Whether you’re a solo agent, part of a team, or running a full-scale brokerage, your online visibility matters. One of the most overlooked tools in the real estate SEO toolkit is your Google Business Profile (GBP). Formerly known as Google My Business, this free platform is a powerful lead generation machine — when optimized correctly.
In this guide, we’ll walk through how real estate professionals can use GBP to rank locally, attract more leads, and improve trust with both Google and potential clients.
What is Google Business Profile?
Your Google Business Profile is the box that shows up on the right-hand side of search results when someone Googles your name, agency, or related keywords. It includes:
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Business name
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Reviews
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Address
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Phone number
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Photos
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Business hours
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Website link
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And more
It also plays a critical role in appearing in the “Map Pack” — the top 3 local listings that dominate the screen in local searches.
For those doing local SEO for real estate agents, GBP optimization is a core tactic. Why? Because local leads searching for an agent or brokerage are most likely to click a map listing before they scroll to traditional websites.
Step 1: Claim and Verify Your Listing
Before anything else, you need to claim your business listing. If your profile already exists, request access and verify ownership. If not, create a new one from scratch.
Use the exact same name, address, and phone number (NAP) you use across your website and other directories. Consistency matters in seo for real estate companies.
Step 2: Optimize Every Section of Your Profile
This is where most agents drop the ball. A half-filled Google profile won’t get you far. Here’s how to fill it out properly:
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Business Category: Use “Real Estate Agent” or “Real Estate Agency” as your primary. Add secondary ones like “Property Management Company” if relevant.
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Business Description: Write a 750-character description that includes location terms and keywords like real estate seo expert or “buying homes in [City]”.
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Services: Add services such as “Buyer’s Agent,” “Seller Representation,” “Property Listings,” etc.
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Photos: Add high-quality photos of your team, listings, neighborhood highlights, and your office.
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Hours: Be realistic but present. Even if you take appointments by request, display a consistent schedule.
The more complete your profile, the more trustworthy Google considers your business — which helps boost your rankings.
Step 3: Post Weekly Updates
Google allows you to post updates — and most agents don’t use this feature. Regular posting keeps your profile active and helps signal relevance.
Post about:
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New listings
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Open houses
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Sold homes
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Local market tips
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Team news
Each post can include a CTA, like “Call Now” or “Learn More,” linking back to your website. This drives more clicks, impressions, and potential leads.
It also reinforces your real estate website seo strategy by getting people to land on targeted internal pages.
Step 4: Collect and Respond to Reviews
Online reviews are one of the strongest local ranking factors. They influence both Google rankings and buyer/seller trust.
How to get more reviews:
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Ask happy clients right after a closing
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Send a follow-up email with a direct review link
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Use a QR code on your business card or signage
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Offer a simple incentive (e.g., monthly gift card draw)
Be sure to respond to every review, good or bad. Google tracks engagement on your profile, and public responses show potential clients that you care.
Step 5: Leverage Q&A Section
The Q&A section allows anyone to ask a question — and for you to answer publicly. This is your chance to showcase expertise while including relevant seo real estate keywords.
Pre-load it with common questions such as:
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“What areas do you serve?”
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“Do you work with first-time buyers?”
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“What’s your commission structure?”
Answering with clarity (and keywords) helps build trust and improves your visibility for question-based searches.
Step 6: Track Insights and Performance
Inside your Google Business Profile dashboard, you’ll find “Insights.” These show:
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How people found your listing
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What they searched
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How many called or clicked
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Where they came from geographically
This data is gold for shaping your real estate seo strategy. You can identify which search terms drive results and create blog content or service pages around them.
Conclusion: GBP is Your Local SEO Power Tool
Don’t underestimate your Google Business Profile. When optimized fully and maintained regularly, it acts like a second website — one that ranks at the top of local searches.
If you’re investing in real estate SEO services, your agency should be optimizing this asset for you. If not, you’re leaving money — and local leads — on the table.
The competition in real estate is fierce. Smart professionals leverage every tool possible to stay visible, credible, and connected to their local audience.
