Google just released a mortgage comparison shopping tool in California. Previously the search term would result in a list of indexed publishers offering comparison shopping services. Now search results include Google’s own site.

This is not a free service, as Google is licensed as a mortgage broker in California.

I can’t help but wonder how this will affect other mortgage comparison shopping sites. They now have to compete on a playing field owned by what will be the largest competitor.

It will be interesting to see whether challenge is brought claiming unfair competitive practices. Clearly Google would have a distinct advantage over its competitors if they chose to place their own results higher than those of other  indexed or paid competitors.