Google’s decision to test expanded home listing features directly within its search results is raising broader questions about the future shape of the online real estate industry, particularly for established property portals such as Zillow in the U.S.
The new features, currently being trialled in selected markets and on mobile browsers, display full home advertisements within Google Search.
These listings include property details, options to request inspections, and direct links to contact agents, functionality traditionally associated with dedicated real estate websites.
For the industry, Investopedia reports the move signals Google’s deeper involvement in property search and discovery; rather than acting purely as a referral source, Google is positioning itself closer to the transaction funnel, potentially changing how buyers first engage with listings and agents.
Zillow, which describes itself as the most visited real estate website in the United States, has long relied on a mix of direct traffic through its own platforms and visibility via search.
While analysts at Goldman Sachs said the immediate impact on Zillow is likely to be limited, given the strength of its direct traffic and app usage, they warned that Google’s approach represents a longer-term structural risk for real estate portals.
The concern for the sector is not limited to Zillow.
Other companies operating property listing platforms, including CoStar Group and Rocket Companies, could also face pressure if Google expands the product and encourages consumers to stay within search results rather than clicking through to third-party sites.
If adopted at scale, Google’s model could alter how agents allocate marketing budgets, how portals justify advertising costs, and how visibility is earned online.
It may also increase competition for listing data and agent relationships, areas that have historically underpinned the value of real estate platforms.
At present, Google’s home listing features remain in a testing phase, with no confirmation of a wider rollout.
However, even at this early stage, the trial is being closely watched across the real estate and proptech sectors as a potential indicator of how property search may evolve in the years ahead.
