The other bit of news to come out of Zillow.com is this: The real estate start-up is collecting, deploying and reselling advertising demographics in unique and interesting ways.<\/p>\n
The vast quantities of demographic information — income, property values, credit scores — that will be collected in the new Mortgage Marketplace software will be stored in browser “cookies” on the user’s own computer. In other words, Zillow will not be storing this information in its own databases, but will retain control over it by means of software that will be able to access the cookies in future sessions on Zillow.com.<\/p>\n
What this means is that Zillow will be able to deliver highly-targeted advertising to its users, zeroing in on products and services that would be most appealing to that user’s sex, age, income and other demographic characteristics.<\/p>\n
This by itself will make Zillow extremely profitable to advertisers, who seek assurance that their promotional efforts are aimed at the right prospects.<\/p>\n
But Zillow is also<\/i> making these cookies available to other advertising vendors, such as Google’s Adwords system. By this means, other advertisers will be able to deploy the demographic information Zillow is collecting to target their own ads.<\/p>\n
Obviously, the reselling of this demographic information is also a profit-center for Zillow.com — reports of whose financial demise may turn out to have been premature.
\n<\/p>\n
Technorati Tags: disintermediation<\/a>, real estate<\/a>, real estate marketing<\/a>, technology<\/a>, Zillow.com<\/a><\/p>\n <\/p>\n","protected":false},"excerpt":{"rendered":" The other bit of news to come out of Zillow.com is this: The real estate start-up is collecting, deploying and reselling advertising demographics in unique and interesting ways. The vast quantities of demographic information — income, property values, credit scores — that will be collected in the new Mortgage Marketplace software will be stored in […]<\/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":[4,26,6,5,25],"tags":[],"class_list":{"0":"post-2885","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"hentry","6":"category-disintermediation","7":"category-lending","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":2958,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2958\/zillowcoms-mortgage-marketplace-brings-anonymous-apples-to-apples-mortgage-rate-quotes-to-consumers-free-consumer-leads-to-lenders\/","url_meta":{"origin":2885,"position":0},"title":"Zillow.com’s Mortgage Marketplace brings anonymous apples-to-apples mortgage rate quotes to consumers, free consumer leads to lenders","author":"Greg Swann","date":"April 13, 2008","format":false,"excerpt":"This is my column for this week from the Arizona Republic (permanent link): \u00a0Zillow.com's Mortgage Marketplace brings anonymous apples-to-apples mortgage rate quotes to consumers, free consumer leads to lenders Wouldn't it be great if you could get a broad array of mortgage quotes without having to make dozens of phone\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":3460,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/3460\/there-arent-enough-advertising-dollars-for-zillowcom-to-go-ipo-but-adding-google-street-view-makes-the-site-a-little-more-useful\/","url_meta":{"origin":2885,"position":1},"title":"There aren’t enough advertising dollars for Zillow.com to go IPO, but adding Google Street View makes the site a little more useful","author":"Greg Swann","date":"July 23, 2008","format":false,"excerpt":"So far, in 30 months since Zillow.com launched, precisely one client has shown me a Zestimate. I mention the site all the time, just as a matter of casual conversation, but only the INTx types know what the hell I'm talking about. Last night on the the phone with Brian\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":2890,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2890\/black-pearl-marketing-minute-do-you-want-to-learn-how-zillowcom-bakes-a-sweeter-tastier-browser-cookie-scratch-the-fud-from-your-recipe\/","url_meta":{"origin":2885,"position":2},"title":"Black Pearl Marketing Minute: Want to learn how Zillow.com bakes a sweeter, tastier browser cookie? Scratch the FUD from your recipe","author":"Greg Swann","date":"April 3, 2008","format":false,"excerpt":"I wanted to expand on my post from last night on Zillow.com's use of web browser cookies with its new Mortgage Marketplace free loan quotes software. So you know going in, I have a huge contempt for people who try to sow FUD -- fear, uncertainty and doubt -- about\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":2121,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2121\/zillowcom-upgrades-its-advertising-arsenal-allowing-you-to-target-market-the-joneses-you-want-to-keep-up-with\/","url_meta":{"origin":2885,"position":3},"title":"Zillow.com upgrades its advertising arsenal, allowing you to target-market the Joneses you want to keep up with","author":"Greg Swann","date":"October 30, 2007","format":false,"excerpt":"I've been saying this for a long time: Buyers are temporarily interested in listings. Owners are always interested in their homes. Zillow.com wants buyers, hence the move to accept listings feeds. But what they really want are owners, people who will come back to the site again and again, potentially\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":877,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/877\/feed-the-starving-realtybot-zillowcom-is-underwhelming-so-far-as-a-national-property-listings-service\/","url_meta":{"origin":2885,"position":4},"title":"Feed the starving Realty.bot: Zillow.com is underwhelming, so far, as a National Property Listings Service . . .","author":"Greg Swann","date":"January 9, 2007","format":false,"excerpt":"I think I have to back off -- for now, at least -- from my earlier expectations for Zillow.com as an incipient National Property Listings Service. To this date, anyway, Zillow's appeal to sellers and listing agents has been underwhelming, at best. As I write, there are 19,250 homes listed\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":2482,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2482\/finally-i-have-something-to-blog-about-zillow\/","url_meta":{"origin":2885,"position":5},"title":"Finally – I Have Something To Blog About Zillow","author":"Doug Quance","date":"January 9, 2008","format":false,"excerpt":"On Hiatus From A Two-Year Zillow Blogging Embargo I have never blogged about Zillow... or Redfin, for that matter. I've always felt that they got more free press than they deserved - not that they don't deserve some free press, 'cause they do - and as such, there wasn't anything\u2026","rel":"","context":"In "Marketing"","block_context":{"text":"Marketing","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"_links":{"self":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/2885","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=2885"}],"version-history":[{"count":0,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/2885\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/media?parent=2885"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/categories?post=2885"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/tags?post=2885"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}