I just spent a few minutes taking a look at the home page of both Zillow (my former employer) and Trulia. As a shareholder of Zillow, I’m always curious what their main competitor, Trulia, is doing and how they are publicly positioning themselves.
As you know, Zillow’s entire home page is 100% focused on getting people to search. And I agree with Joel’s recent post on 1000watt that Zillow is consciously moving away from the Zestimate in its branding. One interesting find when comparing the two home pages is that Trulia is moving in the opposite direction — “Estimates” are now highlighted on their home page (I’m not sure when the Estimates upsell was added, but guessing March 15th).
Aside from that, the main difference seems to be that Trulia is highlighting a wide range of features (like crime and school info, useful tips, mobile, an advertisement, and real time real estate stats) on their home page. Yet, in my opinion, everything below the fold is really just noise. I’d be curious what percentage of their home page traffic uses their search call to action versus clicks on anything else. I would bet it’s 70-30? Something tells me they will go to a more minimalistic home page design soon.
Do you think a focus on estimates is the right strategic move for Trulia leading up to their planned IPO? Do you think Trulia is going to backtrack on this branding move toward estimates?