Zillow approaches uncharted territory

Perspective: New funding raises old questions

Zillow, armed with another $30 million in financing this week, once again has many in the real estate industry wondering where this company is going.

Zillow has said time and again that it has no desire to get into real estate transactions, instead favoring a media model that relies on advertising from real estate brokers and agents and also other home-related industries such as home improvement, telecommunications and insurance, as examples.

The venture-backed company is slowly building what many others have tried at and failed — a portal of aggregated real estate informatio