Don’t Be Fooled by Zillow’s Recent News

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While companies like Move (NASDAQ: MOVE  ) and HomeAway (NASDAQ: AWAY  ) have fallen steeply with the Nasdaq sell-off, Zillow (NASDAQ: ZG  ) and Trulia (NYSE: TRLA  ) have surprisingly held up well. In particular, Zillow has gained 8% in the last month, while Trulia is up by 6%, all during a period where the Nasdaq fell by more than 5%. The reason for this performance -- more specifically, last Thursday and Friday -- should not be celebrated too enthusiastically.

Different but very similar
Zillow and Trulia are near equals, operating online marketplaces of homes for sale and for rent, and earning the majority of their revenue from Realtors who pay to advertise. Move owns and, offering a service similar to Trulia and Zillow. However, Move also operates a software-as-a-service segment, somewhat separating it from its peers. HomeAway is an online marketplace for vacation getaways, including lodging and vacation planning.

While each company has its differences, all operate in the real estate space and serve as marketplaces. And while Zillow and Trulia have traded higher over the last month, Move and HomeAway have lost 14% and 27% of their valuation, respectively. Granted, Trulia did fall nearly 4% on Friday, meaning its days of trending against the index may be coming to an end.

Zillow, however, has been very resilient, allowing it to trade higher during the widespread sell-off, and it appears this performance really comes down to two specific headlines.

Two headlines, but are either meaningful?
On April 3, Zillow announced a partnership with E-House's Leju to build a platform for its Chinese visitors to search U.S. real estate. Then, the following day, Zillow announced monthly unique user data for March, showing a 17% increase over February. While this news may be good, neither is significant enough to help Zillow maintain its hefty premium in the face of a large correction in momentum stocks.

In regards to the Leju news, investors should note that China's interest in U.S. property is naturally very small relative to purchases made by U.S. citizens. Zillow says Chinese buyers spent $11 billion on U.S. homes in 2012. In comparison, Move's disclosed current U.S. inventory at nearly $350 billion in February with an average turnover rate of 114 days.

In total sales from new home purchases in the U.S., that figure is much higher than the inventory in February. However, this gives you an idea of how small $11 billion in purchases is to the total U.S. market. And since Zillow earns its revenue via Realtors and other real estate professionals, investors must wonder how fundamentally impactful this news will be for the company. While this answer is unknown, $11 billion in real estate sales doesn't look to be a number that will drive significant revenue growth for Zillow.

Then, there's the 17% increase in monthly unique users in March versus February. While this is good news, investors must remember that there were three extra days in March. In percentage form, March had about 10% more days than February. Zillow's 17% increase sounds better than it really is.

Best-performing, but worst value
Zillow's been lucky enough to have catchy headlines at a bad time for dot-com stocks. As a result, it hasn't corrected with the rest of the industry, and now trades at a rather lofty 18 times sales. And while Zillow is growing fast -- analysts expect 49% revenue growth in 2014 -- investors should note that it's not profitable.

In fact, Zillow's operating margin has gone from 4.9% in 2012 to negative 8.4%, despite continuously increasing its charges to real estate professionals. How much longer can Zillow boost its marketing prices and sustain its stock gains in the face of large dot-com declines?

With all things considered, Zillow has performed the best among its peers, but likely has the least upside. For example, Trulia is growing faster -- 72% revenue growth is expected this year -- and it trades at a rather reasonable nine times sales. Like Zillow, the most significant hit at the company is its margin -- negative 12.5% -- and the fact that its operating margins have shown essentially no improvement over the last three years. Still, at nine times sales with faster growth, Trulia likely has more upside than Zillow.

Then, there's HomeAway and Move. In regards to HomeAway, it has very consistent top-line growth of 25%, also trades at nine times sales, but has operating margins of nearly 11%. Move's 12.5% revenue growth may not look impressive, but it sells at just two times sales, is profitable and has improving margins. It's fairly valued, if not undervalued.

Final thoughts
If Zillow were to trade higher from this point forward, investors would have to believe that the upside is minimal. In the meantime, Trulia, Move, and HomeAway are three companies that have performed worse, but look to be far better options.

With that said, considering the widespread losses in momentum stocks, Move and HomeAway look especially attractive following the last month. Specifically, the profitability, balanced growth, large losses, and fair valuation make both stocks appealing once this technology free fall comes to an end.

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Read/Post Comments (6) | Recommend This Article (1)

Comments from our Foolish Readers

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  • Report this Comment On April 06, 2014, at 3:19 PM, Domeyrock wrote:

    I wouldn't hold my breath on Move being a better investment than Zillow. An executive left Move and joined Zillow as he said it's a better opportunity. (Hint hint)

  • Report this Comment On April 06, 2014, at 5:03 PM, bearsnsox wrote:

    finally a FOOL article not pumping Zillow....very rare


    why do people jump ship to?? to make money, bottom line

    please take a look at insider selling versus insider buying at Zillow, its hundreds of millions on the selling side and near 0 on the buying side

    they are printing money and the MOVE executives want a piece of the pie before the whole thing collapses (which this bubble, in my opinion, is ready to burst very soon), the executives, no doubt, negotiated themselves a ton of stock options and will cash in millions and dump it as these small "pump up" investing firms ride the "future earnings" bs and short squeeze the bears...again when big firms have a target of 75 and keep lowering it, when the "S&$^&" hits the fan there wont be anyone to pick these shares up, this thing will crash faster than anything you have ever seen, all the way back down to the 20s where this middle man type of company belongs

  • Report this Comment On April 06, 2014, at 8:04 PM, Domeyrock wrote:

    Insider selling isn't necessarily reflective of a business' growth. If you were concerned with insider selling of Boston Beer for the past few years, you'd have missed out on an 185% gain.

    If you think the only reason for an executive to jump ship at Move to go to Zillow was only money, I encourage you to watch this video interview:

    Move Inc. has been around a long time with little if any growth and or/disruption in the real-estate industry. Zillow is the game-changer.

  • Report this Comment On April 06, 2014, at 8:59 PM, bearsnsox wrote:

    zillow is no where near a game changer, its a fad, selling a dream that they can capitalize on the broker's ad spend....

    the only reason they are still around is they spend way more to keep these brokers than they take in

    its a losing formula, at best they will always be a 1-3% margin company

    they must spend like crazy to keep cold calling these brokers, to keep advertising everywhere or else their subscriptions will tank

    dont you think theres a reason they never publish their churn rate on subscribers?

    also what do you think will happen once the housing market cools down? brokers will go back to word of mouth selling, they arent going to spend money with zillow, who shares zip code leads with other brokers

    the company has its place, but its just not a $90 stock, at the end of this year it will be at $20, their growth across the board is slowing and once the market sees its not a growth company anymore, guess what happens to the P/E ratio? it takes that stock right back down to reality

  • Report this Comment On April 07, 2014, at 8:19 AM, assisgnmeaname wrote:

    I also want to applaud a rare Fool publication that actually doesn't mindlessly steer retail into over-hyped fad stocks. Well done.

  • Report this Comment On May 12, 2015, at 6:55 PM, Stewart1001 wrote:

    As a practicing real estate agent I can tell you Zillow will be at some point be considered the greatest pump and dump of all time. My greatest eye opener to this company and its model was when their own sales representative said to me " Mr. Fournier we understand that we provide inaccurate information but that is exactly why we position you as the expert on real estate issues. You see we give the inaccurate information then you correct thereby giving credibility to being the neighborhood expert". So I get the privilege of paying Zillow to sell me back my own customer because they provide bad information. It's time for us Realtors to pull the Zillow portal. Then see what just the rumor of this does to the stock.

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Brian Nichols

Brian Nichols is the author of "5 Simple Steps to Find the Next Top-Performing Stock: How to Identify Investments that Can Double Quickly for Personal Success (2014)" and "Taking Charge With Value Investing (McGraw-Hill, 2013)". Brian is a value investor, but emphasizes psychology in his analysis. Brian studied psychology in undergrad, and uses his experience to find illogical value in the market. Brian covers technology and consumer goods for Motley Fool. Brian also updates all of his new and current positions in his Motley Fool CAPs page. Follow Brian on Twitter and like his page on Facebook for investment conversations and recent stories.

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