UPDATE: Citi Initiates Zillow at Buy

Citi is out with its report today on Zillow

, initiating Z at Buy. In its report, Citi writes, "We have rated Zillow Buy/High Risk (1H). Key investment positives include: 1) Zillow faces a very large, fragmented addressable market – total U.S. Real Estate-related Advertising is $20B+ in size; 2) Zillow enjoys an early leadership position in the Online Real Estate segment – with 35MM monthly unique visitors and relatively strong brand awareness; 3) Zillow has a currently very strong growth profile – we estimate 100%+ revenue growth in 2011; 4) Zillow enjoys a very robust organic traffic base – over 70% of Zillow's Web traffic is organic; and 5)Zillow has a differentiated content offering with its Zestimates database." Citi has a $36 PT on Z. Shares of Z closed Friday at $31.38, up 3.74% from Thursday's close.