With many potential buyers on the sidelines due to current affordability challenges, Zillow said it is aware that many are using the site to scroll through listings, track home values and save design ideas for when they decide to enter the market. The company believes ‘Someday Starts Today’ will engage people in that ‘in-between moment’.
In a press release, Zillow said the marketing push “reflects a strategic expansion of Zillow’s brand approach.” Rather than just focusing on parts of the consumer home buying and ownership journey, it aims to resonate with consumers no matter where the stye is on that journey.
“Zillow supports people wherever their ‘someday’ leads, including renters who prioritize flexibility or lifestyle fit, buyers who take early steps and sellers who prepare for what comes next, recognizing that home journeys don’t follow one set path,” the press release said.
This new campaign will debut during Sunday’s Grammy Awards broadcast, with a 30-second promo and a 15-second promo.
In addition to these commercials, Zillow is also launching a creator-led digital series featuring music and culture creators including Amy Allen, Saint Harrison, Hunny Bee, Rob Gueringer and Jordan Ward. In the series, the creator will share personal messages about the moment an idea was turned into action in their own lives.
The advertising campaign was developed in collaboration with 72 and sunnywith support for media planning and purchasing by Canvas worldwide.
Zillow said the “Someday Starts Today” campaign will anchor its brand presence in 2026.
Zillow isn’t the only housing company to advertise during big cultural moments, like both CoStar And Rocket have aired ads during the Super Bowl in recent years.
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