How to Optimise Your Google Business Profile as an Estate Agent

Your Google Business Profile is arguably the most important free marketing tool available to estate agents. It's what appears when someone searches for agents in your area, when they look you up on Google Maps, and increasingly, when AI-powered search engines compile recommendations for local services. Yet the majority of agents either have an incomplete profile or haven't touched it since they first claimed it.

An optimised Google Business Profile doesn't just improve your map pack rankings. It builds trust with potential clients before they ever visit your website. Here's how to get it right.

Claim and Verify Your Profile

If you haven't already, claim your Google Business Profile at business.google.com. Google may have automatically created a listing for your business based on public data. Claiming it gives you control over the information displayed. Verification typically involves receiving a postcard, phone call, or email from Google with a confirmation code.

Perfect Your Core Information

The basics matter enormously. Google uses your core business information to determine when and where to display your profile.

• Business name. Use your exact registered business name. Do not add keywords like “Best Estate Agent in London” — this violates Google's guidelines and risks suspension.
• Address. Your physical office address. If you operate from a home office, you can hide the address and display only a service area.
• Phone number. Use a local number rather than a mobile. Local numbers signal establishment and permanence.
• Website URL. Link to your personal website, not your portal profile.
• Business hours. Keep these accurate and up to date, including holiday hours.

Choose the Right Categories

Categories tell Google what your business does. Your primary category has the biggest impact on which searches trigger your profile. For most agents, “Real Estate Agent” (or “Estate Agent” in the UK) should be your primary category.

Add relevant secondary categories to capture additional searches. Common options include “Real Estate Agency,” “Property Management Company,” “Real Estate Consultant,” and “Real Estate Appraiser.” Only add categories that genuinely apply to your services.

Write a Compelling Business Description

You have 750 characters to describe your business. Use them strategically. Include your core service areas, specialities, and what differentiates you from competitors. Naturally incorporate location-specific keywords without stuffing.

A strong description might read: “Independent estate agents specialising in residential sales and lettings across Wandsworth, Battersea, and Clapham. With 15 years of local experience, we help homeowners achieve the best possible price through professional marketing, expert valuation, and dedicated personal service.”

Upload High-Quality Photos

Businesses with photos receive 42% more requests for directions and 35% more clicks to their website than those without. For estate agents, relevant photos include:

• Your office exterior and interior
• Professional headshots of your team
• Recent sold or let properties (with permission)
• Community involvement and local events
• Your logo and branding elements

Add new photos regularly. Profiles with recent photos rank better and appear more active to potential clients.

Post Weekly Updates

Google Business Profile posts are an underutilised feature. They appear directly on your profile when someone searches for your business, and they signal to Google that your listing is actively managed. Types of posts that work well for agents include:

• New listings. Share your latest instructions with a photo and key details.
• Market updates. Share local market statistics, price changes, or demand trends.
• Sold/let announcements. Social proof that you're actively closing deals.
• Blog content. Link to articles on your website to drive traffic and build authority.

Master Your Review Strategy

Reviews are the most powerful ranking factor for local search. They also directly influence whether a potential client chooses to contact you. Agents with 50+ reviews and a 4.7+ rating consistently outperform those with fewer reviews.

• Ask systematically. After every successful sale or letting, send a personalised email with a direct link to leave a Google review. Automate this through your CRM system.
• Respond to every review. Thank positive reviewers by name and address any concerns in negative reviews professionally.
• Never buy or fake reviews. Google's detection is increasingly sophisticated, and the penalties — including permanent profile suspension — are severe.

Use the Q&A Feature Proactively

Google Business Profile has a Q&A section where anyone can ask questions. Most agents leave this empty, which means random users may post unhelpful answers. Take control by seeding it with common questions and providing authoritative answers yourself. This also provides valuable content for AI search engines to reference.

Good questions to seed include: “What areas do you cover?” “Do you offer free valuations?” “How long does it typically take to sell a property in [your area]?”

Measure Your Results

Google provides built-in insights for your Business Profile, showing how many people viewed your listing, what searches triggered it, and what actions they took. Monitor these metrics monthly. Track which searches are growing, where your views are coming from, and how many calls and website visits your profile generates.

Want us to optimise your Google Business Profile for you? Book a free audit and we'll show you exactly what's missing and how to fix it.