Wed 18 Apr 2007
I’ve been experimenting with Zillow’s EZ Ads with interesting results.
Some are expected, others are a bit puzzling. And, as expected, the more expensive neighborhoods generate the most interest.
For instance, I bought 1000 impresssions in 2 zips in the expensive neighborhood of Queen Anne. For 98109 I’ve received about 500 impressions to date, and 0 page views. But for 98119, the neighboring zipcode, I’ve received the same number of impressions but 6 click-throughs.
I also experimented with using an individual photo
v.s. a logo
for the same zip codes of 98103 and 98112. In both zips, the photos clicks outdid the logo clicks 3 to 1.
Another interesting trend… I noticed in Rainier Valley (low-value area), I’ve already gone through 1000 impressions and that resulted in only 4 click-throughs. But Beacon Hill, another lower-value area, has received only 84 total impressions w/1 click-through. Not sure what’s going on there….. I suspect the quick use of my impressions must be because I’m the only advertiser for 98108, that’s why I blew through those so fast.
Here are individual stats for each zip purchased. It lists first the neighborhood, the date purchased, the estimated end date, the total number of impressions and then the click-throughs (listed as “Running”):
Greenlake & Fremont 04/04/2007 05/04/2007 938 3 Running
Seattle Urban Expert 04/04/2007 05/04/2007 1,391 9 Running
Crown Hill & Ballard 04/04/2007 05/04/2007 496 0 Running
QueenAnne Specialist 04/04/2007 05/04/2007 491 6 Running
QueenAnne Specialist 04/04/2007 05/04/2007 495 0 Running
Laurelhurst & Bryant 04/04/2007 05/04/2007 494 10 Running
Ravenna & Wedgewood 04/04/2007 05/04/2007 491 8 Running
North Seattle Expert 04/04/2007 05/04/2007 495 5 Running
North Seattle Expert 04/04/2007 05/04/2007 485 2 Running
Seward Park Area 04/04/2007 05/04/2007 499 11 Running
Greenlake & Fremont 04/04/2007 05/04/2007 981 14 Running
Beacon Hill Expert 04/04/2007 05/04/2007 84 1 Running
Ballard Expert 04/04/2007 05/04/2007 487 7 Running
Mt. Baker Expert 04/04/2007 05/04/2007 486 9 Running
Central Seattle 04/04/2007 05/04/2007 977 21 Running
Capitol Hill Expert 04/03/2007 05/03/2007 984 12 Running
Seattle Urban Expert 04/03/2007 05/03/2007 973 17 Running
Rainier Valley Area 04/04/2007 04/11/2007 1,000 4 Running
I think I won some sort of prize, either for being one of the first to advertise or for purchasing so many zips.
Never underestimate the power of schwag!
As I move through the process, I expect to analyze the data and try to measure the total rate of return for the ads. I’m guessing tangible results may be difficult to measure in the short term, as we’re talking about raising profile here, not just immediate lead conversion, so it may be difficult to gauge. But we’re building a brand for Seattle Dream Homes and this could be an EZ way to help do that.
April 18th, 2007 at 1:07 pm
Thanks for sharing your results to date. Very interesting.
April 18th, 2007 at 4:08 pm
Hi Marlow,
Thanks for the update. Fascinating results so far.
The Raineer Valley ad is serving more quickly because it’s duration is one week. Your other ads have a one month duration (it’s end date is 04/11/2007).
Glad you like the swag — you were one of the first EZ Ads customers and definitely the first to run multiple ads. Thanks.
April 18th, 2007 at 4:12 pm
I meant to say the end date of the Raineer ad is 04/11/2007.
April 18th, 2007 at 7:51 pm
Very nice ad for the money!
I’m going to forward this to my lender who uses Zillow all the time. Zillow’s become a great tool to have while talking with clients on the phone. We can both go to a site and be seeing the same information at the same time.
Great concept that I hope will be sustained by advertising dollars.
Thanks
April 18th, 2007 at 8:05 pm
Was just looking into this today.. Thanks for sharing!
April 18th, 2007 at 9:30 pm
That’s an interesting result you’ve experienced with a photo vs. logo. I’ve been using a logo so I’ll try it with a photo to see if the clickthroughs improve. Looking forward to the final analysis of your EZ campaigns.
April 19th, 2007 at 12:16 pm
Thought I’d share my similar results. I used 2 different logos in the same zip codes, but one was referencing my team, and the other my blog. Here are the numbers:
Dates running / #of impressions / clicks
04/16/2007 to 04/23/2007 465 1
April 19th, 2007 at 12:19 pm
hmm… half of my comment was cut off. Here’s the other EZad result:
first one was for my blog (see comment above)
04/16/2007 to 05/16/2007 230 0 (for our team)
The first set of results is for 1000 impressions. The one in this comment is for 2000 over a month. Again, we didn’t use a picture of us. Thought the logo would do better. Hope this helps some of you on the fence.
April 19th, 2007 at 5:47 pm
Lower income area = less internet use = less Zillow visits.
Dang… I want schwag too.
April 20th, 2007 at 7:40 am
I hope you will post the results of your findings once everything’s said and done - I’d be real interested to know how this works out with you, since I work for a real estate office and they’re always looking into new ways to advertise.
As of now, they’re working with lead generation services and purchasing real estate leads as a big source of marketing - so far it’s working out okay, but I’d like to see them focus more on branding, like you’re doing! Looking forward to seeing what else happens with the experiment.
April 20th, 2007 at 7:53 am
Good Morning Marlow!
This morning Gordon of Zillow, or should I say Real Property Associates, responded to an Ardell rant about Zillow over at Rain City Guide.
The thread is pretty interesting. What’s really interesting is that Gordon is sounding a lot like our friend Glenn at redfin.