Steal A Page Out of Zillow’s Playbook

March 31, 2020

Right now is a good time to double-down on content.

Content is your most important marketing asset in a struggling economy. Here’s why …

No one knows how long this is going to last – 1 month, 3 months, 6 months, 12 months?

Content is the thing that gets people to know, like, and trust you (and your brand).

And if you create content right over the next 3 – 6 months, you can build relationships with people who will be your future buyers in Q3, Q4, and beyond.

Just because people might not be buying or selling a home right now, doesn’t mean that they don’t want education (or entertainment) from your brand and the local market to make purchasing decisions in the future.

If you’re wondering what type of content to create?

Steal a page out of ⚡️Zillow’s Playbook ⚡️

Note: It doesn’t matter how you feel about the big Z … this is smart. They are putting themselves in the customer’s shoes and addressing their biggest concerns in a smart way.

1. They’re running relevant ads (on Facebook & Instagram). 

2. They’re directing traffic to a resource page that answers buyer’s, seller’s, and renter’s concerns in the midst of COVID-19. (Here’s a link to the resources page). 

Here’s a quick video walk-through of their marketing strategy in play:

How Can You Apply This To Your Business?

What if, in addition to doing a “wellness” checkup with your top 20% of your database, you also created a resource page or an email to answer your customers and prospects concerns given the current market environment? It could be a simple F.A.Q. email that you send to your database or it can be a simple 1-2 marketing strategy like this one, straight out of Zillow’s playbook!

And if you have the Facebook Tracking Pixel installed on your website you can always retarget these sites visitors 30, 60, and 90 days out.

Simple, and effective.