Last night Trulia launched Trulia Pro. Rudy, Trulia’s Social Media Guru, sent me an email an hour or so before it went live, and I was there right away to sign up as a paying customer. Like most of agents, I like to keep my advertising budget under control, and testing new and unproven products is not something I do often. But Trulia really seemed to be offering a GREAT value for a reasonable cost. Plus they are currently giving out 3 months FREE if you mention my name. OK, you don’t even have to mention my name, and you will get the 3 months free, as long as you PROMISE not to tell anyone in my market about Trulia PRO 😉
What Did I Have to Show For It?
A few years ago I stupidly coughed up about $2,500 to buy a “showcased home” slot on Realtor.com for my home town, Birmingham, MI. Allan Dalton is a very inspirational speaker and he convinced me to whip out my credit card at a seminar so I could secure that valuable piece of Realtor.com virtual real estate. Homes are pricey here, so this was in their upper tier for zip codes at that time. I got one of 8 rotating featured spots for my zip code, so half the time my ad was not even on the front page. When I did not have any listings in 48009 I could insert anywhere else, but how useful is that really? After one year, and NOTHING to show for it, I dropped the service.
I have held on to the “enhanced listing” package from Realtor.com for 5 or so years. Frankly, now I don’t have a choice because our brokerage has all of it’s listings enhanced. I do get somewhat regular inquiries from my enhanced listings, and our cost on this is not far off from what I just agreed to pay Trulia monthly, only because the broker negotiated for us. If I were paying myself, I think my cost would be a couple thousand dollars, because I think I have something like 50-70 listings in a 12 month period. Did not do the research on the cost lately.
Is Trulia Better?
At first blush, Trulia is providing a better value and a better branding opportunity. I also think their price might go up, since they are just launching now. That remains to be seen.
Here is what I like about Trulia Pro:
- I get unlimited spotlight ads. That means my little picture and URL show up on all of the locations I want to target. Suggestions/questions to Trulia: let me have different ads for different areas; and how many ads will you allow for an area? I don’t want to be one of eight again…
- I can “feature” all of my listings. That means they come up at the beginning of the search results.
- It’s reasonably priced.
- I use Trulia Voices, so I think this gives prospects a very well rounded picture of who I am. They can click through to my profile, see most of my listings (I claim most of them) and see how I answer questions. There are links back to my sites from my profile.
- Trulia provides some of the most robust information out there for consumers in a very appealing format. If I were a consumer, I would rather search on Trulia than on Realtor.com.
- I have a second listing presentation tomorrow for a prospect who found me on Trulia. His father wasn’t sure what site he had found me on, but he knew I was helping someone with a problem they had with a real estate situation (that was not caused by me). I knew right away it was Trulia Voices.
What Trulia Needs To Do
My biggest “issue” with Trulia is that I wish I could control the feed that they take for my listings. Right now my broker is submitting, I submit, our franchiser submits, vflyer.com submits and the local real estate book submits. I would like to control that they take MY feed first, from miBirmingham.com. That is where I have the most robust information about my listings. I never know which feed Trulia will pick up, and I don’t know how I can influence that.
Oh yeah, and if Trulia would accept American Express for payment, that would make me happy too.
Last night I saw a fair amount of traffic coming into my blog from my spotlight ad. It might have been Rudy checking to see if I was live yet. I’ll be tracking the stats and the results, and I will let you know how it goes.
What entreprenuers can learn about branding from trendy startups
(BUSINESS MARKETING) What’s the secret of focused startup branding, and how can you apply it to large enterprises?
Think of your favorite brand. Is it the product they offer or the branding that you love? Exactly – brand ethos reigns supreme, especially with those trendy, aesthetically-pleasing startups (I never thought Glossier had good makeup, but I’d be lying if I said I didn’t visit their website once or twice a month).
So let’s break it down.
Co-founder of Red Antler – a company that assists startups in creating successful branding – Emily Heyward believes in a few branding truths.
Firstly, you have to make sure not to market your brand as a single product or experience. Doing so, she says, will pigeonhole you and thus truncate your ability to expand and offer new products and services (she gives MailChimp, known almost exclusively for email marketing, as an example).
What Heyward does say to do is instead market an idea. For example, the brand Casper (one of Antler’s clients) markets itself as a sleep company instead of a mattress company. By doing this, they kept the door open to eventually offer other products, like pillows and bedding.
Heyward states that this “power of focus” is a way to survive – with countless other startups offering the same product or service, you have to position your company as offering something beyond the product. Provide a problem your customer didn’t know they had and offer an innovative solution through your product.
Ever used Slack, the app-based messenger? There were other messengers out there, so focus of Slack’s branding is that regular messaging is boring and that their app makes it more fun. And customers eat it up.
How can this logic apply to mid-to-large enterprises? How can you focus on one specific thing?
Again, placing emphasis on brand over products is essential – what is it about what you offer that makes your customers’ lives better? It’s more cerebral than material. You’re selling a better life.
Another thing to remember is that customers are intrigued by the idea of new experiences, even if the product or service being offered is itself not new. Try not to use dated language that’s colored by a customers’ preexisting feelings. Instead, find an exciting alternative – chat solutions are desperately trying move away from the word “chat”, which can bring to mind an annoying, tedious process, even though that is in fact what they offer.
Broadening the idea of focused brand ethos to a large company can be difficult. By following these tips and tricks from startups, your company can develop a successful brand ethos that extends beyond your best product or service.
Spruce up your product images with Glorify (just in time for Black Friday!)
(BUSINESS MARKETING) Want professional, customizable product images for your company? Consider Glorify’s hot Black Friday deal.
Glorify, the app that creates high converting, customizable product images for your business, is offering a lifetime deal for $97 this Black Friday. In just a few clicks, you can transform one of Glorify’s sleek templates into personalized, professional-looking content – and now, you don’t have to pay that monthly fee.
Whether your business is in electronics, beauty, or food & drink, Glorify offers a range of looks that will instantly bring your product images to the next level. With countless font styles and the ability to alter icon styles, shadows and other elements, you can access all the perks of having your own designer without the steep price.
In 2019, Glorify was launched – the app was soon voted #2 Product of the Day and nominated for Best Design Tool by Product Hunt. Since then, they have cultivated a 20k+ user base!
Glorify 2.0, which was launched last week, upgrades the experience. The new and improved version of the app is complete overhaul of intuitive UI improvements and extra features, such as:
- background remover tool
- templates based on popular product niches and themes
- design bundles for your website/store, social media
- annotation tool
- upload your brand kits and organize your projects under different brands
- 1 click brand application
- & much more!
“But the most important aspect of Glorify 2.0, is that it comes with a UI that sets us up for future scalability for all our roadmap features”, said CEO of Glorify Omar Farook, who himself was a professional graphic designer.
Farook’s dream was to provide a low-cost design service for the smaller businesses that couldn’t otherwise afford design services. Looking through reviews of the app, it’s evident that Glorify does just that – it saves the user time and money while helping them to produce top-notch product images for their brand on their own.
Glorify is one of the many new design-based apps that make producing content a breeze for entrepreneurs, such as Canva. As someone who loves design but doesn’t have the patience for Creative Cloud, I personally love this technology. However, Glorify is unique in that it is the only product-driven design app. All you have to do is upload your photo!
This new Chipotle location will be fully digital
(BUSINESS NEWS) In the wake of the pandemic and popularity of online delivery, Chipotle is joining the jump to online-only locations, at least to test drive.
A lot of industries have switched to an online-only model in the wake of the pandemic. Most of them have made sense; between abundant delivery options and increased restrictions on workers, moving away from the traditional storefront paradigm isn’t exactly a radical choice. Chipotle making that same decision, however, is a plot twist of a different kind—yet that’s exactly what they’re doing with their first online store.
To be clear, the chain isn’t doing away with their existing locations; they’re just test-driving a “digital” location for the time being. That said, the move to an online platform raises interesting questions about the future of the restaurant industry—if not just Chipotle itself.
The move to an online platform actually makes a lot of sense for businesses like Chipotle. Since the classic Chipotle experience is much less centered on the “dining” aspect than it is on the customizability of food options, putting those same options online and giving folks some room to deliver both decreases Chipotle’s physical footprint and, ostensibly, opens up their services to more people.
It’s also a timely move given the sheer number of people who are sheltering in place. A hands-on burrito assembly line is not the optimal place to be in a pandemic, but there’s no denying the utilitarian appeal of Chipotle’s products. To that end, having another restaurant wherein you have the option to order a hearty meal with everything you like—which is also tailored to your dietary needs—is a crucial step for consumers.
Chipotle’s CTO, Curt Garner, says he is hoping this online alternative will offer a “frictionless” experience for diners.
As a part of that frictionless experience, consumers will be able to order in several different mediums. Chipotle’s website and their mobile app are the preferred choices, while services like GrubHub will also be available should you choose to order through a third-party. The idea is simple: To bring Chipotle to you with as little fuss as possible.
For now, Chipotle is committing to the single digital location to see how consumer demand pans out. Should the model prove successful, they plan to move forward with implementing additional digital locations nationwide.
Tech News2 weeks ago
Internet of Things and deep learning: How your devices are getting smarter
Opinion Editorials1 week ago
Popular opinion: Unemployment in a pandemic sucks [EDITORIAL]
Tech News1 week ago
4 ways startups prove their investment in upcoming technology trends
Business Marketing2 weeks ago
Spruce up your product images with Glorify (just in time for Black Friday!)
Business Entrepreneur2 weeks ago
If you’re an employer, don’t hire without knowing about these hidden traits
Business News2 weeks ago
There, and back again? Working remotely now, and in a post-vaccine world
Social Media2 days ago
Facebook’s latest acquisition dives into backend of social media marketing
Business News2 weeks ago
DMCA and Twitch streaming, aka a mess of copyright