Google has officially entered the real estate market. The company now displays property listings directly in search results through Google Real Estate — a visual block that includes photos, prices, location, and contact information for the realtor at the top of the SERP, even before the blue links.
If you are a realtor, work in a real estate agency, or are involved in digital marketing in the sector, this move redefines how buyers and renters find properties online. And yes, this will come to Brazil.
Also read: AI Overviews and the End of Clicks: The New Era of SEO in 2026
What is Google Real Estate?
Google Real Estate is a new property search format integrated directly into Google. Instead of typing "apartment for rent in São Paulo" and seeing only blue links, users now find a visual block with:
- Real photos of the properties
- Prices and price ranges
- Address or approximate location
- Main features (square footage, bedrooms, parking spaces)
- Direct contact options: call, send a message, or schedule a visit
The goal is simple: reduce the number of clicks between the search and contacting the professional. Google wants to deliver the complete answer right there on the first page.
Technology Behind It
The system uses data from the ComeHome platform, developed by HouseCanary — a company specialized in technology and data intelligence for the North American real estate market. The information is provided by partner realtors and agencies, who feed the platform with their listings.
Is Google Real Estate Already in Brazil?
No. For now, the feature is available only in the United States, and there is no official launch date for Brazil.
However, the Brazilian real estate market should stay alert. Historically, features like this — which start in the U.S. — tend to arrive in Brazil after a period of adaptation, especially when they involve partnerships with local real estate data platforms.
Why Hasn't It Arrived Yet?
The Brazilian real estate market has different characteristics from the North American one:
- Diversity of real estate management systems
- Multiple advertising platforms without standardization
- Distinct business models by region
- Need for technical integration with local CRMs and portals
Any potential expansion will depend on commercial agreements and integration with companies that concentrate real estate data in Brazil.
How Does It Work in Practice?
For Users (Buyers/Renters)
When searching for a property or area on Google, users see a carousel of properties at the top of the results. They can:
- Browse through photos
- See prices and addresses
- Click for more details
- Call the realtor directly
- Schedule a visit in just a few clicks
All without leaving the Google page.
For Realtors or Agencies
- The display of listings in the U.S. is free for those who provide properties on the integrated platform
- When a consumer contacts via Google, there is a charge based on lead generation (a model similar to Google Ads)
- The name of the realtor or agency appears in the listing — Google does not act as an intermediary in the sale
What Changes for Real Estate Portals?
This is the big question. If Google starts displaying complete properties on the first page, many users may stop accessing traditional portals like Zap Imóveis, Viva Real, OLX, and Quinto Andar for their initial search.
But this does not mean the end of portals. What happens is a change in the consumer journey:
- Discovery: tends to migrate increasingly to Google
- Advanced search: portals continue to provide detailed filters, comparisons, price history, financing, and management tools
- Leads and CRM: portals remain a source of qualified leads with specific tools
Google concentrates discovery; portals concentrate depth.
What Should Realtors and Agencies Do Now?
Even without a date for arrival in Brazil, Google Real Estate already indicates the way: those who are prepared when the tool lands here will be ahead.
1. Invest in Real Estate SEO
SEO (search engine optimization) has never been more important for the real estate market. Google prioritizes sites with:
- Original and relevant content
- Structured data (schema.org for properties —
RealEstateListing,Property) - Loading speed
- Optimized mobile version
- Domain authority
Also read: SEO for Clinics: How to Appear on Google — the technical fundamentals of local SEO apply to any niche, including real estate.
2. Keep Your Real Estate Website Updated
An institutional website with cataloged properties, an active blog, and organized information is the foundation for appearing on Google. Well-structured real estate websites have a much higher chance of being indexed and ranked correctly.
3. Invest in Quality Listings
- Professional photos
- Complete and well-written descriptions
- Organized and standardized data
- Always updated contact information
4. Produce Authoritative Content
Google also uses artificial intelligence to generate direct answers in searches. Realtors and agencies that produce quality content — articles, guides, videos — have a better chance of appearing in both traditional searches and AI-generated responses.
5. Reduce Dependence on Portals
Without abandoning portals, start building your own digital presence: website, blog, optimized Google My Business, social media, and your own contact list. Those who rely 100% on portals are more exposed to rule changes and price increases.
And What About Artificial Intelligence?
The launch of Google Real Estate coincides with the expansion of AI use in Google to answer questions directly in search (the so-called AI Overviews or AI summaries).
In practice, this means that:
- Users find more information without leaving Google
- Quality content is rewarded with more visibility
- Structured data becomes even more important
- The barrier to entry increases — generic sites lose ground
For the real estate market, the message is clear: those who do not invest in digital presence, SEO, and quality content will fall behind.
Also read: GEO: How to Be Cited by ChatGPT, Gemini, and Perplexity — the strategy that places your brand in the responses of generative AI.
How Kaizen Agency Can Help
At Kaizen, we already work with real estate SEO, content creation, marketing automation, and AI agents for real estate agencies and realtors.
If you want to prepare for Google Real Estate and ensure your properties appear when the tool arrives in Brazil, we can help with:
- Complete SEO diagnosis of your real estate website
- Creation and optimization of content for organic search
- Implementation of structured data for properties
- Automation of customer service and lead generation with AI agents
- Digital presence strategy to reduce dependence on portals
Want to know more? Contact us and discover how to prepare your business for the next era of property search.
Frequently Asked Questions about Google Real Estate
Is Google Real Estate Already in Brazil?
No. The feature is available only in the United States. There is still no official launch date for Brazil, but experts believe that expansion is a matter of time — it depends on commercial agreements and integration with Brazilian real estate data platforms.
Is Google Becoming a Real Estate Agency?
No. Google does not mediate sales, does not charge commissions, and does not act as a real estate agency. It only displays listings from realtors and agencies that are partners of the ComeHome platform. The realtor remains the point of contact.
How Much Does It Cost to Advertise on Google Real Estate?
In the U.S., displaying the property is free. Charges occur only when a consumer contacts directly through Google (a pay-per-lead model, similar to Google Ads). It is still unknown what the pricing model will be when it arrives in Brazil.
Do I Need a Website to Appear on Google Real Estate?
According to the American model, properties are displayed from the integrated platform (ComeHome/HouseCanary), not directly from websites. However, having a well-structured real estate website, with organized data and impeccable technical SEO is essential for ranking well in traditional searches and being ready when integration arrives in Brazil.
Will Google Real Estate End Portals Like Zap and Viva Real?
Probably not. Portals will remain relevant for advanced searches, comparisons, financing simulations, and CRM tools. What changes is the journey: initial discovery migrates to Google, while portals concentrate on the comparison and decision stage.
How to Prepare My Real Estate Agency for Google Real Estate?
Five immediate actions: (1) invest in technical SEO and content for your website; (2) implement structured data schema.org for properties; (3) maintain professional photos and complete descriptions in all listings; (4) optimize your Google Business Profile (Google My Business); (5) produce authoritative content about the local real estate market.
Summary: What You Need to Know About Google Real Estate
| Question | Answer |
|---|---|
| What is it? | Display of properties directly in Google search results |
| Where is it available? | Only in the United States (no forecast for Brazil) |
| Is it paid? | Free display; lead contact may incur charges |
| Does Google sell properties? | No. It only displays ads from partner realtors |
| Will portals end? | No, but their role changes |
| What to do now? | Invest in SEO, content, own website, and structured data |
