This Week in Startups

Zillow CEO Rich Barton on branding, building in provocative industries, and more! | E1791

102 snips
Aug 11, 2023
Guest
Rich Barton
Rich Barton, CEO of Zillow and a visionary behind Expedia and Glassdoor, shares insights on building iconic brands. He discusses the innovative marketing tactics that led to the creation of Zillow's Zestimate, emphasizing the balance of emotional storytelling and transparency in real estate. Barton also reflects on leadership challenges during crises, particularly during layoffs, and the importance of cultivating a strong company culture. With a masterclass on branding, he reveals how memorable names can create lasting connections with consumers.
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ANECDOTE

Zillow's Zero-Dollar Ad Budget

  • Rich Barton aimed for a zero-dollar ad budget for Zillow's launch, inspired by Bill Gurley.
  • This led to the creation of the "Zestimate," a home valuation tool.
INSIGHT

Tension and Importance

  • "Zestimate" created tension and interest, driving engagement.
  • It combined titillation and pragmatism, a sweet spot for consumer products.
ANECDOTE

Shared Cinematic Appreciation

  • Rich Barton and Jason Calacanis bond over their appreciation for the Coen brothers' films, particularly "Raising Arizona."
  • They discuss the importance of repeatability in movies and how certain films resonate deeply.
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