Google, HouseCanary to Display Home Listing Ads in 50 States

Google’s home listings display is going national.

The search engine is expanding its ability to display home listings directly in its mobile search results to all 50 states, according to a press release from AI-enabled brokerage HouseCanary. The property platform, which receives listing information through Multiple Listing Services, first began testing the feature with Google at the end of 2025.

The companies rolled back the initial test after receiving blowback for how they were using HouseCanary’s brokerage status to access listing data from MLSes without prior consent. Last month, Google and HouseCanary relaunched the test with MLS and brokerage buy-in.

The companies used listing displays from the California Regional Multiple Listing Service, San Diego MLS and My State MLS, a nationwide service, and partnered directly with eXp Realty, which had already announced in April that it would syndicate its pre-MLS listings directly to HouseCanary’s listing website, ComeHome.com.

The nationwide rollout will continue to rely on listings only from participating MLSes, according to the release. Listings by participating brokers will have “prominent attribution” and a click-to-contact button for consumers, at no cost to participating brokers.

“This program gives brokers and agents a simple, easy way to ensure more buyers can discover their listings from the industry’s most validated, comprehensive source: the MLS,” HouseCanary Chief Revenue Officer Chris Rediger said in a statement.

Brokerages in participating MLSes have the option to opt out or opt in to the program, a HouseCanary spokesperson confirmed.

The rollout increases the mounting pressure facing real estate portals like Zillow. At the time of the most recent test, BTIG analyst Jake Fuller wrote in an investor note that Google expanding its listing display program “could amount to a direct challenge to the portal models of Zillow & CoStar’s Homes.com.”

The program’s reliance on MLSes for data also adds a twist to the brokerage and portal’s recent pivot away from relying on MLSes as the exclusive means of sharing data. Earlier this year, a number of brokerages and portals announced partnerships to exclusively display listings before they’re syndicated through the MLS. Compass and Redfin forged an agreement in February, followed by Zillow and a number of brokerages, including Keller Williams and REMAX.

The HouseCanary release states that “brokers and agents must maintain membership in a participating MLS or work with their MLS to establish a direct data feed” to have their listings displayed.

In his note, Fuller noted that Google’s “reach and ability to give its own ad products prime placement in search results” may outweigh the pull of portals like Zillow and Homes.com.

“If [Google] can directly access & display listings w/a means to monetize, it is less clear where [Zillow] might fit in,” he wrote.