Zillow announced today that the company’s tools will play a key role in “American Dream Builders,” a new reality show from NBC that pits two teams of designers and homebuilders against each other as they race to renovate a pair of homes in a matter of days.
Designers will use Zillow to search for homes, and look for design inspiration using Zillow Digs, the company’s Pinterest-esque gallery of home designs. Fans of the show can look through designers’ portfolios on Zillow Digs, and the company has a special site that will feature photos of the finished houses as well as show how much their value has increased as a result of the renovation.
Chief Marketing Officer Amy Bohutinsky will be posting recaps of each episode on the Zillow blog, and will also appear as a guest judge on the show later in its season.
The product placement on American Dream Builders is a part of Zillow’s massive national advertising push this year, a push that has propelled the online real estate company’s monthly traffic to near 70 million visitors. According to statements made by CEO Spencer Rascoff on the company’s most recent quarterly earnings call, Zillow plans to spend $65 million on ads this year in order to get the word out about its services.
American Dream Builders premieres this Sunday at 8 p.m. on NBC.
