How to Optimize Your Google Business Profile as a Real Estate Agent

By Emily Wyatt, Fractional Marketing Partner for Real Estate Agents

Most real estate agents think they have a marketing problem. If you still know it as Google My Business, same tool, new name — Google rebranded it to Google Business Profile in 2022, but the strategy behind it has evolved even more than the name. What they actually have is a visibility problem. You can post on Instagram every day, pay for leads, and have a beautiful website, but if someone Googles “real estate agent near me” and you don’t show up, you are functionally invisible.

Your Google Business Profile (GBP) is the single most powerful tool you have for capturing local, high-intent search traffic. It’s not a digital business card; it’s a local search engine that works for you 24/7. Optimizing it correctly is the difference between getting calls from motivated locals and being completely outranked by the agent down the street.

This is the definitive, step-by-step guide to optimizing your Google Business Profile for real estate in 2026. No fluff, no generic advice—just the strategic process I use to make my clients the most findable agents in their market.

Why Your Google Business Profile Matters More Than Your Website Right Now

Social media builds familiarity, but Google captures intent. Someone scrolling Instagram might like your post. Someone Googling “realtor in Raleigh NC” is ready to act. This is why Google traffic converts differently and why agents who dominate local search don’t feel the same pressure to constantly chase leads.

Your Google Business Profile is where trust is decided before a conversation ever happens. It’s your digital storefront, review hub, and service menu all in one, and it’s the first impression most prospects will have of your business.

Step 1: Claim and Verify Your Profile

Before you can optimize, you must have control. If you haven’t already, go to google.com/business to claim or create your profile. Verification is typically done via a postcard sent to your business address to confirm your location, though Google sometimes offers phone or email verification. This step is non-negotiable.

Step 2: Choose the Right Primary and Secondary Categories

This is one of the most critical ranking factors and where most agents make their first mistake. Your Primary Category must be Real Estate Agent. Not “Real Estate Agency” (unless you are a brokerage), not “Real Estate,” but the specific practitioner category.

Where you gain an edge is in your Secondary Categories. These tell Google about the full scope of your expertise. Add every relevant category, such as:

•Real Estate Agency

•Real Estate Consultant

•Real Estate Appraiser

•Commercial Real Estate Agency

•Real Estate Rental Agency

•Property Management Company

Choosing the right categories is a direct signal to Google about which searches your profile is qualified to rank for. Don’t skip this.

Step 3: Write a Keyword-Rich Business Description

Your business description is 750 characters of prime SEO real estate. Do not waste it on fluffy brand statements. Write a clear, concise, and keyword-rich summary of who you help, where you help them, and what you specialize in.

Use this template:

[Your Name/Team Name] is a [primary specialty, e.g., top-producing real estate agent] serving [City, State] and the surrounding [Region, e.g., Triangle area]. We specialize in [niche 1, e.g., helping first-time homebuyers], [niche 2, e.g., luxury listings], and [niche 3, e.g., relocation services to Raleigh]. With over [X] years of experience and a commitment to [your value proposition, e.g., data-driven marketing and client education], we guide our clients through every step of the buying and selling process. Contact us for a no-pressure consultation.

This structure tells Google your location, your specialties, and your value, all while using the natural language your clients use in search.

Step 4: Build Out Your Services and Products Sections

This is the area most agents ignore, and it’s a massive missed opportunity. It’s how you turn your profile from a simple listing into an interactive service menu.

•Services Section: Add every single service you offer with a detailed description. Don’t just list “Buyer Representation.” Create entries for “First-Time Homebuyer Consultation,” “Seller Listing Services,” “Relocation Services,” “Local Market Analysis,” and “Luxury Property Marketing.” For each service, write a 300-character description explaining the value and what’s included.

•Products Section: This is not just for e-commerce. Use the Products section to feature your listings, lead magnets, or core services. Create a “product” for each of your current listings with high-quality photos and a link to the listing page. Create another “product” for your “Free Relocation Guide” that links to a landing page. This gives users a direct, visual path to your most valuable content.

Step 5: Set Up Your Service Areas Strategically

Your service areas tell Google your geographic footprint. Be specific. Instead of just listing “Raleigh, NC,” add the specific neighborhoods you specialize in (e.g., “North Hills,” “Oakwood,” “Brier Creek”). If you serve multiple towns, list them all. The more specific your service areas, the more likely you are to show up in hyperlocal searches like “realtor in North Hills Raleigh.”

Step 6: Add and Maintain High-Quality Photos

Photos are a trust signal and a ranking factor. A profile with a robust, frequently updated photo library will always outperform a barren one. Your goal is to have at least 10-15 high-quality images across these categories:

•Profile Photo: A professional, high-resolution headshot.

•Cover Photo: A branded image or a stunning shot of a local landmark or property.

•Listing Photos: Interior and exterior shots of your best current or sold properties.

•Team Photos: Professional shots of you and your team.

•Community Photos: Pictures you’ve taken of local parks, restaurants, and neighborhoods to establish local authority.

Name your image files with relevant keywords before uploading (e.g., raleigh-nc-real-estate-agent-emily-wyatt.jpg).

Step 7: Create a Weekly Google Post Strategy

Google Posts are mini-blog posts that appear directly on your profile. They expire every seven days, so consistency is key. A weekly posting cadence keeps your profile active, which Google rewards. Use these post types:

•What’s New: Share market updates, new blog posts, or community news.

•Offers: Promote a free home valuation, a new lead magnet, or a consultation offer.

•Events: Announce open houses, webinars, or community events you’re hosting.

Rotate through these themes weekly to keep your content fresh and engaging.

Step 8: Build a Review Strategy That Compounds

Reviews are the engine of local SEO. They provide social proof and are a top-three ranking factor. Your strategy should have two parts:

1.Acquisition: The best time to ask for a review is right after a successful closing. Send a direct link to your GBP review form in your follow-up email. Make it as easy as possible for happy clients to share their experience.

2.Response: Respond to every single review—positive and negative. For positive reviews, thank the client by name and mention a specific detail from your work together. For negative reviews, respond professionally, take the conversation offline, and show that you are committed to resolving issues. Your responses are visible to all future prospects.

Step 9: Use the Q&A Section Proactively

Don’t wait for people to ask questions; load the Q&A section yourself with the questions you get asked most often. This is your chance to control the narrative and overcome objections before they even arise.

Click “Ask a question” on your own profile and then answer it from your business account. Add 5-10 of your most frequently asked questions, such as:

•“What are your commission rates?”

•“How do you market your listings?”

•“Do you work with first-time homebuyers?”

•“What areas do you serve?”

Step 10: Align Your GBP with Your Website and Citations

Consistency is currency for Google. Your business name, address, and phone number (NAP) must be identical across your Google Business Profile, your website, and other online directories (like Yelp, Zillow, Realtor.com). Any inconsistency erodes Google’s trust in your data and can harm your rankings.

Ensure the website URL on your GBP links to your homepage and that your homepage clearly displays your NAP information in the footer.

Step 11: Track What Is Working with GBP Insights

Your GBP Insights dashboard is a goldmine of data. Pay attention to:

•How users searched for your business: Are they finding you through branded search (your name) or discovery search (e.g., “realtor near me”)? An increase in discovery searches means your optimization is working.

•Where users view your business on Google: Maps or Search?

•User actions: Are they calling you, visiting your website, or requesting directions? This tells you what your most valuable conversion actions are.

Check your insights monthly to understand what’s working and where to focus your efforts.

What Most Agents Get Wrong (And What to Fix First)

Having audited hundreds of real estate agent profiles, I see the same mistakes over and over:

1.Incorrect Primary Category: Choosing “Real Estate Agency” instead of “Real Estate Agent.”

2.Empty Services Section: Failing to detail their service offerings.

3.No Posting Strategy: Letting the profile sit dormant for months.

4.Ignoring Reviews: Not responding to reviews, leaving social proof on the table.

5.Generic Description: Wasting the 750-character description on fluff.

Fixing these five things will put you ahead of 90% of your competition.

When to DIY vs. When to Hire a GBP Expert

You can and should handle the basics of your profile yourself—responding to reviews, uploading photos, and creating weekly posts are all manageable tasks. However, the initial strategic setup and deep optimization—category selection, service build-out, keyword strategy, and citation alignment—is where professional expertise makes a significant difference.

If your profile is set up correctly, you can maintain it in about 30 minutes a week. If you’re not sure whether your foundation is solid, that’s when an audit is the best investment you can make.

Want a personalized review of your Google Business Profile? My Google Visibility Audit provides a prioritized action plan to fix what’s holding your rankings back. It’s a one-time fee, and if you move forward with my optimization services, the audit cost is credited back to you.

Frequently Asked Questions

(H3) How often should a real estate agent post on Google Business Profile?

A real estate agent should post on their Google Business Profile at least once a week. Google Posts expire every seven days, so a weekly cadence ensures your profile remains active, which is a positive signal to Google’s ranking algorithm. A consistent strategy involves rotating through post types like market updates, new listings, open house announcements, and real estate tips.

What is the best primary category for a Realtor on Google Business Profile?

The best and correct primary category for an individual Realtor on Google Business Profile is “Real Estate Agent.” If you are a brokerage, you should use “Real Estate Agency.” Using the correct practitioner-level category is critical for showing up in the right local searches.

Do Google Business Profile reviews affect local search rankings?

Yes, absolutely. The quantity, quality (star rating), and frequency of your Google reviews are among the most important ranking factors for local search. Google uses reviews as a strong signal of a business’s authority and trustworthiness. Furthermore, responding to reviews also appears to be a positive ranking signal.

Can I optimize my Google Business Profile myself or do I need to hire someone?

You can perform many basic optimization tasks yourself, such as completing your profile information, uploading photos, creating weekly posts, and responding to reviews. However, strategic optimization—including advanced category selection, building out services and products, local keyword strategy, and ensuring NAP consistency across all online directories—often requires expertise. A good approach is to hire a professional for an initial audit and strategic setup, then handle the weekly maintenance yourself.

How long does it take to see results from Google Business Profile optimization?

While some changes can have an immediate impact (like correcting an inaccurate business name or phone number), most significant results from Google Business Profile optimization take time to materialize. You can typically expect to see noticeable movement in your local search rankings and an increase in profile views and actions (calls, website clicks) within 30 to 90 days of implementing a consistent optimization and posting strategy.