Trulia’s first national marketing campaign will focus on women as ‘transaction-ready’ consumers

Goals are more app users, repeat visits, leads and subscribers

In a bid to bring more “transaction-ready” consumers to the site, Trulia’s first-ever national marketing campaign will target college-educated women 25 to 44 years old.

“We’re not blasting for eyeballs,” but looking for a specific audience, Trulia Chief Marketing Officer Kira Wampler said today of the $45 million campaign set to launch this month.

Trulia Chief Marketing Officer Kira Wampler.
Trulia Chief Marketing Officer Kira Wampler.

Speaking at Trulia’s first-ever investor and analyst day, Wampler revealed that 66 percent of the site’s users are women.

Trulia’s national coming-out party will include national TV placement. Wampler, who joined Trulia in November as CMO, said the campaign’s primary goal is increasing use of its apps and repeat visits. A secondary aim is building brand awareness, she said. The campaign will include a documentary-style TV spot portraying consumers using Trulia’s mobile offerings.

Trulia will measure the success of its campaign by increase in app users, repeat visits to the site, lead volume, number of subscribers, and, ultimately, revenue.

Wampler showed a series of stills from the upcoming TV ad to the crowd that highlight how Trulia’s apps can help consumers solve the daunting challenge of finding a home, ending with the tagline, “That’s your moment of Trulia.”

Zillow CEO Spencer Rascoff has said the firm is also going after “transaction-ready” consumers with its $65 million campaign.

Realtor.com operator Move Inc. is also set to release a national consumer marketing campaign in 2014, setting the stage for an arms race for consumer mindshare.


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