Accuracy Matters –’s New Ad Campaign

Zestimate RouletteI’ve had an interesting couple of weeks with Zillow’s Zestimate. If you’d like to see the details just visit my Facebook page and see for yourself.

The experience prompted me to do some research for myself and see just how bad this thing really is. So I took a look at 9 random homes within a two-block radius of my home, an area I’d say I am pretty familiar with! The data was amazing. The Zestimate value change for the last 30 days on these 9 homes ranges from a drop of approximately 10% to an increase of 15%! I then looked at our recent REALTOR® produced market data to confirm what I already knew…our market is strong and steadily appreciating.

In my opinion the Zestimate is a dangerous tool in the hand of the consumer. The scary part? They trust this data!

This experience the last couple of weeks for me, is the perfect segue into the release of’s “Accuracy Matters” ad campaign, in addition to the meeting this week at #RPCTE –

The Road Ahead: Steve Berkowitz on Returning® to #1

05/15/2014   |  2:00 PM – 3:00 PM
Location: Marriott Wardman Park Hotel, Maryland Suite A

Join Steve Berkowitz, Chief Executive Officer of Move, Inc. as he shares his vision for returning® to its #1 spot. Keeping the company laser focused on providing consumers with the best content, tools & professional expertise they need to find their perfect home is the mission of®. Understand why 2014 has rapidly become a tipping point year for the real estate industry and how to best offer integrated solutions focused first and foremost on connecting REALTORS® with consumers.

I highly recommend you attend this meeting, or follow along at the REALTOR® Party Live Blog.

I’d also recommend you do what I did, look at your own market data and compare it to Zillow’s Zestimate and share it with your market. I’ve already had two listing appointments thanks to sharing this data with my sphere of influence!

Chris Nichols

Chris Nichols is the Regional Vice President of Membership Development for Better Homes and Gardens Real Estate. He's the 2016 President of the Utah Association of REALTORS® and a past President of the Utah County Association of REALTORS®, and was their 2011 REALTOR® of the Year. Chris is an NAR RPAC Fundraising Trustee and serves as an FPC to US Senator Mike Lee (UT). He is a graduate of the 2010 National Association of REALTORS® Leadership Academy and the past Chair of Social Media Advisory Board. He is a returning featured attendee at Conference Live, a contributor to several industry blogs, an Inman 100 Most Influential Leader in Real Estate, and a social media ambassador to Inman News.

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  1. There are two problems with Zillow here in Nevada. First of all, the Zesitmates are off, and Zillow will tell you right on their website that they are close (+/-9%) only 26% of the time. The second problem is that the data in the feed is bad.