Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact
The marketing challenge
First, we needed to improve Zillow brand perceptions that had been hampered due to suboptimal service provided by some of our Premier Agents. Second, our Premier Agents needed help finding more value in our partnership. Third, the Zillow team developed an incredibly elegant solution to address the first two challenges and we had to launch the new program with an impactful message.
The research methodology
Customer satisfaction measured by Quest, a proprietary research tool, that deploys a survey and collects ongoing data among customers...