{"id":16783,"date":"2020-08-28T09:35:02","date_gmt":"2020-08-28T16:35:02","guid":{"rendered":"http:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/?p=16783"},"modified":"2020-08-28T02:45:14","modified_gmt":"2020-08-28T09:45:14","slug":"why-would-zillow-abandon-the-all-time-perfect-real-estate-marketing-tagline","status":"publish","type":"post","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/16783\/why-would-zillow-abandon-the-all-time-perfect-real-estate-marketing-tagline\/","title":{"rendered":"Why would Zillow abandon the all-time perfect real estate marketing tagline?"},"content":{"rendered":"

\"\"Do you want to hear my most perfect real estate marketing image? I’ve never seen this anywhere, except in my mind’s eye. It goes like this:<\/p>\n

A little girl and her golden retriever are racing out the front door of their home. Why? Because “Daddy’s home!” \u2013 that’s why.<\/p>\n

That’s it: Kid, dog, dad, with mom smiling proudly from the doorway. That’s The American Dream, circa 1955, but that is still the idyll we imagine when we think of home. It’s not simply a structure, not even merely a domicile. It’s Christmas and Independence Day, new babies and new puppies, tire swings and bedtime stories. Home is hope, the place where everything we love can thrive.<\/p>\n

So tell me, if you can, what gives with Zillow?<\/em><\/strong><\/p>\n

Current tagline: \u201cHome has never been more important.\u201d<\/strong> That’s COVID FUD, I guess. The image is of a split-ranch home inhabited by vaguely visible people living widely-separated lives. I doubt anyone thinks that’s selling anything.<\/p>\n

Recent tagline: \u201cReimagine home.\u201d<\/strong> Say what? That dollop of word salad was intended to explain The Incumbent’s iBuyer business \u2013 by which Zillow reimagined profitability with a flame-thrower. The word \u201creimagine\u201d itself has creepy Marxist connotations: As we have learned of late, \u201creimagine policing\u201d turns out to mean \u201cshut up or else!\u201d Even leaving college-acquired SJW-ism aside, what needs to be \u201creimagined\u201d about home?<\/p>\n

So what did they have before that?<\/p>\n

\u201cFind your way home.\u201d<\/strong><\/p>\n

And that would be simply perfect.<\/p>\n

I Googled up old images with that tagline<\/a>, and the photos are all pretty generic. But the tagline itself is beyond improvement: The aspirational quest is the literal function of the website. You simply cannot do better than that.<\/p>\n

Why would they walk away from that? And why don’t they do a better job of selling that idea with images?<\/p>\n

My takeaways? Billionaires are boobs. And marketing is for guerillas.<\/p>\n","protected":false},"excerpt":{"rendered":"

Do you want to hear my most perfect real estate marketing image? I’ve never seen this anywhere, except in my mind’s eye. It goes like this: A little girl and her golden retriever are racing out the front door of their home. Why? Because “Daddy’s home!” \u2013 that’s why. That’s it: Kid, dog, dad, with […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[212,29,6,5,25],"tags":[],"class_list":{"0":"post-16783","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"hentry","6":"category-flourishing","7":"category-group-therapy","8":"category-marketing","9":"category-real-estate","10":"category-zillowcom","12":"no-featured-image"},"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":17835,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/17835\/overnight-news-why-johnny-5-cant-close-no-rainmaker-no-rain\/","url_meta":{"origin":16783,"position":0},"title":"Overnight News: Why Johnny 5 can\u2019t close: No rainmaker, no\u00a0rain.","author":"Greg Swann","date":"February 11, 2021","format":false,"excerpt":"How lame is real estate marketing? Zillow is making money with this for a tagline: \"When you\u2019re ready for a change, we\u2019re ready to help.\" Of course, they're not selling to the public. Check the MLS: They're terrible at selling houses. But at the boiler-room huckstering of gullible self-bankrupting real\u2026","rel":"","context":"In "Group Therapy"","block_context":{"text":"Group Therapy","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/group-therapy\/"},"img":{"alt_text":"Ya think it's easy?","src":"https:\/\/i0.wp.com\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-content\/uploads\/2020\/08\/BHBNewTopImage-300x225.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":1668,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1668\/for-pure-home-search-terabitz-puts-all-the-cards-on-the-table-and-all-the-icons-on-the-map\/","url_meta":{"origin":16783,"position":1},"title":"For pure home search, Terabitz puts all the cards on the table and all the icons on the map","author":"Greg Swann","date":"July 17, 2007","format":false,"excerpt":"When first I read about Terabitz this morning, I was prepared to make fun of it. It looks and \"plays\" like an on-line video game. Instead of a simple check-box-based user-interface on top of a map, you drag out icons for the types of searches you want to run, then\u2026","rel":"","context":"In "Disintermediation"","block_context":{"text":"Disintermediation","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/disintermediation\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":2177,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2177\/google-acquires-zillow\/","url_meta":{"origin":16783,"position":2},"title":"Google acquires Zillow?","author":"Greg Swann","date":"November 7, 2007","format":false,"excerpt":"\"Google and Zillow announce the acquisition at the Realtors Conference and Expo in Las Vegas (NAR).\" Technorati Tags: disintermediation, real estate, real estate marketing, technology","rel":"","context":"In "Disintermediation"","block_context":{"text":"Disintermediation","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/disintermediation\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":2810,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2810\/destination-vertical-zillow-houses-hot-or-not-for-homes\/","url_meta":{"origin":16783,"position":3},"title":"Destination: Vertical. Zillow houses “hot or not” for homes","author":"Greg Swann","date":"March 20, 2008","format":false,"excerpt":"Dig this. Dumb but fun. A sticky way to see a lot of ads -- but fun anyway. Serious reflection #1: Another way for Zillow to be a sticky, top-of-mind vertical search portal. Get 'em there. Keep 'em there. Satisfy all of their real estate needs. Serious reflection #2: The\u2026","rel":"","context":"In "Disintermediation"","block_context":{"text":"Disintermediation","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/disintermediation\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":2664,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2664\/zillowcom-announces-its-sponsorship-of-bloodhoundblog-unchained\/","url_meta":{"origin":16783,"position":4},"title":"Zillow.com announces its sponsorship of BloodhoundBlog Unchained","author":"Greg Swann","date":"February 26, 2008","format":false,"excerpt":"BloodhoundBlog has grown up with Zillow.com. We're consistently second or third on a Google search for Zillow.com, and Debunking Zillow.com is one percent or more of our traffic every day. On the other hand, we've also been big boosters of the tools Zillow has built to help sellers, buyers and\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":274,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/274\/zillow-poll-results\/","url_meta":{"origin":16783,"position":5},"title":"Zillow poll results . . .","author":"Greg Swann","date":"September 1, 2006","format":false,"excerpt":"...at Sellsius&176; blog. Good sense abounds. I'm not campaigning for a replay, but, a year from now, when the dew is off the Zillow rose, it would be interesting to see if opinions have changed significantly. Bravo to Sellsius&176; for doing all this work in any case. Technorati Tags: blogging,\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"_links":{"self":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/16783","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/comments?post=16783"}],"version-history":[{"count":5,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/16783\/revisions"}],"predecessor-version":[{"id":16789,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/16783\/revisions\/16789"}],"wp:attachment":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/media?parent=16783"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/categories?post=16783"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/tags?post=16783"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}