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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.

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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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14 Comments

14 Comments

  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

Etsy is trying on second-hand fashion with purchase of Depop

(BUSINESS NEWS) With the younger generation moving away from fast fashion, it makes sense that Etsy has acquired one of the most popular Gen Z second hand apps.

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Woman looking at a rack of clothes in a second hand thrift store

Over the last few years, sustainable shopping has been a bullet point in the large-scale topic of the environment. Burning through clothing by disposing of old clothing and shopping from places specializing in “fast fashion” is causing damage to the earth.

According to the UN Environment Programme, the fashion industry is the second largest consumer of water and is responsible for 8-10% of global carbon emissions – more than all international flights and maritime shipping combined.

As a result, shopping second hand has become more popular, as opposed to mass-produced fast fashion. Online platforms like Poshmark and ThredUp have grown tremendously over the last 3 to 5 years.

Now, Etsy is getting in on the resale action through its acquisition of Depop – a second hand fashion app that allows for the buying and selling of used fashion items.

Etsy paid $1.6 billion to acquire the UK-founded company, which has attracted a younger, Gen Z-based audience due to its social media use and messaging on shopping in an ethical and environmentally-friendly fashion.

Etsy CEO Josh Silverman said the company was “thrilled” to be adding what it believes to be the “resale home for Gen Z consumers” to Etsy. Depop has approximately 30 million registered users spanning 150 countries.

“Depop is a vibrant, two-sided marketplace with a passionate community, a highly-differentiated offering of unique items, and we believe significant potential to further scale,” Silverman said in a statement Wednesday.

“We see significant opportunities for shared expertise and growth synergies across what will now be a tremendous ‘house of brands’ portfolio of individually distinct, and very special, ecommerce brands.”

Due to the COVID-related e-commerce boom, shares of Etsy have more than doubled in the last year. The stock was up about 6.7% Wednesday afternoon.

According to data from Crunchbase, Depop had raised a total of $105.6 million from investors including General Atlantic, Creandum, Balderton Capital, Octopus Ventures and Klarna CEO and co-founder Sebastian Siemiatkowski, prior to their agreement with Etsy.

With fashion being so cyclical, it may be safe to say that second hand will never fully go out of style.

What are your thoughts on resale apps being the answer to fast fashion woes? Let us know in the comments.

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Business News

As masks become optional, businesses find themselves stuck in the middle

(BUSINESS NEWS) One liquor store’s decision on mask policy following changes in local laws has become a recurring story throughout the nation.

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Woman in front of small business with two children, all wearing face masks

The American mask debate has comprised a whirlwind of clashing political ideologies, legal dilemmas, and personal agendas, with businesses placed directly in the middle of the storm. As the pandemic continues to run its course, a disparity in state mandates and legislation is only serving to increase the strain on these establishments.

With increased access to vaccines and several states rolling back their COVID guidance, the option to wear—or not wear—masks is becoming more discretionary, with businesses often having the final say in whether or not they expect masks to be used on their premises. One such business, a liquor store, posted a notice regarding their staff’s decision to continue wearing masks:

“In accordance with Johnson County mandates: Masks are now optional. Please do not berate, verbally assault, or otherwise attack the staff over their choice to continue wearing masks.”

The notice went on to say, “It is painfully depressing we have to make this request.”

That last line epitomizes many business owners’ stances. Places across the country have started allowing customers to discard their masks with proof of vaccination, but if employees choose to keep their masks for the time being, it’s difficult for clients not to view it as a kind of political statement—despite their decisions often being corroborated by local laws.

And, as long as businesses continue to operate within the confines of those laws, their decisions should be free from public scrutiny.

Sadly, that’s not what’s happening as evidenced by the notice posted by the liquor store in Johnson County. The same disparity that allows for some freedom despite COVID still being present in many Americans’ lives often leaves those who choose not to wear masks to conclude that those who do wear them are being judgmental or unnecessarily cautious.

Those judgements work in reverse as well, with businesses who allow their employees to work maskless facing criticism from masked clients. It seems that the freedom to choose—something for which people strongly advocated throughout the pandemic—continues to cause separation.

As businesses change or adapt their regulations to fit state mandates and employee (and customer) concerns, everyone would do well to remember that the decisions these establishments make are usually meant to affect some kind of positive work environment—not to welcome harassment and abuse.

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Business News

You should apply to be on a board – why and how

(BUSINESS NEWS) What do you need to think about and explore if you want to apply for a Board of Directors? Here’s a quick rundown of what, why, and when.

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board of directors

What?
What does a Board of Directors do? Investopedia explains “A board of directors (B of D) is an elected group of individuals that represent shareholders. The board is a governing body that typically meets at regular intervals to set policies for corporate management and oversight. Every public company must have a board of directors. Some private and nonprofit organizations also have a board of directors.”

Why?
It is time to have a diverse representation of thoughts, values and insights from intelligently minded people that can give you the intel you need to move forward – as they don’t have quite the same vested interests as you.

We have become the nation that works like a machine. Day in and day out we are consumed by our work (and have easy access to it with our smartphones). We do volunteer and participate in extra-curricular activities, but it’s possible that many of us have never understood or considered joining a Board of Directors. There’s a new wave of Gen Xers and Millennials that have plenty of years of life and work experience + insights that this might be the time to resurrect (or invigorate) interest.

Harvard Business Review shared a great article about identifying the FIVE key areas you would want to consider growing your knowledge if you want to join a board:

1. Financial – You need to be able to speak in numbers.
2. Strategic – You want to be able to speak to how to be strategic even if you know the numbers.
3. Relational – This is where communication is key – understanding what you want to share with others and what they are sharing with you. This is very different than being on the Operational side of things.
4. Role – You must be able to be clear and add value in your time allotted – and know where you especially add value from your skills, experiences and strengths.
5. Cultural – You must contribute the feeling that Executives can come forward to seek advice even if things aren’t going well and create that culture of collaboration.

As Charlotte Valeur, a Danish-born former investment banker who has chaired three international companies and now leads the UK’s Institute of Directors, says, “We need to help new participants from under-represented groups to develop the confidence of working on boards and to come to know that” – while boardroom capital does take effort to build – “this is not rocket science.

When?
NOW! The time is now for all of us to get involved in helping to create a brighter future for organizations and businesses that we care about (including if they are our own business – you may want to create a Board of Directors).

The Harvard Business Review gave great explanations of the need to diversify those that have been on the Boards to continue to strive to better represent our population as a whole. Are you ready to take on this challenge? We need you.

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