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Citi ups mobile commitment to Zillow as its digital alliance expands

Citi is ramping up its mobile commitment to real estate marketplace Zillow?s digital platform, expanding its advertising presence on the Street Easy mobile application and proving that relevant cross-partnerships can find an ideal home on mobile.

The financial services brand is prioritizing which cities its ads will be heavily rolled out in, in the hopes of targeting home buyers and consumers needing mortgage financing services. It will now have an increased presence on Zillow Mortgages and Zillow in addition to the New York City-based Street Easy app.

?We recognize that engaging with our customers in the digital space is crucial,? said a spokeswoman for Citi mortgage business. ?Zillow is an important tool for potential homebuyers and this alliance will allow us to be present on the platform to better serve those in need of home financing throughout the purchase cycle.?

Amplifying advertising
The financial company will amplify the volume of ads shown on Street Easy for mortgages, including sponsorship for content, several ad placements and visibility for pre-certified and approved buildings. Citi will also roll out more advertising on Zillow?s mobile site and desktop experience.

The brand is set to entice potential clients by highlighting its mortgage features on the sites, such as relationship pricing and on-time closing guarantee. Users with any inquiries can quickly be connected to a Citi representative via customer support options.

Teaming up with Zillow was a sound strategy for Citi, as many potential home buyers choose to conduct research for properties online, according to the head of Citi?s mortgage business globally. Therefore, Citi is able to target its exact preferred demographic with relevant advertising.

Zillow?s accessibility for the real estate community, via both mobile and desktop, provides the opportunity to reach consumers seeking for homes in a very productive manner.

Zillow Mortgages experienced more than 26 million loan requests in the past year alone, suggesting that it functions as a primary stop for many mortgage shoppers seeking guidance with the process. This offers Citi a prime chance to connect with those consumers and create a long-lasting relationship with the brand.

Real estate on mobile
Consumers? desire to browse on mobile devices also opens massive opportunities for marketers in the real estate sector. Zillow saw nearly 90 million users visit its platforms during 2014?s peak home shopping month.

Meanwhile, the StreetEasy app offers a plethora of features for consumers thinking about purchasing or renting a new home, from search capabilities for new listings, neighborhood filtering options, virtual tours of streets and the ability to email or call a real estate agent directly from the app.

Users can also input open houses into a personal calendar, and sync all saved searches and buildings to a desktop account.

The StreetEasy app can be downloaded on iOS and Android platforms, but is currently only available for New York City properties.

Citi?s partnership with Zillow displays the potential for two major brands to team up and create a lucrative cross-marketing platform, based on relevance to guests? needs.

?We are excited to offer this added value to potential homebuyers,? Citi?s spokeswoman said.

Final Take
Alex Samuely is an editorial assistant on Mobile Marketer, New York