When potential clients search for real estate agents in their area, Google Business Profile significantly influences who they discover. Despite the dominance of property portals for property search, Google remains where people search for agents and agencies.

Optimising your Google Business Profile drives local enquiries. Here’s how.

Why Google Business Profile Matters

Google Business Profile (formerly Google My Business) affects local discovery in several ways.

Local search results: When someone searches “real estate agent [suburb],” Google Business Profiles determine who appears in the local pack—the map-based results that dominate mobile searches.

Maps integration: People using Google Maps to explore areas see nearby businesses, including real estate agencies.

Review aggregation: Google Reviews often appear first when people research agents. Your review profile shapes first impressions.

Business information: Hours, contact details, and basic information appear directly in search results when your profile is optimised.

For local businesses like real estate agencies, Google Business Profile visibility directly affects enquiry volume.

Profile Optimisation Essentials

Basic optimisation establishes foundation.

Complete all fields: Business name, address, phone, website, hours, service area—complete everything. Incomplete profiles underperform.

Category selection: Choose “Real estate agency” as primary category. Add secondary categories like “Real estate agent” if applicable.

Service area definition: Accurately define the suburbs and areas you serve. This affects which local searches show your profile.

Photos and media: Add quality photos of your office, team, and work. Profiles with photos receive significantly more engagement.

Business description: Write a compelling description including relevant keywords naturally. Don’t keyword stuff, but don’t ignore searchable terms either.

Review Strategy

Reviews significantly impact profile performance and prospect decisions.

Quantity matters: More reviews signal established business. Aim to consistently accumulate reviews over time.

Quality matters: High ratings obviously help, but mixed reviews with thoughtful responses can demonstrate authenticity.

Recency matters: Recent reviews carry more weight than old ones. Consistent review acquisition beats one-time campaigns.

Response matters: Respond to all reviews—positive and negative. Responses demonstrate engagement and professionalism.

Ask appropriately: Request reviews from satisfied clients. Make the process easy with direct links. Don’t incentivise reviews inappropriately.

Post Activity

Google Business Profile supports posts that appear in your profile.

Use posts for:

• New listings announcements
• Market updates
• Office news and achievements
• Community involvement
• Property tips and insights

Post frequency: Aim for at least weekly posts. Consistent activity signals active business.

Include calls to action: Posts can include buttons for calls, website visits, or enquiries.

Q&A Management

The Q&A feature allows potential clients to ask questions publicly.

Monitor questions: Receive notifications for new questions and respond promptly.

Seed common questions: Pre-populate common questions with helpful answers. This provides useful information while controlling narrative.

Address concerns directly: If questions raise concerns, address them professionally and thoroughly.

Analytics and Insights

Google Business Profile provides analytics worth monitoring.

Track:

• How customers find your profile (search vs. maps)
• What actions they take (call, website, directions)
• Search queries that surface your profile
• Photo views and engagement

Use insights to:

• Understand how clients discover you
• Identify search terms to target
• Evaluate profile performance over time
• Inform content and optimisation decisions

Common Mistakes

Avoid these profile management errors.

Inconsistent information: Ensure name, address, and phone are identical across Google and all other online presences.

Neglecting updates: Outdated information—wrong hours, old photos, departed staff—undermines credibility.

Ignoring reviews: Unresponded reviews, especially negative ones, suggest disengagement.

Keyword manipulation: Stuffing business name with keywords violates guidelines and risks penalties.

Inactive profiles: Profiles without posts or updates appear abandoned.

Integration with Overall Digital Strategy

Google Business Profile works alongside other digital presence elements.

Website: Ensure website and profile information align. Link appropriately.

Social media: Coordinate messaging and branding across platforms.

Property portals: Google profile complements rather than replaces portal presence.

Review platforms: Monitor reviews across platforms, not just Google.

Consistent, professional presence across all channels reinforces credibility.

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Linda Powers advises agencies on digital presence strategy, including local search optimisation that drives enquiries from buyers and sellers in their service areas.