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Published Sep 22, 2022

Rapid Response: Flipping your strategy in a volatile market, w/Zillow's Susan Daimler

Explore Zillow's strategic transformation led by Susan Daimler as she shares insights into building a housing super app, long-term planning in volatile markets, and cultivating an entrepreneurial culture that fuels innovation and growth.
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  • Long-Term Planning

    Susan Daimler emphasizes the importance of long-term planning over immediate solutions, especially in volatile markets. She explains that constantly pivoting to adjust to market changes can be disruptive for employees and the company. Instead, Zillow focuses on building for the future, ensuring they are well-positioned regardless of market conditions.

    If you're constantly trying to chase what's happening yesterday or what you think is going to happen in two days, that becomes really difficult for employees because their work keeps changing.

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    This approach helps maintain a steady and productive pace, avoiding the pitfalls of short-term reactions 1 2.

       

    Navigating Uncertainty

    Navigating uncertainty is a skill that Susan has honed through her experiences with startups in challenging times. She highlights the importance of focusing on controllable factors and viewing volatility as an opportunity rather than a setback. Zillow's strong financial position allows it to continue investing and leveraging these opportunities.

    It's about staying the course and controlling what you can control. And I think if you focus on the controllable, especially in these times, it will really benefit you at the end.

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    This mindset positions Zillow to thrive even when external factors are unpredictable 2.

       

    Employee Communication

    Effective communication with employees is crucial during market volatility, according to Susan. She stresses the need for a clear and consistent message to prevent confusion and maintain morale. By ensuring employees understand the company's long-term strategy and their role in it, Zillow fosters a stable work environment.

    You really need to put out that strategy, make sure that they understand the work that they do, why it's important, how it contributes, and that keeps that very steady, productive pace.

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    This clarity helps the company move forward without being hindered by constant changes in direction 1.

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