WAV Group Partnering With MLSs On Zillow Survey

by Victor Lund on October 27, 2015

zillow-logoWAV Group is recruiting MLS and broker participants for a study to get an understanding of what these groups of people think about their relationship with Zillow. This study is funded internally at WAV Group.

  1. What do home buyers think of the service?
  2. What do home sellers think of the service?
  3. What do renters think of the service?
  4. What do Property Managers think of the Service
  5. What do Premier Agents think of the service?
  6. What does Premier Mortgage think of the service?
  7. What do real estate brokers of all sizes think of the service?

By participating in the study, you will send our survey link to the audience(s) that you have access to. Primarily, we are inviting MLSs to survey agents and brokers. You will get a free copy of your survey results and a free copy of the National results.

Why are we doing this?

Zillow is in the process of doing a similar study right now. I was asked by a Zillow executive – Why is WAV Group doing this? WAV Group has clients all over the spectrum with Zillow. Some of our clients are raving fans and others are staunchly against the company. We find that businesses that strategically integrate Zillow services into their business can find success in the strategy. We also find that companies that strategically delist themselves from Zillow also find success. Brokerage leaders are good operators and have the ability to thrive regardless of their strategic direction.

Zillow is about to release an historic price increase in January. They are going to Zip Code based pricing. For some of our broker customers, that would take their Zillow advertising from $5000 per month to $25,000 per month. In the purest form of lead capture, incubation, and conversion – the investment in advertising does not work.

Zillow advertising does more than generate buyers for homes. It is a listing tool, a recruiting tool, a retention tool, and may support other business lines of full service brokerages like mortgage, title, insurance, property management, commercial, etc.

If you would like to support WAV Group with this research project, please reach out to Victor Lund.

{ 3 comments… read them below or add one }

Jay Thompson October 27, 2015 at 2:53 pm

Jay from Zillow Group here.

“Zillow is about to release an historic price increase in January. They are going to Zip Code based Surge pricing. For some of our broker customers, that would take their Zillow advertising from $5000 per month to $25,000 per month. In the purest form of lead capture, incubation, and conversion – the investment in advertising does not work.”

Victor-

There is no “January surge.” Pricing has always been market based, and we are actually continuing to enhance the programs for brokers that are free. A blanket statement like above is simply off base since we strive to provide brokers choice. Lots of options out there to make sure brokers get the value and benefits they deserve.

Reply

Victor Lund October 28, 2015 at 9:58 pm

I edited out the term Surge pricing. As you know, we provide consulting to large firms to optimize their online marketing strategy (among other things). The example I am citing in this piece is a fact. I did not publish the brokers name because I did not ask them and do not want to interfere. I have a long list of brokers who have been advised that their pricing is also going up significantly.

I had a conversation with Errol Samuelson today and he has been privately informed about our basis for this post.

Reply

Victor Lund October 29, 2015 at 7:21 am

Jay – did Inman get the story wrong too?

Reply

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