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Content Beyond Conversion

Rita Cidre Marketing Director, Zillow Group

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A bit about myself + Zillow Group Pillars of our content strategy 3 examples and learnings

What we’ll cover today

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A bit about myself and Zillow Group

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A little bit about myself Numbers Letters

MBA Liberal Arts

I’m both a writer and a marketer and love to be at the intersection between the creative and the analytical.

As Marketing Director at Zillow Group my job is to turn strangers into customers into advocates of our Premier Agent brand and products.

Analytics Content

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Monthly Unique UsersQuarterly average

Zillow Group operates the largest online real estate network on the web

Q2 '06Q4 '06

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171M

May 2016

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great people great products connect via tools

attract audience

engage professionals

Zillow Group’s formula for success

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We are a marketplaceDemand Side

“I want to buy or sell a home.”

Supply Side

“I want to help you buy or sell a home.”

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The buyer’s journey has changed

Now

Past

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‘Online’ is the largest resource used by home buyers to find a home

Top Sources Used to Search, Shop for or Purchase a Home Digital resources Used to Buy a Home

Source: 2016 Zillow Group Housing Trends Report.

From information gatekeeper…

…to trusted advisor.

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Our products help agents connect with and convert online leads

BRANDING & MARKETING

LEAD GENERATION

LEAD MANAGEMENT

TRANSACTIONMANAGEMENT

= Free

PA AppPA Concierge

Seller Boost

Premier Agent Advertising

Agent Profile

Video Walkthrough

Premier Agent Direct

dotloop

U

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The two pillars of our content strategy

Solve ProblemsProvide agents with solutions

standing in the way of success.

Build TrustWin hearts and minds, be positive

presence in the real estate industry.

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3 Examples and Learnings

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We focus on building content that builds trust with agents and helps solve problems

I want to get more leads

I want to be a local expert

I want to feel motivated

Problem agent wants to solve:

Content Strategy Solution:

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Problem: I want to get more leads. Solution: Help agents define and

measure success in building their online presence.

Build Trust: content is relevant and transparent.

Profile Scorecard

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Tell ShowWe are not alone in thinking

SHOW > TELL

Key tactic: Use data, personalization and a healthy dose of FOMO can go a long way in showing (not telling) customers what they’re missing out on.*

*Make friends with data people.

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Problem: I want to be a local expert.

Solution: Content that helps agents understand local and national market trends.

Build Trust: Empower agents to be local experts.

Market Trends

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We use this content to help agents build their real estate brand and expertise

Moved towards helping agents share expertise.

Started providing agents content to help them become local experts.

Key tactic: Share the thought leadership spotlight with your customers.

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Problem: I want to feel motivated

Solution: Celebrate important moments.

Build trust: We acknowledge and celebrate agent wins!

Milestones

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We got this idea from watching our customers interact on social

Social #Winsday engagement

Actively celebrate winsReview added

Review milestones

Agent store

Key tactic: Monitor and listen to your customers interact with each other on social channels, use that to inform your content strategy.

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Key Takeaways

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Identify goals for the content you’re creating to engage with customers. For Zillow Group it’s to build trust and help agents solve problems.

Key tactics: Use data, personalization and a healthy dose of

FOMO can go a long way in showing (not telling) customers what they’re missing out on.

Share the thought leadership spotlight with your customers.

Monitor and listen to your customers interact with each other on social channels, use that to inform your content strategy.

Key Takeaways

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Questions, Comments?Email me: ritac@zillowgroup.com

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