How Zillow Supports Real Estate Agents Through Marketing and Innovation
- Feb 20, 2026
- 33:56
- Full Episode
ABOUT THE EPISODE Beverly Jackson, vice president of brand and product marketing at Zillow, joins Barbara and Americus to explain how the company’s two-sided marketplace, consumer-first philosophy, and campaigns like “Someday Starts Today” leverage data, AI-driven tools, and brand storytelling to reduce uncertainty, build trust, and modernize the home buying and renting experience.
ABOUT THE PODCAST Marketing Matters is hosted by Wharton marketing professors Barbara Kahn and Americus Reed. Each week they discuss marketing and advertising trends, consumer behavior, data and analytics, the latest in retail marketing, brand-building, and much more with their expert guests. Episodes are recorded at the Wharton School.
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Brief Summary
Beverly Jackson discusses Zillow's role in real estate, consumer empowerment, and the importance of trust in home buying.
Key points
- Zillow's Empowering Model. Zillow aims to empower consumers with transparency in real estate transactions.
- The Zestimate: Original AI. Beverly Jackson likens the Zestimate to the original AI, revolutionizing home buying.
- Building Trust in Real Estate. The conversation touches on the importance of trust between consumers and real estate agents.
- Empowering Consumers. Zillow aims to provide certainty and support for consumers navigating the home buying process.
- Someday Starts Today Campaign. Zillow launched a campaign to help consumers take the first step in home buying.
Episode highlights
- Zillow's Empowering ModelZillow aims to empower consumers with transparency in real estate transactions.“Zillow empowers real estate agents who are in fact the subject matter expert.”0:24Feb 20, 2026
- The Zestimate: Original AIBeverly Jackson likens the Zestimate to the original AI, revolutionizing home buying.“I think about the Zestimate as the original AI.”9:06Feb 20, 2026
- Building Trust in Real EstateThe conversation touches on the importance of trust between consumers and real estate agents.“What you really want is a real estate agent who knows the market.”11:13Feb 20, 2026
- Empowering ConsumersZillow aims to provide certainty and support for consumers navigating the home buying process.“Consumers are a northstar.”19:07Feb 20, 2026
- Someday Starts Today CampaignZillow launched a campaign to help consumers take the first step in home buying.“This isn’t a campaign for us; it’s really important for the team.”21:58Feb 20, 2026
