Technology

Zillow gets book buzz, realtor.com sees boost in traffic

Errol Samuelson spotted roaming the hallways at Real Estate Connect NYC

Real estate is not about location, location, location, but about future location, future location, future location. That's one of the many real estate insights Zillow CEO Spencer Rascoff and Zillow Chief Economist Stan Humphries offer up in their 288-page book, "Zillow Talk," which came out Jan. 27. With the book, its play to facilitate housing policy discussions and its massive consumer ad campaign, Zillow is making a big push to make its name synonymous with "real estate" for consumers. Winning consumers' attention will be a key focus of the upcoming portal race between Zillow and realtor.com's new owner News Corp., especially when Zillow completes its acquisition of Trulia. Zillow has agreed not to finalize the merger before Feb. 15, unless regulators wrap up their review before then. Rascoff and Humphries' book tour has generated great publicity for the company, and so has the book itself, which Zillow says is a New York Times best-seller. Humphries and Rascof...