Google Business Pages 101 for Real Estate Agents

As a real estate agent in 2022, it’s incredibly important that potential and current clients can find you on the internet. In fact, it’s a non-negotiable for your business to succeed. Luckily, there are tons of tips and tricks you can use to make sure you show up when someone is searching for a Realtor (or searching for you specifically). This is called Search Engine Optimization (SEO). 

Before you dive into the nitty gritty of SEO, it’s best to tackle the lowest hanging fruit: setting up a Google Business Page. There’s truly no downside to going through this simple process. It’s free to set up. It’s quick. It’s effective. In this article, we’ll explain exactly how to set up your page (and make it as impactful as possible), but first let’s start with what exactly you are building.

What is a Google Business Page

A Google Business Page is essentially a modern day Yellow Pages listing, but on the biggest search engine on the internet: Google. By listing your business with Google directly, you are providing them with your information and proof that your business exists. Then, Google can make sure that you are searchable in the right context. For example, if someone were to search “your name + your city,” your Google Business page would show up at the very top of the results on the right hand side. 

What is included on your Google Business Page? You’ll provide the basics of your business, like your phone number, address, hours of operation, and website. You can also include photos, reviews, a description, and updates. The more you include and update your page, the more Google is likely to reward you by making sure you show up in search results. They want to know that you are an active thriving business, and updating your page is a great way to show that.

Why create a Google Business Page

Not only will a Google Business Page help you appear in search results, but it will give you control of your business’s narrative. While you cannot control what websites Google shows and when, you can make sure that your Google Business Page is reflecting accurate, up-to-date information. For example, when someone searches your name, a website reflecting an old career or previous brokerage with an outdated phone number may show up. There’s little you can do about that short of contacting the owner of that website. But if your Google Business Page is updated, you know clients will still have easy access to the latest, most accurate information.

How to set up a Google Business Page

To set up your Google Business Page, follow the simple instructions below. 

1. Create your Google Business page by clicking here to get started.
2. You will need a Google account to sign up — so create one if you don’t yet have one.
3. It’s time to verify your business! Google wants to make sure you are a real business so will offer a few ways to verify that you are legitimate, including text, phone, or postcard. This process can take a few weeks, so be patient and start as soon as possible.
4. Once you’ve been verified, you’ll want to add all pertinent information to your page. Here are some areas to focus on:
1. Business Name: Remember to keep your business name consistent across all your websites and profiles so Google recognizes you are one business when someone is searching for you or a local agent.
2. Address
3. Areas You Serve: It goes without saying that this is essential! Add any areas where you are currently working or trying to work in.
4. Phone Number: If you don’t want to add your personal number, it may be helpful to set up a Google Voice account (or another service) that redirects to your phone.
5. Operating Hours: Be realistic and list time slots in which you will be likely to answer a call.
6. Website
7. Description: Make sure to hit on “keywords” here based on the type of client you want to represent. For example, if you are truly working in a luxury market, include the term “luxury.” This is also a chance to mention the geographic areas in which you specialize.
8. Photos: At the minimum, you’ll want to add your headshot to your page so potential clients can easily match a face to a name. It can be helpful to also add additional photos to your profile. Consider photos of yourself at an open house, with a just sold sign, etc. The more photos you add, the more people will recognize you and will be more likely to contact you.
9. Logo
10. Reviews: It’s fantastic to collect your own testimonials directly from clients, but when clients post directly to Google, there is an extra layer of legitimacy added. This is the kind of social proof that can attract new leads so we encourage you to link past clients directly to your page!
11. Posts + Frequently Asked Questions: To further improve your page, consider posting updates or including frequently asked questions.
12. Offers  

Optimizing your Google Business Page for real estate

If you’ve learned anything from this article, it’s that every real estate agent should take the time to set up a Google Business Page. But it’s also just as important that you keep your page updated as often as possible. Send clients to your page to leave reviews, add photos regularly, and consider adding offers and updates when you can. It’s easy to deprioritize Google in favor of updating your Instagram or Facebook, but there are a lot of benefits to prioritizing Google. Although you might not get the instant gratification of “likes” and “shares,” you may notice more cold leads reaching out over time and clients finding you via search. That can be incredibly impactful! Above all, you always want to make sure your accurate contact information is available online, so take the initiative and get your page started today.

About the Author

Katy Peer writes about all things content, marketing, and real estate branding. She is the Head of Content Marketing for SellWell, lead editor for The Well, and a former copywriter and senior editor for a spattering of tech and media brands. Find her articles on social media, writing agent bios, and more here on The Well.