Real estate listings site Trulia is taking its ads mobile. The site is offering real estate agents a limited number of Zip code-targeted placements in its mobile app and website. The idea is to help local agents reach people when they are checking out neighborhoods and searching for nearby homes for sale on their mobile devices.
"Homebuyers using our mobile app are really at a different stage of the process," said Stephen Rossi, Trulia's director of marketing. "They are more likely to seek out a real estate agent and ask for their help," when they're visiting a neighborhood they might like to call home.
Display ads featuring agents are aimed based on location, appearing when people search for home listings. They can click to call the agent or fill out a form to get in touch directly through the ad, or click to view listings from the agent. For each Zip code, Trulia offers five ad placements, and agents can purchase one or more of those five chunks of impressions on a monthly basis.
According to Rossi, Trulia experiences a surge in mobile search traffic on the weekends, when people have time to visit places where they're looking for homes. "Overall we see 30 to 35 percent of our overall search traffic on mobile during the weekends," he said, noting that during certain hours on weekends "mobile traffic actually exceeds our web traffic."
The ads are priced according to the popularity of each market; the higher the demand, the higher the ad cost, said Rossi. "Areas more in demand are areas where homes are selling quickly or there are a lot of real estate agents," he said. The ads include the agent's photo and contact information.
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Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.
March 19, 2014