Ford's second novel for Kensington Books, "Looking for It", was published in the summer of 2004. Centered around the lives of a group of gay men living in a small upstate New York town, the novel was heralded by Booklist as an "engaging page-turner of lives within lives, an insightful and entertaining read about what we seek, and what answers we find within and without." Like its predecessor, "Looking for It" reached the top of gay bestseller charts and quickly became the hottest gay book of the summer.