zillow year in review
zillow year in review
Zillow and Trulia have an immense amount of data on consumer real estate trends. Data about homes, data about home sales, data about home search behaviors and even data about quirky search terms. So we developed two different End of Year campaigns that spoke to the audiences in high impact ways.
campaign 1
2020 was a year for the history books. People opened spare rooms to family members, turned living rooms into classrooms and built basements into gyms. And people looked to move. To new homes, to new cities and even in with their in-laws. As people started to think differently about the meaning of home, we wanted to share the most fascinating observations we learned about in 2020. What were people searching for, where were people moving and why were so many people looking for houses with moats? Oh, right. A pandemic.
what moved us
Neighborlys
Neighborlys
campaign 2
Dog Friendliest: Baldwin Park, Orlando
Dog Friendliest: Baldwin Park, Orlando
Best Social Calendar: Linden Hills, Minneapolis
Friendliest Neighbors: Trestle Glen, Oakland
Most Walkable: Belmont Heights, Long Beach
Trulia wants to be known for helping people buy into a neighborhood, not just a house. We challenged ourselves to sift through our data. We wanted to see if we could help drive this neighborhood point home. We sorted through more than 20 million local reviews in almost 10,000 neighborhoods and created an end of year curation campaign of the best of the best. And it was a very successful EOY data campaign by Trulia standards. PR and consumer interest exceeded expectations, even outperforming the launch of the Trulia Neighborhood product launch (Trulia’s best-performing campaign before this one).
Most Holiday Spirit: Bridesburg, Philadelphia
Kid Friendliest: Power Ranch, Gilbert
And it was a very successful EOY data campaign by Trulia standards.
PR and consumer interest exceeded expectations, showing strong results and generally outperformed the Trulia Neighborhoods launch.
5.1M impressions
197 impressions per dollar spent (3% more than Trulia Neighborhoods)
$0.31 CP PDP (11% cheaper than owned channel benchmark)
25 local press hits (15 above goal)
18-89% email CTRs above December averages
Trulia Neighborlys Credits
Creative Director: Jessica Staley
Art Director: Claire Hartinger
Copy Lead: Alex Solarte
Illustrator: Kate Evans