Zillow Plans to Have 2011 IPO, Change Its Image on Wall Street

Zillow Inc., the second-largest U.S. real-estate listing site by users, plans to go public in 2011 and will begin courting investors next month to boost its valuation, Chief Operating Officer Spencer Rascoff said.

Zillow’s challenge is that real-estate sites like Move Inc.’s Realtor.com, the No. 1, have low valuations, Rascoff said in an interview. Zillow, based in Seattle, plans a series of presentations to persuade investors it should be priced like leaders in other Web markets, including health-care publisher WebMD Health Corp. and restaurant site OpenTable Inc., he said.