If you want to show up in Google Maps and the local pack for searches like “real estate agent near me” or “homes for sale in [city],” you need to create and optimize a Google Business Profile (formerly Google My Business). We’ll walk you through exactly how we set up, verify, and rank a real estate Google Business Profile (GBP) so it generates steady, high‑intent calls and messages—without guesswork.
Why a Google Business Profile matters for real estate
- Be found where clients search: Appear in the map pack and on Google Maps for local real estate queries.
- Build trust fast: Reviews, photos, and complete information turn views into calls.
- Direct engagement: Prospects can call, message, request directions, and book consults from your listing.
- Local SEO lift: Accurate NAP, strong reviews, and consistent activity improve local rankings.
Choose the right setup: agent, team, or brokerage
Before we create your listing, we pick the correct business type and address approach—it affects verification and rankings.
- Brokerages and offices: Create/claim a listing for each physical office clients can visit during stated hours.
- Individual agents within a brokerage: You can verify at the brokerage address. Use a unique suite or office number if possible, your own phone number, and your personal website URL (not the company’s homepage) to distinguish your profile.
- Service‑Area Business (SAB) for solo agents: Verify with an address, then hide it and set service areas (cities/neighborhoods). This protects privacy and often aligns with MLS/state rules.
Addresses you should not use
- No PO Boxes, UPS Stores, or virtual mailboxes.
- Shared coworking or crowded brokerage addresses can trigger verification issues or lower visibility unless you have permanent signage, staff present during hours, and real client access.
Step-by-step: create your real estate Google Business Profile
- Sign in at business.google.com with your Google account (Workspace or Gmail).
- Enter your business name. Keep it clean and compliant:
- Brokerage: Acme Real Estate
- Agent: Jane Smith, Real Estate Agent (use “Realtor” only if you’re a member and permitted to use the mark)
- Select your primary category:
- Most agents/teams: Real estate agent
- Brokerage/company: Real estate agency
- Commercial firms: Commercial real estate agency
Add relevant secondary categories later (real estate consultant, property management company, industrial real estate agency).
- Add your location or choose “No” if you’re a service‑area business. If you’ll hide your address, you’ll set service areas next.
- Set service areas. We list the cities and notable neighborhoods clients actually search (example: “Katy,” “Cinco Ranch,” “Westbury,” plus your county).
- Provide contact details:
- Phone: Direct number you answer promptly.
- Website: Your site or profile page; add an Appointment URL (Calendly, booking page).
- Languages and identity attributes: Add everything applicable (for example, Spanish, veteran‑owned, LGBTQ+ friendly).
- Messaging: Turn on Messages and add a helpful auto‑reply.
- Set realistic hours. If you list 24/7, be ready to respond; missed calls and slow replies can hurt performance.
- Verify your business (postcard, phone, email, or increasingly, video—details below).
Verify your listing: postcard vs. video (what works right now)
Verification is stricter than it used to be. We prep for video verification first—Google prompts it often for real estate.
Video verification checklist (one continuous landscape shot)
- Exterior: Show the building, street, and visible street number or signage.
- Proof of access: Unlock the door with your key/fob (ideally during quiet hours).
- Inside evidence that ties you to the business and location:
- Real estate license
- Business cards
- Brokerage affiliation letter/contract showing your name and address
- Branded yard sign, apparel, or printed materials matching your business name
- Start from desktop, click Get Verified → Video, and scan the QR code to film on your phone.
- Avoid disqualifiers: Portrait mode, cuts/edits, missing address signage, name mismatches, no key access.
Postcard verification tips
- Confirm mail delivery at the address. Watch for the card so it doesn’t get tossed.
- Enter the PIN as soon as it arrives; requesting a second card delays approval.
Name, categories, and service areas: get the basics perfect
- Business name: Use real‑world branding—what’s on your cards/signage. Avoid keyword stuffing beyond that.
- Primary category: Matches your core business (agent, agency, commercial).
- Secondary categories: Add only relevant ones (real estate consultant, property management company).
- Service areas: List specific cities and neighborhoods, not just a broad region.
- Brokerage address usage: Add a unique suite when possible, use your own phone number, and link to your personal website page to distinguish your profile from the brokerage’s.
Optimize every field for local SEO and conversions
- Description (up to 750 characters): Include your specialties (first‑time buyers, VA, relocation, luxury, investment), markets served, and value proposition with natural keywords.
- Hours: Set hours you can actually respond. Consistency matters.
- Attributes: Accessibility (for offices), inclusivity, ownership, and languages spoken.
- Messaging and booking: Keep Messages on, add an Appointment link, and set an auto‑reply.
- NAP consistency: Ensure your name, phone, and website are identical across your website, social profiles, and major directories.
Photos and videos that convert on Google Maps
- Brokerages/offices:
- 3+ high‑quality exterior photos (clear signage, daylight)
- 3+ interior photos (reception, meeting rooms)
- Team and culture shots
- Agents:
- Professional headshots
- On‑the‑job images: open houses, closings (with permission), neighborhood tours
- Short intro and market explainer videos
- Keep building a library over time—50–100+ photos performs well
Services, Products, and appointment links: underused features that drive leads
We complete Services with short descriptions and use the Products feature as visual “cards” linked to high‑intent pages.
- Services to add:
- Buyer representation, listing services, CMAs, staging consults
- Relocation, new construction tours, luxury buyer services
- Commercial leasing/tenant rep, property management (if applicable)
- Products that work:
- Homes for Sale in [City] → link to your IDX saved search
- Homes for Sale in [Neighborhood] → niche IDX link
- Free Home Valuation → valuation tool page
- Download the Buyer’s Guide → lead‑capture landing page
- Portfolio: Sold at [Address] → image + brief blurb
- Appointment link: Add Calendly/booking page so prospects can schedule instantly.
Posts, Q&A, and Messaging: your ongoing content system
- Posts/Updates cadence: At least weekly; 3x/week accelerates growth. Repurpose your social content and use Google’s CTA buttons (Call Now, Learn More).
- What to post:
- New listings, open houses, price reductions
- Neighborhood spotlights, market stats, quick buyer/seller tips
- Client success stories and testimonials
- Community events and awards
- Q&A: Seed FAQs and answer thoroughly (timelines, closing costs, lending options, best areas for specific criteria).
- Messages: Keep notifications on and reply fast; add a friendly auto‑reply to set expectations.
Reviews: the ranking and conversion engine
- Ask consistently. Great moments: post‑closing, after lease signings, or after standout consults.
- Use your unique short review link. Send via text and email for one‑click ease.
- For new agents: Ask colleagues, vendors, and community partners for professional character reviews (no misrepresentation).
- Reply to every review:
- Positive: Thank by name, reference specifics, reinforce your service area or specialty naturally.
- Negative: Stay calm, acknowledge, invite offline resolution, and share brief context if appropriate.
Copy‑and‑personalize review outreach
Hi [First Name]! It was a pleasure helping you with your [purchase/sale] in [Neighborhood]. If you have 60 seconds, would you mind sharing a quick Google review about your experience?[Your short review link]Thank you so much—your feedback helps local buyers and sellers find us.
Fast review response template
Thanks so much, [First Name]! Working with you on your [home purchase/sale] in [Neighborhood/City] was a highlight. If you ever need market advice or a referral, we’re here to help.
Address privacy and brokerage location: rules that keep you safe
- Hide your home address if you’re a service‑area business and list service areas instead.
- At a brokerage address, use a unique suite when possible, plus your own phone and URL.
- Avoid PO Boxes, virtual mailboxes, and addresses where you can’t receive mail or verify with video; these cause suspensions.
AI shortcuts that save time (and still feel personal)
- Descriptions: Draft a concise, keyword‑aware summary, then humanize it with your voice.
- Posts: Batch prompts for listings, open houses, and weekly tips. Schedule with a social tool.
- Review responses: Build on‑brand templates you can personalize in seconds.
- Q&A: Pre‑write answers to the top 10 client questions you field every week.
- Images: Use AI tools for cropping/light enhancement; keep photos authentic and current.
Performance tracking and iteration
- GBP Insights: Watch calls, website clicks, messages, direction requests, and common search queries.
- Local rank tracking: Monitor map pack positions across neighborhoods with hyper‑local grids and compare competitors.
- Iterate monthly:
- Refine categories and services based on demand
- Add neighborhood‑specific Products and Posts
- Upgrade photo quality and variety
- Increase review volume and depth
- Audit NAP consistency across your site and directories
Advanced: connect GBP with your website and Google Ads
- Website synergy:
- Link Products to targeted IDX searches (new construction, waterfront, homes under $400k, townhomes).
- Ensure landing pages exactly match the promise in your posts and ads.
- Use soft or timed registration to capture name, email, and phone after a few photo views.
- Google Ads synergy (when ready):
- Start with local intent keywords: “homes for sale in [city],” “[city] new construction homes.”
- Budgets: Start $15–$20/day; scale as performance stabilizes.
- Benchmarks many markets see: $13–$30 cost per lead, depending on competition and season.
- Follow‑up rigor: Call within minutes when possible; text/email drip via CRM; set listing alerts and monthly market reports.
30‑day launch plan and 90‑day growth plan
Days 1–30
- Create the profile, complete every field, add services, attributes, messaging, appointment link.
- Verify (video or postcard). Prep thoroughly for video.
- Upload 25–40 photos and 2–3 short videos.
- Add 10–20 Products (cities/neighborhoods, valuation, guides, portfolio).
- Seed 6–10 FAQs and answer them.
- Publish 6–9 Posts (schedule weekly or 3x/week).
- Request 10–20 reviews; reply to all.
Days 31–90
- Add 25–50 more photos (closings, communities, landmarks).
- Post 3+ times per week; add an Event or Offer monthly.
- Build Products for every service area you cover with IDX links.
- Reach 30–50 total reviews with detailed comments; keep asking and responding.
- Monitor Insights and local rankings; double down on what drives calls and messages.
Common mistakes that trigger suspensions or tank rankings
- Keyword‑stuffed business names and excessive geo terms not in your real branding.
- Using a PO Box, virtual mailbox, or unverifiable shared workspace.
- Listing 24/7 hours and missing calls/messages.
- Thin profiles: no photos, sparse services, no Products, and long gaps between Posts.
- Sharing the brokerage’s phone and URL instead of your own (for individual agent profiles).
- Manipulating reviews (fake accounts, VPNs, review swaps).
Quick checklist for agents and teams
- Clean business name that matches real‑world branding
- Primary category correct; secondary categories relevant
- Address verified; hidden with service areas if SAB
- Unique phone number; correct website and appointment link
- Complete description with niches and cities served
- Services fully listed; Products built for cities/neighborhoods and offers
- 50–100+ photos over time; short videos added
- Attributes and languages added
- Reviews growing monthly; thoughtful replies to every review
- Weekly Posts (ideally 3x/week); Q&A seeded and updated
- Messages on with auto‑reply; call history/tracking enabled
- NAP consistent across website and directories
- Insights reviewed monthly; local rankings tracked; updates iterated
FAQs about creating and optimizing a real estate Google Business Profile
What’s the best primary category for realtors?
Most individual agents should choose Real estate agent. Brokerages should select Real estate agency. Commercial firms typically use Commercial real estate agency and add relevant secondary categories.
How do we hide our address on Google Business Profile?
Set up as a service‑area business, verify with an address, then choose to hide the address and list your cities/neighborhoods as service areas. You’ll still rank locally without exposing your home.
Can multiple agents list at the same brokerage address?
Yes, but each agent should have a unique phone number, personal website URL, and, where possible, a distinct suite/office number. Ensure you can meet clients during stated hours and pass verification.
How often should we post?
Weekly is the minimum; three times per week is ideal while you’re building momentum. Use Calls to Action and keep posts focused on listings, open houses, market insights, and community updates.
How many photos should we upload?
Start strong with 25–40 photos, then add new visuals every week. Reaching 50–100+ over time performs well, especially with a mix of headshots, on‑the‑job photos, listings, and neighborhood images.
Final word
When we create a Google Business Profile for real estate the right way—verify properly, fill every field, publish consistent posts, upload authentic photos, and ask for legitimate reviews—we signal to Google and our community that we’re active, trustworthy local experts. Do the fundamentals well and keep at it for 90 days, and your Google Business Profile can become one of your highest‑ROI lead sources, paid or organic.
