Real Estate Website Trulia Targets Women In Largest Ad Campaign Ever

Dated: April 1 2014

Views: 472

Real estate website Trulia really, really wants you to download its app. The company is spending $45 million in its first national ad campaign to convince home-buyers, particularly women, to use the company’s mobile products.

The campaign, centered around the slogan “Moment of Trulia,” casts Trulia as a service that can help people search real estate listings on the go. The first in a series of TV spots shows a couple using Trulia’s app to search housing listings in the gym, on the drive home and even in the shower. Trulia says the campaign is targeted primarily at women between the ages of 25 and 44. “Most of the advertising in the category sells the dream of finding the perfect home, but life isn’t like that. The process can be daunting and you often have to make trade offs,” Kira Wampler, Trulia’s chief marketing officer, said in a company press release. “We wanted to take an authentic, real approach to the category and show consumers specifically, how our mobile products solve their real life problems during the home search.”

Watch video here
The campaign will include TV and radio commercials, outdoor ads and online marketing. At $45 million, the campaign dwarfs all of the company’s past efforts—Trulia spent less than $8 million on all advertising in 2013. The sum is more than one-quarter of the $145 million in revenue Trulia generated in all of 2013. The huge spend is part of the company’s broader effort to get more people browsing on mobile, where Trulia says people are more likely to contact real estate professionals about specific houses than they are on a desktop computer.
The big outlay is also an effort to keep up with Zillow, a competing real estate listings site that launched its first national ad campaign last summer. Zillow had about 15 million more monthly unique visitors to its sites and mobile apps in 2013 than Trulia and generated $50 million more in revenue.

RC
Source
Blog author image

Mark Ross

For Mark Ross, founder of Ross NW Real Estate and professional real estate broker, real estate has always been the career of choice. During his 25+ years in the industry, Mark has gained experience in....

Latest Blog Posts

6 Home Upgrades Buyers Want In The COVID19 Era

If you imagined 2020 was the year you would finally list your house for sale, you may have hit the brakes on those plans when the coronavirus pandemic arrived.But now, we’re more than six months

Read More

Builder Confidence Breaks Previous 35 Year Record High

The National Association of Home Builders and Wells Fargo Housing Market Index rose two points to 85 in October – the highest score the series has ever recorded since its inception 35 years ago

Read More

7 Simple Renovations To Coronavirus Proof Your Home

As much as we all wish we could go back to a time when social distancing was a foreign concept and masks were just something you wore with a Halloween costume, it’s clear by now that COVID-19’

Read More

The Forbearance Crash Bros Spoke Too Soon

The health and economic crisis has made 2020 a horrific year for many Americans. Added to all that misery we had terrible fires in the West and hurricanes in the East.  From my perspective,

Read More