Zillow Unveils Two New Campaigns: Debut of Zillow Rentals' Ad Campaign and Launch of BuyAbility

May. 16, 2024

Zillow, in collaboration with creative powerhouse 72andSunny LA, launched two new ads on May 13, directed by Karena Evans, under the creative platform “Home Just Got Real” introducing BuyAbility, a NEW tool designed to give homebuyers a clear picture of their buying power in real time 

The spots acknowledge and validate the challenges and triumphs that especially first-time homebuyers on the market experience today. BuyAbility is a breakthrough for first-time homebuyers trying to understand how much they can afford and qualify for. It’s an accurate way to get a quick idea of your buying power in real time.

Key Highlights for the Zillow Rentals Apartment Shopper Campaign include:

Research-Driven Strategy: The campaign is informed by extensive research into the needs and preferences of apartment seekers, focusing on demographics (mostly younger and diverse, 67% earning below $50,000 annually), search behaviors (starting their search 2-4 months in advance), and budget considerations (with 83% prioritizing affordability).

Enhanced Features for Renters: The campaign highlights multifamily properties and showcases essential tools such as 3D tours, detailed floor plans, and high-quality photos, enabling renters to make informed decisions.

Creative Strategy:

• Team feature a cast of real human characters and their furry friends, set against a backdrop of various apartments and everyday settings like coffee shops, gyms, and dog parks. These scenes are designed to resonate with today’s renters and illustrate how Zillow’s helpful features and expansive listing inventory can help find the perfect place.
• Elements like filters and 3D Tours are seamlessly woven into each scene, demonstrating how they can enhance the rental search experience.
• Designed to pop in both traditional and digital realms, the campaign will be featured across owned channels like YouTube, social media (Facebook, Instagram, TikTok, Threads), digital displays, and more. 

Social Media Focus: Complementing the main campaign is the launch of a social-specific initiative in collaboration with content creators and production partners, ensuring that the content is optimally engaging for the digital audience.

Ravi Kandikonda, SVP, Marketing at Zillow said:

 "As part of our transformation into a Housing Super App, we are dedicated to supporting customers at every step of their housing journey, whether they are looking to rent or buy. Today we are launching Zillow Rentals' first ever national advertising campaign tailored specifically for apartment seekers. By focusing on the diverse needs and behaviors of renters, our campaign showcases the extensive selection and renter-centric features of Zillow Rentals to bring even more renters to the #1 most visited network.”

 

Beverly Jackson, VP, Brand and Product Marketing at Zillow said:

"This spring buying season, Zillow is unveiling BuyAbility, a game-changing tool that redefines how buyers navigate the market. It's designed to turn the daunting question of 'can I afford this?' into a resolute 'let's do this!' by delivering immediate, customized financial guidance. Through our new ads, we are recognizing the complexities of today's market and with the introduction of BuyAbility, we are truly elevating the homebuyers' journey."

 

Jen Berger, VP, Creative & Performance Media at Zillow said:

“There’s no way around it – buying a home today is challenging – so it was important that we approach this campaign from a place of authenticity and empathy to show the unfiltered reality of what it takes to get home. From the initial spark of possibility to the ultimate triumph of getting a home, we want buyers to feel empowered knowing Zillow can give them the confidence and resources to navigate their unique path to homeownership.”

 

Karena Evans, Director said:

“With the intention to not overlook the challenge of the market, we wanted to ensure each spot felt honest, specific and relatable, in hopes of empowering buyers towards the accessibility of their dreams. The narrative of the campaign hinges on this multilayered relationship story between the characters and each other, their homes, the viewer and Zillow. We lead with people: who they are, what they do and how they made their dream a reality. We hoped for a richly colored portrait that creates a real connection between the viewer, their potential and Zillow.”