In this sit down, Rachael shares how COVID has impacted Compass’ brand messaging, how they’ve pivoted their marketing strategy, and how the lack of inventory has affected today’s market.
What was COVID’s impact on Compass’ brand messaging?
COVID didn’t change Compass’ brand message, instead it deepened and solidified it. They are an agent first brand, meaning they consider their agents as their customers and everything is focused on them. They need to make sure their agents can then be a stronger advocate for their own clients. During the pandemic Compass became more agile, moving fast, learning from the new realty, and providing services and offerings in a different way.
What is Compass’ marketing strategy?
COVID brought on changes for Compass’ marketing strategy, including how they reached their clients, how their clients searched for properties, and how properties were being viewed. “Compass Coming Soon” was launched to give client listings early visibility and to test the market. And due to the need to experience a property online in the way a buyer normally would attend an open house, the Compass team leaned into the importance of high-level photography, floor plans, and video walk throughs.
How has the lack of inventory affected today’s market?
This historically low inventory means an increase in competition. Compass has shifted their marketing strategy to get the highest value for each home. And are leveraging this seller’s market by utilizing seasoned agents to help manage multiple offers and appraisals.
View Lucy and Rachael’s Full Interview Here.
Meet Rachael Rohn
RACHAEL ROHN is the Chicago Regional President for Compass, a national real estate technology company that has more than 165 offices in 80 cities across the United States, including 450 agents in Chicago. She joined Compass in 2017, following 12 years in Chicago tech startup sales and management, including six years with Groupon where she rose through the ranks to become vice president – sales of its travel business, Groupon Getaways.
Lucy Edwards
April 19, 2021Rachael was amazing! Awesome energy, professional, great sense of humor and a pleasure to to talk to.