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Why Every Realtor Needs a Google Business Profile

Illustration of realtor Google Business Profiles in a map pack in Google Search results

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.

What is a Google Business Profile?

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.

An optimized realtor Google Business Profile in the map pack for Merrill L. Thomas, Inc.

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.

SEO Benefits of Google Business Profiles for Realtors

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:

  • Google’s Local Pack: The top three business listings that show up for location-based searches.
  • Google Maps Results: Where most users start their search for local services.
  • Organic Search Rankings: Google factors in GBP data when determining local SEO rankings.

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.

Google Business Profile listings in a map pack for local realtors in Austin, Texas

How to Set Up & Optimize a Google Business Profile as a Realtor

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:

1. Set Up Your Google Business Profile

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.

2. Complete & Optimize Your Profile

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:

  • Accurate Business Details: Have a consistent name, address, business hours, website, and phone number matching all other online listings.
  • Professional Photos & Videos: Use high-resolution images of properties, headshots, and branding elements. A professional headshot for your profile photo and a high-quality listing image for your cover photo is an excellent pairing.
  • Optimized Business Description: Be sure to add a keyword-rich summary of your services and expertise. Highlight your experience, specialties, and the areas you serve, ensuring it is engaging and informative.
  • Service Areas & Business Categories: It is crucial to add your service areas to ensure that your profile appears in relevant searches for local real estate.
  • Contact Methods: Enabling calls, messages, and appointment scheduling directly from the profile is essential so potential clients can easily reach out to you through your profile.

3. Improve Search Visibility with Local SEO

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.

4. Use Google Posts to Engage Potential Clients

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.

An example of a realtor's post about a new listing on their Google Business Profile

Some Google Business Profile post ideas for realtors are below:

  • New Listings: Share details and high-quality photos of newly available properties, including price, location, and key features, to attract potential buyers.
  • Market Insights: Provide updates on housing trends, mortgage rates, and local market conditions to position yourself as a knowledgeable resource for clients.
  • Real Estate Tips: Offer advice on home buying, selling, staging, or financing to educate potential clients and build trust in your expertise.
  • Upcoming Open Houses: Announce dates, times, and locations of upcoming open houses to generate interest and increase attendance.
  • Special Promotions: Highlight any limited-time offers, discounts on commissions, or referral incentives to encourage client engagement.
  • Recently Sold Properties: Showcase homes you’ve successfully sold to demonstrate your track record and attract more sellers looking for a reliable agent.

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.

5. Maintain Your Profile for Long-Term Success

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.

6. Use Google Business Profile Insights for Better Marketing

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.

How Do Realtors Get Reviews on Google?

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.

When to Ask Clients for a Google Review

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:

  • After Closing a Sale or Purchase: Once a client has successfully bought or sold a home, they are likely feeling excited and appreciative of your guidance. This is the perfect time to request a review while their positive experience is fresh in their mind.
  • After Helping a First-Time Buyer or Seller: First-time homebuyers and sellers often rely heavily on their realtor for guidance. If you’ve made the process easier and provided exceptional service, they will likely be eager to recommend you to others in a review.
  • After a Successful Negotiation: If you’ve helped a client secure a great deal—whether it’s negotiating a strong offer on a purchase or getting top dollar on a sale—they will likely feel grateful for your expertise and be more inclined to leave a review.
  • After a Smooth Closing Process: If you’ve helped a client navigate inspections, appraisals, or paperwork seamlessly, they will appreciate your support and attention to detail. Asking for a review right after a stress-free closing is a great opportunity.
  • After an Open House or Showings: If a seller is pleased with how you marketed their home through an open house or a series of showings, it’s a great time to ask them to share their experience working with you.
  • After a Referral: If a past client refers a friend or family member to you, it’s a sign they trust and value your services. This is a great opportunity to thank them and ask if they’d also be willing to share their experience in a review.

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.

How to Ask Clients to Leave Google Reviews

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.

Reviews and responses from a realtor's Google Business Profile

Some best practices to keep in mind when collecting Google reviews:

  • Ask at the Right Time: See the list in the section above for inspiration, but after closing a deal is usually a safe bet.
  • Make it Easy: Provide clients with a direct link to the GBP review page.
  • Respond to Every Review: Acknowledging positive feedback and addressing concerns professionally.

A realtor who actively collects reviews builds credibility and trust, making potential clients more likely to reach out.

How a Strong Google Business Profile Leads to More Clients

Realtors who fully optimize their Google Business Profile see better results because Google prioritizes profiles that:

  • Contain High-Quality Photos showcasing listings and branding.
  • Have Consistent Business Details like hours, service areas, and a website link.
  • Include Positive, Recent Reviews from satisfied clients.
  • Stay Active with Regular Updates like new listings and market trends.

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.

Get Help with Local SEO for Realtors

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.

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Dorian Reinhardt

Dorian Reinhardt

In her time at Bytes, Dorian developed specialties in Google Ads, Facebook Ads, LinkedIn Ads, Spotify Ads, and Google Optimize A/B Testing. She absolutely loves her clients and is always thinking up new service lines to help boost their performance.

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