Want more clients to find you online? Realtors can use Google Business Profile (GBP) to boost visibility and attract local leads. Here’s a quick breakdown of the 7 steps to optimize your GBP:
- Verify and Set Up Your Profile: Claim your business, verify it, and ensure all details are accurate.
- Add Accurate Business Info: Keep your name, address, and phone number (NAP) consistent across platforms.
- Write a Compelling Description: Use local keywords to highlight your expertise and service areas.
- Add Photos and Videos: Use high-quality visuals like property photos, team headshots, and virtual tours.
- Post Updates Regularly: Share new listings, market trends, or open house announcements.
- Manage Reviews: Encourage reviews, respond to them promptly, and handle negative feedback professionally.
- Track Performance: Use GBP analytics to monitor clicks, calls, and engagement, then refine your strategy.
Why This Matters:
- 46% of Google searches are local.
- 87% of consumers check GBP listings before choosing a business.
- Realtors without an optimized GBP risk losing leads to competitors.
Start optimizing your profile today to rank higher in local searches and connect with motivated buyers and sellers.
Realtor Google Business Profile Setup/Optimization for Higher Ranking
Step 1: Set Up and Verify Your Profile
Getting your Google Business Profile (GBP) up and running is key to building trust and improving your visibility in local search results.
Create or Claim Your Profile
Head to business.google.com and click "Manage Now." Log in using a Google account associated with your real estate business.
- Use the exact business name as it appears on your website.
- Choose "Real Estate Agent" as your business category.
- Provide consistent contact information across all platforms.
- Specify your service areas clearly.
For your address, you can use your brokerage’s address with your suite number or your home address (which will be hidden after verification). Make sure to define your service areas accurately.
If you find an unclaimed profile for your business, click "Own this business?" to claim it.
Complete Profile Verification
Verification is essential to unlock all the features of your GBP. Google offers several ways to verify your profile:
| Method | Timeline | Notes |
|---|---|---|
| Postcard by Mail | Up to 14 days | Avoid editing business info during this period. |
| Phone/SMS | Instant to 5 days | Works only if you have a business-specific phone line. |
| Up to 5 days | Available for select businesses only. | |
| Video Recording | Up to 5 days | Requires showing your business interior/exterior. |
| Live Video Call | Scheduled time | Must display your business location during the call. |
Tips for Smooth Verification:
- Avoid changing your business name, address, or category while waiting for verification.
- If using postcard verification, wait the full 14 days before requesting another postcard.
- If one method doesn’t work, try another option.
Once verified, your profile will appear on Google Maps and Search within a few weeks.
"A verified GBP lets you respond to reviews, post updates, and maintain accurate business information – all crucial elements for real estate lead generation".
Step 2: Add Basic Business Details
Keep Contact Info Consistent
Your NAP (Name, Address, Phone Number) needs to be the same across all online platforms. If there are inconsistencies, it could hurt your local search rankings.
Here are some key NAP tips:
- Use the exact same business name everywhere.
- Spell out address details (e.g., write "Suite" instead of "STE").
- Include suite or unit numbers when applicable.
- Stick to one primary phone number for all listings.
"If you have inconsistent NAP information across the internet, search engines may not be able to trust your information, and as a result, it may be more difficult for your business to show up in search results for locally focused queries".
After ensuring your NAP is consistent, focus on defining the areas you serve to boost local search visibility.
Define Your Service Areas
Your Google Business Profile lets you list up to 20 service areas, which play a role in determining where your profile appears in local search results.
| Service Area Component | Guidelines | Limitations |
|---|---|---|
| Geographic Reach | Stay within a 2-hour driving radius | Maximum of 20 areas |
| Area Types | Include cities, ZIP codes, or regions | Only list areas you actively serve |
| Coverage | Multiple locations can be listed | Radius-based areas not allowed |
Tips for Setting Service Areas:
- Add specific ZIP codes for precision.
- Limit entries to areas you currently serve.
- Update your list as your business grows.
- Remove any locations you no longer cover.
Once your service areas are set, make sure your business hours are accurate.
Set Business Hours
Accurate business hours help customers know when you’re available and reflect professionalism. Google allows you to set both regular hours and special hours for holidays or events.
How to Set Hours:
- Log into your profile → Click ‘Edit profile’ → Select ‘Hours’ → Enter daily hours and add exceptions for specific dates.
- Use "by appointment" if applicable.
- Plan ahead by scheduling holiday hours for up to a year.
Pro Tip: Review and update your hours regularly to reflect any changes, including seasonal adjustments or special events.
Step 3: Write Your Business Description
Select Targeted Local Keywords
Using local keywords is a smart way to improve your visibility. Did you know that 46% of all Google searches are focused on local intent?
Incorporate location-specific terms like:
- "[City] real estate agent"
- "Homes for sale in [Neighborhood]"
- "[Area] luxury properties"
To find the best keywords, try these tools:
- Google Keyword Planner (requires a Google Ads account)
- Google Trends
- Ubersuggest
- Analyze your competitors’ profiles
"Keywords are the foundation of your SEO strategy. They’re the search terms your prospective clients type into search engines to find what they need. By targeting the right keywords, you can connect with people actively looking for real estate services in your area." – Sierra Interactive
Once you’ve gathered your keywords, use them to craft a description that clearly explains your expertise and the areas you cover.
Write Your Description
Create a concise, keyword-focused description that showcases your services. Make sure to weave in your keywords naturally for a more engaging and informative profile.
| Description Element | What to Include | Example |
|---|---|---|
| Core Services | Your main specialties in real estate | Residential sales, luxury homes, investment properties |
| Target Areas | The neighborhoods or regions you cover | Downtown Seattle, Bellevue, Eastside communities |
| Unique Value | What makes you stand out | 15+ years of local market expertise, certified luxury home specialist |
| Credentials | Certifications and awards | CRS, ABR designations, Top Producer 2024 |
Tips for Writing Your Description:
- Start with your specialty and emphasize your local market knowledge.
- Mention specific neighborhoods or market segments where you excel.
-
Back up your expertise with proof points like:
- Years of experience in the industry
- Number of successful transactions
- Professional certifications
- Awards or recognitions
- Keep the tone clear and conversational.
- Conclude with a strong call to action.
A well-crafted description not only boosts your local SEO but also enhances your profile and attracts quality leads. With 97% of homeowners using the internet to search for homes, showcasing your local expertise is more important than ever.
Step 4: Add Photos and Videos
Once you’ve polished your profile details, it’s time to focus on visuals. High-quality photos and videos can make a big difference. For example, professional photos can boost sales by 32% and add up to $11,000 in listing value. Meanwhile, videos can increase the chances of your listing being noticed by 73%.
Key Visual Content to Include
Here are the must-have types of visual content for your Google Business Profile:
| Content Type | Description | Best Practices |
|---|---|---|
| Profile Photos | Team and professional headshots | Use professional attire and settings |
| Office Photos | Shots of your office interior/exterior | Highlight clear signage and a welcoming vibe |
| Property Photos | Photos of current and past listings | Show exterior angles, key rooms, and outdoor spaces |
| Virtual Tours | 360-degree property views | Provide immersive, interactive walkthroughs |
| Video Content | Property tours and agent intros | Keep videos under 30 seconds and professional |
When taking property photos, focus on these areas:
- Exterior shots from multiple angles
- Kitchens
- Master bedrooms and bathrooms
- Living spaces to showcase lifestyle appeal
- Outdoor areas like pools, patios, or decks
"Businesses with photos are more likely to receive requests for driving directions to their location, as well as clicks through to their websites, than businesses that don’t have photos." – Google
Tips for High-Quality Images and Videos
To ensure your visuals meet professional standards and Google’s guidelines, follow these tips:
Photo Requirements:
- Format: JPEG or PNG
- Size: Between 10 KB and 5 MB
- Resolution: Around 720 x 720 pixels
- Lighting: Use bright, even lighting
- Filters: Keep it natural – avoid heavy edits
Video Requirements:
- Duration: 30 seconds or less
- Resolution: 720p or higher
- File Size: Up to 75 MB
- Quality: Stable footage with clear audio
Did you know? Studies show 86% of buyers rank online photos as the most important feature when searching for properties.
Here’s a great example: IMOTO, a real estate photography company, found in a 2014 study of 350 listings that homes with professional photos sold 50% faster and closer to their asking price compared to similar homes without professional visuals.
You can also showcase your local expertise by creating:
- Videos highlighting neighborhoods
- Footage from community events
- Aerial drone views of properties
- Market updates
- Virtual property tours
These additions can help your profile stand out and connect with potential buyers on a deeper level.
Step 5: Create Google Posts
Google Posts give your business a chance to highlight updates and listings directly on your Business Profile. These posts show up alongside your business information in Google Search, making them a great way to catch the attention of potential clients.
Real Estate Post Ideas
Here are some ideas to make your posts stand out and connect with your audience:
| Post Type | Content Ideas | Best Practices |
|---|---|---|
| Property Updates | New listings, price changes, sold properties | Use high-quality photos and emphasize the most appealing features of the property. |
| Open Houses | Upcoming viewing dates and times | Include the address, available time slots, and virtual tour links if applicable. |
| Market Insights | Local real estate trends and stats | Share up-to-date data and actionable advice for buyers and sellers. |
| Client Success | Closed deals and testimonials | Get client permission and include property photos to make the story more personal. |
| Educational Content | Tips for buying/selling and mortgage advice | Answer common questions and address challenges your audience faces. |
| Agency News | Team updates, awards, and milestones | Showcase achievements that enhance your agency’s reputation. |
Direction.com reported $804M in revenue in 2023, thanks to optimized Google Posts.
Post Schedule Tips
To reach the most people and increase engagement:
- Post during weekdays, ideally between 10 a.m. and 12 p.m..
- Focus on Thursdays and Fridays – or Mondays and Tuesdays.
- Aim to post at least three times a week.
Posting Guidelines:
- Use images sized at 720×720 pixels for the best display.
- Naturally include relevant keywords to boost visibility.
- Add a clear call-to-action to guide potential clients.
- Refresh your content before it expires (posts last seven days).
Did you know? Businesses with an active Google Business Profile are 70% more likely to attract local visitors. Plus, 77% of real estate agents already use social media to grow their business, according to AgentFire‘s 2025 report. By addressing your audience’s needs through thoughtful posts, you’ll stand out in a competitive market.
Use these strategies to engage your local audience effectively. Next, get ready to tackle managing customer reviews in the following step.
Step 6: Handle Customer Reviews
Customer reviews play a big role in boosting your visibility and trustworthiness. In fact, 96% of US consumers read local business reviews, and 79% spend most of their time on Google reviews.
Get More Reviews
Encourage clients to leave reviews by making the process simple and timely. A well-thought-out review strategy can increase submissions by 12% and even improve your average rating by 0.12 stars.
Here’s how you can ask for reviews effectively:
| Timing | Method | Best Practice |
|---|---|---|
| Right After Showing | In-Person Request | Ask for immediate feedback about their property viewing experience |
| Post-Transaction | Email Template | Send a personalized email with a direct link to leave a Google review |
| 2-4 Weeks After Closing | Follow-up Call | Check in on their move-in experience and politely ask for a review |
"The best time to ask for a real estate agent review is right after the appointment." – Promodo
Additional tips to maximize reviews:
- Add your Google review link to email signatures and follow-up messages.
- Provide a simple review template to guide clients in writing their feedback.
- Send a polite reminder if they don’t respond to your first request.
- Show appreciation in advance for their time and effort.
Reply to All Reviews
Collecting reviews is only half the job – responding to them is just as important. Businesses that reply to reviews are seen as 1.7 times more trustworthy than those that don’t.
How to Respond to Positive Reviews:
- Reply within 24 hours.
- Personally thank the client.
- Mention specific details about their experience with you.
- Encourage them to refer friends and family.
How to Handle Negative Reviews:
- Respond quickly (within 24 hours).
- Acknowledge their feedback and thank them for sharing it.
- Apologize for their negative experience.
- Offer direct contact information to take the conversation offline.
- Stay professional and focus on resolving the issue.
Did you know? 33% of customers who receive a response to their negative review later post a positive one, and 34% delete their original negative review.
"Responding to reviews – positive and negative alike – shows you’re an engaged business owner who cares not only about your business, but about your customers, too." – Grow with Google
Managing reviews effectively doesn’t just build trust – it also impacts your Google Business Profile (GBP) performance and local SEO rankings. Google considers review activity and responses when determining local search rankings, making this a key part of your strategy.
Step 7: Track and Improve Results
Check Profile Analytics
Google Business Profile (GBP) analytics provide valuable data on how users find your profile, where they view it, and what actions they take – like website clicks, calls, or requesting directions. You can also see how users interact with your photos and posts. For deeper insights into website traffic and user behavior after local searches, connect your GBP to Google Analytics. These insights help you fine-tune your strategy to improve your local SEO performance.
Key Metrics to Monitor
| Metric Category | What to Track | Why It Matters |
|---|---|---|
| Search Performance | Direct vs. Discovery Searches | Understands brand awareness and local visibility |
| Actions | Website Clicks, Calls, Directions | Measures lead generation potential |
| Image Engagement | Photo Views and Engagement | Evaluates content effectiveness |
| Review Activity | New Reviews, Response Rate | Influences trust and search rankings |
"Next to a business’s website, the GMB profile is the next most valuable piece of digital real estate." – Robert Messinger, Director of SEO at Dentalfone
Considering that 46% of all Google searches have local intent and 97% of homeowners use the internet during their home search, keeping track of these metrics is essential for optimizing your online presence.
Put Your Data to Work
Use the insights from these metrics to make meaningful updates:
- Track Call Performance: Use call tracking tools to evaluate lead quality and identify patterns.
- Refine Your Content Strategy: Identify which posts and photos get the most engagement, then adjust your schedule and focus to match audience preferences.
- Boost Local Visibility: Analyze "realtor near me" searches to refine location-based keywords and consider investing in Google Maps ads.
"The Google Business Metric our agency cares the most about is reviews as this can also help with website SEO as well as brand trust. Reviews come from real customers of yours and give the best insight to Google (plus potential new customers) if you’re the right fit and are going to give the best service for them." – Layne Sparks, Head of SEO at Kiwi Website Design
Don’t forget to prioritize mobile optimization to maintain strong visibility and generate leads. Regularly reviewing and adjusting your GBP ensures it stays aligned with changing market demands and customer behavior.
Conclusion: Next Steps for Success
Let’s bring everything together and outline how you can elevate your Google Business Profile (GBP) for better results.
Key Steps to Focus On
Your GBP acts as your online storefront – 87% of consumers rely on it to evaluate local businesses.
| Step | Focus Area | Why It Matters |
|---|---|---|
| Profile Setup | Verification & Accuracy | Builds trust and legitimacy |
| Business Details | Contact Info & Service Areas | Makes your business easy to find |
| Description | Local Keywords | Boosts your visibility in searches |
| Visual Content | Photos & Videos | Attracts and engages customers |
| Google Posts | Regular Updates | Keeps your profile active and relevant |
| Reviews | Management & Responses | Strengthens your reputation |
| Analytics | Performance Tracking | Helps you refine your strategy |
Use this table as a quick reference to ensure your GBP is working as hard as it can for your business.
Actions You Can Take Right Now
Here are some steps you can implement immediately to enhance your profile:
- Ensure consistent business details across all online platforms.
- Post weekly updates on Google Posts that highlight market trends or services.
- Respond to customer reviews within 24 hours to show you value feedback.
