Zillow's 'Let's Get You Home' campaign, created by 72andSunny in 2023, repositions the leading US real estate app as a full home-buying ecosystem beyond search.
ARCHIVEHow Zillow's 'Let's Get You Home' Reframes the Real Estate App
Zillow's "Let's Get You Home" campaign, created by 72andSunny and launched on June 1, 2023, in the United States, repositions the leading real estate app and site as a comprehensive home-buying ecosystem — moving consumers beyond property browsing toward financing, agent connections, touring, and closing on a home.
Zillow holds a dominant position in the United States real estate market. According to Comscore, Zillow is the leading real estate app and site in the US, attracting an average of 212 million monthly unique users. The act of "Zillowing" — casually scrolling through listings, pricing out unattainable properties, and daydreaming through floor plans — has become a genuine cultural pastime. The challenge the brand faced entering 2023 was not awareness of that browsing habit but awareness of everything else the platform can do. According to Zillow's own data, 76% of buyers use the platform to dream and shop, yet a significant portion remain unaware that they can also rent, sell, tour properties, calculate affordability, secure financing through Zillow Home Loans, and connect with a top local agent — all within a single platform.
The campaign directly addresses that awareness gap. Its hero creative asset, titled "Look What You Can Zillow Now," reframes the verb "Zillowing" itself, expanding its meaning from aspirational browsing to active home-buying progress. The campaign launched in the United States in June 2023 and sits within the Real Estate and Construction category. Universal McCann provided media services for the campaign, as documented by ispot.tv. The creative mandate, in the words of 72andSunny and Zillow's own marketing leadership, was to signal that Zillow is not merely a real estate site — it is a fully integrated home-buying platform built to carry a buyer from the first search to the final signature. The campaign carries a Clapboard Score of 63 out of 100.
ARCHIVEZillow entered 2023 with a brand perception problem familiar to many category leaders. The platform had built extraordinary top-of-funnel dominance in the United States real estate market but had not successfully translated that traffic into awareness of its transactional and financial services. According to SimilarWeb, Zillow recorded approximately 298.3 million monthly visits in March 2023 and approximately 940.7 million visits across the second quarter of 2023, figures that confirm its reach but also highlight how much value was being left unconverted on the platform.
The competitive environment sharpened that strategic urgency. Also per SimilarWeb, Zillow held approximately 43 to 44 percent of US real estate portal traffic in 2023, positioning it ahead of direct competitors Realtor.com and Redfin. However, the same SimilarWeb data shows that Homes.com recorded visit growth of approximately 194 percent year over year in the second quarter of 2023, signalling that challenger platforms were actively gaining ground. In a market where the top ten real estate portal sites account for approximately 98 percent of category traffic, according to SimilarWeb, protecting and deepening platform utility is as important as holding raw traffic share.
Beverly W. Jackson, VP of Brand and Product Marketing at Zillow, articulated the consumer insight that grounded the campaign's strategy. As reported by The Current, Jackson stated that the platform's ambition was to deliver "a fully integrated, frictionless experience" — one that moves buyers from aspiration to action without leaving the Zillow ecosystem. The strategic architecture of "Let's Get You Home" follows directly from that ambition: if buyers already trust Zillow for discovery, the campaign's role is to demonstrate that the same trust extends to financing through Zillow Home Loans, agent matching, and tour booking. The campaign repositions the real estate app not as a starting point but as the entire journey.
"Look What You Can Zillow Now" executes a single creative idea with considerable economy. The film medium campaign, produced by 72andSunny for the United States market, builds its entire narrative structure around the act of redefining a verb. "Zillowing" arrives in popular usage meaning one thing — leisurely browsing listings, pricing out aspirational properties — and the creative work systematically expands that definition in real time, inviting viewers to reconsider what the platform can do at each stage of the home-buying journey.
The campaign's narrative approach is deliberate. Rather than cataloguing product features through a traditional demonstration format, the film presents the Zillow ecosystem as a natural extension of behaviour that consumers already perform. Finding a top local agent, touring a property, calculating affordability, and securing financing through Zillow Home Loans are all presented as actions continuous with the browsing habit, not separate or intimidating steps. The effect is to lower the psychological distance between aspiration and transaction — a creative strategy well suited to a category, real estate, where emotional friction is high and consumer confidence is frequently the deciding variable.
Beverly W. Jackson, as reported by The Current, described the platform's offering in terms that mirror the film's creative logic: "You can find the home of your dreams; you can get a great agent; you can tour the properties that you desire right at your fingertips; and then you can also get a loan to help finance the home." That sequential framing — dream, agent, tour, loan — maps directly onto the narrative progression of the creative work. Production credits for the "Let's Get You Home" campaign beyond the agency attribution to 72andSunny and media attribution to Universal McCann, as documented by ispot.tv, are not publicly documented in detail. The campaign contains one principal media asset and was published in the United States in June 2023.
Zillow's "Look What You Can Zillow Now" film accumulated substantial organic engagement following its June 2023 launch in the United States. The creative asset recorded approximately 598,794 views alongside 85 likes and 11 comments in the period documented by the campaign archive. While these figures represent platform-level engagement rather than conversion or brand-lift metrics, the volume of views reflects meaningful earned attention for a single-asset campaign in a high-consideration category.
No independently verified brand-lift studies, sales attribution data, or media efficiency metrics for the "Let's Get You Home" campaign are publicly available at the time of writing. What the structural evidence does confirm is that the campaign addressed a measurable and consequential awareness gap. Zillow's own data showed that 76% of buyers used the platform to search, while a significant portion remained unaware of its financing, touring, and agent-matching capabilities. A campaign that successfully closes even a fraction of that awareness gap carries direct commercial relevance in a US real estate market where platform stickiness and end-to-end service adoption are primary levers of monetisation.
The timing of the campaign — launched as Zillow's year-over-year traffic showed a modest decline of approximately three to five percent in the March to June 2023 window, according to SimilarWeb — adds a further layer of strategic logic to the creative investment. Deepening consumer understanding of the platform's full capability is a defensible response to softening top-line traffic, particularly when competitors such as Homes.com were recording significant growth in the same period, per SimilarWeb. The campaign's Clapboard Score of 63 out of 100 reflects competent strategic execution and clear creative focus, with room to develop the emotional resonance that would distinguish the work more sharply in a competitive real estate category.
"Let's Get You Home" is a 2023 Zillow campaign created by 72andSunny, launched in the United States on June 1, 2023. It repositions Zillow as a full home-buying platform — covering search, financing through Zillow Home Loans, agent connections, and property tours — not only a real estate browsing destination.
72andSunny created the "Let's Get You Home" campaign for Zillow. The agency began working with Zillow in 2022. Universal McCann provided media services for the campaign, as documented by ispot.tv. The campaign launched in the United States in June 2023 with one principal film asset.
"Look What You Can Zillow Now" is the hero film within Zillow's campaign. It redefines the verb "Zillowing" — expanding it beyond casual listing browsing to include finding an agent, touring homes, calculating affordability, and securing financing, reflecting the platform's full home-buying ecosystem available in the United States.
Zillow held approximately 43 to 44 percent of US real estate portal traffic in 2023, ahead of Realtor.com and Redfin, according to SimilarWeb. The "Let's Get You Home" campaign deepens platform utility awareness to protect that lead as challenger portals, including Homes.com, recorded significant traffic growth in the same period.
Zillow's "Let's Get You Home" campaign received a Clapboard Score of 63 out of 100. The score reflects clear strategic intent and focused creative execution. It also indicates room to strengthen emotional resonance — a meaningful factor in the high-consideration US home-buying category where consumer confidence drives conversion.
Beverly W. Jackson, VP of Brand and Product Marketing at Zillow, led the campaign's strategic direction. As reported by The Current, Jackson described the goal as delivering a "fully integrated, frictionless experience" — guiding US home buyers from initial search through financing and agent connection entirely within the Zillow platform.
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