People want more from Real Estate (and other) Web sites and they want it in one place, executives from Google, Zillow and Realtor.com said on Friday.

The subtext of the talk – at the National Association of Real Estate Editors' annual conference, in Dallas – appeared to be that Seattle startup Zillow and Realtor.com want to be that one destination for real estate and Google wants to be the one stop for all information.

Consumers "expect to be able to do anything they can do on the web any time on any device," said Justin McCarthy, who manages strategic partner development for Google.

This means having their e-mail, bookmarks and documents available wherever and however they log on, he said.

Jorrit Van der Muelen, vice president of partner relations at Zillow, stressed that users want control and anonymity and, most importantly, have an "insatiable appetite" for comprehensive data.

Zillow started with home values (people have looked at about half the homes in the site's system, according to Van der Muelen) and has moved into providing details about listings, neighborhoods and mortgages, among other things.

Zillow now has about half of home listings, Van der Muelen said. "We have quite a ways to go to get comprehensive coverage."

Errol Samuelson, president of Realtor.com, the most popular real estate Web site in the U.S., said 20 percent of consumers now visit at least seven real estate sites, going different places for information such as listings, blogs and neighborhood profiles.

In the future, people will go to one, two or "maybe three" sites, he said. "Real estate sites are going to have to become incredibly comprehensive."

People also will move to doing a majority of their searching using mobile devices, he said. "There's a revolution that's about to happen here."

Samuelson criticized real estate sites in general, saying: "We focus on the needs of the advertiser over and above the needs of the consumer and that is a losing proposition."

Samuelson and McCarthy said users want transparent, participatory sites.

Consumers want more control, more for free, things to go faster and expect to be part of the process of refining products, either by providing feedback or adding their own content, McCarthy said.

And they want a "pristine" product, he said. "They don't want to see ads that look like content and content that looks like ads."

But McCarthy warned that what seems important now, like video, might just be fads.

"What consumers are telling us is they can be fleeting," he said.