Zillow partners with Pinterest to help brands target home shoppers using housing-intent audience data.
Zillow has partnered with Pinterest to help advertisers reach home shoppers using Zillow’s housing-intent audience data.
The collaboration expands Zillow Elevate beyond Zillow’s own platforms and into off-site media. Through Pinterest Media Network Connect, advertisers can now target Zillow consumer segments directly within Pinterest’s ad platform.
The partnership gives brands access to 34 Zillow audience segments, including buyers, renters, sellers, homeowners, fixer-upper shoppers and recent homeowners.
Zillow said the segments are built from user behaviour and more than 200 housing-related signals, helping advertisers reach people based on real home-shopping activity rather than broad demographic targeting.
For brands, the appeal is timing. Pinterest users often search for home ideas, renovation plans, furniture inspiration and moving-related decisions while they are still planning a purchase or lifestyle change.
Kohler tested Zillow’s audience data on Pinterest by targeting Fixer-Upper Shoppers and Recent Homeowner Purchasers. Zillow said the campaign delivered 82% more incremental reach compared with Kohler’s standard Pinterest Performance+ campaigns and recorded a 23.54% engagement rate for video ads.
The partnership reflects a broader shift in digital advertising toward first-party and intent-based audience data. For Zillow, it also marks a step toward turning housing behaviour into a broader advertising asset beyond its own marketplace.
Zillow said it plans to expand the offering to more brands and audience segments, with Elevate Audiences expected to launch on its own platform in September.
