Creating Local Real Estate Pages That Perform in Search.

Before creating a profile, determine whether it will represent:

• the real estate agency;

• an individual sales agent; or

• a sole practitioner operating under a business brand.

Google treats real estate agents as individual practitioners in some circumstances. An agent generally needs to be public-facing, have their own client base and be directly contactable at the verified location during the stated hours.

Support staff and people who only generate leads should not create individual practitioner profiles.

Google also has specific naming rules where an agency and several individual practitioners share one location. Check the current eligibility requirements before creating an additional profile. Google Business Profile guidelines

Search for the business or agent’s name before creating anything new. A profile may already exist.

If you find an existing profile:

• check whether it represents the correct business;

• request access if another person manages it;

• avoid creating an unnecessary duplicate; and

• confirm who should hold primary ownership.

If no suitable profile exists, follow Google’s process to add and verify the business.

Verification methods can vary. Google may request video, telephone, email or other evidence.

Keep business records, signage, website information and public details consistent. These may be needed during verification or if ownership is later questioned.

The business should retain control of the profile.

Do not allow one employee, freelancer or marketing agency to become the only person with access.

A safer setup includes:

• a suitable business-controlled Google Account;

• a clearly identified primary owner;

• at least one trusted additional owner or manager;

• individual access for authorised users; and

• a process for removing access when someone leaves.

Do not share one password among several people. Google allows owners and managers to receive their own access.

The profile name should reflect the genuine name used by the business or eligible practitioner.

Do not add:

• unnecessary suburb names;

• service lists;

• promotional claims;

• telephone numbers;

• website addresses; or

• repeated search terms.

For example, avoid:

“Sarah Jones Best Real Estate Agent Paddington Property Appraisals”

The correct profile name will depend on whether the profile belongs to the agency, an eligible individual practitioner or a sole practitioner using a business brand.

The primary category should describe the main type of business.

It completes the sentence:

“This business is a…”

It should not attempt to list every service the business provides.

Additional categories may be used when they describe genuine parts of the business, but use as few as reasonably possible.

Do not choose categories simply because they contain useful search words.

Check:

• telephone number;

• website address;

• office address;

• service area;

• opening hours;

• public holiday hours; and

• appointment availability.

If clients do not visit the address during stated hours, review whether the address should be publicly displayed.

Do not use a virtual office or borrowed address simply to appear in another area.

Service areas should reflect locations the business genuinely serves. Adding a large number of suburbs does not guarantee visibility in all of them.

The description should explain:

• who you help;

• where you work;

• the property services you provide;

• your approach;

• relevant experience; and

• what clients can expect.

Keep it natural.

For example:

“Sarah Jones assists homeowners across Brisbane’s inner west with residential property sales, appraisals and pre-sale preparation. Her approach centres on clear advice, careful campaign planning and consistent communication from the first meeting through to settlement.”

Avoid repeating suburb names or making unsupported claims.

Services may include:

• Residential Property Sales

• Property Sales Appraisals

• Auction Campaigns

• Private Treaty Sales

• Pre-Sale Property Preparation

• Apartment Sales

• Investment Property Sales

• Tenanted Property Sales

• Downsizer Property Sales

• Local Property Market Advice

Only add services you genuinely provide.

Use short descriptions to explain what each service includes. Keep telephone numbers and promotional wording out of service names.

Photographs help potential clients recognise the agent and business.

Consider adding:

• a professional agent photograph;

• team photographs;

• office exterior and reception;

• agents working locally;

• community involvement;

• approved property campaign images;

• appraisal or campaign materials; and

• local area photographs.

Use recent images that represent the real business.

Avoid filling the profile with repeated promotional graphics, stock photographs or images you do not have permission to use.

Ask genuine clients to provide honest feedback at an appropriate time.

This may be:

• after an auction;

• when a contract becomes unconditional;

• following settlement;

• after positive client feedback; or

• at the end of the sales relationship.

Provide a direct review link or QR code. Do not offer gifts, discounts or other rewards.

Respond to reviews calmly and protect private information. Future clients may pay as much attention to the response as the review itself.

Business Profile posts can share:

• local market updates;

• seller articles;

• downloadable guides;

• recent campaign lessons;

• business news;

• community events;

• information sessions; and

• suitable property activity.

Give each post one clear purpose and link it to a relevant website page.

Do not rely only on Just Listed and Just Sold posts. Include information that helps owners understand the selling process.

The profile and website should support each other.

Use a relevant website link, such as:

• the agent profile;

• local sales service page;

• appraisal page;

• seller information centre; or

• local area page.

Make sure the destination page works well on mobile devices and provides a clear next step.

Ask your website provider to add suitable tracking to the profile link. This can help identify visits and enquiries generated through the profile.

Depending on the available profile features, people may be able to ask public questions.

Provide clear and accurate answers. Common questions may cover:

• appraisal appointments;

• office access;

• suburbs served;

• auction services;

• property preparation; and

• how to contact the agent.

Never request or publish confidential client information in a public response.

Google may update profile information using feedback from users or information found elsewhere online.

Check the profile regularly for changes to:

• opening hours;

• business category;

• telephone number;

• address;

• website;

• services; and

• business details.

Correct inaccurate information promptly.

Review available profile performance information, including:

• views;

• searches;

• website clicks;

• calls;

• direction requests; and

• other available interactions.

Then compare this activity with:

• appraisal enquiries;

• seller meetings;

• genuine opportunities;

• listings won; and

• clients who mention finding you on Google.

A high number of views does not automatically mean the profile is producing useful business.

Each month:

• confirm the contact details;

• review opening hours;

• check categories and services;

• add suitable photographs;

• publish useful updates;

• request reviews from suitable clients;

• respond to new reviews;

• inspect website links;

• review performance; and

• check user access.

• The profile is eligible and verified.

• The correct person or business owns it.

• Access is held by more than one trusted person.

• The business name follows Google’s rules.

• Categories accurately describe the business.

• Address and service-area details are correct.

• Contact information is current.

• Services are clearly explained.

• Photographs show the real business.

• Reviews are genuine.

• Responses protect client privacy.

• Posts provide useful information.

• Website links lead to relevant pages.

• Enquiries are recorded in the CRM.

• The profile is reviewed every month.

A Google Business Profile cannot replace good service or a strong local reputation.

It makes those qualities easier for potential clients to discover. Keep the profile accurate, useful and consistent with the experience your clients actually receive.