Google Is Testing New Home Listing Features in Search. Why That Could Be Bad News for Zillow

Core Insights - Google is entering the home listings market, potentially increasing competition for Zillow and other real estate platforms [1][4] - Shares of Zillow Group fell over 10% following the news, indicating market concern about Google's new home ad features [1][2] - Other companies in the home listing sector, such as CoStar and Rocket Companies, also experienced stock declines [2][3] Company Impact - Zillow's stock is down approximately 8% year-to-date, while CoStar has lost about 12% and Rocket Companies has seen a decline of over 60% in 2025 [3] - Goldman Sachs analysts believe that while there may not be an immediate impact on Zillow's business, the long-term risk from Google's new product is significant for real estate portals [3] Market Reaction - The introduction of Google's home ad features has raised concerns among investors, leading to a notable drop in stock prices for Zillow and its competitors [2][4] - Alphabet's shares remained relatively stable despite the market turmoil affecting other companies [2]