Zillow Launches Campaign to Support Home Buyers
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Jan 29 2026
0mins
Should l Buy Z?
Source: Newsfilter
Zillow Group Inc. shares fell as the company hits a 20-day low amid broader market weakness.
The decline in Zillow's stock price comes as the Nasdaq-100 is down 1.39% and the S&P 500 is down 0.64%. Despite the launch of its new campaign 'Someday Starts Today' aimed at supporting home buyers, the overall market conditions have overshadowed this initiative. The campaign, set to debut on February 1, focuses on consumer emotions in housing decisions and aims to enhance brand recognition through strategic advertising during major events like the Grammy Awards.
This campaign reflects Zillow's long-term strategy to adapt to economic uncertainties and affordability challenges in the housing market. However, the current market sentiment and stock performance indicate that investors are cautious, leading to a significant drop in Zillow's stock value.
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Analyst Views on Z
Wall Street analysts forecast Z stock price to rise over the next 12 months. According to Wall Street analysts, the average 1-year price target for Z is 87.40 USD with a low forecast of 70.00 USD and a high forecast of 100.00 USD. However, analyst price targets are subjective and often lag stock prices, so investors should focus on the objective reasons behind analyst rating changes, which better reflect the company's fundamentals.
8 Analyst Rating
3 Buy
5 Hold
0 Sell
Moderate Buy
Current: 54.010
Low
70.00
Averages
87.40
High
100.00
Current: 54.010
Low
70.00
Averages
87.40
High
100.00
About Z
Zillow Group, Inc. helps people find and get the home they want by connecting them with digital solutions, dedicated partners and agents, and buying, selling, financing, and renting experiences. The Company’s affiliates, subsidiaries, and brands include Zillow, Zillow Premier Agent, Zillow Home Loans, Zillow Rentals, Trulia, Out East, StreetEasy, HotPads, ShowingTime+, Spruce, and Follow Up Boss. It helps renters, buyers, sellers, and real estate professionals across all their residential real estate needs through its housing super app, which serves as an ecosystem of connected solutions for the tasks and services related to moving. It provides integrated transaction experience for movers through Zillow, its network of partners, its affiliated brands, and through a comprehensive suite of marketing software and technology solutions for the real estate industry, including ShowingTime+, Follow Up Boss and Spruce. It offers multifamily property managers a variety of advertising products.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
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- Antitrust Lawsuit Background: Compass alleges that Zillow employs 'anticompetitive tactics' to ban listings not posted to local MLS within 24 hours, affecting 1,202 listings, of which 1,137 belong to Compass, indicating Zillow's market control.
- Policy Enforcement: Under Zillow's Listing Access Standards (LAS), the company removed 48 listings in 2025, with 43 being from Compass, directly impacting Compass's market engagement and brand value, leading to reluctance among agents and home sellers to collaborate with Compass.
- Judge's Ruling Impact: U.S. District Judge Jeanette Vargas denied Compass's request to temporarily block Zillow's policy, stating that Zillow's policies do not preclude meaningful new entrants, and despite Zillow's potential 50%-66% market share, Compass failed to provide sufficient evidence of Zillow's monopoly power.
- Market Reaction: Following the judge's ruling, Zillow's shares rose nearly 4% in midday trading on Friday, while Compass's stock showed weakness, reflecting increased market confidence in Zillow and a bearish sentiment towards Compass.
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- Market Competition Strategy: Compass aims to build a private listings network that encourages sellers to market properties through its agents before posting them on public platforms, a strategy designed to enhance its competitive position and reduce reliance on Zillow.
- Antitrust Lawsuit Context: In June 2025, Compass sued Zillow, alleging that it and its allies are illegally steering all US home listings to Zillow's platform to protect its monopoly and profit from each listing, highlighting fierce competition within the industry.
- Zillow's Market Position: Despite Compass's failed request, Zillow can continue to block certain listings while the antitrust lawsuit proceeds, indicating that its dominant market position remains intact, which may exert ongoing pressure on Compass's business.
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SEC Filing: The details of this credit agreement have been filed with the Securities and Exchange Commission (SEC), ensuring compliance with regulatory requirements.
See More
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- Campaign Launch: Zillow is set to debut its national campaign “Someday Starts Today” on February 1, aimed at supporting home buyers, renters, and future movers, reflecting the company's focus on consumer emotions in housing decisions.
- Advertising Strategy: The campaign will feature 30-second and 15-second ads during the Grammy Awards broadcast on linear TV and Paramount+, designed to resonate emotionally with viewers and enhance brand recognition.
- Market Adaptability: In response to economic uncertainty and affordability challenges, Zillow redefines the significance of browsing and planning in the home journey, encouraging users to view these actions as proactive signals of intent.
- Long-term Brand Strategy: This campaign will anchor Zillow's brand presence throughout 2026, with planned extensions into cultural moments across music, sports, and gaming, showcasing Zillow's understanding of brand leadership that prioritizes consumer emotional needs over mere transactions.
See More
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- Poor Sales Performance: In the first three quarters of 2025, Opendoor sold 9,813 homes generating $3.6 billion in revenue, but only acquired 6,535 homes, indicating a deliberate inventory reduction amid tough market conditions, with revenue expected to shrink further in early 2026.
- Ongoing Losses: Opendoor reported a net loss of $204 million in the first three quarters of 2025, and even after excluding one-off and non-cash expenses, the adjusted loss was still $133 million, highlighting significant challenges to profitability.
- New CEO's Transformation Plan: New CEO Kaz Nejatian aims to leverage artificial intelligence to accelerate home sales, intending to boost sales volume and market share; however, skepticism remains regarding the feasibility of this strategy, especially given the failures of predecessors like Zillow.
See More
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- Antitrust Lawsuit Background: Compass alleges that Zillow employs 'anticompetitive tactics' to ban listings not posted to local MLS within 24 hours, affecting 1,202 listings, of which 1,137 belong to Compass, indicating Zillow's market control.
- Policy Enforcement: Under Zillow's Listing Access Standards (LAS), the company removed 48 listings in 2025, with 43 being from Compass, directly impacting Compass's market engagement and brand value, leading to reluctance among agents and home sellers to collaborate with Compass.
- Judge's Ruling Impact: U.S. District Judge Jeanette Vargas denied Compass's request to temporarily block Zillow's policy, stating that Zillow's policies do not preclude meaningful new entrants, and despite Zillow's potential 50%-66% market share, Compass failed to provide sufficient evidence of Zillow's monopoly power.
- Market Reaction: Following the judge's ruling, Zillow's shares rose nearly 4% in midday trading on Friday, while Compass's stock showed weakness, reflecting increased market confidence in Zillow and a bearish sentiment towards Compass.
See More
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- Legal Proceedings Update: Compass's request to temporarily block a portion of Zillow's listing ban policy was denied by US District Judge Jeannette Vargas, indicating challenges in its legal fight against the antitrust lawsuit.
- Market Competition Strategy: Compass aims to build a private listings network that encourages sellers to market properties through its agents before posting them on public platforms, a strategy designed to enhance its competitive position and reduce reliance on Zillow.
- Antitrust Lawsuit Context: In June 2025, Compass sued Zillow, alleging that it and its allies are illegally steering all US home listings to Zillow's platform to protect its monopoly and profit from each listing, highlighting fierce competition within the industry.
- Zillow's Market Position: Despite Compass's failed request, Zillow can continue to block certain listings while the antitrust lawsuit proceeds, indicating that its dominant market position remains intact, which may exert ongoing pressure on Compass's business.
See More
Zillow Group Inc Secures $500 Million Revolving Credit Facility, According to SEC Filing
- Credit Agreement: ZILLOW GROUP INC has entered into a credit agreement providing a $500 million revolving facility.
- Purpose of Facility: The facility is intended for general corporate purposes, including potential acquisitions and other financial needs.
See More
Zillow Group Inc. Secures Credit Agreement with Goldman Sachs, According to SEC Filing
Zillow Group Inc. Enters Credit Agreement: Zillow Group has entered into a credit agreement with Goldman Sachs, indicating a strategic financial move to support its operations.
SEC Filing: The details of this credit agreement have been filed with the Securities and Exchange Commission (SEC), ensuring compliance with regulatory requirements.
See More
Zillow Launches New Campaign to Support Home Buyers
- Campaign Launch: Zillow is set to debut its national campaign “Someday Starts Today” on February 1, aimed at supporting home buyers, renters, and future movers, reflecting the company's focus on consumer emotions in housing decisions.
- Advertising Strategy: The campaign will feature 30-second and 15-second ads during the Grammy Awards broadcast on linear TV and Paramount+, designed to resonate emotionally with viewers and enhance brand recognition.
- Market Adaptability: In response to economic uncertainty and affordability challenges, Zillow redefines the significance of browsing and planning in the home journey, encouraging users to view these actions as proactive signals of intent.
- Long-term Brand Strategy: This campaign will anchor Zillow's brand presence throughout 2026, with planned extensions into cultural moments across music, sports, and gaming, showcasing Zillow's understanding of brand leadership that prioritizes consumer emotional needs over mere transactions.
See More
Opendoor Faces Structural Challenges Amid Market Volatility
- Stock Volatility: Opendoor's stock surged 264% in 2025, but it hit a record low of $0.51 in June before skyrocketing over 2000% to $10.87, illustrating extreme market sentiment fluctuations driven by social media.
- Poor Sales Performance: In the first three quarters of 2025, Opendoor sold 9,813 homes generating $3.6 billion in revenue, but only acquired 6,535 homes, indicating a deliberate inventory reduction amid tough market conditions, with revenue expected to shrink further in early 2026.
- Ongoing Losses: Opendoor reported a net loss of $204 million in the first three quarters of 2025, and even after excluding one-off and non-cash expenses, the adjusted loss was still $133 million, highlighting significant challenges to profitability.
- New CEO's Transformation Plan: New CEO Kaz Nejatian aims to leverage artificial intelligence to accelerate home sales, intending to boost sales volume and market share; however, skepticism remains regarding the feasibility of this strategy, especially given the failures of predecessors like Zillow.
See More
