"Google is displaying a listing carousel across mobile searches for homes in Austin, Cleveland, Miami and San Francisco, similar to tests that appeared in December. The search giant sources listings from HouseCanary's ComeHome platform, a registered broker, and monetizes through book-a-tour, find-an-agent and ask-a-question buttons that direct users to buy-side agents paying for placement."
"The test features sponsored listings at the top of mobile results above traditional paid links. Each listing includes three paid links paid for by brokers. BTIG notes this approach mirrors how Zillow historically monetized listings."
"BTIG warns that Google's reach and ability to prioritize its own ad products in search results poses a risk if the test expands. The firm states the concern grows when considering artificial intelligence-related risk in real estate, noting that if Google can directly access and display listings with monetization, Zillow's role becomes less clear."
"Despite the stock's struggles, InvestingPro analysis suggests the company is undervalued, with a Fair Value significantly above current levels-placing it among opportunities on the platform's Most Undervalued stocks list. For investors seeking deeper insight into Zillow's competitive position, InvestingPro offers 20 additional ProTips, including analysis of the company's strong balance sheet-holding more cash than debt-and its status as a prominent player in the Real Estate Management & Development industry."
Google is testing a mobile search listing carousel for for-sale homes in multiple cities, using listings sourced from HouseCanary’s ComeHome platform. The carousel monetizes through actions such as booking a tour, finding an agent, and asking a question, which route users to buy-side agents paying for placement. Sponsored listings appear at the top of mobile results above traditional paid links, and each listing includes multiple paid links from brokers. The monetization approach resembles Zillow’s historical model. BTIG views the test as a potential competitive threat, especially if Google prioritizes its own ad products and if AI-related capabilities reduce Zillow’s intermediary role. InvestingPro indicates Zillow may be undervalued and highlights a strong balance sheet.
Read at Investing.com Australia
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