Overview
- Google is running a limited mobile test that embeds for-sale listings directly in paid search results in markets including Chicago, Denver and Austin.
- The ad units show property details with options to request a tour or contact a buyer’s agent and include a note that results are not supplied or sponsored by listing agents or brokers.
- The placements are powered by a paid partnership with ComeHome, a HouseCanary subsidiary, with HouseCanary accessing MLS feeds as a licensed brokerage.
- HouseCanary says the effort is a controlled experiment and that MLSs in affected regions were notified in advance and are in ongoing communication.
- MLS consultants and industry analysts warn the approach may conflict with IDX rules and state advertising laws, as portal stocks such as Zillow and CoStar fell on perceived longer-term competitive risk.