Google Business Profile Posts: A Strategy Guide for Estate Agents

Your Google Business Profile is arguably the most important digital asset you own as an estate agent — more important than your social media accounts, and in many cases, more impactful than your website for local discovery. Yet most agents set up their GBP, add a few photos, and never touch it again. They're missing one of the most powerful free tools available: GBP Posts.

Google Business Profile posts are micro-updates that appear directly in your business listing when someone searches for your name or finds you in the local map pack. They signal to Google that your business is active, relevant, and engaged — all factors that influence your local search rankings.

Understanding GBP Post Types

Google offers several post types, each suited to different purposes. Understanding which to use and when is the foundation of an effective posting strategy.

Update posts are the most versatile and the type you'll use most frequently. These are general announcements, market insights, tips, and news. They appear for seven days in your listing before being archived. Use them to share market updates, new listings, sold properties, and local insights.

Offer posts are designed for promotions and special deals. For estate agents, these work well for limited-time offers such as “Free property valuation this month” or “Reduced commission for January instructions.” Offer posts include a start and end date and remain prominently displayed throughout the promotion period.

Event posts are tied to a specific date and time. Use them for open house events, property exhibitions, community events you're sponsoring, or homebuyer seminars. Event posts remain visible until the event date passes.

How Often Should You Post?

Research from Sterling Sky and other local SEO experts suggests that posting at least once per week keeps your profile active in Google's eyes. However, the optimal frequency is two to three posts per week. This ensures there's always at least one fresh post visible in your listing, since update posts expire after seven days.

Consistency matters more than volume. Posting three times one week and then going silent for a month sends a negative signal. Set up a regular schedule — perhaps Tuesday and Thursday mornings — and stick to it. You can batch-create posts in advance and schedule them using your CRM or marketing automation tools.

Content Ideas for Estate Agent GBP Posts

Running out of content ideas is the number one reason agents stop posting. Here is a rotating content calendar that provides months of material:

• Just sold announcements: Showcase recent sales with the area name, property type, and a brief comment about the result achieved.
• New listing alerts: Announce new instructions with a compelling photo and key details.
• Monthly market updates: Share average sale prices, days on market, and supply/demand data for your area.
• Client testimonials: Post a recent review or testimonial with the client's permission.
• Local area highlights: Feature a local restaurant, park, school, or event that makes your area desirable.
• Homeowner tips: Share practical advice like staging tips, maintenance reminders, or preparation checklists.
• Blog post promotions: Drive traffic to your blog content by sharing article links in your GBP posts.
• Team updates: Introduce team members, celebrate milestones, or share behind-the-scenes content.

Writing Effective CTAs

Every GBP post allows you to add a call-to-action button. The available options include: Book, Order online, Buy, Learn more, Sign up, and Call now. For estate agents, the most effective CTAs are:

• “Learn more” for blog posts and market updates, linking to your website
• “Book” for valuation offers, linking to your booking or contact page
• “Call now” for new listing announcements and urgent updates

Always include a CTA. Posts without a call-to-action are wasted opportunities. Even informational posts should link back to a relevant page on your website where visitors can take the next step.

The Role of Photos in GBP Posts

Posts with photos receive significantly more engagement than text-only posts. Google's own data suggests that businesses with photos receive 42% more requests for directions and 35% more clicks to their website. For your GBP posts, use high-quality, original images. Avoid stock photography — Google's algorithms can detect it, and it doesn't build trust with potential clients.

The ideal photo dimensions for GBP posts are 1200 x 900 pixels (4:3 ratio). Ensure the key visual elements are in the centre of the image, as Google may crop the edges depending on the display context. For property photos, exterior shots with good lighting perform best. For team and office content, natural, candid images outperform posed photos.

Measuring the Impact of GBP Posts

Google provides basic analytics for each post, including views and clicks. However, the real impact of GBP posts is harder to measure directly because it compounds with your overall local SEO strategy. Key metrics to track include:

• Post views: Available in the GBP dashboard for each individual post.
• CTA clicks: Track how many people click through to your website from each post.
• Overall GBP performance: Monitor your profile's total search impressions, direction requests, phone calls, and website clicks in the GBP Insights dashboard.
• Local pack rankings: Track your position in the map pack for key search terms using analytics tools.

Common Mistakes to Avoid

Several common errors undermine agents' GBP posting efforts:

• Inconsistency: Posting sporadically is worse than not posting at all, as it shows Google you're not consistently active.
• No photos: Text-only posts receive a fraction of the engagement.
• Missing CTAs: Every post should drive a specific action.
• Overly promotional tone: Balance promotional posts with genuinely helpful content.
• Ignoring questions and reviews: GBP is a two-way channel. Respond to every review and question promptly.

GBP posts are free, take five minutes to create, and directly influence your local search visibility. There is no reason not to make them a core part of your marketing routine. Combined with a strong review profile and comprehensive local SEO strategy, consistent GBP posting can be the difference between appearing in the map pack and being invisible.

Need help with your Google Business Profile strategy? Book a free strategy call and we'll review your GBP listing and create a posting plan that boosts your local visibility.