The Importance of Google Business Profiles for Estate Agents

Learn why Google Business Profiles are vital for estate agents, helping improve local visibility, build trust and drive enquiries from buyers and sellers.

At Lillian Purge, we specialise in SEO for Estate Agents and outline the importance of Google Business Profiles for estate agents.

In today’s property market, first impressions often happen online. When someone searches for “estate agents near me” or “houses for sale in Bedford,” the results that appear on Google Maps and in the local listings are powered by Google Business Profiles. For estate agents, this tool is one of the most powerful and cost-effective ways to attract local clients, improve brand visibility, and compete effectively in your area.

This article explains why Google Business Profiles are vital for estate agents, how they influence SEO performance, and what steps you can take to optimise yours for maximum results.

What Is a Google Business Profile?

A Google Business Profile (formerly Google My Business) is a free listing that allows your agency to appear in local Google searches and on Google Maps. It displays key information such as your business name, address, phone number, opening hours, website, photos, and customer reviews.

When people search for estate agents or property services nearby, these listings often appear above traditional website results, making them one of the most visible digital assets an estate agent can have.

Why Google Business Profiles Matter for Estate Agents

1. Increased Local Visibility

Estate agency is a local business by nature. Homeowners and buyers want to deal with agents in their area, so Google prioritises local results. A well-optimised Business Profile ensures your agency appears in the “Local Pack” — the map and three listings displayed at the top of local search results.

2. Builds Trust and Credibility

Your Google Business Profile acts as your agency’s digital shopfront. It’s often the first thing potential clients see before visiting your website or office. Having accurate information, professional photos, and positive reviews helps build immediate trust and credibility.

3. Drives More Enquiries and Viewings

A complete and active profile makes it easy for potential clients to contact you directly. With one click, they can call your office, request directions, or visit your website. Many users will never scroll further if your listing answers their needs.

4. Enhances SEO Performance

Google uses Business Profile information to determine which businesses are most relevant for local searches. Regular updates, photos, and reviews help your listing stay active, which in turn boosts your ranking. The more engagement your profile receives, the more visibility it gains.

5. Encourages Client Reviews and Feedback

Customer reviews play a huge role in the property industry. Positive feedback not only improves your reputation but also signals trustworthiness to both Google and potential clients. Encouraging satisfied buyers and sellers to leave reviews can dramatically improve your profile’s performance.

Key Elements of an Effective Google Business Profile

To make the most of your profile, it must be complete, accurate, and regularly maintained.

Business Information

Include your full business name, address, and phone number exactly as they appear on your website and other online directories. Consistency across platforms is essential for local SEO.

Categories and Services

Select the most relevant category such as “Estate Agent,” “Letting Agent,” or “Property Management Company.” You can also add secondary categories if your agency offers specialised services like commercial lettings or valuations.

Photos and Videos

High-quality visuals attract attention. Upload professional photos of your office, team, and listed properties. Regularly updating your gallery shows Google that your business is active and helps clients visualise who they’ll be dealing with.

Reviews and Responses

Ask happy clients to share their experiences. Always respond to reviews—thank clients for positive feedback and address any concerns politely and professionally. This engagement signals to Google that you’re active and customer-focused.

Posts and Updates

Use Google Posts to share new listings, property market insights, or community news. These short updates appear directly in your listing and encourage engagement, improving your ranking.

How Google Business Profiles Help Estate Agents Compete Locally

Local competition among estate agents can be fierce. A strong Business Profile can make the difference between showing up in top map results or being buried below competitors.

Google’s algorithm considers three main factors when ranking local listings:

  • Relevance: How well your profile matches a user’s search.

  • Distance: How close your business is to the searcher’s location.

  • Prominence: How well-known and active your business appears online.

Optimising your profile strengthens all three factors. Regular updates, customer reviews, and keyword-rich descriptions improve relevance and prominence, while accurate contact details ensure your agency appears in local searches for the areas you serve.

Common Mistakes Estate Agents Make

Incomplete Profiles

Many estate agents fail to complete all available fields, missing opportunities to appear in more searches. Always include full contact details, opening hours, and service descriptions.

Ignoring Reviews

Leaving reviews unanswered can harm your reputation. Responding to every review, even the negative ones, demonstrates professionalism and care.

Not Posting Regularly

Inactive profiles can slip down the rankings. Posting updates and new photos once a week keeps your listing fresh and signals activity to Google.

Using Generic Photos

Stock images can make your agency look impersonal. Always use real photos of your team and properties to build trust and authenticity.

Advanced Tips for Maximising Results

  1. Add Service Areas: List all locations you serve to increase your visibility in nearby searches.

  2. Incorporate Keywords: Use natural language in your business description such as “property sales in Milton Keynes” or “Bedford lettings specialists.”

  3. Link to Landing Pages: Include URLs that direct users to relevant service or area pages on your website.

  4. Use Messaging: Enable the chat feature so potential clients can message you directly through Google.

  5. Monitor Insights: Check the analytics within your profile to see how clients find you, what actions they take, and which keywords trigger your listing.

How Google Business Profiles Support Estate Agent SEO

Your Google Business Profile and website should work hand in hand. When your profile is optimised, it drives traffic to your website, while your website reinforces credibility with consistent information and strong content.

Local backlinks, directory listings, and on-page SEO (such as area-specific landing pages) all support your Business Profile ranking. Google looks for alignment between these elements to determine trustworthiness and authority.

Expert Advice from Lillian Purge

  1. Keep it consistent. Ensure your name, address, and phone number match across all online listings.

  2. Stay active. Regular updates and engagement show Google your business is credible and current.

  3. Focus on reviews. Encourage clients to leave feedback and respond promptly.

  4. Integrate your strategy. Combine your Business Profile with local SEO and content marketing for best results.

  5. Monitor progress. Use insights to see what’s working and refine your approach.

A Google Business Profile is more than an online listing—it’s a powerful local marketing tool that connects your agency directly with property buyers and sellers in your area. By keeping it optimised, engaging, and up to date, estate agents can achieve better visibility, build trust, and generate consistent enquiries.

You may find further guidance in The future of SEO in the property industry and The role of online reviews in estate agent SEO rankings, along with the Estate Agents Hub.