Spencer Rascoff

Chief Operating Officer

Twitter: @spencerrascoff
Email: spencer@zillow.com
Agenda

1. Zestimates, Zestimates, Zestimates

2. Market Your Listings
3. Market Yourself
4. Market Your Expertise

2
Zestimates
“It is not an appraisal.”
Zestimate Accuracy
What you need to know about Zestimates

• Just a starting point – not the end-all-be-all

• Value range on each Zestimate is unique to each home
• Accuracy table
• Less accurate on high-end & unusual homes, especially
when fewer comps are selling & when that home hasn’t
sold in a long time
• Recalculate when get new property attributes from listings
• On listings, Zestimate comes off the map and is pushed
down on listing page.
• When no Zestimate, it’s due to address-matching issue.

6
What you need to know about Zestimates

Use it to showcase your expertise.

You’re smarter than the machine.
Agent

What’s this
house worth?

Client AVM

Turn the Triangle of Tension into an OPPORTUNITY to

demonstrate your expertise and gain business.
7
10
Agenda

1. Zestimates, Zestimates, Zestimates

2. Market Your Listings
3. Market Yourself
4. Market Your Expertise

11
Market Your Listings
• 50 Photos Per Listing
• Virtual Tour Link
• Open House Info
• Full Marketing Text
• Agent Photo
• Contact Info
• Link To More Info
Photos => Exposure

13
How homeshoppers use Zillow

14
Why put your listings on Zillow?

• ATTRACT BUYERS:
• #2 real estate site with ~10 million visitors
• #1 on iPhone and Android
• 2/3 of our visitors are in the market to buy now or soon

15
Why put your listings on Zillow?

• IMPRESS SELLERS:
• 73% of sellers check Zillow!

16
Why put your listings on Zillow?

• IMPRESS SELLERS:
• Remember, the house is already on Zillow

17
How to get your listings onto Zillow

• Broker (franchisor and/or franchisee) sends Zillow an XML

listings feed. Run most feeds nightly. Free.
• Listings aggregators (e.g., postlets, vflyer, Z57, Real Estate
Book). Free.
• MLS (via Listhub/Threewide or point2). Free.
• HAR does it for you!
• Manual upload - $9.95 per listing for 6-months (or free if
you’re an advertiser). Listings are Featured (5-6x the
exposure).

• Launched rentals feeds last month. Same as for sale.

18
Agenda

1. Zestimates, Zestimates, Zestimates

2. Market Your Listings
3. Market Yourself
4. Market Your Expertise

19
Market Yourself – Agent Profile
•• Agent
Agent Photo
Photo
•• Contact
Contact Info
Info
•• FB,
FB, Twitter,
Twitter, LI
LI
•• Link
Link ToTo Website
Website
•• Marketing
Marketing Text
Text
•• Can
Can Embed
Embed
Links
Links &
& Video
Video
•• Contributions
Contributions Listed
Listed
•• Listing
Listing Showcased
Showcased

Great
Great SEO
SEO Capabilities
Capabilities

IMPORTANT!

Listing Profile
Email Email
Address Address
Market Yourself – Profiles Agent Directory
Tips for your Zillow Profile

• Fill in all sections! It’s your online resume!

• Photo, specialties, service areas, fb, twitter, linkedin, blog
• “About Me” – include links!
• Embed video
• Put a profile widget on your own website
• www.zillow.com/widgets

22
Agenda

1. Zestimates, Zestimates, Zestimates

2. Market Your Listings
3. Market Yourself
4. Market Your Expertise

23
Market Your Expertise – Zillow Advice
Examples of who does it well
http://www.zillow.com/profile/Houston-Metro-Pro/

http://www.zillow.com/profile/SamanthaRealty/

http://www.zillow.com/profile/NWHome.us
Market Your Expertise – Zillow Advice
Social Media Tips
• Each online community has its own quirks and customs
• “God gave you two ears and one mouth…”
• Imagine your virtual conversations IRL (In Real Life)
• Blog comments = crowed room full of strangers
• Community forum = you’re the new guy/gal in room full of old friends
• Twitter = talking out loud as you stroll main street USA
• Say goodbye to the hard sell, long live the soft sell
• Links are the soft seller’s upsell
• Acknowledge your bias
• Transparency + Consistency + Thoughtfulness = Credibility
• Blogging (on your own blog) isn’t all it’s cracked up to be
• Be yourself & have fun

33
Advice to Agents

• Get the most that you can out of Zillow for free.

• Fish where the fish are.

• Fishing is free, but bait isn’t.

34
Advertising on Zillow
• Featured listings are $9.95 per listing for 6 months
• Increases exposure of a listing by 5-6x
• Sold by Zillow and by the Houston Chronicle
• Showcase Ads – 2 spots per zip
• (866-324-4005 or sales@zillow.com)

35
 Reaching
Local Data and Zillow’s
Charts 9 Million Visitors
 Reaching
Local Data and Zillow’s
Charts 9 Million Visitors
 Reaching
Local Data Zillow’s 9 Million Visitors

http://activerain.com/blogsview/1561586/need-some-local-blog-post-ideas-then-c
heck-this-out-
 Reaching Zillow’s 9 Million Visitors
Widgets

www.zillow.com/widgets
 Reaching Zillow’s 9 Million Visitors
Widgets

www.zillow.com/widgets
Widgets – Co-Branding

www.zillow.com/widgets
Widgets – Co-Branding

www.zillow.com/widgets
Widgets – Co-Branding

www.zillow.com/widgets
 Reaching
Embedded Zillow’s
graphs 9 Million Visitors
& widgets
Large Search Box:
http://activerain.com/blogsview/1477843/search-homes-for-sale-in-eatonville-washington-
 
All Star Badge
http://seattlehome.com/

My Listings widget:
http://caryraleighapexmorrisvillerealestate.blogspot.com/2009_02_01_archive.html
http://realtymartga.com/residentiallistings.aspx
 
Regional Home Values:
http://www.roundlakeheights.info/
 http://www.phinneywood.com/2010/02/12/what-have-home-values-done-in-your-neighborhood/

Newest For Sales Home widget:

http://myrealinsight.com/category/dublin-ranch-golf-club/
 
Most Expensive Homes widget:
http://www.michaelsedona.info/
 
Home valuation widget:
http://artandcatherine.com/

Recently Sold Homes widget:

http://banderatexasrealestate.com/home
 
Loan Modification Quiz:
http://www.unityone.com/Foreclosure_Lawyer/page_1987721.html
 
Mortgage Calculator:
http://www.stwnewspress.com/zillow
 
Mortgage Rate Table:
http://www.danielbretzke.com/
http://www.partnersinrealestate.com/
 Reaching
Zillow MortgageZillow’s 9 Million Visitors
Marketplace
 Reaching
Zillow MortgageZillow’s 9 Million Visitors
Marketplace
 Reaching
Zillow MortgageZillow’s 9 Million Visitors
Marketplace
 Reaching
Zillow MortgageZillow’s 9 Million Visitors
Marketplace
 Reaching
Zillow MortgageZillow’s 9 Million Visitors
Marketplace
 Reaching
Zillow MortgageZillow’s 9 Million Visitors
Marketplace
Reaching Zillow’s Slide
The Most Important 9 Million Visitors

www.zillowvideos.com
Reaching Zillow’s 9 Million Visitors
More information

How to reach Zillow Resources

listingsupport@zillow.com www.ZillowPros.com
mortgagesupport@zillow.com www.zillowvideos.com
Twitter: @zillow
www.facebook.com/Zillow How to reach me
Zillow Advice Email: spencer@zillow.com
Twitter - @spencerrascoff
Advertising http://activerain.com/blogs/srascoff
Sales: 866-324-4005
sales@zillow.com Help
Gray Flags on the site
Advertising on Zillow
• Two slots per Zip Code
• Ad expands on hover
• Appears on all map & search pages
• Can promote yourself or your listings
• Excellent for listings presentations
• All listings (in any zip) are featured (5-6x exposure), and
you get “top 2” in your zip
• Or, featured listings are $9.95 per listing for 6 months
• Price varies depending upon zip (866-324-4005 or
sales@zillow.com)

53