Seattle-based property portal Zillow, on a mission to empower consumers with information and tools enabling them to make educated decisions about homes, real estate and mortgages since 2006, has managed to amass a living database of more than 110 million U.S. homes*, without ever launching a TV marketing campaign.
Alas, the company has rolled out its first-ever TV commercial, “Find Your Way Home” yesterday, featuring it on networks such as HGTV, CNN, MSNBC, ABC Family and the Travel Channel.
The ad takes a sentimental approach in advertising Zillow, featuring a mother looking for a lifestyle rather than a building to call home. The commercial highlights Zillow’s easy searching capability, as it shows her casually browsing neighbourhoods on her iPad while her child sleeps on her lap. “You’re not just looking for a house. You’re looking for a place for your life to happen,” states the ad, as she types a message “I think this could be the one”
With an even sprinkling of images of an attractive home, a satellite view of the neighbourhood and videos of her family enjoying time together, a soft song plays in the background, tying the whole thing together into a ‘warm and fuzzy’ message for the viewer to ‘feel’ rather than register as, yet another commercial looking to sell them something. Zillow’s first TV commercial tugs at the heart strings and hits all the right notes.
*Zillow Internal, August 2012