Challenge: In 2021 Zillow was transforming from listings site to 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."