A Zillow purchase of Trulia would create a dominant search website for U.S. house hunters, reshaping an online industry the companies helped popularize.

Zillow, the largest U.S. real estate website, is seeking to buy No. 2 Trulia for as much as $2 billion in cash and stock, according to people with knowledge of the matter. An agreement may be announced as soon as next week, said one of the people, who asked not to be identified because the information is private. Talks are ongoing and may not lead to a deal.

The companies help buyers and renters find information on homes, generating revenue by selling advertising and charging Realtors to place their listings prominently.

Continue reading at AdAge.com

Source: http://adage.com/article/digital/websites-real-estate-ads-sustain/294323/?utm_source=Digital&utm_medium=feed&utm_campaign=Feed:+AdvertisingAge/Digital

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