Trulia (NYSE: TRLA) and HFF (NYSE:HF) are both financials companies, but which is the better business? We will compare the two businesses based on the strength of their dividends, earnings, analyst recommendations, institutional ownership, valuation, risk and profitabiliy.

Profitability

This table compares Trulia and HFF’s net margins, return on equity and return on assets.

Net Margins Return on Equity Return on Assets
Trulia -35.73% -26.12% -14.78%
HFF 15.40% 40.35% 9.10%

Analyst Ratings

This is a breakdown of recent ratings and target prices for Trulia and HFF, as reported by MarketBeat.com.

Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Trulia 0 0 0 0 N/A
HFF 1 2 1 0 2.00

HFF has a consensus price target of $28.00, indicating a potential downside of 20.77%. Given HFF’s higher possible upside, analysts clearly believe HFF is more favorable than Trulia.

Valuation and Earnings

This table compares Trulia and HFF’s revenue, earnings per share (EPS) and valuation.

Gross Revenue Price/Sales Ratio EBITDA Earnings Per Share Price/Earnings Ratio
Trulia N/A N/A N/A N/A N/A
HFF $523.52 million 2.60 $81.77 million $2.12 16.67

HFF has higher revenue and earnings than Trulia.

Insider & Institutional Ownership

88.1% of HFF shares are held by institutional investors. 5.7% of HFF shares are held by company insiders. Strong institutional ownership is an indication that endowments, large money managers and hedge funds believe a stock will outperform the market over the long term.

Summary

HFF beats Trulia on 8 of the 8 factors compared between the two stocks.

Trulia Company Profile

Trulia, Inc. is a real estate search engine company. The Company’s marketplace, delivered through the web and mobile applications, gives consumers tools to research homes and neighborhoods and enables real estate professionals to market their listings and attract new clients. The Company also offers a suite of free and subscription products that provide real estate professionals with access to transaction-ready consumers and help them to grow and manage their online presence. For the year ended December 31, 2013, the Company had 38.8 million monthly unique visitors. As at December 31, 2013, the Company had more than 437,000 active real estate professionals in its Trulia marketplace and 157,000 active real estate professionals using its Market Leader software and services. Approximately 59,700 of these real estate professionals were paying subscribers (assuming 20% overlap between Trulia subscribers and Marker Leader’s premium subscribers).

HFF Company Profile

HFF, Inc. is a holding company. The Company holds the partnership interests in Holliday Fenoglio Fowler, L.P. and HFF Securities L.P. (together, the Operating Partnerships), held through the subsidiary HFF Partnership Holdings, LLC, and all of the outstanding shares of Holliday GP Corp. (Holliday GP). The Company operates through the commercial real estate financial intermediary segment. It offers debt placement, investment sales, distressed debt and real estate owned advisory services, equity placement, investment banking and advisory services, loan sales and commercial loan servicing. Its fully-integrated national capital markets platform, coupled with its knowledge of the commercial real estate markets provides an range of capital markets services, including Debt placement; Investment sales; Distressed debt and real estate owned advisory services; Equity placement; Investment banking and advisory services; Loan sales; and Commercial loan servicing.

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