What is (and isn’t) new with Google Real Estate?

Jul 7, 2009  |  Michael Wurzer

There’s a lot of buzz the last few days over Google’s recent updates to its real estate search.  Here’s a quick run-down of some of the posts that have come through my feed reader:

Google Lat-Long Blog: Improving real estate search on Google Maps

Agent Genius: Real Estate Search – Google to Punk Your Local MLS? Is It Possible?

Real Central VA: Google Assumes It Is A Foregone Conclusion

Property Owl: All Eyes on Google

GigaOm: Why Google is a Fair-Weather Friend

FoREM: Google Gets Serious About Real Estate Search

Bloodhound Blog: Web 2.0 Still Hasn’t Mastered The Real Estate Mantra: Location, Location, Location

Read/Write Web: Google Updates Its Real Estate Search, Should The Competition Be Frightened?

Screenwerk: Google “Real Estate” Not New

VAR Buzz: Google Enters The Real Estate Biz

Undoubtedly there are others I’ve missed as well.  What’s all the fuss about?  As Greg Sterling points out, that Google is displaying real estate listings on maps isn’t new.  Nor is it new that Google is accepting real estate listing into Google Base.  This is where I think posts such as Benn Rosales’ over at Agent Genius are a bit off the mark in suggesting that this could be the end for local MLSs.  Google hasn’t created anything very new or exciting with their latest improvements and sites like HAR.com, HomesDataBase, Yahoo! Real Estate, Zillow, Trulia and many others are already more well-developed with greater listing coverage than Google.  Moreover, Google is getting many of its listings from local MLSs.

(Also of important note here: I do not yet see any connection between Google’s indexing of IDX listings and their maps.google.com/realestate site.  Instead, all the listings appear to be coming from Google Base, which is populated from local MLSs, brokers, agents, and consumers and doesn’t involve IDX at all.)

So what is new?  Well, Google clearly is continuing to be interested in the real estate space as they’ve invested additional development resources into the product.  They also are trying to find a home for real estate by using the URL maps.google.com/realestate.  In fact, if you type the term “real estate” into Google’s search, they’ve created a little promo for their new site.  I also think this development from Google is a sign that they believe they have a robust enough representation of listings to make it worthwhile, and my guess is that they achieved this by working with MLSs and syndication firms like ThreeWide or RealEstateBook or others.  If I haven’t made the point already, my guess is that the majority of listings are coming from MLSs (but I’d love to see some real numbers on the data sources).

A couple of things I find interesting about Google’s implementation:

  • World-Wide Mapping of ListingsIf you zoom way out, you can see the beginnings of world-wide coverage.
  • Plotting All Listings:  Instead of just plotting a hundred or so, Google is plotting all the listings nearly all the time (except when zoomed way out).  This is the same approach we took with our mapping, because it gives users a better perspective on all the results.
  • Potential: Of course, when Google sneezes, the world catches a cold these days.  Accordingly, paying attention to what they’re doing is smart.  The most interesting question is when will Google integrate the listings into organic search results.  In other words, when will they join more firmly the Base listings with indexed listings and how will they resolve the conflicts?  My guess is that they’ll prefer the listings from the higher quality sources, which, in my view, are the local MLSs.

7 Responses to “What is (and isn’t) new with Google Real Estate?”

  1. […] Greg Sterling and Michael Wurzer have pointed out, the “enhancement” made to real estate search on Google is either […]

  2. […] may feel great to read that Google is offering nothing new, and that data points are weak within other listing portals around the net and I’m sure it […]

  3. Google is smart. They always find new ways and ideas on the net.

  4. Michael, as someone who worked with Microsoft HomeAdvisor, during the days when everyone thought Microsoft would take over real estate and put MLSs out of business, I couldn’t agree with you more. I think the Google moves are interesting and worth watching of course, and I am most interested in the “world wide” aspect where MLS listing aggregation does not exist, for all practical purposes outside the U.S But, in the U.S. data is still key and while Google may be an elephant the MLSs are the feeders of the elephant.

  5. […] FBS Blog Conversations about the MLS industry, creating software, and employee ownership. « What is (and isn’t) new with Google Real Estate? […]

  6. Interesting take on what Google is doing Mike. I put up a post on the Roost Blog yesterday http://blog.roost.com/2009/07/08/home-buyers-find-google-real-estate/ and I actually gave you some numbers to look at.

    Now I know my test is a little unscientific but at least it provides a little insight. I also wanted to get a little clarification when you say:

    “If I haven’t made the point already, my guess is that the majority of listings are coming from MLSs…”

    Upon my search of the first 10 pages (100 listings) using San Francisco as the test city only 14% of the listings came from Brokers. And unless things have changed drastically since I left Intero Real Estate over a year ago, the listings are not coming from the MLS directly but through direct feeds from the brokers, 3rd party sites like Obeo, Postlets and CirclePix that are used by agents and foreclosure sites.

    I would love to hear your feedback if you get a chance to read my post.

    Derek Overbey
    Sr. Director of Marketing & Social Media

  7. Derek, thanks for your analysis. I meant to update this post with a link to your post, and just haven’t gotten around to it yet and so I’m glad you did. I know that there are now several MLSs, including Houston (HAR), Boston (MLSPIN), and others, feeding listings to Google. It’s a bit surprising Google hasn’t worked out a deal yet with the Bay area MLSs but I suspect it won’t be long. Overall, the quality of the data is very important and it’s highly unlikely Google or anyone else will get quality coverage without working with MLSs.