Why a Google Business Profile Matters for Local Visibility
Realtors who appear in the local map pack and knowledge panel gain direct exposure to buyers and sellers searching near their service areas. A complete profile supplies Google with structured data that influences ranking in local results. Incomplete profiles often rank below competitors that provide full address, category, photo, and review data. For more detail, see Local SEO Checklist for Real Estate Agents.
Claiming or Creating the Profile
Search for your brokerage or personal brand in Google Maps or via business.google.com. If a listing exists, request ownership through the verification process. New profiles require selection of the correct primary category, such as "Real estate agent" or "Real estate agency." Secondary categories like "Property management company" can be added only when they accurately describe services. For more detail, see Neighborhood Pages for SEO: Structure & Examples.
Verification typically occurs by postcard to the listed address, phone call, or email. Use the exact address that matches your website footer and other directories to avoid suspension risks.
Core Information Fields
Business Name, Address, and Phone
Enter the legal business name without marketing slogans. The service area should list neighborhoods or ZIP codes where you actively close transactions rather than an arbitrary radius. NAP consistency across the site, schema, and directories reduces the chance of duplicate listings.
Categories and Attributes
Primary category selection carries the most weight. Choose "Real estate agent" first. Add attributes such as "Women-owned," "LGBTQ+ friendly," or "Online appointments" only when they match documented operations. These attributes appear in filters and can improve click-through from relevant searches.
Description
Write a 750-character description that includes the main service area and transaction types without keyword stuffing. Example phrasing: "Specializing in single-family homes in [Neighborhood] and surrounding communities since 2015." Update the description quarterly to reflect current inventory focus.
Photos, Videos, and Virtual Tours
Upload at least 20 high-resolution images covering exterior signage, interior listings, team headshots, and neighborhood landmarks. Add new photos of closed properties monthly. Include 360-degree virtual tours when available; these increase time-on-profile metrics that Google uses as quality signals.
Posts and Product Updates
Create posts for open houses, new listings, and market reports at least twice per week. Each post should contain a clear call-to-action and a link to a dedicated landing page rather than the homepage. Use the "Offer" post type for buyer or seller consultations with specific time windows.
Review Management
Respond to every review within 48 hours using a professional tone. Positive reviews should acknowledge specific details mentioned by the client. Negative reviews require a factual reply that offers to continue the conversation offline. Pair this workflow with ethical review request scripts detailed in the Review Generation for Realtors (Ethical Scripts) guide.
Insights and Performance Tracking
Review the Insights tab monthly for search queries, views, and actions such as website clicks or direction requests. Compare quarter-over-quarter changes in "How customers search for your business" to identify emerging neighborhood terms worth targeting on the site.
Integration with Website and Broader Local SEO
Embed the Google Maps iframe on contact and neighborhood pages. Ensure the LocalBusiness schema on the website mirrors the GBP categories and address. For a full checklist of on-page and citation tasks, refer to the Local SEO Checklist for Real Estate Agents. Neighborhood-specific pages can further reinforce the service-area data listed in the profile; see examples in Neighborhood Pages for SEO: Structure & Examples.
Common Maintenance Tasks
- Audit photo freshness every 30 days.
- Re-verify the listing if the address or phone number changes.
- Remove outdated posts older than 90 days.
- Monitor for duplicate listings created by aggregators.
FAQ
How long does verification usually take?
Postcard delivery averages 7–14 business days. Phone or email verification, when offered, completes in minutes.
Should I list a home address if I work from a residential office?
Use a virtual mailbox or brokerage office address that matches public records to maintain compliance with Google’s policies.
Can multiple agents share one profile?
No. Each agent should maintain a separate profile under their own name while linking to the brokerage as the legal entity.
How does GBP data affect schema implementation?
Category and attribute choices in the profile should match the LocalBusiness and FAQ schema deployed on the website for consistent entity signals.