Zillow is continuing its push to become the leading online real estate brand, announcing a new TV ad spot today and plans for print and radio advertising. The marketing push, part of a $65 million national ad campaign this year, comes in the middle of the hot Spring housing period.
In an earnings call last week, Zillow CEO Spencer Rascoff noted that the ad campaign is paying off, helping to distance the company from industry rivals.
“We’re continuing to ramp our marketing investment, and plan to be firing on all cylinders through the busy spring and summer home shopping season, which also helps increase value and opportunity for our agent and broker partners,” Rascoff noted in a press release.
Zillow attracted 79 million unique visitors during the month of April, an all-time record for the company. The company’s main rival, Trulia, also is engaged in its own multi-channel advertising campaign, spending up to $45 million this year.
On the earnings call last week, Rascoff declined to go into detail about the effectiveness of the ad campaign, citing “competitive reasons.” He later added that they’ve seen no impact from competitors boosting their own advertising spending.
The new TV and radio spots from Zillow feature an original soundtrack by singer/songwriter Ray LaMontagne.
“This ad campaign showcases the way technology drives how families collaborate, shop for and ultimately find not just a house – but a place for their lives to happen,” said Amy Bohutinsky, Zillow chief marketing officer.
With the new ad “Family Search” ad, it appears as if Zillow is trying to become the “Hallmark of house sales.” Take a look:
In its campaign, Trulia also focuses on family life, but goes with a slightly more humorous approach.
UPDATE: And, now Trulia has followed suit, releasing another TV ad spot today. Here it is, sticking with the humor theme.
