Connect with us

Business Marketing

Is Trulia Getting Right What Realtor.com is Getting WRONG?

Published

on


Trulia Announced…

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.

Continue Reading
Advertisement
14 Comments

14 Comments

  1. Rudy from Trulia.com

    June 19, 2008 at 2:05 pm

    Hi Maureen!

    Interesting image 🙂 Thanks for some really great perspective. I’ll jump back to leave a more thoughtful comment after the radio show on real estate radio at 4:20pm today – https://www.truliablog.com/2008/06/19/trulia-on-real-estate-radio-usa-today-420pm-est/

    Rudy
    Social Media Guru at Trulia

  2. Aria Schoenfelt, Austin Luxury Homes

    June 19, 2008 at 3:05 pm

    Finally, something nice to say about Trulia! I’m sure you will get a barage of emails and comments back for this. Many agents are upset with Trulia right now because they are climbing up search engine results. They are succeeding because they are offering information in a very usable way to both consumers and agents. I don’t subscribe to any Realtor.com services because of price and, well frankly, confusion. Trulia keeps it simple and doesn’t try to limit any information to the consumer as NAR and others try to do.

    I for one will admit that I am not the keeper of information. I am the analyzer of information because of the experience and knowledge that I have. Without that, I’d be a scrambling agent. With that, I’m a successful Real Estate Consultant.

    As for Trulia climbing up the Google ladder, I think they’ve earned it. I will also admit that although I think I have a great website and that it does produce results for me, I am really no match for anyone who works on web development and marketing full-time (however those who simply want my money to produce me a mediocre site are no match for my drive and passion.) If you can’t beat ‘e,. join ’em!

    If Trulia’s Google presence bothers you, use a “no follow” tag when you link to them. Add it into the link code. It looks like this:

    rel=”no-follow”

    Just add the no-follow part. I do, however, believe in giving credit where credit is due. If you use their RSS feeds, widgets, etc, don’t you think you should make sure to leave their branding and give them a link somewhere?

    Anyway if you want more on that, I recommend reading Is Google Taking Over the World? where I ramble much further into this sub-topic.
    Anyway, I had a post on this topic of Maureen’s great post.

  3. Paula Henry

    June 19, 2008 at 6:46 pm

    Maureen –

    I did not see the three month free option – I even looked for a place to put your name:)

    I do like Trulia and like you – would like to choose the feed they publish…..you mean they don’t accept AMEX. Hmmmm…

    I’ll check it out more – thanks for an excellent review.

  4. Tina Merritt

    June 19, 2008 at 7:05 pm

    I got the Twitter message from Trulia yesterday that Trulia Pro had launched and started researching it last night. Thanks for finishing my research! I’m off to sign up and see if I can find those 3 free months!

    Tina in Virginia

  5. Rudy from Trulia.com

    June 19, 2008 at 7:28 pm

    Hi Ines!

    I promise I’ll leave my thoughts on your great post tomorrow…..Sara and I are celebrating our 4 year wedding anniversary……shutting down for the night…….

    For Tina and Paula – Get Your free 3 months here: https://www.trulia.com/truliapro/promo/

    Offer ends July 31, 2008

    Night all…..

    Rudy
    Social Media Guru at Trulia

  6. Barry Cunningham

    June 19, 2008 at 7:39 pm

    We interviewed Rudy today live on air and Trulia is DEFINITELY getting it right. Trulia Pro is an absolute no brainer!

  7. Jim Gatos

    June 19, 2008 at 8:29 pm

    My brokerage has some kind of a deal with Realtor.com where the agents only pay $99 for enhanced listings, It’s nice, and it’s advantageous, but they at realtor.com are getting ridiculous with the masses. They give me the feeling they act like we as Realtors are all working for them…. Pretty sad.. cocky, and just mean spirited sometimes.

    I sincerely wish Trulia would offer cheap or affordable IDX or Vow services. I’d be glad to pay them a fair price. I’ve been looking for an IDX for my website and blog… I checked that dsSearchAgent too.. (They charge TOO much for Massachusetts because they don’t want to pay my “MLSPIN” Provider a $500 “sql fee.. ) and the IDX’s I checked out for the most part can’t hold a candle to Trulia.. and agents wonder why no one goes to their site… Realtor.com’s sites aren’t that bad; but for what you’re getting I think you can do better…

    Of course an IDX from Trulia should be geared to help the agent; that means no info on who the other company is if the client signed in.. But can you imagine… Maps, RSS Feeds, etc, etc.. on indiividual agents sites.. Watch the numbers go up, Trulia!

  8. ines

    June 19, 2008 at 9:09 pm

    I think Rudy had a lapse there – was he talking to me and I wasn’t even here? LOL!

    I just signed up to Trulia Pro – and I totally agree with you, it would be great if the system would tell you how many other pros we will be sharing a particular spotlight with or maybe give it should have a limit.

    I do think it’s great that you can monitor those hits and decide what areas you are getting good results from. I am very optimistic about this and right now I would much rather give marketing dollars to Trulia than Realtor.com

  9. ines

    June 19, 2008 at 9:13 pm

    Oh….I know……he “knew” I was coming 🙂

  10. Michael Price

    June 19, 2008 at 11:17 pm

    Maureen,
    I’m assuming from the post that all of your links are going to your Trulia Voices profile. Is it possible to have some of them go to your profile and some of them go to your web site or a landing page? I’m thinking maybe it would be good to test the waters as to which may be more effective.

    I would be interested in knowing what your click through rates are after you have had a while to run the campaign. If you’re not doing it already, its pretty easy to set it up as a campaign in the free Google Analytics Software.

  11. Rudy from Trulia.com

    June 20, 2008 at 10:13 am

    Good morning all!

    Yes, I misspoke. I said Ines, cause she’s always on my mind :), rather than Maureen. My bad Maureen. I wanted to leave a comment yesterday but didn’t have the time….

    First of all, thanks so much for trying our Trulia Pro. I see you’re ad for Birmingham, MI and it looks great. Thus far, you are the only one for that area. Which, is a good thing for you. Your face and brand will be seen for virtually all the searches in the geographic areas you selected. Ah, the benefits of being an early adopter 🙂

    I like your thoughts on the Spotlight Ad – create different ads for different areas. At first, we wanted to make the process as simple as possible to both create and track. We’ll most certainly consider ideas like this one for the future.

    Today, we allow unlimited advertisers for each geography. The early adopters will benefit most as they will garner the most impressions for each geography they select – choose up to 20 geographic locations. We will monitor the progress of Trulia Pro closely and improve and enhance as needed.

    The great thing for agents whio already have created their Trulia Profile, is that we use some of that profile information to pre-populate your ad. This helps speed up the process for you. However, you have complete control of the ad copy and can make changes anytime to suit your needs.

    Congrats of your second prospect via Trulia and good luck on your listing presentation. Those are some lucky home sellers I tell ya 🙂

    Trulia’s standard operating procedure for listing feeds is meant to provide the best info for the consumer – we may not always get it right, but we find it’s generally the best solution. That said, with Trulia Pro, you can direct consumers anywhere you like from your listings.

    Maybe we’ll incorporate Amex at a later date, but for now, their just so expensive 🙂

    I did check your ad, but only a couple times 🙂

    Thanks again for some great feedback Maureen.

    Rudy
    Social Media Guru at Trulia

  12. Rudy from Trulia.com

    June 20, 2008 at 10:31 am

    @ Barry – Thanks for being such great hosts. That was a lot of fun.

    @ Jim – Sorry, but we’re not an IDX provider.

    @ Ines – Glad to see you on board with Trulia Pro. I see you’re our first early adopter in Miami now. Sweet. Interesting idea to display the number of other advertisers in your geo. All feed back is good. Thanks for your support. We hope we can provide you with some good value.

    @ Michael – Hope all is well with you. You can point the link wherever you like. We’re interested in all metrics as well. One other thing to consider, just like a billboard on a highway or Times Square, there are lots of people passing by. On Trulia however, most are targeted to the geo you selected. It’s a great brand building vehicle.

  13. John Sabia

    June 21, 2008 at 8:52 am

    Let’s get real here. They are most likely climbing the search engines because they hoard page rank thru the use of “nofollows” and redirects all the while obtaining live links back to their site. There is enough information out there folks.

Leave a Reply

Your email address will not be published.

Business Marketing

What we can learn & apply about branding from trendy startups

(MARKETING) What are the branding secrets of these new trendy startups and how can they be applied to your large enterprises?

Published

on

A set of wine from Craft Hugo, showing off pleasing branding in labels.

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.

Continue Reading

Business Marketing

7 low-budget marketing ideas for small businesses to grow their reach

(MARKETING) Marketing ideas are often expensive or ultra time consuming, but let’s talk about some proven tactics that won’t break the bank.

Published

on

Man leaning against wall on phone representing marketing.

The following marketing ideas are provided to you buy Threadsy:

No matter the size of your business, marketing matters! It’s important for small and big businesses alike to attract new customers, establish brand awareness, and to create buzz around products and services. But we know that not every business owner has tons of funds to devote to their marketing strategy. The good news? There are some highly effective marketing tactics that are also budget-friendly!

Here are seven low-budget marketing strategies for small business owners and side hustlers to grow their reach:

1. Sponsor Local Events

One of the best ways to get to know potential customers? Actually meet and talk to them! When you sponsor local events, you can be on-site to help people put a face with your business’s name. Sponsoring events is also a fantastic way to offer branded merchandise that can help you get your name and your logo out there.

Besides branded materials like signs, banners, or fliers, think about offering some fun items like wine bags to give away to attendees. Goody bags also make fantastic take-home options for local events. A branded canvas tote can be repurposed as an environmentally-friendly grocery bag, lunch bag for work, or a carry-all accessory for conventions and tradeshows. Print your logo on the outside and fill your goody bags with customized items like water bottles, notebooks, pens, and towels.

2. Let Your Colors Fly

Make some cool t-shirts featuring your logo! Wear them to the sponsored events mentioned above, out in the community, or anywhere you may encounter potential customers and can strike up a conversation. You can also offer t-shirts at a discount in-store or online, and turn your loyal customers into advertisers.

Quick tip: Purchase wholesale shirts to reduce manufacturing costs.

3. Social Media

If you’re not already leveraging social media to promote your business, it’s time to start! Think your customers aren’t using social networks? While certain demographics use various platforms more than others, according to fundera, 74% of consumers rely on social media to guide purchasing decisions. Plus, 96% of small businesses say they use social media in their marketing strategy.

So use your social media channels to level the playing field. To maximize your time and effort, determine where your audience members spend their time. Which platforms are they using? If you have a dedicated social media strategist on staff, they can perform audience research to tailor your approach to your existing and potential customers. If you’re running your own social strategy, spend some time digging into the demographics to determine which platforms make the most sense for your brand. From there, you’ll need to decide on the types of content you want to post, how to interact with your customers online, and create a social media calendar to plan your strategy.

4. Host a Giveaway

Once you’ve got your social media strategy up and running, why not host an online giveaway/sweepstakes to build some buzz, boost engagement, and attract followers? Pick a social media platform where you already engage with your customers. You’ll want to offer an item as the prize. This can be anything from a free product, a discount on an expensive product or service, or inexpensive swag like hats to help you promote your brand.

Once you’ve chosen the prize(s), decide on the terms for your giveaway. For example, an Instagram sweepstakes might look like this:

  • Create posts about the giveaway and explain the rules (multiple stories and 1 or 2 posts depending on the length of the contest)
  • These posts should specify the terms, for example:
    – In order to enter, potential winners must follow you
    – Encourage your followers to tag other people who may be interested. Each “tag” gets them another entry into the contest
    – You can also specify that contest applicants must share your post on their own profile
  • Once the contest has ended, pick a winner. Tag them in a post and story announcing what they’ve won and ask them to also share these posts to their own profile

Quick tip: You can also offer smaller or less-expensive items as consolation prizes. People love free swag and it’s an easy way to get your name out there!

5. Referral Discounts

Offering friends and family discounts on your products or services can help you establish loyalty and promote exclusivity. Offer discount codes or create a refer-a-friend program. You can also offer small incentives for customers who share about your brand on social media. Referral discounts are a great marketing strategy whether you use them in-store, online, or both.

6. Create or Update Your Blog

If you already have a website, you can put it to use to help build brand awareness and attract high-funnel customers. Blogging is a low-cost way to generate organic traffic (website visitors via Google or other search engines). If you don’t already have a blog, there are a number of free and inexpensive blog platforms you can use including Wix and WordPress.

You’ll want to write about topics that are related to your product or service and are of interest to your customers. For example, if you offer graphic design, you might want to create content about how to find an effective graphic designer online, or which projects you can do with an online platform like Canva vs. more complex projects where you should hire a professional designer.

Your website and blog are also great places to post “about us” content to offer website visitors an opportunity to learn more about you, your business, and your mission and values.

7. Update Your Google My Business Profile

Google My Business (GMB) is a free tool that allows you to share important information about your business like your address, hours of operation, and contact information. When your listing is optimized with this information, it’s displayed in Google Search and will also appear in Google Maps, which can help you attract local customers.

To get started, you need to create a GMB profile and verify your business information. This is a relatively simple but important step to ensure customers are able to find your business or service online. Make sure to keep your listing updated if you change any information like your website URL, address, or hours.

The takeaway:

When creating your marketing strategy, remember to stay true to your brand. Not every tactic will be the most effective for every business. Choose the tactics that make sense for your brand or product offering. Another way to prioritize is to consider the perceived impact and effort of each marketing strategy. Use the strategies that require the lowest effort but will potentially drive the highest return.

Once you have those in place, decide which of the other strategies make sense for your customers and your business goals. Also, make sure to keep track of all of your marketing expenditures and the sales from these tactics so you can assess which ones were successful and which ones you may need to re-evaluate or alter.

Remember, when it comes to marketing, it’s an ever-evolving system. Trust the process and try to have some fun with your marketing strategy!

Continue Reading

Business Marketing

No-reply emails don’t help customers, they’ve run their course

(MARKETING) No-reply emails may serve a company well, but the customers can become frustrated with the loss of a quick and easy way to get help.

Published

on

no-reply mail boxes

Let me tell you a modern-day horror story.

You finally decide to purchase the item that’s been sitting in your cart all week, but when you receive your confirmation email you realize there’s a mistake on the order. Maybe you ordered the wrong size item, maybe your old address is listed as the shipping location, or maybe you just have buyer’s remorse. Either way, you’ve got to contact customer service.

Your next mission is to find contact information or a support line where you can get the issue resolved. You scroll to the bottom of the email and look around for a place to contact the company, but all you find is some copyright junk and an unsubscribe option. Tempting, but it won’t solve your problem. Your last hope is to reply to the confirmation email, so you hit that trusty reply arrow and…nothing. It’s a no-reply email. Cue the high-pitched screams.

Customers should not have to sort through your website and emails with a microscope to find contact information or a customer service line. With high customer expectations and fierce ecommerce competition, business owners can’t afford to use no-reply emails anymore.

Intended or not, no-reply emails send your customer the message that you really don’t want to hear from them. In an age when you can DM major airlines on Twitter and expect a response, this is just not going to fly anymore.

Fixing this issue doesn’t need to be a huge burden on your company. A simple solution is to create a persona for your email marketing or customer service emails, it could be member of your team or even a company mascot. Rather than using noreply@company.com you can use john@company.com and make that email a place where your email list can respond to questions and communicate concerns. Remember, the whole point of email marketing is to create a conversation with your customers.

Another great strategy for avoiding a million customer service emails where you don’t want them? Include customer service contact info in your emails. Place a thoughtful message near the bottom of your template letting people know where they can go if they’re having an issue with the product or service. This simple change will save you, your customers, and your team so much time in the long-run.

Your goal as a business owner is to build a trusting relationship between you and your customers, so leave the no reply emails behind. They’re annoying and they might even get you marked as spam.

Continue Reading
Advertisement

Our Great Partners

The
American Genius
news neatly in your inbox

Subscribe to our mailing list for news sent straight to your email inbox.

Emerging Stories

Get The American Genius
neatly in your inbox

Subscribe to get business and tech updates, breaking stories, and more!