Press release
Zillow launches 'Someday Starts Today,' a campaign for every stage of the home journey
New national campaign debuts Feb. 1 in connection with Zillow advertising during the Grammy Awards broadcastSEATTLE, Jan. 29, 2026 /PRNewswire/ -- As housing
About this update from Zillow Group, Inc.
[{"type":"text","content":"New national campaign debuts Feb. 1 in connection with Zillow advertising during the Grammy Awards broadcastSEATTLE, Jan. 29, 2026 /PRNewswire/ -- As housing decisions feel harder to make, whether buying, renting or planning what comes next, Zillow® is evolving how it shows up as a brand. The company is launching \"Someday Starts Today,\" a new national platform, campaign and tagline 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.\n \n \n \nThe 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 momentAffordability 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 conne...