Zillow Partners With Pinterest to Unlock Real Estate Audiences for Advertisers

Zillow, the leading US real estate platform, has signed a partnership deal with Pinterest that lets advertisers reach Pinterest users who are planning a move. Zillow has opened up 34 audience segments to Pinterest — covering people looking to buy, rent, sell, or who currently own a home — making it the first company to bring real estate intent data to Pinterest's ad product.

According to Christine Patterson, Pinterest's VP of omnichannel retail, Zillow can now offer advertisers targeted ads built around these audiences on Pinterest. Results from Kohler, the brand that piloted the partnership, are striking: using Zillow's data, the company reached 82% more users than a standard Pinterest campaign relying on search targeting alone.

Brent Rosso, Zillow's VP of media advertising strategy, explains the logic behind the partnership: "Moving is one of the most significant life events people go through, and it comes with a huge amount of planning and decision-making — a lot of which happens right there on Pinterest." That thinking aligns with Pinterest's recent push to offer advertisers intent-based data, since users on the platform aren't just seeking inspiration — they're planning major life decisions.

The deal is another sign of the retail media sector's continued expansion: it's no longer just major e-commerce platforms opening up user data as an ad product to other channels — specialized industry platforms are doing it too, giving advertisers access to more precise, high-intent audiences.