copyright trulia, inc. 2012 products training (all 400 of them!!!) ®

Copyright Trulia, Inc. 2012

Products Training (All 400 of them!!!)

®


Our ProductsHow do we connect our consumers to our agents?

Copyright Trulia, Inc. 2012 3

Trulia paid products for agents


Our ProductsFeatures that come with all products


Lead Generation Modules

More Business Benefits

Local Ads

Trulia Insight

Lead Alerts


Lead Generation Modules

Quality Transaction-Ready LeadsInsight

Pre-qualifying questions (after lead is sent on lead capture form)

• How Soon?• Pre-Approved?• Agent?• Selling?

• Saved Searches• Followed homes


All Products: Lead Alerts

Lead Alerts Email Phone Text My LeadsConsumer Submits a Lead

Always Always receive a call & can press 1 to connect to consumer

Only when the agent doesn’t answer the phone

Always

Consumer Calls the Trulia Unique Number

N/A Can be called directed through Trulia Unique Number

N/A Always shows up as Phone Lead – records call

Connect Instantly“Respond within 5 mins, 100x more likely to turn a lead into a client” “Never Lose a Client’s Info Again”

7


Our ProductsTLA Deep Dive


R:


TLA Zip – Where will Quick Connect appear?Property Details Page (PDP)

ZIP


TLA Zip – Where will the Brand Ad appear?Property Details Page (PDP)

ZIP


TLA PlacementsGREAT JOB! You now understand the difference between CITY & ZIP

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TLA Placements

CITY – (Cannot Purchase)

SRP (Rotated in from Lead Preferences)

ZIP PDP – non-featuredMap Off-Market / Recently Sold


TLA Zip – Where else can the ad appear?

Map View

ZIP


TLA Zip – Where else will QC/Ad appear?

Off-Market Properties/Recently Sold (RSP)

ZIP


Quick ConnectHow many agents will appear?

16


How does Quick Connect appear?

17

When does this happen? On claimed pages when the newinventory is not sold

Why? Control lead flow to existing customers. We don’t want to over-deliver leads to Pro customers, only to reduce them later

2 Slots (Claimed) 3 Slots (Unclaimed and SRP)

When does this happen? On unclaimed pages with Pro andnew inventory sold On SRPs with 3 paying agents

Why? To continue to give Pros leads To control lead flow for existing customers Listing agent still receives lead

When does this happen?On claimed pages with new inventory sold

Why?To control lead flow for existing customers

3 Slots (Claimed)


Question:

What are the additional Features of TLA?

Lead Insight Lead Alerts Lead Preferences – Bonus Leads


Our ProductsTMA Review


Slide – Graphic of the green grass and mobile featuresTrulia Mobile


R:


1) Request Info button 3) Brand Ad

• Persistent“Request Info” button on all PDPs

• Button on non-featured listings jumps to QC

• Visible Brand Ad that won’t minimize

• Agents will receive views; number of views will vary

• QC on all non-featured listings

2) Quick Connect


Mobile lead generation

Banner Advertisement

Transaction-Ready Buyers


iPhone & Android Apps, Mobile Web

Quick Connect on All Un-featured Listings Ad on Map & List view Let’s take a look!

Zip Code Targeting

Quick Connect and Ad Placement


Agent info

Call now

Contact info

3 Templates:1. Lead Form

2. Recommendations

3. Listings

Different Lead Forms


Question:

What are the Additional Features of TMA?

1. Lead Insight

2. Lead Alerts

3. Lead Preferences – Bonus Leads


Our ProductsPRO Review


R:


Trulia Pro:


R:Featured Listings and Ad-Free Listings

When we feature your listings, your listings will show up sooner in Trulia search results. Much like Google, your listings will be seen be more people, more often, more effectively. (All Levels)

Ad-Free listings allows you to be the exclusive agent on all your listings. No competing agent will appear on your listings. This allows you to capture more buyers and Double End more deals.


R:Enhanced Lead Form (ELF)

Enhanced Lead Forms will ensure that when a consumer contacts an agent, the agent will receive the consumer’s name, email, phone number, and information regarding their interest or home search. We now require phone numbers on all leads, and scan phone numbers preventing fakes such as : 123-456-7890 or 555-555-5555. (All Levels)


Featured Listings: No QC or Competitor Ads

Featured = Ad-Free


What type of Listing is this? (Featured/Non)

Non-Featured Listings


R:PRO Membership Badge

The PRO Membership Badge is a symbol of credibility. Much like the BBB badge, it shows consumers you are a local expert.9/10 consumers choose a PRO over a non-PRO. (All Levels)

PRO Membership Badge builds your credibility


Trulia paid products for agents

Fundamental Listing

Tools

Lead Generation and Brand Exposure

Only Company Offering

Mobile Ads

Reach Local Sellers, Win

Listings, Build your Brand !


R:


Trulia Seller Ads _ Customer Support Training


Trulia Seller Ad Benefits

Agents can get more listing presentations and win more listings

Sellers get a valuable home estimate report and a way to connect with a local expert

Trulia gets an expanded product offering to match current agent demand

In today’s real estate market, winning listings is a key part of agents’ business plans.


Product Flow


Why do agents want seller leads?


Quality Leads from Motivated Sellers

Leads generated when consumers request a home estimate report

Targets consumers taking the first step in selling their home

Leads include the seller’s contact info, timeframe and property info

“Your Trulia seller lead gives you more context about the seller and property, so your first conversation is more

effective.”


Win a Larger Share of Listings

There are a limited number of listing opportunities in your market – it’s important to stand out!

Trulia Seller Ads specifically targets potential sellers who are most likely not working with an agent

Get more listing presentations to win more listings

“Listings are gold for agents, and Trulia Seller Ads will help you connect with motivated

sellers in your favorite market.”


Be the Most Recognized Seller’s Agent

Be featured in a consumer’s home value report Your brand is seen by serious sellers in their market Agents can establish relationships with consumers early

in their home selling process

“Build relationships with potential sellers early in the process so you are

top-of-mind.”


TSA Key Benefits

Get quality leads from motivated

sellers.

Win a larger share of the

limited listings in your area.

Be the most recognized

seller’s agent in your market.

Quality Leads Win Listings Most Recognized


Packaging, Pricing & Availability


How is Trulia Seller Ads sold & packaged?

Boost Boost 2X Boost 4X

Estimated 1-2 leads per month



• Packages based on estimated number of leads per month (not views)

• Minimum of 4 leads must be purchased as a stand alone!

• Note: In some markets, certain packages may not be available at launch

• Available in 6- & 12-month Prepaid or MI contractsIMPORTANT: The leads are an estimate, not a guarantee

TSA Boosts your Seller Leads!!!


How is TSA priced and discounted?

Pricing Pricing varies by zip code (just like TLA and TMA) In most cases, TSA is priced at a premium to TLA and TMA

Discounting Pre-paid contracts will receive a 10% discount No additional discounts will be offered at launch


SystemsDashboard


TSA in Dashboard


HouseValues Customers

Customers of Market Leader’s HouseValues product are Now eligible for TSA !

On the customer dashboard, you will see a flag/notification in the left overview panel that says “TSA n/a” If an agent has this flag on his/her account, you will not be

able to add TSA to the agent’s cart


Tips for You


What You Need to Know About HouseValues

HouseValues is owned by Market Leader HouseValues customers are ineligible for TSA

Key Differences:

House Values Trulia Seller Ads

Lead Packages:Choose a specific quantity of leads

based on marketSold in packages (S, M, L)

Lead Exclusivity: Exclusive to Subscribing AgentSold Up to 3 Agents; Profile and

badge showcased on Report

Lead Data: More required fieldFewer required fields, no optional

fields


What to Ask, so You can warm transfer!

Do you currently work more with buyers or sellers? If sellers = a great candidate for TSA!

Are you looking to grow your listings business? If yes = a great agent for TSA!

What are you doing now online to meet more sellers in your market? If no real strategy = a great agent for TSA!

What are you doing to build your listings pipeline? If no real strategy = a great agent for TSA!


Q&A


Appendix


Objection Handling

TSA will boost your seller leads by an estimated 8 leads per month. If you want to get in front of more sellers and win more listings, you wouldn’t want to miss out on TSA, would you?

Response

“Why can’t I buy TSA with my current Pro subscription?”

“Why do I have to buy TLA or TMA for TSA?”

TSA is an add-on to our complete advertising package that includes buyer and some seller leads. As an add-on, TSA will boost the number of seller leads you receive every month. You want to connect with more buyers and sellers, right?

I want to take some of my TLA/TMA spend and move it to TSA.

If you scale back your TLA/TMA spend, you’ll miss out on many qualified leads and open up an opportunity for another agent in your area. Let’s target these motivated sellers and get you signed up, shall we?


Objection Handling

“Why can’t I corner my market and be the only agent on the report?”

We want to ensure that every seller has the best possible experience and is always contacted by an agent. Respond immediately so you are the first agent the consumer hears from. Most consumers only interview one agent – respond quickly so YOU are the one they speak with!

“I don’t agree with the estimate in the home estimate report.”

If consumers don’t agree with their estimate, they should contact one of the recommended local agents who can take into account local market conditions and unique home features. Consumers will also have the ability to claim their home on Trulia.com and update the property information directly. This can help to provide a more accurate estimate.

Response


Seller Leads Need to be Nurtured!

Tips you should offer to agents to nurture and convert seller leads:

Use a CRM, like Market Leader Pro Response time is key! Respond immediately Offer to provide a personalized home estimate Be in touch regularly! Add them to drip campaigns, send local

market trends and personalized messages Learn best practices for converting seller leads by attending a

Trulia webinar

Marketing is creating resources for agents to help them understand how to respond to seller leads: handouts, webinars, and more!


House Values vs. TSA House Values Trulia Seller Ads

Lead Commitment: Guaranteed Number of Leads Estimated Number of Leads

Lead Packages:Choose a specific quantity of

leads based on market

Sold in packages of small (2 leads), medium (4 leads) or large

(8 leads)

Lead Exclusivity: Exclusive to Subscribing Agent Sold Up to 3 Agents

Subscription Areas: Zip Code Zip Code

Contract:6-12 months then month-to-

month6-12 months then month-to-

month

Pricing:Price range typically

$25-$30/leadTBD; based on median home

value

Lead Data:

Required fields include resident status, relationship to owner, listing status. Optional fields

include phone number.

Fewer required fields, no optional fields (i.e., no phone number)

Software & Services:

Market Leader Pro CRM, Agent Website, Million Dollar Pipeline (if

20+ leads)

Instant Leads, Lead Insight, Trulia Lead Inbox, Agent App

Sold By: Market Leader Sales TeamTrulia Sales Team on 2/13

followed by Market Leader in Q2

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copyright trulia, inc. 2012 products training (all 400 of them!!!) ®

Documents

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