More than 1,000 additional real estate agents could see their listings appear in Google mobile search without paying for placement. On November 4, HouseCanary announced agreements with three brokerages, expanding its Google Listings Program across participating markets.
The new partners are RE/MAX Advantage, Berkshire Hathaway HomeServices Florida Properties Group, and ENRG Realty. Their eligible listings can appear in Google's home-search carousel, giving buyers access to property information and a way to contact listing agents directly.
According to HouseCanary's announcement, Berkshire Hathaway HomeServices Florida Properties Group has more than 700 agents across Tampa Bay and central Florida. ENRG Realty operates in 14 states with nearly 300 agents, while RE/MAX Advantage includes The Ashton Real Estate Group and The Sandoval Team.
The signings follow October agreements with Side, The Keyes Company, and Illustrated Properties. Expansion is also reaching New York City, where RealPlus announced an arrangement with My State MLS on October 29 to offer the program to brokerage clients, with availability planned for later in November.
How the Google Listings Program works
HouseCanary distributes eligible listing data from participating multiple listing services (MLSs) through its ComeHome platform. Brokerages cannot upload properties directly into the program.
Participating MLSs include Arizona Regional MLS, Bright MLS, California Regional MLS, IRES MLS, My State MLS, Permian Basin Board of Realtors, REcolorado, and San Diego MLS. Brokerages must belong to a participating MLS, with authorization requirements varying between opt-in and opt-out arrangements.
In active markets, eligible properties can appear in a Google mobile search carousel showing home details and brokerage attribution. Buyers can open individual property pages to find more information, the listing agent's name, and a contact button.
The program builds on Google's earlier home-search initiative, as The Close covered during its June nationwide expansion. That rollout broadened Google's advertising format, while availability of individual MLS-sourced listings still depends on participating brokerages and markets.
What agents can expect from Google Listings
Google's nationwide rollout of enhanced Local Services Ads in June expanded its property-rich advertising experience. HouseCanary's Google Listings Program makes eligible MLS listings available within that mobile search experience without requiring listing agents to purchase advertising.
Participating agents can receive property exposure and attribution without additional placement fees beyond existing MLS costs. Active residential listings and some pre-market properties qualify, while rentals, commercial properties, and land are generally excluded.
Participation does not guarantee that a listing will appear for a particular search. HouseCanary has not published program-wide inquiry volumes or conversion rates, leaving the channel's lead-generation performance unproven.
The new agreements also arrive during HouseCanary's financial restructuring. The company filed for Chapter 11 bankruptcy protection on September 22 and says court-approved measures have allowed operations and listing distribution to continue during the proceedings.
What agents should check before participating
Agents should first confirm whether their MLS participates and whether their brokerage must authorize distribution. Before promoting Google exposure in listing presentations, they should check property details, pricing, photographs, and listing status for accuracy.
Brokers should also review their rights to distribute listing photos and other materials. The Close recently covered NAR's changes to its MLS copyright policy, which address potential MLS ownership interests in listing content. Those rules are separate from HouseCanary's program and do not replace existing distribution-permission requirements.
Buyer inquiries need a clear follow-up process, too. Brokerage leaders should confirm where contacts are routed, who handles responses, and whether their CRM can identify leads originating from Google. The Close's real estate CRM guide covers organizing contacts and maintaining consistent follow-up.
For participating agents, the opportunity is another place for buyers to discover their listings without additional placement fees. Measuring inquiries, appointments, and resulting transactions will help brokerages determine how much value that visibility brings alongside their existing marketing channels.