Context with Mike DelPrete Steve Sanders: The Real Estate Branding Masterclass
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Jan 9, 2025 Steve Sanders, a brand and marketing expert with a rich history at Zillow and Pacaso, shares invaluable insights on real estate branding. He dives into consumer research surrounding iBuyers, discussing the critical role of branding and differentiation. Listeners will learn what consumers truly seek from agents and how some iBuyers are getting it right. Sanders also analyzes Homes.com and CoStar's strategies, and highlights the unique branding approach for Pacaso, emphasizing emotional connections and clear messaging.
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Career Transition
- Steve Sanders transitioned from advertising to consulting, leveraging existing client relationships.
- This led to in-house roles at Pacaso and Pathway, marking a shift in his career.
Zillow's Brand Equity
- Zillow's brand equity is a double-edged sword.
- It attracts consumers but amplifies negative experiences, demanding careful execution.
Real Estate Branding
- Real estate companies must differentiate beyond logos and colors.
- Focus on creating emotional connections and distinct perceptions in consumers' minds.