The VPL-HW30ES offers a 1.6:1 zoom ratio.
To fill the usual 100" diagonal screen, the front of the projector can be as close as 9.7 feet from the screen, or as far back as 15.7 feet. In both cases, that allows you to place it a little closer, say, than the Optoma HD8300 (more expensive DLP projector), which has a slightly narrower zoom range of 1.5:1.
Overall, the range of the Sony zoom is very typical for zooms in the 1.5:1 to 1.6:1 range. Even projectors with 2:1 zooms, typically can't sit closer to a 100" screen than about 9.5 feet, but can go back to about 20 feet.
The only real downside for the VPL-HW30ES in terms of placement flexibility, is that while the HW30ES is capable of being rear shelf mounted, in many rooms, you won't have the zoom range to place the projector on the back wall. If, however, you have a fairly short back wall, or a pretty large screen for the room, you may yet be able to rear mount.
As a bonus, unlike most other projectors with this much zoom range, the Sony loses a lot less brightness than many, when going from wide-angle (closest to the screen) to tele-photo.