Pinterest Partners With Zillow to Target Home Shoppers

Pinterest and real estate marketplace Zillow announced a new partnership this week that will let Zillow Elevate advertisers target Pinterest users through the platform’s Media Network Connect option, opening up fresh opportunities for real estate marketers to reach an already engaged audience.

How the Targeting Partnership Works

Media Network Connect, available inside Pinterest Ads Manager, allows external media networks to securely share first-party audience data, product catalogs, and conversion metrics with brand advertisers. Through this integration, Zillow Elevate partners will gain access to 34 distinct consumer segments, including buyers, renters, sellers, and homeowners. The segmentation also extends to niche groups such as fixer-upper shoppers and recent homeowners, giving advertisers a more precise way to reach people at specific stages of the home-buying journey. Zillow noted that its targeting draws on actual user behavior and more than 200 housing-related signals rather than broad demographic guesswork, aiming to give brands sharper audience precision.

Why Pinterest Is a Natural Fit for Real Estate Ads

Pinterest has long been a hub for people planning major life changes, and home buying is no exception. Users frequently save paint colors, renovation ideas, and fixer-upper inspiration well before they commit to a lease or a purchase, making the platform a valuable touchpoint for real estate and home-related brands. The partnership adds to Pinterest’s expanding network of ad integrations, reinforcing its strategy of pairing external data sources with its highly intent-driven user base.

For Pinterest, the Zillow deal represents another step in growing its advertising business by tapping into specialized, high-intent audiences — a strategy that could prove especially valuable heading into the busy home-buying and renovation seasons ahead.