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Trulia initiatives unveiled: broker strategy now apparent

In response to Trulia executives’ road trip across America, the company is altering the way they present listing data and broker contact information, which should roll out in the coming weeks.



Three Trulia initiatives

2012 has been an important year for real estate media company, Trulia. The company snatched up talent from the National Association of Realtors, and brought on a new VP, they launched “Trulia Insights,” a mobile app dedicated to rentals, and “Trulia Local,” got the direct MLS feed from the largest MLS in the U.S., and Trulia Estimates exited beta and went national. They also launched a mobile ad platform for agents, became entrenched in a heated public debate over listing syndication, and most importantly, hired JPMorgan Chase to oversee their IPO.

Today, the company is announcing three initiatives that are indicative of what they have been working on behind the scenes, as CEO Pete Flint has been traveling across the country, having face to face discussions with brokers across the nation, as have most of the senior executives, Flint tells AGBeat.

Initiative one: data accuracy

One of the hottest contentions, and likely one of the biggest challenges to a successful IPO is public perception of the accuracy of listing data on all real estate media sites. In response, Trulia is not only relying more heavily on broker feeds to improve accuracy, but Flint says that data accuracy is something the company is focused on, and is “working really hard to improve.”

In January, Trulia published their Data Pledge and in March, the company launched “Trulia Direct Reference” which works with the MLS to report and remove errors. Now, they are tightening the ability for agents to claim listings, which Realtors have always been able to do, but Trulia is now verifying through the MLS that the uploader is, in fact, the listing agent.

Initiative two: agent attribution

Like other real estate media companies, Trulia has come under fire for how listing agent and broker information is displayed, and after many direct discussions with brokers, Flint says they are responding by increasing attribution on all pages, even if the listing agent and broker are not paying clients of Trulia.

Below are screenshots provided to AGBeat of (a) broker attribution higher up and less hidden on a listing, (b) listing agent attribution underneath the listing, which is much more prominent, and (c) the new appearance of agent ads, now noting “buyer’s agent” up top:

Initiative three: Trulia local ads

Lastly, Trulia is announcing that they will remove Trulia local ads from paid listings on Trulia. When asked if this was in response to any particular broker’s public appeals for how ads appear, Flint told AGBeat that this move has been in the works for a while and that it had been a concern of various brokers that Trulia seeks to meet.

Regarding the public airing of opinions regarding listing syndication, ads, or any real estate industry matter, Flint notes that it is just the world we live in right now, but argues that it is “a good thing, the airing of opinions,” adding that Trulia listens to all opinions of the company, across social networks, and although he does not believe the brokers who are pulling out of syndicating to any particular real estate media site are representative of less than a small percentage of private conversations brokers are having with him.

Message from CEO, Pete Flint

Tara Steele is the News Director at The American Genius, covering entrepreneur, real estate, technology news and everything in between. If you'd like to reach Tara with a question, comment, press release or hot news tip, simply click the link below.

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  1. Russ Bergeron

    May 7, 2012 at 3:45 pm

    Doesn’t the mobile ad conflict with the removal of local ads? It is nice to get attribution but does the consumer now see an ad banner across the listing advertising another agent who has purchased the zip code?

  2. Ginger Wilcox

    May 7, 2012 at 3:56 pm

    Hi Russ,
    Ginger from Trulia. The Trulia Mobile Ads banner ad only appears on the map view for Android & iPhone apps, and at the top of the list view (on the search results page) for mobile web. Trulia Mobile Ads do not appear on listing detail pages. Trulia’s lead generation, which you also get with Trulia Mobile Ads, only appears on non-claimed and non-featured listings.

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Business News

This web platform for cannabis is blowing up online distribution

(BUSINESS NEWS) Dutchie, a website platform for cannabis companies, just octupled in value. Here’s what that means for the online growth of cannabis distribution.



A small jar of cannabis on a desk with notebooks, sold online in a nicely made jar.

The cannabis industry has, for the most part, blossomed in the past few years, managing to hit only a few major snags along the way. One of those snags is the issue of payment processing, an issue compounded by predominantly cash-only transactions. Dutchie, a Bend, Oregon company, has helped mitigate that issue—and it just raised a ton of money.

Technically, Dutchie is a jack-of-all-trades service that creates and hosts websites for dispensaries, tracks product, processes orders, keeps stock of revenue, and so much more. While it was valued at around $200 million as recently as summer of 2020, a round of series C funding currently puts the company at around $1.7 billion—approximately 8 times its worth a mere 8 months ago.

There are a few reasons behind Dutchie’s newfound momentum. For starters, the pandemic made cannabis products a lot more accessible—and desirable—in states in which the sale of cannabis is legal. The ensuing surge of customers and demand certainly didn’t hurt the platform, especially given that Dutchie is largely responsible for keeping things on track during some of the more chaotic months for dispensaries.

Several states in which the sale of cannabis was illegal also voted to legalize recreational use, giving Dutchie even more stomping ground than they had prior to the lockdown.

Dutchie also recently took on 2 separate companies and their associated employees, effectively doubling their current staff. The companies are Greenbits—a resource planning group—and Leaflogix, which is a point-of-sale platform. With these two additions to their compendium, Dutchie can operate as even more of an all-in-one suite, which absolutely contributes to its value as a company.

Ross Lipson, who is Dutchie’s co-founder and current CEO, is fairly dismissive of investment opportunities for the public at the moment, saying he instead prefers to stay “focused with what’s on our plate” for the time being. However, he also appears open to the possibility of going public via an acquisition company.

“We look at how this decision brings value to the dispensary and the customer,” says Lipson. “If it brings value, we’d embark on that decision.”

For now, Dutchie remains the ipso facto king of cannabis distribution and sales—and they don’t show any plans to slow down any time soon.

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Business News

Ford adopts flexible working from home schedule for over 30k employees

(BUSINESS NEWS) Ford Motor Co. is allowing employees to continue working from home even after the pandemic winds down. Is this the beginning of a trend for auto companies?



Woman in car working on engineering now allowed a flexible schedule for working from home.

The pandemic has greatly transformed our lives. For the most part, learning is being conducted online. At one point, interacting with others was pretty much non-existent. Working in the office shifted significantly to working remotely, and it seems like working from home might not go away anytime soon.

As things slowly get back to a new “normal”, will things change again? Well, one thing is sure. Working from home will be a permanent thing for some people as more companies opt to continue letting people work remotely.

And, the most recent company on the list to do this is Ford Motor Co. Even after the pandemic winds down, Ford will allow more than 30,000 employees already working from home to continue doing so.

Last week, the automaker giant announced its “flexible hybrid model” schedule to its staff. The new schedule is set to start in the summer, and employees can choose to work remotely and come into the office for tasks that require face-to-face collaborations, such as meetings and group projects.

How much time an employee spends in the office will depend on their responsibilities, and flexible remote hours will need to be approved by an employee’s manager.

“The nature of work drives whether or not you can adopt this model. There are certain jobs that are place-dependent — you need to be in the physical space to do the job,” David Dubensky, chairman and chief executive of Ford Land, told the Washington Post. “Having the flexibility to choose how you work is pretty powerful. … It’s up to the employee to have dialogue and discussion with their people leader to determine what works best.”

Ford’s decision to implement a remote-office work model has to do in part with an employee survey conducted in June 2020. Results from the survey showed that 95% of employees wanted a hybrid schedule. Some employees even reported feeling more productive when working from home.

Ford is the first auto company to allow employees to work from home indefinitely, but it might not be the only one. According to the Post, Toyota and General Motors are looking at flexible options of their own.

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Business News

Unify your remote team with these important conversations

(BUSINESS NEWS) More than a happy hour, consider having these poignant conversations to bring your remote team together like never before.



Woman working in office with remote team

Cultivating a team dynamic is difficult enough without everyone’s Zoom feed freezing halfway through “happy” hour. You may not be able to bond over margaritas these days, but there are a few conversations you can have to make your team feel more supported—and more comfortable with communicating.

According to Forbes, the first conversation to have pertains to individual productivity. Ask your employees, quite simply, what their productivity indicators are. Since you can’t rely on popping into the office to see who is working on a project and who is beating their Snake score, knowing how your employees quantify productivity is the next-best thing. This may lead to a conversation about what you want to see in return, which is always helpful for your employees to know.

Another thing to discuss with your employees regards communication. Determining which avenues of communication are appropriate, which ones should be reserved for emergencies, and which ones are completely off the table is key. For example, you might find that most employees are comfortable texting each other while you prefer Slack or email updates. Setting that boundary ahead of time and making it “office” policy will help prevent strain down the road.

Finally, checking in with your employees about their expectations is also important. If you can discuss the sticky issue of who deals with what, whose job responsibilities overlap, and what each person is predominantly responsible for, you’ll negate a lot of stress later. Knowing exactly which of your employees specialize in specific areas is good for you, and it’s good for the team as a whole.

With these 3 discussions out of the way, you can turn your focus to more nebulous concepts, the first of which pertains to hiring. Loop your employees in and ask them how they would hire new talent during this time; what aspects would they look for, and how would they discern between candidates without being able to meet in-person? It may seem like a trivial conversation, but having it will serve to unify further your team—so it’s worth your time.

The last crucial conversation, per Forbes, is simple: Ask your employees what they would prioritize if they became CEOs tomorrow. There’s a lot of latitude for goofy responses here, but you’ll hear some really valuable—and potentially gut-wrenching—feedback you wouldn’t usually receive. It never hurts to know what your staff prioritize as idealists.

Unifying your staff can be difficult, but if you start with these conversations, you’ll be well on your way to a strong team during these trying times.

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