kid and piggybankWI Homes is the consumer facing website of Milwaukee Wisconsin based MLS, Metro MLS. The website is a regional powerhouse for providing consumers with access to search the MLS property search database. In an effort to advertise a differentiation between their website and websites that they call “Zulia and Trillow,” they created these rather humorous radio ads.

The first ad talks about the two biggest events in a couple’s life – when they buy a home and when they have a baby.


In the second ad, they talk about a family buying a home of their dreams to outline how sometimes, when you search on sites like “Zulia or Trillow” the information about the home of your dreams could be way off.

This is not the first time that competitors have gone after syndication websites. ran a campaign last year that still may be running. This entire competitive strategy is rather interesting. Largely speaking, consumers do not know the differences between third party websites and websites powered by MLS. Moreover, with publishers getting direct feeds from the MLS, the differentiation my soon go away.

Since they launched their unique visits have increased by 160%