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Rich Barton CEO of Zillow Risks Certain Criticism- does it anyway…

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zillowcom-on-realtorgeniuscom.jpgOne thing is absolutely certain- I can truly respect anyone the stands behind their product, knowing the world might criticize the outcome. Rich Barton, CEO of Zillow.com risked it all by placing his own home on Zillow with a Zestimate that even he didn’t fully agree with. Facing certain criticism, the Z.E.O. did it anyway. As a Tech Celeb, he could have hidden behind privacy or any number of excuses, but he chose to stand behind his product. Whatever one wants to say about Zestimates, you certainly have to respect him. Cheers to you, it says a lot about your personal character… The home is now pending.

Read the full article by Rich Barton:

“I’m sure thousands of you have been following the saga of my attempts to sell my house in Seattle (OK, maybe not thousands, but it certainly feels that way). Even the Wall Street Journalgot involved in ribbing me, highlighting the fact that even the CEO of Zillow can’t seem to price and sell his own house with an article recently entitled, “The Boss’s Product Test.”

Benn Rosales is the Founder and CEO of The American Genius (AG), national news network for tech and entrepreneurs, proudly celebrating 10 years in publishing, recently ranked as the #5 startup in Austin. Before founding AG, he founded one of the first digital media strategy firms in the nation and also acquired several other firms. His resume prior includes roles at Apple and Kroger Foods, specializing in marketing, communications, and technology integration. He is a recipient of the Statesman Texas Social Media Award and is an Inman Innovator Award winner. He has consulted for numerous startups (both early- and late-stage), has built partnerships and bridges between tech recruiters and the best tech talent in the industry, and is well known for organizing the digital community through popular monthly networking events. Benn does not venture into the spotlight often, rather believes his biggest accomplishments are the talent he recruits, develops, and gives all credit to those he's empowered.

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11 Comments

11 Comments

  1. Sock Puppet

    May 23, 2007 at 1:50 am

    Don’t miss the all important point. He used a realtor too. It’s not Zillow vs Realtor, it’s Realtor vs Realtor + Zillow.

    -Athol

  2. B. R.

    May 23, 2007 at 7:43 am

    No doubt, excellent point…

  3. Louis Cammarosano

    May 23, 2007 at 3:13 pm

    As I see it, Rich Barton had no choice but to stand by his product as accurate or inaccurate as it may be.

    Afterall Zillow has gone to great public lengths to convince people that somehow their web site can accurately value homes for sale. Zillow has gone as far as claiming that they are the “Kelly’s blue book of homevaluations” (a foolish analogy as cars are fungible depreciating assets while home are unique and generally appreciating assets)

    Zillow lives on hype and having Barton’s home for sale on Zillow is just another example of it.

    Zillow is doing nothing new or innovative by providing their “Zestimates” based on publically available data. HomeGain, the company at which I am the General Manager had an instant homevaluation tool on our site seven years ago!

    We recently relaunched our instant home valuation tool and will add upgrades to it tomorrow night.

    You can check it out at https://www.homegain.com

    Unlike Zillow, we do not claim that it will provide pinpoint accuracy but rather an estimate (a real word, not a sale pitch).

    HomeGain also provides a range instead of an exact number to drive home the point.

    For some real differences between HomeGain and Zillow see blog thread “Why HomeGain Beats Zillow” at https://www.futureofrealestatemarketing.com/why-homegain-beats-zillow

  4. Sock Puppet

    May 23, 2007 at 6:16 pm

    So just how accurate is the HomeGain AVM then? How close to actual sales prices does it get?

    Which AVM gets closest to actual sales figures?

    -Athol

  5. louis cammarosano

    May 23, 2007 at 7:42 pm

    It depends. Both HomeGain and Zillow use publically available information to come up with their estimates.

    The difference is that HomeGain believes that Realtors play an important role in not only assessing how much your home is worth but going out and actually getting that value for you.

    For that reason, HomeGain’s Homevalation tool does not strive to give an exact valuation – we provide a range- as we believe that its nearly impossible to provide such precise valuations.

    A house is only worth what you can get for it and a Realtor helps you get your price. Trying to value homes precisely through market data is not the same as the minute by minute market values provided by Nasdaq with respect to heavily traded stocks.

    Because of the transparency of the stock market you don’t need a stock broker to get you a better deal on Yahoo or Microsoft stock.

    But often to get the best deal on your home you need a Realtor.

    HomeGain’s service is designed to help consumers who are interested in working with Realtors find one.
    But why not do a side by side comparision of Homegain and Zillow? (just for fun) https://www.homegain.com

  6. Sock Puppet

    May 23, 2007 at 8:12 pm

    Oh I’m tempted to side by side them believe me.

    I’m a newer agent and my split isn’t that great just yet, so I’m kind of concerned that your 30% on my gross commission will eat 80% of my profit though. At least the money gets removed from me at the sale rather than with that HouseValues monthly [not my blog so not using this word].

    I think I’d have to do 4.5 times the volume to break even with what I make now. That sounds drastic I know, but I’m crunching the numbers to see how that affects earnings over the long run.

    Assuming HomeGain can actually supply me with leads that actually result in a transaction, I’d view these transactions as a strategy of nothing but break even sales in order to seek market share, a higher split and a higher profile.

    On the other hand, the average home price in my town is just over $200,000. I figure HomeGain’s slice would be $1800 on a 6% commission. I could get 180,000 Zillow impressions for that much. Basically have my face on every Zillow viewed page in my area for the next 12 months.

    Please advise.

  7. louis cammarosano

    May 23, 2007 at 8:18 pm

    Sock puppet. Sounds like our agent evaluator program may not be for you.

    We have other products that may suit your needs.

    Our buyerlink product allows you to pay per visitor to your own web site on a cost per visit basis.

    Our Source For Seller product allow you to be the featured agent on each hval we deliver and to receive some leads, emails and phone calls from the exposure.

    Try this for a complete description of all our products
    https://www.homegain.com/agent/realestateagent?ht=hp_rnav_agent_enter

    If you have further questions, let’s take this discussion of this thread. You can email me at louis@homegain.com

  8. Sock Puppet

    May 23, 2007 at 9:06 pm

    Um all those pages seem to do is ask for my personal information.

    If I’m to have my name and face beside the AVM, I kind of need to know how accurate it is…

    If people are looking for a realtor online, can’t they just Google search for one? I’m so confused why you charge 30% of a gross commission to get someone introduced to a realtor.

    -Athol

  9. Louis Cammarosano

    May 24, 2007 at 8:01 am

    Hi Athol

    I’d love to answer your questions here, but this is a blog about Rich Barton and Zestimates and we need to respect the topic.

    Please contact me and I can give you more information about HomeGain’s products.
    Regards
    Louis

  10. HomeGain Hype

    October 22, 2007 at 11:10 pm

    Why is Louis Cammarosano so hell bent on attacking Zillow every chance he gets? He is always disparaging the Zillow tool yet he trumpets his own tool on HomeGain which is even more inaccurate than Zillow’s. I think it is just a bad case of envy because of the attention Zillow is garnering. BTW anyone who thinks a computer generated program can substitute the services of an appraisser or real estate agent deserves the ill-effects of their lack of common sense.

  11. Barry Preusz

    October 18, 2008 at 3:52 pm

    I admire anyone who exhibits true character. Zillow could be a more valuable tool to consumers and Realtors if the fake FSBOs were cleaned up. Somehow a validation tool needs to be implemented to screen out the homes for sale that do not even exist.

    Barry Preusz

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Business Marketing

A personalized daily digital marketing checklist

(MARKETING NEWS) For all businesses, it is not only essential to develop an digital marketing strategy, but also necessary to utilize it in order to gain customers, and ultimately make a larger profit. This app can help.

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clearpath digital marketing

There is no doubt that starting your own business can be overwhelming. Along with promoting your business at events, meetings and in person, digital marketing strategies play a key role in the success of a company. For all businesses, it is not only essential to develop an online presence, but also necessary to utilize it in order to gain customers, and ultimately make a larger profit.

Simply creating a website and Facebook page for your business is not enough. However, software tools can help simplify digital marketing. ClearPath is a tool that organizes and creates tasks to optimize your online marketing. By creating to-do lists for you based on your online marketing strategy, you can focus on the areas of marketing that improve your business, all the while receiving useful tips and advice.

Using ClearPath is pretty straightforward and only requires one prerequisite. Before beginning, you must have a website.

If you are already lost, don’t panic. ClearPath can help you develop an online presence. Once your website is linked up, you get to choose the marketing channels that you would like to focus on. These include Search Engine Optimization (SEO), email, social, content, analytics, local, pay-per-click (PPC) and Conversion Rate Optimization (CRO). Again, if you are lost, ClearPath is there to help you strategize.

After ClearPath analyzes your site, they start sending you customized tasks based they believe can improve your online marketing.

As you finish each task, you can simply check it off and it will disappear. New tasks will appear each day, and some may even repeat as they need to be updated.

Whether you are well-versed in digital marketing or not, staying updated with the newest ways to optimize your business online is a constant struggle. Tools like ClearPath give people a place to start. Although I don’t think it can supplement an active and experienced digital marketer, it is a tool that can help small businesses that cannot afford to add to their team yet. At the end of the day, it aims to save you time. And since time is money, your business will hopefully be more profitable.

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Business Marketing

What you absolutely *must* know about digital marketing in 2019

(MARKETING) Because you have a pulse, you know you should be focused on digital marketing, but if you haven’t been, this guide will get you up to speed quickly!

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social media digital marketing

Justin Staples is an entrepreneur who specializes in providing businesses with results-driven SEO, custom web design, and content development. Below, he offers a modern guide for any business to ensure their efforts are modernized and effective:

Growing a successful business is anything but easy.

If you want your business to scale, you need more than a good product or service. You’ll also need tried-and-tested processes to deal with anything from sourcing products, managing employees, dealing with customers, and more.

Beyond that, you also need to figure out how you can reach as broad of a customer base as possible, and that comes down to marketing.

There are a thousand ways to market your business. However, every day that passes, digital channels become more important. Now more than ever, customers are more likely to look up products online before spending a single dollar.

If you’re not familiar with the concept of digital (or online) marketing, now’s a great time to learn some basics, so let’s get to it.

A Quick Introduction to Digital Marketing:

Every type of promotional activity that involves electronic devices falls under the banner of digital marketing. However, some online channels are far more important than others when it comes to promoting your business.

Social media is the easiest example. Unless you’re a hermit, almost everyone you know probably uses it.

Perhaps the best thing about digital marketing is it enables you to reach a far broader audience than old-school approaches – such as handing out flyers, magazine ads, and others.

If you run a local business, you can use online marketing to gain customers from all over the country, and even the world (depending on what you’re selling!). It all comes down to choosing the right channels.

10 Must-Knows of Digital Marketing in 2019:

In this section, we’ll walk you through the key terms you must know to get started with online marketing and some of the best channels you can focus on.

Keep in mind – some businesses will find more success in some channels than others, and it all depends on who your audience is. By the time we’re through, you’ll have all the information you need to make some important decisions!

1. Framework

Throwing money at marketing without a plan might work, but it’s not a sustainable or scalable approach.

To reap the full benefits of online marketing, you need a framework, which is a fancy name for a business plan. Here’s what it should outline:

• What your goals are (i.e., finding new leads, getting more traffic, sales, etc.)?
• Who is your audience?
• What online channels will you focus on?
• How much money do you plan to spend?
• What process will you use for tracking your results?

Frameworks are the basis of a great online marketing strategy. By laying out all that information, you’ll gain insight into why some marketing approaches work while others fail.

2. Brand Story

Branding is essential for any business. It enables you to establish relationships and build trust with your audience, which can help transform them into customers and keep them around.

The concept of branding is often very vague, but you can boil down what your brand is by answering a few simple questions:

• Who are your ideal customers?
• What problem do you help those clients solve?
• How do you want your audience to perceive you?

To put it another way, the products and services you offer may be at the core of your business. However, it’s your branding, web design, and the value you bring to your customers that determines what they think about you.
Before you embark on any marketing endeavor, you need to have a clear idea of what your brand is or what you want it to be. That way, you’ll be able to keep things consistent throughout every channel.

3. Traffic Acquisition and Conversions

When it comes to online marketing, we often don’t talk about sales, sign-ups, or leads. Instead, we refer to those things as “conversions.”

The more traffic you can drive to your website using digital channels, the more potential conversions you get. Those conversions might not always lead directly to sales, but ideally, they’ll get you one step closer to that finish line.

At the end of the day, the value of your services is what convinces visitors to become clients. Digital marketing is just the set of processes you use to get them in the door.

4. Paid Ads

Most online channels enable you to pay in exchange for traffic. That includes social media platforms, search engines, websites, and more.

Depending on which channel you use, you’ll be able to run different types of ads. Usually, you’ll pay for clicks, impressions, or more specific interactions.

In online marketing, we refer to groups of paid ads as “campaigns.” Ideally, you’ll test different campaigns across marketing channels, figure out what works, and then scale upwards to get more conversions.

5. Email Marketing

When it comes to digital marketing, email is king.

Almost 90% of online marketers use it as their primary channel. That’s no coincidence, either – email marketing offers an average ROI of 4400%, and that’s not a typo.

To reap the full benefits of email marketing, you’ll need to build up a sizable list of subscribers and develop engaging campaigns. It’s a ton of work, but the numbers speak for themselves.

6. Live Chat

If you take a quick look at some of your favorite websites, we’re willing to bet a lot of them have live chat windows.

Nowadays, live chat is by far the most popular channel for customers to communicate with you. In fact, 44% of visitors say having someone that can answer their questions directly is a big factor deciding whether to make a purchase.

Once someone gets to your website, it’s your job to explain what your products and services can do for them. The best way to do that, by far, is telling them yourself, and live chat provides you with a channel that enables you to do that.

7. Affiliate Marketing

Think about affiliate marketing as a commission program for the digital age. In short, businesses that run affiliate programs pay end-users or marketers to promote their products.

These days, affiliate marketing drives over 16% of all e-commerce sales, which is a staggering figure. If you can set up an attractive affiliate program, it can become a cornerstone of your digital marketing strategy.

8. SEO

If you’re trying to grow an online business, then you need to learn how to love search engine optimization (SEO).

Search engines can make or break websites. If your business shows up on a high position in the search engine result pages (SERPs) for popular terms, they can drive massive amounts of traffic to your website.

The problem is, there’s no magic formula when it comes to SEO. What you can do is follow best practices, which evolve all the time as search engines refine their algorithms.
SEO involves a lot of trial and error, but it’s key to the growth of most – if not all – online businesses.

9. Public Relations (PR)

If you want to get people talking about your business, one of the best ways to do it is through good old-fashioned PR.

Traditional press releases, for example, can drum up a lot of interest if you can get attention from publications with a big following.

Nowadays, there are a lot of online tools you can use to build relationships, with leading online publications. What that means is that in 2019, you don’t need the help of a PR firm to get the word about your business out there.

10. Social Media

As a marketer, the only thing you need to know about social media is that almost 44% of the entire world uses it.

Some platforms are more popular than others, of course, and not all of them might be a great fit for your business.

What you want to do is identify which social media platforms are more popular among your audience, and then use them to promote your business. In most cases, that means running paid ads, setting up profiles to promote your content, and engaging with your followers as often as possible.

What Digital Marketing Will Look Like in 2020:

The main thing you need to know is digital marketing is only becoming more important with every year that passes. Over half of the world’s population is already online, and a lot of them use the internet to decide where they’re going to spend their money.

As far as specific trends go, 63% of online marketers say they want to focus on social media in 2020.

Mobile use only keeps growing as well, which means more and more people are using voice searches to find what they want. Making sure your digital marketing strategy is mobile-friendly is key to staying relevant.

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Business Marketing

Create perfectly coordinated font combos with this online tool

(MARKETING) Typography is an important component of any design. Type Genius helps ensure everything coordinates beautifully.

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Designing a website can be one of the most important things you do to boost your business presence, but doing it on your own can be frustrating, and hiring someone can sometimes become costly. Luckily, there are several other alternatives you can examine to to help your business shine.

Type Genius is one such alternative. This site helps you keep typography clean, consistent, and professional. Typography is the art of creating and arranging text in a visual manner. This is one a fairly critical element of your design, especially considering all the advertising placed in front of consumers on a daily basis. It becomes even more important to design and use type in such a way that it attracts the reader’s attention and gives them a clear understanding of the message.

After all, the advertising will not do any good, if no one wants to engage with it. This is where Type Genius comes in to help.

When you click on the site, you will be prompted to select a font style you would like to start with; if yours is not listed, try to find the closest match. Once you have selected your starting font, Type Genius helps you find subsequent complementary fonts to enhance your website, or marketing materials. By having fonts that truly “go together” your marketing materials will look more professional and become more useful.

For example, I selected, “Comic Serif Pro” as my desired starting font and the suggested font was “Quicksand.” They look similar, but there is enough difference that you could use one for titles and the other for headers to emphasize the differentiation.

Type Genius displays the new font for you to see and if you like it, you can find the suggested font quickly by clicking on the gray square right above the description; this will launch a Google search for the font. This is a great place to begin formulating design ideas before you take a bigger leap into web site design or promotional materials.

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