BuyAbility and Rentals Apartment Shopper

Zillow BuyAbility Campaign
With affordability remaining the foremost challenge in today’s real estate market, Zillow is introducing BuyAbility in its latest ads – a NEW tool designed to give homebuyers a clear picture of their buying power in real time, right when they need it most, and turn "can I afford it?" into "let's do this!" - launched May 13th

Zillow, in collaboration with creative powerhouse 72andSunny LA, launched two new ads on May 13, directed by Karena Evans, under the creative platform “Home Just Got Real” introducing BuyAbility, a NEW tool designed to give homebuyers a clear picture of their buying power in real time

The spots acknowledge and validate the challenges and triumphs that especially first-time homebuyers on the market experience today. BuyAbility is a breakthrough for first-time homebuyers trying to understand how much they can afford and qualify for. It’s an accurate way to get a quick idea of your buying power in real time.

Zillow Rentals Campaign
Launching today, May 15, our latest campaign for Zillow Rentals showcases how the platform caters to renters’ unique needs — whether browsing at home or touring virtually in line for their acai bowl order – offering tools and filters for everything from pet-friendly spaces to outdoor areas.

Key Highlights for the Zillow Rentals Apartment Shopper Campaign include:
Research-Driven Strategy: Our campaign is informed by extensive research into the needs and preferences of apartment seekers, focusing on demographics (mostly younger and diverse, 67% earning below $50,000 annually), search behaviors (starting their search 2-4 months in advance), and budget considerations (with 83% prioritizing affordability).

Enhanced Features for Renters: The campaign highlights multifamily properties and showcases essential tools such as 3D tours, detailed floor plans, and high-quality photos, enabling renters to make informed decisions.

Creative Strategy:
We feature a cast of real human characters and their furry friends, set against a backdrop of various apartments and everyday settings like coffee shops, gyms, and dog parks. These scenes are designed to resonate with today’s renters and illustrate how Zillow’s helpful features and expansive listing inventory can help find the perfect place.

Elements like filters and 3D Tours are seamlessly woven into each scene, demonstrating how they can enhance the rental search experience.

Designed to pop in both traditional and digital realms, the campaign will be featured across owned channels like YouTube, social media (Facebook, Instagram, TikTok, Threads), digital displays, and more.

Social Media Focus: Complementing our main campaign, we’re launching a social-specific initiative in collaboration with content creators and production partners to ensure our content is optimally engaging for the digital audience.