Written by: Vickie Sullivan | August 15, 2024
2 Market Strategy Lessons from ‘Zillow Gone Wild’
NPR’s feature about a new TV show, Zillow Gone Wild, is a great example of how popularity in one medium creates new opportunities in another.
Backstory: During the pandemic, Samir Mezrahi launched a side project highlighting crazy houses on Instagram. He soon expanded to Facebook, Twitter, and TikTok. Fast-forward a few years and millions of followers later, and Mezrahi is now an executive producer of the Zillow Gone Wild show, which is now on HGTV. His popularity made his idea a safe bet in the risky world of TV production.
2 Market Strategy Lessons for Growing Your Audience
Mezrahi’s rapid rise goes beyond social media, it and has great market strategy lessons for the rest of us. Here are two things that he did that you can apply to your projects:
• Leverage what folks are already doing. Mezrahi didn’t invent a new market segment. He paid attention to people’s boredom during the pandemic and gave us something to do. His TikToks became popular because we want to dream when we are bored. How to apply: Take a wide-angle lens towards your clients’ world. What are they doing that you can elevate? Market strategy isn’t always about creating a new need.
• Tap into people’s imagination. Mezrahi took advantage of people’s interest in real estate. He approached that audience and tapped into their imagination. As Zillow’s home trends expert Amanda Pendleton said, “These social media accounts captured our imagination and redefined what a home can be.” How to apply: Pay attention to your clients’ deep aspirations and figure out how to tap into that emotional connection.
Just like in the TV industry, ideas in our markets are a dime a dozen. Portable popularity creates opportunities we haven’t even considered. Consider how your reputation can go beyond your current market segments.
Listen: Why Social Media Popularity Is Profitable
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