Compass’s New Product: Address Upon Request

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Compass, soon to be the U.S.’s largest brokerage by far, is quietly rolling out a new product: Address Upon Request.

Why it matters: Like it or not, Compass continues to innovate with new products and programs that, thanks to its massive scale, have the potential to evolve the real estate landscape for many years to come.

  • Starting with the infamous Compass billboard in April 2025, I’ve developed a habit of discovering interesting images.
     

  • These two photos were spotted in various Compass social media posts, and reveal Compass’s new Address Upon Request product.

The product is exactly what it sounds like: the ability for an agent to list a home without providing a specific address.

  • It offers a strong incentive for prospective buyers to reach out directly to the listing agent – Compass’s own version of your listing, your lead.
     

  • It’s similar to some listings on Airbnb, where the exact location is only provided after booking.

This is not a new innovation; the idea has been around for years and was used more extensively in the 90’s and early 2000’s.

There’s a key strategic insight here on the Compass playbook: something they call LFR (learn from reality).

  • Similar to exclusive inventory, Compass did not invent this idea.
     

  • Rather, it took the idea, systemized it and scaled it – something Compass is proving quite adept at.

The bottom line: By offering this as an option to its agents and sellers, Compass is continuing to build out its menu of “Seller Choice” programs.

  • Remember: Compass can’t force its agents to do anything; they’re going to do what’s best for their own business and clients, and this option may be an appealing option for some.
     

  • And there’s an interesting angle here related to the battle over exclusive inventory: it’s hard to ban a listing if you can’t find it.