Citing people with knowledge of the potential deal, Bloomberg reported  Thursday that Zillow may value Trulia at as much as $2 billion, two-thirds of which may be paid in its own stock. While talks are still ongoing, an agreement—if reached—is expected to be announced as early as next week.
Though unconfirmed, the speculation sent shares at both companies up.
If a deal is struck, the combined companies could create a force to be reckoned with in real estate online, an arena that is also occupied by companies like Redfin and Realtor.com (operated by Move, Inc.)
According to Bloomberg's estimates, Trulia's revenue is expected to increase by 76 percent this year to $253 million, while Zillow's annual revenue is forecast to climb 58 percent to $311 million. Both sites have seen shares improve in value as the housing market heads out of its post-recession trough.
Representatives for either company could not immediately be reached for comment.