Zillow BuyAbility and Rentals Apartment Shopper
In today’s challenging real estate market, affordability remains a significant hurdle for many prospective homebuyers. To address this, Zillow has introduced BuyAbility, a groundbreaking tool that provides homebuyers with a clear picture of their buying power in real-time. Launched on May 13th, BuyAbility aims to transform the question “Can I afford it?” into a confident “Let’s do this!”
Zillow BuyAbility Campaign
Zillow, in collaboration with the creative powerhouse 72andSunny LA, launched two compelling ads directed by Karena Evans. These ads fall under the creative platform “Home Just Got Real,” showcasing BuyAbility as an essential tool for first-time homebuyers. The campaign acknowledges the challenges and triumphs that homebuyers face today, providing an accurate and instant understanding of their buying power.
BuyAbility is particularly beneficial for first-time homebuyers who often struggle to gauge how much they can afford. By offering real-time insights, this tool simplifies the home-buying process, making it more accessible and less daunting. Zillow’s new ads highlight the tool’s potential to turn dreams of homeownership into reality.
Zillow Rentals Campaign
Launching on May 15th, the latest campaign for Zillow Rentals highlights how the platform meets renters’ unique needs. Whether browsing at home or virtually touring an apartment while waiting in line for an acai bowl, Zillow offers tools and filters that cater to various preferences, from pet-friendly spaces to outdoor areas.
Key Highlights of the Zillow Rentals Apartment Shopper Campaign:
- Research-Driven Strategy: The campaign is based on extensive research into the needs and preferences of apartment seekers. It focuses on demographics, search behaviors, and budget considerations. The research shows that most apartment seekers are younger, diverse, and earn below $50,000 annually. They typically start their search 2-4 months in advance, with affordability being a top priority.
- Enhanced Features for Renters: The campaign highlights essential tools such as 3D tours, detailed floor plans, and high-quality photos. These features enable renters to make informed decisions and find the perfect place to call home.
Creative Strategy
The campaign features a cast of real human characters and their furry friends, set against various backdrops like coffee shops, gyms, and dog parks. These relatable scenes illustrate how Zillow’s extensive listing inventory and helpful features can enhance the rental search experience.
Elements such as filters and 3D tours are seamlessly integrated into each scene, showcasing their practical application. Designed to stand out in both traditional and digital realms, the campaign will be featured across owned channels like YouTube, social media platforms (Facebook, Instagram, TikTok, Threads), digital displays, and more.
Social Media Focus
To complement the main campaign, Zillow is launching a social-specific initiative in collaboration with content creators and production partners. This effort ensures that the content is optimally engaging for the digital audience, maximizing reach and impact.
This professional campaign, titled “BuyAbility and Rentals Apartment Shopper,” was published in the United States in May 2024. Created for the brand Zillow by the ad agency 72andSunny, this integrated medium campaign is related to the real estate industry and contains three media assets. By leveraging innovative tools and a comprehensive marketing strategy, Zillow aims to empower both homebuyers and renters, making the process of finding a new home easier and more efficient.
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