How to Rank in Google's Map Pack as an Estate Agent

When someone searches “estate agent near me” or “realtor in [city name],” the first thing they see is Google's map pack — the three-listing box with a map that appears above all organic results. According to research from BrightLocal, 42% of local searchers click on results within the map pack. For estate agents, a map pack position is arguably the most valuable piece of digital real estate you can own.

Yet most agents have no deliberate strategy for ranking there. They set up a Google Business Profile, add a few photos, and hope for the best. That approach worked in 2018. In 2026, map pack competition in most markets is fierce, and only agents with a comprehensive local SEO strategy will consistently appear in those coveted three positions.

What Determines Map Pack Rankings

Google uses three primary factors to determine map pack rankings: relevance, distance, and prominence. Understanding each is essential to building your strategy.

• Relevance is how well your profile matches what someone is searching for. A fully completed profile with the correct categories, services, and keywords in your description scores higher for relevance.
• Distance is the proximity of your business to the searcher's location. You can't control this, but you can expand your effective radius through service area settings and local content.
• Prominence is how well-known and authoritative your business is. This is where reviews, citations, backlinks, and online activity come into play — and where you have the most room to compete.

Optimising Your Google Business Profile

Your Google Business Profile is the single most important asset for map pack rankings. Here is a detailed optimisation checklist:

• Business name. Use your exact legal business name. Do not add keywords or locations — this violates Google's guidelines and risks suspension.
• Primary category. Set this to “Real Estate Agent” or “Estate Agent.” This is the single most impactful category setting.
• Secondary categories. Add all relevant categories: “Real Estate Agency,” “Property Management Company,” “Real Estate Consultant” as applicable.
• Business description. Write a 750-character description that naturally includes your key service areas and specialisations. Mention specific neighbourhoods, property types, and services.
• Services. Add every service you offer: residential sales, lettings, property management, valuations, first-time buyer guidance, and so on.
• Photos. Upload at least 20 high-quality photos. Include your office exterior and interior, team photos, sold properties, local area shots, and branded imagery. Update monthly.
• Posts. Publish Google Business Profile posts weekly. Share new listings, market updates, sold properties, and community involvement. Each post signals activity and relevance.

The Review Strategy That Wins

Reviews are the most powerful lever you have for map pack rankings. Google's own documentation confirms that review count, rating, and recency are primary ranking factors. Here is a review strategy that works:

• Ask at the peak of satisfaction. The best time to request a review is immediately after a successful completion or key milestone — exchange day, offer accepted, or keys handed over.
• Make it effortless. Send a direct link to your Google review page. Remove every possible friction point.
• Aim for consistency, not bursts. Google rewards a steady stream of reviews over time. Two reviews per week is better than twenty in one week followed by silence.
• Respond to every review. Thank positive reviewers personally. Address negative reviews professionally and constructively. Your responses are public and influence prospective clients.
• Encourage keyword-rich reviews. When Google sees reviews mentioning “sold our house in Battersea quickly” or “best realtor in Scottsdale,” it reinforces your relevance for those terms. You cannot dictate what people write, but you can prompt them with questions like “which area did we help you with?”

NAP Consistency and Local Citations

NAP stands for Name, Address, and Phone number. Google cross-references your NAP data across every mention of your business on the internet. Inconsistencies create confusion and hurt your rankings. If your GBP says “123 High Street, Suite 4” but a directory says “123 High St, Ste 4,” Google may treat these as different entities.

Audit every directory listing, social media profile, and industry portal where your business appears. Ensure the name, address, and phone number are identical everywhere. Key citation sources for estate agents include:

• UK: Yell, Thomson Local, Yelp UK, FreeIndex, Cylex, The Property Ombudsman, and your local council business directory.
• US: Yelp, BBB, Realtor.com, Zillow, Yellow Pages, Manta, and your local chamber of commerce.
• Canada: Yellow Pages Canada, Yelp Canada, your provincial real estate board, and Realtor.ca.
• Australia: Yellow Pages, RateMyAgent, LocalSearch, TrueLocal, and your state real estate institute.

Local Content That Supports Map Pack Rankings

While your Google Business Profile is the direct ranking factor, your website content supports your map pack position through local relevance signals. Create dedicated pages for each area you serve, including local market data, property guides, and neighbourhood insights. Blog regularly about local market trends. As our complete local SEO guide explains, this on-site content reinforces the geographic signals Google uses to determine map pack eligibility.

Competitive Analysis: Learn What Winners Do

Search for your target keywords and study the agents currently ranking in the map pack. Analyse their Google Business Profiles. How many reviews do they have? How often do they post? What categories have they selected? What does their website look like? Tools like BrightLocal, Whitespark, and Local Falcon can show you exactly where you rank versus competitors across a geographic grid.

This competitive intelligence tells you exactly what you need to match and exceed. If the top-ranked agent has 85 reviews, you know your target. If they post weekly, you need to post twice weekly. Map pack rankings are a relative game — you need to be better than the agents currently occupying those positions.

The Timeline: How Long Does It Take?

Map pack rankings don't change overnight. Expect three to six months of consistent effort before seeing meaningful movement. The timeline depends on your starting position, local competition, and how aggressively you execute. Agents in less competitive markets may see results within weeks. Agents in major metros like London, Sydney, or New York should plan for a six to twelve month campaign.

The investment is worth it. Once you're established in the map pack, the leads flow consistently with no per-click cost. It is one of the highest-ROI marketing channels available to estate agents.

Want a professional map pack audit for your market? Book a free strategy call and we'll show you exactly where you stand and what it will take to reach the top three.