With many prospective buyers sitting on the sidelines due to current affordability challenges, Zillow said it is aware that many use the site to scroll listings, track home values and save design ideas for when they decide to jump into the market. The company believes “Someday Starts Today,” will speak to those in that “in-between moment.”
In a press release, Zillow said the marketing push “reflects a strategic expansion of Zillow’s brand approach.” Instead of focusing only on parts of a consumers home buying and ownership journey, it is looking to resonate with consumers regardless of where stye are in that journey.
“Zillow supports people wherever their ‘someday’ leads, including renters prioritizing flexibility or lifestyle fit, buyers taking early steps and sellers preparing for what comes next, recognizing that home journeys don’t follow one fixed path,” the press release states.
This new campaign will debut during Sunday’s Grammy Awards broadcast, with a 30-second promotion and a 15-second promotion.
In addition to these broadcast advertisement spots, Zillow will also be launching a creator-led digital series, featuring music and culture creators including Amy Allen, Saint Harrison, Hunny Bee, Rob Gueringer and Jordan Ward. The creator will share personal messages focusing on the moment when an idea turned into action in their own lives in the series.
The advertising campaign was developed in partnership with 72andSunny, with media planning and buying support provided by Canvas Worldwide.
Zillow said the “Someday Starts Today” campaign will anchor its brand presence throughout 2026.
Zillow is not the only housing industry company advertising during major cultural moments, as both CoStar and Rocket have aired advertisements during the Super Bowl in recent years.
