Why Zillow is more than a home search brand in its first 72andSunny campaign

Zillow has long been known as a home search brand, but the real estate platform actually has much more to offer, including financing and the ability to connect consumers with agents. That’s the premise of the Seattle-based company’s new marketing campaign, its first from new creative AOR 72andSunny. The push introduces a new tagline, “Let’s Get You Home,” and uses “Zillow” as a verb to describe a host of real estate-related activities. “We as a company have been putting a significant amount of resources behind building products, services and integrated experiences that make it easier for our customers to not only find a home but also get a home,” said Ravi Kandikonda, senior VP of marketing at Zillow. He added that part of the remit for 72andSunny, which won the business in December after a six-month review, was to change the way consumers think about Zillow. The company’s own internal research found that many consumers were not aware of the brand’s capabilities. Zillow previously worked with Fig on creative duties. “It all came down to interrupting how the customers are thinking of us as a brand,” said Kandikonda. Check out the latest Ad Age events and award programs The new campaign includes a 60-second anthem spot with professional basketball player Bol Bol. A voiceover explains that Zillow can be used for dreaming but also for agents and home loans. “So Zillow your beautiful selves into that place you’ve been dreaming of, because now Zillow means everything you need to get home.” The spot will also run in a 30-second version. In addition, the brand is running individually focused videos on loans and agents—in total, it will air nine films. The campaign will air during Game 2 of the NBA Finals on June 4 on ABC and throughout the month on linear and streaming TV. The campaign also includes online video, podcast, radio and social media ads. Zillow’s internal media department worked with UM on media buying. The new push marks the first time Zillow is using its brand as a verb. “The job task given was how do we shift perception around Zillow and disrupt the pattern of Zillow being seen as a place where you search and dream to the place where you find and get a home,” said Bryan Rowles, executive creative director at 72andSunny. While Kandikonda declined to provide specifics on the budget for the new work, he said it “is one of the most substantial investments that we have made in the past 12 to 18 months.” Earlier this month, Zillow reported a 13% drop in total first-quarter revenue, to $469 million. The company lost $22 million during the quarter, after earning $16 million a year earlier. However, Zillow’s revenue exceeded analyst expectations, which had been lower due to the current housing slump. ~ ~ ~CORRECTION: An earlier version of this story misstated the connection between Zillow and real estate agents. Sign up for Ad Age newsletters From influencer marketing to agencies, get the latest news and analysis delivered to your inbox Click here

Why Zillow is more than a home search brand in its first 72andSunny campaign

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