Zillow
Change is Hard but It’s Worth it
A story of changing perceptions
In a category focused only on functional messaging, we told emotionally resonant stories that reflected real consumer truths about moving.
We shifted perceptions of Zillow from just a listings service to an end-to-end real estate platform that supports and empathizes with consumers throughout the entire moving journey, through a full funnel body of work spanning 3 years.
The work ensured Zillow maintained their status as category leader, driving an increase in site traffic of 62% and lifting first-choice preference by 25%.
