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Online real estate website Zillow announced Monday it was buying rival Trulia in a $3.5 billion stock deal that merges the two main firms in the sector. "Consumers love using Zillow and Trulia to find vital information about homes and connect with the best local real estate professionals," Zillow chief executive Spencer Rascoff said. "This is a tremendous opportunity to combine our resources and achieve even more impressive innovation that will benefit consumers and the real estate industry." The combined company will maintain both the Zillow and Trulia consumer brands, and provide listings for home and apartment sales and rentals.