SAN FRANCISCO, March 17, 2013 –Trulia (NYSE: TRLA), a leading online marketplace for home buyers, sellers, renters, and real estate professionals, today launched its first national marketing campaign, the “Moment of Trulia”. The campaign is timed to coincide with the beginning of the house hunting season and will run through the fall timeframe.
The $45 million campaign, targeted at women aged 25-44, will appear across TV, radio, outdoor, online and mobile with the goal of engaging serious home buyers and sellers and driving them to download the Trulia mobile app.
“The time is right for Trulia to invest in marketing to expand our reach with serious home buyers and sellers,” said Kira Wampler, Chief Marketing Officer for Trulia. “We have a great product and we know consumers are seeking a trusted brand to help them in their quest for a home.”
The campaign platform, “Moment of Trulia” demonstrates how Trulia's apps and mobile products help consumers get answers to the many questions they have when buying a home. When Trulia turns a moment of confusion into one of clarity, that is a “Moment of Trulia.”
“Most of the advertising in the category sells the dream of finding the perfect home, but life isn’t like that. The process can be daunting and you often have to make trade offs,” added Wampler. “We wanted to take an authentic, real approach to the category and show consumers specifically, how our mobile products solve their real life problems during the home search.”
The media strategy and plan is guided by an analytical, data-driven approach. Extensive tests across the second half of 2013 showed Trulia’s ability to build a cost effective marketing campaign across channels, at national scale. Those tests have informed the 2014 media strategy, which will focus heavily on mobile and direct response, in both online and offline channels.
“Our campaign has two key goals. First, to drive performance, especially in mobile acquisition and second, to build a trusted brand. This is reflected in both our creative and media strategy,” said Micky Onvural, Senior Director of Consumer Marketing, for Trulia. “The creative reflects the reality of the home buying journey and shows how Trulia is the home buyers’ ally from beginning to end. The media strategy reaches the serious home buyer at the right place and the right time.”
The campaign will kick off with “Look”, an ad showing a couple’s journey to find a home – the highs and lows – and how Trulia creates clarity every step of the way. Each moment of clarity is the couple’s “Moment of Trulia.”
The campaign was created by FCB San Francisco with media strategy and planning by Initiative Media.
Trulia (NYSE: TRLA) gives home buyers, sellers and real estate agents all the tools and valuable information they need to be successful in the home search process. Through its innovative mobile and web products, Trulia provides engaged home buyers and sellers essential information about the house, the neighborhood and the process while connecting them with the right agents. For agents, Trulia, together with its Market Leader subsidiary, provides an end-to-end system that enables them to find and serve clients, create lasting relationships and build their business. Founded in 2005, Trulia is headquartered in San Francisco with offices in New York, Denver and Seattle. Trulia and the Trulia marker logo are registered trademarks of Trulia, Inc.