Zillow Brings High-Intent Home Shopper Data to Pinterest

Brands can now reach Zillow’s home shoppers on Pinterest. For the first time, Zillow is bringing its audience data—built from people’s real housing-related behaviour—to Pinterest, extending it beyond Zillow’s own platforms.

According to a press release on Zillow's blog, the expansion moves Zillow’s advertising business, Zillow Elevate, from custom on-site campaigns onto more scalable, off-site media capabilities.

Zillow said:

This partnership reflects where commerce media is heading more broadly. As companies move beyond third-party cookies and broad demographic targeting, intent-based platforms and off-site activation are becoming the more reliable way to reach people who are actually in the market.

Platforms like Pinterest—where 100% of users are logged in, arriving directly and already searching with commercial intent—are built for this moment. Zillow’s move with Pinterest is an early example of that shift playing out in real estate.

Zillow is expanding to more brands and more audience segments over time, and this off-site expansion sets the stage for the next chapter.

Advertisers can now target 34 distinct Zillow consumer segments — including buyers, renters, sellers, homeowners, and speciality groups like fixer-upper shoppers and recent homeowners — directly within Pinterest’s ad platform, Pinterest Media Network Connect.

Brent Rosso, vice president of Media Ad Strategy at Zillow, said:

"Moving is one of the most significant life moments people experience, and it comes with a lot of planning and decision-making, much of which happens on Pinterest. This partnership allows us to extend our audience insights beyond Zillow to help brands connect with the right high-intent users on Pinterest."