LyrArc Article Gist
Zillow's acquisition of Trulia is supported by the need to reduce costs and spending on marketing. The combined firms will spend $100 million on marketing in 2014, according to CFO Aggarwal. Aggarwal says antitrust issues are not a concern as Zillow and Trulia only get about 4-5% of the $12 billion real estate agents spend on advertising each year. As the deal wil close by 2015 this gives the two firms time to absorb recent acquisitions by Trulia of Market Leader and Zillow's acquisition of New York city centred StreetEasy and apartment HotPads. Both sites will continue as different brands servicing different parts of the market and reducing spending on technology and marketing.
Zillow's acquisition of Trulia is supported by the need to reduce costs and spending on marketing. The combined firms will spend $100 million on marketing in 2014, according to CFO Aggarwal. Aggarwal says antitrust issues are not a concern as Zillow and Trulia only get about 4-5% of the $12 billion real estate agents spend on advertising each year. As the deal wil close by 2015 this gives the two firms time to absorb recent acquisitions by Trulia of Market Leader and Zillow's acquisition of New York city centred StreetEasy and apartment HotPads. Both sites will continue as different brands servicing different parts of the market and reducing spending on technology and marketing.
