Where Have All the Good Men Gone?

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Where Have All the Good Men Gone?

Zillow's recent ad campaign has us wondering if men might be coming back to the driver's seat in home buying decisions.
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Tuesday, March 29, 2016 - 9:00am

“Whatever home means to you, we’ll help you find it.”

This powerful tagline to Zillow’s new ad campaign illustrates the deeper meaning of the word “home.” Home isn’t only a structure; it is the people inside the house that make it unique and give it meaning.

In advertising, the woman is most frequently targeted as the primary decision maker for the home. In fact, we often call her the “Chief Purchasing Officer” there. This is because numerous studies have indicated precisely that – estimating females make up to 80 percent of the standard household-related purchasing decisions.

We don’t argue that point.

However, Zillow’s new ad campaign, entitled “Home,” clearly shows that they understand there isn’t a “standard household” in America anymore. In fact, they take a refreshing approach to a shifting environment.

Their campaign features real people, not actors, sharing their personal stories of what home means to them. While Zillow’s “Home” series does feature various target profiles, it takes special care in breaking stereotypes by telling the stories of men – and why home is important to them.

Read the complete blog, "Where Have All The Good Men Gone"...

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