Jeremy Wacksman, CMO of Zillow

Leaning Into Brand: Capturing Whitespace and Category Leadership the Zillow Way

Dyuan
Dyuan
Jul 27, 2017 · 2 min read

Jeremy Wacksman, CMO of Zillow, shares how the company’s media strategy evolved over time from pure organic to paid awareness in building the leading brand in real estate.

Zillow was launched in 2006 with a simple yet bold idea — to build the world’s largest home-related marketplace and transform the way people bought real estate. The company immediately took off, growing largely through word-of-mouth, but it was paid media and advertising that enabled Zillow to build a nationally recognized brand and fuel the sustained and rapid growth it has experienced for years.

I recently had a chance to talk with Jeremy Wacksman about how marketing shaped Zillow’s trajectory and lessons learned along the way:

  • Zillow’s evolution from organic to paid awareness
  • Pattern recognition: What opportunity did Zillow see, why did the team decide to “really lean into brand?”
  • Performance TV 101

For the inside story of Zillow’s epic marketing journey, settle back and click play.

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The views and opinions expressed in the transcript above are those of the speakers and do not necessarily reflect those of TCMI, Inc. or its affiliates (“TCV”). This transcript is not an offer to sell or the solicitation of an offer to purchase an interest in any private fund managed or sponsored by TCV or any of the securities of any company discussed. The TCV portfolio companies identified above are not necessarily representative of all TCV investments, and no assumption should be made that the investments identified were or will be profitable. For a complete list of TCV investments, please visit www.tcv.com/all-companies/. For additional important disclaimers regarding this document, please see “Informational Purposes Only” in the Terms of Use for TCV’s website, available at http://www.tcv.com/terms-of-use/.

Dyuan

Written by

Dyuan

dad, investor, ambivalent about self descriptions

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