Zillow: Decrypting Realtor Code
Creative Director: Jairo Obando
Copywriter: Brandon Marcia
Insight: Realtors love using cryptic code words to make homes sound better.
Strategy: To simplify your home search, Zillow’s unveiling the mysteries behind those pesky codewords to the public.
Visuals: Disorienting code-like visual to mimic the confusion a potential homebuyer feels when reading cryptic home descriptions.
Extension #1
The Opened House / Cipher Key
It’s time to go undercover.
The Cipher Key puts you in live communication with a Zillow agent to translate realtor-speak in real time. Turn on your Cipher Key earpiece at the next open house and see just how “open” they really are. Trained agents will see past the fluff and say what’s left unsaid.
Extension #2
The Bird’s Eye / Duolingo Partnership
Zillow’s partnering up with Duolingo to help you learn a new language: realtor-speak. Simply scan a property listing on the Zillow website or app and uncover what they really meant by the word… “cozy.”
Extension #3
Crossword on the Street
Didn’t you read the news? New York Times subscribers are becoming part-time detectives. Grab yourself some takeout, a fancy hat, and take a crack at solving these realtor code words in the limited-edition Zillow crossword puzzle.
Show ‘em your wits and that you’re on their case.