From GEICO's Gecko to Disrupting Zillow: Chris Mumford on Challenger Brands & Marketing Wars

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X-Factor Marketing With Wendy Forsythe

eXp Media

25 episodes

3 days ago

Transform Your Brand. Elevate Your Business. Unleash Your Potential. Join marketing strategist Wendy Forsythe each week as she reveals the secrets behind building unforgettable brands that captivate and convert. With her extensive knowledge and proven track record of enhancing brand recognition for high-profile businesses, Wendy guides you through discovering what makes you extraordinary. This isn't just another marketing podcast—it's your roadmap to standing out in a crowded marketplace. Through actionable strategies, mindset shifts, and powerful storytelling techniques, you'll learn to identify your unique X-Factor and transform your marketing from forgettable to unforgettable. Ready to show up confidently and succeed authentically? Subscribe now and join the movement of professionals who are redefining what it means to market with purpose and passion. Follow Wendy: https://www.instagram.com/brandwendy/

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Marketing

Business,

Entrepreneurship

From GEICO's Gecko to Disrupting Zillow: Chris Mumford on Challenger Brands & Marketing Wars

X-Factor Marketing With Wendy Forsythe

29 minutes

1 week ago

From GEICO's Gecko to Disrupting Zillow: Chris Mumford on Challenger Brands & Marketing Wars

➡️ Download the FREE "Content Creation Realities & Lessons: A Guide to Smarter Strategy": https://stan.store/wendyforsythe

Homes.com CMO Chris Mumford (ex-GEICO, creator of GEICO Caveman & Hump Day campaign) reveals how Your Listing Your Lead is disrupting Zillow & real estate marketing.

Discover challenger brand strategies behind Super Bowl 2024 with Dan Levy & Heidi Gardner, why brand personality beats metrics, talkability marketing grows brands 2.5X (McKinsey), and non-lead diversion delivers true agent leads.

➡️ Show Links

Instagram: https://www.instagram.com/homesdotcom/
Website: https://www.homes.com/
Facebook: https://www.facebook.com/homesdotcom/?ref=_xav_ig_profile_page_web#

➡️ Timestamps:

0:18 GEICO legacy & iconic campaigns
1:18 What is a challenger brand?
2:37 Early career: UPS vs FedEx, GEICO 2006
4:05 Innovation under pressure
5:19 Brand personality is the ultimate asset
6:30 Shift from TV to omnichannel
8:26 Know your identity → know your risks
9:09 Homes.com: Mission-driven challenger
10:58 GEICO innovation: 3–4 storylines in TV
13:05 Homes.com = Robin Hood fixing lead models
13:55 “Your Listing, Your Lead” explained
14:38 Zillow model vs Homes.com (never sells leads)
15:02 Agent-first: Faster sales via internet power
16:01 Super Bowl 2024 launch breakdown
16:25 Dan Levy + Heidi Gardner inject personality
18:06 Acquired & flipped to non-lead-diversion
18:30 Super Bowl = massive exposure play
20:01 Top-funnel → mid-funnel education
21:18 Old channels reborn: Direct mail, email
22:09 Agents: Layer your brand on Homes.com
23:30 Myth: Talk = 2.5X growth (McKinsey)
24:44 Not all PR is good PR
25:10 Create cultural conversations
26:37 X Factor: Extreme competitiveness

➡️ Connect With Wendy

https://x.com/brandWendy/
https://www.linkedin.com/in/wendyforsythe/
https://www.instagram.com/brandwendy/

#HomesCom #YourListingYourLead #Zillow #ChallengerBrand #SuperBowl2024 #DanLevy #HeidiGardner #GEICOCaveman #HumpDay #RealEstateMarketing #AgentLeads #BrandPersonality #Talkability #McKinsey #NonLeadDiversion #ChrisMumford #RobinHoodBrand #Omnichannel #DirectMail #XFactorMarketing