Google Business Profile for Real Estate: How to Get Found by Local Buyers and Sellers

Why Google Business Profile Matters for Estate Agents

When someone searches "estate agents near me" or "houses for sale in Manchester", Google displays local results above any organic website listing. Your Google Business Profile (formerly Google My Business) determines whether you appear in that prime real estate — or remain invisible to potential clients in your area.

The numbers are compelling: 76% of people who perform a local search visit a business within 24 hours, and 28% of those searches result in a purchase. For estate agents, this means an optimised profile can be the difference between receiving qualified enquiries or losing them to the competition.

Setting Up Your Profile Correctly

Start by claiming and verifying your profile at business.google.com. Choose the primary category "Estate agent" or "Real estate agency" — this decision directly affects which searches you appear in.

• Business name: Use your actual business or personal brand name. Don't stuff keywords (Google penalises this practice).
• Address and service area: If you have an office, use the address. If you cover a wider region, define service areas by town, city, or county.
• Opening hours: Set realistic hours. Many agents extend availability to avoid missing enquiries.
• Phone number and website: Use a local number and ensure your website link is correct and functional.

Optimising for Local SEO

Creating a profile isn't enough — you need to optimise it so Google prioritises you in results. Here are the strategies that genuinely work:

Business Description

You have 750 characters to describe what you do. Use them strategically: include your service area, property types you specialise in, and what sets you apart. Example: "Specialist in period properties and family homes across South West London, with 15 years of experience helping buyers find their perfect home."

Photos and Videos

Profiles with photos receive 42% more direction requests and 35% more website clicks. Upload regularly:

• Professional photographs of properties you're marketing
• Your professional headshot and team photos
• Images of your office (if applicable)
• Short videos featuring virtual property tours

Tools like imovpro.ai can help you create high-quality visual content for your profile, including videos and virtual tours that capture potential buyers' attention.

Attributes and Services

Google allows you to add specific attributes to your profile. Select all that apply: "Online consultations", "Free valuations", "Personalised service". The more complete your profile, the better your ranking.

Winning and Managing Reviews

Reviews are the single most important factor for local ranking. Research by BrightLocal shows that 87% of consumers read online reviews before choosing a local business.

How to Ask for Reviews

• Send a direct review link after every successful completion
• Ask at the moment of peak satisfaction — typically after exchange of contracts
• Make it easy: create a short link or QR code for your review page
• Never offer incentives for reviews (this violates Google's policies)

Respond to Every Review

Always respond — to both positive and negative reviews. For positive ones, thank the reviewer personally. For negative ones, remain professional, acknowledge the concern, and offer to resolve the issue offline. Future clients judge not just your star rating, but how you handle criticism.

Google Posts and Updates

Google Business Profile allows you to publish updates similar to social media posts. This feature is underused by most estate agents, which presents a clear opportunity to stand out.

• New listings: Share each new property with a photo, price, and brief description
• Open days: Create events for property viewings
• Educational content: Share tips about the market, mortgage rates, or local trends
• Success stories: Showcase sold properties (with permission) to demonstrate results

Post at least once a week. Posts expire after 7 days, so consistency is key.

Questions and Answers (Q&A)

The Q&A section of your profile is often overlooked. Take the initiative: ask and answer the most common questions yourself. Questions like "What are your fees?" or "Do you handle lettings as well?" should be answered before other users respond with inaccurate information.

Measuring Results

Google provides detailed performance metrics for your profile. Track these monthly:

• Search views: How often your profile appeared in search results
• Customer actions: Calls, direction requests, website visits
• Search queries: What terms people used to find you
• Photo performance: Which images generate the most interest

Use this data to refine your strategy. If search queries show people looking for "two-bed flats in Clapham" and you're not appearing, adjust your description and posts accordingly.

Common Mistakes to Avoid

• Outdated information: An old phone number or incorrect hours destroys trust
• Ignoring negative reviews: No response suggests indifference
• Duplicate profiles: These confuse Google and dilute your authority
• Generic stock photos: They don't build trust or reflect your actual work

Conclusion: Your Profile Is Your Digital Shopfront

For many potential clients, your Google Business Profile is their very first interaction with your business. A complete, up-to-date profile with strong reviews acts as a digital shopfront — working for you around the clock, seven days a week.

Combine the power of Google Business Profile with property marketing tools like imovpro.ai to create a comprehensive digital presence that attracts, convinces, and converts local prospects into clients.

Start today: claim your profile, optimise it using the tips in this guide, and ask for your first review. The results will come faster than you expect.