4 Must-Haves for Your Realtor Google My Business Profile

f you’re a real estate agent in 2025 and not actively managing your Google My Business (GMB) profile, you’re leaving opportunities—and leads—on the table. With buyers and sellers turning to Google first when searching for a local expert, your GMB profile is often the first impression you make online. And the best part? It’s free.

But simply claiming your profile isn’t enough. To truly stand out in a competitive market, your GMB listing needs to be accurate, active, and strategically optimized. Whether you’re a new agent or a seasoned pro, these realtor tips will help you make the most of one of the most powerful tools in your realtor marketing toolbox.

In this post, we’ll break down four must-haves for your Google My Business profile and the one big mistake that many realtors make (spoiler: it has to do with your listings). Let’s start with the basics.

Must-Have #1: A Complete and Verified Profile

This one seems simple, but you’d be surprised how many realtors never fully complete—or even verify—their GMB profile. Think of it like a digital business card and storefront all in one. If your information is incomplete or outdated, potential clients may pass you by entirely.

Start by making sure your your NAP (Name, Address, and Phone Number) is accurate and consistent with what’s listed on your website, social profiles, and real estate platforms. Google loves consistency, and it builds trust with both search engines and potential clients.

Next we’re going to claim and verify our business through Google. There is no more “post card” verification process. Google will search the web and your provided information and website to verify that your business is accurately portrayed. The more accurate information you have on the web before requesting verification, the better. Make sure you’re using your full professional name as your business title, and be sure to use a google profile linked to your business email rather than a generic Gmail or Yahoo address if possible. It adds a layer of professionalism that can set you apart from agents who appear less established.

A verified and accurate GMB profile is the foundation for strong local SEO, and it’s one of the most overlooked realtor marketing moves you can make.

Pro-Tip: Match up all your social media and business listing citations with your NAP for your website and your GMB profile. If you want a list of the best citation sites to boost your SEO, check out our post here. A proper NAP will allow google to link your online profiles to your search. Make sure you add your name and any brokerage details in the about section, not in your name. Google treats realtors as INDEPENDENT PRACTITIONERS just like doctors.

Must-Have #2: Regular Photo and Post Updates

Think of your Google My Business profile as a living digital storefront. If it looks outdated or inactive, potential clients may assume you’re not engaged—or worse, not in business. That’s why regularly updating your profile with fresh photos and posts is one of the smartest realtor marketing moves you can make.

Start with high-quality photos that reflect your brand and your market. That means more than just a headshot—include photos of you with happy clients at closings, in front of recently sold homes, or out and about in your local community. If you’re part of a team, include group shots. If you work a specific neighborhood or niche (like waterfront homes or new construction), highlight that visually.

In addition to photos, use the Posts feature on your GMB profile to share updates. Just sold a listing? Post it. Hosting an open house this weekend? Post it. Volunteering at a local event or sponsoring a school fundraiser? You guessed it—post it. These updates signal to Google (and your future clients) that you’re active, trustworthy, and engaged in your market.

Keeping your profile fresh with relevant, local content boosts engagement and helps your listing rank higher in local search results—one of the most powerful realtor tips we can give.

Pro-Tip: Post your open houses as EVENTS on your profile with hours and a link to your listing on your own website with relevant neighborhood and location keywords.

Must-Have #3: Ask for Reviews and Respond Promptly

Reviews are one of the biggest drivers of trust and visibility on Google My Business. For realtors, they can be the difference between being contacted—or completely overlooked.

After every closing, make it a habit to ask your clients for a Google review. The key is to make it easy: text them the link, send a follow-up email, or automate the request as part of your post-closing workflow. You don’t need dozens overnight, but steady, consistent reviews build powerful social proof that helps you rise in search rankings and build credibility with prospects.

Just as important as asking for reviews is responding to them. Thank every client who leaves a review, and respond professionally—even to the occasional critical one. Google rewards active engagement, and potential clients will notice that you take your business (and client relationships) seriously.

This is one of the most overlooked realtor tips, and yet it’s one of the most impactful. Make reviews a core part of your Google My Business for realtors strategy—and watch your visibility grow.

Pro-Tip: Build your review ask into your CRM like Follow Up Boss or Lofty with a multi touch automation via email, text and a manual call over 3 weeks. If you don’t get the review in person it can take up to 5 touches to get a review. Tag those reviewers in your CRM and build yourself a list of loyal customers for events, new marketing efforts and incase you need to get reviews on a new platform, you’ll know who already gave you one.

Must-Have #4: Add Your Services (the Right Way)

Your potential clients want to know what you actually do—and Google wants to show them relevant results. That’s where the “Services” section in your Google My Business profile comes in. This is your opportunity to clearly communicate your specialties and improve how your profile ranks in local search.

Use this section to list out key services you offer:

• Buyer representation

• Listing services

• Relocation assistance

• First-time homebuyer consultations

• Luxury home expertise

• Any specialty property experience

Each service should have a short, keyword-friendly description that’s easy for clients (and Google) to understand. Be specific and avoid fluff. For example, instead of “Home Sales,” say “Helping homeowners in Austin sell their homes quickly and for top dollar.”

This is a highly underused feature in Google My Business for realtors, and optimizing it can give you a serious edge in local rankings. Just be sure to keep it clean and professional—no keyword stuffing, and no exaggerating your services.

Pro-Tip: Check your account periodically for Google suggested services as they will start suggesting Service results based on what people are searching for in your area and your crawled web presence.

What NOT to Do: Don’t Add Listings to the Products Section

This is a big one, and a mistake we still see too often: Do not use the “Products” section in GMB to post your listings.

It might seem like a convenient way to showcase your properties, but that section was designed for businesses with fixed-price, shippable products or services that you provide—not for real estate listings. Adding listings there can confuse Google’s algorithm, miscategorize your business, and in some cases, violate Google’s policies, which could lead to your profile being suspended or flagged.

Instead, use the Posts feature to highlight your active listings, open houses, or recently sold properties. You can also link directly to your listings on your website or IDX feed from your GMB profile or website link. That’s a far better way to share your inventory without misusing the platform.

This is a critical realtor tip that could save you from a lot of frustration down the road. Remember, GMB is a local visibility tool—not a listing feed. Use it correctly and consistently, and it will reward you.

Turn Your GMB Profile into a Lead-Generating Machine

Your Google My Business profile isn’t just a box to check—it’s a powerful, free marketing tool that can boost your visibility, credibility, and client conversions when used the right way. By focusing on these four must-haves—completing your profile, updating photos and posts regularly, gathering reviews, and optimizing your services—you’re laying the foundation for long-term success in your local market.

And remember, just as important as what you should do is what you shouldn’t—avoid misusing the Products section for listings. Keeping your profile aligned with Google’s best practices ensures better visibility and helps build lasting trust with future clients.

If you haven’t reviewed your GMB profile in a while, now’s the time. These simple yet strategic updates can make a major difference in your business. And if you need support or want to brainstorm your realtor marketing game plan, we’re here to help.

Let’s make your Google My Business profile work as hard as you do.