How Zillow Advertises on Meta

# Ad summary This ad promotes Zillow's home comparison feature, encouraging users to find their ideal home by comparing listings side-by-side. # Brand positioning Zillow is positioned as the go-to platform for finding the right home by focusing on ease and convenience. The brand is implicitly presented as a facilitator for finding a home as a couple, highlighting the emotional and personal significance of home buying. Zillow does this by providing tools for comparison, suggesting a functional and practical approach to simplifying the decision-making process. Zillow appears to ignore category norms by addressing this from the emotional perspective of a couple. # Product The ad features the Zillow app's home comparison feature. The product is for prospective home buyers who want to easily compare different properties. The ad displays a mobile phone screen showcasing two different houses listed on Zillow and being compared side-by-side. Each house listing displays key details such as price ($375,999 and $410,000), number of bedrooms and bathrooms (3 bd | 4 ba), square footage (2,49), and address (123 Main Street and 23 Central Way Se...). The app's USP is the ability to compare homes directly within the Zillow app. The moment of use is during the home-buying process, as a couple. The ad implicitly addresses the purchase barrier of overwhelming choices by offering a simplified, comparative tool. # Visual style The ad has a clean and modern visual style, combining digital interface elements with a real-life, lifestyle-focused image. The production quality is high, suggesting professional photography and graphic design. The image treatment is natural and warm, with soft lighting that creates an inviting and relatable atmosphere. The typography is clean and legible, integrated seamlessly into the layout. The ad blends platform-native visuals (app interface) with polished lifestyle imagery to enhance scannability and stop power in the feed. # Hooks Headline: Compare side-by-side to find the one # Funnel stage Middle of funnel (Consideration) # Pain points The challenge of sifting through multiple home listings and making a decision is resolved. # Value propositions - The ability to compare homes side-by-side on Zillow's app simplifies the home-buying process. # Benefits - to find the one # Features - Compare homes # Call to action None used. # Social proof - None used. # Point of view - Brand: top caption, presenting Zillow as a service that facilitates home comparison. - Customer: home listings and couple using the app, illustrating the user experience and emotional connection. # Storyline - The ad begins with the Zillow logo and headline "Compare side-by-side to find the one," aiming to immediately communicate the app's core benefit of easy home comparison. This is from Zillow's perspective to quickly grab the viewer's attention and set the stage for what the app offers. - Next, two example home listings on the Zillow app are shown side-by-side on a phone screen, demonstrating the practical application of the comparison feature. This is presented from the customer's POV, showcasing the ease and convenience of comparing homes directly within the app. - Lastly, a warm, personal image of a couple looking happily at the phone, with the man affectionately touching his head to hers, reinforces the emotional aspect of finding a home together. This is from the customer's POV, underscoring the emotional connection and shared decision-making in the home-buying process.

# Ad summary This Zillow ad follows Amy Allen, a songwriter who finds inspiration at home. It encourages viewers to believe in their someday with the tagline 'Someday Starts Today'. # Brand positioning Zillow is presented as a catalyst for achieving one's dreams, particularly those rooted in the home. The brand aligns itself with personal aspirations, suggesting that finding the right home is essential for realizing one's full potential. By focusing on the emotional connection to 'someday,' Zillow moves beyond functional real estate services. It taps into the emotional value of homeownership and finding a place to foster inspiration. # Product This ad promotes Zillow as a service that helps people find homes that inspire them and make their dreams a reality. The core offering is access to a platform that enables users to find places where their 'someday' can become real. The ad indirectly addresses the common purchase barrier of delayed gratification by reframing the home buying process as an investment in their future. Zillow is the facilitator of this aspiration. # Visual style The ad has a warm, intimate aesthetic, resembling a casual home video. The editing includes a mix of static shots and quick cuts, giving it a conversational pace. The overall feel is authentic and approachable, suggesting a slice-of-life perspective. # Hooks Spoken: 00:00–00:03: Before there's a song to sing, there's a song to write. One day, the world might hear it. Text overlay: 00:01-00:04: Amy Allen (Songwriter) Visual: 00:00–00:01: A peephole view shows Amy Allen walking towards a door in a white hallway. She is wearing a dark jumpsuit and carrying a bag. The lighting is bright, and the camera is stationary, providing a first-person perspective through the peephole. / 00:01–00:04: Amy Allen sits in a living room with neutral tones. She is on a patterned couch in front of a window with sheer curtains and a plant to the right of the window. She opens a black guitar case with gold latches on top of a wooden coffee table. Text overlay: 'Amy Allen, Songwriter'. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that finding a place where one can be inspired and realize their dreams is hard to find. # Value propositions - A home can be a space where 'someday becomes real.' # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire ad is delivered from the customer's point of view. # Storyline - 00:00–00:01 The ad begins with Amy Allen walking towards the camera through a peephole view. - 00:01–00:04 Next, Amy Allen is shown sitting in a living room opening a guitar case. - 00:04–00:06 The ad cuts to a close-up of a hand writing in a notebook on top of a guitar case. - 00:09–00:12 The ad cuts to a shot of Amy Allen playing the guitar and singing, suggesting that this is her inspiration.

# Ad summary A woman tells a story about a time her business was in jeopardy, to show the power of belief. She ends the video by encouraging viewers to believe that their someday can be today. # Brand positioning The brand aims to inspire and empower its audience. The brand aligns with values of hope and resilience. The brand is positioned as a source of motivation for those facing challenges, encouraging them to persevere and believe in a positive outcome. The brand's positioning is emotional, focusing on the viewers feelings and aspirations. # Product This ad does not describe or feature any particular product. It focuses on encouraging viewers to not give up. The ad implies that viewers should believe in themselves and their ability to overcome any challenges that they may be facing. # Visual style The ad has a casual, unpolished aesthetic, typical of UGC. The editing is simple and straightforward. The pacing is moderate, following the natural rhythm of the speaker's voice. The visual of the happy family is timed to match the message of the video. # Hooks Spoken: Female 1: If you’ve followed our journey, you know there were moments I thought our someday might never happen. Visual: 00:00–00:04: A woman with shoulder-length brown hair and braces smiles at the camera. She is wearing a black top under a tan cardigan and a thin gold necklace. She is sitting on a blue floral couch in a room with white walls. Behind her are two framed pictures and a candle sconce. # Funnel stage Top of funnel (Awareness) # Pain points The ad shows a deal falling through, and the potential for people to give up. # Value propositions - None used # Benefits - Encouragement - Belief - Hope # Features - None used # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is told from the creator’s point of view. # Storyline - 00:00–00:03 The creator addresses the audience directly, acknowledging that viewers may be familiar with her journey and past struggles. She wants to create a sense of connection by reminding viewers that she shares a relatable experience. - 00:03–00:14 The creator reflects on a specific setback: a deal falling through. She emphasizes that giving up would have been easy at that moment, highlighting the temptation to quit when faced with adversity. The creator is recalling events from her own perspective, from a position of greater experience. - 00:14–00:25 The creator recalls that instead of giving up, she and her partner chose to believe in a positive outcome. She reinforces her message with imagery of her family enjoying life, and encourages the audience to believe that their "someday" could be today. The tone is uplifting and optimistic, aiming to inspire the audience.

# Ad summary This ad showcases a unique country retreat house which started as a log home and was transformed into an Art Deco wonderland. The ad highlights architectural details and the overall design, aiming to portray the house's personality across its five acres. # Brand positioning This ad promotes a real estate listing that is unlike other properties. By combining art deco design with the rustic warmth of a country retreat, this home aims to occupy a unique space in the consumer's mind. It pushes against the norms of typical log cabins, promoting a lifestyle that values bold design and eclectic details. The brand positioning is both functional, showcasing the architecture and details, and emotional, inspiring wonder and appreciation for the house's design. # Product This ad features a country retreat house which started as a classic log home, transformed into an Art Deco wonderland. It’s for individuals who appreciate unique design and architectural details. The home features bold hues and eclectic details grounded with rustic warmth, wide-plank oak floors, one-of-a-kind decor in every room. The house is paired with a guest cottage and is set on five acres of land. The ad aims to highlight the uniqueness and personality of the home. # Visual style The ad features a polished, high-end production quality, presenting the country retreat house in a way that emphasizes its elegance and unique design. The editing style consists of smooth transitions, creating a seamless flow from one area of the house to another. The visuals are timed with the voiceover, highlighting key features. The overall aesthetic evokes a sense of luxury, creativity, and rustic charm. # Hooks Spoken: 00:00–00:05 If an Art Deco estate and a log cabin had a baby, this would be the result. Text overlay: 00:00–00:02 If an Art Deco estate / 00:02–00:04 and a log cabin had a baby / 00:04–00:05 this would be the result Visual: 00:00–00:04 A gray, two-story house with dark brown stairs leading to a white door and porch, surrounded by greenery. The house has a log cabin style exterior with art deco elements. The camera is stationary, offering a full view of the house's facade under a cloudy sky. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Unique design and architectural details - A country retreat that can be both grand and intimate - The house has enough personality to fill the entire five acres (and then some) # Benefits - Expertly designed - Can be grand or intimate - Enough personality to fill the entire five acres (and then some) # Features - Bold hues - Eclectic details - Rustic warmth - Wide-plank oak floors - Architectural details - One-of-a-kind decor in every room # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented as a property tour, showcasing key features. # Storyline - 00:00–00:03 The ad opens with an exterior shot of the house. - 00:00–00:04 The narrator introduces the house as a blend of Art Deco and a log cabin, suggesting its unique design. - 00:04–00:15 The ad moves inside, showcasing the interior design and architecture. - 00:04–00:15 The narrator mentions how the home started as a classic log home and has been transformed. - 00:15–00:19 The ad highlights details such as bold hues, eclectic details, and rustic warmth. - 00:19–00:25 The narrator describes how the chef's kitchen flows into an expertly designed dining area. - 00:26–00:31 The ad then points out wide-plank oak floors and incredible architectural details. - 00:31–00:37 The ad showcases one-of-a-kind decor in every room. - 00:37–00:41 The narrator emphasizes the house’s personality and the surrounding five acres. - 00:42–00:45 The narrator concludes by stating that they will be studying color theory.

# Ad summary This ad highlights all the work that the user has done on his home and showcases how he found the home using Zillow. # Brand positioning Zillow is presented as a platform that inspires and enables users to find homes and achieve their dreams of homeownership. The brand aligns with values of inspiration, transformation, and personal growth, showcasing how finding the right home can shape one's identity and creative journey. Zillow pushes against the notion that homeownership is purely transactional, instead positioning it as a catalyst for personal and artistic fulfillment. The brand positioning is more emotional, emphasizing the impact a home can have on one's life and aspirations. # Product Zillow is presented as an online platform that allows users to search for homes and properties. The product works by providing listings and search tools that enable users to find properties that inspire them and meet their needs. The product is implicitly for anyone seeking to find a new home or property to invest in. The ad showcases how the platform can lead to finding a '1929 Spanish home that lit a spark' in the user. The use occasion is when the user felt they had outgrown their previous space and wanted to explore new possibilities. Zillow helps address the purchase barrier of finding the right home by making it easy to search and discover properties that align with the user's vision. # Visual style The ad has a hybrid visual style, blending UGC and polished commercial elements. The editing style incorporates quick cuts to showcase various projects and locations, interspersed with static shots of the creator speaking directly to the camera. The production quality varies, with some shots having a more casual, UGC feel, while others are more polished, resembling a professional commercial. The pacing is moderate, with cuts occurring at a consistent rhythm, but there are not any precise audio-visual sync elements. # Hooks Spoken: 00:00–00:05 All the videos, all the tutorials, all the late nights dreaming up big ideas, it all started there. Visual: 00:00–00:02 A man with curly brown hair, wearing a green sweater and white pants, stands in front of a white wall. He is smiling, gesturing with his hands, and looking directly at the camera. The background includes a dark wooden cabinet to the right, a partial view of a green couch with pillows, and an arched doorway behind him. / 00:02–00:05 The man spreads his arms out wide while still smiling and looking at the camera. The background includes a dark wooden cabinet to the right, a partial view of a green couch with pillows, and an arched doorway behind him. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the frustration of outgrowing one's living space and feeling limited by current surroundings. The creator shares his experience of realizing he had outgrown his apartment, signaling the pain point of needing a new space that could accommodate his evolving needs and aspirations: 'But one day, as I looked around at all the projects I'd completed, I knew someday I'd outgrow it.' # Value propositions - Find homes that inspire you through our online platform. # Benefits - Enables users to find properties that inspire them and meet their needs - Makes it easy to search and discover properties that align with the user's vision # Features - Online platform for searching homes - Listings and search tools # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is told from the first-person perspective of a real user of Zillow sharing their experience. # Storyline - 00:00–00:05 00:00–00:05 The creator presents himself and acknowledges the work he has put into home design projects, framing it as a journey that began in a specific space. He speaks from the Brand perspective, communicating the idea that spaces are important for inspiring creative endeavors. - 00:05–00:10 00:05–00:10 Quick cuts of a kitchen and bedroom being renovated are shown with the year 2020. This is to show the viewer where the creator's journey began, and the importance of the apartment he's referring to. - 00:10–00:11 00:10–00:11 He re-emphasizes the impact that his living space has had on his personal identity and creative growth. He speaks from the Brand perspective, highlighting how spaces can mold individuals. - 00:11–00:17 00:11–00:17 The creator shares his realization that he would eventually outgrow his current space. This moment is a continuation of the previous beat, explaining his thought process. He frames this as a catalyst for seeking new possibilities. - 00:17–00:22 00:17–00:22 The creator introduces Zillow, explaining how he used the platform to find a '1929 Spanish home'. This is a direct solution to the problem previously stated, transitioning into a demonstration of how Zillow played a role in his journey. - 00:22–00:25 00:22–00:25 He refers to his current home renovation and reflects on how far he has come. This continues from the previous point by showing the viewer a successful result achieved using Zillow. - 00:25–00:29 00:25–00:29 He concludes the ad by stating that masterpieces only happen when you choose to start them. This reinforces the theme of personal agency and empowerment through Zillow's services.

# Ad summary This ad promotes Zillow as a resource for finding a real estate agent who understands the home buying process. The ad features an agent showing homes to a family. # Brand positioning Zillow is presented as a helpful resource for navigating the home buying process. The brand aims to occupy the space of a trusted partner, connecting potential home buyers with agents who understand their needs. The brand aligns with values of expertise, support, and personalized service, positioning itself as a facilitator in the complex world of real estate. Zillow differentiates itself by focusing on the human connection between agents and buyers, emphasizing the importance of finding an agent who 'gets' the individual's home buying journey. # Product The ad promotes Zillow's service of connecting home buyers with real estate agents. The service is for individuals and families looking to purchase a home and seeking guidance from a knowledgeable professional. The ad highlights the USP of finding an agent 'who gets home buying,' implying a personalized and understanding approach. The ad addresses the purchase barrier of feeling overwhelmed or confused by the home buying process, suggesting that Zillow provides a solution by matching buyers with the right agent. # Visual style The ad has a clean and professional visual style. The production quality is high, with a well-lit and composed shot. The image treatment includes color grading to enhance the vibrancy of the colors. The typography is large and bold, making it easily scannable. The overall style is designed to be visually appealing and trustworthy, conveying a sense of competence and reliability. # Hooks Headline: Get home with an agent who gets home buying # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of feeling overwhelmed or confused by the home buying process. The text 'Get home with an agent who gets home buying' implies that finding the right agent can alleviate this frustration. # Value propositions - Connecting home buyers with agents who understand their needs # Benefits - Get home with an agent who gets home buying # Call to action None used. # Social proof - None used. # Point of view - Brand: The Zillow logo and tagline 'Get home with an agent who gets home buying' position the brand as a facilitator in the home buying process. - Customer: The family walking towards the house represents the customer's perspective, seeking guidance and support in their home buying journey. - External source: The real estate agent smiling and holding brochures represents an external source, providing expertise and assistance to the family. # Storyline - The ad opens with a real estate agent standing outside a house, holding brochures and smiling at a family. This is included to establish the setting and introduce the key players in the home buying process, from the agent's perspective. - The family, consisting of two adults and two children, is shown from behind, walking towards the house with the agent. This is included to show the agent guiding the family through the process, from the family's perspective. - The text overlay 'Get home with an agent who gets home buying' reinforces the message that Zillow connects buyers with understanding agents. This is included to highlight the value proposition of Zillow's service, from the brand's perspective.

# Ad summary This ad promotes a guide to help real estate agents win more listings and sharpen their pitch. It features a professional headshot of a woman and uses bold text in blue and white blocks to highlight the key message and call to action. # Brand positioning This ad does not explicitly mention a brand. However, the focus on helping real estate agents win more listings and sharpen their pitch suggests a brand that provides resources, tools, or training for real estate professionals. The brand positions itself as a supportive partner, offering practical guidance to enhance agents' success. The tone is professional and helpful, aligning with a functional approach to improving performance in the real estate market. # Product The product being advertised is a downloadable guide designed to help real estate agents win more listings and sharpen their pitch. The ad emphasizes the practical value of the guide, suggesting it contains actionable strategies and techniques to improve an agent's ability to secure new clients and present their services effectively. The guide addresses the need for real estate agents to continuously improve their skills and stay competitive in the market. The ad aims to overcome the barrier of uncertainty or lack of confidence in an agent's current approach by offering a resource that can provide tangible improvements. # Visual style The ad features a clean and professional visual style with a focus on clear messaging. The use of bold text in contrasting colors ensures high readability and immediate impact. The headshot of the woman adds a personal touch, while the overall design is simple and straightforward, conveying a sense of competence and reliability. # Hooks Headline: WIN MORE LISTINGS # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the challenge real estate agents face in consistently winning new listings. The phrase "WIN MORE LISTINGS" directly targets this pain point, highlighting the desire to increase their client base and revenue. # Value propositions - Download guide to win more listings and sharpen your pitch # Benefits - WIN MORE LISTINGS - SHARPEN YOUR PITCH # Call to action DOWNLOAD GUIDE # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, offering a solution to real estate agents' challenges and promoting a downloadable guide. # Storyline - The ad opens with the message "WIN MORE LISTINGS," immediately grabbing the attention of real estate agents and highlighting a primary goal. The brand is speaking directly to the audience's professional aspirations, setting the stage for a solution to their challenges. - The ad follows with "SHARPEN YOUR PITCH," reinforcing the need for agents to refine their presentation skills. The brand continues to address the audience's needs, emphasizing the importance of effective communication in securing listings. - The ad concludes with "DOWNLOAD GUIDE," providing a clear call to action and offering a tangible resource to address the previously mentioned needs. The brand is offering a direct solution, making it easy for agents to access the promised benefits.

# Ad summary This ad for Zillow features a series of short video clips of people in and around their homes. The ad suggests that you won't know what's possible until you tour a home with the help of a Zillow agent. # Brand positioning Zillow is presented as a real estate marketplace that helps people find homes. The brand aims to occupy the space in the consumer's mind as a helpful resource for finding the perfect home. The brand aligns with the values of family, community, and finding the right place to call home. The brand positioning is functional, focusing on the practical aspects of finding a home. # Product The ad promotes Zillow's real estate marketplace, which connects potential homebuyers with agents who can help them find the right home. The product is for anyone looking to buy a home. The ad highlights the benefit of touring homes with the help of a Zillow agent. The ad addresses the purchase barrier of not knowing what's possible until you see it for yourself. # Visual style The ad has a polished commercial aesthetic with bright, natural lighting and smooth transitions. The editing style is quick cuts, keeping the pace lively and engaging. The production quality is high-end, supporting the intended tone of warmth and professionalism. The pacing is consistent, with cuts timed to the music beats. # Hooks Spoken: 00:00–00:05 [Upbeat and positive] You won't know what's possible until you tour. Text overlay: 00:00–00:03 You won't know what's possible / 00:03–00:05 until you tour. Visual: 00:00–00:02 A man with short brown hair, wearing a pink t-shirt, holds a young child with curly brown hair and a floral top. They are inside a home with a painting on the wall and a dining table in the background. The camera is stationary and captures a medium shot of the man and child. The lighting is natural, and the textures are soft. The Zillow logo is in the top left corner. / 00:02–00:05 Two young boys, around 8-10 years old, play in an inflatable pool in a backyard. They are wearing swim trunks and splashing water. The background shows a green lawn and trees. The camera is stationary and captures a wide shot of the boys playing. The lighting is bright and sunny, and the textures are wet and playful. # Funnel stage Top of funnel (Awareness) # Pain points Not knowing what's possible until you see it for yourself. "You won't know what's possible until you tour." # Value propositions - Discover what's possible by touring homes with a Zillow agent # Benefits - Helps you find the right home - Agents can help you tour homes # Features - Real estate marketplace - Connects potential homebuyers with agents # Call to action None used. # Social proof - None used. # Point of view - Customer 35% – The ad shows families and children enjoying their homes, creating a sense of relatability and aspiration. - Brand 65% – The ad uses text overlays and visuals to promote Zillow and its agents, highlighting the benefits of using their services. # Storyline - 00:00–00:02 00:00–00:02 A man holds a young child in his arms, both smiling and looking happy. This moment conveys a sense of joy and family, suggesting that finding the right home can bring happiness. The perspective is from an observer, capturing a candid moment between a father and daughter. The tone is warm and inviting. - 00:02–00:05 00:02–00:05 Two young boys play in an inflatable pool in their backyard. This scene conveys a sense of fun and childhood, suggesting that the right home can provide a great space for kids to play. The perspective is from an observer, capturing a playful moment between two children. The tone is lighthearted and carefree. - 00:05–00:09 00:05–00:09 A real estate agent hands a document to a couple outside a house. This scene conveys a sense of professionalism and assistance, suggesting that Zillow agents can help you find the right home. The perspective is from the couple, showing the agent as a helpful resource. The tone is friendly and supportive.

# Ad summary This ad promotes Zillow as a resource for finding real estate agents to help with the home buying process. The ad features a split screen with a family and a real estate agent, and text overlays highlight the benefits of using Zillow agents. # Brand positioning Zillow is presented as a helpful resource for people looking to buy a home. The brand aims to occupy the space of a reliable and accessible platform that connects potential homebuyers with qualified agents. The ad promotes a sense of ease and support throughout the home-buying process, positioning Zillow as a partner that simplifies a complex and often stressful experience. The brand aligns with values of convenience, expertise, and customer service, pushing against the perception of real estate transactions as overwhelming and impersonal. The brand positioning is both functional (providing access to agents) and emotional (offering reassurance and guidance). # Product The ad promotes Zillow's service of connecting potential homebuyers with real estate agents. The service is for anyone looking to buy a home and needs expert guidance. Zillow agents are presented as having answers to buying questions and providing support every step of the way. The ad addresses the purchase barrier of feeling overwhelmed or uncertain during the home-buying process by highlighting the availability of knowledgeable agents through Zillow. The ad emphasizes that Zillow agents are there to help navigate the complexities of buying a home, making the process smoother and more manageable. # Visual style The ad has a clean and modern aesthetic with bright, natural lighting. The editing style is simple with static shots and smooth transitions. The production quality is polished, giving it a professional commercial feel. The pacing is consistent, with each shot held long enough to convey its message clearly. # Hooks Text overlay: 00:00–00:02 Got buying questions? Visual: 00:00–00:02 A split screen is shown. The top half features a medium shot of a man and a young child in a backyard with green foliage. The man is light-skinned with dark hair and a dark blue sweater, smiling. The child is wearing a green shirt with a patterned long-sleeve underneath. The bottom half is a solid blue background with the Zillow logo in the top left corner. White text overlay reads "Got buying questions?". # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the frustration of feeling overwhelmed and uncertain when buying a home. "Got buying questions?" # Value propositions - Zillow agents provide answers to buying questions, making the home-buying process easier and more manageable. - Zillow agents offer support every step of the way, ensuring you're not alone during the home-buying process. # Benefits - Answers to buying questions - Support every step of the way # Features - Access to real estate agents # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad uses text overlays and visuals to communicate the brand's message about the availability and expertise of Zillow agents. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a split screen. The top half shows a father holding his young child in a backyard setting, both smiling. The bottom half is a solid blue background with the Zillow logo and the text "Got buying questions?". This moment introduces the topic of home buying and poses a question to the audience, inviting them to consider their own questions about the process. The perspective is from the brand, using a friendly and approachable tone to engage potential customers. - 00:02–00:05 00:02–00:05 The split screen changes. The top half remains the same, while the bottom half shows a real estate agent greeting a couple at the front door of a house. The text overlay reads "Agents have answers." This moment provides a solution to the initial question, suggesting that Zillow agents can provide the necessary information and support. The perspective shifts to highlight the expertise and availability of Zillow agents, reinforcing the brand's role as a facilitator. - 00:05–00:09 00:05–00:09 The split screen focuses on the real estate agent as she walks towards the house with the couple. The text overlay reads "Every step of the way." This moment emphasizes the ongoing support and guidance that Zillow agents provide throughout the entire home-buying process. The perspective remains on the agent, showcasing their commitment to assisting clients at every stage.

# Ad summary This ad for Zillow shows a family touring a home with their real estate agent. The ad encourages users to tour homes in real life after viewing them online. # Brand positioning Zillow is presented as a modern and accessible real estate platform that bridges the gap between online browsing and real-world experiences. The brand aims to occupy the space of a user-friendly and comprehensive resource for home seekers, emphasizing the ease of finding and exploring properties. The brand aligns with a lifestyle of convenience and informed decision-making, promoting the value of seeing properties in person after the initial online discovery. Zillow pushes against the traditional, often cumbersome, process of home searching by integrating digital tools with real-world tours, making the process more efficient and transparent. The brand positioning is both functional, offering a seamless search experience, and emotional, fostering excitement and confidence in finding the right home. # Product The ad promotes Zillow's real estate platform, which allows users to browse homes online and then tour them in person. The platform is for anyone looking to buy or rent a home, as implied by the family shown touring a house. The ad highlights the ease of transitioning from online browsing to in-person tours, addressing the common purchase barrier of needing to physically see a property before making a decision. The ad suggests that Zillow makes it easy to find and explore properties, encouraging viewers to take the next step and tour homes in real life. # Visual style The ad has a clean and modern visual style. The production quality is high, with well-lit and staged shots. The image treatment is natural, with no obvious filters or effects. The typography is large and bold, making it easy to read. The overall style is designed to be visually appealing and informative, conveying a sense of trust and professionalism. # Hooks Headline: Love it online? Tour it IRL. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of needing to physically see a property before making a decision. # Value propositions - Love it online? Tour it IRL. # Benefits - Tour it IRL. # Call to action None used. # Social proof - None used. # Point of view - Customer: The family touring the home represents the customer's perspective, showing the experience of touring a home with Zillow. - Brand: The text "Love it online? Tour it IRL." represents the brand's perspective, as Zillow is promoting its platform as a way to bridge the gap between online and real-world experiences. # Storyline - The ad opens with a scene of a family touring a home with their real estate agent. This is included to show the real-world aspect of finding a home and to create a sense of familiarity and relatability for the audience. The audience experiences this from the perspective of a potential homebuyer, seeing what it's like to tour a home with Zillow. - The ad then transitions to the text "Love it online? Tour it IRL." This is included to highlight the connection between online browsing and in-person tours, emphasizing the ease of transitioning from one to the other. The audience experiences this from the brand's perspective, as Zillow is promoting its platform as a way to bridge the gap between online and real-world experiences.

# Ad summary This ad is for Zillow, which claims to be the only place you need to go to find a home with all of the tools and experts you need. The image shows a family consulting with a real estate agent outside of a home. # Brand positioning Zillow is presented as a comprehensive real estate platform that provides all the necessary tools and experts for buying a home in one place. The brand aims to occupy the space of a one-stop solution in the consumer's mind by making home buying more accessible and convenient by simplifying the process. The brand follows category norms by connecting buyers and agents, but differentiates by promising to offer all the tools and services needed in a single place. The brand positioning appears to be both functional (offering tools and experts) and emotional (making the home buying experience easier and less stressful). # Product Zillow is presented as an all-in-one platform designed to streamline the process of buying a home. It positions itself as a single resource providing both tools and experts under one roof. The advertisement does not explicitly state features, ingredients, or design details but broadly implies that Zillow offers a range of resources that cater to home-buying needs. Zillow aims to address the common purchase barrier of a fragmented and complicated buying process by consolidating the necessary resources into a single, accessible platform. This consolidation promises a more straightforward and supported experience. # Visual style The ad has a clean and modern visual style, using a bright color palette and clear typography. The production quality is high, with a professional shot of the people and setting. # Hooks Headline: All you need to get home, all right here # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies the pain point of a fragmented and complicated home buying process, where individuals need to seek out multiple resources and experts to achieve their goal. "All you need to get home, all right here" suggests that the current process is often too complex and requires simplification. # Value propositions - All you need to get home, all right here: Implies that Zillow simplifies the home buying process by providing everything in one place, saving time and effort. # Benefits - All you need to get home, all right here # Features - All the tools and experts # Call to action None used. # Social proof - None used. # Point of view - Brand: The message and copy throughout the ad present Zillow's perspective as a comprehensive solution provider for home buying. # Storyline - The ad starts by stating, "All you need to get home, all right here," immediately conveying the message that Zillow is a comprehensive solution for home buying. The brand is telling this part of the story to establish its position as the primary and only resource needed for the process. - The next beat of the narrative, told by the brand, elaborates on the initial statement: "Zillow has all the tools and experts for buying, under one roof." The brand aims to reinforce the idea that the platform is complete and integrated by including both tools and people, thereby addressing potential concerns about navigating the market alone. - The image shows a real estate agent interacting with a young woman and an older woman in front of a house. The family dynamic, along with the agent's involvement, implies a real-world application of Zillow's services, reassuring the viewer that real homes and professional guidance are within reach.

# Ad summary This ad promotes Zillow by showcasing several families and couples as they either rent, buy, or tour homes with the help of realtors. The ad's message is to encourage potential homebuyers to pursue their real estate goals today with Zillow. # Brand positioning Zillow is presented as an inclusive and supportive real estate platform for anyone looking to buy or rent a home. The brand aims to occupy a space in the consumer's mind as the go-to platform that simplifies the process of finding and securing the perfect living space, regardless of their background or stage in life. Zillow aligns with values of accessibility, dreams, and forward momentum, and promotes a sense of empowerment and belief in achieving one's homeownership goals. The brand positions itself as a tool that facilitates life's big moments and transitions, making them feel within reach for everyone. # Product Zillow is a real estate platform designed for individuals seeking to buy or rent properties, offering a wide array of listings to suit diverse needs and preferences. The platform provides tools to search for places that are right for the individual or family. Zillow's unique selling point is that it empowers users to begin their search anytime, fostering a sense of possibility and forward momentum in the real estate journey. It addresses the barrier of feeling overwhelmed or unsure about starting the home search process by presenting itself as an accessible and user-friendly starting point. # Visual style The ad has a polished, lifestyle-focused aesthetic. It uses natural lighting and smooth transitions. The ad's pacing is moderate, with cuts that align with the rhythm of the background music. The editing style combines static shots with quick cuts to showcase various properties and interactions. # Hooks Spoken: Female 1: Someday I'll move. Visual: 00:00–00:01: The Zillow logo appears superimposed over a night scene of a city street. Rain is falling, and there is a dark building in the background with a few lit windows. / 00:01–00:02: A woman with her hair in a bun, wearing a blue shirt and carrying a bag, walks up to an apartment building and opens the door. / 00:02–00:03: A woman with her hair in a bun, wearing a blue shirt and carrying a bag, opens the door to apartment 17. The camera is behind her. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the frustration of waiting for the right time to pursue homeownership or find the perfect rental. The viewer may feel stuck or overwhelmed by the prospect of moving. # Value propositions - Find a place to rent or buy - Find the home that is right for you and your family - Start the process today # Benefits - Rent a place that's right for me - Buy a home with a backyard # Call to action zillow.com/today # Social proof - Female 2 (Realtor): Welcome! - Female 3: Great lighting. - Male 1: You got it. - Female 4: You really made it happen. - Multiple families and couples are shown throughout the ad using Zillow to meet their home buying and renting needs. # Point of view - Brand 50% – The ad speaks from the official voice of Zillow with a brand message and encouragement. - Customer 50% – The ad features a customer perspective, including those who are looking to buy, sell, or rent a home. # Storyline - 00:00–00:03 The ad opens with a shot of an apartment building on a rainy night, and a voiceover says, "Someday I'll move", setting the scene for someone who is planning to find a new home. - 00:03–00:05 Following up on the previous sentiment, the voiceover continues by saying, "Rent a place that's right for me", emphasizing the desire for a personalized living space that fits one's needs. - 00:05–00:09 The scene shifts to a family in a lively living room, and the voiceover says, "Buy a home with a backyard", demonstrating the desire to own a home for the whole family. - 00:09–00:15 The ad then transitions to a realtor welcoming potential homebuyers into a house, followed by the voiceover stating, "The thing about someday, it starts every time you open the app." - 00:15–00:18 The ad showcases a person looking at properties for sale on a laptop and another person looking at rentals on their phone, and the voiceover concludes, "And begin to believe." - 00:18–00:29 The ad shows multiple groups of people partnering with realtors for their home buying and renting needs, as the screen displays the tagline "Someday starts today."

# Ad summary This ad promotes a guide for creating high-performing listing presentations, targeting real estate professionals. The ad uses a numbered list to highlight key elements, visually presented on a smartphone screen displaying the Zillow website. # Brand positioning Zillow is presented as a leading real estate platform, offering tools and resources for real estate professionals to enhance their listing presentations. The brand aims to occupy the space of a comprehensive and user-friendly platform that provides valuable insights and resources for real estate agents. The brand aligns with a professional and informative tone, focusing on providing practical solutions and guidance. Zillow positions itself as a resource for real estate professionals looking to improve their marketing and presentation skills, ignoring the traditional norms of real estate marketing by focusing on data-driven strategies and educational content. # Product The product being advertised is a downloadable guide designed to help real estate professionals create high-performing listing presentations. The guide is not physically shown but is promoted through a visual representation on a smartphone screen displaying the Zillow website. The ad highlights the guide's ability to improve the quality and effectiveness of listing presentations, addressing the need for real estate agents to stand out and attract clients. The guide aims to provide actionable strategies and insights, making it a valuable resource for agents looking to enhance their marketing efforts and achieve better results. # Visual style The ad has a clean and modern visual style with a focus on clarity and information. The production quality is highly polished, with sharp graphics and a consistent color scheme. The visual motif is a numbered list, presented in a grid layout. The image treatment includes background removal and flat design elements. The typography is large and bold, making it easy to read. The style is designed to be scannable and attention-grabbing in a feed. # Hooks Headline: ELEMENTS OF A HIGH-PERFORMING LISTING PRESENTATION # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of real estate professionals struggling to create effective listing presentations. The ad aims to help real estate professionals improve their marketing and presentation skills. # Value propositions - ELEMENTS OF A HIGH-PERFORMING LISTING PRESENTATION # Benefits - HIGH-PERFORMING LISTING PRESENTATION # Call to action DOWNLOAD GUIDE # Point of view - Brand: The entire ad is presented from the brand's point of view, aiming to promote its guide and showcase its platform as a valuable resource for real estate professionals. # Storyline - The ad opens by stating the core topic: "ELEMENTS OF A HIGH-PERFORMING LISTING PRESENTATION." This is intended to immediately grab the attention of real estate professionals who want to improve their listing presentations. The brand is telling the audience what the ad is about. - The ad then visually presents a smartphone screen displaying the Zillow website, with numbered annotations pointing to key elements. This is intended to show the practical application of the guide and how it integrates with the Zillow platform. The brand is showing the audience the product in action. - The ad concludes by prompting viewers to "DOWNLOAD GUIDE." This is intended to drive immediate action and encourage real estate professionals to access the resource. The brand is telling the audience what to do next.

# Ad summary This ad promotes a whitepaper download to help real estate agents improve their listing presentations. It features a professional-looking man in front of a dark blue background with text blocks highlighting the offer. # Brand positioning This ad does not explicitly mention a brand. However, the professional presentation of the man and the offer of a whitepaper on listing presentations suggests a brand that is professional, knowledgeable, and focused on providing resources to help real estate agents succeed. The brand aims to occupy a space of authority and trustworthiness in the real estate industry, offering practical solutions and expertise. The brand positioning is functional, focusing on providing valuable tools and information to improve performance. # Product The product being advertised is a "Listing Presentation Whitepaper." This is a downloadable guide designed to help real estate agents improve their listing presentations. The ad implies that the whitepaper will provide agents with the tools and knowledge to create standout presentations. The ad addresses the potential purchase barrier of uncertainty by offering a free guide, making it easy for agents to access valuable information without a financial commitment. The whitepaper is for real estate agents looking to enhance their skills and attract more clients. # Visual style The ad has a clean and professional visual style. The use of bold, sans-serif fonts and solid color blocks creates a sense of clarity and directness. The image of the man adds a personal touch and builds trust. The overall design is simple and easy to scan, making it effective for capturing attention in a busy social media feed. # Hooks Headline: STANDOUT # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of real estate agents struggling to create effective and memorable listing presentations. The ad implies that agents may be losing potential clients due to lackluster presentations. # Value propositions - Free guide to help real estate agents improve their listing presentations. # Benefits - Improve listing presentations - Create standout presentations # Features - Listing Presentation Whitepaper - Downloadable guide # Call to action DOWNLOAD GUIDE # Social proof - None used. # Point of view - Brand: The text blocks at the top and bottom of the image are from the brand, highlighting the offer and call to action. - Customer: The image of the man is from the customer's perspective, showing someone who could benefit from the whitepaper. # Storyline - The ad opens with the headline "STANDOUT" to grab attention and promise a solution to a common problem in real estate: creating memorable listing presentations. This is told from the brand's perspective, highlighting the value they offer to real estate agents. - The ad then specifies the offer: a "LISTING PRESENTATION WHITEPAPER." This clarifies the product being promoted and its specific focus, from the brand's perspective. - The ad features a professional-looking man, likely a real estate agent, to build trust and credibility. This is from the customer's perspective, showing someone who could benefit from the whitepaper. - The ad concludes with a call to action: "DOWNLOAD GUIDE," prompting the viewer to take the next step and access the whitepaper. This is from the brand's perspective, directing the viewer to engage with their offer.

# Ad summary This ad promotes a whitepaper about elements of a listing. The ad features a woman smiling at the camera. # Brand positioning This ad does not explicitly mention the brand name, but it is implied that the brand is a professional organization that provides resources and guidance on listing elements. The brand aims to occupy a space in the consumer's mind as a reliable and knowledgeable source of information. The brand aligns with values of professionalism, expertise, and helpfulness. The brand positioning is functional, focusing on providing practical information and guidance. # Product The product being advertised is a whitepaper titled "Elements of a Listing." The whitepaper is intended for individuals or businesses who want to improve their listings. The ad promotes the whitepaper as a guide that can be downloaded. The ad addresses the purchase barrier of uncertainty by offering a free resource that provides valuable information. # Visual style The ad has a clean and professional visual style. The use of bold colors and clear typography creates a sense of authority and trustworthiness. The image of the woman adds a personal touch and makes the ad more approachable. # Hooks Headline: ELEMENTS OF A LISTING WHITE PAPER # Funnel stage Top of funnel (Awareness) # Pain points None used. # Call to action DOWNLOAD GUIDE # Point of view - Brand: The POV is consistent throughout the ad, with the brand presenting the whitepaper and encouraging viewers to download it. # Storyline - The ad opens with a bold headline, "ELEMENTS OF A LISTING WHITE PAPER," immediately conveying the topic of the advertised resource. This is from the brand's perspective, introducing the subject matter and setting the stage for what's to come. - The ad then features a professional woman smiling, creating a personal connection and suggesting the resource is approachable and trustworthy. This is from the brand's perspective, aiming to build trust and credibility with the audience. - The ad concludes with a clear call to action, "DOWNLOAD GUIDE," prompting the viewer to take the next step and access the whitepaper. This is from the brand's perspective, guiding the audience towards conversion and engagement.

# Ad summary This ad promotes a guide for creating high-performing real estate listing presentations. The ad uses a laptop and phone to showcase elements of a listing presentation, such as photography, floor plans, and property details. # Brand positioning This ad does not explicitly focus on a single real estate brand, but rather promotes a guide that can be used by any real estate professional. The ad emphasizes the importance of high-quality listing presentations, suggesting that the brand aligns with professionalism, attention to detail, and a commitment to helping real estate agents succeed. The brand positions itself as a resource for real estate professionals looking to improve their marketing and presentation skills. # Product The product being advertised is a guide designed to help real estate professionals create high-performing listing presentations. The guide likely contains information and tips on various elements of a successful presentation, such as photography, floor plans, property details, and overall design. The ad highlights the importance of these elements in attracting potential buyers and selling properties effectively. The guide is intended for real estate agents and brokers who want to improve their marketing materials and stand out in a competitive market. The ad addresses the purchase barrier of not knowing how to create effective listing presentations by offering a comprehensive guide with actionable advice. # Visual style The ad has a clean and professional visual style. The use of bright colors and clear typography creates a sense of clarity and trustworthiness. The overall design is simple and easy to understand, making it easy for viewers to quickly grasp the main message. # Hooks Headline: ELEMENTS OF A HIGH-PERFORMING LISTING PRESENTATION # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that real estate professionals may struggle to create effective listing presentations that attract potential buyers and sell properties quickly. The ad aims to solve the problem of not knowing how to create effective listing presentations. # Value propositions - The guide provides the elements needed for a high-performing listing presentation. # Benefits - High-performing listing presentation # Features - Photography - Floor Plan - Property Details # Call to action DOWNLOAD GUIDE # Point of view - Brand: The POV is consistent throughout the ad, with the brand presenting information and promoting its guide for creating high-performing listing presentations. # Storyline - The ad opens with a bold headline that states, "ELEMENTS OF A HIGH-PERFORMING LISTING PRESENTATION." This is intended to immediately grab the viewer's attention and communicate the main topic of the ad. The brand is telling the audience what the ad is about and why they should care, setting the stage for the rest of the content. - The ad then showcases a laptop and a phone displaying various elements of a real estate listing presentation. This is intended to provide a visual representation of the guide's content and demonstrate the key components of a successful presentation. The brand is showing the audience what the guide covers and how it can help them improve their listings. - The ad concludes with a call to action, "DOWNLOAD GUIDE," encouraging viewers to take the next step and access the resource. The brand is prompting the audience to engage with the product and learn more about creating high-performing listing presentations.

# Ad summary This ad promotes a whitepaper about elements of a listing. It features a man in front of a blue background with text blocks above and below him. # Brand positioning This ad does not explicitly mention the brand, but it is implied that the brand is a real estate or property listing service. The brand is positioning itself as an expert in the field, offering a whitepaper to educate potential clients on the elements of a successful listing. The brand aims to occupy the space of a trusted advisor and thought leader in the real estate industry. The brand's positioning is functional, focusing on providing valuable information and expertise to help clients improve their listings. # Product The product being advertised is a whitepaper titled "Elements of a Listing." The whitepaper is intended for individuals or businesses involved in real estate or property listings. The ad highlights the value of the whitepaper as a guide to understanding the key components of a successful listing. The ad addresses the potential purchase barrier of uncertainty or lack of knowledge about what makes a listing effective by offering a free guide to help users improve their listings. # Visual style The ad has a clean and professional visual style. The use of blue and white color blocks creates a modern and structured look. The image of the man adds a personal touch and credibility to the ad. The overall style is simple and straightforward, focusing on delivering the message clearly and effectively. # Hooks Headline: ELEMENTS OF A LISTING WHITE PAPER # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of uncertainty or lack of knowledge about what makes a listing effective. # Value propositions - The whitepaper provides valuable information and expertise to help users improve their listings. # Call to action DOWNLOAD GUIDE # Point of view - Brand: The entire ad is presented from the brand's perspective, promoting their whitepaper and expertise in real estate listings. # Storyline - The ad begins by presenting the title of the whitepaper, "Elements of a Listing," which immediately informs the audience about the topic of the ad. This is told from the brand's perspective, introducing the subject of the whitepaper and setting the stage for the information it contains. - The ad then features a man, presumably an expert or representative of the brand, who adds a personal touch and credibility to the ad. This is told from the brand's perspective, using a human element to build trust and authority. - The ad concludes with a call to action, "Download Guide," which prompts the audience to take the next step and access the whitepaper. This is told from the brand's perspective, encouraging the audience to engage with the content and learn more about the elements of a listing.

# Ad summary A young woman discusses how using Zillow helped her overcome her fear of buying her first home. She explains that using Zillow, she was able to connect with a partner agent to assist her with the process, answer questions, compare options, and explore possibilities. # Brand positioning Zillow is presented as a platform that assists first-time home buyers in overcoming the complexities and confusion of the real estate market. The ad emphasizes Zillow's role in making the home-buying process easier and more accessible by connecting users with partner agents who can provide guidance and answer questions. It positions Zillow as a tool to turn the dream of homeownership from a distant 'someday' into a tangible 'today,' appealing to those who are intimidated by the process and want expert assistance. # Product Zillow is presented as a tool to connect potential home buyers with local partner agents who can help guide them through the home-buying process. It allows users to search for homes in their desired areas, compare options, and explore possibilities. Users can request tours, get pre-qualified, connect with an agent, and calculate monthly payments. It is positioned as a way to make the process less intimidating and more manageable by providing expert support and resources. The product addresses the pain point of not knowing where to start when buying a home, offering a solution to connect with a Zillow partner agent for assistance. # Visual style The ad has a polished UGC feel with a clean, bright aesthetic. The editing style is smooth, with cuts between scenes that are timed to the voiceover. The production quality is high, suggesting a professional setup while maintaining a relatable, casual tone. The pacing is consistent, keeping a steady rhythm throughout the ad. # Hooks Spoken: 00:00–00:03 Female 1: Buying your first home is scary. Trust me I was so confused and had no idea where to start. Text overlay: 00:00–00:03 buying your dream first home with Zillow / 00:00–00:03 buying your first home is scary / 00:00–00:03 trust me I was so confused and had no idea where to start Visual: 00:00–00:03 A young woman with long dark hair and a purple top stands in front of a white door. She gestures with her hands as she speaks, looking directly at the camera. The Zillow logo is superimposed above her head. # Funnel stage Middle of funnel (Consideration) # Pain points Buying your first home is scary, and many people feel confused and don't know where to start. # Value propositions - Connect with a Zillow partner agent to help guide you through the process and answer any questions along the way # Benefits - Guide you through the process - Answer any questions along the way # Features - Connect with a Zillow partner agent - Search for homes in the areas you want to live - Compare options - Explore what's possible # Call to action Head to Zillow and connect with a Zillow partner agent today. # Social proof - "Trust me I was so confused and had no idea where to start" – Female 1 (Customer) # Point of view - Customer 100% – The ad is presented entirely from the perspective of a customer sharing her experience using Zillow, creating a relatable and authentic feel. # Storyline - 00:00–00:03 00:00–00:03 Buying your first home is scary. Trust me I was so confused and had no idea where to start. - 00:03–00:07 00:03–00:07 So I turned to Zillow to assist me in turning that someday into today. - 00:07–00:12 00:07–00:12 With Zillow you can connect with a Zillow partner agent to help guide you through the process and answer any questions along the way. - 00:12–00:16 00:12–00:16 They can help you search for homes in the areas you want to live, compare options and explore what's possible. - 00:16–00:20 00:16–00:20 If you don't know where to start, head to Zillow and connect with a Zillow partner agent today.

# Ad summary This ad promotes a free guide on how to supercharge your listing presentation. It features a portrait of a woman and uses bold text on blue backgrounds to grab attention. # Brand positioning The brand is presented as a provider of resources and guidance for real estate professionals looking to improve their listing presentations. The brand aims to occupy a space in the consumer's mind as a helpful and authoritative source for enhancing their professional skills. The brand aligns with values of improvement, expertise, and providing valuable resources. The brand positioning is functional, focusing on providing practical advice and tools to enhance performance. # Product The product being advertised is a free guide designed to help real estate professionals supercharge their listing presentations. The guide is intended for real estate agents or anyone involved in presenting properties for sale. The ad highlights the benefit of improving one's listing presentation, suggesting that the guide contains valuable information and strategies to achieve this. The ad addresses the potential barrier of cost by offering the guide for free, making it an accessible resource for anyone looking to enhance their presentation skills. # Visual style The ad has a clean and professional visual style, using bold text and a portrait to convey its message. The production quality appears to be high, with a well-lit and composed image. The use of rectangular blocks and bold typography gives the ad a modern and attention-grabbing look. The image treatment includes background removal and color grading to create a cohesive and polished aesthetic. The style is designed to be scannable and eye-catching in a social media feed. # Hooks Headline: HOW TO SUPERCHARGE YOUR LISTING PRESENTATION # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of real estate professionals struggling to create effective listing presentations. The ad implies that poor presentations can lead to missed opportunities and lost sales. The headline, "HOW TO SUPERCHARGE YOUR LISTING PRESENTATION," directly targets this frustration. # Value propositions - Free guide to supercharge your listing presentation # Benefits - Supercharge your listing presentation # Features - Free guide # Call to action DOWNLOAD FREE GUIDE # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, aiming to promote their free guide and attract real estate professionals. # Storyline - The ad opens with a bold statement: "HOW TO SUPERCHARGE YOUR LISTING PRESENTATION." This is intended to immediately grab the viewer's attention and highlight the core benefit of the advertised product. The message is from the brand, aiming to draw in real estate professionals looking to improve their presentation skills. - The ad features a portrait of a smiling woman, likely a real estate professional. This is included to create a personal connection and build trust with the target audience. The woman's confident expression suggests that the guide can help viewers achieve similar success. The perspective is from the brand, showcasing a relatable figure to enhance credibility. - The ad concludes with a clear call to action: "DOWNLOAD FREE GUIDE." This is intended to prompt immediate action from the viewer, encouraging them to access the advertised resource. The message is from the brand, providing a direct instruction to engage with the offer.

# Ad summary This ad promotes Zillow's map tools by showing how they can be used to check out the commute and school ratings for potential new homes. # Brand positioning Zillow aims to be the go-to platform for users searching for a new home. Positioned as a one-stop-shop, Zillow focuses on giving users all the information they need, such as school ratings and commute times, to make an informed decision. The brand promotes itself as a functional, essential tool for families relocating, and their app makes it simple and convenient. # Product Zillow's app provides access to mapping tools that give a potential homeowner the ability to assess nearby schools and commute times. The app allows you to zoom in on your desired area to see nearby schools, their ratings, and their proximity to a house. It also lets you tap commute time or map directions. You can add the address of the new home and Zillow will provide exactly how long it will take to commute to a specific location at different times of day. # Visual style The ad has a UGC aesthetic, with clean, bright, neutral colors. It is shot handheld with quick cuts. The editing style is smooth, and the production quality is polished, which supports the helpful tone. # Hooks Spoken: Female 1: As a mom of three who was just house hunting, it was important that I check the schools and the commute when searching for a new home. Text overlay: AS A MOM / AS A MOM OF THREE WHO WAS JUST / IT WAS IMPORTANT THAT I CHECK / THE SCHOOLS Visual: 00:00–00:01: A woman stands in a room with neutral colors. She wears black pants and a black long sleeve shirt. She has dark hair. To her right is a wooden dresser with a plant on it. Behind her is a window with closed blinds. The camera is stationary. / 00:01–00:04: The woman raises the blinds. A still image appears in the foreground of her and her family in a kitchen with cardboard boxes. # Funnel stage Middle of funnel (Consideration) # Pain points Homeowners want to be able to check the schools and the commute when searching for a new home. A "reality check" is needed when searching for a new home. # Value propositions - Zillow's mapping tools provide ratings and commute times, so you don't fall in love with a house just for the pictures or hardwood floors. # Benefits - Saves time and stress - Allows you to make informed decisions - Allows you to check the reality, the schools, commute, all of that inside Zillow's map tools - Allows you to check the schools and the commute when searching for a new home # Features - Map tools that give a potential homeowner the ability to assess nearby schools and commute times - You can zoom in on your desired area to see nearby schools, their ratings, and their proximity to a house - You can tap commute time or map directions - Zillow will provide exactly how long it will take to commute to a specific location at different times of day # Call to action None used. # Social proof - As a mom of three who was just house hunting, it was important that I check the schools and the commute when searching for a new home – Female 1 (Customer) # Point of view - Customer 100% – The ad is delivered by a customer of the product, a mom of three, who uses 'I' statements to talk about her own experience with the product. # Storyline - 00:00–00:04 A mom of three is opening blinds in the room of a house. She says that it was important for her to check the schools and the commute when searching for a new home. The speaker is the mom, and the audience experiences the story from her point of view. The tone is helpful, showing how parents need to assess more than just the appearance of a house before falling in love with it. - 00:05–00:09 Using Zillow's map tools, she opens the Zillow app and zooms in on the area she's looking at. This continues the story from the same perspective, showing how easy the app is to use. The tone remains helpful. - 00:09–00:15 The mom talks about how you can see nearby schools, their ratings, and how close they are to the house. She hugs a young child and talks about how the school better be worth it if she is waking up early. This continues the mom's perspective, conveying humor as well. - 00:15–00:21 You can tap commute time or map directions. She puts in the address and Zillow shows exactly how long it will take at different times of day. This continues the demonstration of the app from the same perspective. The tone remains helpful. - 00:21–00:28 She says that before she falls in love with the pictures or hardwood floors, she checks the reality: the schools, commute, all of that inside Zillow's map tools. This transitions the story to a broader point of view, showing how these tools help her do research. The tone remains helpful. - 00:28–00:32 She says to make sure to try this before your next house search because it will save you so much time and stress. This marks a tonal shift towards empowerment. The visuals show her getting in a car with her family.