The Zillow Zero Marketing Strategy

The Zillow ZeroMARKETING WITH NOTHING

CASE STUDY masterful marketing

On Amy Bohutinsky’s first day as chief

marketing office for Zillow, cofounder Rich

Barton walked into her office and said, "I have a

goal for you; I want Zillow to have a million

visitors a month by month six … and I don’t

want you to spend any money doing it."

the history.

10 bold ideas.

get scrappy“We had to dig deep and think of new ways to build a brand,"

- Amy

Set high goals

One million visitors

per month!

GOAL

Be creative

Product is King

"The only way we were going to build a brandis by having a kick-ass product,"

Data Science

“Using our data science became a pivotal decision; we had information on every home in America and

there was a lot we could see and tell,” - Amy

Grassroots

Public Relations

be savvy

and be vocal

Social Media

Content Marketing

"The content helped us show up in Internet searches.

Today we publish 20-30 stories a week on various real

estate and rental topics, such as celebrity real estate

sales, staging tips, and analytical data."

Email Marketing

When Zillow launched only eight months later

the site had a million visitors in the first three

days and 5 million in the first month.

the future.