Another significant weakness the company has had to contend with is the continual churn of customers across free and fee-based services (Zillow Investor Relations, 2012). Churn continues to drop Customer Lifetime Value (CLV) and eventually reduces the company's tock price over time as well. This weakness is one that continually has challenged the company to grow in previous years (Zillow Investor Relations, 2012). The company confronted this weakness and invested heavily in analytics and advanced Customer Relationship Management (CRM) applications to better track and understand the overall value of their customers (Zillow Investor Relations, 2012).
A third weakness is the pricing model of the various business units is their reliance on access and fee-based pricing instead of value-based pricing (Zillow Investor Relations, 2012). This will eventually change as the company gains greater insight through analytics how to price to the market requirements, yet today this continued to be a weakness.
Opportunities
The potential for growth of the service on mobile platforms is exceptional, with the company recording 23.5 million average monthly unique website users who accessed at least one property online (Zillow Investor Relations, 2012). This equated into a year-over-year growth of 86% (Zillow Investor Relations, 2012). Mobile traffic continues to accelerate as does Web-based complex queries from the Premier Agent services (Zillow Investor Relations, 2012).
A second major opportunity is the potential to create advanced partnerships with realtors and create special-label versions of the website content and algorithm as well. This opportunity would broaden the Zillow brand and make it even more recognizable across the industry.
Third, the company only occasionally does surveys and research, and is continually improving the level of data analysis they can produce. Another opportunity is to take these surveys and create a specific series of research services and studies that can be used for by realtors and investment groups to better...
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