Watch Byron Lazine and Nicole White give a real estate agent’s perspective on industry-related topics. In this edition of The Real Word, they’ll discuss Zillow’s shareholder letter, Compass acquisitions and direct mail strategies that work.

Byron Lazine and Nicole White are two agents in Connecticut who give us their thoughts on the week’s news every Friday in “The Real Word,” a weekly video column on Inman.

Last month, Zillow reported its fourth-quarter earnings in its shareholder letter, which included highlights like a revenue of $789 million and a net income of $46 million, in addition to full-year results for 2020.

But what’s worth paying attention to, as Byron pointed out, is the average monthly unique users — a fourth-quarter record of 201 million. For the full year of 2020, Zillow reported another record of 9.6 billion of mobile app and website visits.

According to Byron and Nicole, Zillow’s shareholder letter is further proof that the individual solo agent is dead. Zillow is competing, as CEO and co-founder Rich Barton mentioned in the letter, against “an industry of largely single-point solution providers.”

“The single agent cannot compete against 9.6 billion [visits],” Byron said. “They don’t have time to brand themselves, be a great negotiator, be an educator for their consumers and for their community, be able to able to farm and market to their community, be a writer, be a photographer … ”

“There’s no time for any of that,” Nicole added.

More this week: Compass has grown rapidly over the past few years. Byron and Nicole analyzed what they paid to do so, after the company’s S-1 filing provided information on some of its biggest acquisitions. (Think: Pacific Union International, Paragon Real Estate and Contactually, to name a few).

Marketeer of the week

Direct mail might not be dead after all — at least according to this Inman article. Christy Murdock Edgar made the case for this old-school marketing strategy in the digital world, but it only works if you do it right.

Want to nominate a “marketeer of the week”? Drop your thoughts in the comments section below, or shoot us an email.

Show Comments Hide Comments


Sign up for Inman’s Morning Headlines
What you need to know to start your day with all the latest industry developments
By submitting your email address, you agree to receive marketing emails from Inman.
Thank you for subscribing to Morning Headlines.
Back to top
Only 3 days left to register for Inman Connect Las Vegas before prices go up! Don't miss the premier event for real estate pros.Register Now ×
Limited Time Offer: Get 1 year of Inman Select for $199SUBSCRIBE×
Log in
If you created your account with Google or Facebook
Don't have an account?
Forgot your password?
No Problem

Simply enter the email address you used to create your account and click "Reset Password". You will receive additional instructions via email.

Forgot your username? If so please contact customer support at (510) 658-9252

Password Reset Confirmation

Password Reset Instructions have been sent to

Subscribe to The Weekender
Get the week's leading headlines delivered straight to your inbox.
Top headlines from around the real estate industry. Breaking news as it happens.
15 stories covering tech, special reports, video and opinion.
Unique features from hacker profiles to portal watch and video interviews.
Unique features from hacker profiles to portal watch and video interviews.
It looks like you’re already a Select Member!
To subscribe to exclusive newsletters, visit your email preferences in the account settings.
Up-to-the-minute news and interviews in your inbox, ticket discounts for Inman events and more
1-Step CheckoutPay with a credit card
By continuing, you agree to Inman’s Terms of Use and Privacy Policy.

You will be charged . Your subscription will automatically renew for on . For more details on our payment terms and how to cancel, click here.

Interested in a group subscription?
Finish setting up your subscription