{"id":25994,"date":"2023-06-20T09:25:53","date_gmt":"2023-06-20T16:25:53","guid":{"rendered":"https:\/\/presskitchen.com\/?p=25994"},"modified":"2026-01-28T09:50:19","modified_gmt":"2026-01-28T09:50:19","slug":"zillow-is-more-than-home-search-brand","status":"publish","type":"post","link":"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/zillow-is-more-than-home-search-brand\/","title":{"rendered":"With Music by Butter Music + Sound, See Why Zillow is More Than Home Search Brand in its First 72andSunny Campaign via Ad Age"},"content":{"rendered":"<h1>Real estate brand is highlighting its agent and home loan offerings.<\/h1>\n<p>&nbsp;<\/p>\n<p><iframe title=\"Look What You Can Zillow Now\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/Zknf3b8CeNc?feature=oembed&#038;width=840&#038;height=1000&#038;discover=1\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p id=\"first-graph\" class=\"inline-ad-para paragraph-newsletter-1\">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\u2019s the premise of the Seattle-based company\u2019s new marketing campaign, its first from\u00a0new creative AOR 72andSunny.<\/p>\n<p class=\"inline-ad-para paragraph-newsletter-2\">The push introduces a new tagline, \u201cLet\u2019s Get You Home,\u201d and uses \u201cZillow\u201d as a verb to describe a host of real estate-related activities.<\/p>\n<p class=\"paragraph-newsletter-8\">\u201cWe 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,\u201d said Ravi Kandikonda, senior VP of marketing at Zillow.<\/p>\n<p class=\"paragraph-newsletter-9\">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\u2019s own internal research found that many consumers were not aware of the brand\u2019s capabilities. Zillow previously worked with Fig on creative duties.<\/p>\n<p class=\"paragraph-newsletter-10\">\u201cIt all came down to interrupting how the customers are thinking of us as a brand,\u201d said Kandikonda.<\/p>\n<p class=\"inline-ad-para paragraph-newsletter-11\">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. \u201cSo Zillow your beautiful selves into that place you\u2019ve been dreaming of, because now Zillow means everything you need to get home.\u201d<\/p>\n<p class=\"paragraph-newsletter-12\">The spot will also run in a 30-second version. In addition, the brand is running individually focused videos on loans and agents\u2014in 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.<\/p>\n<p class=\"inline-ad-para paragraph-newsletter-13\">Zillow\u2019s internal media department worked with UM on media buying.<\/p>\n<p class=\"paragraph-newsletter-14\">The new push marks the first time Zillow is using its brand as a verb.<\/p>\n<p class=\"paragraph-newsletter-15\">\u201cThe 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,\u201d said Bryan Rowles, executive creative director at 72andSunny.<\/p>\n<p class=\"paragraph-newsletter-16\">While Kandikonda\u00a0declined to provide specifics on the budget for the new work, he said it \u201cis one of the most substantial investments that we have made in the past 12 to 18 months.\u201d<\/p>\n<p>Earlier this month,\u00a0<a class=\"omnitrack inline-paragraph-link\" href=\"https:\/\/www.prnewswire.com\/news-releases\/zillow-group-reports-first-quarter-2023-financial-results-301815042.html\" data-omnilocation=\"articlebody\" data-omnilink=\"editorial-link\">Zillow reported<\/a>\u00a0a 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,\u00a0<a class=\"omnitrack inline-paragraph-link\" href=\"https:\/\/www.geekwire.com\/2023\/zillow-group-tops-q1-estimates-with-469m-in-revenue-amid-challenging-housing-market\/\" data-omnilocation=\"articlebody\" data-omnilink=\"editorial-link\">Zillow\u2019s revenue exceeded analyst expectations<\/a>, which had been lower due to the current housing slump.<\/p>\n<p>Click <a href=\"https:\/\/adage.com\/article\/marketing-news-strategy\/zillows-first-ad-72andsunny-moves-beyond-home-search\/2497326\">HERE<\/a> to read the original article.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Real estate brand is highlighting its agent and home loan offerings. &nbsp; https:\/\/www.youtube.com\/watch?v=Zknf3b8CeNc Zillow has long been known as a home search brand, but the real estate platform actually has much more to offer, including&#8230;<\/p>\n","protected":false},"author":2,"featured_media":25997,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[218,256,268,211,217],"tags":[257,262,263,269,276,822,3033,3666,3667,248,249],"class_list":["post-25994","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","category-butter","category-music","category-fresh-news","category-ads","tag-butter-music-sound","tag-commercials","tag-creativity","tag-music-2","tag-sound-design","tag-advertisement","tag-72andsunny","tag-butter-music-and-sound-ny","tag-zillow","tag-ad","tag-advertising"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>With Music by Butter Music + Sound, See Why Zillow is More Than Home Search Brand in its First 72andSunny Campaign via Ad Age<\/title>\n<meta name=\"description\" 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