How to Make Marketing Personal Again

With the sheer number of ads that consumers are exposed to today — about 10,000 brand messages each day — simply refining your current marketing strategy is no guarantee your message will break through the clutter.

According to Greg Schwartz, Zillow Group’s president of media and marketplaces, it’s time for a whole new approach.

Here are three key takeaways from Greg’s talk at New Construction Forum 2018.

1. “Personalization at scale allows us to be superheroes as marketers, to reach each customer as an individual.”

In today’s digital age, we are humans in a world of machines. Home buyers have a ton of resources at their fingertips. To be their go-to resource, you have to meet their needs on an individual level. Surprisingly, a robotic approach — big data and machine learning — triggers personalization, allowing marketers to be more human with their customers, not less.

2. “We’re reimagining the mediums in which we personally interact with our consumers — ultimately delivering that delightful experience of ‘press a button and have magic happen.’”

A phone call has been the primary conversion method in new construction, but in the digital age of robocalls, customers want to protect their privacy. It’s likely that phone calls will be replaced with texting: a virtual, more anonymous communication that puts control in the buyer’s hand. At Zillow Group, we are dedicated to understanding buyers so we know how to communicate most effectively — and help you do the same.

3. “Leads — as we have known them — are dead. It’s all about outcomes now.”

For years, marketers have used leads to measure and define success, but buyers don’t see it that way. They define success based on the outcome: a great experience and a great new home. Zillow Group makes huge investments in ensuring that buyers have a positive experience as they search for a new home.

Want to know more? Contact us to learn more about what Zillow Group is doing for new home buyers and builders.