Google Business Profile for Real Estate Agents: Ranking Playbook and Review Scripts
Your Google Business Profile is a free storefront that outranks most websites for local intent. Tighten the build once, then run short weekly actions that move you into more discovery moments. To capture demand across all channels, pair this with How to Get Real Estate Leads Online: The Ultimate Guide for Real Estate Agents.
What to Do First
Claim and verify your profile inside Google Business Profile Manager. Use your legal name only. If you meet clients at an office, list the office address. If you work as a service area, hide the address and select the service areas you cover.
Pick one primary category such as Real Estate Agency or Real Estate Consultant. Add hours, phone, website, and a clean two-line description that explains who you help and the next step. Upload an office exterior and a neutral headshot that you own.
- Make NAP exact. Match name, address, and phone across your site and profiles.
- Use one clear category plus one secondary if it fits. Skip long stacks of weak categories.
- UTM tag your website link to track calls and visits in your analytics tool.
Quick Setup Checklist
Ten items bring a cold profile to a working baseline. You can complete these in one session. Keep the copy simple and specific to your work.
Use your own assets. Avoid stock. Keep file names clean and readable. Write short captions that state value, not fluff.
- Profile photo and a clean cover image that you own.
- Short description with one benefit and one call to action.
- Services list with three to five items such as listing prep or negotiation.
- Q and A seeded with three common questions and clear answers.
- Booking link that points to a consult form or calendar page.
Why This Pays Off
Map results sit above most organic listings. People searching on phones want a fast next step. Profiles that show recent activity and recent reviews win more of those moments.
Treat this like a small channel that grows with steady inputs. A weekly post, a few review requests, and fast replies will move the needle across a month. Expect example ranges rather than promises.
Main Moves
Run a simple content rotation. Post a market stat this week. Post a client story next week. Post a listing teaser the week after that. Close each post with one clear next step such as a consult or a private tour request.
Add two new photos each month that show your area and your work. Exterior, interior, neighborhood sign, or a community spot with permission. Keep orientation vertical or square for mobile clarity.
- Answer every question posted on your profile within two days.
- Use the booking link field for a direct path to your calendar.
- Save your short review link in your phone notes for fast sharing.
Weekly Operating Rhythm
Keep the cadence light. Ten minutes on Monday for one post. Five minutes on Wednesday to answer Q and A and messages. Ten minutes on Friday to send review requests. That rhythm is enough to show consistent activity.
Measure what you control. Posts published, review requests sent, and reviews received. Treat these as target benchmarks that guide effort. Over a quarter you will see more calls and map views as example ranges without making claims.
Review Collection Workflow
Ask early and ask often. Winning review velocity beats waiting for perfect essays. The best time is right after a helpful moment such as an inspection resolution or keys in hand.
Use one short message with a direct link. Keep it human. Thank them. Ask for one line about their situation and your help. Follow up once after two days if no reply. Stop after the second ask.
Three Ready-to-Use Script Frameworks
Post Closing Text with Direct Review Link
Dialogue
- Hook: Congrats again on the keys. Quick favor that helps neighbors find honest help.
- Build: Would you share one line about your experience on my Google profile. It takes half a minute.
- CTA: Here is the link. Your note helps local families find straight answers.
On-screen text bullets
- Congrats again
- Thirty seconds
- Google link
- Helps neighbors
Shot list and beat
- Phone screen shows pasting the short link into a text message.
- Client reply reads done with a thumbs up text icon on phone.
- Profile shows new review count and the star average.
Timing note
Send within two hours of the handoff. If no reply by day two, nudge once, then stop.
Vendor Partner Ask after a Smooth Inspection
Dialogue
- Hook: Thanks for the fast turnaround today.
- Build: I keep my Google profile current so people know who plays well on a deal.
- CTA: Would you post a short line about working together. I will do the same for you.
On-screen text bullets
- Mutual boost
- One sentence
- Share link
- Reciprocal note
Shot list and beat
- Handshake clip at the job site with a quick smile.
- Cut to both business profiles on a phone screen.
- Each person leaves a sentence review and confirms.
Send the ask the same day while the win is fresh.
Open House QR Card with Review Nudge
Dialogue
- Hook: Grab this card for the list and private showing info.
- Build: The code also jumps to my Google profile if this visit helped.
- CTA: One sentence helps other buyers find clear answers.
On-screen text bullets
- QR card
- Private tour
- Review link
- Thank you
Shot list and beat
- Close shot of the QR card on a small stand near the sign in.
- Phone scan animation then the profile shows the write a review button.
- Exit clip with a smile and a short thanks.
Timing note
Mention it once at entry and once at exit. Keep the tone light and optional.
What Matters Most
Velocity beats volume. Two short reviews every week will change the shape of your profile across a quarter. Length helps only if it is specific to a situation. Ask clients to describe the situation and the outcome in their own words.
Response rate shapes trust. Reply to every review within two days. Thank them by name with permission. Mention one concrete detail from the work such as the inspection timeline or the school schedule.
How to Respond to Reviews
Keep replies short. Lead with thanks. State one detail that shows you paid attention. Close with a helpful next step such as a guide or a consult link. Stay calm on tough notes.
For a three star review, thank them, reflect the issue in plain words, and state one action you took. Invite an offline follow up. Future clients read the tone more than the verdict.
- Thank you reply template saved in your notes app.
- Less than five star template that stays neutral and useful.
- One link to a guide that helps similar clients take next steps.
Measurement without Guesswork
Use input metrics that reflect work you control. Count posts, photos, review asks, and replies. Track calls, website visits, and direction requests as example ranges. These are instrumentation benchmarks, not promises.
Mark your booking link with UTM tags so you can see calls from the profile. Read a thirty day view and a ninety day view to understand trend lines. Keep decisions simple and based on visible signals.
Tie It to Your Broader Marketing
Your profile should point to a resource that you control. A short service page or a guide works well. Use the same offer across your email and your social headers so the path looks familiar everywhere.
For channel planning, compare paid vendors and owned channels side by side. Read Best Real Estate Lead Generation Companies for Real Estate Agents for vendor options and budget ideas. Then expand your playbook with 75 Proven Lead Generation Strategies for Real Estate Agents so your pipeline has variety.
Production Plans You Can Repeat
Spend zero to fifty dollars per month. Print twenty QR cards and one small stand. Send twelve review requests per month across new and past clients. Follow up once after two days. Cap reminders to two total per person.
Spend one hundred fifty to three hundred dollars per month. Add a vanity domain that redirects to your review link. Add a small proof booklet for open houses. Boost one post to a tight local radius once per week with a low cap.
Goal: trigger consults from discovery. Audience: movers inside your service area. Creative: one weekly post with a fresh photo and a single benefit line. Headline: Thinking about selling next year. Start with a value brief. CTA: Request a five minute pricing read.
Goal: build trust with proof. Audience: homeowners scanning reviews. Creative: screenshot of a new review plus a one sentence insight. Headline: Closed with a two week rent back so school pickup stayed easy. CTA: Ask about flexible timelines.
Playbook Notes
Template your moves. Save your short review link. Save three ask messages for clients, vendors, and event guests. Save two reply templates. Keep them in a pinned note so your team can copy and use the same tone.
Protect your time. Batch your Monday post and your Friday asks. Put the booking link in the website field and the callout line in the description. Keep your system boring and repeatable so the work gets done.
The Bottom Line
Make your profile complete once. Post weekly. Ask for reviews at helpful moments. Reply fast. Those inputs raise visibility and trust across a quarter. You do not need heavy production to win here.
If you want a done for you layer, our team can connect this work to Email Campaigns, Direct Mail Marketing, and Social Media Marketing so your proof shows up in more places. There are no long-term contracts.
What Successful Real Estate Agents Are Reading
FAQ
What matters most for ranking in the map pack
Completeness, recent activity, proximity, reviews, and relevance. You control the first four. Post weekly, add photos monthly, and request three reviews per client touch. These are target benchmarks, not guarantees.
How do I get my short review link
Open Google Business Profile Manager and select Ask for Reviews to copy your unique link. Save it in your phone notes and your email signature so you can paste it in seconds without searching.
Should I suggest keywords for reviews
No. Ask for honest details about their situation and your help. Natural language reads better and builds trust. That also helps similar clients recognize their own needs in the reviews.
What should I do with a three star review
Reply within twenty four hours. Thank them, reflect the issue in plain words, state one action you took, and invite an offline follow up. Keep it short and calm. Future clients read tone and care.
Do Google posts lead to calls
They can. Keep one clear call to action and a helpful line. Post weekly. Track calls and website visits with UTM so you can read example ranges over thirty and ninety day windows.
Can I use professional photos here
Use assets you own or that your brokerage provides. Avoid stock. Real images of your work, your area, and your clients perform better and keep trust high.
How many fresh reviews should I target this quarter
Set a target benchmark of twelve to twenty new reviews across the quarter. That is three to five asks per week across clients, vendors, and event attendees. Stop after two reminders.
Do I need paid boosts to make this work
No. Organic actions compound. If you choose to boost a post, keep a tight radius and a low cap. Read the data monthly and adjust based on visible signals.
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