StreetEasy’s Susan Daimler tapped for national Premier Agent role

Agent ad feature roiled NYC brokerages when it launched in 2017

National /
Oct.October 29, 2018 01:32 PM

From left: Susan Daimler, Matt Daimler, and Zillow Group CEO Spencer Rascoff (Credit: Twitter)

StreetEasy general manager Susan Daimler has been tapped for a national role running Zillow Group’s Premier Agent program — the lucrative advertising feature that last year roiled New York brokers, resulting in a probe by state regulators.

The Seattle-based listings giant said Monday that Daimler had been named to a “key strategic role” as senior vice president of Premier Agent, a newly-created role that reflects the program’s vital role at Zillow.

Last year, Premier Agent generated $761.1 million of Zillow Group’s $1.1 billion in revenue. That’s a 26 percent year-over-year, and nearly 70 percent of the company’s total revenue.

Daimler has led StreetEasy since 2013, when Zillow purchased the New York City-based site for $50 million.

She will be succeeded as head of Zillow’s New York operation by her husband, Matt Daimler, who had been heading up the company’s strategic initiatives in New York. He was also general manager of Out East, Zillow’s Hamptons-focused  portal. Zillow also operates Naked Apartments, which it purchased for $13 million in 2016.

Prior to joining Zillow, Susan and Matt Daimler founded Buyfolio, a co-shopping platform. They also founded SeatGuru, which they sold to TripAdvisor in 2007.

In a statement, Greg Schwartz, Zillow’s president of media and marketplaces, said StreetEasy experienced “tremendous success” under Susan’s leadership.

Although New York brokers lambasted Premier Agent when it launched in 2017, under Daimler’s leadership many of the city’s biggest firms came around.

In a major turnaround, the Corcoran Group, Douglas Elliman, Nest Seekers International and BOND New York opted into StreetEasy’s “Premier Broker” program, through which firms can purchase buyer leads.

Within a year of Premier Agent’s New York City debut, prices had skyrocketed thanks to auction-based pricing that saw the price-per-lead spike in some of Manhattan’s priciest ZIP codes.

Prodded by the Real Estate Board of New York, which is opposed to Premier Agent, state regulators are looking into how listings are marketed online. The Department of State is said to be considering new guidelines that would require changes to Premier Agent as well as other forms of online advertising.


Related Articles

arrow_forward_ios
Zillow CEO Spencer Rascoff is stepping down as his co-founder takes over
Zillow CEO Spencer Rascoff is stepping down as his co-founder takes over
Zillow CEO Spencer Rascoff is stepping down as his co-founder takes over
Placeholder image
Zillow to pay $50M for StreetEasy
Zillow to pay $50M for StreetEasy
Silver Lining Ranch in Aspen (Redfin, Illustration by The Real Deal)
Aspen Mansion sells for a steep $69M
Aspen Mansion sells for a steep $69M
145 Reade Street (Illustration by Kevin Cifuentes for The Real Deal with Getty Images, Zillow)
Real estate investor lists Tribeca townhouse for first time in 20 years
Real estate investor lists Tribeca townhouse for first time in 20 years
Corcoran's David Mayer and Compass' Augusto Bittencourt (Corcoran, Compass, Getty)
Foreign investors shift real estate strategies as dollar strengthens
Foreign investors shift real estate strategies as dollar strengthens
Ron Burkle and 704 Broadway (Modlin Group, Hugoatyugo/CC BY-SA 3.0/via Wikimedia Commons)
Billionaire Ron Burkle selling Noho penthouse
Billionaire Ron Burkle selling Noho penthouse
Tim Foley (Anywhere, Getty Images)
Anywhere Real Estate’s Tim Foley resigns
Anywhere Real Estate’s Tim Foley resigns
(Illustration by The Real Deal with Getty)
Rising mortgage rates lock out homebuyers, trigger layoffs
Rising mortgage rates lock out homebuyers, trigger layoffs
arrow_forward_ios

The Deal's newsletters give you the latest scoops, fresh headlines, marketing data, and things to know within the industry.

Loading...