For years, Zillow proudly touted its ability to attract users without doing any sort of advertising.
But things change, especially as companies grow. And today Zillow pulled the covers off its first-ever TV advertisement. Dubbed “Find Your Way Home,” the ad is airing nationwide this fall on channels such as HGTV, CNN, ABC Family and Travel Channel. The ad looks to tug on your emotional heart strings.
“You’re not just looking for a house, you’re looking for a place for your life to happen,” says a narrator as the song “First Day of My Life” from Bright Eyes plays in the background.
This is an interesting move for Zillow, which is looking to cement its leadership position over Trulia. (You may recall that Zillow slapped Trulia, which is waiting to go public, with a patent infringement lawsuit last week).
Zillow also has plenty of cash to spend. Profitable and growing, the Seattle online real estate company raised $147 million in a secondary offering earlier this month. It went public at $20 in July 2011, and is now trading at over $42 per share.
We wondered what the company was going to do with all of that cash. I guess a portion is now going to the traditional airwaves. Here’s the ad. What do you think?