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CNHI-Zillow Partnership Handling Objections. Jason Maly Senior Product Manager CNHI Interactive Media [email protected] Pointers:. Objections signal that client is engaged Some tactics to respond:

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CNHI-Zillow PartnershipHandling Objections

Jason Maly

Senior Product Manager

CNHI Interactive Media

[email protected]


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Pointers:

  • Objections signal that client is engaged

  • Some tactics to respond:

    • •Ask questions? “Are you saying that you see this as an expense rather than an investment?” – ensures real objection

    • •Listen, pause, restate and handle – makes client feel “heard” and allows you time to think through how to handle response

Zillow.com Confidential


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Objections:

  • Why did [insert newspaper] decide to partner with Zillow?

    • •Together [insert newspaper] and Zillow can provide realtors with a one stop marketing solution that covers

      • o Massive Audience

      • o Local and National Reach, Print and Online

      • o Targeted Customers

      • o Innovative and Targeted Advertising

3/10/2014

Zillow.com Confidential

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Objections:

  • How is Zillow different than Realtor.com or Yahoo! Real Estate?

    • •Zillow is among the second largest real estate Web sites with 7 million monthly unique users.

    • •Two-thirds of Zillow users are actively buying a home or plan to in the next 12 months

    • •54% of homebuyers use Zillow as part of their home buying process. (CAR Study)

3/10/2014

Zillow.com Confidential

4


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Objections:

  • Isn’t Zillow just trying to make Realtors obsolete?

    • •Nothing could be further from the truth. Buying a home is an expensive, emotional and complex transaction and you simply can’t do it with an online click of a button.

    • •Agents will always have an important role in the real estate transaction.  Zillow's goal is to help people find lots of information about real estate online, including finding the right real estate agent.

3/10/2014

Zillow.com Confidential

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Objections:

  • Zillow distributes incorrect data, mislead consumers and tries to profit off our content…

    • •I’m sorry you feel that way.  Zillow’s intent is to help consumers find online access to the information they are seeking about real estate – whether that’s public data like comps or prior sales; homes on the market today or the right agent. NAR data shows 80% of home buyers do research online before ever contacting an agent.

    • •7 million homeowners come to Zillow every month, with two-thirds actively buying or selling.  Our goal is to give them a starting point of knowledge, and help them find professionals like you when they are ready to talk.

3/10/2014

Zillow.com Confidential

6


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Objections:

  • The market is in a downturn, why should I be investing a Zillow/[insert newspaper] marketing campaign today?

    • •Despite the market’s downturn, Zillow has been able to build their site from zero to more than 7 million visitors every month.  Combine that with the local presence the newspaper brings to the table and your listings receives a lot of exposure

    • •Remember, two-thirds (66%) of the traffic on Zillow is actively buying/selling a home

3/10/2014

Zillow.com Confidential

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Objections:

  • I’m already happy with my local MLS and/or Trulia, GoogleBase, Realtor.com. Why should I do this too?

    • •Traffic - Zillow attracts 7 million visitors per month. Combine that with the local presence the newspaper brings to the table and your listings receives a lot of exposure.

    • •Unique Traffic – 77% of Zillow traffic never visits Realtor.com, 78% never visit Yahoo! Real Estate and 88% never visit Trulia.com.

    • •National & Regional Coverage - More than 30% of people move greater than 50 miles from their current home (NAR Buyers and Sellers Report, 2006).  In order to capture 100% of potential buyers, you need to cast a wide net.

    • •Print & Offline – 70% of buyers consider themselves Internet buyers, 30% consider themselves Traditional, You need to be in both channels to effectively market your listing

3/10/2014

Zillow.com Confidential

8


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Objections:

  • Why would I post my listings on Zillow today?  They have Zestimates on your site that disagree with my price.

    • •The Zestimate is a starting point, Zillow has never been inside the home.  It’s not meant to replace the local knowledge and firsthand relationship of a real estate professional. The word ‘estimate’ is a big part of ‘zestimate’

    • •As such, when a home goes on the market, the sale price becomes the most prominent and relevant number and the Zestimate takes a backseat.

    • •Zillow already has over 3 million listings displayed on the site from such brokers as C21, Coldwell Banker, Prudential.

    • •Additionally, by posting the home for sale on Zillow, you can add information to explain why the Zestimate may be off (recent remodel, 2 more bedrooms than in records, etc.) 

    • •Buyers and sellers are on Zillow today even if your listing is not. We can tell when a home goes on the market because the PV's increase by 70x; don't you want your voice and brand to be a part of these conversations?

3/10/2014

Zillow.com Confidential

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Objections:

  • I need local and regional coverage. Why would I advertise with Zillow and [insert newspaper]?

    • •Traffic - Zillow and [insert newspaper] are able to cast a large net for your listings driving over 7 million monthly visitors from Zillow plus [insert newspapers traffic]

    • •National & Regional Coverage - 30% of people move greater than 50 miles from their current home (NAR Buyers and Sellers Report, 2006).  In order to capture 100% of potential buyers, you need to cast a wide net.

    • •Print & Offline – 70% of buyers consider themselves Internet buyers, 30% consider themselves Traditional, You need to be in both channels to effectively market your listing

    • •Combining Zillow with a newspaper ad buy is the best of both worlds covering all potential buyers –  offline, online, local and national

3/10/2014

Zillow.com Confidential

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Objections:

  • I thought I could post my listings for free on Zillow. Why would I want to pay to advertise when I can get a free listing?

    • •True. Today, agents or brokers can create basic listings on Zillow for free and upload as many photos as they want and all the links and traffic are 100% free. 

    • •However, there are more than 2 million listings on Zillow today and if you want to bring more visibility to your listings, then Zillow and [insert newspaper] offers plenty of opportunity to step on the marketing gas pedal and drive more traffic to your listings

3/10/2014

Zillow.com Confidential

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Q & A:

3/10/2014

Zillow.com Confidential

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