Trulia launches vertical ad network
Advertisers can target multiple real estate sites
By Inman News, Wednesday, May 14, 2008.Bookmarking Sites
Real estate search and marketing site Trulia.com has launched a real estate ad network to allow real estate brokers, lenders and other advertisers to target home buyers and sellers on multiple real estate niche sites with a single point of contact for billing and reporting.
The Trulia Ad Network makes it simple for advertisers to achieve targeted reach across a large number of relevant Web sites, while helping publishers capitalize on the growing movement of real estate ad dollars online, said Trulia Chief Executive Officer Pete Flint.
Advertisers can use Trulia Ad Network to target audiences by city and ZIP code at partner sites that include Oodle, Homes & Land and The Savvy Source.
Trulia says that advertising partners will have access to 10 million monthly unique visitors across the company's network of targeted real estate sites. The company says Trulia.com attracts 4.5 million unique visitors a month, and that 72 percent plan to buy a home in the next 12 months.
Trulia's existing publisher network includes dozens sites including Kiplinger, Parade magazine, Village Voice Media and St. Petersburg Times.
Publishers who offer content focused on real estate and "related life events" can earn ad revenue from real estate advertisers, monetizing local content with advanced geo targeting.
Trulia.com's existing advertisers include Wachovia, Lennar Homes, The Carrier Corp., DirectBuy, Prudential Real Estate, Windermere Real Estate and ZipRealty.
Leslie Tyler, vice president of marketing for ZipRealty, said the Trulia Ad Network will make it easier to reach buyers online.
"Rather than making dozens of individual buys, or settling for more generic sites and networks, we expect to gain visibility on all the best niche sites on the Web quickly and cost-effectively through a single point of contact," Tyler said in a press release.
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Submitted by Tech savvy Broker on May 15, 2008 - 7:35am.
So let's see if I have this right:
-Trulia convinces all the big brokers that listings are a commodity and must be shared
-The brokers feed Trulia this content that "has no value" and must be freed for the Web 2.0 gods
-Trulia can do whatever it wants with the lisitng content because it's now "their content"
-Trulia syndicates the "valueless" content to other websites thru the Trulia Publisher Platform - http://info.trulia.com/index.php?s=43&item=4
-Trulia waits a little while for the dust to settle and then announces the vertical ad network where they sell ads around that valueless content.
So for me, it begs the question: "just how clueless about the Internet are the guys running the big brands like Keller Williams, Pru, etc."
Apparently, pretty clueless, or at least not nearly as savvy as Pete Flint.
Note- the smartest guy in real estate and a guy who currently has the 2nd most popular real estate website (not too shabby), Dave Liniger, hasn't been fooled by Trulia's con game and isn't playing ball.
It's a pretty safe bet that in 5 years after the ongoing industry shakeout, RE/MAX will be even more dominant, both offline and online, and a few of the other big brands won't be around....so who "gets" the Internet and the Web 2.0 world?