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Portal Wars
Google gets in on the action
#118
WELCOME
With Christmas just days away, we have one more set of headlines and hot takes to leave you with before the holiday festivities really begin. We’ll be back next week with our last newsletter of the year—a 2025 wrap-up recapping the biggest themes and trends of the past 12 months and what’s worth watching in 2026.
Until then, happy holidays and safe travels.
Chris Heller, the former CEO of Keller Williams, has a view of the real estate market that’s uniquely shaped by his experience leading one of the largest real estate franchises in the world. In this conversation with David Parnes of Rise Above the Ranks, Chris gets technical about how AI technology and AI Agents can save even less-than-tech-savvy real estate professionals considerable time and effort on everyday tasks. Watch now for practical tool advice you can apply to your own workflows, plus one tech-focused habit agents should adopt now to stay competitive and get ahead.
TRACK THE MARKET: Google wants a piece of the home search action
As reported by HousingWire, Google has quietly stepped into the home search portal space, and the surprising new competitor is raising new questions about how buyers can (and should) discover local listings. Google recently started testing home listings ads that are embedded straight into users’ mobile search results list—fully bypassing traditional portals like Zillow and Homes.com. For now it’s a limited experiment, but the news alone caused Zillow and CoStar’s stock prices to decline.
The details:
Google is displaying full MLS-powered listing cards in mobile search results in cities including Chicago, Denver, and Austin through a paid partnership with ComeHome, a licensed brokerage owned by HouseCanary.
The listings include property details and links to request a tour or contact a buyer’s agent, and are labeled as not being supplied or sponsored by listing agents or brokers.
It’s not Google’s first attempt to display for-sale listings, and previous real estate products were unsuccessful or short-lived. But if it gains traction, it’s likely to pull some buyers away from platforms like Redfin.
DIVE IN
The Friday Five
📖 Failing at follow-ups. A different way to think about the dreaded ‘just checking in’ call.
👀 Aloha Altman. See how much Sam Altman is asking for his eco-friendly Hawaiian compound.
👀 Rustic to riches. These celebrities moved from humble childhood homes to opulent mansions.
💡Market movers. The 10 mid-level markets expected to see the biggest growth in 2026.
💡Rising above rejection. This is the post-rejection pep-talk every agent needs.
WHAT’S NEW FROM ESTATE MEDIA
BTS of the Owning Manhattan S2:E1 Watch Party
Love Netflix’s Owning Manhattan? Can’t wait to see the drama unfold throughout Season 2? Then don’t miss this quick behind-the-scenes look at how the Serhant team and full cast of Owning Manhattan reacted to the Episode 1 premier. Follow Jeffrey St. Arromand live in the viewing space as he interviews your favorite cast members—and get a sneak peak at the moments that surprised everyone in the room.
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TIPS & TAKEAWAYS
Quote of the week
“Success doesn’t come from the offer you write, it comes from the confidence you walk into the room with. Believe bigger, negotiate smarter, and never forget your value.” - James Harris
Remember: in real estate, mindset is half the battle.
HANGS & HAPPENINGS
Inman Connect | New York City, NY | February 3 - 5, 2026
The biggest names in real estate share their secrets to success with our attendees in curated sessions that will equip you with the skills to level up.
Before we go…
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