Trulia launches new push for data accuracy

“Get Fresh” campaign aims to attract more MLSs and brokers

Trulia (TRLA) is launching a new campaign designed to improve the accuracy of its data. Trulia’s “Get Fresh” campaign aims to help brokers secure the most up-to-date listings on Trulia through their multiple listing service, for free.

In an attempt to get MLSs and brokers to push listings directly to Trulia, the site is offering brokers the chance to win $5,000.

All the brokers have to do to gain eligibility for the giveaway is to sign up on Trulia’s site and authorize their MLS to send listings directly to Trulia.

“Fresh, accurate listings on Trulia generate the most brand impressions and leads, helping brokers create broad exposure for their brand to grow their businesses,” Trulia said.

“We are committed to ensuring the accuracy of listings on Trulia, which is why we encourage brokers to work through their MLS to establish a free, direct feed,” said Alon Chaver, Trulia’s vice president of industry services.

“Trulia provides an ideal platform for brokers to accurately display listings in front of a large, transaction-ready audience, driving value for everyone in the real estate ecosystem.”

Since Trulia launched its “Data Connect” program in 2013, more than 12,000 brokers and 100 MLSs have signed agreements with the site to provide direct feeds of listings.

In recent months, Trulia has added some of the largest and most influential MLSs in the country, including My Florida Regional MLS, The MLS/CLAW, the Austin Board of REALTORS, The Arizona Regional Multiple Listing Service, Intermountain MLS, and others.

“Brokers who syndicate through their MLS get more accurate listings, which translate into better business,” said said Greg Manship, Intermountain MLS CEO.

“Some brokers and agents may not realize that when they go through third parties that are not connected to the MLS they are expected to proactively update listings. IMLS wanted to eliminate this hassle, risk and liability, and get the best listing exposure and attribution for its members. Our direct agreement with Trulia accomplished that.”

For buyers, sellers, Realtors, agents and brokers, the accuracy of the data on any online real estate site is paramount. The battle over which site has the most accurate data has been a constant for years.

In July, launched a new advertising campaign of its own designed to hit the big boys where it hurts — the quality of each sites’ listings.

"Accuracy is critically important for serious buyers and sellers, but the Accuracy Matters awareness campaign is about more than just listings data – it's about sound professional advice as well, from Realtors with unparalleled local insights," Steve Berkowitz, chief executive officer for Move, said at the time.

"This commitment leverages both campaigns to help consumers understand the combined advantage of using while working with a Realtor."

According to Move, the site’s “Accuracy Matters” campaign aims to emphasize that “provides the most accurate, up-to-date and comprehensive real estate listings and content available online.”

And with the recent news that Zillow (Z) plans to acquire Trulia, the microscope on the data accuracy has never been larger.

According to the designs of the Trulia/Zillow merger, the two companies will continue to operate separately.

In a release announcing its new “Get Fresh” campaign, Trulia said that is has invested “millions” into developing a robust data processing platform that enables direct-feed updates as often as every 8 minutes.

“Trulia's core business is building state-of-the-art technology that connects real estate agents and brokers with consumers to drive their businesses,” the company said.

“Because it’s not a publisher, Trulia has a number of policies in place that make it an attractive listing data partner for MLSs and brokers. First of all, Trulia doesn’t re-syndicate listings, ensuring they are securely displayed only on the Trulia network. Trulia also does not display automatic valuation machines on for-sale listings, and does not display For-Sale-By-Owner listings on the site.”

The site hopes that the new push for accuracy will only help it in the ongoing battle for online real estate domination. 

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