Bowing to real estate agents, Zillow pauses new advertising strategy

A search engine advertising strategy newly tested by Zillow has raised the hackles of some real estate agents, spurring the listing portal to promptly suspend the experiment. The advertising technique involves placing Zillow ads in front of Google user…

Zillow listing metrics now baked into popular MLS tool

On April 8, the 6,000 members of the northern Colorado-based multiple listing service Information and Real Estate Services LLC were the first MLS members able to use the free, popular listing performance monitoring tool ListTrac with metrics from Zillow Group. The tool can …

Zillow’s warrior-priest knows how to disarm critics

Friends sometimes ask: “I just want to make sure you haven’t leapt out of a window yet.” Misty-eyed spouses have thanked him for boosting their beloveds’ business. But a critic has encouraged him to have a second heart attack, and some agents have labeled him a shill. Meet Jay Thompson, the man charged with defending Zillow across the blogosphere …

Best portal TV ad? Realtor.com’s takes the cake

Realtor.com’s national TV ad does a better job of connecting with consumers than Zillow’s, according to the 3,687 readers who took Inman’s poll this week. It wasn’t a landslide, but with 60.7 percent of the votes, realtor.com came out ahead …

Zillow’s Long Form does the opposite of ‘advocate for consumers’

I like a good mystery, but not when it comes to buying big-ticket items such as a house or condo. Fortunately, the Internet has been a boon to consumers seeking all manner of goods and services, from cars and vacations to mortgages and homes …

Is the MLS still the most crucial marketing tool?

I just returned from the National Association of Realtors’ 2015 Legislative Meetings and Trade Expo, and as with many conferences, some of the most stimulating conversations come from the unofficial meetups and lobby conversations …

SEO for real estate marketing is a journey, not a destination

The journey to real estate search engine marketing domination starts with SEO. This quest for power is why big brands such as Zillow and realtor.com spend millions of dollars each year on SEO services to dominate search engine result pages for almost a…

Zillow vs realtor.com: Whose national TV ad is best?

With the unveiling of its 2015 national TV ad last week, realtor.com joins Zillow on the national TV airwaves this year, where the ads will compete for consumer mindshare. Give your take on which portal’s ad you think best connects with consumers in In…

What I learned when my home-selling client opted out of online marketing

The hot topic in real estate used to be the marketing, buying and selling of homes and property. It seems as though the buzz has been replaced with discussions about data feeds, real estate portals and syndication. Well, this is a story about just how …

What clients care about (Hint: It isn’t data accuracy)

I think it is wonderful that realtor.com is working on some improvements. The site represents the Realtor brand on the Internet. I doubt, however, that realtor.com can really compete with Zillow. It could potentially be different from or better than Zi…