CHALLENGE

In 2021, Zillow was transforming from a listings site to an end-to-end platform.

UNLOCK

Moving is highly emotional. Second to divorce in adult stress, with 40% of people crying during the process. The category ignores this and treats it as purely rational. Or worse, adds "you're gonna get a bad deal" energy.

STRATEGY

Be the most empathetic place in real estate.

Instead of feeding anxiety or ignoring it, we focused on making real estate feel more manageable. Or even magical.

RESULTS

The campaign increased YoY traffic share by 62% and lifted first-choice preference by 25%, with double-digit gains in perceptions of "Zillow helps me throughout the moving journey."