Zillow Brings Home Shopper Data to Pinterest

Zillow is bringing its high-intent audience data to Pinterest.

The real estate marketplace has announced a partnership with Pinterest to bring its home shopper data to the platform – helping brands reach potential buyers who are planning moves and renovations. 

This marks a shift for Zillow’s advertising business, Zillow Elevate, which is being moved from custom, on-site campaigns towards more scalable, off-site media capabilities.  

“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,” says Brent Rosso, Vice President of Media Ad Strategy at Zillow. 

“This partnership allows us to extend our audience insights beyond Zillow to help brands connect with the right high-intent users on Pinterest.”

The Pinterest/Zillow partnership

Through this partnership with Pinterest, advertisers will have the ability to target 34 distinct Zillow consumer segments. 

These include broader groups, such as buyers, renters, sellers and homeowners, and more speciality groups – such as fixer-upper shoppers – through Pinterest Media Network Connect, the company’s ad platform. 

This, Zillow says, will allow advertisers to be able to reach more specific audiences and build more targeted campaigns, with user data based on more than 200 housing-related signals. 

Partnerships such as these can offer particular value as companies move away from third-party cookies and towards more intent-based insights. 

Platforms like Pinterest, where users are often searching with commercial intent, can offer a more reliable way for brands to reach people looking to make a purchase. 

Pinterest’s shift towards commercialisation

This partnership comes as Pinterest makes a shift towards prioritising shopping and commercialisation on its platform. 

In January 2026, the company announced that it was appointing Claudine Cheever as its Chief Marketing Officer, in order to lead this move towards commercialisation as the company seeks to capitalise on growing advertiser interest in the platform. 

“The signals Pinterest receives are grounded in curiosity and intent,” Claudine wrote on LinkedIn upon her appointment. “They open up a more thoughtful and meaningful way to connect brands with people. 

“Pinterest is able to reach people at the exact moment when inspiration turns into action. It’s marketing that is additive and helpful to people. For marketers, this is especially powerful.”

Mixing Pinterest’s visual search function with home shopping data provided by Zillow can do just that – making it easier for brands looking to reach people who are preparing to move.

According to Zillow, this offers an opportunity for brands to get in front of people on a platform they are actively using to shop – saving paint colours, furniture ideas and renovation plans. 

“When someone searches for home ideas on Pinterest, they’re often in the middle of a longer journey; exploring neighborhoods, planning renovations or getting ready for a move,” says Chloe Wix, Vice President of GTM and Innovation at Pinterest. 

“People come here to move from inspiration to action, and partnering with Zillow gives brands a way to reach people across the home journey, using a wide range of audience data built from real housing behaviour.”

Who are Zillow’s biggest partners?

OpenAI
AI platform OpenAI partnered with Zillow to transform natural language home discovery. Led by CEO Sam Altman from its headquarters in San Francisco, California, the company created a dedicated ChatGPT plugin for prospective buyers to describe their ideal living space, desired amenities and budget constraints to retrieve customised property listings instantly. This forward-looking technology partnership bridges conversational processing with massive real estate databases, modernising how property seekers query listings, analyse local neighbourhoods and evaluate school districts.

Amazon Web Services (AWS)
Cloud infrastructure provider AWS underpins the massive data processing behind Zillow's proprietary algorithms. Led by CEO Matt Garman, AWS maintains its headquarters in Seattle, Washington. By utilising scalable cloud hosting, serverless computing and advanced machine learning infrastructure, Zillow dynamically calculates millions of automated valuation estimates daily. AWS provides robust data security, ensures ultra-low latency during peak traffic and fuels continuous predictive analytics features across Zillow's consumer mobile applications and online platforms.

Salesforce
Serving as a crucial enterprise software partner, Salesforce powers internal sales workflows and streamlines communication processes for Zillow Premier Agent. With CEO Marc Benioff overseeing operations from company headquarters  in San Francisco, California, the integrated software platform helps real estate agents convert raw buyer inquiries into completed home sales, centralise client communications and manage sales pipelines efficiently. By unifying sales tracking, lead distribution and performance analytics, this enterprise integration maximises agent productivity, improves conversion rates and enhances the overall transactional experience.

Google
Integration with Google Gemini allows Zillow Rentals to deliver real-time tour booking directly inside conversational search interfaces. Through this technology alliance, prospective tenants query rental properties and secure viewing slots without exiting the search ecosystem. CEO Sundar Pichai directs the technology powerhouse from its global headquarters in Mountain View, California. By embedding scheduling infrastructure within AI assistant workflows, Zillow expands brand visibility, captures high-intent prospective renters early in property search journeys and streamlines complex rental booking conversion funnels.