Zillow doesn't see itself as a real estate "vertical." Instead, it regards itself as a media company that creates advertising opportunities around what is arguably the most significant "life events" purchase: buying a home.

In that spirit, the company is developing numerous interesting marketing vehicles aimed at consumers in all phases of home buying (and in the future home remodeling). One critical piece of that equation is getting a home loan or an equity line of credit. Enter the new Zillow Mortgage Marketplace.

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