Technology

Trulia could add a fourth agent to ‘three-headed monster’ ads

Trulia CEO expects merger deal with Zillow to close in the first half of 2015

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After adding a third agent advertiser slot to the query box on listing detail pages this year, Trulia could conceivably add a fourth in 2015, CEO Pete Flint told investors on the firm's third-quarter earnings call. Flint said that the firm completed the rollout of its third agent ad slot in the third quarter to create more ad inventory. "One of the primary drivers of our subscriber growth in 2014 has been our inventory expansion program," Flint said. "The inventory expansion has enabled us to take advantage of pent-up demand from agents in many of our high-demand ZIP codes across the country over the past year." Trulia and its Market Leader subsidiary ended the third quarter with 77,900 agent subscribers, representing a net increase of 18,200 agents so far in 2014. Agents sometimes refer to the ads for buyer's agents that appear on many Zillow and Trulia listing detail pages as the "three-headed monster," because the pictures and contact information of one to three agent ...