How to Set Up and Optimise Your Google Business Profile as an Estate Agent

Most estate agents have a Google Business Profile, but few have optimised it properly. The result is that local competitors with weaker brands appear above you simply because their profiles are complete, active, and well-reviewed.

• Your profile shows incomplete or outdated contact details and opening hours.
• Competitors appear in the local map pack while your listing is buried below the fold.
• You have no system for collecting or responding to reviews consistently.
• Posts and updates are rarely published, so Google deprioritises your listing over time.

1. Complete every field: Business name, address, phone, website, hours, and service areas — leave nothing blank. Incomplete profiles rank lower.
2. Choose the right categories: Select a precise primary category such as Real estate agency and add relevant secondary categories for lettings or property management.
3. Add photos consistently: Upload office, team, and sold or let property photos every month. Active profiles with photos generate significantly more clicks and direction requests.
4. Collect reviews systematically: After every successful outcome, send clients a direct review link. Respond to every review — positive or negative — within 24 hours.
5. Post weekly updates: Share new listings, market guides, and local insights to signal to Google that your profile is active and relevant.
6. Enable messaging: Turn on the Google messaging feature so prospects can contact you directly from search results without leaving Google.

• Appear in the local map pack for searches like estate agent near me without paying for ads.
• Build trust with prospects before they even visit your website.
• Generate direct enquiries from Google Search and Google Maps.
• Outrank local competitors who have neglected their profile optimisation.