makes it possible to do.

Most new marketing hires stall out for the same reason: nobody ever told them how you think. Here is Hugo's method for closing that gap without turning yourself into the approval bottleneck.

Team leads ask Hugo this same question on almost every intake call: hire someone in-house to run marketing, or bring in outside help first. The order matters more than most people think, and getting it backwards is expensive.

Brand awareness ads do real work when nobody knows your name yet, but Hugo sees agents sit in that bucket for a year and end up with nothing they can point to. Here's how to think about the timeline and when to shift the budget.

A listing ad doesn't hit its stride on day one, and knowing what the first week is supposed to look like keeps you from panicking or reporting bad news to your seller too soon.

Luxury destinations like Hawaii, Montecito, and the Hamptons don't pull buyers from everywhere. They pull from a short, known list of outside cities, and Hugo builds your ad targeting around that list instead of a blanket radius.

Agents often assume Hugo's ad packages are built for luxury listings only, but the Starter package is designed to work for a listing at any price point.

A $5M-plus listing gets a different package and a couple of extra tools, but the way you buy, track, and report on the ads doesn't change. This walks through exactly what shifts and what stays the same.

When a new listing goes live on your Compass profile, Hugo can start listing ads for it automatically, but only if you say so first. Listing Watch is the one text that makes that happen.

Agents ask about how to use geofencing to target specific physical locations. Here's how the venue-based approach works and where it fits in a Hugo package.

Sellers ask what you're doing for their listing at the worst possible times, and you need a straight answer ready. The Traffic Report is Hugo's way of turning that question into something you can just forward.

Hugo works for a lot of listings, but not all of them. This page names the specific situations where a Compass agent should skip a Hugo package entirely, or wait, instead of buying one anyway.

The headline is the first thing a buyer reads, and the one part of the ad you pick yourself. We looked at 601 real headline options and what Compass agents picked. Here is what they picked, what they changed, and what they wrote instead.

Before an agent turns on any listing ad, it helps to know what advertising cannot change about a home or a market. This page draws the line plainly so the rest of Hugo's claims hold up.

Joining Compass gives you a Marketing Advisor and access to Marketing Center. This guide explains what each one is for, then explains where paid advertising fits, since ads are bought on their own rather than included with Compass.

Buying a Hugo package doesn't require a meeting, a strategy call, or a back-and-forth. This guide walks through exactly what happens from the moment a Compass agent says yes to the moment ads are live.

A Traffic Report by Hugo is the webpage agents forward to sellers to show ad activity in plain terms, and knowing what's inside it before you send it saves you from fielding questions you can't answer.

Compass agents who used to work with Lead Gen Lab want to know if Hugo is the same service under a new name, or something different. This guide lays out exactly what changed and what stayed the same.

Agents often want to try the same listing ads or brand ads approach somewhere they haven't tested it yet. Hugo makes that a matter of pointing the existing setup at a new area, not starting over.

Compass agents often want ads to show up only near a corporate office, a country club, or a private airport and geofencing is the mechanic that makes that possible.

Before a Compass agent signs up for brand ads, Hugo runs a discovery call to understand the agent's book of business and goals. This guide walks through what actually gets discussed and what happens after the call ends.

Agents want to know when a traffic report shows up and whether the link they bookmark will keep working. Here is how the timing and the link actually behave for the life of a Hugo campaign.

When you add, remove, or swap a neighborhood in an active campaign, the change goes live the same day, but delivery takes a short beat to catch up. Here's the actual sequence so you know what to expect.

The last two weeks of a campaign usually deliver the strongest results of the whole run, so it is worth a quick look before writing the seller update.

Agents often see click and audience quality numbers on their report and aren't sure if the numbers are good or just numbers. This guide breaks down what each one measures and gives you the benchmark numbers to check them against.

A schedule change mid-run isn't invisible. It creates a short window where delivery pauses and data softens, and agents should know what that looks like before they see it in reporting.

Renewal works differently depending on whether an agent is running brand ads or listing ads, and knowing which one applies keeps a Compass agent from missing a step or worrying about a gap that isn't there.

Once an agent says go, Hugo builds and launches the ads within two business days. From there the ads run for a 30 day flight. The ads can be renewed for another flight, but they do not automatically renew.

Hugo only builds for Compass agents, that's not a limit, it's the whole design. Since 2019 Hugo has grown alongside the Compass system itself, now serving 1,500 Compass agents, with 78% of eligible Compass agents already using Hugo.

Hugo has three flat listing prices: $400, $600, and $1,200. Every package runs for 30 days and goes live within two business days of launch. No hidden fees, no guessing.

Your Marketing Advisor and Hugo aren't competing services, they split the work. The MA handles your strategy, positioning, and content inside Compass. Hugo runs the paid ad side and can get ads live in two business days, so you get both brand guidance and paid reach without hiring a separate agency.