Download - Zillow Brand Analysis
Izmir Vodinaj, Justin Kim, Brylan May, & Jason SchuttéSpring 2016
Brand Management Prof. Patty Jurca
1
Zillow 4Ps
2
Brand Marketing Activities
3
Advertising and Social Media
4
Zillow
www.zillow.com
5
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
6
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
8
Positioning
9
Features
Nr. Of Houses
Points of Difference
10
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
11
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).
12
Questions?
13
Thank You!
14