Google Business Profile Optimization for Realtors: The Complete Guide

realtor gaining a listing because he optimized his google business profile

If you’re a real estate agent looking to attract more sellers and buyers in your local market, your Google Business Profile (formerly Google My Business) is one of the most powerful free tools you can use. In fact, mastering Google Business Profile optimization can make the difference between being invisible online and becoming the go-to agent in your neighborhood.

Think about it. When someone searches “realtor near me” or “best real estate agent in [your city],” where do they look? They don’t scroll through page three of search results. They click on the top three listings in the map pack, and that’s exactly where you want to be.

Let’s break down everything you need to know to dominate local searches and turn your Google Business Profile into a client-generating machine.

Why Google Business Profile Matters More Than Ever

Over 90% of real estate transactions start with an online search. Buyers and sellers are not just searching for homes; they’re also researching the agents they want to work with. Your profile is often the first impression they get.

According to BrightLocal, 68% of people contact a business directly from search results without even visiting the website first. That means your profile has to be irresistible at a glance.

Yes, having a professional website is crucial (we’ve explained this in detail in Why Your Website Matters More Than Zillow in 2025). But your Google Business Profile is like the billboard that points people toward your website. If you optimize both, you create a powerful one-two punch.

Step 1: Claim and Verify Your Profile

It sounds obvious, but many agents still haven’t claimed their profile or fully verified it. Here’s how:

  1. Go to Google Maps and search your name or business name.

  2. If it exists, claim it. If not, create a new one.

  3. Complete the verification process (mail, phone, or email).

Without verification, you can’t control how you show up in search results. And if you don’t claim your profile, someone else might (yes, it happens).

Step 2: Perfect Your Business Information

This is where consistency is key. Realtors often make the mistake of listing different addresses, phone numbers, or business names across platforms. Google hates inconsistency, and it hurts your rankings.

Checklist:

  • Business Name: Use your full name + “Realtor” or your team name.

  • Address: Make sure it matches your brokerage office or service area.

  • Phone: Use a number you actually answer. (No dead lines or call trees if you can help it.)

  • Website: Link directly to your personal realtor site, not just your brokerage.

  • Hours: Be realistic, but make sure you cover common client call times (evenings and weekends).

This also ties into what we covered in real estate website trust signals — consistency builds credibility.

Step 3: Craft a Compelling Business Description

Your business description is your mini elevator pitch. Too many realtors waste this space with generic lines like “Helping buyers and sellers in [city].”

Instead, focus on:

  • Who you serve: First-time buyers, luxury sellers, investors

  • Where you serve: Specific neighborhoods or zip codes

  • What makes you unique: Negotiation expertise, fast closings, luxury marketing

Example:
“I help homeowners in Austin sell their properties for top dollar in under 30 days using advanced digital marketing strategies and a proven negotiation process.”

That’s clear, specific, and shows value. It’s also aligned with the lessons from importance of a clear value proposition — clarity wins.

Step 4: Choose the Right Categories and Attributes

Your primary category should almost always be “Real Estate Agent.” But don’t stop there. Add secondary categories like:

  • Real Estate Consultant

  • Real Estate Agency

  • Property Management Company (if relevant)

Attributes let you highlight unique selling points. For example:

  • “Women-led”

  • “Veteran-owned”

  • “Free consultations”

These small details make you more relatable and approachable.

google business profile guide for realtors

Step 5: Upload Professional Photos and Videos

Profiles with photos get 42% more requests for directions and 35% more click-throughs to websites, according to Google.

For realtors, that means showcasing:

  • Professional headshots

  • Listing photos (with client permission)

  • Neighborhood shots

  • Videos introducing yourself or showing a quick home tour

Make sure your images are optimized. If you’re unsure about sizing, check our guide on the best image sizes for real estate websites.

Pro tip: Upload new photos weekly. Fresh content signals to Google that your profile is active.

Step 6: Collect and Showcase Reviews

Reviews are the backbone of trust. Zillow and Realtor.com thrive on them, but you can own them on Google.

Here’s how to maximize your review strategy:

  • Ask every client for a review before you get to the closing table. Why? Because once they sign that paper. They’re pretty much in the wind. You have a 60% higher chance of getting them to review you before the transaction is done than after. Ask before and thank yourself later.

  • Make it easy with a direct link to your review page.

  • Encourage specific feedback (“She sold our home in 12 days above asking!”).

  • Respond to every review — even the negative ones.

Fun fact: Responding to reviews can increase customer trust by up to 30%. That’s huge in an industry built on relationships. Do not fall into the trap of saying “Thank you for your review! It was nice working with you!” ARE YOU KIDDING ME?

These people most likely just trusted you and spend a huge chunk of money on the biggest decision of their lives, you made 5-10k in commission from the deal, and the best you can say is “Thank you for the review?”

That screams laziness and does not seem personal at all to anyone reading it that doesn’t know you yet. You must stand out!

Make it personal. Make it 3 long paragraphs! Put effort into it. You attract what you are. If you’re lazy on the response or your online presence as a whole – like most realtors – you attract the wrong audience!

For more insights on conversion strategies, see our post on real estate website conversion tips.

Step 7: Post Regular Updates

Google Posts are like mini social media posts for your profile. Use them for:

  • New listings

  • Open houses

  • Market updates

  • Buyer and seller tips

Think of them as micro blog posts. They not only keep your profile fresh but also show potential clients you’re active and engaged in your market.

This works beautifully with content marketing principles we broke down in why realtors need content marketing.

Step 8: Use Q&A to Your Advantage

Most agents ignore the Q&A section, and that’s a big mistake.

You can:

  • Seed common questions clients ask (e.g., “What’s your commission rate?” or “Do you work with first-time buyers?”).

  • Answer them thoroughly with helpful, professional responses.

  • Monitor regularly so no one else posts misleading answers.

Pro tip: Include local keywords naturally in your answers. This helps with SEO.

Step 9: Track Insights and Analytics

Google gives you data on how people find and interact with your profile. Pay attention to:

  • Search queries that triggered your profile

  • How many people called you directly from your profile

  • How many requested directions

  • Photo views compared to competitors

These insights help you fine-tune your strategy. Pair this with website analytics (see our guide on Google Analytics setup for realtors) to get the full picture of your online performance.

Advanced Strategies to Outrank Other Realtors

If you’re serious about dominating local SEO, here are advanced tips:

  • Build citations on directories like Yelp, Realtor.com, and Yellow Pages with consistent NAP (Name, Address, Phone).

  • Get backlinks from local news outlets or community blogs.

  • Cross-promote your Google profile link in your email signature, newsletters, and social media.

  • Use UTMs on your profile link to track leads in Google Analytics.

This is where combining strategies really shines. Pairing GBP optimization with a strong ad campaign (see Facebook ads vs Google ads for realtors) creates a massive competitive edge.

Bringing It All Together

Your Google Business Profile is not just a listing. It’s your digital storefront, your trust builder, and your lead generator all in one. With the right optimization, you can rise above competitors, attract high-value clients, and establish yourself as the authority in your market.

At Digital Dream Homes, we help real estate agents like you take full advantage of tools like GBP while building luxury websites that turn visitors into leads. Combine the two, and you’ll have an unstoppable online presence.

Ready to make it happen? Book a free consultation with us today and let’s transform your online presence into a client-generating powerhouse.

Picture of Matt Pieczarka

Matt Pieczarka

Matt is the founder and CEO of Digital Dream Homes. He loves building websites and working with his clients personally to achieve a common goal. He is currently working on building a CRM that integrates the top two most visited platforms on the planet (Facebook and Google) with lead generation and websites.

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