the zillow zero marketing strategy
TRANSCRIPT
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The Zillow ZeroMARKETING WITH NOTHING
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CASE STUDY masterful marketing
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On Amy Bohutinsky’s first day as chief
marketing office for Zillow, cofounder Rich
Barton walked into her office and said, "I have a
goal for you; I want Zillow to have a million
visitors a month by month six … and I don’t
want you to spend any money doing it."
the history.
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10 bold ideas.
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get scrappy“We had to dig deep and think of new ways to build a brand,"
- Amy
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Set high goals
One million visitors
per month!
GOAL
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Be creative
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Product is King
"The only way we were going to build a brandis by having a kick-ass product,"
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Data Science
“Using our data science became a pivotal decision; we had information on every home in America and
there was a lot we could see and tell,” - Amy
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Public Relations
be savvy
and be vocal
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Social Media
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Content Marketing
"The content helped us show up in Internet searches.
Today we publish 20-30 stories a week on various real
estate and rental topics, such as celebrity real estate
sales, staging tips, and analytical data."
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Email Marketing
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When Zillow launched only eight months later
the site had a million visitors in the first three
days and 5 million in the first month.
the future.