40 Million to 1.4 Billion. ZillowOffers marketing campaign simplified in 9 minutes.

This took way too long to digest and research.

This should take about 9 minutes to read. Took 11 minutes for initial reading, 124 minutes to note take/research, 47 minutes to draft write up, 64 minutes to condense.

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Cash is king.

Data is queen.

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4 Personal Takeaways:

1. Zillow's hyperfocus on the customer

2. SEO vs SEM

3. Zillow’s analytics reduced cost. Don’t shoot blindly.

4. Cash wins.

STOP reading if you’re looking for…

• an indepth analysis of their data

• how their leaders led this launch

• dollars spent on advertising

Do read if you want a brief overview. Enjoy, maybe.

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Stage Breakdown:

1. Find new market strategy.

   • Q: How to generate new market?

   • A: Talk to the people who will buy from us. In Zillow’s case this was recent home-sellers and potentially home buyers.

2. Reach Target Audience/Find pain points

   • Q: Why did I add this as number 2?

   • A: I’m not sure. It’s the same as number 1, but I’m not making a new graphic.

3. Formation of ZillowOffers

   • Q: What problem does ZillowOffers solve?

   • A: By reaching out to their consumers Zillow pain. the traditional selling process stressful due to lack of control on timing and inconveniences such as keeping your house clean for showings, leaving the house during showings, etc. ZillowOffers allowed sellers to sell their house directly to Zillow, leave their house as is, get their money, and move onto the next house.

4. Strategic data refinement and market testing

   • Q: What data did they want? What did they then do with the data?

   • A: More in-depth look at this below.

5. Creative execution

   • Q: What did this include?

   • A: TV ads, direct mail, SEM, billboards, and I’m sure social media (but this was not included in the case- study).

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DATA. Data. Data.

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Two different data projects that helped lead to the success of this launch.

1. Project data aggregation

2. Project data utilization

Project Data Aggregation

Zillow needed to aggregate more data on homeowners to drive marketing campaigns.

How did Zillow get consumers to basically GIVE them data? By providing them VALUE. (Since King and Queen are already taken, we will give VALUE the ACE card.) If you provide enough value to something or someone you can get them to do almost anything. Read Alex Hormozi’s book, 100m Offers, if you want to shift your mindset around creating an offer so irresistible, they have to say yes.

• Want a job? Offer so much value they CANNOT say no. Be an expert in SEO, SEM, know how to sell, dabble in AI, be a great leader, and maybe be a good chef or something wild. Don’t just be a jack of all trades, be an ace at as many as possible.

• Want people to buy your food product? Make the ingredients top line, study your shipping procedures so your costs are lower, make the packaging eye-capturing. Make it a “no brainer”.

• Want a girlfriend? Be so strong, so kind, so generous, so confident, so mysterious, that any girl would be an idiot to say no. (disclaimer - there are always idiots)

Resuming on Zillow…how did they do it?

1. Get homeowners to “claim their home” on the Zillow site.

2. This provided Zillow with homeowner information such as contact information, I’m sure some type of social media accounts, and I am also sure it was a whole bunch of data the consumers didn’t know they were giving away.

3. This allowed Zillow to drive marketing campaigns to targeted audiences.

4. In return Zillow offered (pun intented) homeowners an “Owner Dashboard” in the Zillow site. This was the value it gave to homeowners:

   • Receive live insight on valuations (which was important in this wild real estate market)

   • Recieve personal reccomendations for selling from real estate professionals

   • Edit facts about the home

   • List your home for sale without having to talk to a real estate agent

Needed to be value on the other side for consumers.

Zillow delivered.