Google's Search Gold Mine Could Tap Out - BusinessWeek

Google's Search Gold Mine Could Tap Out - BusinessWeek

It's not often that Google (GOOG) waves the white flag, but last month the search advertising giant capitulated in its attempt to enter the real estate search market.

In 2009, Google entered the property category with a specialized search offering. In major markets—including United States, the United Kingdom, and Japan—it used Google Maps as a starting point to place ads for houses and apartments. This feature amazed some and worried others, especially given Google's Street View feature, which enhanced listings by supplying eye-level images of posted properties. The move seemed promising at first blush, but Google turned out to have been late to the party. A number of specialized property websites had already developed powerful search tools to help property buyers.

People searching for places to live have complex purchase criteria and their search parameters quickly become quite specific. Google provided listings enhanced by mapping and images, but little more. Category specialists such as Realtor.com, Trulia, and Zillow in the U.S. and Rightmove in the U.K. made it possible to search real estate inventory, using algorithms to personalize and customize search that were superior to Google's generic, if free, offering—including its location-aware services.

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