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Trulia rolls out a news feed in its For Sale and Rental app. (Trulia Image)

Trulia, the real estate brand that’s part of Seattle-based Zillow Group, is rolling out a news feed in its app that mimics Facebook’s classic style.

Unlike the Zillow brand’s app, Trulia is betting on this social media-inspired style of casual scrolling as a way to engage users with its content. Trulia is rolling out the feature in its For Sale and Rentals apps on iOS and Android.

Using the app, house hunters can see updates on changes in the price or status of homes they’re following in their feed. The feed also recommends homes based on location.

In addition to personalized recommendations, Trulia’s feed has original content from in-house experts, like articles on real estate data, reports, and analysis.

“We’ve seen a big shift in how people search for homes, with many starting their search on their mobile phones,” Trulia said in a blog post announcing the feed. “House hunters today are often looking up homes as they visit open houses, or powering up our apps to see what’s on the market currently near them when they’re out and about … This makes it all the more important to provide you with a personalized search experience on mobile.”

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