Posted by on April 8, 2014 7:39 pm
Categories: Marketing Point of View Technology

According to a post on the Active Rain blog, content that was on will now be migrated to, making the search engines such as Google, Yahoo and Bing now see all of the Active Rain content as being owned by Trulia. It will be an interesting move. Reportedly according to the blog post, outside content will NOT be migrated to Trulia and will remain on its current domain with no changes. This is leaving some in the real estate community wondering the following:

  • What effect this might have on the rankings for this data?
  • What might the migration mean for Trulia’s rankings overall? (They are not doing this for ActiveRain’s benefit…remember that they BOUGHT AR)
  • What might the reaction from the remaining community at AR be…will they no longer see themselves as independant. (Kinda hard to say independent and in the same sentence…but they tried to in the post.)

The SEO folks at Trulia beleive that one domain with the content of AR added into it will be stronger. There was no mention of stronger for whom..Trulia or AR?


8 responses to Trulia Swallows Up ActiveRain Content

  1. Jim Crawford Real Estate Speaker April 8th, 2014 at 7:55 pm

    Very interesting, but unique posts and content are prized possessions in the web traffic business. I would like to see how they make it appear as unique content. I know it can be done, I would like to see how that can pull it off on that scale.


  2. Bill Spear April 8th, 2014 at 8:20 pm

    Eric, I don’t see any disconnect with saying independent in regards to the Trulia/Active Rain relationship. Market Leader and then Trulia have “owned” Active Rain for some months and there’s been no overt imposition on the independence of the AR community. Instead, there’s been increased I.T. resources to improve platform stability, make upgrades, etc.

    I expect this to be a win-win for both Trulia with increase exposure from the tons of blog posts produced on AR, and good for AR if traffic from Trulia is as expected in the long term.

    And any Active Rain member with concern has now (and as we’ve had for years), the capability to export all blog posts and take to another blogging platform if they so desire.

    I’m quite comfortable with the change and expecting good things.


    • Eric Blackwell April 8th, 2014 at 8:28 pm

      I agree that anyone who wants to CAN remove their content from AR. That said, I think that Trulia is relying on the principle of inertia here. How many REALTORS are going to take down the content built the content farm that Trulia bought? A few, but not many.


      • Bill Spear April 9th, 2014 at 10:35 am

        I really don’t think there will be a need to pack up. This morning I got up, logged in, and the integration is done. AR looks and acts the same way it always has. The same people I’ve interacted with for years are still there.

        It’s the new reality that isn’t new. ZTR are players in the industry and they’re not going away. I can like or hate their business models, but if I want to survive in the industry, I better understand their strengths and weaknesses and plan accordingly.


  3. Rich Jacobson April 8th, 2014 at 8:20 pm

    Personally, I think its a WIN-WIN for both AR members and Trulia. As RE bloggers, our primary audience should be consumers. Trulia has scary good consumer traffic on their site. Now all the content of AR bloggers will be exposed to that traffic!…So obviously, there are benefits to both!…


    • Eric Blackwell April 8th, 2014 at 8:26 pm

      I think it remains to be seen whether it is a Win win at all. Since Trulia owns AR, and I opined at the time that Trulia bought themselves a link / content farm, I am of a more cynical view of this move. I think Trulia is acting in Trulia’s best interest and not that of AR at all. We will see though. We will see.


  4. Benjamin Dona April 8th, 2014 at 11:56 pm

    “We will see”

    No truer words indeed Eric!

    I’ve always been a believer in healthy skepticism, especially when you are looking at something for the first time. It’s saved my rear end in way too many instances not to be.

    And, just as a disclaimer upfront, I have no dog in this hunt as I do not participate at Active Rain. Don’t even have a link from them on my profile page, just my name and contact info.

    But I agree with you that it will remain to be seen if it is a win-win for both parties or just a way for Trulia to garner more content for its own sites benefit.

    I never understood why the folks at AR gave their content away so freely to begin with. I get it that some of the folks there don’t have a website or a blog of their own and use the site simply as a way to get their message out and have a presence on the web. But in today’s world, there are many other options available. Costs, time and effort can no longer be used as an overriding factor/excuse IMO, especially when the other options are readily available to everyone and almost limitless in their scope. For example, almost anyone can be taught how to put up a WordPress blog site with very little time, effort or cost. Will it have the same reach as AR, no, not without some effort on their part, but I’ sure you get my drift here.

    Using a site like AR as a supplement to your own web presence makes perfect sense. I do it with my outside blog at REW and a few other select places around the web too. But I definitely am choosy in where and what I post on sites other than my own.

    The last thing I would ever want to do is give away my content (and all the hard work I do to create it) to a site like Trulia (or any other site) that at the end of the day competes with me for my web presence and for potential clients.

    I may not be able to compete with them in terms of the $’s they spend on promotion, but I damn well will compete with them for web presence and the garnering of new clients. And, I definitely would not help them in any way if it means it will make my job any harder than it already is.
    So yes, “we will” just have to “wait and see” how this all shake’s out when everything is said and done. My guess is it will be anything “but” a win-win for the folks at AR. However, that’s just one small fishes guess in the great scheme of things that is the real estate web world.


  5. Miriam Bernstein April 10th, 2014 at 11:58 am

    Let’s see if I understand. Many bloggers contribute content for free on AR and now that content will help Trulia rise in the rankings for many different search terms which will give them numbers to go to agents and charge them to advertise on Trulia. Who is this helping again?


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