Zillow®, the leading real estate information and home-related marketplace, today launches a new national advertising campaign, “Finding Home.” The campaign kicks off today with three national TV spots; several more will roll out over the spring and summer.
The campaign features different stories that illustrate the diversity of home buyers today and their unique and varied challenges. All of the ads were inspired by real stories from Zillow users and employees. The first TV spots feature a young family making a fresh start, a millennial buying his first home, and a multi-generational family searching for a new home.
“Finding Home” leverages Zillow’s extensive consumer research including the recent Zillow Group Consumer Housing Trend Reporti, which sheds new light on home shopping and ownership in America today. Millennials (age 18-34) are driving the housing market, comprising nearly half (42 percent) of all home buyers today. In addition to playing an increasingly larger role in the housing market, the millennial generation is more diverse than older generations.
“We talk with hundreds of thousands of people each year to understand their needs, frustrations and desires when it comes to finding a home so that we can build products to help them,” said Jeremy Wacksman, Zillow CMO. “We hear so many incredible personal stories about the different paths people take to homeownership. We were inspired to bring the modern home shopping story to life with this campaign.”
Zillow has seen significant increases in brand awareness since launching the award-winning campaigns “Find Your Way Home®” which ran from 2013 to 2015 and “Home” which ran in 2016. Zillow’s unaided brand awareness has grown from nine percent, before advertising, to nearly 40 percent, making it the most widely known brand in category.
The TV ads will run in :60, :30 and :15-second formats on broadcast and cable networks including ABC, NBC, HGTV and TBS. The campaign will also include national radio, print, and digital advertising.
The TV spots were produced Deutsch and were directed by Natalie Rae, an award winning filmmaker.
Zillow® is the leading real estate and rental marketplace dedicated to empowering consumers with data, inspiration and knowledge around the place they call home, and connecting them with the best local professionals who can help. Zillow serves the full lifecycle of owning and living in a home: buying, selling, renting, financing, remodeling and more. In addition to Zillow.com®, Zillow operates the most popular suite of mobile real estate apps, with more than two dozen apps across all major platforms. Launched in 2006, Zillow is owned and operated by Zillow Group and headquartered in Seattle.