"Google is testing for-sale home listings in mobile search results across multiple U.S. markets, according to BTIG. The tests are appearing in Austin, Cleveland, Miami and San Francisco. The search giant is displaying a listing carousel at the top of mobile results, above traditional paid links. Google is sourcing listings from HouseCanary's ComeHome platform, which operates as a registered broker, BTIG said."
"The listings include three monetization options: book-a-tour, find-an-agent and ask-a-question buttons. These buttons direct users to buyer-side agents who pay for the placement. The current tests mirror similar trials Google conducted in December. Those earlier tests were discontinued within weeks after industry pushback, according to BTIG."
"The real estate industry objected to the December tests on grounds that they violated rules preventing brokers from advertising other brokers' listings. The current test uses the same listing data source and ad formats as the previous trial. BTIG noted Google's reach and ability to place its ad products prominently in search results poses a challenge to Zillow and Homes.com."
"The firm said the test raises questions about where Zillow might fit if Google can directly access and display listings with monetization capabilities. This article was generated with the support of AI and reviewed by an editor."
Google is testing for-sale home listing carousels in mobile search results across Austin, Cleveland, Miami, and San Francisco. The listings appear at the top of results above traditional paid links and are sourced from HouseCanary’s ComeHome platform, which operates as a registered broker. The carousel includes three monetization options: book-a-tour, find-an-agent, and ask-a-question. These buttons direct users to buyer-side agents who pay for placement. The tests resemble earlier December trials that were discontinued after industry pushback. Objections centered on rules restricting brokers from advertising other brokers’ listings. The new test uses the same data source and ad formats, raising concerns for Zillow and Homes.com.
Read at Investing.com Australia
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