Google's experimentation with home listings in search results may significantly affect real estate portals such as Zillow and Realtor.com. This initiative involves Google's data partner, HouseCanary, which is testing the display of property details, including prices and images, at the top of search results in select markets. The feature also includes a "Request a tour" button.
HouseCanary, licensed across all 50 states and Washington, D.C., announced this "controlled experiment" via LinkedIn, emphasizing their collaboration with multiple MLSs. The company reported that it is maintaining close communication with these MLSs to address any inquiries during the testing phase.
Real estate analyst Mike DelPrete first highlighted this pilot program, which follows Google's previous integration of AI summaries that reduced web traffic to various media outlets. A study from Pew Research Center indicated that users are increasingly less likely to click on links to other sites due to these changes in search result formats.