Real estate search site Trulia.com today announced a new self-service ad platform that allows users to build dynamic ads that incorporate their listings into templates, and then "lock out the competition" by purchasing a percentage share of the available ad space in their local market.

The Trulia Local Ads platform allows real estate agents and others to build ad campaigns targeting markets at the city and ZIP code level. Ads purchased by ZIP code show up on listings pages, while ads purchased by city turn up in search results.

Real estate search site Trulia.com today announced a new self-service ad platform that allows users to build dynamic ads that incorporate their listings into templates, and then "lock out the competition" by purchasing a percentage share of the available ad space in their local market.

The Trulia Local Ads platform allows real estate agents and others to build ad campaigns targeting markets at the city and ZIP code level. Ads purchased by ZIP code show up on listings pages, while ads purchased by city turn up in search results.

Dynamic ads can be constructed using templates that incorporate the latest listing data and info from real estate professional’s Trulia profiles, or advertisers can upload their own images and create custom ads they have developed on their own.

Advertisers can "own" a percentage share of the available ad space on Trulia’s search results and listing pages. There’s no limit on the percentage of ad space users can buy — advertisers can lock up whatever space is still available.

In a press release, Trulia co-founder and CEO Pete Flint said dynamic, hyperlocal ads perform five times better than the industry average for traditional static banner ads.

Advertisers are provided with detailed results, such as traffic stats and clickthrough rates, allowing them to fine-tune their ad campaigns.

The Trulia Local Ads platform is in limited release, and available only to Trulia Pro subscribers.

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