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What you really want is a real estate agent who knows the market. You want someone who understands what you can and
00:00:06
cannot afford. Think back before you were ordering your stakes through a subscription service where the steaks
00:00:12
just showed up on your front door. Think back to when you went to the butcher and
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you were trying to decide the difference between a porter house and a ribeye and
00:00:19
a New York strip. The butcher is the subject matter expert. And in this model, Zillow empowers real estate
00:00:26
agents who are in fact the subject matter expert. And today I'm really excited because we have with us the vice
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president of brand and product marketing at Zillow. Her name is Beverly Jackson and she is doing some very interesting
00:00:42
things at Zillow. Welcome Beverly. >> Hi Barbara. Hi Americas. >> Hi Beverly.
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>> Hello. I mean you're a company that I think everybody knows Zillow. You just
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celebrated 20 years. Um, and you're trying to figure out what your next step
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is for your next decade. Um, and I know you've had a really interesting background also. Which one you want to
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start with? How cool Zillow is or how cool you are? >> Well, let's always start with how cool
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Zillow is because I pale in comparison. I pale in comparison. I trust Trust me. >> All right. Well, let's start with
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Zillow. One of the things that I think is interesting is I do think people know what Zillow is and they know it's in the
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real estate market, but can you explain to us or our listeners like what your model is, how you make your money? Are
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you a traditional typical real estate company? I don't think so. So, can you
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explain to us what how the whole thing works? >> Wow. You just went straight in, Barbara.
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Just straight in. >> I can't waste any time. >> Big L no chaser. Big rock no chaser.
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Um, so Zillow is one of or the most beloved brand in real estate. Like everybody knows what it is. Everybody
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depends on it. Everybody leans into it. It is sort of everyone's secret obsession.
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Um it it all started though because of this desire to empower consumers to as as we say as Zillow to turn the lights
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on and to create some transparency for consumers which anytime consumers have transparency there's a sense of
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empowerment for consumers right and so that's always a good thing and so if you
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can find a way to fill that gap like that is where consumers like fall in love with you and that has been the the
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sort of resiliency of the Zillow brand over the last 20 years. And so, if you think back to the narrative that
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originally Lloyd and Rich were just trying to figure out how to buy a house themselves, they're like two young guys
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just trying to figure out how to buy a house. >> And you know, when you're when you're a
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scientist or you're a math guy or a math gal, the thing that you want to know is
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is am I paying too much? Like, how much is this worth? Like, can I afford it? >> Exactly.
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>> Those haven't changed. >> Y >> that's the part I think is super
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interesting. So, I've read some reports about Zillow, and it's kind of like it's
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in the world of social media and and scrolling and things like that, and everybody's always been interested in
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real estate, the consumer market, like just as a, you know, as a neophy, as someone who doesn't know anything. How
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much do things cost? How much? That kind of idea. And I think that that's what's
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so interesting about Zillow is that you tapped into the way consumers shop that don't know anything, right? I think the
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the idea is if you think about it, I'll go back and answer your first question a
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little bit more thoroughly. So, right, so one of the ways that we make money is we pro we provide solutions in the
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marketplace, right? And so we always say to real estate agents who are our partners in this journey of helping
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people to get home is that you do real estate so we can do tech, right? Because we're at the heart of it. We're a tech
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company. And that idea of creating this estimate and providing transparency, there's a fairly sophisticated algorithm
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that runs that that ingests that data of every home in America and knows effectively how much it cost or how much
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it's worth. And then that level of unlock and transparency for the consumer has a value in the marketplace.
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>> I want to build a bit more context with Barbara's questions and line of
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questioning here and to step back just a tad and say give us because I love this
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point. This is the interface of tech and real estate and the idea of of these things coming together. Can you just
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give us really quickly the broad overview overview of what is the real estate market look like right now? Talk
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a little bit about is it growing, is it shrinking, what what is the the overall macro landscape look like in terms of
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because you all have access to this data and information and you have sort of from the the the bird's eye view. So
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talk a little bit about this industry. Moreover, give us a sense of its size, its, you know, all of these things that
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you all pay, you know, quite a close attention to. >> So, I am an incredibly an incredibly
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talented marketer, brand person, social digital thought leader. >> Yes, >> I am not.
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>> That is true. >> Beverly's like, I am not an economist. I >> play on TV
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>> or neither am I a data scientist. But but I will tell you that there are a
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couple of things that are sort of universal truth. The macro is and has been tough for the
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real estate vertical generally speaking. >> Mhm. >> That's that's the first truth. The
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second truth is that it has the landscape has become more competitive >> and there are um and there are just
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challenges with how to make it happen. And the third reality is is no one no one has stopped wanting to find home
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because shelter is sort of like an intimate personal um very uplose and um significant part of anybody's life. So
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there are these three things that are the realities, right? And so there's not
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a lot that I can do or Zillow can do about the macro. The macro is what the US macro is and it will be what it will
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be, right? Fair enough. What we can do is to be on top of it. We can provide information. We can inform. We can
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support and we can move to where the market is. >> I I got to interrupt because I I really
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agree with that. When you think about how you buy or sell a house as a consumer, not as an expert, not as a
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macroeconomist, what you really want to do is figure out how much is my house worth and how much should I pay for
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another house at a not at the macro level. at the micro level. That's really
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what I want to know. And what I think is interesting is what she said from the beginning is that Zestimate gives you a
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a reference point for everything, right? >> And therefore, I have an idea of like
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what I should expect to pay or not expect to pay. Like I think that I mean I agree the whole real estate market
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matters and buyer is it a buyer market? Is it a sellers market? Am I ever going to? But really, when it comes right down
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to it, I want to know how much I should pay or how much I should get my house sold for. And to me, that's what's cool
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about Zillow. >> Yeah. And just sorry, just to sorry, real real quick, just to build on
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Barbara's point. >> I love this, Barbara. You always do this. You always like take it to another
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level, a higher insight. Zestimate. >> That was all right. Wait a minute. Hold
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it. That was branded. That's incredible. Can you unpack the Zestimate brand?
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That's the that's the main secret sauce >> and connect it to why the Zestimate
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brand the Zestimate uh cons analysis is so much better than all that other stuff.
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>> Yeah. Yeah. Because >> so I can so there there so many things there's so many things. Okay. So first
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of all I'm going to say this before you worry about what you what your house is
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worth or what you are going to pay or what you can sell for your house. Every consumer starts with what can I afford?
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And so affordability is really the insight at the heart of the home ownership home buying process and before
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that it is what does home mean to me? Because while home might mean a McMansion or it might mean um a
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two-bedroom condo overlooking the water or it might mean you know a bungalow craftsmanstyle home, right? Mhm.
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>> It could also mean an apartment that's really close to my job that allows me to
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walk my dogs on a walking trail behind the behind the community. It might mean a community gym and it might mean close
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proximity to work. And so we start with what is home and what does home mean? >> What do I want? And then what can I
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afford? And then we get to all the whisbang gee golly stuff that is >> I like that whisbang stuff.
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>> Yeah, me too. Let's go. So, so let's talk about the Zestimate for a second.
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The Zestimate. I always think about this as the Zestimate and I, and I say this,
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I'm sure this is not what Rich and Lloyd were thinking when, you know, I came
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along and decided that this should be the thing. Okay? I think about the Zestimate as the original AI. It's the
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OG of AI, right? And so, it took technology. So, think about this before for a second. And you know, I won't
00:09:15
speak to how old I am or when I bought my first home, but the reality is is when I first bought my first house, it
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was a book that you got and you went into the person's office and you thumb through this big old book.
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>> Oh, yeah. It was awful. >> And and that was how we got it. Or there
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was some dot matrix printer. I know I'm making myself sound ancient here. >> That's right. With the green and white
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stripes. >> Exactly. >> Yeah. But what I didn't have was a smart
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device in my pocket that connected me to just the neighborhoods that I could drive around. Remember, you had to get
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in the car with the real estate agent and drive around, right? And the poor real estate agent was just dragging this
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person from home to home. But imagine the power before you get in the car, before you get through that big book of
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knowing what you can afford and how much something cost. Um, my mom used to say this all the time. I have um champagne
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taste and beer pockets and so I really do like champagne. Um, but but the reality is is you want to know what you
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can afford before you show up and you want to know what's within your range and you want to know what some and and
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and if you've never done it before, if you are a first-time home buyer, what
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effectively happens is you walk into this not understanding how real estate works.
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>> You don't understand the complexity of the deal. You're depending on a smart,
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informed, savvy, well experienced real estate agent to help guide you through the process.
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>> I don't trust her, by the way. right from the beginning. I don't trust my
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real estate agent ever. >> Barbara, Barbara, are you revealing your What's going on here? This is
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>> That's what I like about Zillow. I really don't trust if she's out for her
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commission or he's out. >> No, I I would say Barbara, I I'm going to disagree with you. I'm going to
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respectfully come on your show and disagree with you. Um >> trust your agent. I I tr my I have I
00:11:01
have been very very fortunate a I have been very fortunate in my real estate transactions that I've had really smart
00:11:07
savvy real estate folks who know the market right because what you really want is a real estate agent who knows
00:11:13
the market you want someone who understands what you can and cannot afford so these are small business small
00:11:19
entrepreneurs and in some instances they're not that small these are multi-million dollar businesses
00:11:25
>> and so these are local experts and so Think back before you were ordering your
00:11:31
steaks through a subscription service where the steaks just showed up on your front door. Think back to when you went
00:11:37
to the butcher and you were trying to decide the difference between a porter house and a ribeye and a New York strip.
00:11:42
The butcher is the subject matter expert. And in this model, Zillow empowers real estate agents who are in
00:11:49
fact the subject matter. >> Interesting. Interesting. >> Let let me I want to I want to build on
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Barbara's point. You tell us, Beverly. I'll bet, maybe I'm wrong, but I will
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bet that Zillow has some kind of mechanism that vets >> the real estate agents and and perhaps
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there's some sort of, you know, rating that let let me get the five-star real
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estate agents or the the ones that are consistently getting super high uh evaluations from the individuals that
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they're selling to. Is there some kind of mechanism that allows for that discovery? So, I don't know that it's
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every real estate agent is responsible for their business. What Zillow is building. And so, if you go back to one
00:12:30
of Barbara's original questions is what is the Zillow business model? It's in
00:12:34
fact a two-sided marketplace. And it's really four businesses in one. And we
00:12:38
can unpack that later. But in the two-sided marketplace perspective, we are serving up information to consumers
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to empower them in their transactions. For real estate agents, what we are and real estate professionals, what we're
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building are tools to help them be good at their jobs. And so they don't have to
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build tech. They don't need to go. >> She's offending the agents because both
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of them are her customers. It's not just the end user. It's also the agent. She
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can't like say what I said. >> Well, I don't believe that. I really do.
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I have like I think >> right. I don't trust anybody. >> Yeah. That Well, Barf, I have trust
00:13:14
issues, too. We can talk about that later. That's funny, Beverly. Barbara doesn't trust me, okay? I work with her
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every day. So, this is just a thing. It's okay. It's a thing for Barbara.
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There you go. >> Interesting. That's You have to rethink what the model is here. Like, you're
00:13:27
thinking about traditional real estate, but really, she's talking about a two-sided platform. Absolutely. Where
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she's providing information to the end user, and by bringing those end users
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on, she's providing leads to the real estate agent. And therefore in this middle data platform world they they can
00:13:45
serve both both sides both the consumer and the customer. >> And Barbara to to go to America's point
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where like you're asking me if there's a rating system for real estate agents you
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know the beauty of the free market is if you're good at your job if you really
00:14:01
able to do this like I where I live I expect someone to know the difference between Henderson and Summerland. When I
00:14:08
lived in LA, I expected someone to know the difference between Roondo Beach and Manhattan Beach because those are
00:14:13
>> right next to each other in terms of communities. But the reality is is
00:14:16
they're very different. When I worked in Manhattan and I lived in New Jersey and
00:14:21
I was like, "This commute is too much. I can't keep going through the tunnel."
00:14:24
When talking to a real estate agent, I expected them to have some level of understanding about whether or not I
00:14:30
could live in Hoboken and still commute into men in mid to midtown. Like, you're
00:14:34
expecting your real estate Yeah, it's impossible. But but that's what you're expecting, right? And so like you
00:14:43
are expecting a real estate agent, >> a good real estate agent to know the
00:14:47
difference between Morristown and Morristown. >> Like that's what a good real estate
00:14:54
agent does. And the market decides decide whether or not that happens. And that's like in any that's in any any
00:15:01
space, right? That's in any space. >> Interesting. >> Okay. So, let me ask you, we're talking
00:15:04
to Beverly Jackson, who's the vice president of brand and product marketing. So, let's go to one of the
00:15:10
topics at America's likes, which is the Zillow brand and how you market. Now,
00:15:15
one of the things I think is interesting here is that for whatever else, a complicated two-sided platform and data
00:15:21
and blah blah blah. In the end, if you look at real estate, it's a pretty stressful purchase, you know, and like
00:15:27
my my issues of trust aside, there is a lot of uncertainty, right? And so when you're building this brand of Zillow as
00:15:36
the vice president, what was your title again? Of brand and product marketing, exactly what do you do to build that
00:15:43
Zillow brand? How do you build that emotional connection? You know, Americas was playing with the word Zestimate. How
00:15:49
do you know that's all branding stuff, right? How do you what do you think about what
00:15:54
are your campaigns like? >> Yeah. And to before you answer that incredibly poignant question that
00:15:59
Barbara just raised, I'm going to layer on top of it. Barbara's going to be
00:16:02
shocked by this, but I'm going to be I'm going to layer on top of this, Beverly
00:16:06
something you said which is powerful, and that is when you buy the home, the place where you're going to live, that's
00:16:12
all about your identity. That's all about I'm sorry, Barbara. >> I listen, I could I cannot resist. I
00:16:19
love that idea that you guys are talking about because it for me it's like that
00:16:23
that that's that is a natural gateway to messaging a conversation that can create
00:16:29
the kind of connection that Barbara's talking about that notion that this is
00:16:32
my home. Speak on that in the context of Barbara's question about building the
00:16:36
Zillow brand. >> Sure. >> I like I would love and you know I told you this whole thing about how I'm this
00:16:41
brilliant marketer. I would love to take credit for having built the Zillow brand, but it was well on its way to
00:16:47
being an amazing an amazing iconic legendary brand well before I showed up. My job is to turn up the heat on it a
00:16:55
little bit. My job is to take some of the new products because I do product marketing as well and I do B2B marketing
00:17:02
and BTOC marketing as Barbara has so eloquently pointed out and those are challenges, right?
00:17:09
>> Yes. When I do this with a product that is very much an analog experience,
00:17:14
buying a house to date has been an very analog experience. You at some point got
00:17:20
to get off the couch, get a tour, and go see the house that you plan to buy, right? At some point, you have to go
00:17:27
through your finances and sit down with a loan officer and figure out what you can afford.
00:17:32
>> At some point, you have to talk to your partner and your family about where
00:17:37
you're going to live. At some point, it has to meet the needs of your career and
00:17:42
lifestyle is. And whether you're commuting or working from home, whether you like people walking on top of you in
00:17:48
the middle of the night and doing a dance party or >> live out in the woods by yourself, like
00:17:54
at some point that level of personal bespoke, what does home mean to me has to come center of the narrative, right?
00:18:03
And so for all the things that Zillow is, at the end of the day, our goal is to provide you with some level of
00:18:10
certainty and support as you traverse that process, right? As you go through that journey.
00:18:16
>> And then on the and we could talk about the B2B side, right? And so Zillow has
00:18:20
been the brand has been what the brand is. But what we have been quietly doing and not so quietly actually we but what
00:18:27
we've been really hyperfocused on over the last couple of years are two big important things is building products
00:18:33
that make this more transparent and easier. Right? And so there are lots of products.
00:18:38
>> We can talk about buyability. We can talk about you know a bunch of the other
00:18:42
products that have come to market in the last couple years that empower consumers
00:18:46
to do that. Mhm. >> And then we have to create some level of trust in the storytelling for consumers
00:18:54
that they can trust us with their data. >> They us with this journey. >> They can ask questions and feel like
00:19:01
somebody's got their back. >> We will always double down on which is one of the reasons why I took this job
00:19:07
is that consumers are a northstar. Consumers in the middle of all of this. And so well before you start to think
00:19:13
about the value prop of Zillow to a B2B audience or an agent audience or a partner audience,
00:19:20
>> it doesn't work if consumers don't trust us. >> Exactly. And I think that's really
00:19:25
important because this is a scary thing for most people. You know, this is like the biggest purchase. You feel like
00:19:32
you're making an investment. You can make a really stupid investment. And what saying is I don't understand the
00:19:37
macro environment and you know who does you know and all these other things and if I make a mistake here I could just
00:19:44
turn my life upside down. So I really want to feel that trust that you're talking about and if you give me a brand
00:19:51
and data you know and expectations that makes me just takes a little bit of that
00:19:56
uncertainty out of it. I think >> interesting so think about this for a second
00:20:02
Barbara. if you if you think about what the brand means because remember Zillow also has a rentals business.
00:20:09
>> Mhm. >> Right. And so if you're a homeowner like back in the old days like you know in
00:20:14
the 2020s in the early 2020s when you had a house and maybe you wanted to buy a bigger house some some people were
00:20:21
very fortunate. They could keep their first house and then they rent out their that that first house and they move on
00:20:27
to a bigger house, right? And so some renters decide, hey, I want I don't know
00:20:31
if I want to live in this kind of an environment. I might want to rent a house. Some renters love living in
00:20:37
multif family environments that are shared community environments, right? People like that, especially if you're
00:20:41
younger in life, but we're now finding out that older people also like rental
00:20:46
communities because they provide community. And so it always goes back to for me, what does home mean
00:20:53
>> for that consumer? And so the brand is always interested in creating marketing
00:20:59
or content or campaigns that center on that. And so I want to speak to what we're currently working on and what
00:21:06
we're currently what we recently just launched, right? Because this gets to the heart of Barbara's point. You got to
00:21:11
start someplace. >> This is the first time you've ever done it. You don't know. It's confusing. What
00:21:16
is title insurance? I don't really know. Do I need a mortgage? What's an interest
00:21:19
rate? How do you calculate it? Like >> variable verse six. Do I need a >> My stress level is rising as we're
00:21:27
speaking. I don't know what's going on here. >> What's my debt ratio? Like how much do I
00:21:31
need for a down payment? Like all those things, right? What are seller points? What are buyer points? Like what's the
00:21:36
commission that I got to give to somebody to do this for me? Because I need a professional, right? And by the
00:21:41
way, no one ever goes into their lawyer's office and negotiates with their lawyer. I'll give you $500 an
00:21:45
hour. No, I want 750. So why you do that to a real estate agent who's bringing
00:21:49
you a level of expertise? But that's me defending real estate agents. So, let me
00:21:52
go back to consumers and mind my business. Okay. All right. So, here's the deal. We launched recently something
00:21:58
called Someday Starts Today. We launched it on Grammy Sunday. And so, you're
00:22:01
going to see this for us. And this is really important because this isn't a campaign for us. This is really, really
00:22:06
important for the team and how we thought about this. And so, the insight, we had a lot of data that this was hard.
00:22:11
You know, one of our executives said that, you know, 50% of the people that buy a house cry at some point
00:22:17
>> all the time throughout the entire process. It is so Barbara, >> I'm sensing a theme here.
00:22:25
>> A very clear theme here. >> America's the next time she wants to buy
00:22:28
a house or anything. Will you call me? I'm going to get on a plane and >> Totally. I'm going to We're both going
00:22:34
to go over to Barbara's house, Beverly, and we're just going to give her a nice
00:22:36
warm blanket. We're just going to like could you calm her down? >> Yes. We're going to give her that
00:22:40
weighted anxiety blanket. You know, take some of this away from you, Barbara. We
00:22:44
really can't. But but the reality is is that the anxiety of not knowing, right?
00:22:49
And in for a lot of consumers and we used to say young consumers but the reality is we're talking about
00:22:55
millennials at this point and millennials no disrespect to them but you know they got a couple years on them
00:23:00
now. And so when we talk about millennials having done this for the first time and having the anxiety of
00:23:07
like I'm at a certain age and I'm never going to be able to buy a house or I
00:23:11
can't figure out how to do it. And people get stuck by the enormity and the complexity and the intensity and the
00:23:18
emotional sort of stress of having to do this. And we've talked about this. We
00:23:23
talk about this all the time. But the reality is you got to start somewhere. You got to start somewhere. And in this
00:23:30
particular instance, the reason we landed on this campaign or this platform called Someday Starts Today is because
00:23:37
the action will look different for every person. >> But you got to take the first step.
00:23:41
Barber, you got to figure out what you can what's your credit rating? What can
00:23:46
you afford? Are you if you're a renter, are you ready to move into a bigger rental property, a rental property, or
00:23:52
are you ready to buy now? Like we talk about those those different customer journeys because
00:23:58
>> every place if home is in the middle, everybody comes at it a different way.
00:24:03
Think about it like a bicycle spoke, right? Everybody's starting points can be a little different.
00:24:07
>> That's great. I really I mean really historically it's never been that way.
00:24:11
It's always real estate. I've always thought about it as a game. I used to
00:24:14
teach it in my marketing classes about like behavioral economics ideas of like the order you show people houses so that
00:24:22
you can upsell them, you know. You know, like I mean it was all it was so sleepy.
00:24:26
It was really a sleepy concept and that's why I have these very strong feelings about
00:24:32
>> very strong. Yes, these are strong feelings. Yes. >> But I I look at them as snake oil
00:24:36
salespeople. I I they're really not and I'm not you're not saying that. I'm just
00:24:41
telling you what I historically think about. But the idea of starting with the ideas, okay, forget all that. Let's
00:24:48
start with you. Let's start about what you can afford. Let's start about what
00:24:53
your vision is. Let's look at it from that point of view. >> That's such a better place to start.
00:24:59
>> Yeah. And and just and just to build on Barbara's point, Beverly, this is a
00:25:03
great opportunity because to Barbara's point, you know, we can now we you Zillow Zillow colleagues can now
00:25:11
>> your team now. >> No, this is this is interesting because to Barbara's point, Zillow can play a
00:25:16
role in rebranding the REAL ESTATE AGENT. AH, in other words, we can help Zillow can help create that trust almost
00:25:25
by association by look, we can bring this marketplace together, etc., and we can overcome those sleazy, you know,
00:25:30
whatever those baggage perceptions were of these folk and we can play a role in helping to rebrand the real estate
00:25:37
agent. Is that I mean, is that a fair characterization? >> That's a that that is a that is a that
00:25:41
is a a shade of it. I will say this, I don't know who Barbara has been interacting with.
00:25:47
>> Are you friends? You don't need no friends. Okay, WE'RE GOING TO WORK ON
00:25:52
BARBARA'S friends later, but but here's the thing. >> That's good. You know, a lot of people
00:25:57
the process of just negotiating >> is overwhelming and you're not and Barbara just said it when she talked
00:26:04
about buyers versus sellers, right? >> And so having someone who's fighting for
00:26:10
you is >> really important, right? Having an agent who understands what you're actually
00:26:17
looking for and can help you get to the good stuff faster. And in some markets, think about this for a second. The home
00:26:23
buying process can be incredibly competitive in some markets and in some macro environments. So, you want a
00:26:29
savvy, smart agent who knows what how much a house should cost, how much that neighborhood is worth, what you can what
00:26:37
you can really afford, where you can flex, where you can't flex, where you can where you can make the tradeoffs.
00:26:42
like having that person and us providing that real estate agent with the right tools to get the job done.
00:26:50
>> Game changer. >> But we all so we share cuz Barbara pointed out we share a consumer, right?
00:26:56
And real estate agents, we need to make this easier for them as well. Like so if
00:27:02
you think about it, if the if the person is sitting on their sofa after a long day, after a long commute,
00:27:08
the kids are in bed and they're trying to figure out like what's next? what can
00:27:11
we afford? We're ready to make the move. We think, we're not sure. And they're
00:27:15
scrolling around on Zillow. Having an agent by your side in that process empowers you even more. And so, I'm just
00:27:24
going to, this is my plea to Bart, >> to think about the power of a real estate agent, a good real estate agent,
00:27:31
as your partner in this. And so you wouldn't go into uh a a legal court case
00:27:39
without um any other kind of legal court. >> That's a much better positioning than
00:27:45
>> Yes. Yes. >> Never represent yourself in court. You know, you know the old saying
00:27:50
>> or I don't even want to represent myself in, you know, athletic stuff. I like to
00:27:54
have a personal trainer help me. You know, I don't want >> You want to have a personal trainer? You
00:27:58
know, if you got a twinge in your back, you don't try to become the or I don't
00:28:01
want to fix self diagnos helping me. >> So, I think Zillow has a very healthy
00:28:07
respect for real estate professionals, right? >> But for all of that, nothing happens
00:28:14
without empowering the consumer. And so my when we think about the next 20 years
00:28:19
of Zillow or the next 10 years of Zillow or the next one year of Zillow, I really
00:28:23
do want well-informed, empowered, >> thoughtful, uh, clients, consumers, uh,
00:28:31
buyers and sellers who have access to as much information as they can possibly have access to. I wanted
00:28:37
>> We're running out of time here. So, but what you're describing is in some sense
00:28:41
the world of AI, the world of data to the degree the and and I think of it even in medicine. You know, I've been
00:28:47
reading about how many patients use AI before they talk to the doctors and the smart doctors encourage that because it
00:28:55
makes the patient more informed, ask better questions, and you can get right to the point. And I think that's what
00:29:01
you're saying here. Instead of fearing the agent, you walk in with knowing what
00:29:06
you want, which is the way you started. Um, and having the data that empowers me
00:29:12
to understand what I can afford and what my expectations should be set at. And then I work with a a partner who like
00:29:21
uses your platform to identify appropriate leads. And you're kind of like a dating service in some sense. Um,
00:29:27
you're setting up these partnerships and you've got a better informed consumer
00:29:31
because of the Zillow data and you have an agent picking out the right consumers
00:29:36
that they're willing to spend time with and helping them find the right house
00:29:40
and helping them find the right thing. It's the same. I think I think this is
00:29:45
the world we're coming into the use of data, the use of AI to empower consumers
00:29:51
and to empower the agents. Um, and Zillow is what, 20 years in this business. They figured it out a long
00:29:58
time ago and the rest of us are just catching up. >> No, no, no, no. We do this with you. We
00:30:03
do this with you. But I will say this. I I Americus, I want to say this. The AI is going to supercharge the ability to
00:30:10
process and gather the data. >> Yeah. To help, >> you will still need to look for the
00:30:14
insight, >> right? And the insight is what will help us create campaigns and creative and
00:30:20
messaging that resonates with a consumer >> that feels personal to them. And so what
00:30:27
I don't ever want to do in this particular kind of business and I've done lots of different kinds of
00:30:32
marketing, right? But in this >> get to that, >> you can invite me back later. U remember
00:30:37
I'm coming to Philly. I'm coming to Philly. But but the reality is is because this is so personal to each
00:30:42
consumer and each agent who's running their business. I want it to feel like a
00:30:47
bespoke message to you. I want it to feel like Zillow is thinking about me. They're meeting me where I am and my
00:30:54
journey. They are helping me get the information I need. And that's a different kind of campaign to run. Like
00:30:59
that is so you start with this platform that someday starts today and recognizing that everybody's today is
00:31:05
different and everybody's starting point is different. But then you have to layer
00:31:08
on like where do I meet you? Where do you get this information? Is it on Tik Tok? Is it on Instagram? Is it on
00:31:14
>> the Grammys? Is it on the Super Bowl? Is it is it at a an experience where my
00:31:18
local community college, no, not community college, my local Wharton is hosting financial seminar on how to get
00:31:24
ready for my first home purchase. >> Yes. And we do that at Warden, not Okie
00:31:27
dokie. Uh >> yes. No, that's >> I'm so out of time. Beverly Jackson,
00:31:35
it's been so wonderful talking to you and it is very interesting thinking about what you're describing in Zillow,
00:31:40
but I also think what you're describing is modern marketing. You know, it's
00:31:44
about personalized customized marketing. Bringing an end user to an agent to, you
00:31:49
know, the B TOC to B2B market. Bringing them together on the platform of trust and data and information, you know,
00:31:56
that's customer centric. Like that's what you're describing and you're just
00:32:00
introducing this to the sleazy world of real estate. >> Barbara, real estate, one of the most
00:32:08
iconic important verticals in our economy. Be Beverly, I'm trying I'm trying to get Barbara to open up more.
00:32:14
She just won't express herself. She I don't know why. I got to get her to come
00:32:18
out of her shell. I I don't know why. I don't know what else I can do. You know,
00:32:21
>> we're going to get her an anxiety blanket. That's the >> Yes, we are.
00:32:25
>> We're going to throw her network and introduce her. I know some amazing,
00:32:29
incredible agents. Listen, you know what's going to happen, Barbara, is every one of my agent friends that lives
00:32:34
in the tri-state area is going to be ringing your doorbell. So, >> that's awesome. because there are some
00:32:39
amazing, incredibly talented agents out there. So, you let us know when you're
00:32:42
ready to buy your next home. >> Anyway, Beverly Jackson, it's been a pleasure having you on our show. Where
00:32:48
can our listeners go to find out all this information? Although, I think people know how to get to Zillow, but
00:32:53
tell us how to do it. >> Sure. So, I would encourage anyone to follow us on all of our socials. We are
00:33:00
sharing lots of information there. And the beautiful part about our socials is we aren't just promoting Zillow. What
00:33:05
we're doing is providing economic information. We're providing market data
00:33:09
information and we are literally helping to make it easier for consumers to be empowered as they begin this this
00:33:17
journey. Beautiful. So just remember that someday starts today. >> Wow, that was well done.
00:33:23
>> Really well. >> Well played. >> Talk about how professional is. She has
00:33:26
an amazing background. That's why she's so good. Anyway, thank you so much. That's all
00:33:32
the time we have for today. We would like to thank our producers Dion Simpkins and Marissa Rena. And thank you
00:33:38
all for listening today. We'll be back next week. Till then, this has been Marketing Matters on the Wharton podcast
00:33:44
network. I'm Barbara Khan here with America's Reed.