Zillow uses a highly adaptable approach to market their products to customers.
The 10 most important drivers - Psychological Drivers:
➤ FOMO (anxiety that an exciting or interesting event may currently be happening elsewhere, often aroused by posts seen on a social media website): Scarcity - limited offer, unique value; Urgency - act fast or it will be too late; Competition.
➤ Herd Mentality (describes how people can be influenced by their peers to adopt certain behaviors on a largely emotional, rather than rational, basis.): authority, social proof, influencers.
➤ Vanity (recognized, reworded) - top product, best offer, highly legit.
➤ Peer Pressure (guilt, part of a group) - everybody knows something, you don’t. Fix it fast not to be a black sheep.
➤ Reciprocity (sharing, virality, referrals).
➤ Frugality (sales, promo, discount).
➤ Personalization (his top driver) - unique, specialized, custom made.
➤ Habit (reward, gratification).
➤ Exclusivity (appreciated, membership, ambassadors).
➤ Laziness (conversion, simplicity, speed).