Truth in Numbers

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.

What Moved Us

At Zillow, we realized 2020 was a year for the history books. As people started to think differently about the meaning of home, our team pitched and made a campaign that shared the most fascinating observations we learned. What were people searching for, where were people moving and why were so many people looking for houses with moats? Oh, right. A pandemic. Our audiences loved the transparency and the quirks, and jumped straight into conversations on our findings.

The Neighborlys

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).

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