Zillow Could End Up Replacing NAR

…As the authoritative voice of real estate. David Lereah are you listening? Zillow could be after your job.

Now, this blog doesn’t focus too much on current real estate market conditions – I prefer to leave that discussion up to the experts. But, as this blog’s name suggests, I do like to see a a good piece of marketing, brilliantly executed.

Zillow’s new market reports are the perfect white paper: they are relevant, timely and easy to digest. But here’s where they really succeed…lots of nice colorful graphs. It’s no wonder journalists are excited. Have you ever tried to read through a NAR news release? Whoo boy, talk about boring. I was asleep after the second paragraph.

These real estate reports are just the thing a reporter under deadline is looking for – a snapshot of the real estate market, summed up in less than ten words with lots of visual examples to reinforce the data. Check out this report for Seattle, as an example.

What Zillow continues to do extremely well is position itself as the real estate thought leader. Heck, even Time Magazine just named them one of their 50 Coolest Websites. Now I don’t want to dive into the debate surrounding the accuracy of Zillow’s Zestimates, but offering journalists (and by extension, their readers) a fresh, new voice on real estate market – one that dispenses with the stodginess of the old guard – what they’re really offering is one more way to secure their brand’s authenticity and authority in the mind of consumers.

And in the end, that’s all that really matters.

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