Google's Real Estate Listings Are Back

Google's Real Estate Listings Are Back It's a credible addition to the evolving listings ecosystem. Google's Real Estate Listings Are Back Google's real estate listings are back — with a twist — after disappearing following an initial test last December.Why it matters: Google handles over 3 billion searches a day in the U.S., and putting listings directly in search results is a big deal – and a credible addition to the evolving listings ecosystem. The functionality is similar to last time: full property detail pages, links to request a tour, contact an agent, and sometimes a map of listings.   And like last time this test is powered by HouseCanary’s ComeHome portal, is live in a limited number of markets, and is only on mobile. The launch markets include Miami, New York, Cleveland, Chicago, Austin, San Francisco, and Los Angeles. It appears the listings are coming directly from national brokerage eXp Realty, and from CRMLS in California, one of the nation’s largest MLSs.   One can only assume that this time around, HouseCanary has secured new, more durable agreements for these listings — including direct-to-broker. The connection with eXp Realty is likely related to the partnership agreement around coming soon listings announced earlier this year. While other brokerages were quick to sign up to Zillow’s Preview Listings program, eXp Realty was the only brokerage to sign a non-exclusive deal across a number of portals, including HouseCanary’s ComeHome (which feeds into Google).   To be clear: the listings on Google are not just eXp Realty's coming soon listings, but all listings. The larger battle over listings has shifted the balance of power between brokerages and portals over the past 18 months. In a major shift, real estate portals (Zillow and Redfin) are now offering agents “leads and financial incentives” for their listings. Google's test keeps the agent at the center of the transaction while connecting them directly to consumers. It also gives brokers greater control over listing distribution, with more options and more visibility.   And don't forget: Google search is conceivably just a short step away from AI integration in Gemini. The bottom line: Going back a few decades, real estate listings were hidden and decentralized; the portals made them visible and centralized. Now – with exclusive inventory, MLSs going national, Google entering the field, and the emergence of AI – we seem to be entering a world where listings are visible but starting to become decentralized or multi-homed; brokerages now have multiple distribution options.   And when agents and brokers can multi-home their listings, distributors begin to compete on value — with power starting to flow back to whoever owns the listing. Smart, data-driven insights — I publish actionable intelligence that is clear, timely, and informs real estate industry leaders. To see more, check out my website, my podcast, or join my mailing list. Contextually yours, Mike Research | Consulting | Podcast | The Hubwww.mikedp.comUnsubscribe