Zillow announced on Thursday the launch of a new platform, campaign and tagline called “Someday Starts Today,” which is “designed to support people at every stage of the home journey.”
Inman Connect
Invest in yourself, grow your business—real estate’s biggest moment is in New York!
With a stated purpose of “evolving how it shows up as a brand,” Zillow announced on Thursday the launch of a new platform and campaign under the tagline “Someday Starts Today,” which is “designed to support people at every stage of the home journey, from those ready to move now to those still only imagining what’s possible,” according to a statement from the portal.
Debuting on Feb. 1 during the Grammy Awards broadcast, Zillow calls the change “a strategic expansion of Zillow’s brand approach,” designed to support those who are actively moving and to build confidence in future movers.
“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.”
In its announcement, Zillow acknowledged the “affordability challenges and economic uncertainty” that have changed buyer behavior and said that it is seeking to speak to “the in-between moment” in its new campaign: the “browsing, planning and dreaming” that it calls “meaningful parts of the home journey” and “early signals of intent” rather than passive behavior.
“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,” according to the statement.
Affordability has become a major hurdle for buyers across the U.S., and the median age of first-time homebuyers in particular has risen to 40, the highest ever, in 2025, up from the late 20s in the 1980s, according to a recent report from NAR.
Email Christy Murdock
Topics: Zillow Show Comments Hide Comments Sign up for Inman’s Morning Headlines What you need to know to start your day with all the latest industry developments Sign me up By submitting your email address, you agree to receive marketing emails from Inman. Success! Thank you for subscribing to Morning Headlines. Read Next
These are the 10 words that defined real estate in 2025
The last deal of 2025: What it takes to close during the holidays
An exclusive look inside the legal strategies at Compass and Zillow
State government wades into the private listing fight: The Download
More in Portals
Homes.com isn’t going anywhere, CoStar says in response to investor
When 'off-market' becomes the default, who really benefits?
Investor calls CoStar's residential project a 'fiasco,' slams Homes.com spending
Here's a 5-step plan to fix the IDX mess and implement real reform
Read next
Read Next
These are the 10 words that defined real estate in 2025
High-stakes staging: Secrets for turning ultra-luxury mansions into livable homes
The last deal of 2025: What it takes to close during the holidays
Secrets to ultra-luxury staging: customize, communicate and get it all done quickly
