SOURCE: Trulia

Trulia

December 01, 2010 06:00 ET

Trulia Identifies Top 3 Success Criteria for Hyper-Local Advertising in 2011

Dynamic Listing Advertising, Hyper-Relevant Content and Increased Exposure Shown to Engage Consumers

SAN FRANCISCO, CA--(Marketwire - December 1, 2010) - Trulia.com (www.trulia.com), a top site for homebuyers, sellers and renters, evaluated the best performing Trulia Local Ads of 2010 to identify the top criteria for creating hyper-local, hyper-relevant ads in 2011. The top three criteria for success include:

  • Dynamic ads that feature relevant listings
  • Compelling content that caters to the local area
  • Increased exposure to ensure repetition

"Real estate agents have always strived to stand out from their competitors, using traditional media like park benches and newspapers to target local buyers and sellers," said Georg Gerstenfeld, VP of Business Services at Trulia. "As advertising shifts online, Trulia has created a product that fulfills the same need for hyper-local advertising, but in a way that's more affordable and measurable. Trulia Local Ads have provided proven success to thousands of agents, giving them the opportunity to choose their target audience, advertise only in locations that are relevant to their business, and track the reach of their campaigns at any moment."

Consumers want to see relevant listings
Hyper-local advertising alone will not garner results unless the ad itself engages the viewer. Buyers want to see listings being advertised, and on Trulia, ads with a dynamic carousel of listing perform four to five times better than traditional banner advertising. Trulia Local Ads allow agents to select which of their listings they'd like to include in their ad and customize their ad for each location with relevant listings. 

"Trulia Local Ads allow me to target specific cities and ZIP codes to focus on the areas that matter most to my business. I work primarily in the Cypress metropolitan area and I'm currently advertising my active listings on Trulia in ZIP code 77429," said Colleen Pye, and agent in Cypress, TX. "I'm able to use my marketing dollars effectively this way since I know that the people viewing my ads are consumers interested in buying in Cypress and I can tailor my ad to show listings that are relevant to the consumer's search. From showcasing my listings in my Local Ad, I've already been able to sell 10 homes!"

Creating compelling content attracts buyers and sellers
Consumers prefer ads that are tailored to their search rather than a generic ad. As home searches become more precise, from city to ZIP code to city block, advertisers should customize the content of their ad to cater to a highly geo-targeted audience. Agents who have experienced success with their Trulia Local Ad campaigns have directed the content of their ads to focus on their specialties and areas of expertise, tying it all back to the location they're advertising in. 

"Specializing as a buyer's agent here in Las Vegas, a place dominated by international buyers, I needed a way to highlight my expertise. Trulia Local Ads let me customize my message so that I'm seen as a leading Las Vegas realtor; it couldn't be any simpler," said Mark Fleysher, a broker in Las Vegas, NV. "Trulia has helped me brand myself as an active and available agent, strategically advertising me in the zip codes and areas I want, bringing me to an engaged buyer audience. I connect with a variety of buyers and agents from around the world, who are actively seeking to purchase real estate in the Las Vegas area. I receive 75% of my clientele from my Trulia."

Increased exposure and exclusivity matter
Advertisers must keep in mind the Rule of 7 -- consumers usually need to be exposed to an advertisement about 7 times before they start consideration of an advertised product or service. Trulia Trulia Local Ads advertisers with more than 50% market share in targeted locations experienced better ad performance.

"I love being able to lock down 100% of my local market exclusively. I currently own 100% of my city as well as the corresponding ZIP so that every time a consumer does a search in my local area, they'll see my ad on both the search results and listing pages," said Brian Bernath, an agent in Kanab, UT. "Trulia Local Ads allow me to brand myself as the go-to expert in my local area and I don't have to worry about losing my market share to my competition."

About Trulia Local Ads
Trulia Local Ads provide real estate professionals with the opportunity to dominate their local markets by owning a percentage share of ad space on Trulia's search results and listing pages. A custom Local Ad is easy to create. Simply select the pre-populated carousel of your current listings, enter a prominent message about your services, or upload a custom creative image. With affordable pricing, Local Ads allow you to own as much of the visibility as you want in the locations where you're the expert so you can beat out your competition.

About Trulia, Inc.
Trulia.com is the most comprehensive real estate site focused on empowering you with smarter tools to help you find the right home. Whether you are an active buyer, seller or real estate enthusiast, Trulia gives you all the information you care about from rich property data to a personalized search experience. We are focused on helping you find the home that truly meets your needs, and delivers on what's most important for you. Ultimately, we built a smart real estate search experience bringing together local information, community insights, market data and national listings all in one place, all for you.

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