Izmir Vodinaj, Justin Kim, Brylan May, & Jason SchuttéSpring 2016

Brand Management Prof. Patty Jurca

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Zillow 4Ps

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Brand Marketing Activities

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Advertising and Social Media

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Zillow

www.zillow.com

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Brand Elements

Brand ElementsSpokespeople

Spencer Rascoff

CEO

SlogansFind Your Way Home

(Website)

You Edge In Real Estate

JinglesNo Jingles or Signage

PackageService Oriented

Brand: No Package

Brand Elements

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Market SituationAverage home has appreciated 70% in the last 17 years

• 100% if within ¼ mile of a Starbucks and 140% if within ¼ mile of a Trader Joe’s or Whole Foods

• Zillow forecasts 2.6% appreciation in 2016

The global financial crisis hit Zillow very early

• Laid off ⅓ of workforce 2 years into operations

• Created a very lean and very united company culture

Strong dollar has resulted in decreased foreign real-estate investment7

Competitive Profile

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Positioning

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Features

Nr. Of Houses

Points of Difference

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Points of Parity

• Zestimate• Broad Focus• Subscription Model

• Search and Filtering• Map• Analytical Information• Contact

Current• The global financial crisis• High home prices • Low foreign demand • Site capacity

Brand ChallengesFuture

• Maintaining innovation• Maintaining brand independence• Acquisitions• Expansion into international residential

or commercial domestic real estate

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Recommendations• Check and answer blogs like Consumer Affairs where it only has 1 star out

of 74 reviews.

• Create Loyalty Program for home buyers and sellers.

• Aggressively recruit new talent from both the technology and real estate

industry to allow for more innovation.

• Seek to maintain a unique culture around each brand (Zillow, Trulia, etc).

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Questions?

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Thank You!

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