Website tip #6-06 (Zillow and competitors)
Website marketing ideaZillow continues to create a splash with Internet consumers because of its ability to show property evaluations. But Zillow no longer stands alone. Here are some similar services that we've recently heard about.
Fidelity National Real Estate Solutions offers NeighborhoodHomeSales™ (see http://exchange.fnis.com/SubscriptionProducts/NeighborhoodHomeSales.aspx).
FastValues is similar to Zillow and Fidelity (see http://www.fastvalues.com/) but it requires the user to complete a form before a report is even emailed.
RealEstate ABC has recently placed a similar service on its website (see http://www.realestateabc.com/home-values/).
Trulia offers a real estate service (see http://www.trulia.com/)
All of these services retrieve data from the same public records. The results of the information provided are generally a set of figures that understates the true value of the property.
This proliferation of such services means that many consumers are or will use them and draw conclusions from them. They will have this information when they contact REALTORS (you) or visit your websites.
This provides a wonderful opportunity for real estate website owners to make a call to action.
Explain right on your website that Zillow and its competitors offer quick and convenient home evaluation services - but with incorrect results. You can further explain that the data you use comes from a more reliable source - the MLS. Then offer them that you will do a free comparative market analysis for them. You can promise your visitor a more accurate evaluation and you get a lead.
That's an offer of compelling value.
posted by Shig Nishio @ 3/31/2006 11:00:00 PM
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