Google Enters the Portal Wars

Sometimes a picture is worth a thousand words, and I think this might be one of those times.

Why it matters: Google putting for sale listings directly into search results — even if it's a test — is a big deal.

• The functionality includes full property detail pages, links to request a tour, and contact an agent — you know, the core business model of real estate portals.
   

• This appears to be a test, live in a limited number of markets and only on mobile.

It appears this is a partnership with ComeHome by HouseCanary, and property results are "not supplied or sponsored by listing agents or brokers."

The bottom line: There are a lot of potential implications here, from the incumbent portals to exclusive listings to AI and international, but for now it's all speculation.

• Let's wait and see how this plays out.
   

• If you thought 2025 was interesting, 2026 is shaping up to be a zinger!