Can you find the positive spin in this picture?
Trulia announced the launch of an ad network today, a collection of sites on which real estate brokers and others interested in reaching home buyers can place targeted advertising. It’s a first, and an overdue one at that.
Last week, John L. Scott announced that they have purchased a small technology company to accelerate its in-house technology development. The company has also steadfastly withheld its listings from syndication across the Web.
Kudos to both companies for aggressively seizing on two key trends — in Trulia’s case, the flight from print real estate advertising and, for JLS, a movement among brokers to gain greater control of their future, which is increasingly tied to the online opportunity.
Brokers have been feeling around in the dark when it comes to the web for some time now. But these two developments cast some light on the strategic options:
a.) Ride the SEO savvy, traffic, user experience and reach of an online partner like Trulia to extend your brand and engage consumers online at very low cost.
b.) Do what it takes to create these aptitudes internally, leveraging IDX, Web 2.0 apps, and the IT and development efficiencies now available to build your own site into a leading consumer destination in your market or markets.
The best choice? I can’t say. What makes sense for your competitor may not make sense for you. But I can list some of the questions you may consider in getting to a conclusion. I’m missing some for sure: My point is to help you reach a decision that needs to be made.
In consideration of a syndication/online ad network strategy:
In consideration of a destination strategy:
Most brokers remain in a dangerous stasis, floating in suspension amid kinetic innovation. It’s time to move. Look outward or inward, but do press forward.
— Brian Boero
Smart industry takes and creative inspiration.