Trulia plans to make someone’s American Dream come true. In a bid to boost awareness of its home search mobile and online site, the company is launching a promotion with $50,000 prize to be used as a down payment on a home. The contest was developed by digital agency HelloWorld.
The promotion was developed by digital firm HelloWorld.
Through its microsite, mobile-optimized site or Facebook page, Trulia’s "$50k Giveaway" offers one winner a $50,000 down payment toward the purchase of a new home. "It's a big step to buy your own home," says Sara Kowal, VP of Innovation, HelloWorld. "Fifty thousand is an attention-grabbing prize that can make a difference.”
To incentivize mobile opt-ins, the campaign offers 10 bonus entries for including a phone number. Then consumers will receive a text message to download the Trulia app on their mobile phones. The app provides users with details and high-res photos on nearby homes for sale, apartments for rent and open houses.
The campaign is designed to increase social media chatter by understanding actual audience behaviors when it comes to real estate. According to the company’s research, 92% of prospective home buyers use the Internet as part of their search. And 40% of the home-buying market is considering a move at any given time.
Even those just browsing don't stick to one platform. "Buying a house is very social. You check out all available resources to find out about neighborhood schools and how much other places cost," says Kowal. "It's really important to build a multi-channel communication."
Earlier this year, Trulia announced it was spending $45 million on its first national advertising and marketing campaign. This campaign -- titled “Moment of Trulia” -- comes from its new creative ad agency Interpublic Group's FCB and sibling shop Initiative. Thus far, Trulia reports this effort has reached a record-setting 50 million unique online visitors in April.
Meanwhile, this winter Trulia introduced completely new versions of iOS and Android apps, and an updated mobile web experience.