Zillow incentivizes builders through Group Advantage Program

by Kyle Scheuring

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The benefits from Zillow’s Promoted Communities advertising program got a little bit sweeter last week. Zillow Group’s new Group Advantage Program allows customers of the Promoted Communities and Promoted Homes platforms to improve their listing content through an array of purchased services.

The services include:

  • 3D rendering/augmented reality services through Alpha Vision, Biorev, Chameleon, MediaLab and Rendering House.
  • Marketing services through Lasso CRM, O’Neil Interactive and Rearview Advertising.
  • Platform creation services through Builder Designs, Renoworks and INseARCH Digital Studio.

The goal of the Advantage Program is to allow builders to bypass the vetting and price negotiation process with these services. Ideally, builders will save time and money while still maintaining a competitive, technological edge.

According to Zillow, 76 percent of buyers of newly constructed homes use an online resource for their home research. Because of that, builders are eager to explore technological avenues such as 3D rendering, augmented reality and web design. With a stronger online presence, builder should be able to amp up their web traffic and home sales.

Also called a “builder incentive program,” the Advantage Program allows newly constructed homes to compete with resale home listings.

“We’re continuously looking for ways to bring additional value to our builder partners,” said Lucy Wohltman, vice resident of new construction sales at Zillow Group. “With the Zillow Group Advantage Program, we are able to provide builders access to services that will better their listings, and ultimately help them stand out from their greatest competition, resale homes.”

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