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Why Collaboration Is Key to Zillow’s Social Success

Posted Under: Social Pros Podcast
Hosted By

Daniel Lemin

Convince & Convert

Hannah Tooker


Leanna Pham

Convince & Convert
About Social Pros Podcast:

Social Pros is one of the longest-running marketing podcasts in existence (10 YEARS and counting), and was recently recognized as the #1 Audio/Podcast Series by the Content Marketing Awards.

Our purpose? Making sure that we speak to real people doing real work in social media.

Listeners get inside stories and behind-the-scenes secrets about how teams at companies like Google, Reddit, Glossier, Zillow, Lyft, Marvel, and dozens more, staff, operate, and measure their social media programs.  With 600+ episodes, the Social Pros Podcast brings the humanity of social media to the forefront, while providing incredibly useful marketing strategies that listeners can immediately implement.

Follow Social Pros on LinkedIn.

To inquire about becoming a guest or show sponsor, please email our Executive Producer, Leanna Pham, at

Apple Podcast Reviews:

The Social Pros podcast has quickly become a favorite in my feed! I'm consistently impressed by the engaging conversations, insightful content, and actionable ideas. I truly learn something every time I listen!

@Arlie K

This is absolutely an awesome listen for anyone in communications or social media!!


This podcast has become one of my staple weekly podcasts for learning about marketing! Love the conversations that they have and it's always enjoyable and educational!


Love the podcast - informative, in depth and spot on for any business size.


Sam Gonzales, Social Media Manager at Zillow, joins the Social Pros podcast to explore the powers of collaboration and how they’ve helped him take his brand’s social approach to the next level.

Resonating and Educating on Social 

Finding your voice on social media is no mean feat. When you’re tasked with educating your audience whilst maintaining a fun, light-hearted approach that resonates with people, collaboration is essential. 

On this episode of Social Pros, Sam Gonzales, Social Media Manager at Zillow, explains how collaboration has helped him grow their social profile.  

Sam details how the company joined forces with pet-sitting organization Rover, dives into the role social plays in corporate communication, and lets us in on how Zillow’s team functions while building partnerships. 

We’d also just like to note that this episode of Social Pros was recorded prior to the recent Twitter layoffs. 

In This Episode:

  • 4:44 – Introducing Sam Gonzales 
  • 5:35 – Zillow’s social strategic mission 
  • 7:16 – Balancing education and fun on social 
  • 10:27 – Cutting through the noise in real estate social 
  • 13:17 – Does Zillow react to current affairs? 
  • 16:55 – Zillow’s collaboration with Rover 
  • 21:18 – How Sam has structured his social team 
  • 25:08 – Exploring brand collaborations 
  • 27:14 – Changing approach for each channel 
  • 32:19 – Leveraging trends on TikTok 
  • 36:45 -Sam provides top tips for social pros

Quotes From This Episode:

I always put myself in the end user’s shoes and assume they know nothing about real estate. I try to create content that encourages them to get educated about it. Click To Tweet

“The first thing I do on a daily basis is log into LinkedIn and see what’s trending. Then I log into Twitter and check what’s trending.” – @SamGonzales 

“A big part of my job is to use the platforms to educate people about what’s going on with the real estate market.” – @SamGonzales 


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