Hugo's Packages, Explained: A 2026 Guide for Compass Agents

The packages at a glance

Here is the whole menu on one screen. Every price below is the whole price, with no separate ad budget, setup fee or contract.

Listing ads sell a house. Brand ads sell you. Plenty of agents run both, and each one comes with its own report: the Traffic Report on the listing side, a monthly brand report on the brand side.

What do Hugo's listing ad packages include?

Every listing package starts from the same base. Your listing runs as a polished display ad across 800+ premium websites, from national news to local outlets, so buyers see it while they read the news, check scores and browse. Every package runs for 30 days, launches within two business days of us having everything we need, and comes with a Traffic Report you can forward straight to your seller. You get a text when your ads go live.

What changes from package to package is how many places you can aim at and how specifically we can find your buyer.

Starter, $400 per listing

Starter is the clean, fast path. You pick 4 geographic targets, which can be ZIP codes, towns, neighborhoods or even a country abroad. We match the listing to one of our ready-made buyer profiles, and the ads run across the full 800+ site network. There is no call to schedule. You finish the request, pay at checkout, and we build and launch.

Starter fits a listing you expect to move fast, a buyer who is likely local, and a seller who wants to see that you are doing more than the sign in the yard. Plenty of agents use it as a seller relationship tool. The Traffic Report gives you something real to send at 9pm when the seller asks what is happening with their home.

Showcase, $600 per listing

Showcase is where most agents land. It includes everything in Starter, with 6 geographic targets instead of 4, plus YouTube video ads and custom buyer targeting.

Custom buyer targeting means we build an audience around the person who actually fits this home, based on what they search for and the sites they read. Everything stays anonymous. You tell us who the buyer is in a 15-minute buyer profile session with Sam before launch, and that conversation shapes the whole build.

YouTube video ads put your listing video in front of people in your target areas before the videos they already chose to watch. If you paid for a beautiful property video, this is how your seller sees it working harder.

Showcase fits a listing that needs a specific buyer found, a home with a strong video, or a listing priced above the Starter range but below your market's true luxury line. About half of the listing ads we run are Showcase, and it is the package Sam recommends most often.

Luxury, $1,200 per listing

Luxury is every tactic we run, built out together. It includes everything in Showcase, plus unlimited geographic targets, CRM retargeting to your past clients and custom geofencing, with a 30-minute buyer profile session with Sam before launch.

CRM retargeting means you send us your contact list, usually 400 to 1,000 names, and we match it to their phones and computers. Your past clients and sphere see your new listing while they read the news and scroll their apps. Those are the people most likely to text you "I just saw your listing," and the people most likely to send it to a friend.

Custom geofencing puts your listing in front of people who spend time at the places that matter for this home, down to a building or a block: the club, the private airport, the office park, the ferry terminal. Sam helps you pick those places on the call.

Luxury fits a listing above the luxury line for your market, a buyer who is hard to describe by geography alone, a list of past clients you want in the room, or a seller who expects every tool on the table.

Which listing package should you choose?

There is no single price line that decides it. A $3 million home is a luxury listing in some Compass markets and a mid-market listing in others. The honest way to pick is by the job the listing needs done.

Start with three questions.

1. How fast do you expect it to sell? If it is priced right and you expect offers in a couple of weeks, Starter gives your seller visible proof of effort without overbuilding.
2. Can you describe the buyer in a sentence? If you can say "a young family relocating from the city" or "a tech exec who wants a short commute," Showcase gives you the custom buyer targeting to go find that person.
3. Do you want your own list and specific places in play? If your sphere matters for this home, or the buyer lives at a club, a campus or a marina, Luxury puts all of it in one build.

One trick worth stealing: look at your last few years of sales and sort them into three price bands. Whatever sits in your top band is your Luxury territory. The middle is Showcase. The bottom is Starter. That gives you a rule of thumb you can use without thinking about it every time a new listing comes in.

If you are still torn, email helpme@workwithhugo.com and tell us about the listing. We would rather put you in the right package than the expensive one.

Can you swap or add tactics on a listing package?

Listing packages come as complete sets, so there are no extra tactics to bolt on for more money. What you can do is trade one included tactic for another at the same price.

The most common trade happens on Showcase when there is no listing video. You can swap the YouTube ads for one of two things and stay at $600:

• Geofencing, around the places you name
• CRM retargeting, to your contact list

Location targeting is not on the swap list because you already have it. Every package runs location targeting to the geographic targets you pick, so your ads always reach the right neighborhoods.

If you want geofencing or your CRM list running alongside the YouTube ads, that is Luxury. If you skip YouTube and choose no swap, your ads run on display and custom buyer targeting, which is a complete setup on its own.

One tactic stays brand-only: ads that follow people who already visited your own website. That audience takes longer to build than the 30 days a listing runs, so it lives on the brand side.

International targets work on every package too. A country, a region or a city like London or Toronto counts as one target on your list, at no extra charge.

What happens after you buy listing ads?

Here is the whole path, start to finish.

1. You submit the request. Go to workwithhugo.com/request and HugoBot walks you through it. Have your Compass.com listing link, your target areas, where you want clicks to land and your preferred launch date ready.
2. You choose your artwork. Use a Hugo Digital Ad, which we build from the best exterior photo on the listing plus a headline you pick, or send your own finished Compass artwork. If your designer or your Compass marketing team is making the ad, send it as one 600x500 PNG.
3. You pay at checkout. Your card is charged once, and nothing starts until checkout goes through.
4. Showcase and Luxury get a buyer profile session. Sam follows up to book 15 minutes (Showcase) or 30 minutes (Luxury) to talk through who the buyer is. Starter skips this step.
5. We launch within two business days of having everything we need. You get a text when your ads are live.
6. Your Traffic Report starts filling in. The report updates every morning. It shows where your ads ran, how many times your listing appeared and how many people clicked through. Your seller opens it with one link, no login.

A Hugo Digital Ad goes live without a preview step. You will see it in your Traffic Report within the first day it runs, and if you want a change, text (737) 239-8003 or email helpme@workwithhugo.com and we swap it at no charge. If you want full say over how the ad looks before it runs, send your own finished artwork and we run it as designed.

If you are using YouTube, the video has to live on YouTube, public or unlisted, and we take the link. Skip popular songs in the soundtrack, because YouTube blocks videos with copyrighted music.

If the listing goes under contract while the ads are running, tell us. We stop the ads and turn the unspent budget into a credit toward your next listing or your brand ads.

How does renewing listing ads work?

Listing ads run for 30 days and then stop on their own. Nothing auto-renews, and nothing charges you again without your say-so.

When you want another 30 days on the same home, sign in to Hugo Hub at hub.workwithhugo.com and tap Renew. You can also email helpme@workwithhugo.com with the listing address. Renew stays available for 90 days after your ads end.

A few things make renewing easy:

• Same setup, no second session. Renewing with nothing changed keeps the same ads, the same targeting and the same package, so you skip the buyer profile session.
• Changes are welcome. Want to move from Luxury to Showcase, add a new area or swap a tactic? Email the team and they set it up as a renewal.
• Your Traffic Report link stays the same. The seller keeps one link for the whole life of the listing, and it keeps adding up.
• Renew as many times as the listing needs. Each 30-day run can be renewed, and those renewals can chain one after another until the home sells.

What do Hugo's brand ads include?

Brand ads keep your name in front of your people all year, including the weeks you have zero minutes to think about marketing. Listing ads end when the listing does. Brand ads are how you stay the agent people think of first between listings.

Every brand plan starts with who, before what. On the call, you and Sam figure out who you already win with and who you want more of. Most plans end up with two or three audiences, such as:

• Your sphere and past clients, reached with CRM targeting from your own contact list
• A neighborhood or community you want to own, reached with geofencing around the places those people spend time
• A group that should know you, like tech execs, move-up buyers or the music industry, reached with custom audience targeting based on what they read and search for

Then you pick how to reach each audience. There are six ways to do it: CRM targeting, custom audience targeting, geofencing, site visitor retargeting, YouTube ads and social ads on Facebook and Instagram that run from your own pages.

Two package shapes sit underneath most plans. The Growth package is the foundation: your ads on top sites across your sphere and farm, with custom audience targeting and CRM targeting to your contact list. The Scale package adds Facebook and Instagram ads from your own pages and site visitor retargeting on top of Growth. Sam builds the exact plan, and the exact price, around your market and your goals.

Brand plans start at $600 a month. Sam sets the exact monthly price with you on the call, based on the audiences you pick and how you want to reach each one.

Brand ads are month to month. There is no contract and no minimum commitment, and they keep running each month until you tell us to stop. When you cancel, the current billing cycle is your last.

Here is the honest part, said up front. Brand ads will not make your phone ring overnight. They keep your name in front of the right people consistently, so when someone is ready to move, you are already familiar. Leads are possible but never promised. What builds, month after month, is recognition.

How do brand ads start?

Brand ads always start with a conversation, because your plan is built from your market and your people, not from a form.

1. Book 30 minutes with Sam at start.workwithhugo.com. Sam is our Head of Agent Marketing, and she runs every brand plan.
2. Do a little prep. A few quick questions before the call so the time goes to choices, not intake.
3. Pick your audiences and how to reach them. Sam shows you options, you tell her what looks sharper, and the plan comes into focus one choice at a time.
4. Walk away with your plan. It shows the audiences, how each one gets reached and the exact monthly price.
5. Say yes and pay. You get your own payment link. Nothing launches before you approve the plan.
6. We build and launch. The team builds your audiences and ads from the approved plan and turns them on.

Brand ads have no self-serve checkout and no version that skips the call. The call is the product. It is also the fastest way to learn whether brand ads make sense for you right now.

What do you get every month on brand ads?

Every month you get your brand report, the issue we call the Pulse. It lands at the start of the month, lives in Hugo Hub, and an email arrives with each new one.

The report leads with how many times your name appeared, in plain words. Then it walks through each audience: how many times you showed up, how many people went on to your website and how that compares with Compass agent benchmarks for the same kind of ads. There is no grade and no score. The numbers and the comparison tell the story.

Each issue also carries a note from Sam. She reads your results, tells you what she sees and suggests what to change next, like sending your newest contacts so they start seeing you the following month. It takes about a minute to read.

Your first issue covers launch day through the end of that month, so the next issue, covering your first full month, is the first complete picture.

What are the brand ad add-ons?

Add-ons are extra tactics you can layer on top of a Growth or Scale package. They run monthly, they stack, and Sam adds them to your plan.

• YouTube video ads. You already paid to make your videos. This puts them in front of people in your market.
• Site visitor retargeting. Your ads follow up with people who already visited your website, so the ones who were just looking keep seeing your name. This one is already part of Scale.
• Geofencing. Your ads stay present around the specific places that matter in your market, down to a building or a block. It works best when your market is a handful of spots instead of a whole ZIP code.
• Social ads. Facebook and Instagram ads that run from your own pages. Social works best when you have new photos and video to keep it fed. This one is already part of Scale.

Add-ons ride on top of a brand package and are never sold on their own. Already running brand ads and want to add one? Email helpme@workwithhugo.com, text (737) 239-8003 or send a change request in Hugo Hub.

Listing ads or brand ads: where should you start?

Start with what you need this month.

If you have a listing and a seller who wants to see effort, start with listing ads. You can be live within two business days, and the Traffic Report gives you something concrete to send.

If you are between listings, building a farm or watching past clients go quiet, start with brand ads. They work on a longer clock, and the payoff is being the first name someone thinks of when it is time to move.

The best agents run both. Listing ads win the seller in front of you. Brand ads win the next seller, the one who has not called anyone yet. A credit left over from a listing can even go toward your brand ads.

How do you pay, and can you use Compass marketing dollars or a credit?

There are three ways to pay.

• Card at checkout. Listing ads are paid by card through a secure Stripe checkout when you submit the request. Brand ads are paid through the payment link you get after you approve your plan, and they bill monthly.
• Compass marketing dollars. If your Compass office or marketing budget is paying, you can prepay through a Compass invoice instead of a card. The minimum is $400, and you start it at workwithhugo.com/prepay-request. If your office has its own budget arrangement, email helpme@workwithhugo.com and the team will set it up with you.
• A credit. When a listing goes under contract mid-run or ads stop early, the unspent budget becomes a credit. When the team confirms it, you get an email with a "Launch with your credit" button that applies it at checkout. Credits work toward your next listing or toward brand ads. For a balance check, email helpme@workwithhugo.com.

Whichever way you pay, the price on the package is the whole price, with no separate ad budget, setup fee or contract.

FAQ

What is the difference between Starter, Showcase and Luxury?

Each step up adds reach and precision. Starter covers 4 geographic targets with display ads across 800+ sites and a ready-made buyer profile. Showcase raises that to 6 targets and adds YouTube video ads and custom buyer targeting from a 15-minute buyer profile session. Luxury covers unlimited targets and adds CRM retargeting to your past clients and custom geofencing, with a 30-minute session. All three run 30 days and include a Traffic Report.

How long does it take for my listing ads to go live?

Within two business days of having everything we need: your package, artwork, target areas and the link where clicks should land. Starter goes straight to build after checkout. Showcase and Luxury go live after your buyer profile session with Sam, so booking that quickly gets you live sooner.

Can I swap YouTube for something else on Showcase?

Yes. If you have no listing video, or would rather reach people another way, you can trade the YouTube ads for geofencing or CRM retargeting, and the price stays $600. Location targeting to the geographic targets you pick is already part of every package, so it is never a swap. If you want geofencing or your CRM list running alongside YouTube, that is the Luxury package.

Is the Luxury package the same thing as Luxury Division?

No, they are two different things. The Luxury package is the $1,200 listing package described in this guide, built around a specific buyer for one home. Luxury Division is a separate program. If you are weighing the two for a listing, email helpme@workwithhugo.com and the team will point you to the right one.

How do I renew listing ads, and do I have to do the buyer profile session again?

Sign in to Hugo Hub and tap Renew, or email helpme@workwithhugo.com with the address. Renew is available for 90 days after your ads end. If nothing changes, you keep the same ads, targeting and package, and you skip the second session. Your Traffic Report link stays the same.

How much do brand ads cost?

Brand plans start at $600 a month and are built around your goals. Sam sets the exact price with you on a 30-minute call, based on the audiences you pick and how you want to reach each one. Add-ons like YouTube, site visitor retargeting, geofencing and social ads can join your plan whenever you want more reach. Everything is month to month, with no contract.

Will Hugo ads get me leads?

Leads are possible but never promised. Listing ads put your home in front of the right buyers, including people who are not searching yet but would move for the right place. Brand ads keep your name in front of the people most likely to hire you. What you can count on is a report that shows the work, every time.

Can I pay with my Compass marketing budget?

Yes. You can prepay through a Compass invoice instead of a card, with a $400 minimum, starting at workwithhugo.com/prepay-request. If your office has its own budget arrangement, email helpme@workwithhugo.com and the team will sort it out with you.

Facts in this guide come from Hugo's live package pages at workwithhugo.com/listings and workwithhugo.com/branding, and from how the Hugo team runs packages today. Pricing and facts current as of October 2026.

Related guides: How renewing a Hugo package works, Does price decide the package?, Which package gets your ads live fastest. See listing packages at workwithhugo.com/listings and brand ads at workwithhugo.com/branding.