The second TV ad of Trulia’s $45 million 2014 “Moment of Trulia” consumer marketing campaign hit the airwaves this morning and, like a previous ad rolled out in March, was designed specifically to reach the portal’s target market: college-educated women aged 25 to 44.

 Trulia’s second national TV ad, “Shower,” hit the airwaves today.

Trulia competitors Zillow and also announced new TV ads today. All three ads from the portals feature consumers using the mobile apps to find their new homes.

The three portals — by far the most popular real estate sites on the Web — have all said they plan to spend heavily on consumer marketing campaigns this year. Trulia says it plans to launch a third TV ad later this year.

In conjunction with the release of the latest ad, Trulia announced a $50,000 giveaway sweepstakes. The winner of the contest may spend the $50,000 grand prize however they like, although Trulia suggests that it could be applied to a down payment or to cover other home expenses.

To drive more downloads of its mobile app, those who enter the contest get 10 extra chances to win if they click on a link in a text message that takes them to a page where they can download Trulia’s mobile app.

Driving mobile engagement is one of Trulia’s main goals for its consumer marketing campaign, Trulia Chief Marketing Officer Kira Wampler told Inman News in March.

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