Zillow has launched a new TV spot and rolled out national radio and print components of its $65 million national consumer marketing campaign today.
In 30- and 60-second versions, the new TV spot, which includes an original soundtrack from Grammy Award-winner Ray LaMontagne and begins airing nationally on cable and network TV channels today and will continue through the busy homebuying season, continues the “Find Your Way Home” marketing campaign Zillow launched last year.
Like Zillow’s first national TV ad “Long Distance” launched last May, and another TV ad it aired regionally “Find Your Way Home,” the ad features a young family using the portal’s mobile apps to search for, and find, a home.
Sixty-second version of Zillow’s new national TV spot, “Family Search.”
“This ad campaign showcases the way technology drives how families collaborate, shop for and ultimately find not just a house, but a place for their lives to happen,” said Amy Bohutinsky, Zillow chief marketing officer, in a statement.
The 2014 campaign, which launched earlier this year, includes mobile, digital, radio and print elements.
Realtor.com, which launched its first-ever national TV consumer marketing campaign in February, released two new TV ads today that will air throughout 2014.
Trulia launched its first-ever national TV ad in March as part of its $45 million 2014 consumer marketing campaign.
Zillow attributes much of the 50 percent annual growth in unique visitor count, which hit 79 million in April, to its consumer marketing campaign. Zillow is currently the most popular real estate site by total hits and unique visitors, according to Experian Marketing Services and comScore, respectively.