Trulia

Challenge /

What is it they say about real estate? Location. Location. Location. Well, the same goes for Trulia. This real estate search site had been in the right place at the right time from the get-go. Started in 2005, they’d built a booming business around bringing greater clarity—and greater transparency—to the intensely murky process of buying or selling a home. And they’d triumphed early at making that process less daunting and less painful for first-timers and old-timers alike. But then Zillow came along and basically ate their lunch—doing essentially the same thing the same way, but better.

And, instead of pausing to pivot, Trulia was stuck.

Solution /

Working with our old pal (and former eBay client) Micky Onvural, my team got busy diagnosing the problem. Not only was the company way too transfixed by the competition—they were basically locked in a feature-by-feature war of mutually assured distraction. No wonder they’d lost their former sense of purpose. In the beginning, everything was about empowering the consumer—giving people access to the information they needed to make an informed decision with confidence and (relative) ease. Why not rekindle that missionary zeal? And organize everything you do, say, and make around it?

Why not indeed?

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