To me, this poses the question of, "will this tarnish Trulia's image?" I clicked through their banner ads a number of times and found:
1 – Auction Site for Property
3 – Mortgage Site Offerings
1 – Selling of home Furnishings

I always commended Trulia on their differentiation from Realtor.com with their explosive popup banner ads for cut rate agents, etc. but feel that they might be heading in the same direction?

I mean, first they sell a premier service to certain companies where their listings (Like Realtor.com) will filter to the top of the search results, and now pop up banner ads? Doesn't this go against the moral fiber that you guys are so often sharing with us, your readers? Doesn't this all boil down to the "Who's got more money to spend for online lead CAPTURE?"

I, as a capitalist, understand the importance of being able to finance the information that you provide… but as you state in your post, Brian, do your advertising partner compliment your overall brand? I guess only time will tell, or if we start to see BuyOwner.com and dancing avatar mortgage rate ads popping up on the side of their site.

Matt Dollinger
@properties

Am I creating an iTunes of real estate – a company that will so control consumer attention that my I will be at their mercy?

We are truly at a fork in the road and it'd be nice (selfishly speaking) if brokerages went towards the JLS path or affiliated with firms/franchisors who've figured it out. It'd give us as an industry a better hand to play go forward.