Zillow rolls out social real estate shopping tool

Neighborhood Advice identifies users' Facebook friends connected to specific neighborhoods

Consumers who visit property search and valuation site Zillow will now be able to view which of their Facebook friends either lives in or often checks in to particular neighborhoods.

Today, Zillow announced the launch of Neighborhood Advice on Zillow.com. First, Zillow prompts site users to activate Facebook Connect, a tool that allows Facebook users to log into third-party websites using their Facebook username and password. Many sites use Facebook Connect in lieu of, or in addition to, a traditional registration option.