This short transcript excerpt argues that Zillow is ‘dominating’ because it communicates directly to customers with emotional, customer-focused advertising (example: an ad with a military father and the tagline “find your way home”). The speaker stresses that agents struggle to compete when marketing centers on the agent rather than the customer, but suggests agents could compete by shifting focus to customer-centered messaging.
Why is Zillow dominating? Because they speak to the customer. They go direct to the customer and say whether it was the debacle of want to sell your house to, you know, the couple. Remember the. Remember the. The ad that they did with the guy in the military on the laptop, communicating with his wife and the daughter. And then he shows up, or they go to look at the house and they open the door and there he is sitting there. And it didn't say anything about real estate. It just said, find your way home. And people. I cried when I watched the video. I cried mainly for real estate agents, because there was just no way they were going to compete with that. But they can. They can if they put the focus off themselves and put the focus on the customer.
Zillow, PPC, Referrals… what’s actually working in today’s market? #realestateteam
