Google is opening another route between listings and buyers.
Through HouseCanary and participating MLSs, Google is expanding property listings directly within mobile search, including photos, property details, broker attribution and agent contact options.
There is a clear parallel with automotive, where inventory feeds allow Google to put individual vehicles directly in front of shoppers.
Real estate’s program is different, and participation determines coverage. But the direction matters: buyers may increasingly discover a property and contact its agent without first visiting a traditional portal.
That could change who earns the lead—and what agents need to spend to reach buyers.
AI could fundamentally reshape the business models.
We expect Gemini, ChatGPT, Claude, Muse and emerging AI agents to change far more than the search box. Buyers will increasingly ask these tools to find suitable homes, compare alternatives, evaluate tradeoffs and help arrange the next step.
If these services gain reliable access to listings and media, the consequences could be profound for Zillow, Homes.com, Realtor.com and major brokerages—including Compass, Berkshire Hathaway HomeServices, etc.
Businesses that depend on controlling access to listings or owning the consumer’s starting point may face pressure on traffic, lead revenue and pricing power. The pace remains uncertain. We believe the industry should prepare for a substantial shift.
For agents, the opportunity is to make your listings compelling, accurate and easy to discover wherever buyers choose to search—and to demonstrate the expertise and service you bring beyond access to inventory.
Again, you get the listings. We’ll help you present them beautifully, expand their reach and navigate what comes next.
Thank you for trusting SmartReal.