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Google My Business is a must-have tool for real estate agents aiming to connect with local home buyers. It puts your agency front and centre when people search for homes nearby, boosting your visibility where it matters most.
Setting up a strong profile helps you show up in local searches, making it easier for potential buyers to find you and reach out. This isn’t just about being seen—it’s about turning those views into genuine leads.
In this post, you’ll learn how to create a profile that stands out. From key details to clever optimisations, these steps will help attract the right buyers and grow your local presence effectively.
Setting Up Your Google My Business Profile Correctly
Getting your Google My Business profile right from the start sets the stage for lasting success in attracting home buyers. This is where you lay down the foundation by claiming your profile, keeping your details consistent, choosing the sharpest categories, and weaving in local references naturally. Think of it as crafting a clear signpost that points home buyers directly to you.
Claiming and Verifying Your Profile
First off, you need to either claim your existing profile or create one if none exists. Head over to Google Business Profile and enter your business’s name and address. If Google already has a listing, you’ll see an option to claim it. If not, create a new profile by filling in your details.
Verification is crucial. Google offers multiple ways to prove you own the business, including receiving a postcard with a verification code, phone or SMS confirmation, email, or even a live video call to show your business location. The postcard method is still the most common: Google sends a physical postcard with a unique code to your business address, and you enter that code online to complete verification. This unlocks full control over your profile so that you can update information, reply to reviews, add photos, and more.
Maintaining up-to-date information after verification is vital. Google penalises inaccurate or inconsistent profiles, which can hurt your local rankings.
Ensuring NAP Consistency
NAP is short for Name, Address, and Phone number — the three pieces of info Google and other directories rely on to list your business correctly. Any mismatch between your Google My Business profile and other online listings can confuse both users and search engines, costing you visibility and trust.
To avoid this, make sure your business name, address, and phone number are exactly the same everywhere:
- Your website
- Social media profiles
- Local directories
- Real estate platforms
Even small differences, like “St.” versus “Street,” or varying phone number formats, can cause problems. Use one consistent format and double-check it regularly. Consistency here boosts your local SEO and helps Google confidently associate you with the right area, making it easier for home buyers to find you nearby.
Selecting Relevant Categories and Services
Choosing the correct categories is like tagging your business with the right label so Google knows who you are and who to show you to. For real estate professionals, picking precise categories can increase your chances of appearing when home buyers search.
Start with a clear primary category—‘Real Estate Agent’ or ‘Realtor’ works well for most agents. If you specialise, you can add secondary categories that reflect that too, such as ‘Property Management Company’ or ‘Commercial Real Estate Agency’. Be as specific as possible without overloading your profile with categories, as this can dilute your relevance or even lead to penalties.
In your services section, list out what you offer, like home buying consultancy, property tours, or market analysis. This helps Google match your profile with searches that relate directly to your services.
Incorporating Local Keywords
Local keywords are your direct line to home buyers hunting for homes in your area. Rather than stuffing your profile with keywords, sprinkle neighbourhood names, nearby towns, and service areas naturally throughout your business name (if it fits), descriptions, and posts.
For example, instead of just “Jane Smith Real Estate,” something like “Jane Smith Real Estate – Serving [Neighbourhood] and [Town]” connects you instantly to searches for those locations. In your description, calmly highlight your expertise in those areas with phrases such as “Helping families find homes in [Neighbourhood],” or “Local realtor specialising in [Town] properties.”
This local focus makes your profile stand out in searches for home buyers looking specifically in your service areas. It tells Google your business is rooted in their community, which boosts your rankings and relevance.
Fine-tuning these early steps will get your Google My Business profile working hard to connect you with the right local home buyers. This is your chance to be both visible and trustworthy in a competitive market.
Optimising Your Profile Content to Engage Home Buyers
Once your Google My Business profile is set up and verified, the next step is to polish the content so it truly speaks to home buyers. Your profile isn’t just a listing; it’s your virtual storefront. The right words, pictures, and updates can create trust and spark interest. Let’s look at how to do this effectively with your description, photos, and Google Posts.
Writing a Clear and Keyword-Rich Business Description
Think of your business description as a short, friendly handshake with potential buyers. It needs to quickly explain who you are, what you offer, and why you’re the best choice – all while using keywords that people actually search for.
To write a strong description:
- Be clear and straightforward. Don’t use jargon or fluff. Say something like, “We help families find homes in [Local Area] with tailored advice and expert market knowledge.”
- Include local keywords naturally. Mention your neighbourhoods and towns. For example, “Serving home buyers in [Neighbourhood 1], [Neighbourhood 2], and surrounding areas.”
- Highlight your services and expertise. Point out if you specialise in first-time buyers, luxury homes, or investment properties.
- Keep it concise but informative. Aim for about 750 characters. That’s enough space to be informative but not overwhelming.
- Use keywords wisely. Include terms such as “real estate agent,” “homes for sale,” and specific location names to improve search visibility.
Don’t forget to update your description as your services or focus areas change. This keeps your profile fresh and relevant.
Uploading High-Quality Photos and Videos
A picture is worth a thousand words, especially when it comes to real estate. High-quality images and videos bring your profile to life and give home buyers a glimpse of what you offer.
Make sure to:
- Use professional photos of your listings with good lighting and composition. Clear images of interiors, exteriors, and neighbourhood highlights boost buyer interest.
- Add pictures of your team and office to build a personal connection. Buyers like seeing the friendly faces behind the service.
- Upload videos if possible, such as virtual tours or a brief introduction to your agency. Videos increase engagement and keep visitors on your profile longer.
- Update your gallery regularly with new listings and seasonal shots to show you’re active and current.
Profiles with multiple high-quality images are prioritised by Google and tend to get more clicks and calls.
Utilising Google Posts to Share Updates and Listings
Google Posts let you share short updates directly on your profile. This keeps your page lively and gives home buyers reasons to check back often.
Here’s how to use them well:
- Share new listings with a quick description, price, and photo. It’s a great way to spotlight properties instantly.
- Post market updates or tips, like “Spring is a great time to buy in [Local Area]!” This positions you as a knowledgeable expert.
- Announce open house dates and special events to encourage visits and engagement.
- Use clear calls to action such as “Contact us to schedule a viewing” or “Visit our website for more details.”
- Keep posts brief, fresh, and updated every 7-14 days to maintain interest and improve profile activity signals for Google’s algorithm.
Regular posting increases your chances of appearing in both search and map results when buyers look for homes or agents nearby.
Optimising your profile content helps you not just appear in search results but truly connect with home buyers by showing professionalism, knowledge, and a local touch. A well-written description, eye-catching photos, and timely posts work together to make a convincing, visible presence.
Leveraging Reviews and Q&A to Build Trust and Authority
One of the best ways to attract home buyers with your Google My Business profile is by using reviews and the Q&A section to build trust and show your expertise. People don’t just look at listings anymore—they check what others say about you and how you handle questions. Reviews and Q&A give you a chance to stand out as reliable and approachable, while also helping your profile rank higher in local searches. Let’s explore how to make the most of these features.
Encouraging Detailed, Positive Reviews from Clients
Getting positive reviews is more than just asking for a quick thumbs-up. Long, detailed reviews that mention local areas or neighbourhood names add real value to your profile. These reviews act like word-of-mouth recommendations in the online world, helping Google and home buyers see you as a trusted expert in your area.
Here are some ways to encourage such detailed feedback:
- Ask at the right moment: Request reviews soon after closing a deal or completing a successful viewing while the experience is fresh.
- Make it easy: Send direct review links via SMS or email, or use QR codes clients can scan to leave a review on the spot.
- Suggest topics: Politely guide clients to mention key details like neighbourhoods, types of homes, or your helpfulness during the buying process.
- Avoid incentives: Reviews must feel genuine to be effective and comply with Google’s policies.
- Follow up: A friendly reminder can prompt clients who planned to write a review but forgot.
Honest, in-depth reviews don’t just boost your profile’s authority for local keywords—they show potential buyers you have a proven track record people trust.
Responding Personally to Reviews
Responding to reviews, both positive and negative, is more than just good manners. It shows you listen, care, and are actively involved with your clients. When you reply thoughtfully, Google notices this engagement and can reward your profile with better local rankings.
Here’s how to respond well:
- Be prompt: Respond as soon as possible to show attentiveness.
- Personalise your replies: Use the reviewer’s name where appropriate and mention specifics they raised.
- Express thanks: Always begin with genuine appreciation for positive feedback.
- Address concerns calmly: For negative or neutral reviews, acknowledge issues respectfully and offer to resolve concerns offline.
- Keep it professional and friendly: Your tone reflects on your business and reputation.
When buyers see your quick, polite responses, they feel more confident choosing you over others. It also builds a trustworthy online presence, especially important in real estate where transactions are significant.
Managing the Q&A Section
The Q&A feature on your Google My Business profile often gets overlooked, but it has great potential to support home buyers and highlight your knowledge. Proactively managing this section means you can answer common questions before they even get asked and help buyers who hesitate to reach out directly.
To manage Q&A efficiently:
- Seed questions yourself: Post commonly asked questions about buying, areas you serve, or your process.
- Answer quickly and clearly: Respond to new customer questions as soon as you see them to keep the conversation active.
- Use this space to add value: Offer detailed, helpful information about financing options, timelines, or neighbourhood highlights.
- Stay accurate and up-to-date: Make sure answers reflect your current services and market conditions.
This proactive approach reassures buyers, shows you’re accessible, and demonstrates your expertise in a public, searchable way. A well-managed Q&A can set your profile apart and lower barriers between you and potential clients.
Using reviews and Q&A smartly is one of the clearest signs you’re engaged with your clients and serious about your reputation. It boosts your profile’s local SEO presence, making it easier for home buyers to find, trust, and choose you.
Technical SEO and Ongoing Maintenance for Your Google Profile
Creating your Google Business Profile is a solid start, but keeping it optimised and active over time is what truly makes a difference. Search engines favour profiles that look trustworthy and fresh because they deliver better experiences to users. With a few technical SEO touches and regular maintenance, you can make your profile easy for Google to understand and keep it ranking well against competitors. Let’s break down some key actions that will keep your Google profile working hard for you.
Using Structured Data and Local Citations
Structured data, like schema markup, is a way to label information on your profile so search engines understand it better. Imagine it like adding a clear label on every piece of your profile’s information: your business name, address, phone number, and the services you offer. When Google can read this data correctly, it improves your chances of appearing in local searches and rich results.
Alongside this, local citations play a big role. These are mentions of your business’s key details on various trustworthy local directories and websites. Consistently listing your Name, Address, and Phone number (NAP) across these sites builds your authority and signals reliability to search engines. The more consistent and accurate your citations, the easier it is for Google to trust your profile.
Simple ways you can do this include:
- Adding schema markup to your website if you have one, focusing on local business data.
- Listing your agency on prominent and niche real estate directories.
- Ensuring all citations use the same exact business name, address format, and phone number.
This technical groundwork helps Google connect your profile to searches home buyers make and supports your overall local SEO strength.
Consistent Profile Updates and Activity Tracking
Your profile is not a “set it and forget it” tool. Regular updates keep it relevant and signal to Google that your business is active. Home buyers want current, trustworthy info — outdated hours, photos, or listings can turn them away. Here are the key things to keep fresh:
- Update your business hours and contact info promptly to avoid confusion.
- Add new photos regularly, especially images of new listings, local neighbourhood views, or happy clients.
- Post updates about milestones, open houses, or special services every couple of weeks.
- Refresh your business description occasionally to reflect any new focus or market trends.
Alongside updates, track how your profile performs using Google Business Profile insights or linked Google Analytics. Watching metrics like:
- How many people view your profile
- Number of clicks to your website or calls originated
- User actions like requests for directions
These allow you to identify what’s working and where to improve. For example, if photo views are low, refreshing your gallery might be a priority. If calls are down, a new call-to-action in your posts could help.
Leveraging Automation Tools for Review and Content Management
Managing reviews and regular content posting can be time-consuming. Fortunately, there are tools that help you automate much of this work without losing that personal touch.
Popular tools let you:
- Automatically request reviews from clients by email or SMS after a sale closes.
- Monitor and respond to new reviews from a single dashboard.
- Schedule Google Posts ahead of time so your profile remains active even when busy.
- Track keywords and rankings to adjust your strategy quickly.
Using automation means you stay consistent with less effort. It also enables quick responses to reviews, which improves your profile’s engagement signals. Just remember, wherever possible, keep your replies personalised and human — automation should support your work, not replace genuine interaction.
Keeping your profile technically sound and regularly updated is like tuning a car — small adjustments ensure smooth performance and keep you ahead on the road. Combining structured data, fresh content, and smart automation helps you maintain a Google Business Profile that continually attracts, informs, and converts home buyers.
Integrating Your Google Business Profile with a Broader Local SEO Strategy
Your Google Business Profile is a powerful tool on its own, but pairing it with a solid local SEO strategy multiplies its impact. Think of it like planting a tree: the Google profile is the trunk, sturdy and visible, while your wider SEO efforts are the roots, anchoring and feeding it with relevance and authority. When these elements work together, you’ll appear in more local searches and attract the right home buyers more often. Let’s explore how to align your website, build local partnerships, and monitor your progress to make the most of your profile’s potential.
Optimising Your Website and Landing Pages for Local Search
Your website and landing pages should speak the same language as your Google Business Profile. That means using similar local keywords and focusing on the local intent behind searches. For example, if your profile targets “homes for sale in [Neighbourhood]”, your website content should reflect that exact phrase and related terms naturally.
Here are the key points to keep in mind:
- Mirror local keywords: Include neighbourhood names, nearby towns, and phrases potential home buyers use when searching.
- Tailor content to local needs: Write about the benefits of living in your area, schools, amenities, and market trends.
- Optimise landing pages: Create pages dedicated to specific areas or property types to match search intent closely.
- Use clear calls to action: Help visitors easily reach out or book a viewing to turn visits into leads.
This consistency tells Google your business is relevant to local searches. It also creates a smooth journey for home buyers from your profile to your website, boosting trust and conversions.
Building Local Backlinks and Partnerships
Backlinks remain one of the strongest signals for local SEO. Getting links from reputable local sources is like getting a thumbs-up in your community that shows Google you’re a trusted local authority.
Focus on these backlink-building tactics:
- Local news sites: Reach out and offer expert commentary on real estate trends or market updates for articles.
- Local directories: Ensure your agency is listed on reputable local business directories and real estate platforms.
- Community partnerships: Collaborate with local businesses, such as mortgage brokers, home inspectors, or builders, and exchange links naturally through guest posts or resource pages.
- Local events and sponsorships: Sponsor or participate in local events and ask organisers for a mention or backlink on their websites.
These links do more than boost SEO; they help build brand recognition and credibility within your target community.
Monitoring Performance and Refining Your Strategy
No strategy stays perfect without some checking and adjusting. Regularly reviewing your Google Business Profile insights and website analytics helps you spot what’s working and where to improve.
Focus on these monitoring steps:
- Track profile views, search queries, and actions like calls or direction requests on Google.
- Use web analytics to see how local visitors behave on your site—do they bounce quickly or convert?
- Monitor backlinks and citations to ensure they remain relevant and don’t disappear or get broken.
- Keep an eye on competitors’ local SEO efforts to spot new opportunities or threats.
- Adjust keywords, content, and profile info based on what the data tells you and stay responsive to seasonal market trends.
This ongoing process keeps your profile and strategy sharp. Using the data you gather, tweak your approach to deepen your reach and turn more searchers into home buyers.
Integrating your Google Business Profile with a wider local SEO approach creates a reliable, connected presence that home buyers find trustworthy. It’s about more than being seen—it’s making sure your visibility translates into meaningful contact and, eventually, sales.
Conclusion
Optimising your Google My Business profile is essential for attracting local home buyers. Clear profile setup, consistent details, and relevant local keywords make you easy to find. Adding quality photos, regular posts, and managing reviews builds trust and keeps your profile active in search results.
Ongoing updates and technical care maintain your profile’s performance over time, while aligning it with wider local SEO efforts strengthens your presence even more. This combined approach not only raises your visibility but also turns searches into genuine enquiries and sales.
Put these steps into practice today to stand out in your local market and make connecting with buyers straightforward and effective. Your Google profile can become your best local marketing tool when you keep it fresh, accurate, and engaging.