In a recent conversation I had with Pete Flint he said something very telling. He said, “When what you have to offer has become commoditized, the only thing to do is to commoditize yourself.”

Trulia, with their latest offering, which they’ve playfully dubbed “Trulia in a Box” and more formally known as the Trulia Publishing Platform, is doing just that. It’s allows small to medium-sized media publishers to create their own white-labeled versions of the Trulia site.

You can see a demo of the new service live at forem.trulia.com

The service will be free for all publishers and the company is aiming to entice small newspapers and regional media (as well as bloggers) to create their own Trulia portal. In addition to the demo for FOREM, Trulia is also launching sites for Kiplinger, Village Voice Media and American Towns with this release. Agents can already embed Trulia’s search tools on their sites, albeit without the unified branding.

Much like what Ning is doing around social networks (see Create Your Own Web 2.0 Site with Ning), Trulia is trying to do with real estate search. It’s a fairly obvious progression for the company, as they’ve already started to power other media properties searches (see Tipping Point for Trulia?)

The upside to publishers is that they get a fully functional real estate search engine for no upfront investment. By distributing its platform, Trulia hopes to drive more traffic to its partners listings.

I’ll be curious to see whether Trulia will get folks to bite on their new tool – and whether we’ll soon see a bunch of mini-Trulias springing up all over the web. It’s also interesting to see the company take baby steps away from its portal model. Whether or not it takes off, one thing’s for sure though, the company is not done morphing itself quite yet.

Show Comments Hide Comments

Comments

Sign up for Inman’s Morning Headlines
What you need to know to start your day with all the latest industry developments
By submitting your email address, you agree to receive marketing emails from Inman.
Success!
Thank you for subscribing to Morning Headlines.
Back to top
×
Log in
If you created your account with Google or Facebook
Don't have an account?
Forgot your password?
No Problem

Simply enter the email address you used to create your account and click "Reset Password". You will receive additional instructions via email.

Forgot your username? If so please contact customer support at (510) 658-9252

Password Reset Confirmation

Password Reset Instructions have been sent to

Subscribe to The Weekender
Get the week's leading headlines delivered straight to your inbox.
Top headlines from around the real estate industry. Breaking news as it happens.
15 stories covering tech, special reports, video and opinion.
Unique features from hacker profiles to portal watch and video interviews.
Unique features from hacker profiles to portal watch and video interviews.
It looks like you’re already a Select Member!
To subscribe to exclusive newsletters, visit your email preferences in the account settings.
Up-to-the-minute news and interviews in your inbox, ticket discounts for Inman events and more
1-Step CheckoutPay with a credit card
By continuing, you agree to Inman’s Terms of Use and Privacy Policy.

You will be charged . Your subscription will automatically renew for on . For more details on our payment terms and how to cancel, click here.

Interested in a group subscription?
Finish setting up your subscription