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Trulia centers $45M multichannel campaign around app downloads

Trulia is launching its first national marketing campaign today that leverages television, online, mobile and radio to drive application downloads during the peak home-buying season. 

The ?Moment of Trulia? campaign puts the company?s app at the forefront of each of the marketing mediums that the brand is using. The direct response-heavy campaign targets women between the ages of 25 ? 44 years old that in the market to buy a home.

?If you think about it, the market in terms of the real estate category has already reached maturation,? said Micky Onvural, senior director of marketing of Trulia, San Francisco.

?Ninety-two percent of people start for the search for a home online now,? she said.

?When you look at the competitive set, it?s diverse and there?s nobody who has won the category yet, especially in the mobile space. People are using multiple search sites, multiple apps, so we think there is an opportunity to real own the mobile space in our category still.?

Trulia is a real estate app that lets consumers search for homes, find real estate agents and figure out their finances. 

TV branding
Trulia has developed three TV spots, the first of which is launching today and is called ?Look.? The ad follows the journey of a couple looking for a home and highlights some of the challenges that home buyers encounter and how the app helps home searchers through the process.

Another ad called ?Twins? shows a couple who is pregnant with twins and considering moving with a larger family. The final spot titled ?Shower? features a couple who is in the middle of walking through an open house and is stressed to make a decision.

A call-to-action at the end of the ad encourages consumers to download the Trulia app. The app is available for free download on iPhone and Android devices.

In addition to TV, the video ads will also run in online and mobile campaigns with Hulu and Scripps Networks.

Trulia has also bought mobile ads on Pandora and iHeartRadio and is also running display ads with third-party publishers.

The mobile media portion of the ads build on tests that Trulia began running in the second half of 2013.

The tests resulted in a 36 percent more cost effective cost-per-install for Trulia against its competitors. In other words, for every $1 that Trulia?s competitors spent on mobile advertising to acquire an app download last year, Trulia spent 64 cents.

The real estate company?s mobile ads also generated a two and a half greater click-through rate than competitors.

Trulia credits this increase to small-scale testing and scaling it slowly. In particular, when Trulia added a national component to its mobile ads, the campaigns became 60 percent more effective than the small-scale targeting.

These results include both search and mobile display ads across various publishers and ad networks. 

The "Moment of Trulia? campaign runs through fall, which is typically when the home buying market begins to wear down.

Getting the word out
The campaign follows a series of app updates that Trulia rolled out several weeks ago.

Trulia?s competitors include Zillow,, Redfin and individual real estate agents? digital presences.

?We have built a really great product experience,? Ms. Onvural said.

?We feel like the product has reached a point where it?s working really well, consumers really love it, and we want to make it more available to more people by telling them about it,? she said.

?We know that mobile has become increasingly important in the home search process. Forty-five percent of people use a mobile or tablet in the home search process, which is actually the same amount of people who go to an open home.?

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York