Zillow redefines what counts as a home move

Real estate firm Zillow is evolving its brand positioning as housing decisions become more complex for buyers, renters, and sellers. The company has launched Someday Starts Today, a national brand platform, campaign, and tagline designed to support people across every stage of the home journey.

The campaign debuts alongside Zillow advertising during the Grammy Awards broadcast, marking a broader shift in how the brand shows up beyond moments of transaction.

Moving beyond the moment of purchase

Rather than concentrating solely on buying or selling milestones, the platform is designed to connect with people whether they are ready to move now or still browsing, planning, or imagining what comes next.

Beverly W. Jackson, vice president of brand and product marketing, Zillow: "Everyone's home journey looks different, but progress is what moves it forward. 'Someday Starts Today' reflects our commitment to meet people where they are and recognize every step forward, because even small progress matters."

Affordability pressures and economic uncertainty have stretched the time between moves, reshaping how people engage with housing platforms. Zillow says millions of users return daily to scroll listings, compare rentals, track home values, and save ideas long before taking action.

The campaign reframes browsing and planning as active parts of the home journey, positioning them as early signals of intent rather than passive behaviour. Zillow’s aim is to build confidence among future movers by recognising that for many people, their someday may be closer than expected.

Connecting culture and housing aspirations

The campaign launches alongside Grammy Awards advertising, drawing a parallel between artistic ambition and the early stages of a home journey. Zillow will air two hero spots during the broadcast, a 30-second execution and a 15-second version, running across linear television and Paramount+.

The creative features Florence + the Machine’s You've Got the Love and pairs everyday moments with themes of belief and momentum, reflecting Zillow’s role in helping people turn possibility into progress.

Creator-led storytelling and agency partners

Beyond broadcast, the platform extends into a creator-led digital series featuring Amy Allen, Saint Harison, Hunny Bee, Rob Gueringer, and Jordan Ward, each sharing personal perspectives on the moment when intention turns into action.

The campaign was developed in partnership with 72andSunny, with media planning and buying handled by Canvas Worldwide. The approach prioritises platform-native storytelling and cultural relevance rather than reach alone.

Bryan Rowles, chief creative officer at large, 72andSunny: "'Someday Starts Today' is an expression of belief. Believing that your someday home, whether you are a renter or a buyer, is attainable. It's also a call to action – to not just dream of home, but to build momentum toward making home a reality with the help of Zillow."

A platform designed for long-term brand growth

Someday Starts Today will anchor Zillow’s brand activity throughout 2026, influencing how the company approaches marketing, partnerships, and storytelling. Planned extensions include cultural moments across music, sport, and gaming.

For Zillow, the shift reflects a belief that leadership in the housing market depends on understanding where consumers are emotionally, not only where they are in a transaction.

www.zillow.com

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