Zillow Group, ‘COPE’-ing + content marketing brilliance

 Zillow Group, ‘COPE’-ing + content marketing brilliance

“Great stories live forever.”

Zillow Group’s director of content marketing Stephanie Reid-Simmons described the core ethos of her firm's significant content marketing play this way. While self-evident, it’s also critical for successful content marketers to know in their DNA -- it’s an understanding that drives Zillow Group's powerful, successful content, especially since emotion is a fundamental tenant of its brand.

Zillow Group has captured some powerful stories, for both its consumer audience and its agent audience, the latter as the revenue engine that powers the big ship. See the firm's Zillow TV YouTube channel, which features high-production mini-documentaries of people and homes in themed shows such as “Sanctuary” and “Home Makers.”

The tyranny of trust

The tyranny of trust

As the nation hangs its head and philosophically (uncomfortably) stares at its navel and ponders whether there's really a there out there, trust crumbles all around us.

With alternative facts, fake news and partisan minds dominating the media landscape, where does that leave connection, faith, community? Besides indoors, those vital components of society stick even tighter to authenticity, passion and sense.

It also makes quality hyperlocal, community content (whether local applies to a niche audience or a geography) more relevant and engaging than ever. But we all know that isn't easy.

ICNY Wrap

ICNY Wrap

NEW YORK CITY -- Another Connect down. Brad and the Inman team keep executing, and expanding, the conference into a must-attend event in residential real estate. By all accounts, Hacker Connect -- the technologist-focused event, which debuted on Monday -- was a success, but left many exhausted who faced a week straight of the endless connecting that Connect stimulates. 

This was the first Connect I felt more pulled to the lobby and the demo floor than the sessions -- hope to avoid that consultant black hole in the future. 

Other than many real estate questions I pondered this week, a modern art one (from a visit to the Met) popped up -- what makes a Jackson Pollock so interesting to look at, leaves the brain tickled?

Machine learning + the great CRM integration

Machine learning + the great CRM integration

NEW YORK CITY -- Customer relationship management platforms are amazingly powerful and increasingly central to everything real estate agents do. That's why there's a glut of them in the market -- Contactually, Follow Up Boss, Top Producer, Chime, Firepoint, Wise Agent, BoomTown, Commissions Inc. (CINC), Kunversion.

I wrote about BoomTown, CINC, Chime and Firepoint five months ago during Inman Connect San Francisco as representatives of the burgeoning IDX website-CRM-marketing integration real estate software space. It's huge -- merging user-behavior information with a CRM that spotlights leads likely to transaction based off this data makes agents more focused and efficient.

Many of these CRMs are building in the ability to track where leads come from, conversion rates for specific lead sources and potential ROI for each channel spend. That's a huge promise but still appears to be mostly smoke, as firms have yet to really deliver on that promise. (If you're one of these companies, reach out, I'd love to dive in and profile you). 

Inside Outbrain: content marketing is about distribution

Inside Outbrain: content marketing is about distribution

Editor's note: Sorry for the unscheduled break from the blog. I've been focused on my duties as managing editor of the Swanepoel T3 Group. The last few months have been consumed with editing and preparing the Swanepoel Trends Report (release date: Feb. 1, 2017), an in-depth report analyzing the huge trends that will shape residential real estate for the foreseeable future, and the Swanepoel Power 200 (release date: Jan. 9, 2017), the definitive ranking of the most powerful leaders in residential real estate.

Great content is gold, getting it seen is diamonds raining from the sky.

Distribution is hard and expensive. If a new post hits the blog forest, and stays there, it doesn't make a sound. Ask any publisher, Facebook has them in a stranglehold -- you have to spend money to get content seen. If you're a media company and want to grow audience on the platform, you're paying for Page likes, too.

Facebook is a great option, and comes with a regular tithe, and email marketing is also effective, but, if you're like me, you protect your inbox like a castle guard, spear in hand -- a tough barrier to crack.

I've been writing about the power of real estate content marketing -- I help firms and agents devise and execute smart strategies around it -- and distribution is always a tricky beast.

How to be digital mayor of your town, 7 insights

How to be digital mayor of your town, 7 insights

Four years ago, the small business client engagement software maker Groove was languishing. That's when it turned to content marketing, and saw website traffic, and revenue, grow.

Groove chief marketing officer Len Markidan broke his firm's content marketing strategy down at Curaytor Excellence, the annual conference for real estate tech and marketing firm, Curaytor, a great HageyMedia client. 

Content marketing is much more than just content. It's having a full-spectrum strategy from content planning to distribution to measurement.

Markidan outlined how Groove got scientific with content and started winning, in seven steps:

Real estate content marketing guru Marguerite Giguere spills her secrets

Real estate content marketing guru Marguerite Giguere spills her secrets

Tacoma, Washington, real estate agent Marguerite Giguere knows content marketing.

Her site MoveToTacoma.com, which houses blog posts and podcasts, accounts for 75 percent of her real estate revenue, thanks to the caring-filled rich community content she consistently publishes on it.

If real estate brokers or agents doubt content marketing's efficacy, or don't know quite what the practice is, Giguere's a good person to ask. And so we did.

Her answers below market the latest edition of HageyMedia's "What is content marketing" interview series. See others in the series: New Jersey broker Joe Rand, Seattle agent team leader Kim Colaprete and Seattle broker Sam DeBord.

Mor Zucker, The Denver Ear and the real estate content marketing long play

Mor Zucker, The Denver Ear and the real estate content marketing long play

The Denver-focused community website The Denver Ear attracts approximately 140,000 readers each month.

It’s not a local journalism site, but a content marketing play by Denver real estate agent Mor Zucker. That might not be clear at first glance.

Zucker focuses nearly all of her content on topics other than real estate: a compilation of the city’s best haunted houseswhat to do with kids on upcoming weekendsspotlights on local favorites.

The homepage features a faint glimmer of real estate branding. On mobile, Zucker’s real estate logo shows up at the bottom of the page. On article pages it shines a little brighter, with a call to action at the bottom of each post. (see the image below).

Thanks to Zucker’s original, high-quality content her light touch leads to an average of five buyer clients each month.