G
oogle, in partnership with data broker HouseCanary, has begun testing the placement of home‑listing snippets at the top of search results in select markets. The pilot, which includes basic details, price, photos and a “Request a tour” button, is run through HouseCanary’s IDX platform ComeHome and is licensed nationwide as a full‑service brokerage.

    The initiative was first reported by real‑estate analyst Mike DelPrete. HouseCanary announced the experiment on LinkedIn, emphasizing collaboration with local MLSs. “We’ve notified every MLS in the test regions and maintain ongoing communication,” the post said. “Our goal is to improve consumer discovery while respecting MLS rules and expectations.” The company highlighted its commitment to addressing any concerns promptly.

    This move follows Google’s earlier integration of AI‑generated summaries at the top of search results, which has already altered user behavior. A Pew Research Center study found that users were less likely to click through to other sites, leading to significant traffic declines for major news outlets—some reporting 30‑40% year‑over‑year drops. Analysts now wonder whether similar effects could hit real‑estate portals such as Zillow, Realtor.com, and Homes.com.

    Zillow’s stock fell nearly 9% on December 15, raising alarms about potential revenue losses. However, many analysts view the threat as overstated. Goldman Sachs’ Michael Ng noted that Zillow’s traffic is largely direct (via its own sites and apps) and that the new Google feature is limited to a few markets and mobile browsers, making immediate impact unlikely. Piper Sandler, Oppenheimer, and Wells Fargo echoed this sentiment, describing the concerns as “overblown.” Wells Fargo’s Alec Brondolo suggested the experiment could actually create new revenue opportunities for Google, with portals competing for ad units rather than Google monetizing directly.

    Victor Lund of WAV Group criticized the pilot for potentially violating IDX norms. He argued that IDX was never intended to convert listings into paid media inventory on global ad networks, and that doing so would shift the agreement from a display partnership to an advertising license—something MLSs and brokers have not approved.

    Real Estate News has requested further details from HouseCanary about the experiment’s scope and from Zillow for commentary on the new Google feature.