Blog Post

Trulia Expands, Gets Local

Stay on Top of Enterprise Technology Trends

Get updates impacting your industry from our GigaOm Research Community
Join the Community!

Trulia’s housing search engine will be a year old this week, and the San Francisco-based company is releasing a big batch of upgrades that should make it a worthy player in the real estate market. Until now, Trulia’s claim to fame was being one of the first companies to leverage the Google Maps technology.

Opening access to real estate information is not a solved problem; large blocks of listings are not available online from independent services due to legacy relationships and barriers. However, Trulia is smartly realizing that building a near-comprehensive listing database wouldn’t make it stand out for long (see, for example, Propsmart). So now, the company is amping up its content and proprietary tools, adding analysis and visualization on a neighborhood level. While Trulia doesn’t have the easily explainable quotient of buzz leader Zillow’s instant home value estimates, Trulia’s information should be much more useful to real estate buyers.

Trulia is also doubling its roster of states to 50, with 60 million homes nationwide (Zillow claims 68 million). Starting Monday, the site will offer neighborhood information (e.g. schools and crime data); trends for sales and listing pricing, number of sales, and Trulia search traffic; and heat maps (only available for cities) to visually communicate these dense tables of numbers.

While it’s unclear how valuable it is to designate a neighborhood as hot (for instance, number of sales is ranked on an absolute basis, driving larger neighborhoods higher), this kind of data is going to find a use, from voyeurism to nervous buyer counseling to (perhaps) smarter investments.

Trulia CEO Pete Flint claims his site is driving around 750,000 monthly visitors (apparently growing 60 percent month-over-month for the last four months) to broker and agent sites. He also says his company’s typical user is planning to buy a house within the next 14 months. As for making money… All listings are essentially advertisements, but Trulia attempts to earn its keep by featuring results at the top and bottom of each page from brokers who have signed up as advertisers. Major broker Prudential is already on board as a customer.
While the initial orchestration of individual relationships with agents and brokers is time-intensive, Trulia’s other costs are fairly low. As previously mentioned, the company uses the free Google Maps API, rather than paying for the more detailed birdseye views of Microsoft’s Virtual Earth. (Google reserves the right to place ads on API users’ maps but hasn’t exercised it yet.)

Accel Partners-funded Trulia has been careful to make nice with the real estate industry, so it hasn’t quite figured out its user-generated content strategy yet. Flint says the company won’t commingle for-sale-by-owner listings anytime soon. He was more vague about plans to allow users to get onto the system if they have quibbles with the data or want to add extra information, like what Zillow announced yesterday.

When we visited Google this week, Google Earth manager John Hanke mentioned Trulia as a top outside application of its maps API. He also asserted that if Google could help it, it would try not to one-up outside developers’ mashups by rebuilding them internally. When we related the comments to Flint yesterday, he was not unpleased. :)

13 Responses to “Trulia Expands, Gets Local”

  1. Zillow never has all of the available homes showing. even if they do get that part right they will still show a active-pending listing as active which really causes a lot of anger and frustration with our buyers.

  2. zeeshan76

    There is a huge difference in buying/selling a house and buying other products of lesser value. Majority of real estate sales continue to be dominated by using offline property agents. Since the buyer doesn’t pay anything, they don’t lose out when utilizing a local agent.

    So the real business model of Zillow and Trulia still needs some real brushing up. Simple Ads-model is not scalable to building a large business.

    Zeeshan Idrees
    CEO, ShopaService

  3. Joel Burslem is right, Trulia only paints part of the picture. They don’t have all the listings and serious home shoppers will notice that in seconds. Brokers will never give up all the listings just to be charged for ads on their own content.

  4. Paul Howe

    Doesn’t already provide all the features that Trulia is adding? Also, Movoto has the most complete and current listings — at least in the Bay Area. Zillow and Trulia may be trying to scale nationally as fast as possible but their sites won’t be that useful until they reach Movoto’s depth and quality.

  5. To accurately get a sense of the neighborhood’s real estate activity, Trulia needs to have full access to the regional MLS systems or IDX feeds – which is does not currently have.

    Until it does, these new tools will only paint half the picture…

  6. Manish Lachwani

    Just an FYI, 411Sync has developed a mobile interface to Trulia real estate listings. Users can configure alerts so that they can be notified when newer listings appear or existing listings get modified. Users can get alerted using SMS, IM and Email.

    Users can now search real time listings from their cell phones using SMS, WAP and Email. Users just need to use the search keyword “trulia” and provide the zip code with it. Example: “trulia 95054″ or “trulia 98102″

    From your cell phone, send an SMS to 415-676-8397 or fire up your mobile phone browser and point to “”. You can also try it from your PC by going to As an example, use the search query “trulia 95054″.