When a homeowner searches "real estate agent near me" or "realtor in [town]", Google often shows a map with three local profiles before any websites. Agents in that map pack get calls from sellers and buyers without paying for each lead. A strong Google Business Profile for realtors is one of the most valuable free assets an agent can build.
This guide covers eligibility, setup, reviews, posts and ongoing management for agents, teams and brokerages. For general principles, see our Google Business Profile optimization guide.
Google Business Profile for realtors: eligibility for agents and brokerages
Google's guidelines allow individual practitioners, such as real estate agents, to have their own profiles in many situations, alongside the brokerage's profile. Requirements include serving customers in person and having a real location or service area. Rules change, so check Google's current guidelines before creating a profile.
| Situation | Typical approach |
|---|---|
| Brokerage office | Brokerage profile at the office address |
| Agent at a brokerage office | Individual practitioner profile, often at the office, following Google's rules |
| Team | Team or agent profiles depending on how the team operates and is branded |
| Agent working from home | Service area profile with address hidden |
Choose the right real estate agent GBP category
Choose the primary category that best describes you, such as a real estate agent or real estate agency category, depending on whether the profile represents an individual or a business. Add secondary categories only if they truly apply, such as property management or commercial real estate services where relevant. Check the categories top local competitors use as a reference.
Complete every field
- Name: your real name or registered brand, without keywords.
- Service areas: cities and neighbourhoods you serve.
- Hours: when you take calls and appointments.
- Phone: a number you answer, ideally with tracking; see real estate lead source tracking.
- Website: a relevant page, such as your agent page or seller page, tagged with UTM parameters.
- Services: buyer representation, seller representation, home valuations, relocation, investment property, rentals.
- Description: who you help, where and how, in plain language.
- Photos: professional headshot, team, office, listings you represented, neighbourhood photos.
Google reviews for real estate agents
Reviews are the biggest factor you control. Clients who just closed are usually happy to help:
- Ask at closing or shortly after, when satisfaction is high.
- Send a direct review link by text and email.
- Suggest they mention what you helped with, without scripting their words.
- Respond to every review personally.
- Never offer incentives or post fake reviews.
Reviews on Google also support visibility in AI answers; see real estate AI search optimization. For a full review strategy across platforms, see real estate reviews.
GBP posts for agents
Posts keep the profile active and give searchers useful information:
- Market updates for your area.
- New listings and open houses, following MLS and brokerage rules.
- Just sold announcements, with client permission.
- Neighbourhood highlights and events.
- Seller and buyer tips.
Use real photos and link to relevant pages on your website.
Photos and video
Add new photos monthly: listing photos you own rights to, neighbourhood images, you at events and open houses, short video tours. Profiles with fresh, real images tend to engage more searchers.
Questions and answers
Where the feature is available, answer common questions: "Do you help first-time buyers?", "Which areas do you cover?", "Do you offer free home valuations?". Keep answers accurate and short.
Real estate map pack ranking factors
Local rankings depend on relevance, distance and prominence. You cannot change distance, but you can improve relevance (categories, services, description, website content) and prominence (reviews, links, mentions, local activity). A website with strong neighbourhood content and consistent business information supports your profile; see real estate neighborhood guide.
Team and brokerage profile strategy
Teams and brokerages need a clear plan so profiles help rather than compete. Common principles:
- One profile per eligible office location for the brokerage.
- Individual agent profiles only where agents meet Google's guidelines and the brokerage policy allows.
- Distinct categories and descriptions, so the brokerage profile represents the firm and agent profiles represent individuals.
- Consistent naming and phone numbers across each profile and the matching website pages.
- A shared process for review requests and responses, with brand guidelines.
When an agent leaves, their profile is theirs if it represents them as an individual practitioner, which is one reason clear policies matter.
Track results
Review profile performance monthly: searches, views, calls, website clicks and direction requests. Use call tracking and UTM-tagged links so profile leads appear correctly in your CRM. Ask new clients how they found you.
Compliance
Follow brokerage and state advertising rules on your profile: brokerage name where required, licence information and fair housing-safe language. Some brokerages have specific policies for agent profiles.
Common realtor GBP mistakes
- Adding keywords to the business name, which breaks guidelines.
- Duplicate profiles from previous brokerages that were never removed.
- Asking for reviews in bulk years after transactions.
- Linking to a generic brokerage home page instead of your own page.
- Letting the profile go months without new photos or posts.
Get help with your profile
Projectify Lab manages Google Business Profiles, review processes and local SEO for agents, teams and brokerages. See our SEO services, our real estate marketing and technology approach, or request a free SEO and AI visibility audit.
