Zillow’s Rascoff offers sage tech advice in Connect comments

Agents should strongly consider the impact of paid Internet exsposure
  • Many in the industry are losing sight of what kind of marketing works amidst the vitriol against listing portal giant Zillow

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Have suggestions for products that you'd like to see reviewed by our real estate technology expert? Email Craig Rowe. I'm not going out on a limb by saying there's a significant portion of the real estate industry that doesn't like Zillow. While I can understand the discontent, Zillow isn't your enemy. Far from it. At Connect last week, CEO Spencer Rascoff gave audience members some very insightful marketing advice. As reported by Teke Wiggin, in his talk about how to avoid being a "have-not agent," Rascoff mentioned agent should "buy online exposure." 01/27/16 Inman Connect. Photography by Jenna Bascom The knee-jerk assumption could easily be that his recommendation is a thinly veiled pitch to buy a Premier Membership and dump every cent of your marketing budget into the Zillow coffers. As a CEO, it would be well within his right to use such an influential stage to make that kind of appeal. While I can understand the discontent, Zillow isn't your enemy. But ...