

A homebuyer scrolling through listings, a seller looking for the right agent, an investor researching the local market—where do they all start? More often than not, the answer is on Google. With 87% of consumers relying on Google Business Profile (GBP) listings to evaluate local businesses, realtors who don’t claim and optimize their profile are leaving valuable leads on the table.
Unlike social media or paid ads, a Google Business Profile (formerly known as a Google My Business profile) is a free tool provided by Google that allows businesses, including real estate agents and realtors, to manage their online presence across Google Search and Maps. For real estate professionals, a well-optimized Google Business Profile (GBP) enhances local visibility, builds credibility, and helps generate leads by showcasing key business details like office location, contact information, client reviews, and property listings.
Realtors can post updates, share high-quality property photos, and use the Q&A feature to engage with potential buyers and sellers. GBP also provides valuable insights on customer interactions, such as how clients find their profile and what actions they take (calls, website visits, or direction requests). By maintaining an active and optimized Google Business Profile, real estate professionals can establish trust, improve search rankings, and attract more local clients looking for property services.
When optimized correctly, a Google Business Profile positions a realtor at the top of local search results and on Google Maps, making it a direct line to high-intent searchers—people actively looking for real estate services in their area. But simply claiming a GBP listing isn’t enough. Success comes from optimizing every element to attract, engage, and convert potential buyers and sellers.
Google prioritizes local businesses with well-optimized profiles in its search results. The more complete, accurate, and active a profile is, the better its chances of ranking higher. A fully completed GBP helps realtors appear in:
Most homebuyers and sellers don’t search for realtors by name. Instead, they look for “real estate agents near me” or “best realtors in {city}”. A well-optimized GBP ensures realtors appear in those searches, giving them a competitive edge.
For example, a buyer searching for “top realtors in Austin” will see a curated list of agents with reviews, photos, and direct contact options—all within Google’s interface. If a profile is incomplete or outdated, that real estate agent risks being overlooked in favor of competitors with a stronger presence.
By setting up and optimizing your Google Business Profile, you position yourself as a top local realtor, improve your online presence, and attract more qualified leads. Follow this step-by-step guide to set up and optimize your profile for maximum results:
Go to Google Business Profile and sign in with a Google account. Click “Manage now” and search for your name or business. If your profile already exists, claim it. Otherwise, create a new one. Choose “Real Estate Agent” as your business category, then enter your business location if you have an office. If you work remotely, list your service areas instead. Add your phone number and website so clients can easily contact you. Finally, verify your business via a postcard, phone call, or email to complete the setup.
Many realtors make the mistake of claiming their profile and leaving it untouched, but ongoing updates and engagement are key to staying visible. A complete and optimized GBP includes:
Optimizing your GBP with local SEO best practices ensures that your name appears when potential clients search for local real estate services. Use relevant keywords in your business description, services, and Google Posts, such as “homes for sale in {City}” or “top realtor in {Neighborhood}.” List all cities and neighborhoods you serve to expand your reach.
Regularly updating your profile with Google Posts helps keep your audience engaged, and signals to Google that they are active businesses, improving visibility and engagement.
Some Google Business Profile post ideas for realtors are below:
Establish yourself as a knowledgeable resource by posting local market updates, showcasing recent deals, and answering common real estate questions. Always include strong calls to action to encourage client engagement.
Consistently maintaining your GBP is key to long-term success. Be sure to update your listings frequently to showcase your latest properties, as well as refresh your photos and videos to keep your profile visually appealing. Monitor and respond to inquiries promptly to convert more leads into clients. Keeping your profile active and updated ensures you remain visible to potential buyers and sellers in your market.
Google also provides built-in insights that helps realtors track their profile’s performance and refine their marketing strategy. Metrics such as profile views, website clicks, and direction requests can help you understand how users engage with your profile, and data on photo and posts help you identify which generate the most engagement.
Furthermore, Google’s profile performance reports can help you identify which search terms are bringing in the most traffic. This data is updated at the start of each month, and also shares information on if your profile appeared in direct searches or discovery searches. By reviewing this data regularly, realtors can adjust their strategies to attract more leads and make sure their GBP remains relevant and competitive.
Reviews are one of the strongest ranking factors for Google Business Profiles, which is why they play a crucial role in building trust and improving realtors’ visibility in search results. Profiles with frequent, positive reviews appear higher in search results and attract more clicks.
A realtor should ask clients for a Google Business Profile review at key moments when they are most satisfied and likely to provide positive feedback. Here are a few ideal scenarios:
By timing your request for a review around these key moments, you increase the chances of receiving detailed, authentic, and positive feedback on your Google Business Profile.
Ask clients to leave a review by sending them a direct link to your Google Business Profile review page, or follow up after a successful transaction with a polite request for feedback. Always respond to every review, thanking happy clients and professionally addressing any concerns. Positive reviews can also be shared in your social media posts and marketing materials to further showcase your reputation.
Some best practices to keep in mind when collecting Google reviews:
A realtor who actively collects reviews builds credibility and trust, making potential clients more likely to reach out.
Realtors who fully optimize their Google Business Profile see better results because Google prioritizes profiles that:
An agent who frequently updates their profile, responds to reviews, and posts engaging content signals to Google that their business is relevant and trustworthy. This increases the likelihood of appearing in local search results, driving more inquiries, and ultimately closing more deals.
For real estate professionals, a Google Business Profile isn’t just an option—it’s a necessity. The right strategy can turn profile views into client inquiries and closings. However, a well-optimized GBP is only the beginning. Converting profile visitors into actual clients requires strong website performance, clear calls-to-action, and a seamless user experience.
At Bytes.co, we specialize in digital marketing and local SEO for realtors, ensuring that leads from your GBP translate into real results. If you’re ready to improve your online presence and maximize lead generation, get in touch with our team today.