SAN FRANCISCO: Real estate website Trulia has launched a campaign to acquire fans for its Facebook page. The company is increasingly targeting consumers, rather than real estate agents as it had in the past.
As part of a “luxury home getaway contest,” Trulia will give one winning entrant and a friend a weekend in Los Angeles. The 48-hour stay will include flights, a luxury home rental, a $500 gift card, and luxury home tours by Extra producer Michael Corbett, who is a celebrity spokesperson for Trulia.
Consumers must “like” Trulia on Facebook to enter the contest, said Andrew Wilkinson, social media specialist at the company. It is working with OfferPop to ensure that when consumers enter the contest they can mention their entry on Facebook and Twitter. Trulia hopes this will encourage further engagement.
“Our entrants will be promoting our contest for us,” Wilkinson said.
The campaign's goal is to draw 13,000 more fans to the Trulia Facebook page by its June 30 completion. The company now has 41,500 Facebook fans. A winner will be selected on July 2.
“The main focus of this contest for us is fan acquisition,” Wilkinson said. “We have a lot of people who are interested in the celebrity home side of things.”
Trulia is promoting the campaign through posts on Twitter, Facebook, and Google+, mentions in weekly newsletters, a blog post, and ads on Trulia.com and Facebook. Corbett will also promote the campaign on his own social channels.
Trulia does not work with a PR agency and it is managing all communications for the campaign in-house.