{
  "docId": "019dd923-5efe-75c0-8dff-369f1805e3fc",
  "docSlug": "02156e9b8b18e145",
  "documentTitle": "2024 02 Investor Strategy",
  "authorId": "Zillow",
  "authorName": "Zillow Group",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.777,
  "pageNumber": 13,
  "pageCount": 31,
  "prevPage": 12,
  "nextPage": 14,
  "slideType": "market_sizing",
  "function": "size_opportunity",
  "density": "dense",
  "nDataPoints": 8,
  "notes": "Uses a funnel diagram to illustrate market sizing and conversion opportunity.",
  "elementsJson": [
    "headline_text",
    "funnel_chart",
    "big_number",
    "footnote"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5efe-75c0-8dff-369f1805e3fc/13",
  "deckHref": "/decks/019dd923-5efe-75c0-8dff-369f1805e3fc",
  "deckJsonHref": "/decks/019dd923-5efe-75c0-8dff-369f1805e3fc.json",
  "deckAnchorHref": "/decks/019dd923-5efe-75c0-8dff-369f1805e3fc#slide-13",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "Opportunity is to convert more high-intent customers already engaged in our funnel",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd952-8810-7350-b9f8-c2caac3c4ea6",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.6,
        "w": 0.5,
        "x": 0.25,
        "y": 0.25
      },
      "kind": "chart",
      "text": null,
      "attrs": null,
      "subkind": "funnel",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "e09391db-2fd4-49c4-b49c-76dc5d05e93e",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.9,
        "x": 0.05,
        "y": 0.88
      },
      "kind": "disclaimer",
      "text": "1. Estimate of buy- and sell-side transactors engaged in Zillow's funnel multiplied by estimated revenue per transaction for buyers and sellers, respectively. 2. See slide 12 for information regarding calculation of the Residential and Mortgages (For Sale) TAM. Zillow Visitor TAM calculated as 70% of Residential and Mortgage TAM, estimating that 70% of all transactors use Zillow. 3. Average monthly unique users for the year ended Dec. 31, 2023. See our SEC filings for information on how we calculate average monthly unique users. 4. Estimated from Zillow Group internal data. 5. Zillow Group internal estimate of percentage of total agent partner connections who transact and total purchase mortgage leads who transact in each case, with or without Zillow Group.",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "300693a4-4e4e-4727-a2a0-4f48f905aa20",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.1,
        "x": 0.05,
        "y": 0.67
      },
      "kind": "metric",
      "text": "$30B",
      "attrs": null,
      "subkind": "big-number",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "fa16ef59-bd8a-4836-bf63-4d873180812b",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "For Sale Revenue Opportunity: $30B",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-8810-7350-b9f8-c7cb12235641",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.6,
        "x": 0.05,
        "y": 0.08
      },
      "kind": "title",
      "text": "$30B For Sale Revenue Currently Accessible in Funnel",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "ca3d8637-524c-49c9-ac1d-b117599e3964",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.03,
        "w": 0.6,
        "x": 0.05,
        "y": 0.14
      },
      "kind": "title",
      "text": "Opportunity is to convert more high-intent customers already engaged in our funnel",
      "attrs": null,
      "subkind": "subtitle",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "98038ee4-3ec8-48bb-ad2e-c64fbc06b417",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019debf0-e43b-73fb-ae5a-cbf83cc34e3f",
      "evidence": "Title puts $30B figure in headline",
      "confidence": 88
    },
    {
      "name": "Chart Selection Guide",
      "slug": "chart-selection-guide",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019debf0-e465-74ed-94f8-9cc149f12c93",
      "evidence": "Inverted funnel visual matches conversion narrative",
      "confidence": 85
    },
    {
      "name": "Concrete Language",
      "slug": "concrete-language",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "019debf0-e4bc-71c8-b649-da191a701634",
      "evidence": "Stack of specific dollar figures and % conversion stats",
      "confidence": 78
    },
    {
      "name": "Pre-attentive Attributes",
      "slug": "pre-attentive-attributes",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019debf0-e48f-70e8-8cc8-52ab82e8cd4e",
      "evidence": "Orange band highlights $30B opportunity row",
      "confidence": 82
    }
  ],
  "frameworks": [
    {
      "name": "Conversion funnel",
      "slug": null,
      "matchId": "019debf0-ee04-72a2-9624-0236f649774b",
      "evidence": "Inverted funnel from Brand to Transactors-with-Zillow",
      "confidence": 88
    }
  ],
  "arcBeats": [
    {
      "to": 13,
      "from": 12,
      "beatId": "019debf0-dacc-777b-941b-6f11961e6724",
      "arcName": "The Sequoia Pitch",
      "arcSlug": "sequoia-pitch",
      "beatName": "Market Size",
      "beatSlug": null,
      "evidence": "$2.3T TTV / $187B TAM table and $30B funnel slide",
      "position": 5,
      "confidence": 78,
      "parentBeatName": null,
      "parentBeatSlug": null
    },
    {
      "to": 21,
      "from": 8,
      "beatId": "019debf0-dc48-7535-828e-0b7728830a4a",
      "arcName": "The Consultant's Gambit",
      "arcSlug": "consultants-gambit",
      "beatName": "Evidence & Proof",
      "beatSlug": null,
      "evidence": "Competitive lead, market sizing, test-market traction, KPI dashboards",
      "position": 4,
      "confidence": 68,
      "parentBeatName": null,
      "parentBeatSlug": null
    }
  ],
  "loops": [
    {
      "to": 13,
      "from": 11,
      "name": "Why Now",
      "slug": "15-why-now",
      "bestFor": "Sales pitches, fundraising, requesting immediate budget approval",
      "matchId": "019debf0-dcf1-70cb-8536-4e712a93ee31",
      "evidence": "p11 trigger (~3% turnover near historical bottom), p12 $187B TAM, p13 $30B already-in-funnel opportunity",
      "position": 3,
      "objective": "Establish opportunity window: cyclical low + huge addressable market",
      "structure": "The Context (Trends) -> The Trigger Event -> The Window of Opportunity",
      "confidence": 74,
      "description": "Create temporal urgency by proving that the window of opportunity is opening or closing"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}