JLL vs Zillow Group: Tone of Voice Compared

A side-by-side comparison of how JLL and Zillow Group communicate — tone words, language style, sentence structure, and taglines.

In short

JLL and Zillow Group both compete in Real Estate, but they don't sound alike. JLL sounds future-focused, global, sustainable, writing in visionary language, while Zillow Group sounds helpful, transparent, digital, writing in helpful language. They share no tone words at all. JLL's tagline, "We Shape the Future of Real Estate", captures its voice; Zillow Group answers with "Find Your Way Home".

Voice comparison

DimensionJLLZillow Group
Tone wordsFuture-Focused, Global, SustainableHelpful, Transparent, Digital
Language styleVisionaryHelpful
Sentence typeStatementCommand
TensePresentPresent
ExpressionImaginativeImaginative
Tagline"We Shape the Future of Real Estate""Find Your Way Home"

What JLL and Zillow Group share

JLL and Zillow Group share no tone words. Both compete in the Real Estate sector.

Where they differ

JLL leans future-focused, global, sustainable. Zillow Group leans helpful, transparent, digital.

Positioning & strategy

DimensionJLLZillow Group
Brand messageShaping the future of commercial real estateMaking real estate transparent and accessible
MissionShape the future of real estate for a better worldGive people the power to unlock life's next chapter
Core conceptFuture ShapingHome Discovery
Core tensionPresent vs. FutureOpaque vs. Transparent

Frequently Asked Questions

How is JLL's tone of voice different from Zillow Group's?

JLL uses a future-focused, global, sustainable tone with visionary language, while Zillow Group uses a helpful, transparent, digital tone with helpful language. They share no tone words.

What is JLL's tagline and what is Zillow Group's tagline?

JLL's tagline is "We Shape the Future of Real Estate". Zillow Group's tagline is "Find Your Way Home".

Do JLL and Zillow Group target the same market?

Yes — both JLL and Zillow Group compete in the Real Estate sector, though JLL focuses on commercial real estate and Zillow Group on real estate / proptech.

Is JLL or Zillow Group more figurative in its messaging?

Both lean imaginative — JLL and Zillow Group each express themselves in a imaginative way.

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