The coronavirus pandemic has changed what people want and need in a home. People across the country are considering upsizing, downsizing, moving closer to family, rethinking where and how they want to live — sparking a trend dubbed the Great Reshuffling. More than ever, people are envisioning their next chapter, driving traffic to for-sale listings on Zillow 36% higher than this time last year. That desire to make forward progress has inspired Zillow’s new “Ready for a Change” TV spot, which launched this week.
Zillow partnered with creative advertising firm FIG to inspire those who have been stuck at home and considering a change by showing the world of possibilities to them on Zillow — homes that could better meet their evolving needs. The national TV spot takes the viewer on a journey down the “impossible street” — a block of homes from vastly different geographical regions, architectural styles, and representing a range of diverse lifestyles, tastes and locations. It’s as if home browsing on Zillow across the country came to life all at once.
“People value home now more than ever and the pandemic has reshaped where and how Americans want to live,” said Zillow Chief Marketing Officer Aimee Johnson. “With this new campaign, we want to assure those considering a move that Zillow is here as a resource to help guide and educate them through the moving process. They also want to stay safe during the process, and Zillow’s digital tools can help them move forward with confidence.”
Real estate has been resilient through the pandemic, with sale prices on the rise and homes flying off the market at their fastest pace in more than two years. The strength of the market reflects both pent-up demand and the rise of remote work, which has allowed people to reimagine their lives untethered from the office. A Zillow survey found two-thirds of employed Americans working from home because of the coronavirus said they would be at least somewhat likely to consider moving if given the flexibility to continue working remotely occasionally.
“Right now, a lot of people are stepping back and rethinking what’s important — both in their lives and in their homes,” said Scott Vitrone, Chief Creative Officer at FIG. “The rise of remote work has opened up new, exciting possibilities and people are now turning to Zillow to explore those options. We wanted to capture that feeling and inspire people to find a place they’ll love.”
The TV ad will run in :15 and :30 formats on cable networks including HGTV, the History Channel and the Food Network, as well as on-demand platforms such as Hulu.