The real estate company, Trulia, was acquired by Zillow back in 2014. Since its acquisition, one of it's most well known campaigns was, "The House Is Only Half of It."
Take a look at the witty and comedic campaign to see for yourself!
Overview
According to AdAge, in 2016 Trulia ran it's largest campaign and took the commercial nationwide on the both the small, big, and sometimes curved screens of the almighty TV!
The company was positioning itself as a resource for the surrounding areas of homes for modern buyers, showing that they do more than just sell homes but in fact, they sell the right area to the buyer. Yes, buying the house in only half of it when looking for the right fit and Trulia wanted to remind consumer's that they knew this and could be there to help. What a position of power to be in, right?
The company also wanted to differentiate it's brand from the larger brand Zillow so there was no confusion to the consumer on which service should be used for certain needs. Trulia wanted to remind consumers it could be used for researching information on surrounding schools, parks, dog parks, criminals and more to the house you were looking at to buy.
"Trulia was founded on this mashup idea of real estate and maps and we found that what people love best about it is the way we help you not just understand the house but the area around it," said Alissa Reiter, Trulia's vice president of marketing.
Pro tip: this would be a great website to use as marketing leverage if you ever plan on renting out your property
Duration and Channels of Communication
The campaign consisted of two 30-second clips on TV, and shorter versions were made for posting online and on their social media (a lot of owned media going on here).
Video Feedback
Overall, the videos hit home and have a create call to action. Before you buy this "nice" house, you might want to check out it's surrounding neighborhood. Wonderiing why you are getting such a great deal on that newly built house? The prison is just on the other side of your backyard and the nearest school for your 10-year-old is 8 miles away... NEXT place please!
Plus, the over-dramatized situations that can effect your living as they clearly point out add a bit of humor that is hard to turn away from. Bravo, Trulia!
Creating Your Own Promotional Content?
Remember, if you are going to create content like this, do the research they did. Trulia found that 84% of buyers consider the neighborhood just as important or more than the house itself. Write out an outline before production, edit the material, and kick it off with a strong and resonating slogan or call to action!
Go get 'em!
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