Trulia's announcement highlighted anticipated wins:
2) Improved agent responsiveness, the better to enhance "consumer delight"
Once merged, the combined company will be headquartered in San Francisco, CA. Market Leader offices in Kirkland, WA continuing to be innovation and sales hubs for SaaS-based CRM and will operate as a wholly-owned subsidiary of Trulia. Tulia's shares dropped 7.75% during trading throughout the hours following the announcement, while shares in Market Leader rose 12.8%.
Meanwhile - there will be more competition at home in Seattle.
Zillow is expected to spend $10 - 15 million more than anticipated on advertising in coming months and is rated a buy by both RBC Capital Markets analyst Mark Mahaney who described the advertising budget as an "offensive — not a defensive — move", and by Canaccord Genuity analyst Michael Graham: "Zillow's game plan is working as consumers and real estate professionals increasingly shift behavior online and consolidate on a small group of platforms, of which Zillow is the leader."