Category: Investment

As I said to when I started the 4realz interviews, I reached out to four players in the real estate technology space and asked them a similar set of 9 questions.   I purposefully picked four people representing four different companies at different stages of development and different types/levels of funding.   First was Marty Frame of CyberHomes, then Alex Chang of Roost, and, today, I’m fortunate to publish this interview with Pete Flint of Trulia.

I first met Pete thanks to an introduction from Paul Rademacher before Trulia had launched (and they were going by the name RealWide!).    Thanks to my experiment with gHomes, I had started up a conversation with Paul and he knew I was looking to get out of  transportation engineering and into the wild world of online real estate.

During this initial conversation with Pete I was immediately impressed because he was doing exactly what I wanted to be doing:  starting up a consumer-oriented real estate search site.   However, he was way ahead of me…   Whereas I was still in idea-mode, Pete had teamed up with a fellow Standford MBA grad, Sami Inkinen, to get the funding and team in place necessary to build a top-notch website.

During that first conversation with Pete, we chatted about all kinds of opportunities in the industry and I developed a tremendous respect for him because I could tell that he “got it.”  I’ve always, always enjoyed my encounters with him since. He’s a true professional and after only a few years in the real estate space, he’s proven that he has all the necessarily executive skills to create a product that has already had an undeniably huge impact on our industry.

Dustin: Can you briefly tell us a little bit about the products and services that your company offers for real estate professionals?

Pete: At Trulia we have a great selection of free and premium tools for real estate professionals to drive more online traffic to their listings and to expand their online audience. With approximately 4 million monthly unique users, Trulia.com is second to Realtor.com as a leading residential sites site for agents to get in front of an active audience of home buyers and sellers.
Free products:
Trulia Voices: Join the Conversation. Answer questions. Engage directly with active home buyers and sellers and share insights. Learn from other real estate professionals. How? Set up your profile for free, upload your picture and contact information, and sign-up for email alerts to find out when consumers ask questions in your area!
Listings submission: Get free exposure to your listings and significant traffic back to your own Web site. How? Build your feed, submit your site to be indexed, work with our listing feed partners or get your brokerage to send a feed to Trulia.
Trulia Tools: Add value. Get free, easy to install maps or charts for your Web site.

Premium products:
Agent Featured Listings: Get around 3x the traffic and exposure for up to 10 listings for $50 a month, email traffic reports and your photos on listings.
Banner Advertising: Buy banners in your neighborhoods or ZIP codes to enhance your personal brand.

Who do you view as your main competition and how do you differentiate yourself?

Other real estate sites that are supported by advertising dollars are our most obvious competition. Ultimately we think there will be a couple of big sites with a comprehensive set of tools that compete for traffic and advertising dollars. Competition is healthy which is spurring innovation that in the end will help both consumers and home buyers and sellers.

At Trulia, we think that to be successful you have to both attract a large audience of consumers by providing useful tools delivered in a great user experience and be a trusted and cost effective marketing partner for the real estate industry.  Our strategy from the start was to do both. Other sites have either alienated the consumers by not delivering a great online experience, or they have alienated the real estate industry by attempting to marginalize their role. Establishing personal relationships on a broker and agent level helps us understand their needs. We are always listening. You’re seeing the big sites wake up now and change their strategies.

Between Move getting $100M, Zillow getting $87M, Redfin at $20M, Trulia at $18M, Terabitz at $10M, and NAR looking to invest approximately $30M through their 2nd Century Fund, there’s a lot of investment money floating around the real estate space at the moment. Do you see this as a good thing for the industry?

The VC and private equity money is a great thing for both consumers and the real estate industry. All these dollars flowing into the industry will ultimately lower the marketing costs for agents and also drive competition for consumers by delivering a great online experience. The online real estate industry is still in its infancy and may seem a little confusing right now, but the combination of capital, advertising dollars and ambition is a powerful combination and will move the industry forward for the better.

That said, I’m a little bit skeptical about the NAR fund, seems like given the current climate and their history of technology investments the NAR members might prefer those dollars to stay in their wallets.

Besides the venture capital money mentioned in the first question, there are also a few big players from related industries who are jumping into the listings game… Such as Fidelity with CyberHomes and HGTV with FrontDoor. Why do you think there are so many companies chasing the listing side of this industry?

Homes for sale are the number one thing that consumers search for in the real estate industry. Hence it’s natural that these companies with some existing real estate assets are moving into this space. They see the innovation and opportunity and are working to catch up. We all know that the online advertising dollars in the real estate industry are significant and so we’re all chasing a piece of that.

I don’t think it is a stretch to say that the big brokerages are only just beginning to use their websites to create a compelling consumer experience that competes with REALTOR.com. Why do you think it has taken the national brokerages so long to complete on this front?

Building a great site is REALLY tough and it is hard for large brokerage to attract the engineering and design talent to do all this effectively. Brokers should be building strong online experiences, but they shouldn’t be distracted from their strengths and core competency— selling homes!

ActiveRain, Trulia, Zolve, Realtor.com and others have created social networks that use real estate professional content in order to better inform consumers and (theoretically) drive more business to these online professionals. Does your company have any plans to either create your own social network or engage in these existing networks? If so, how?

At Trulia, we believe that the real estate transaction is the ultimate social transaction, in that you speak to more people before during and after the process for longer than any other purchase I can think of. As consumers and professionals have become more comfortable with sharing and socializing on the web, it is natural for social networks in the real estate industry to pop-up which take some of the normal offline conversations and activity online. We think that Trulia Voices is the best example out there of a consumer real estate site delivering a compelling user community for consumers and agents. And having an active dialogue with the community helps us understand our users’ unique needs. The Q and A format is just the beginning.

To date, many of the most successful real estate professionals do most of their marketing off-line. If one of these experienced real estate agents wanted to jump-start their online marketing, where would you recommend they begin?

Reading and watching are two of the best things someone new to the scene can do. This will help them understand the culture of social networks and blogs. Then start with the free stuff to learn how the online tools work. Participate in Trulia Voices and other online social sites or blog networks. Make sure you work with sites that are near the top of search results in google, as they will get the most traffic to you. I would hold off on launching your own blog due to the technical complexities and time involved. As you get more comfortable you can decide whether or not a blog is for you, sign-up for premium services, buy advertising on Trulia, Google and others.

Would it be different for an agent who is just starting out in the business? If so, where do you recommend they begin with their online marketing?

I would recommend pretty much just the same, but clearly new agents will have to work harder as they don’t have the existing contacts and reputation. Read and watch first. Then participate.

What do you see as some of the biggest changes coming to online real estate in the next two years?

Social networking will start to deliver an increasing portion of business for agents, it will take time, but these efforts will really pay off as consumers will increasingly use these services.

It is natural there will be some consolidation of the consumer audience and probably 2-4 major large online sites will exist, plus another 2-4 specialized sites serving specific, but large niches and then some large national franchise/broker sites. Competition among these sites will be fierce and innovation will continue to accelerate.

We don’t see the real estate transaction changing that much, but the consumer research and agent marketing will be permanently changed.

Thanks, Pete, for the fascinating interview!