Google’s home listing tests likely to have limited impact on Zillow, says Wells

Core Viewpoint - A Google Search experiment featuring mobile real estate listings powered by HouseCanary may increase traffic acquisition costs for real estate portals like Zillow, but significant disintermediation is deemed unlikely, akin to Google's hotel metasearch model [1] Group 1: Impact on Zillow - Zillow's limited reliance on organic search and relatively modest marketing expenditure compared to its revenue suggests that any transition from organic to paid traffic will likely have a minor financial impact [1] - Wells Fargo maintains an Equal Weight rating on Zillow shares with a price target of $73 [1]