ZipRealty bucks real estate tradition

Is unconventional the new norm?

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While some traditional real estate brokers today said they know zip about ZipRealty, the fledgling brokerage with an unconventional business model, others are watching with interest as the company plans its initial public stock offering.

Larry Knapp, president of Saratoga-Calif.-based Alain Pinel Realtors, said he wishes the company well.

“I think it’s great. They have a little different model. Just like every other business model in the world, things progress,” Knapp said. “I hope they’re successful in going public and achieving their goals.