Technology

Consumers will decide who is king of the online real estate mountain

Zillow CEO: Portal with the biggest, most engaged audience wins

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NEW YORK -- When Zillow closes its acquisition of Trulia, which Wall Street expects to happen any day now, the megaportal will square off with realtor.com operator Move Inc., which will be determined to unseat the king of the online real estate mountain. Both Zillow and Trulia already get more visits than realtor.com. Whoever attracts the largest, most engaged audience wins. "That’s the battleground on which this war will be fought," Zillow CEO Spencer Rascoff  told me in a sit-down interview at Real Estate Connect New York City. Some other stuff Rascoff told me: Zillow-Trulia integration: Rascoff talked a little about unifying Zillow and Trulia. There will be one back end, with a shared listings database. The way Rascoff phrased it was that Zillow and Trulia will look like one company to the industry, but two brands to the consumer. He also said that Zillow's MLS contracts typically allow it to share listings with sites it owns, which will include Trulia. He didn't a...