Zillow is hoping to sink its teeth into more homeowners with the launch of a new advertising campaign called “Finding Home”. The company is kicking off with advertising slots on three national TV channels, with more planned for later in the year.
Zillow’s new campaign is focused on stories that illustrate the diversity of home buyers today, as well as the unique and varied challenges they face. All of the ads were inspired by real stories from Zillow users and employees, the company said. 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.
The Finding Home campaign was conceived following extensive consumer research by the company, including the recent Zillow Group Consumer Housing Trend Report which sheds new light on home shopping and ownership in America today. That report found that millennials (those aged 18-34) are driving today’s housing market, comprising 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.”
Finding Home follows on from previous successful Zillow advertising campaigns such as “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 one of the best known brands in online real estate.
All of Zillow’s TV ads can be found at Zillow.com/TV or Zillow’s YouTube Channel, the company said.
Check out one of the new commercials in the video below: