The short answer
Listing ads promote one home, brand ads promote you
Two kinds of ads, built in completely different ways. Listing ads use a fixed-price tier, Starter, Showcase, or Luxury, that runs for 30 days around one home. Brand ads are built on a strategy call where you and Hugo pick audiences and ways to reach them, each priced on its own with a $600 monthly minimum, and they promote you across your whole business, not just one listing.
What makes brand ads different from listing ads
Listing ads sell one home. You pick a tier, Starter, Showcase, or Luxury, Hugo runs a fixed set of tactics at a fixed price, and the ads run for 30 days around that single listing. When the listing sells or the 30 days run out, that package is finished.
Brand ads sell you. There's no preset tier to choose from. Instead, you get on a strategy call with Hugo and build a package together: pick the audiences you want in front of, then match each one to a tactic that can reach it. Every match is its own line at its own price, you can stack as many as make sense for your business, and the monthly minimum across all of them is $600. Current per-match prices are listed on the pricing page.
How a brand package gets built
A brand package starts with people, not a property. On the strategy call, you and Hugo choose audiences, past clients, a neighborhood, buyers at a certain price point, whatever fits your business, and pair each one with a tactic built to reach it. Hugo quotes the price for the whole set right there on the call, based on exactly what you picked.
Creative for a brand package isn't limited to a headshot and a tagline. It can be built around your recent sales, your current listings, and homes you've sold, so the people seeing your ads are seeing proof of what you do, not just your name and face.
Timing works differently from listing ads too. Where listing ads run for a fixed 30 days and then end, a brand package renews automatically every month. There's nothing to restart or reorder. It keeps running and billing each month until you tell Hugo to cancel it.
What Hugo doesn't do with brand ads
Brand ads cover paid placement, not your organic presence. Hugo doesn't run your social media accounts, and Hugo doesn't do search engine optimization. A brand package is built and bought as paid ads across Hugo's networks, using the audience and tactic matches you set on your strategy call, nothing beyond that.
How much does a brand package cost?
Priced line by line, not as one bundle. Each audience you pick gets matched to a way of reaching it, and that match carries its own monthly price. Add up whatever matches make sense for you, and the total has to clear a monthly floor.
Hugo, updated October 30 2026: brand packages are built from audience-and-tactic matches, each priced on its own, with a $600 monthly minimum for the whole package.
Who sets the price for a brand package?
Set on the strategy call, not posted ahead of time. You walk through which audiences you want and which tactics can reach them, and Hugo quotes the total right there based on what you choose. Nothing gets priced before that conversation happens.
Hugo, updated October 30 2026: the price for a brand package is set during the strategy call, where Hugo quotes it based on the audiences and tactics you pick.
Does a brand package run for a set number of days, like listing ads do?
No fixed end date at all. Listing ads run for a flat 30 days per listing, but a brand package bills and runs every month on its own, with nothing for you to restart or reorder. It keeps renewing until you tell Hugo to cancel it.
Hugo, updated August 13 2026: brand packages bill and run monthly with no action required from the agent until they cancel.