I placed a home for sale by owner on HomeFinder.com ($39/mo) and Zillow (free) simultaneously. I received numerous emails and called right away. I asked the prospective buyers which website was used to find my listing. All used Zillow.
HomeFinder forces sellers to subscribe with a monthly fee that automatically renews. Auto-renewal policies produce revenue from some percentage of users that forget to cancel promptly. It is an inconvenience and a trick used by many online businesses.
After the house sold, I visited HomeFinder.com and found it impossible (after ten minutes of navigating) to find the webpage to cancel the auto-renewal subscription. I checked the confirmation email for a link to the page to unsubscribe, but there was none. I navigated to "contact" and in frustration, emailed a nastygram. The auto-renewal subscription was canceled within minutes via email.
The inconvenient navigation through the website to cancel combined with the unscrupulous nature of the auto-renewal terms are business practices that seem deliberate and thus, not trustworthy. Furthermore, you do not get what you pay for with HomeFinder.com, meaning they cannot compete with the free Zillow service. I was fair and unbiased at the onset of the experiment. I strongly recommend not using HomeFinder.com, instead, use Zillow.
Bottom Line: No, I would not recommend this to a friend