Jackson’s role at Zillow is focused on finding the critical balance between the consumer’s aspirational search (“dreaming”) and the transactional reality of the agent-led process. She draws from a career spanning 25 years, which includes positions with Twitter, Activision and MGM Resorts.
Jackson’s role at Zillow is focused on finding the critical balance between the consumer’s aspirational search (“dreaming”) and the transactional reality of the agent-led process.
Highlights
She stresses that marketing must be the voice of the customer and that Zillow does tech so that agents and brokers can do real estate. Zillow advertising campaigns like “Journey Home”, which focus on the emotional journey of clients, have been successful, according to Jackson. Agents are positioned as indispensable characters who manage the chaos and clear the way. Jackson says that the key to success is authenticity. She encourages agents to share stories from their heart and tell them in their own words. Jackson explains that authenticity is the secret sauce, urging agents to use their voice and tell stories they know. She advises them to dig into Zillow’s local market data for unique content.
Furthermore, she highlights the reality that homebuying is often a group decision, with the agent having to navigate the expectations of the buyer, parents, social media influencers, Pinterest boards and YouTube advice.
Jackson provides agents with a direct, tactical blueprint for building a digital brand, emphasizing that agents are living these stories every day and owe it to themselves to become their own authors and narrators.
Her actionable advice includes:
Invest in affordable tools (tripod, microphone, smartphone camera)
Identify your superpower, and double down on it
- Be consistent across platforms, and use the same name and handles everywhere for better SEO
- She urges agents to overcome the fear of public vulnerability, reminding them that they are talking to the “handful of people that need to hear you,” not everyone.
- Kits to get started:
This kit
has everything you need: A microphone, phone stabilizer, LED light and more for under $200.
- If you have a bit more to spend, this is another great option
- , with everything you need for less than $900.Connect with Beverly Jackson on LinkedIn
.Real Estate Insiders Unfiltered is now exclusively on Inman. Listen to agent and team focused content each Monday and weekly leadership interviews every Wednesday. Listen on Apple or Spotify.James Dwiggins is the Co-CEO of NextHome, Inc. and co-host of Real Estate Insiders Unfiltered.
Keith Robinson is the Co-CEO of NextHome, Inc. and co-host of Real Estate Insiders Unfiltered.
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