Property Portal Watch Bangkok Sponsor Trovit operates in four categories within the vertical classifieds business: real estate, cars, jobs and consumer products, but its real business happens around people.
Chief Marketing Officer Carol Murtra (pictured) says the Barcelona-based property aggregator understands the “big reasons” behind every user search for a new home, such as leaving home for the first time, marriage, having kids or divorce.
“Choosing which home you are going to buy or rent suddenly gains a lot of importance, these types of decisions only happen a few times in a lifetime,” Murtra says.
“Trovit’s role is to offer guidance throughout this important search process. All features, apps and services we create are oriented in guiding people through life-changing decisions.”
Trovit was founded in 2006 by three engineers, Iñaki Ecenarro, Raul Puente, and Daniel Giménez with funding from Cabiedes & Partners (€690K).
A product-oriented company, Murtra says Trovit has succeeded in creating a technology that works beyond frontiers.
Last year the business was acquired for $80 million by Japanese real estate listings giant Next Co lead by CEO Takashi Inoue.
Trovit currently has more than 90 million monthly visitors, 140 million ad listings and partnerships with more than 45,000 sites.
“Trovit is currently facing a new phase where the founders are no longer part of the company and over the last few months we have had defined how we are going to make a difference going forward,” Murtra explains.
CEO Mauricio Silber spearheads Trovit's ‘Mobile First’ focus.
“No surprise at all considering around 40 per cent of our traffic is mobile,” Murtra says.
“Life is mobile; our most recent innovations are developing around how to maximize the benefits of mobility, immediacy, and data.
“This results in new features and a more relevant overall user experience.”
Murtra, who says she’s always been interested in companies that want to make a difference, has helped the likes of Nike, IKEA, and LVMH define their digital footprint and build relevant, sustainable brands.
“My passion for digital and tech companies has grown with time,” she relates. “The future is being written as we speak. It can’t get more exciting.”
She adds it is an honor to be part of a team that constantly questions established thinking.
“It is not usual to join a company that after 10 years in the market makes a stop to think and evaluate what is going to happen over the next 10 years,” she enthuses.
“Technology allows us to do anything, but not everything is on-strategy. Defining limits on what to do and what not to do has actually opened new opportunities.
“We are at the door of a new Trovit; where we add the word ‘relevance’ on top of everything we were already working on. And this should make a big difference.”
For the future, Murtra says she’s hoping for higher brand awareness and user engagement along with success guiding people through life-changing decisions.
“This will result in a more sustainable business model that will allow us to reinvest in new technology and new uses for the one we already have.
“I am also looking forward to building closer relationships with our partners where we help them drive their business through better data-based insights, quality leads and smart driven results.
“Our involvement with Property Portal Watch is very natural,” Murtra adds.
“Trovit has never been an active sponsor or advertiser before, but as a key player, the time has come to step into the spotlight.”