Description
Zillow Under Fire: Why Google’s Real Estate Experiment Is A Big Deal!
Alphabet’s recent foray into home-for-sale listings has sent tremors through the online real estate space, with Zillow taking the brunt of the market reaction. On December 15, 2025, Zillow shares plummeted 7.8% after it was revealed that Google is testing for-sale home listings in Google Search, in collaboration with HouseCanary’s ComeHome platform. The ads, currently limited to test regions such as Denver, Los Angeles, Houston, and Miami, appear at the top of search results for queries like “homes for sale in Austin,” displaying a carousel of photos, prices, and basic property stats. While this experiment is still limited in scope, the implications are broad and potentially disruptive. For Zillow and peers like CoStar Group (Homes.com) and Rocket (Redfin), Google’s entry could reshape advertising dynamics, divert valuable user traffic, and chip away at long-held market share.
