Google Business Profile Checklist for Real Estate Agents
A step-by-step guide to building, optimizing, and maintaining a Google Business Profile that helps buyers and sellers discover, trust, and contact you.
What Is a Google Business Profile?
A Google Business Profile (GBP) is a free business listing that helps people discover and learn about your business across Google Search and Google Maps.
For real estate agents, it’s much more than an online directory listing. Your profile gives potential buyers and sellers a quick snapshot of who you are before they ever visit your website or contact you.
When someone searches for your name, a local real estate agent, or your brokerage, your Google Business Profile may appear in several places throughout Google’s search experience—making it one of the first opportunities to earn a prospective client’s trust.
Where Can Your Google Business Profile Appear?
Google Maps
When buyers and sellers search for a real estate professional in their area, Google Maps may display nearby agents and brokerages based on factors like relevance, distance, and prominence.
Your Google Business Profile powers the information people see in Google Maps, including your reviews, photos, business hours, contact information, and directions.
Google Search
Your Google Business Profile can also appear directly within Google Search.
Depending on what someone searches, Google may display your profile in local search results, alongside a map, or as a business information panel. This allows people to quickly view your reviews, photos, office information, website, and contact details without needing to visit multiple websites.
It’s important to remember that your Google Business Profile and your website work together—but they serve different purposes.
Your Google Business Profile helps people discover and learn about your business in Google’s local search experiences.
Your website provides the in-depth information that helps convert visitors into clients and also contributes to your overall online authority.
Local Search Results (The Local Map Pack)
One of the most valuable places your profile can appear is in Google’s Local Map Pack.
When someone performs a search with local intent—for example:
- Real estate agent near me
- Nashville real estate agent
- Orlando Realtor
Google may display a map followed by several local businesses before the traditional website results.
This section is commonly called the Local Map Pack.
Appearing here can significantly increase your visibility because many searchers interact with the map results before scrolling to the standard website listings.
Why Every Real Estate Agent Needs a Google Business Profile
Buying or selling a home is one of the biggest financial decisions most people will ever make. Before they choose a real estate agent, they want confidence that they’re working with someone they can trust.
Today, that research almost always starts online.
Whether a potential client hears about you from a friend, sees your name on a yard sign, visits your website, or comes across one of your listings, one of the first things they’re likely to do is search for you on Google.
Your Google Business Profile is often one of the first things they see.
A complete, professional profile helps you make a strong first impression, demonstrate credibility, and make it easy for buyers and sellers to connect with you.
Become More Discoverable
Your Google Business Profile helps people discover your business across Google Search and Google Maps when they’re looking for a local real estate professional.
For example, someone might search:
- Nashville real estate agent
- Realtor near me
- Franklin homes for sale
- Luxury real estate agent in Brentwood
When your profile is complete and accurately represents your business, you’re giving Google more information to understand who you are, where you work, and how you help clients.
While no business can guarantee where it will rank in search results, maintaining a complete and accurate Google Business Profile is one of the foundational steps toward improving your local online visibility.
Pro Tip: Your website and your Google Business Profile work together. Your profile helps people discover you, while your website provides the detailed information that helps turn visitors into clients.
Build Trust Before They Ever Contact You
Before someone calls, emails, or schedules a consultation, they’re already forming an opinion about you.
A professional Google Business Profile can instantly answer questions like:
- Do other clients recommend this agent?
- Are they active in my area?
- Do they look professional?
- Do they have recent reviews?
- Can I easily learn more about them?
A profile with current information, professional photos, thoughtful review responses, and an active presence helps establish confidence before you’ve even had your first conversation.
Strengthen Your Referral Business
Referrals are one of the most valuable sources of business in real estate.
But even when someone is personally referred to you, they usually do one more thing before reaching out:
They Google you.
Imagine someone says: “You should call Sarah Jones. She was fantastic.”
Before picking up the phone, that prospective client searches Sarah’s name.
If they find a professional profile with great reviews, quality photos, accurate contact information, and a well-maintained online presence, it reinforces the recommendation they just received.
Your Google Business Profile helps bridge the gap between a referral and a new client.
Make It Easy for Clients to Contact You
Potential clients shouldn’t have to search multiple websites just to find your phone number or website.
A Google Business Profile gives people quick access to important information, including:
- Your phone number
- Website
- Office location
- Business hours
- Directions
- Photos
- Reviews
The easier it is for someone to reach you, the more likely they are to take the next step.
Make a Strong First Impression
You only get one chance to make a first impression.
Long before many clients visit your website or meet you in person, they’re evaluating your professionalism through what they find online.
An incomplete profile with missing information, outdated photos, or few reviews can unintentionally create doubt.
On the other hand, a complete and well-maintained profile communicates that you’re active, established, and invested in serving your clients.
Your Google Business Profile is one of the simplest ways to help ensure that first impression reflects the quality of service you provide.
Pro Tip: Think of your online presence like buying a home. Your Google Business Profile is the curb appeal. Your website is the home tour. If someone isn’t interested after seeing the outside, they may never step inside. A strong Google Business Profile helps encourage potential clients to take the next step and learn more about you.
Did You Know?
Google Business Profiles are free to create and maintain, making them one of the highest-value marketing tools available to real estate agents. A well-maintained profile can help buyers and sellers learn about your business, read reviews, view your photos, and contact you directly—all from Google Search or Google Maps.
How Google Chooses Local Businesses
If you’ve ever wondered why one real estate agent appears in Google Maps while another doesn’t, you’re not alone.
While Google doesn’t publicly share every detail of its ranking algorithm, it does publish the three primary factors it uses to determine which businesses appear in local search results:
RELEVANCE • DISTANCE • PROMINENCE
Understanding these factors can help you make smarter decisions about your Google Business Profile and your overall online presence.
Important: No one can guarantee where a business will rank in Google Search or Google Maps. However, following Google’s published guidance and maintaining a complete, accurate profile gives your business the strongest possible foundation.
1. Relevance
Relevance refers to how well your Google Business Profile matches what someone is searching for.
Google looks at the information you’ve provided to understand what your business does and whether it’s a good fit for a person’s search.
For example, if someone searches for:
- Charleston real estate agent
- Luxury Realtor near me
- First-time homebuyer agent
Google evaluates whether your profile provides enough information to determine that you’re relevant to those searches.
Improve Your Relevance
- Choose the correct primary category
- Complete every section of your profile
- Write a clear business description
- Add the services you provide
- Keep your information accurate and up to date
The more complete and accurate your profile is, the easier it is for Google to understand your business.
2. Distance
Distance refers to how close your business is to the person performing the search.
If someone searches for “real estate agent near me,” Google considers the searcher’s location and compares it to the verified location associated with eligible businesses.
Because of this, distance is one factor that you generally can’t optimize or manipulate.
Instead, focus on making sure your profile accurately reflects where you do business and, when eligible, that your business location complies with Google’s guidelines.
If your business operates as a service-area business, Google still uses your verified business location when determining proximity, even if your address isn’t displayed publicly.
Pro Tip: Don’t try to “game” proximity by using addresses where you don’t legitimately conduct business. Google requires businesses to accurately represent their real-world locations, and inaccurate address information can lead to profile suspensions.
3. Prominence
Prominence is Google’s way of measuring how established and trustworthy your business appears.
Some signals that may contribute to prominence include:
- Google reviews
- Review quality
- Review recency
- Business information
- Photos
- Mentions across the web
- Links to your website
- Overall online presence
Google also considers information it finds about your business from sources beyond your Google Business Profile.
In other words, your Google Business Profile doesn’t exist in isolation. It works together with your website and your broader online presence.
What Helps Build a Stronger Google Business Profile?
While no one outside of Google knows exactly how much weight each factor carries, these are some of the most important ways to build a stronger, more trustworthy profile.
Reviews
Google reviews help potential clients understand what it’s like to work with you.
Consistently earning honest reviews—and responding professionally to them—demonstrates that you’re actively serving clients and engaging with your business.
For buyers and sellers, reviews often become one of the biggest trust signals on your profile.
Photos
Photos help bring your business to life.
Professional headshots, listing photos, office images, community involvement, and team photos all help create a stronger first impression.
Regularly adding new photos also helps demonstrate that your business is active.
Your Website
Your website and Google Business Profile work together.
A professional website gives Google—and potential clients—more information about who you are, what you do, and the areas you serve.
It also provides visitors with a place to learn more after discovering you through Google Search or Google Maps.
Your Google Business Profile helps people discover you.
Your website helps them choose you.
Complete Information
One of the simplest things you can do is complete every field available in your profile.
That includes:
- Business category
- Phone number
- Website
- Business description
- Services
- Hours
- Photos
- Service areas (when applicable)
A complete profile not only creates a better experience for potential clients but also helps Google better understand your business.
Key Takeaway
Google has published three primary factors that influence local search visibility:
Relevance: How well your business matches what someone is searching for.
Distance: How close your business is to the person searching.
Prominence: How well-known and trusted your business appears online.
While you cannot control every ranking factor, you can control the accuracy, completeness, and quality of your Google Business Profile. Investing time in your profile today helps create a stronger foundation for your online presence tomorrow.
Remember: A Google Business Profile is not just about Google. A complete, professional profile helps buyers and sellers quickly understand who you are, what you offer, and how to contact you. Even when someone is referred to you by a friend or family member, they often look you up online before deciding to reach out.
Before You Create Your Google Business Profile
Before creating a new Google Business Profile, take a few minutes to confirm that you are eligible, choose the correct account, and determine whether a profile already exists.
This preparation matters. Creating a duplicate profile, using an ineligible address, or losing access to the Google account connected to your profile can lead to verification problems, ownership disputes, lost reviews, or even suspension.
Use the checklist below before you begin.
Search for an Existing Profile First
Do not assume that you need to create a new profile.
Google may already have a listing for you, even if you never created or verified it yourself. A previous brokerage, marketing company, assistant, client, or Google user may also have added information about your business.
Before creating anything new, search for:
- Your full professional name
- Your name plus “real estate agent”
- Your name plus your city
- Your name plus your current brokerage
- Your phone number
- Your office address
Search in both Google Search and Google Maps.
If you find a profile that appears to represent you, do not immediately create another one. Instead, determine whether you already have access or whether you need to request ownership.
Avoid Creating Duplicate Profiles
Google generally allows only one profile for each eligible business or individual practitioner.
Creating multiple profiles for the same agent does not give you more visibility. It can confuse potential clients, divide your reviews, create ownership issues, and cause one or more profiles to be marked as duplicates.
Before creating a new profile, check for:
- An old profile connected to a previous brokerage
- A profile using an old city or office address
- A profile created with a former email address
- A profile using a variation of your name
- A profile created by a marketing company or brokerage
- An unverified listing already appearing on Google Maps
If you find more than one profile that appears to represent the same business, do not make major changes until you understand which profile should be retained. Depending on the situation, you may need to request access, report a duplicate, contact Google Support, or update an existing profile rather than creating a new one.
Google states that profiles marked as duplicates must represent businesses that are both eligible and genuinely distinct if they are to remain separate.
Important: An agent should not create separate profiles for buying, selling, luxury real estate, relocation, investment properties, or other specialties. These are services offered by one practitioner, not separate businesses.
Understand the Brokerage and Practitioner Relationship
Google permits eligible public-facing individual practitioners, including real estate agents, to maintain their own profiles even when the brokerage also has a profile at the same office.
The profiles should represent two distinct entities:
The Brokerage Profile
The brokerage profile represents the company or office.
It will typically use:
- The brokerage’s real-world business name
- Real Estate Agency as the primary category
- The main office phone number
- The brokerage website
- The brokerage’s address and office hours
The Agent Profile
The practitioner profile represents the individual real estate professional.
It should typically use:
- The agent’s real-world professional name
- Real Estate Agent as the primary category
- The agent’s direct business phone number
- The agent’s own website or dedicated agent page
- The eligible office location or appropriate service-area setup
The agent should not use the brokerage’s phone number or generic homepage as a substitute for their own contact information when they have a direct number and dedicated website.
The agent should also avoid adding the brokerage name, city names, specialties, or search phrases to the profile name unless those words are genuinely part of the agent’s established real-world business name.
Google’s practitioner guidance says an individual practitioner should have a dedicated profile only when that person operates in a public-facing role and can be contacted directly at the verified location during the stated hours.
For Brokerage Agents: Confirm that your brokerage permits individual agents to use the office address and branding before creating your profile. Brokerage approval does not replace Google’s eligibility rules, but it can prevent internal conflicts and future address disputes.
Confirm That Your Address Is Eligible
The address connected to your profile must accurately represent where your business operates.
For real estate agents, there are generally two possible setups.
Physical-Location Profile
You may display a physical brokerage address when:
- You genuinely work from that office
- Clients can meet you there
- You can be contacted directly at that location during your stated hours
- The brokerage permits you to use the address
- The location is a legitimate, staffed business office
- You can provide evidence connecting you to the location if Google requests verification
Multiple eligible practitioners may use the same legitimate office address, but each profile must represent a distinct public-facing professional.
Service-Area Profile
You should hide the address and use a service area when:
- You do not receive clients at the location
- You primarily meet clients at homes, properties, or other locations
- You work remotely
- The brokerage does not permit you to use its address
- You cannot be contacted directly at the office during your stated hours
Google allows businesses to define service areas by cities, postal codes, or other supported geographic areas. However, adding a service area does not create a new physical ranking location in every city selected.
Do not use:
- A P.O. box
- A UPS Store or private mailbox
- A virtual office
- A coworking space where you do not maintain a legitimate staffed presence
- A relative’s address
- An office you are not authorized to use
- An address added only to influence rankings
Google requires businesses to use an accurate address or service area and specifically prohibits remote mailboxes and similar locations that do not represent the actual business.
Pro Tip: Choose the setup that most accurately reflects how you serve clients. A compliant service-area profile is safer than displaying an address you cannot legitimately defend.
Choose the Right Google Account
The Google account used to create or claim your profile is one of the most important decisions you will make.
Use an account that:
- You control directly
- You expect to keep long term
- Uses a secure password
- Has two-step verification enabled
- Is not tied solely to a brokerage you may eventually leave
- Is not owned by a temporary employee, assistant, or outside marketing provider
For most individual agents, the safest primary-owner account is either:
- A professional Google Workspace account using the agent’s own domain, or
- A long-term Google account controlled directly by the agent
Avoid creating the profile under:
- A former employee’s email
- An assistant’s personal Gmail account
- A marketing company’s account
- A brokerage account the agent cannot access independently
- An email address that may be deactivated if the agent changes brokerages
A Google Business Profile can have multiple owners and managers, but only one primary owner. Owners have broader control than managers, including the ability to add or remove users.
Keep Yourself as the Primary Owner
The individual agent should normally remain the primary owner of their own practitioner profile.
Other people who help manage the profile can be added through Google’s access controls.
For example:
- The agent: Primary owner
- A trusted business partner: Owner, if appropriate
- A marketing company: Manager
- An assistant: Manager, when necessary
Never give someone your Google password simply so they can manage the profile. Add them as an authorized owner or manager instead.
Google allows authorized users to be added without sharing login credentials, and primary ownership can be transferred later when necessary.
Security Reminder: Review the profile’s users periodically and remove access for former employees, assistants, brokerages, or vendors who no longer need it.d similar locations that do not represent the actual business.
Gather Your Information Before Starting
Having your information ready will make the setup and verification process easier.
Prepare the following:
- Your exact real-world professional name
- Primary business category
- Direct business phone number
- Website or dedicated agent page
- Office address or service-area decision
- Accurate business hours
- Areas you genuinely serve
- Professional business description
- List of services
- Professional headshot
- Logo, if applicable
- Office, community, and professional photos
- Brokerage affiliation details
- Real estate license information
- Access to the email account that will own the profile
Google chooses the available verification method, which may include video, phone, email, live video, or mail. The options offered can vary by business and may change during the process.
Be prepared to demonstrate:
- That your branding and business information are accurate
- That the business exists
- That you are authorized to represent it
- That you have access to the stated location
Before You Begin Checklist
☐ Search Google Search for your name and business
☐ Search Google Maps for your name, phone number, and office address
☐ Confirm that no existing profile already represents you
☐ Request access to an existing profile instead of creating a duplicate
☐ Confirm that you qualify as a public-facing individual practitioner
☐ Obtain brokerage permission to use the office address
☐ Decide whether the address should be displayed or hidden
☐ Confirm that clients can genuinely meet you at the displayed location
☐ Choose a Google account you control long term
☐ Enable two-step verification on that account
☐ Plan to keep yourself as the primary owner
☐ Gather your business information, services, and photos
☐ Prepare for Google’s verification process
Once these foundational decisions are complete, you are ready to create or claim your profile correctly.
Google Business Profile Setup Checklist
Now it’s time to build your Google Business Profile.
Every field you complete helps both potential clients and Google better understand your business. While not every field is required, completing as much information as possible creates a more professional profile and gives prospective buyers and sellers confidence that they’re working with an active, trustworthy real estate agent.
Use the checklist below as you create or update your profile.
Business Name
Your business name should accurately reflect your real-world professional name.
For most real estate agents, this simply means using your first and last name.
Examples
Correct: Jane Doe, John Smith
Avoid: Jane Doe – Scottsdale Realtor, John Smith Luxury Homes, Jane Doe – Top Midwest Realty, Dallas Real Estate Expert
Adding cities, keywords, specialties, or your brokerage name to your business name violates Google’s Business Profile guidelines unless those words are legitimately part of your real-world business name.
Archer Collaborative Tip: Resist the temptation to “help Google” by adding keywords to your name. Google already has dedicated places to learn what you do. Your business name should simply identify who you are.
Checklist
☐ My business name matches my real-world professional name.
☐ I have not added cities, keywords, specialties, or marketing phrases.
☐ My business name is consistent with my website and professional branding.
Primary Category
Your primary category is one of the most important selections you’ll make.
It tells Google what your business actually is.
For most individual practitioners, the recommended primary category is:
Real Estate Agent
If you also offer additional services that accurately describe your business, you may choose appropriate secondary categories where relevant. However, avoid selecting categories simply because they sound beneficial.
Important: Your brokerage’s profile should typically use Real Estate Agency as its primary category. Individual agents should not.
Checklist
☐ My primary category is Real Estate Agent.
☐ Any secondary categories accurately describe my services.
☐ I have not selected categories that don’t represent my business.
Business Address
Before entering an address, determine which profile setup best represents your business.
If you regularly meet clients at your brokerage office and satisfy Google’s eligibility requirements, you may be able to display your office address.
If you primarily meet clients at homes, properties, or other locations, a service-area profile may be more appropriate.
Always choose the option that accurately reflects how your business operates.
Important: Never use an address simply because you believe it will improve rankings. Google expects your address to represent a legitimate business location.
Checklist
☐ My address accurately represents where I conduct business.
☐ I have my brokerage’s approval to use the office address, if applicable.
☐ I understand whether my address should be displayed or hidden.
☐ My profile accurately reflects how I serve clients.
Phone Number
Your phone number should connect potential clients directly to you.
Avoid using your brokerage’s main office phone number unless it truly routes directly to your business.
Many agents choose to use a dedicated business phone number or virtual business number to help separate business and personal calls.
If you decide to use a dedicated business number, use it consistently across your website and major professional profiles whenever possible.
Checklist
☐ My phone number connects directly to me.
☐ I am not using my brokerage’s main office number.
☐ My phone number is accurate and tested.
☐ My business phone number is used consistently across my online presence.
Archer Collaborative Tip: Publishing your phone number online can lead to unwanted spam calls. Consider using a dedicated business number (think Google Voice or Quo) with call screening if you prefer to keep your personal cell number private. If you adopt a dedicated business number, update your website and major professional profiles to keep your business information as consistent as possible across all of your platforms.
Website
Your website should direct visitors to information specifically about you.
Whenever possible, link to:
- Your personal real estate website
- Your dedicated agent website
- Your individual agent page on your brokerage’s website
Avoid linking visitors to a generic brokerage homepage if it makes it difficult for them to find your information.
Your Google Business Profile and website should complement one another.
Checklist
☐ My website link works correctly.
☐ Visitors land on a page specifically about me.
☐ My website is mobile friendly.
☐ My website clearly explains who I help and the markets I serve, whether that’s Sarasota, Austin, Charlotte, Scottsdale, or another community.
Business Hours
Business hours help set expectations for potential clients.
Only list hours during which clients can reasonably expect to reach you.
If your availability changes seasonally or around holidays, remember to update your profile.
Accurate hours help prevent frustrated callers and create a better client experience.
Checklist
☐ My business hours are accurate.
☐ Holiday hours are updated when needed.
☐ My hours reflect when clients can actually contact me.
Service Areas
If your business operates as a service-area business, add the cities or communities you genuinely serve.
Choose locations based on where you regularly conduct business, not where you hope to rank.
For example, if you regularly serve buyers and sellers in Scottsdale, Paradise Valley, and Phoenix, include those areas. If your business is focused on Charleston and Mount Pleasant, list those communities.
Remember that adding a city as a service area does not guarantee visibility in that location. Service areas simply help communicate where you provide services.
Checklist
☐ My service areas accurately reflect where I work.
☐ I have not added locations where I do not regularly provide services.
☐ My service areas align with my website and marketing.
Business Description
Your business description is your opportunity to introduce yourself to both potential clients and Google.
Write for people first.
Include information such as:
- Who you help
- The communities you serve
- Your areas of expertise
- Your experience
- Your approach to client service
You may naturally mention your brokerage affiliation within your description if it is relevant.
Avoid filling the description with repetitive keywords or writing solely for search engines.
Checklist
☐ My description clearly explains who I help.
☐ I naturally mention the communities I serve.
☐ I highlight my experience and approach to serving clients.
☐ My description reads naturally and is not filled with repetitive keywords.
Verification
Sometimes, Google automatically verifies your Google Business Profile. Sometimes, it requires additional information in order to verify that you are a legitimate business.
Google determines which verification methods are available, and these may vary depending on your business.
Verification options can include:
- Video verification
- Phone verification
- Email verification
- Live video verification
- Mail verification
During verification, Google may ask you to demonstrate that your business exists, that you are authorized to represent it, and that your business information is accurate.
Follow Google’s instructions carefully and complete the process as soon as possible.
Checklist
☐ My profile has been verified by Google.
☐ I have access to the Google account that owns my profile.
☐ I completed Google’s verification process successfully.
☐ I retained ownership of my profile after verification.
Quick Google Business Profile Setup Checklist
Before moving on to optimization, confirm that the foundation of your profile is complete.
☐ Business name is accurate.
☐ Primary category is Real Estate Agent.
☐ Address or service area is correctly configured.
☐ Direct business phone number is listed.
☐ Website link is correct.
☐ Business hours are accurate.
☐ Service areas are complete.
☐ Business description is complete.
☐ Google Business Profile has been verified.
With these foundational elements in place, you’re ready to optimize your profile with professional photos, services, reviews, and ongoing updates that help build trust with future clients and create a stronger online presence.
How to Optimize Your Google Business Profile
Creating your Google Business Profile is only the first step. To stand out from other agents and provide the best possible experience for potential clients, you’ll want to optimize every section of your profile.
Optimization isn’t about trying to “beat the algorithm.” It’s about giving buyers, sellers, and Google accurate, complete, and useful information about your business.
The more complete and professional your profile is, the more confidence it can inspire in both prospective clients and search engines.
Photos
Photos are often one of the first things people notice when viewing a Google Business Profile.
High-quality, professional images help potential clients connect with you before you’ve ever spoken. They also demonstrate that your business is active and well maintained.
Consider adding a variety of photos that showcase both you and your business.
Recommended photos include:
- Professional headshot
- Team photos
- Office exterior and interior
- Community photos
- Recent listing photos (when permitted)
- Closing day celebrations
- Local landmarks and neighborhoods you serve
Avoid:
- Blurry or low-resolution photos
- Images with excessive text or promotional graphics
- Stock photography that doesn’t represent your business
- Photos that no longer reflect your current branding
Archer Collaborative Tip: Don’t upload all of your photos at once and forget about them. Adding new photos throughout the year helps keep your profile current and better reflects an active business.
Checklist
☐ Professional headshot uploaded
☐ Office photos added
☐ Community photos included
☐ Recent listing photos added where appropriate
☐ At least 10 high-quality photos uploaded
☐ Photos accurately represent my business
Business Description
Your business description is your opportunity to tell potential clients who you are and how you can help them.
Write for people first—not search engines.
A strong description should naturally answer questions like:
- Who do you help?
- Where do you work?
- What types of clients do you serve?
- What makes your approach unique?
For example, rather than listing keywords, write something like:
“Jane Doe is a real estate agent serving buyers and sellers throughout Scottsdale, Paradise Valley, and Phoenix. She specializes in helping first-time homebuyers, luxury home clients, and families relocating to the area with personalized guidance and responsive service.”
Notice that the communities served and services offered are mentioned naturally rather than repeated unnaturally.
Avoid:
- Keyword stuffing
- Writing entirely in capital letters
- Promotional claims you cannot support
- Excessive emojis or special characters
Checklist
☐ Clearly explains who I help
☐ Naturally mentions the communities I serve
☐ Highlights my experience and approach
☐ Reads naturally and professionally
☐ Free of repetitive keywords
Services
The Services section helps explain what your business offers.
Google provides many predefined services, and you may also have the ability to create custom services where appropriate.
Include services that genuinely represent your business, such as:
- Buyer Representation
- Seller Representation
- First-Time Homebuyers
- Luxury Homes
- Relocation
- Investment Properties
- New Construction
- Condominiums
- Land
- Waterfront Properties
- Vacation Homes
Only list services you actually provide.
Adding unrelated services simply because they sound valuable can create confusion for both clients and Google.
Checklist
☐ All relevant services selected
☐ Custom services added where appropriate
☐ Services accurately reflect my business
☐ No unnecessary or unrelated services listed
Should Real Estate Agents Use the Products Section?
In most cases, no.
Google originally designed the Products section for businesses selling physical goods or clearly defined products.
For most individual real estate agents, homes themselves are not products that remain available for ongoing purchase, and listings change frequently. Maintaining individual property listings within the Products section can quickly become outdated and difficult to manage.
Instead, focus on strengthening the areas Google specifically designed for service-based businesses:
- Business Description
- Services
- Photos
- Reviews
- Posts
- Website
These sections provide a much better long-term experience for both clients and Google.
If you work in a niche where you consistently offer a defined service—such as relocation consultations, investment strategy sessions, or home valuation services—it may be appropriate to discuss those services elsewhere on your profile or website rather than treating them as products.
Archer Collaborative Recommendation: For most individual real estate agents, skip the Products section and invest your time in keeping your Services, Photos, Reviews, and Posts current instead.
Attributes
Attributes allow you to share additional information about your business.
The available options vary depending on your business category and may change over time.
For real estate agents, attributes can provide additional context about your business and help potential clients understand what to expect.
Only select attributes that accurately represent your business.
Do not choose attributes simply because they are available.
Review your profile periodically, as Google occasionally introduces new attribute options.
Checklist
☐ All applicable attributes selected
☐ Attributes accurately represent my business
☐ I review available attributes periodically
Appointment Links
If you offer online appointment scheduling, adding an appointment link can make it easier for prospective clients to contact you.
Consider linking directly to:
- Your online scheduling page
- Calendly
- Google Calendar booking page
- Your CRM’s scheduling system
- A scheduling page on your website
Make sure the booking experience is simple, mobile friendly, and easy to complete.
If you don’t currently offer online scheduling, this field can be left blank until you implement a scheduling solution.
Checklist
☐ Appointment link added, if applicable
☐ Scheduling page works correctly
☐ Booking experience is mobile friendly
Social Profiles
Google allows businesses to connect supported social media profiles to their Google Business Profile.
Link only your professional business accounts.
Common examples include:
- YouTube
- X
- TikTok
Keep your branding consistent across every platform.
The following should align as closely as possible across your online presence:
- Name
- Professional photo
- Brokerage affiliation
- Website
- Contact information
- Areas served
This consistency helps prospective clients recognize your brand and contributes to a stronger overall digital presence.
Checklist
☐ Professional social profiles connected where available
☐ Branding is consistent across platforms
☐ Website matches my Google Business Profile
☐ Contact information is accurate
☐ Professional photo is consistent
Google Business Profile Optimization Checklist
Before moving on, confirm you’ve optimized the key sections of your profile.
☐ Professional photos uploaded and updated regularly
☐ Business description completed
☐ Services accurately listed
☐ Products section intentionally skipped (unless there is a legitimate business need)
☐ Attributes reviewed and completed
☐ Appointment link added, if applicable
☐ Professional social profiles connected
☐ Branding is consistent across my website and online presence
A well-optimized Google Business Profile is never truly “finished.” As your business grows, continue updating your profile with fresh photos, new reviews, updated services, and current information so it accurately reflects your business and provides the best possible experience for future clients.
The Google Reviews Checklist
For most real estate agents, reviews are one of the most valuable parts of a Google Business Profile.
Think about your own buying habits. Before trying a new restaurant, hiring a contractor, or booking a hotel, chances are you’ve looked at the reviews first.
Your future clients do the same.
Google reviews help potential buyers and sellers understand what it’s like to work with you before they ever pick up the phone. They also demonstrate that your business is active, trusted, and consistently serving clients.
The goal isn’t simply to collect more reviews. It’s to build a genuine collection of honest client experiences that reflect the quality of your service.
Ask Every Client
One of the biggest mistakes agents make is only asking their happiest clients for reviews—or forgetting to ask altogether.
Instead, make requesting a review a standard part of your closing process.
Whether you’re helping someone buy their first home in Charlotte, sell a luxury property in Scottsdale, relocate to Naples, or invest in Dallas, every successful transaction is an opportunity to ask for feedback.
The easier you make the process, the more likely clients are to leave a review.
Best practices:
- Ask every satisfied client.
- Ask while the experience is still fresh.
- Send a direct review link.
- Personalize your request.
- Thank them whether they leave a review or not.
Checklist
☐ I ask every satisfied client for a review.
☐ I send a direct review link.
☐ I personalize each request.
☐ Asking for reviews is part of my closing process.
When Should You Ask?
Timing matters.
The best time to ask for a review is shortly after closing, when your client is excited about their experience and your work is still top of mind.
For many agents, that may be:
- The day of closing
- Within a few days after closing
- Shortly after move-in
- After a successful investment purchase
- After helping a seller successfully close
Avoid waiting several weeks or months, as clients are less likely to respond once the experience is no longer fresh.
Archer Collaborative Tip: If you’re starting your Google Business Profile but you have a long history of clients, don’t hesitate to reach out to them. Most clients would still love to help their real estate agents out with a review even if it has been a while since the close.
A Simple Review Request Template
Keep your request short, personal, and genuine.
Example
Hi Sarah,
It was such a pleasure helping you and Mark purchase your new home. Congratulations again!
If you have a few minutes, would you be willing to leave an honest Google review about your experience? Your feedback helps future buyers and sellers feel more confident when choosing an agent.
Here’s the direct link:
[Insert Your Google Review Link]
Thank you so much—I truly appreciate it!
Notice that the message:
- Simply asks for honest feedback
- Feels personal
- Doesn’t pressure the client
- Doesn’t offer incentives
How to Respond to Reviews
Responding to reviews is just as important as receiving them.
A thoughtful response shows future clients that you’re engaged, professional, and appreciative of the people you serve.
It also demonstrates that your profile is active and well maintained.
Whenever possible:
- Respond within 24–48 hours.
- Thank the client personally.
- Mention the type of service or community naturally when appropriate.
- Keep your tone warm and professional.
- Never argue with a reviewer publicly.
Remember that your response isn’t just for the person who left the review—it’s also for every future client who reads it.
Example Review Response
Client Review
Jane was incredible to work with! She made buying our first home so much easier and was always available when we had questions.
Suggested Response
Thank you so much, Sarah! It was truly a pleasure helping you and Mark purchase your first home in Scottsdale. I’m grateful you trusted me throughout the process, and I wish you many wonderful years making memories in your new home. Congratulations again!
Notice how the response naturally references:
- The type of transaction
- The community
- Appreciation for the client
Nothing feels forced or written for a search engine.
Responding to Negative Reviews
Even excellent agents occasionally receive negative feedback.
The way you respond often matters more than the review itself.
If you receive a negative review:
- Stay calm.
- Respond professionally.
- Thank the reviewer for their feedback.
- Avoid becoming defensive.
- Protect confidential client information.
- Offer to continue the conversation privately when appropriate.
Potential clients understand that no business is perfect.
A respectful, professional response often builds more trust than having only perfect reviews.
Things to Avoid
Google has clear policies regarding reviews.
Avoid practices that could violate Google’s guidelines or reduce trust with potential clients.
Do not:
- Buy Google reviews.
- Offer gifts, discounts, or incentives in exchange for reviews.
- Ask friends or family members who were not genuine clients to leave reviews.
- Create fake reviews.
- Ask employees to review your business as customers.
- Pressure clients to leave only five-star reviews.
- Copy and paste the same response to every review.
Google wants reviews to reflect genuine customer experiences.
Authenticity always wins over volume.
Archer Collaborative Tip:
Many clients don’t know what to write.
Rather than telling them what to say, encourage them to simply describe their experience.
Reviews often become more helpful when clients naturally mention things like:
- What they were looking for
- The type of transaction
- The community they purchased or sold in
- How you communicated
- What made working with you a positive experience
These details help future buyers and sellers better understand what it’s like to work with you while keeping every review authentic.
Google Reviews Checklist
Use this checklist to strengthen one of the most important trust signals on your Google Business Profile.
☐ I ask every satisfied client for a Google review.
☐ I send a direct review link.
☐ I ask shortly after closing.
☐ I never offer incentives for reviews.
☐ I respond to every review within 24–48 hours whenever possible.
☐ My responses are personalized.
☐ I naturally reference the transaction or community when appropriate.
☐ I respond professionally to negative reviews.
☐ My reviews reflect genuine client experiences.
☐ Requesting reviews is a consistent part of my business process.
Building a strong collection of authentic reviews takes time, but consistency pays off. A steady stream of honest feedback from real clients not only helps future buyers and sellers feel more confident in choosing you, it also demonstrates that your business is active, engaged, and committed to delivering an exceptional client experience.
Common Google Business Profile Mistakes
Creating a Google Business Profile is relatively straightforward. Keeping it accurate, compliant, and optimized over time is where many businesses run into trouble.
Some mistakes simply make your profile less helpful to potential clients. Others can reduce trust, create confusion, or even put your profile at risk of suspension.
Here are some of the most common issues Archer Collaborative encounters when auditing Google Business Profiles for real estate professionals.
Keyword Stuffing Your Business Name
One of the most common—and most serious—mistakes is adding keywords to your business name in an attempt to rank higher in Google Search.
Your business name should reflect your real-world professional name, not your marketing strategy.
Correct: Jane Doe, John Smith
Avoid: Jane Doe – Austin Luxury Realtor, John Smith – Best Scottsdale Real Estate Agent, Miami Beach Homes by Jane Doe
Although adding keywords may seem like a good idea, Google’s Business Profile guidelines require your business name to accurately represent your real-world business. Keyword stuffing can result in profile edits, suspensions, or verification issues.
Checklist
☐ My business name matches my real-world professional name.
☐ I have not added cities, services, or marketing phrases to my business name.
☐ My business name is consistent across my website and online profiles.
Choosing the Wrong Primary Category
Your primary category is one of the strongest ways to tell Google what your business is.
For most individual practitioners, the recommended primary category is:
Real Estate Agent
Many agents accidentally select categories that don’t accurately represent their business, or they choose Real Estate Agency, which is typically more appropriate for the brokerage itself.
Choosing the wrong category can make it harder for Google to understand your business and may create confusion for potential clients.
Checklist
☐ My primary category accurately represents my business.
☐ My brokerage uses Real Estate Agency, while my practitioner profile uses Real Estate Agent, when appropriate.
☐ Any secondary categories accurately reflect the services I provide.
Creating Duplicate Profiles
Google generally allows one profile for each eligible business or practitioner.
Duplicate profiles can:
- Split your reviews
- Confuse potential clients
- Create ownership conflicts
- Trigger Google’s duplicate detection
- Make profile management much more difficult
Before creating a new profile, always search Google Search and Google Maps to see whether one already exists.
If you discover an existing listing that represents you, request access instead of creating another profile.
Checklist
☐ I searched for existing profiles before creating a new one.
☐ I do not have multiple Google Business Profiles representing the same business.
☐ I know who owns and manages my profile.
Purchasing or Creating Fake Reviews
Reviews should always reflect genuine customer experiences.
Google prohibits:
- Buying reviews
- Offering incentives in exchange for reviews
- Asking people who were not actual clients to leave reviews
- Writing reviews for yourself
- Having employees pose as customers
Besides violating Google’s policies, fake reviews undermine trust with future clients.
Instead, build your reputation the right way by consistently asking satisfied clients to share honest feedback.
One authentic review is worth far more than several questionable ones.
Checklist
☐ All of my reviews come from genuine clients.
☐ I never offer incentives for reviews.
☐ I request honest feedback from every satisfied client.
Letting Information Become Outdated
Your Google Business Profile should reflect your business today—not six months ago.
Outdated information creates frustration for potential clients and can lead to missed opportunities.
Regularly review your:
- Business hours
- Phone number
- Website
- Office address
- Service areas
- Business description
- Photos
Even small changes, such as switching brokerages or updating your website, should be reflected on your profile promptly.
Checklist
☐ My contact information is current.
☐ My office location is accurate.
☐ My business hours are correct.
☐ My profile reflects my current business.
Broken Website Links
A Google Business Profile should make it easier for clients to learn more about you—not lead them to an error page.
Broken website links create a poor first impression and may cause prospective clients to leave before contacting you.
Regularly test your website link to confirm that it:
- Loads correctly
- Uses HTTPS
- Works on mobile devices
- Directs visitors to the appropriate page
If you have recently redesigned your website or changed domains, double-check that your Google Business Profile has been updated accordingly.
Checklist
☐ My website link works correctly.
☐ My website is secure (HTTPS).
☐ Visitors land on the correct page.
☐ My website is mobile friendly.
Using the Wrong Phone Number
Your phone number should connect potential clients directly to you.
Avoid using:
- Your brokerage’s main office phone number
- An outdated phone number
- A number you no longer monitor
- A phone number that doesn’t match your broader business presence
If you decide to use a dedicated business phone number, update your website and major professional profiles so your business information remains as consistent as possible.
Before publishing any phone number, test it to make sure calls and voicemail are working correctly.
Checklist
☐ My phone number connects directly to me.
☐ My phone number is monitored regularly.
☐ My phone number matches my website and other professional profiles.
☐ Calls and voicemail have been tested recently.
Forgetting to Monitor Your Profile
Many agents create a Google Business Profile, verify it, and never look at it again.
Unfortunately, Google Business Profiles are not “set it and forget it.”
Over time:
- Clients leave new reviews.
- Google may suggest edits.
- Contact information changes.
- Photos become outdated.
- Broken links can appear.
- Business hours may need updating.
Reviewing your profile for just a few minutes each month can help ensure it continues representing your business accurately.
Quick Mistake Prevention Checklist
Use this checklist as part of your monthly profile review.
☐ My business name follows Google’s guidelines.
☐ My primary category is accurate.
☐ I have only one Google Business Profile.
☐ My reviews are authentic.
☐ My contact information is current.
☐ My website link works correctly.
☐ My phone number is accurate.
☐ My profile reflects my current business.
☐ I review my profile regularly for updates or suggested edits.
Avoiding these common mistakes helps create a stronger, more trustworthy Google Business Profile that accurately represents your business and provides a better experience for future buyers and sellers. A few minutes of regular maintenance can prevent problems that are much more difficult to fix later.
Protecting Your Phone Number from Spam Calls
One of the biggest frustrations many real estate agents experience after creating a Google Business Profile is an increase in unwanted sales calls and robocalls.
If you’ve recently published your phone number online and suddenly started receiving calls claiming to be “Google,” “Google Maps,” or companies promising to improve your rankings, you’re not imagining it.
Unfortunately, publishing a business phone number online can make it easier for telemarketers and automated dialing systems to find it.
The good news is that you don’t have to choose between protecting your privacy and maintaining a strong online presence.
Why Does This Happen?
Google does not sell your phone number.
However, Google Business Profiles are public, and many companies use automated software to collect publicly available business information from across the web.
Some of these businesses are legitimate marketing companies.
Many are simply aggressive telemarketers or robocall operations.
Once your business phone number becomes publicly available, it’s common to receive an increase in unsolicited calls.
Should You Remove Your Phone Number?
In most cases, no.
Your phone number is one of the primary ways prospective buyers and sellers contact you.
Many people searching on Google are looking for a real estate agent they can call immediately.
Removing your phone number entirely creates unnecessary friction for legitimate clients and may reduce opportunities for prospective buyers and sellers to contact you.
Instead of removing your phone number, consider using a dedicated business phone number.
Consider Using a Dedicated Business Number
Rather than publishing your personal cell phone number, many real estate professionals choose to use a dedicated business number.
A business phone number allows you to:
- Keep your personal number private
- Separate business and personal calls
- Maintain a more professional image
- Continue receiving calls on your cell phone through call forwarding
- Change carriers or devices without changing your public business number
A dedicated business number becomes your public-facing contact information while your personal cell number remains private.
Add Call Screening
Some virtual phone providers offer call screening or automated attendants that help reduce unwanted calls before they ever reach you.
For example, an automated greeting might say:
“Thank you for calling Jane Doe Real Estate. Please press 1 to be connected.”
Many basic robocalls and automated dialing systems cannot complete this step, while genuine buyers and sellers usually have no trouble continuing the call.
No spam-filtering system can eliminate every unwanted call, but call screening can significantly reduce interruptions compared to publishing a personal cell phone number directly.
Keep Your Business Number Consistent
If you decide to adopt a dedicated business phone number, make it your primary business number everywhere.
Update your:
- Google Business Profile
- Website
- Brokerage agent page
- Facebook Business Page
- Instagram business profile
- Zillow profile
- Realtor.com profile
- Homes.com profile
- Apple Business Connect
- Bing Places
- Business cards
- Email signature
Using one consistent business number across your online presence helps create a better experience for clients and provides consistent business information across the web.
Rather than maintaining multiple public phone numbers indefinitely, transition to one primary business number whenever practical.
Choosing a Virtual Business Phone Provider
Several reputable providers offer business phone numbers with features such as call forwarding, voicemail transcription, texting, and call screening.
Examples include:
- Google Voice (paid plans)
- Quo (formerly OpenPhone)
- Dialpad
- Grasshopper
Features and pricing change over time, so compare providers based on the needs of your business.
When evaluating a provider, consider:
- Local phone numbers
- Call forwarding
- Business texting
- Mobile app quality
- Voicemail transcription
- Call screening or auto-attendant options
- Ease of transferring your number in the future
Choose a solution that you can comfortably use for years rather than switching numbers frequently.
Archer Collaborative Recommendation
If your personal cell phone is already widely published online and you are comfortable continuing to use it, changing numbers may not be necessary.
However, if you’re creating a new Google Business Profile or want better separation between your business and personal life, a dedicated business phone number is often worth considering.
If you make that change, update your website and major professional profiles as part of the transition so your public business information remains as consistent as possible.
Phone Number Protection Checklist
☐ I use a phone number that connects directly to me.
☐ I have considered using a dedicated business phone number.
☐ My business number is published consistently across my website and major professional profiles.
☐ My voicemail greeting sounds professional.
☐ I have tested my phone number, voicemail, and text messaging.
☐ I understand that publishing a business phone number may increase unsolicited calls.
☐ If needed, I use call screening or an auto-attendant to help reduce spam calls.
☐ My contact information is accurate everywhere my business appears online.
A phone number should make it easy for legitimate buyers and sellers to reach you—not create unnecessary headaches. Choosing the right business phone solution now can help protect your privacy, present a more professional image, and provide a better experience for future clients.
Monthly Google Business Profile Maintenance Checklist
Creating a great Google Business Profile is only the beginning.
Your business changes over time. You close more transactions, receive new reviews, add photos, update your website, and occasionally Google or the public may suggest edits to your profile.
A profile that stays current demonstrates that your business is active, engaged, and committed to providing accurate information to potential clients.
The good news? You don’t need to spend hours maintaining it. A simple routine each month can help keep your profile in great shape.
Monthly Checklist
Set aside 15–30 minutes each month to review your profile.
Review Your Business Information
Confirm that all of your core business information is still accurate.
Check your:
- Business name
- Phone number
- Website
- Office address or service area
- Business hours
- Appointment link
- Business description
If anything has changed, update it promptly.
Checklist
☐ Business information is accurate.
☐ Business hours are current.
☐ Website link works.
☐ Appointment link works (if applicable).
☐ Phone number is correct.
Respond to New Reviews
If you’ve received new reviews, reply to them as soon as reasonably possible.
Aim to:
- Thank the client personally.
- Keep your response authentic.
- Mention the community or service naturally when appropriate.
- Maintain a warm, professional tone.
If you receive a negative review:
- Stay professional.
- Respond thoughtfully.
- Avoid discussing confidential client information.
- Offer to continue the conversation privately if appropriate.
Checklist
☐ All new reviews have been answered.
☐ Responses are personalized.
☐ Negative reviews have been handled professionally.
Verify Your Website
Your website is one of the most important destinations connected to your profile.
Take a few minutes to make sure it still:
- Loads correctly
- Uses HTTPS
- Works on mobile devices
- Displays current information
- Has working contact forms
- Doesn’t contain broken links
Checklist
☐ Website loads properly.
☐ Contact forms work.
☐ Website is secure.
☐ Important pages are accessible.
Check Your Contact Methods
Imagine you’re a prospective client.
Try contacting yourself.
Test:
- Phone number
- Voicemail
- Text messaging
- Contact forms
- Appointment scheduling
It’s much better to discover an issue yourself than to have a client experience it first.
Checklist
☐ Phone calls connect properly.
☐ Voicemail works.
☐ Contact forms function correctly.
☐ Appointment scheduling works.
Quarterly Checklist
Every three months, spend a little more time reviewing your overall online presence.
Review Your Business Description
As your business grows, your description should evolve too.
Ask yourself:
- Does it still reflect my business?
- Have my specialties changed?
- Am I serving new communities?
- Is there anything outdated?
Refresh your description if needed while keeping it natural and client-focused.
Checklist
☐ Business description reviewed.
☐ Communities served are current.
☐ Services accurately reflect my business.
Review Your Services
Google occasionally updates available service options.
Review your Services section and:
- Add new services when appropriate.
- Remove services you no longer provide.
- Confirm everything remains accurate.
Checklist
☐ Services reviewed.
☐ New services added if appropriate.
☐ Outdated services removed.
Review Your Photos
Your profile should reflect your current business—not your business from three years ago.
Look through your gallery.
Remove or replace photos that:
- No longer represent your branding.
- Show outdated team members.
- Feature sold listings that are no longer relevant.
- Are poor quality.
Checklist
☐ Gallery reviewed.
☐ Outdated photos removed if appropriate.
☐ Branding remains consistent.
Search for Yourself
Search your own name on Google and Google Maps.
Review your profile as if you were a prospective client.
Ask yourself:
- Would I trust this agent?
- Is everything accurate?
- Is anything confusing?
- Does my profile feel current?
You may notice opportunities for improvement that aren’t obvious when editing your profile.
Checklist
☐ Searched my business on Google.
☐ Searched my business on Google Maps.
☐ Reviewed my profile from a client’s perspective.
Yearly Checklist
At least once each year, perform a comprehensive review of your Google Business Profile and broader online presence.
Review Ownership and Access
Confirm that the right people still have access to your profile.
Remove:
- Former assistants
- Former employees
- Previous marketing agencies
- Anyone who no longer needs access
Review:
- Primary owner
- Owners
- Managers
Keeping access current helps protect your business.
Checklist
☐ Ownership reviewed.
☐ Managers reviewed.
☐ Unnecessary access removed.
Review Your Branding
Look across your online presence.
Is your:
- Professional headshot current?
- Brokerage affiliation accurate?
- Website up to date?
- Contact information consistent?
- Branding cohesive?
Small branding updates can make a significant difference in how clients perceive your business.
Checklist
☐ Professional photo reviewed.
☐ Branding updated where needed.
☐ Contact information consistent across platforms.
Review Your Online Presence
Your Google Business Profile is only one part of your digital presence.
Review the major places where potential clients may find you.
Examples include:
- Personal website
- Brokerage website
- Zillow
- Realtor.com
- Homes.com
- Apple Business Connect
- Bing Places
Look for:
- Consistent business information
- Working website links
- Accurate phone numbers
- Current photos
- Updated biographies
Checklist
☐ Major profiles reviewed.
☐ Contact information is consistent.
☐ Website links work.
☐ Professional branding is consistent.
Archer Collaborative Recommendation:
The best Google Business Profiles aren’t necessarily the ones that receive the most attention—they’re the ones that receive consistent attention.
A simple monthly review can help prevent outdated information, broken links, missed reviews, and inaccurate edits before they become larger problems.
Consistency almost always beats perfection.
Google Business Profile Maintenance
Every Month
☐ Review business information
☐ Respond to new reviews
☐ Upload fresh photos
☐ Review suggested Google edits
☐ Test website and contact methods
Every Quarter
☐ Review business description
☐ Review services
☐ Refresh photos
☐ Search your business on Google and Google Maps
Every Year
☐ Review ownership and managers
☐ Update branding
☐ Audit your broader online presence
☐ Confirm business information is consistent across major platforms
Your Google Business Profile should grow alongside your business. By investing a small amount of time on a regular schedule, you’ll create a profile that accurately represents your business, provides a better experience for prospective clients, and continues supporting your online presence for years to come.
Frequently Asked Questions
Below are answers to some of the questions real estate agents ask most often about Google Business Profiles. Google’s guidelines evolve over time, so it’s always a good idea to review Google’s official documentation if you’re unsure about a specific situation.
Can real estate agents have their own Google Business Profile?
Yes. Google allows eligible individual practitioners, including real estate agents, to have their own Google Business Profile when they meet Google’s eligibility requirements.
If your brokerage also has a Google Business Profile, your profile represents you as an individual professional, while the brokerage’s profile represents the company.
Should I use my brokerage’s office address?
It depends.
If you genuinely work from the office, can meet clients there during your stated business hours, and your brokerage permits you to use the address, you may be eligible to display the office address. Just confirm with your brokerage office.
If you primarily work remotely or meet clients at homes and properties rather than your office, a service-area profile may be more appropriate.
Always follow Google’s current Business Profile guidelines.
Can multiple real estate agents use the same office address?
Yes. Google allows multiple eligible practitioners to have their own Google Business Profiles at the same office location, provided each profile represents a different public-facing professional who is genuinely associated with that office.
The brokerage should also maintain its own separate Google Business Profile.
Should I display my address or hide it?
The answer depends on how your business operates.
If clients regularly meet you at your office and you satisfy Google’s eligibility requirements, displaying the office address may be appropriate.
If you primarily travel to clients or work remotely, you may be better served by using a service-area business configuration that hides your address.
The goal is always to represent your business accurately.
Can I work from home and still have a Google Business Profile?
Yes, if your business is eligible under Google’s guidelines. Many service-based businesses operate from home while serving clients at their locations.
In these situations, agents often choose to hide their home address and define the communities they serve using service areas.
Do I need a website to have a Google Business Profile?
No. A website is not required to create a Google Business Profile.
However, having a professional website provides additional information for prospective clients and gives them a place to learn more about your services after discovering you through Google Search or Google Maps. A Google Business Profile and a website work best together.
Should I use my brokerage’s website or my own?
You should link to your own professional website or your dedicated agent page.
Avoid directing people to a generic brokerage homepage where they have to search again to find your information. Your website should make it easy for prospective clients to learn about you and contact you.
What is the best primary category for a real estate agent?
For most individual practitioners, the recommended primary category is: Real Estate Agent
Brokerages typically use Real Estate Agency as their primary category. Choose the category that most accurately reflects your business.
Can I add keywords to my business name?
No. Google’s guidelines require your business name to reflect your real-world business name. Adding phrases such as the following may violate Google’s guidelines and could lead to profile edits or suspension:
- Top Real Estate Agent
- Best Realtor
- Luxury Homes
- Scottsdale Realtor
How many Google reviews should I have?
There is no minimum number required. Instead of focusing on a specific number, focus on consistency. A steady stream of authentic reviews collected over time is generally more valuable than receiving many reviews all at once. Quality, recency, and authenticity matter more than simply chasing a large total.
Should I respond to every review?
Yes. Responding to reviews demonstrates professionalism, appreciation, and engagement. Whenever possible, respond to both positive and negative reviews in a timely, thoughtful manner. Future clients often read your responses just as carefully as they read the reviews themselves.
Can I ask clients for Google reviews?
Yes. Google encourages businesses to ask customers for honest reviews. The important word is honest. Do not offer incentives, discounts, gifts, or anything of value in exchange for reviews. Simply ask your clients to share their genuine experience.
How often should I update my Google Business Profile?
You don’t need to update your profile every day. Instead, review it regularly. A good maintenance schedule includes:
- Monthly profile review
- Prompt review responses
- Periodic photo uploads
- Updating business information whenever it changes
A profile that stays current provides a better experience for potential clients.
How often should I post updates?
Only post when you have something valuable to share. Examples include:
- New listings
- Market updates
- Community events
- Open houses
- Home buying or selling tips
- Company announcements
Posting consistently can help demonstrate that your business is active, but quality is more important than quantity.
Do photos really matter?
Absolutely. Professional photos help potential clients connect with your business before contacting you.
Keep your gallery current with:
- Professional headshots
- Team photos
- Community photos
- Office images
- Listing photos (when appropriate)
Fresh, high-quality images create a stronger first impression.
Will a Google Business Profile help me rank higher on Google?
A Google Business Profile is an important part of your local online presence, but it is only one piece of the puzzle. Google’s local results are influenced by factors such as relevance, distance, and prominence.
Your website, reviews, business information, and broader online presence all work together to support your visibility. No one can guarantee rankings.
Can I have more than one Google Business Profile?
Generally, no. Most individual real estate agents should have one practitioner profile representing their business.
Creating multiple profiles for the same person can create confusion and may violate Google’s guidelines.
Should I create a separate profile for luxury homes or investment properties?
Generally, no. Your specialties should be reflected within your existing Google Business Profile through your business description, services, website, and content—not by creating multiple practitioner profiles.
What happens if I change brokerages?
If you already own your Google Business Profile, you can usually update your business information to reflect your new brokerage, provided the profile continues to represent the same individual practitioner and complies with Google’s guidelines. Before making significant changes, review Google’s current guidance and confirm your new office setup meets eligibility requirements.
What should I do if my profile gets suspended?
Don’t panic. Many suspensions can be resolved once the underlying issue is identified. Begin by reviewing Google’s Business Profile guidelines to determine what may have triggered the suspension. Common causes include:
- Business name violations
- Ineligible addresses
- Duplicate profiles
- Verification issues
- Significant profile changes
Gather supporting documentation before submitting an appeal, and avoid making repeated changes while your appeal is under review.
Can Archer Collaborative help manage my Google Business Profile?
Yes. If you’d rather spend your time serving buyers and sellers than managing your online presence, Archer Collaborative can help. Our services include:
- Google Business Profile setup
- Profile optimization
- Ongoing maintenance
- Website optimization
- Local SEO
- Google Search Console
- Google Analytics
- AI search optimization
Our goal is simple: help real estate professionals become easier to find, easier to trust, and easier for Google and AI to understand.
Still Have a Question?
Google Business Profiles continue to evolve, and every real estate business is a little different.
If you have a question that wasn’t answered here, we’d love to help.
Contact us at info@archercollaborative.com or 615-601-1423.
The Ultimate Google Business Profile Checklist for Real Estate Agents
Congratulations! If you’ve worked through this guide, you’re well on your way to building a stronger Google Business Profile.
To make ongoing maintenance easier, we’ve condensed everything into one printable checklist. Use it when creating a new profile, auditing an existing one, or reviewing your profile throughout the year.
You can bookmark this page, print it, or save it as part of your regular business maintenance routine.
Foundation
Profile Setup
☐ Claimed my Google Business Profile
☐ Verified my profile with Google
☐ I am the Primary Owner of my profile
☐ Two-factor authentication is enabled on my Google account
☐ No duplicate Google Business Profiles exist
☐ My profile follows Google’s current Business Profile guidelines
Business Information
☐ Business name matches my real-world professional name
☐ Primary category is Real Estate Agent
☐ Secondary categories accurately represent my business
☐ Office address or service area is configured correctly
☐ Business hours are accurate
☐ Phone number connects directly to me
☐ Website link is correct
☐ Appointment link is working (if applicable)
Profile Optimization
Description
☐ Business description is complete
☐ Clearly explains who I help
☐ Naturally mentions the communities I serve
☐ Highlights my experience and approach
☐ Reads naturally without keyword stuffing
Services
☐ Relevant services added
☐ Services accurately represent my business
☐ No unnecessary services selected
Photos
☐ Professional headshot uploaded
☐ Office photos added
☐ Community photos included
☐ Listing photos added where appropriate
☐ At least 10 high-quality photos uploaded
☐ Photos accurately represent my business
Attributes
☐ Applicable attributes completed
☐ Information is accurate and current
Social Profiles
☐ Professional social profiles connected
☐ Branding is consistent across platforms
☐ Website and contact information match across my online presence
Reviews
☐ I have a Google review link saved
☐ I ask every satisfied client for a review
☐ I request reviews shortly after closing
☐ I never offer incentives for reviews
☐ I respond to every review
☐ Review responses are personalized
☐ Negative reviews are handled professionally
Phone & Contact Information
☐ Phone number is monitored regularly
☐ Calls and voicemail have been tested
☐ Contact forms work correctly
☐ Website links are working
☐ If using a dedicated business number, it is used consistently across my website and major professional profiles
Monthly Maintenance
☐ Review business information
☐ Respond to new reviews
☐ Upload new photos
☐ Review suggested Google edits
☐ Test website links
☐ Test contact forms
☐ Verify phone number
☐ Confirm appointment links work
Quarterly Maintenance
☐ Review business description
☐ Review services
☐ Refresh photos
☐ Search for my business on Google Search
☐ Search for my business on Google Maps
☐ Review my profile from a client’s perspective
Annual Maintenance
☐ Review profile ownership
☐ Remove former employees or vendors
☐ Update branding
☐ Review website
☐ Confirm consistent business information across:
- Website
- Brokerage profile
- Zillow
- Realtor.com
- Homes.com
- Apple Business Connect
- Bing Places
Quick Self-Audit
Foundation
☐ Profile claimed
☐ Profile verified
☐ Correct business name
☐ Correct category
☐ Correct phone number
☐ Correct website
☐ Correct address or service area
Optimization
☐ Complete description
☐ Services added
☐ 10+ professional photos
☐ Review strategy in place
☐ Social profiles connected
Maintenance
☐ Monthly review completed
☐ Website tested
☐ Contact information current
☐ Reviews answered
☐ Google edits reviewed
Need a Second Set of Eyes?
Sometimes it’s difficult to spot opportunities in your own profile.
If you’d like an expert review, Archer Collaborative can audit your Google Business Profile and provide personalized recommendations to help strengthen your online presence.
Explore More Free Resources
Continue learning with these in-depth guides from Archer Collaborative:
- Google Business Profile Optimization for Real Estate Agents
- How to Rank Higher on Google
- How to Show Up in AI Search Results
- SEO for Real Estate Professionals
- Real Estate Website Design
Whether you’re creating your first Google Business Profile or fine-tuning an existing one, remember that consistency matters more than perfection. Small improvements made over time can have a meaningful impact on how buyers and sellers discover and evaluate your business online.
Need Help?
Building and maintaining a great Google Business Profile takes time.
As a real estate professional, your expertise is helping buyers and sellers navigate one of the biggest decisions of their lives—not keeping up with Google’s latest Business Profile guidelines, monitoring profile edits, requesting reviews, or optimizing your online presence.
If you’d rather spend your time serving clients while knowing your Google Business Profile is in good hands, Archer Collaborative is here to help.
We work exclusively with real estate professionals to create an online presence that is accurate, professional, and designed to build trust with both potential clients and search platforms like Google and AI.
How Archer Collaborative Can Help
Google Business Profile Setup
Starting from scratch?
We’ll create or claim your Google Business Profile, verify ownership, and ensure every important field is completed accurately from the beginning.
Google Business Profile Optimization
Already have a profile?
We’ll review it from top to bottom and optimize your:
- Business information
- Categories
- Description
- Services
- Photos
- Contact information
- Website connection
- Overall profile completeness
Our goal is to help your profile accurately represent your business while following Google’s current guidelines.
Ongoing Monthly Maintenance
Your business evolves, and your Google Business Profile should evolve with it.
Our monthly maintenance service helps ensure your profile stays current by:
- Monitoring profile accuracy
- Reviewing suggested Google edits
- Testing website and contact links
- Reviewing business information
- Monitoring reviews
- Providing recommendations when opportunities arise
Instead of wondering whether your profile is still working for your business, you can focus on serving your clients.
Beyond Google Business Profiles
A Google Business Profile is one important piece of your online presence—but it’s only one piece.
Archer Collaborative also helps real estate professionals with:
- Real estate website design
- Local SEO
- AI search optimization
- Google Search Console
- Google Analytics
- Website audits
- Online presence strategy
- Brokerage website optimization
When these pieces work together, they create a stronger online presence than any one platform can provide on its own.
Our Goal Is Simple
We believe every real estate professional deserves an online presence that reflects the quality of service they provide.
Our mission is to help real estate agents become:
- Easier to find
- Easier to trust
- Easier for Google and AI to understand
Ready to Strengthen Your Online Presence?
Whether you need help setting up your first Google Business Profile or optimizing an existing one, we’d love to help.