Trufl surfaces social connections prospects share with agents

Startup aims to build trust between agents, consumers with tool similar to Move's SocialBios

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Toronto-based startup Trufl has a new twist on a concept pioneered by SocialBios, providing a website plug-in for brokers and agents who build trust with prospects by revealing shared social media connections. Trufl's social graph tool can be embedded on any website as a thin, horizontal box that surfaces a visitor's overlapping social media connections with the site's owner from Facebook and LinkedIn when they click the respective buttons and grant the tool access to their contacts. Twitter and Google Plus capabilities are coming soon. Screen shot of Trufl's social search plug-in. It's all about establishing trust, said Chris Sylvester, Trufl's CEO and co-founder. Trufl charges users a $19 start-up fee. A free version allows brokers and agents to tag their social media contacts as "personal," "business" or "past client," and sends them a daily email showing who's visited the site. Users can also select connections they don't want the tool to bring up, giving some co...