Guide: How to Setup a Google My Business Profile for Real Estate Agents

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What is a “Google My Business” listing?

A Google Listing, officially known as “Google My Business” by Google. Is one of the most important points of your online presence next to your website. For those who may not know what i’m talking about, your “Google My Business” listing is the little box that comes up in Google when someone searches for your business. It’s also a place where customers can leave reviews, and share photos. If you ever want to rank at the top of Google search organically (without paying for ads), claiming or creating this listing properly is the single most important step.

Why is a “Google My Business” Listing Important?

An optimized “Google my Business” listing, is key to attracting new clients, building trust with potential clients, and building a presence in local search. Your Google listing is the first thing that will come up any time a client searched for your name or office. It’s also a place where past clients can leave reviews/feedback which as a realtor you know is extremely important.  

The “Local 3-Pack”

Now what makes your “Google my Business’ listing so powerful, is that it doesn’t just show up when people search for YOU. It can also be optimized to show up when people search for lets say… “Real estate agents in Chicago”. When people search for something like this on Google, Google decided what the top 3 most relevant results are, and displays them in what is known as the “Local Pack”. Getting your listing into this local pack for key search terms, can add a huge boost to your business.

Google My Business & Local SEO

Optimizing your business and listing to come up in local organic search, is called “Local SEO”. Local SEO involved more than just a perfectly crafted Google listing, other factors are involved such as the quality of your website, frequency of content published around the web such as social media, how many reputable sources link back to your website, and how many directories you are accurately listed on. All of this plays a roll, but if you’re going to do one single thing, pay attention to your Google Listing, it contributes more to Local SEO than any other single factor.

Once your business is found in the local pack, users can click your listing to get an expanded view of your full Google my Business listing on Google maps. This will include all of your reviews, a link to your website, contact information, hours, and more. Take a look below to see what it looks like when we open one of the results from the local pack pictured above.

So it’s quite clear that Google my Business is quite an important part of your online presence. You understand that you need one, and you need to optimize it to perform as well as it possibly can. The goal is to get in front of as many potential clients as possible organically. But the question is how do you do it? How should a real estate agent or brokerage optimize their Google business listing to rank as high as possible in local search? Below we’re going to share some very important tips for both agents and brokers/owners. Follow these tips and you’ll be well on your way to dominating in local search.

Pro Tips – Setting Up Your Google Listing

For Independent Realtors working at a brokerage – i.e ReMax, Royal LePage, Century 21, etc.

These tips are for independent realtors, meaning you’re working at an agency and you want to have your own google listing. Can you do it? Of course, but 90% of real estate agents are doing it wrong, and may eventually be blacklisted because of it.

Before we start sharing tips, please note we’re assuming you already have a Google My Business account. You simply need to log in and make the necessary changes as per our suggestions. But if you have not made yourself a listing yet, you can do so HERE.

You can read Google’s official guidelines here

Tip #1 – Does your brokerage have a listing?

The very first tip is make sure your brokerage or local branch office has its own Google my business listing. It’s imperative to both your success as well as theirs. Talk to your marketing representative and ensure this gets set up. It’s free, and massively important, so no excuse as to why it can’t be done. See below for what a listing looks like for an independent branch office.

Correct: Brokerage Google My Business Profile

Tip #2 – Getting Your Name Correct

By far the biggest mistake realtors make when creating their Google listing is the name. Most of them use something like:  “RE/MAX-John Doe” or “Royal LePage – Chicago – John Doe”. Even “John Doe Real Estate”.

Incorrect Google My Business Setup for Real Estate Agents

Yes, including the name of your brokerage and/or city/province will help you rank in local search. Actually it will help a lot. But in 9 out of 10 cases you will be violating Googles Terms & Conditions. Which means you can be blacklisted never to be found in search again, or have your account permanently deleted/frozen. Both of which are not favourable outcomes.

Of course you know realtors who do it this way, and yes they haven’t any issues yet, but they probably will. Maybe not this year, or next year but eventually they will. So if you’re in real estate for the long term, follow the rules, and you’ll be rewarded. When your competition suddenly drops from Google search and you’re the last one standing getting all of the local business, you’ll thank us for it.

So how do you correctly set up your google my business listing name? As a real estate agent working at a brokerage with multiple other agents it’s quite  simple.

The Perfect Name For A Realtors Google Listing:

  • List your full name as the name of the business (do not include the brokerage name)
  • Use your headshot as the profile photo
  • Link your personal website, phone number, email etc.  
  • List the address of your brokerage
  • If you have a suite number, list on the the second address line.

Correct: Google My Business Setup for Real Estate Agents

Disclaimer: This is the proper way as recommended by Google, and the only way we can in Good moral standing suggest you setup your listing. However… at your own risk… including your brokerage name such as ReMax in the name i.e “John Doe – RE/MAX” will increase your visibility. But if Google ever cracks down, you’ll likely lose this privilege forever.

Tip #3 – Your Google My Business Profile

Once you create a Google My Business profile, go through it to complete it with as much information as possible.  You want make sure to complete the profile as accurately as possible. Feel free to upload photos & videos.

Tip #4 – Your Website

Every Google listing will provide you with the option to link to your website. Viewers of your listing will see a button allowing them to access your website with a simple click. This is the natural next step that most people take when they come across your Google listing, so it’s important that your website is set up to convert potential clients as efficiently as possible. Make sure all of the information on your website is consistent with that of your Google listing.

Make sure the following is included & up to date on your website:

  • Correct Name (It should appear exactly as on your Google Listing)
  • Up to date pictures of yourself and current listings
  • Correct address, phone number, & email address.
  • An easy to use contact form.
  • Links to your social media profiles (Facebook, Instagram, LinkedIn, Etc.)
  • Authentic and genuine client testimonials (more on that later)
  • An active Blog (A minimum of one new post per week)

It’s important to take some time to update all of the above mentioned points. The reason for this is that if Google finds discrepancies between your listing and other online assets such as your website or social media, it is less likely to return your listing in local search results. The other items such as frequent blog posts, are meant to help boost your SEO and allows your website to be found as many times as possible by clients searching for what you offer.

So make sure you website is up to date, looks good, and is ready to convert!

Tip #5 – Beyond Your Google Listing

Another huge factor of your online presence is social media. Find what platforms work best to reach your target clientele, and put together a social media marketing plan. Figure out what you’re going to post, how often you’re going to post it, and how you’re going to promote it.

Social media as a whole, is becoming the single most powerful media outlet in the world, it arguable already is. Unlike a simple Google listing, social media is a proactive platform that you can build and use to actively connect with new clients. Take control of your social media before it’s to late.

I’ve spoken with realtors who have sold multiple condos and homes through social media. Unbelievable right? Even if you invest what feels like a massive 10k a year into social media, wouldn’t it be worth it if you sold even just one property because of it? Chances are you will, chances are you’ll sell a lot more than just one.

Tip #6: Reputation Management

No offence, but almost all real-estate agents all look the same online with the standard profile shot.  If someone were to select an agent, they either get referrals from friends and family, or the next best thing, they look for social proof online, your reputation and the star ratings and what other people have said about you.  You do it when you search out a new restaurant or service, and so do your prospects when searching for real estate agents.

Do not underestimate the power of your overall online reputation. Weather it’s your social media, your Google listing, Yelp, it doesn’t matter. Make sure you’re actively aware of what people are saying about you, engage with them frequently and make it a habit to respond to reviews, comments, and anything else as fast as possible. This will boost your credibility in the eyes of customers, and likely result in more word of mouth referrals and ultimately sales.

But no one has time to worry about managing their reputation online when they are too busy getting more leads and sales.  What if there was a system that can automatically get you more reviews online on the review sites that matter to you, and also showcase your best reviews for marketing?  


Introducing ReviewPanda

  • ReviewPanda is a simple to use software to monitor your company’s online reputation, generate and collect reviews, and market your reviews in your online marketing campaigns.  
  • ReviewPanda helps Real Estate agents monitor their reviews online on all the sites that matter to you, and provide you with email alerts on any negative online reviews.
  • ReviewPanda helps Real Estate agents easily collect authentic online reviews from your clients, and via an automated email or SMS sequence.  
  • ReviewPanda provides you with a centralized hub to manage and respond back to your reviews and also can automatically share positive reviews to your social media profiles.  The platform automatically displays your latest and greatest reviews as “social proof” on your website which in turn helps you get more clients.

So ask yourself:

  • how much is one new client worth to you?  
  • how much is your online reputation worth to you?  

Do you need a software to manage your online reputation?
Short answer is: No.   But without one, it will involve a lot more work and follow ups.  And there are certain valuable features in the software you can’t do by yourself.

Do you need an agent to sell a house?
Short answer is also: No.  But without an agent, it will involve a lot more work and follow ups.  An agent also brings a certain level of expertise that a amateur seller will not be aware of, or account for.

Let’s leave the selling of houses to real estate pros and leave the management of your reputation to reputation management pros: ReviewPanda.

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