Technology

Zillow launches national TV ad campaign

TV spots to air on HGTV, CNN, USA and Lifetime

Zillow announced its first national TV campaign, “Find Your Way Home,” with two spots in 30- and 60-second versions that will air, beginning today, on cable channels HGTV, CNN, USA, A&E and Lifetime.

The Seattle-based company said it plans to “step on the (marketing) gas” in 2013. The TV play — along with an increase in online display banner ads — is part of its $20 million to $30 million advertising budget, double what it was in 2012.

60-second version of Zillow’s new TV spot, “Long Distance,” part of its new, summer season TV ad campaign.

The campaign features a spot released last September on ABC Family, HGTV, CNN and Travel Channel and other networks when Zillow “tested” the TV ad waters with an ad featuring a young family searching for their perfect home on Zillow, using a variety of technologies including video chat, Zillow’s iPad app and Bluetooth.

“The process of shopping for a home today is emotional, absorbing, collaborative, and driven by technology and online information,” said Amy Bohutinsky, Zillow’s chief marketing officer, in a statement. “Our ‘Find Your Way Home’ campaign chronicles modern families in ways that most home shoppers can relate — as they search for not just a home, but a place for their life to happen.”

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