Zillow launches 'Someday Starts Today,' a campaign for every stage of the home journey
Rhea-AI Summary
Zillow (NYSE: Z) is launching a national brand campaign, "Someday Starts Today", debuting Feb. 1 alongside Zillow advertising during the Grammy Awards. The platform reframes browsing, dreaming and planning as meaningful stages of the home journey, supported by new TV spots, a creator-led digital series, and ongoing 2026 brand extensions.
The campaign, developed with 72andSunny and Canvas Worldwide, pairs two hero spots and promos with a music-driven creative and will run across linear TV, Paramount+ and digital channels.
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News Market Reaction – Z
On the day this news was published, Z gained 0.27%, reflecting a mild positive market reaction.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Market Reality Check
Peers on Argus
Z fell 0.96% with several peers also down: ZG -1.04%, PINS -4.65%, BIDU -1.52%, TME -1.2%, while NBIS rose 0.43%, pointing to mixed sector action and a stock-specific tilt.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Jan 26 | Housing market ranking | Positive | +2.3% | List of buyer-friendly markets based on affordability and competition metrics. |
| Jan 20 | Earnings date notice | Neutral | -1.5% | Announcement of Q4 and full-year 2025 results release and webcast timing. |
| Jan 15 | Affordability forecast | Positive | +0.5% | Forecast that mortgages become affordable in more major metros by Dec 2026. |
| Jan 08 | Market heat ranking | Positive | +2.6% | Designation of Hartford as hottest 2026 market based on heat and inventory data. |
| Dec 30 | Consumer trends report | Neutral | -0.7% | Data showing online research shaping agent relationships and buyer behavior. |
Recent Zillow news on housing research and market insights often coincided with modest positive moves, while neutral items like event announcements have shown mixed reactions.
Over the past months, Zillow has released multiple housing market insights and company updates. Reports on affordability and hot markets in January 2026 saw shares move between about +0.5% and +2.61%, while an earnings-date announcement on Jan 20 drew a -1.46% reaction. A late-December report on online research and agent relationships coincided with a small decline. Today’s brand campaign news continues the pattern of strategic, long-horizon positioning rather than transaction-specific catalysts.
Market Pulse Summary
This announcement details Zillow’s new nationwide “Someday Starts Today” campaign, tied to high-visibility placements like the Grammy Awards and a year-long brand push through 2026. In recent months, housing research releases and market rankings have coincided with modest stock moves, suggesting investors weigh such strategic updates alongside fundamentals. Key aspects to monitor include any commentary on user engagement, lead generation, or monetization tied to this broader brand platform in upcoming earnings communications.
AI-generated analysis. Not financial advice.
New national campaign debuts Feb. 1 in connection with Zillow advertising during the Grammy Awards broadcast
The campaign debuts Feb. 1 in connection with Zillow advertising that airs during the Grammy Awards broadcast, and it reflects a strategic expansion of Zillow's brand approach. Rather than focusing only on moments of transaction, the approach is designed to resonate across the full home journey, supporting people who are actively moving today while also building belief and confidence among future movers who may be browsing, dreaming or planning what comes next.
"Everyone's home journey looks different, but progress is what moves it forward," said Beverly W. Jackson, vice president of brand and product marketing at Zillow. "'Someday Starts Today' reflects our commitment to meet people where they are and recognize every step forward, because even small progress matters."
Speaking to the in-between moment
Affordability challenges and economic uncertainty have reshaped how people approach housing, stretching the time between moves and changing consumer behavior. While some consumers are actively buying, renting or selling, millions of people use Zillow every day to scroll listings, compare rentals, track home values and save ideas long before they're ready to make a move.
"Someday Starts Today" is designed to speak to that in-between moment. The campaign reframes browsing, planning and dreaming as meaningful parts of the home journey — not passive behavior, but early signals of intent that build over time. Zillow believes that for many future movers, their "someday" may be closer than they think.
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.
From someday to starting
"Someday Starts Today" launches in connection with Zillow advertising that airs during the Grammys broadcast on Feb. 1. For many artists, imagining something long before it becomes real mirrors how many people begin their home journey.
Zillow sees a similar pattern in how people approach home, where big aspirations often start as small, uncertain steps. For many buyers and sellers, someday is made possible by the combination of innovative tech and a trusted agent who helps navigate decisions, open doors and turn possibility into progress.
During the broadcast, Zillow will air two new hero spots, a 30-second promotion and a 15-second promo, across linear television and streaming service Paramount+. The creative pairs everyday moments with
That narrative extends beyond the broadcast through a creator-led digital series designed to bring the campaign's core idea to life. The series features music and culture creators Amy Allen, Saint Harison, Hunny Bee, Rob Gueringer and Jordan Ward, each sharing personal messages centered on the moment when an idea turns into action.
Developed in partnership with 72andSunny, the campaign is designed to live where culture already moves, with an emphasis on platform-native storytelling and cultural adjacency rather than scale alone. Media planning and buying support are provided by Canvas Worldwide.
"'Someday Starts Today' is an expression of belief," said Bryan Rowles, chief creative officer at large, 72andSunny. "Believing that your someday home, whether you are a renter or a buyer, is attainable. It's also a call to action – to not just dream of home, but to build momentum toward making home a reality with the help of Zillow."
A campaign designed to extend beyond launch
"Someday Starts Today" will anchor Zillow's brand presence throughout 2026, shaping how the company approaches marketing, partnerships and storytelling. Planned extensions include additional cultural moments across music, sports and gaming.
For Zillow, the campaign reflects a broader belief that brand leadership in today's housing market means understanding where consumers are emotionally, not just where they are transactionally.
About Zillow Group:
Zillow Group, Inc. (Nasdaq: Z and ZG) is reimagining real estate to make home a reality for more and more people.
As the most visited real estate app and website in
Zillow's ecosystem spans the entire home journey — from dreaming and shopping to renting, buying, selling and financing.
Zillow Group's affiliates, subsidiaries and brands include Zillow®, Zillow Premier Agent®, Zillow Home Loans®, Zillow Rentals®, Zillow® New Construction, Trulia®, StreetEasy®, Out East®, HotPads®, Follow Up Boss®, ShowingTime® and dotloop®.
All marks herein are owned by MFTB Holdco, Inc., a Zillow affiliate. Zillow Home Loans, LLC is an Equal Housing Lender, NMLS #10287 (www.nmlsconsumeraccess.org). © 2026 MFTB Holdco, Inc., a Zillow affiliate.
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SOURCE Zillow
FAQ
What is Zillow announcing with the "Someday Starts Today" campaign (NYSE: Z) on Feb. 1, 2026?
How will Zillow (Z) distribute the "Someday Starts Today" ads during the Grammy Awards?
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