Brand, Product & Content Marketing : Objectives, & KPIs 2014 Key ObjectivesStrategiesResults/Measurements Make Trulia a Household Name Create, test and measure first above the line marketing campaign using TV, radio, outdoor, digital and other media as relevant In collaboration with PR, create Consumer PR plan to achieve coverage in key consumer publications, online and offline Increase unaided brand awareness from 4% to at least 10% Make a measurable impact on unique visitors (forecast TBD) Build out year-long, integrated product marketing efforts that drive engagement Continually improve our consumer understanding and insights to build effective consumer campaigns Drive awareness and adoption of both new and existing products across both web and mobile with integrated product marketing campaigns Insitutionalize consumer insights as part of marketing communications Increase awareness of product features and functionality (forecast TBD) Increase % of visitors that take action on first visit e.g. register, download, etc. Develop and distribute unique and ownable content through Agent to Consumer, social, and partnership channels to drive SEO and traffic Create and execute “tent pole” content campaigns Create and execute “always on” content plans Work cross functionally to enable effective distribution of content through all relevant channels Acquire at least 3,000 SEO links through content distribution and widgets Increase CTR on content by X% (TBD) Achieve at least parity with Zillow on Facebook Fans & Twitter Followers 1 2 3

Brand, Product & Content Marketing : Objectives, & KPIs Q3 Key ObjectivesStrategies & TacticsResults/Measurements Deliver shock & awe marketing programs Build on Sweeps momentum with ‘surprise and delight’ close to promotion Execute Home Free Home Promotion delivering 4M+ UVs Execute Win Rent for a Year Sweeps delivering 4M+ UVs Increase unaided awareness by 3 points (from 5% to 8%) Increase aided awareness by 10 points (from 33% to 43%) Develop and execute always on content marketing program Onboard new Content Creation Agency Develop 100 pieces of new “always on” content across media (including video) Begin to build a presence in YouTube in advance of 2015 home buying season Continue to advance social media as a driver of brand engagement Partner with BD to add new more lifestyle focused Syndication Partners Deliver 2MM incremental monthly UVs by end of quarter Build out year-long, integrated product marketing efforts that to drive engagement Create and execute a Q3 consumer insight plan including brand tracking as well as ad-hoc qualitative and quantitative surveys Continue to iterate on homepage in collaboration with product and increase # homepage clicks Launch Collaboration together with product and PR to drive use Build out Marketing Partnerships program, identify key partners and framework for engagement in Q4 and 2015 Increase engagement on first visit Put in place ‘keys to success’ Identify and onboard new portfolio of creative agencies including content agency, PR agency, brand agency, campaign agencies Continue to build out and develop team Have first successful cross agency summit to plan for Q4 and 2015 by end August Hire Community Manager/Moderator by end August Hire Rentals Marketing Manager by end August

Social & Community Marketing : Objectives, & KPIs Q3 Key ObjectivesStrategies & TacticsResults/Measurements Play bigger than we are and establish a provocative brand voice/content Align social with overall content editorial creation and distribution Deliver 10 – 15 pieces of new “always on” content per week focused on driving consumer engagement Support and inform Home Free Home/Win Rent for a year to deliver big in social buzz and engagement Hire community/engagement manager to deliver against SLAs and support social strategy delivery Increase impressions by (x%) Own a disproportion social share of voice(from 24% to XX%) Community Manager Hired by end of August Build the infrastructure to empower and enable Trulia to scale in social Establish our response and engagement process Establish workflow, processes, and handoffs among Trulia social contributors Author external guidelines social policy, internal SLAs and engagement Create social media measurement dashboard Identify social listening platform Build the infrastructure and operations by Q4 Process, workflow, and tools defined Squash Community spam Partner with Product and Engineering to continue to refine current filters and/or identify other techniques for eradicating spammers Apply Bayesian filter coverage to all Community UGC Roll out updates to streamline moderation process, in preparation of lighter moderation workflow of new community manager Full UGC filter coverage by end of August Decrease in overall spam volume by XX 1 2 3