The Firestorm Around the Zillow ‘Instant Offers’ Rollout
06/06/17 • 51 min
If Zillow thought that the industry would thank them for reworking the Open Door model to involve agents in the process of Instant Offers, they underestimated what Rob likes to call Zillow Fever, the intense dislike so many in real estate have toward the company.
Today Rob and Greg are engaged in a rousing conversation about the rollout of the Instant Offers test program and subsequent uproar. They work through the source of the industry’s angst toward Zillow and whether or not it is warranted in this particular case.
Listen in as Rob and Greg discuss the arguments against Instant Offers, how the feature might lend itself to predatory behavior by investors, and how Zillow might have changed their messaging to avoid the blowback.
What’s Discussed:
The firestorm created by Zillow’s Instant Offers test program
Greg’s take on how a different naming convention would have tempered agent reaction
How the Instant Offers feature works
- Response to consumers looking for easier ways to sell
- Hand-picked 15 private investors
- Seller can accept investor offer and sell directly, accept offer and use agent to complete transaction, or reject offer and move forward with agent to list on MLS
The weaknesses of the argument that Zillow is duping consumers
The hypocrisy/lack of awareness of agents criticizing Instant Offers
How agents can use Instant Offer as a tool to generate seller leads
The importance of establishing a sphere of communication
The vast number of tools available to help agents stay in touch with past clients
Instant Offers as a potential avenue for predatory investor behavior
- Bad actors might target the poor, uneducated
- May require government to step in with regulations
Rob’s problem with the premise that consumers cannot make best decision for themselves based on circumstances
The potential monster success of the Instant Offers feature
The flaws in the argument that Zillow is trying to come between the agent and the homeowner
The way Zillow priorities the consumer over the agent
Whether Zillow has given up on trying to make people happy or if they were caught off guard by the negative reaction to Instant Offers
How other big web operators might respond to this innovation
Resources:
Greg Schwartz ‘We Come in Peace’
Connect with Rob and Greg:
Our sponsor:
If Zillow thought that the industry would thank them for reworking the Open Door model to involve agents in the process of Instant Offers, they underestimated what Rob likes to call Zillow Fever, the intense dislike so many in real estate have toward the company.
Today Rob and Greg are engaged in a rousing conversation about the rollout of the Instant Offers test program and subsequent uproar. They work through the source of the industry’s angst toward Zillow and whether or not it is warranted in this particular case.
Listen in as Rob and Greg discuss the arguments against Instant Offers, how the feature might lend itself to predatory behavior by investors, and how Zillow might have changed their messaging to avoid the blowback.
What’s Discussed:
The firestorm created by Zillow’s Instant Offers test program
Greg’s take on how a different naming convention would have tempered agent reaction
How the Instant Offers feature works
- Response to consumers looking for easier ways to sell
- Hand-picked 15 private investors
- Seller can accept investor offer and sell directly, accept offer and use agent to complete transaction, or reject offer and move forward with agent to list on MLS
The weaknesses of the argument that Zillow is duping consumers
The hypocrisy/lack of awareness of agents criticizing Instant Offers
How agents can use Instant Offer as a tool to generate seller leads
The importance of establishing a sphere of communication
The vast number of tools available to help agents stay in touch with past clients
Instant Offers as a potential avenue for predatory investor behavior
- Bad actors might target the poor, uneducated
- May require government to step in with regulations
Rob’s problem with the premise that consumers cannot make best decision for themselves based on circumstances
The potential monster success of the Instant Offers feature
The flaws in the argument that Zillow is trying to come between the agent and the homeowner
The way Zillow priorities the consumer over the agent
Whether Zillow has given up on trying to make people happy or if they were caught off guard by the negative reaction to Instant Offers
How other big web operators might respond to this innovation
Resources:
Greg Schwartz ‘We Come in Peace’
Connect with Rob and Greg:
Our sponsor:
Previous Episode
The Upstream Shift: Pivot or Reveal?
Brought to you by our very first sponsor, Centralized Showing Services!
Just when you thought the Upstream shift might foster a new spirit of collaboration in the real estate industry, the guns were drawn again with NAR CEO Dale Stinton’s combative rhetoric, as NAR approved an additional $9 million in funding for the scaled back version of Upstream at the Realtors Legislative Meetings in D.C.
Today Rob and Greg talk about the fallout from the Upstream announcement and subsequent doubling down by Stinton at the board meeting that followed. As always, our illustrious hosts each have a unique take on the motives of NAR and how Upstream’s CEO might approach his role moving forward.
Listen in as they discuss the ambiguity around the project now that Upstream will allow brokers to enter their listings into their MLSs and how the change in tactics will affect particular industry players. Click to learn how the antagonistic framing of the big announcement further divided the vendors and MLSs from the brokerages, when it might have been an opportunity to mend fences.
What’s Discussed:
The three-part Upstream bombshell (dropped at NAR’s Midyear)
- The so-called pivot
- Blaming the vendors
- ‘Live demo’ controversy
Rob’s theory re: the motivation for Upstream
- Planned syndication from the start
- Working to regain control of lead gen
NAR and Upstream’s missed opportunity to generate a spirit of collaboration
The purchase of ListHub as an alternative to Upstream
How eliminating a single point of entry makes Upstream a simple listing syndication dashboard
The industry skepticism around Upstream’s transparency and NAR’s motives
Why Upstream is a top priority for brokerages
How Upstream’s messaging has evolved over time
- Syndication
- Multiple inputs
- Blending data
- Cyber terrorism
Why Zillow is feared by brokerages, MLSs and associations
Zillow’s capability to provide a data management solution
The inflammatory language used by the NAR CEO Dale Stinton (e.g.: vendors and MLSs as ‘cartel’)
The ambiguity of Upstream moving forward
- Still building listing module?
- Just another option?
The Upstream pivot as a win for Zillow
Why Zillow may have purchased Bridge Interactive
How Upstream drove MLSs into the arms of Zillow
The likelihood of a continued alliance between Zillow and MLSs to fight NAR
How Upstream CEO Alex Lange might approach his role moving forward
Post-pivot licensing issues for Upstream
Resources:
‘NAR Bets on Upstream with Additional $9M in Funding’ by Andrea Brambila
Connect with Rob and Greg:
Next Episode
Redfin Goes Public and Quietly Eats the Real Estate Industry
It’s the quiet ones you have to watch out for...
Redfin has been quietly dominating since its inception in 2004, and no one in the real estate industry seems all that concerned. We dismiss Redfin as a discount brokerage and debate what to call it – Tech company? Brokerage? Something else entirely? Whatever label you put on it, Redfin is disrupting the way real estate works. And with its S-1 filing, we can finally see just how well the company has been doing. With a sales volume of $16.2B and a 31% gross profit margin, Rob is justified in saying that Redfin has the potential to ‘eat the industry.’
Today Greg and Rob get into the impending Redfin IPO and the potential consequences of its success on traditional real estate. They cover Redfin’s phenomenal company culture and the advantages associated with having employee agents rather than independent contractors – and explain how its software has the ability to capitalize on repeat/referral business in a way that traditional brokerages do not.
Listen to understand why Rob believes that the industry should be more afraid of Redfin than Zillow, and hear Greg’s take on the relative importance of agent relationships versus company culture in shaping the consumer experience. Might there come a day when traditional brokerages would have to partner with (GASP) Zillow to compete with Redfin? As the company goes public, let’s talk about why Rob and Greg think industry leaders should start losing sleep.
What’s Discussed:
The importance of culture at Redfin
Redfin’s recent S-1 filing
-Shares in $12-14 range
-Company valued at $1B
The debate around Redfin’s identity
-Tech company
-Real estate brokerage
-Agent team hybrid
Why there is no backlash against Redfin’s IPO
Rob’s take on why the industry should be more afraid of Redfin than Zillow
How traditional brokerages throw shade at Redfin as ‘discount brokerage’
Rob’s theory that Redfin is going to ‘eat the industry’
Standout stats from the Redfin S-1
$16.2B in sales volume, #5 in RealTrends 500
31% gross profit margin
How Redfin’s software capitalizes on repeat/referral business
Redfin’s focus on data
Measures customer satisfaction via NPS
How the Redfin culture affects the consumer experience
The myth that only independent contractors can provide high-level service
Greg’s take on Redfin’s limited ‘boots on the ground’
The advantages of employee buy-in to Redfin company culture
Who might be considered Redfin’s competition
The what-if scenario around Redfin establishing a ‘sneak peek’ listing agreement
How Redfin generates traffic to its site
SEO
Targeted email
When the heads of large real estate companies should start losing sleep over Redfin
Redfin offers lower commissions, agents paid based on satisfaction ratings
Customer demand could force traditional brokerages to enact similar policies to remain competitive
How a company with a multi-brand strategy could incorporate Redfin into its business model
How traditional brokerages might need to partner with Zillow to remain competitive
How reducing costs through automation would allow brokerages to charge less for commission
The way capital acts as an accelerator in the tech world
How having employee agents allows Redfin to fully adopt its technology systems
Resources:
Redfin IPO: Tech Company, Real Estate Brokerage, or Something New?
Rob’s Redfin IPO Blog – Part 1
Connect with Rob and Greg:
If you like this episode you’ll love
Episode Comments
Generate a badge
Get a badge for your website that links back to this episode
<a href="https://goodpods.com/podcasts/industry-relations-143153/the-firestorm-around-the-zillow-instant-offers-rollout-7007412"> <img src="https://storage.googleapis.com/goodpods-images-bucket/badges/generic-badge-1.svg" alt="listen to the firestorm around the zillow ‘instant offers’ rollout on goodpods" style="width: 225px" /> </a>
Copy