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How deep will Zillow jump into mortgages?

Consumers' reluctance to buy loans online a key factor

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The additional $30 million recently scored by online real estate site Zillow.com not only pushed the Seattle startup to the front of the venture-funding pack but it also resurrected a couple of the more famous notions in the residential sector. Will the popular site, known for its real estate estimations, seek to become "the lion over the hill" in the residential arena? Will it try to accumulate all possible listings and match for-sale homes with its individual estimates? How deep will Zillow go with its plans for home improvement data and mortgage programs? It's been more than a decade since Bill Chee, then the president of the National Association of Realtors, described the confusion and competition over listing services as "a few Chihuahuas fighting over a bone, unaware that a hungry lion is coming over the hill." Many observers predicted that the lion would be Microsoft's Boardwalk, while others believed the lion would simply be technology in general. Microsoft, which c...