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Google has taken another leap forward in its move to integrate real estate into its maps service, making it even easier to use Google to search listings. New features include one-click ability to find listings on any Google map, as well as the ability to sort the listings by a variety of criteria.
In many ways, this is ominous news for the industry. Many believe Google’s entrance into real estate is a game changer, setting up the search giant as the first-stop for real estate searches.
In July, when Google introduced the upgraded ability to view real estate listings on Google Maps, it was clearly only the first step in a long-term plan to make real estate an important part of its business. Initial improvements included high-resolution street view imagery and more detailed map data, giving even a casual user a sense of the neighborhood. Now available in the U.S., Australia, New Zealand and India, new updates allow consumers to search for rental units and find more information on local businesses and landmarks.
In many ways, Google’s focus on real estate threatens to supplant existing sites. But Google argues that it comes in peace.
“If you're in the real estate industry and want to provide listings to be seen in Google Maps, it's really easy to get started,” Google offers in its announcement.
Nevertheless, it’s not hard to see the range of issues created by Google’s new role. Google collects listings by crawling sites, in addition to direct uploads from brokers, meaning a broker’s listings will pop up on Google without prior authorization. Many of the issues created by current Web-crawling portals would only be magnified by a player the size of Google.
If a listing doesn’t appear correctly or a listing is linked to another Website, it’s up to the broker to track down the problem. If a listing is provided by more than one source, Google’s software decides who will be ranked first.
In a sense, Google is blackmailing brokers. They have two choices—they can opt out of the search and request their listings be removed, or they can upload their listings to Google. “By uploading your listings to Google, you can ensure that potential buyers will be able to find your properties right when they're most actively looking for them,” Google’s FAQ assures brokers.
Although it’s trying to establish itself as a first stop for consumers searching for listings, Google says it’s not a MLS or a broker. “Our role is to connect users as quickly as possible with the information they need,” Google says in a note to brokers and agents. “People come to us looking for all kinds of information, including housing listings, comparable pricing, and how to find an agent or broker in their area. In all cases, we want to deliver these users to the industry experts who can provide the most useful answers.”
Google’s full FAQ can be found here.
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