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

An apparent Google Search (GOOGL) experiment showing mobile real estate listings powered by HouseCanary could raise traffic acquisition costs for portals like Zillow (Z) (ZG), but meaningful disintermediation appears unlikely, similar to Google’s hotel metasearch model, Wells Fargo analyst Alec Brondolo tells investors in a research note. Given Zillow’s limited reliance on organic search and modest marketing spend relative to revenue, any shift from organic to paid traffic is expected to have only a minor financial impact, the firm says. Wells Fargo has an Equal Weight rating and $73 price target on Zillow shares.