Marketing

Trulia not ready to play second fiddle to Zillow

At first investor day, company touts tools for agents, 'transaction-ready' audience

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SAN FRANCISCO -- Trulia would like to flip the script on the narrative that Zillow is the clear leader in the online real estate space. Zillow shares trade at a price that gives the company a market cap of $3.3 billion -- nearly three times Trulia's -- and by at least one measure its website attracts about twice as much traffic. At their first-ever investor and analyst day, Trulia execs portrayed their firm as the bigger producer of consumer "leads" for agents, and the provider of a deeper, full-spectrum agent marketing solution for turning those leads into closed deals. Zillow announced last year that it would eschew offering enterprise-level agent marketing tools like websites and customer relationship management platforms to agents in favor of lighter-weight products. Trulia, on the other hand, doubled down on providing professional-grade marketing tools to agents with its $355 million purchase of real estate marketing and tech giant Market Leader in the fall. Wit...