When brokers ask about the SDMLS Google Integration Pilot, here are the questions they'll raise and how to address them.

DATA & PRIVACY

Q. "Where does our listing data go?"

Your listing data is delivered to HouseCanary via MLS Router — the same SDMLS-approved transfer method already in place. HouseCanary's consumer platform, ComeHome, then surfaces listings on Google Search. Data flows through SDMLS-approved channels only.

Q. "Will Google use our data for AI, Gemini, or other products?"

No. The addendum explicitly prohibits Google from using SDMLS data for machine learning, artificial intelligence, or any derivative works. Photos and media are also specifically protected — Google cannot use them for ML/AI training or in any other Google product or service.

Q. "What types of listings are displayed?"

Only Active, Contingent, Back On Market, and Coming Soon listings (where the agent has elected to publish to the internet). No expired, withdrawn, hold, or canceled listings. Listings where the agent has set "Publish to Internet" to "No" in Paragon are excluded.

Q. "Can Google share our data with third parties?"

No. The agreement explicitly prohibits Google from syndicating, transferring, distributing, sublicensing, or redistributing any SDMLS data to any person or entity.

Q. "Can individual agents opt out?"

Yes. Any listing where the agent sets "Publish to Internet" to "No" in Paragon will not be transmitted to or displayed by Google. SDMLS can also opt out entirely — either party can terminate the addendum with 30 days' written notice, and Google must remove SDMLS data within 7 days after termination.

Q. "Can Google create automated valuations (AVMs) from our data?"

No. The agreement explicitly prohibits Google from creating or developing AVMs from SDMLS data. Google also cannot use the data to rate or rank real estate professionals.

COST & COMMERCIAL MODEL

Q. "What does this cost us?"

Nothing. The Google Integration is provided on a pilot, free-of-charge basis. There are zero fees to listing agents, to brokerages, and to SDMLS. Any incremental fees that would otherwise apply are waived during the Pilot Period.

Q. "Then how does Google make money?"

Google may sell ad space alongside listings through Local Services Ads. Agents who choose to advertise pay a per-lead fee. Neither Google nor ComeHome receive any portion of the home sale commission. Listing display is free regardless of whether anyone advertises.

Q. "Are there ads next to our listings?"

Google may display advertising placements alongside listing content — this is part of the approved Google Integration design. However, your brokers' listings are displayed irrespective of any ad purchase — for free. Agents who choose to advertise do so voluntarily.

AGENT EXPERIENCE & BENEFITS

Q. "What do our agents get out of this?"

Agents' listings appear directly on Google Search with full attribution — name, brokerage, and click-to-contact — at zero cost. Listings receive premium placement with photos and property details. Additionally, every SDMLS subscriber gets free access to the HouseCanary platform during the Pilot Period for their professional use, if SDMLS enables it.

Q. "Can agents advertise on their own listings?"

Agent advertising enhancements are coming soon. The priority today is getting listings live and building the relationship. Enhanced advertising features — including the ability for agents to advertise alongside their own listings — will follow as the partnership scales.

Q. "What is the free HouseCanary platform access?"

If SDMLS enables it, every current SDMLS subscriber receives free access to the HouseCanary platform for internal professional use — property analytics, market data, and client-facing tools. No charge during the Pilot Period.

Q. "How is this different from Zillow or other portals?"

The listing agent pays nothing. Agents who choose to advertise pay a flat per-lead fee — not a percentage of commission. Google and ComeHome take no portion of the home sale commission. Listings get premium placement on Google Search, appearing above traditional portal links.

PILOT TERMS & COMMITMENT

Q. "Is this a permanent commitment?"

No. This is a pilot. Either SDMLS or HouseCanary can terminate the addendum with 30 days' written notice. There is no guarantee the program continues beyond the Pilot Period — it requires mutual agreement to extend.

Q. "What happens to our data if the pilot ends?"

Upon termination, HouseCanary ceases transmitting SDMLS data to Google. Google must remove SDMLS data from its servers and caches within 7 days. SDMLS can request written certification that data has been removed.

Q. "How quickly does listing data update?"

Data refreshes at least every 15 minutes via MLS Router. Updates and removals are reflected through normal web mechanisms.

COMPLIANCE & OVERSIGHT

Q. "Who makes sure Google follows the rules?"

HouseCanary is contractually responsible for ensuring Google's compliance. SDMLS receives monthly reports on active geographic coverage and any compliance issues identified and actions taken. If a violation is identified, HouseCanary must cure it within 10 days or shut off the data feed.

Q. "Does this affect our existing portal agreements?"

No. This is an additional SDMLS-approved use case under the existing IDX Data License Agreement. It does not expand any other usage rights or require changes to existing syndication relationships.

Q. "What about photos — can Google alter or reuse them?"

No. Google cannot alter, edit, crop, or manipulate photos or media. MLS watermarks and copyright notices must be preserved. Photos cannot be used in video representations or for any ML/AI purpose.

Questions not covered here? Contact dataservices@sdmls.com