Residential Bill of Rights | Zillow Group

Residential Bill of Rights

Zillow Group

The Challenge

Zillow has a complex business model and their advocacy efforts had to walk a fine line between competing stakeholders. On one hand, you have consumers, who rely on Zillow to inform them on the intricacies of the homebuying or selling experience. On the other hand, you have realtors, who are the transaction experts and look to Zillow for lead generation. Connecting these two audiences (and powering Zillow) are the multiple listing services (MLSs) that provide the underlying data to keep the industry moving. Zillow needed a coherent way to acknowledge all of these interests in a way that was compelling and actionable for policymakers.

The Approach & Solution

Beekeeper Group used its Strategic Messaging Framework to understand the nuances of these different audiences and help Zillow craft its Real Estate Bill of Rights. This allowed Zillow to take a clear stance on where the industry needed to change.

The Results

We created advocacy.zillowgroup.com with an inviting, colorful neighborhood feel. The site used simple language to remove jargon and complexity, so all audiences could easily grasp how Zillow is pushing to make for a more transparent industry.

In the first six months following the launch, we saw over 30,000 unique visitors and nearly 54,000 pageviews to the site. About 10% of these engaged users visited the individual case studies where Zillow’s recommendations were being used to make a difference in a local market.