{"id":3397,"date":"2022-08-10T13:59:10","date_gmt":"2022-08-10T13:59:10","guid":{"rendered":"https:\/\/preprod.realtrends.com\/blog\/2022\/08\/10\/zillows-back-in-the-seller-leads-business-with-opendoor-partnership\/"},"modified":"2025-03-13T02:45:00","modified_gmt":"2025-03-13T02:45:00","slug":"zillows-back-in-the-seller-leads-business-with-opendoor-partnership","status":"publish","type":"post","link":"https:\/\/preprod.realtrends.com\/blog\/2022\/08\/10\/zillows-back-in-the-seller-leads-business-with-opendoor-partnership\/","title":{"rendered":"Zillow&#8217;s back in the seller leads business with Opendoor partnership"},"content":{"rendered":"\n<p>Last week, former rivals <strong>Opendoor<\/strong> and <strong>Zillow<\/strong> <a href=\"https:\/\/preprod.realtrends.com\/blog\/articles\/you-can-now-sell-your-home-on-zillow-to-opendoor\/\" target=\"_blank\" rel=\"noreferrer noopener\">announced a partnership<\/a> to provide Opendoor&#8217;s instant cash offers to\u00a0Zillow&#8217;s audience.<\/p>\n\n\n\n<p><strong>Why it matters<\/strong>: This is a big move for both companies. It reaffirms the continued relevancy of iBuying, gets Zillow back into the seller lead game, and gets Opendoor access to its largest customer acquisition channel yet.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-it-s-a-match-made-in-lead-gen-heaven\">It&#8217;s a match made in lead-gen heaven.\u00a0<\/h4>\n\n\n\n<ul class=\"wp-block-list\"><li>Zillow generates and monetizes buyer leads, but is missing a product that generates seller leads (that product is iBuying).<br>\u00a0<\/li><li>Opendoor generates millions of seller leads,\u00a0<a href=\"https:\/\/mikedp.us15.list-manage.com\/track\/click?u=bc08d9a05ce4a7baada0a3bfc&amp;id=2115b0ad0b&amp;e=7bfa474041\" target=\"_blank\" rel=\"noreferrer noopener\">but it&#8217;s really expensive<\/a>\u00a0and Opendoor only monetizes a small fraction of those leads.<br><\/li><li><strong>Go deeper<\/strong>:\u00a0<a href=\"https:\/\/mikedp.us15.list-manage.com\/track\/click?u=bc08d9a05ce4a7baada0a3bfc&amp;id=ec7ea6d81e&amp;e=7bfa474041\">Building a Better Mousetrap: Zillow vs. Opendoor<\/a><\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/preprod.realtrends.com\/blog\/wp-content\/uploads\/sites\/9\/2022\/08\/opendoorzillow.png?w=1024\" alt=\"opendoorzillow\" class=\"wp-image-31823\"\/><\/figure><\/div>\n\n\n\n<p><strong>This partnership gives Zillow<\/strong>&nbsp;the ability to generate and monetize high-quality seller leads&nbsp;(consumers that are considering selling their home), something it lost when Zillow Offers was shut down last year.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Historically, Zillow was only able to\u00a0<a href=\"https:\/\/s24.q4cdn.com\/723050407\/files\/doc_financials\/2021\/q3\/Zillow-Group-Q3'21-Shareholder-Letter.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">convert 10%<\/a>\u00a0of sellers who requested an instant offer;\u00a0the other 90% are high-quality seller leads.<br><\/li><li>Those leads are\u00a0<a href=\"https:\/\/mikedp.us15.list-manage.com\/track\/click?u=bc08d9a05ce4a7baada0a3bfc&amp;id=18a2af6b72&amp;e=7bfa474041\" target=\"_blank\" rel=\"noreferrer noopener\">worth their weight in gold<\/a>\u00a0and can be monetized through Zillow&#8217;s premier agent network (yes, I&#8217;ve been talking about this since 2018.)<\/li><\/ul>\n\n\n\n<p><strong>For Opendoor<\/strong>, this partnership represents an incredible \u2014 and perhaps the industry&#8217;s largest \u2014 source of customer leads.\u00a0<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>It extends Opendoor&#8217;s ecosystem partnership strategy, which includes deals with <strong><a href=\"https:\/\/preprod.realtrends.com\/blog\/articles\/redfin-looks-to-eliminate-agent-commission-refund\/\" target=\"_blank\" rel=\"noreferrer noopener\">Redfin<\/a><\/strong>, <strong>realtor.com<\/strong>, and eight of the top ten homebuilders.<br><\/li><li>The potential benefit to Opendoor is economic:\u00a0lower customer acquisition costs, which were around $5,500 during the most recent quarter.<\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/preprod.realtrends.com\/blog\/wp-content\/uploads\/sites\/9\/2022\/08\/acqusitioncosts.png?w=1024\" alt=\"acqusitioncosts\" class=\"wp-image-31824\"\/><\/figure><\/div>\n\n\n\n<p><strong>Perhaps most important,\u00a0<\/strong>a\u00a0Zillow advisor will be the first point of contact for consumers requesting an instant cash offer.\u00a0<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>This effectively cements Zillow&#8217;s powerful position at the top of the funnel with continued, full access to the customer.<br>\u00a0<\/li><li>A Zillow advisor will discuss an instant cash offer alongside a traditional sale (seller lead), in addition to <strong>Zillow Home Loans<\/strong>.<br><\/li><li><strong>Without the opportunity to upsell adjacencies<\/strong>, Opendoor becomes a\u00a0<em>fulfillment engine<\/em>, similar to its other industry partnerships, focused on the core iBuyer transaction (buy, fix, sell).<\/li><\/ul>\n\n\n\n<p><strong>The bottom line<\/strong>:\u00a0This deal is both a confirmation of the relevancy of iBuying, and a continuation of that relevancy through Zillow&#8217;s promotion of instant offers across its massive platform.\u00a0<\/p>\n\n\n\n<p>It puts Zillow back in the potentially-lucrative seller leads business, and gives Opendoor access to millions of potential customers. Win-win<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The new partnership between rivals Zillow and Opendoor puts Zillow back in the seller leads business.<\/p>\n","protected":false},"author":15802,"featured_media":4822,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3255],"tags":[],"coauthors":[2227],"class_list":["post-3397","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-archive"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v26.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Zillow&#039;s back in the seller leads business with Opendoor partnership - RealTrends - Blog<\/title>\n<meta name=\"description\" content=\"The new partnership between rivals Zillow and Opendoor puts Zillow back in the seller leads business. Here&#039;s the impact.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/preprod.realtrends.com\/blog\/2022\/08\/10\/zillows-back-in-the-seller-leads-business-with-opendoor-partnership\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Zillow&#039;s back in the seller leads business with Opendoor partnership\" \/>\n<meta property=\"og:description\" content=\"The new partnership between rivals Zillow and Opendoor puts Zillow back in the seller leads business. 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