Google Business Profile for real estate agents: rank higher locally

When a homeowner searches for "real estate agents near me" or "real estate agents in [suburb]", Google often shows a map with a short list of local businesses above the standard results. To appear there, your agency needs a complete, verified Google Business Profile (the product formerly called Google My Business), good reviews and accurate details.

You cannot pay for a better local ranking. Google says so directly. What you can do is give it clear signals and keep the profile current. This guide covers what matters and a checklist you can finish this week.

How Google decides who shows up

Google says local results are based mainly on three things.

• Relevance: how well your profile matches what the person searched for. Complete, detailed information helps.
• Distance: how far your business is from the searcher, or from the area they typed in.
• Prominence: how well known you are, which Google says is based partly on reviews and how many websites link to you.

You cannot change distance, but you can work on the other two. That is why completeness, reviews and a strong website all matter.

Step 1: complete and verify your profile

Incomplete profiles give Google less to work with, and Google says inaccurate information can stop your profile from showing for relevant nearby searches. Set aside an hour and check every field.

• Verify the profile. Google says verified businesses are more likely to appear in results.
• Choose the right primary category. Pick the one that best describes your main business, then add secondary categories only where they are accurate.
• Add your address, phone number and website. Make sure they match your website and other listings exactly.
• Set opening hours including any special hours for public holidays.
• Add the areas you serve if you work across several suburbs.
• Write a clear description. Say who you help, where and what makes your agency different, without stuffing in keywords.
• Upload real photos. Use the team, the office, recent campaigns and the local area rather than stock images.

Keep your name, address and phone number consistent everywhere they appear. Our guide to Apple Business Connect covers another listing worth claiming at the same time.

Step 2: build a steady stream of reviews

Google lists reviews as part of how prominent a business is. They also help the person reading to decide whether to call you, which is the whole point.

How to ask

• Ask at the right moment, such as straight after a successful settlement or a smooth management handover.
• Send a direct link to your review form by SMS or email. Making it one tap removes most of the friction.
• Give the agent or team a simple script so asking becomes routine.

What to encourage

Specific reviews are more persuasive than general ones. A client who mentions the suburb and what the agent actually did gives future readers real information. You can gently suggest it, for example "if you can, mention the suburb and what stood out", but never write the review for them or hand them wording.

What to avoid

• Do not offer discounts, gifts or other incentives in exchange for reviews.
• Do not ask only your happiest clients and skip the rest. Ask everyone.
• Do not buy or write fake reviews. They breach Google's policies and damage trust if spotted.

Reply to every review, positive or negative. Google recommends responding, and a calm, professional reply to a poor review often says more about you than the review does.

Step 3: post updates on a schedule

Business Profile lets you publish updates that appear on your profile. Google does not say posts directly improve your ranking, so do not expect a jump from posting alone. They are still worth doing because they keep the profile current and give a searcher something useful to see.

Good post ideas include:

• A recent sale or new listing with the suburb in the text.
• A short local market update, linking to the full version on your website.
• A standout client review, with permission.
• An upcoming open home or event.

Plan a fortnightly rhythm you can maintain. Our organic social media schedule shows how to fit this into a regular content routine.

Step 4: support the profile with your website

Prominence is partly about the wider web. A fast website with clear suburb pages, an obvious contact path and consistent business details gives Google more evidence that you are relevant to the areas you serve. Our post on four ways to improve your SEO ranking covers the website side.

A note on individual agent profiles

Many agencies ask whether each agent should have their own profile. Google has specific guidelines about when individual practitioners can have a separate listing and how to avoid duplicates, so read the current rules before you create any. A duplicate or ineligible profile can cause suspensions and confusion.

Your 30-minute checklist

1. Confirm the profile is verified and the name, address, phone and hours are correct.
2. Check the primary category and the description.
3. Upload five recent, real photos.
4. Send a review request to your last five happy clients.
5. Reply to any reviews you have not answered.
6. Publish one post with a link to a relevant page on your website.

Next steps

Local visibility compounds. A complete profile, a steady flow of reviews and a website that backs them up all reinforce each other. If you would like help with your local search presence, you can talk to the Lead Fleet team. Whatever you change, check your search results and enquiries a month later to see what moved.