How Zillow Showcase Helped a Boutique Agency Boost Marketing and Book $5 Million
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Section: 4
Aaron Parker
Founder, Score Real Estate
Aaron Parker leads Score Real Estate, a boutique agency based in Northern California. Not only has Showcase helped differentiate the team’s listings, but earlier this year, it also helped them generate additional deals.
With Showcase, Score Real Estate generated:
68%
more views
47%
more shares
79%
more saves
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*Compared to similar nearby non-Showcase listings on Zillow
Challenge
For some agents, 2024 got off to a sluggish start as buyers and sellers seemed to be waiting for the housing market to improve. To bring in more clients, Parker tried a few companies that promised to connect them with motivated leads, but those leads turned out to be people who weren’t remotely interested in talking to an agent. Parker thought he might have more success jumpstarting the listing side of his business. That’s when his team went all in on Zillow Showcase.
Solution
After learning best practices from a dedicated Zillow advisor, Parker made Showcase a core part of his team’s listing presentation. At the beginning of a pitch, they now show a video that explains how sellers could sell their home faster and for more money. Parker likes to hand his iPad to the seller and let them see how the Showcase listing will look on Zillow compared to a regular listing.
“We’ll show our past success,” Parker said. “We’ll show them what the list price was on it, and we’ll tell them what price we actually sold it for… we’ll basically paint the picture.”
The team also made Showcase a staple of its marketing efforts across advertising campaigns, newsletters, and social media outreach. During the fall, for instance, they linked to a free Showcase listing in their newsletter so subscribers could see how it looked and get a sense of the results. When someone clicked, it was easy for an agent to follow up with next steps. Thanks to these efforts, the team has seen 68% more views, 47% more shares, and 79% more saves on their Showcase listings than similar non-Showcase listings on Zillow**.
Zillow Showcase is mandatory for your success. It’s a no-brainer. If you want to continue to grow your business, and you want to continue to get referrals, there’s no better opportunity out there right now.
-Aaron Parker
The rising interest in Showcase ultimately led to a special day for Score. They set up a twilight open house for a $1.7 million property and put Showcase on a number of screens throughout the home, including an interactive iPad. One buyer was so captivated by the setup that they asked Score to help sell their $3.25 million home.
“Just by them seeing what we did with Zillow Showcase, we added $5 million to our bottom line just like that,” Parker said.
Going forward, Parker also plans to use Showcase for recruiting in 2025. Score is searching for more listing agents, and a core part of the recruiting pitch is letting agents know they’ll have access to the tool.
“Not every single brokerage has this,” Parker said. “The ROI is going to go tenfold.”
1 Substantiation: Showcase listings on Zillow include an interactive floor plan, a virtual tour, and specialized exposure on Zillow (the “Showcase Treatment”). This claim is based on Zillow data analyzed in Showcase markets with at least one For Sale By Agent listing during the initial fourteen day period a listing in these markets with the Showcase Treatment was active on Zillow, up to pending (the “Showcase Listings”) and is limited to listings using the Showcase Treatment on the date the listing went live in the applicable MLS, up to pending. The Showcase Listings were compared to For Sale By Agent listings on Zillow: (i) without the Showcase Treatment; (ii) of the same home type; (iii) located in the same city and within two miles of the Showcase Listings; (iv) on the market during the same time period as the Showcase Listings or the immediately prior month; (v) containing a similar list price as the Showcase Listings; (vi) having similar square footage as the Showcase Listings; and (vii) having a similar bedroom count. *The data is from December 20, 2024 and is an average from the immediately preceding six month period. The data excludes the top 5% and bottom 5% lift of total page views, saves, and shares from each month and the immediately preceding six month average.
**These results are based on three Zillow Showcase listings from the 2024 calendar year and compared to similar nearby non-Showcase listings on Zillow.