Google Business Profile Optimisation 101 For Estate Agents

With local searches driving a significant portion of property enquiries, estate agents can’t afford to overlook their Google Business Profile (GBP). When potential clients search for “estate agents near me” or “letting agents in [town],” a well-optimised GBP can mean the difference between appearing at the top of search results or being buried beneath competitors.

Optimising your Google Business Profile boosts visibility, builds trust, and attracts high-intent local leads—all without spending a penny on ads. But simply having a profile isn’t enough. To make the most of GBP, estate agents need to ensure their listing is fully optimised, up-to-date, and engaging.

This guide breaks down exactly how to claim, verify, and enhance your Google Business Profile to maximise your local search presence.

1. Claiming and Verifying Your Google Business Profile

Before you can optimise your GBP, you first need to claim ownership of your business listing and verify that you have control over it.

How to Claim Your Google Business Profile

1. Go to Google Business Profile and sign in with your Google account.
2. Enter your estate agency’s name. If a profile already exists, you’ll see an option to claim it.
3. Provide your business address and choose “estate agent” or “letting agent” as your business category.
4. Enter your contact details (phone number, website URL).
5. Request verification from Google.

Google requires verification to confirm that you’re the legitimate owner of the business. For estate agents, verification is usually done via:

• Postcard Verification – Google mails a postcard to your office with a verification code.
• Phone Verification – In some cases, you can verify via a phone call or text message.
• Email Verification – Google may allow email verification for businesses with high online credibility.

Without verification, your profile remains unclaimed and vulnerable to incorrect edits. A verified profile ensures that only you can update information, keeping listings accurate and preventing competitors or third parties from making changes.

2. Completing Your Business Information

A complete and accurate business profile improves your chances of ranking higher in local search results. Incomplete or inconsistent details can lead to confusion and lost leads.

Your Name, Address, and Phone Number (NAP) must be identical across your Google profile, website, social media, and directories like Rightmove, Zoopla, and Yell. Any discrepancies can harm local SEO rankings and make it harder for potential clients to find or trust your business.

Example of a well-structured NAP:

Smith & Co Estate Agents
123 High Street, Manchester, M1 2AB
📞 0161 555 1234
🌍 www.smithandco.co.uk

Secondly, your business description should provide a compelling overview of your services while incorporating relevant keywords for SEO. Avoid generic sales pitches and focus on what sets your agency apart.

Example:

“Smith & Co Estate Agents is a leading property specialist in Manchester, helping buyers, sellers, landlords, and tenants navigate the property market with confidence. With over 15 years of experience, we provide expert valuation services, high-quality property marketing, and tailored lettings management. Whether you’re looking to sell a home, rent a property, or find your next investment, our award-winning team is here to help.”

Updating Business Hours and Service Areas

Many estate agents operate outside standard office hours, with viewings and appointments often happening in the evenings and weekends. Keeping your business hours updated (including holiday hours) ensures clients know when they can reach you.

If your agency serves multiple areas, list them in the service areas section. This helps Google show your business for searches like “estate agents in [town]” even if you don’t have a physical office there.

3. Enhancing Visual Appeal with High-Quality Images

Property is a highly visual industry. Your Google Business Profile should showcase high-quality images that attract attention and create a strong first impression.

Types of Images to Upload

• Office Photos – Show your office exterior, reception, and team to build trust.
• Property Listings – Highlight the type of homes you sell or let.
• Team Members – Personalise your brand with staff headshots.
• Virtual Tours – Add 360-degree property tours to enhance engagement.

According to Google, businesses with high-quality images receive 42% more requests for directions and 35% more clicks to their website.

Example: Hendersons Lettings in York uploads a mix of property images, office shots, and team photos, making their profile feel professional and approachable.

4. Managing Reviews and Client Engagement

Reviews are one of the biggest ranking factors for local search. A profile with more 5-star reviews is far more likely to appear in Google’s “Local Pack” (the top three results in local searches).

Encouraging More Client Reviews

Happy clients won’t always leave reviews unless prompted. Some simple ways to encourage more positive reviews include:

• Follow-up emails – Send a polite request after a sale or let is completed.
• QR codes in your office – Display a sign encouraging clients to leave a review.
• Social media reminders – Ask satisfied clients to share their experience.

Example: Brighton Homes Estate Agents includes a review request in their email signatures, making it easy for clients to leave feedback.

Responding to Reviews Professionally

Engaging with reviews—both positive and negative—shows clients you care about their experience. When responding:

• Thank clients for their feedback.
• Personalise responses where possible.
• Address negative reviews professionally, offering a resolution where appropriate.

Example response to a positive review:
“Thank you for your kind words, Sarah! We’re thrilled to hear you had a smooth selling experience with us. Wishing you all the best in your new home!”

Example response to a negative review:
“We’re sorry to hear you weren’t satisfied with your experience, James. We’d love the opportunity to discuss your concerns and see how we can resolve them. Please contact our branch manager at [email].”

5. Utilising Google Posts for Updates & Promotions

Google Business Profile allows businesses to post updates, offers, and events—a feature many estate agents overlook. These posts appear in search results and can help increase engagement and drive traffic.

Examples of effective GBP posts:

• “New to Market: 4-Bed Detached Home in Wimbledon” – Showcasing fresh listings
• “Join Us for Our Open House Event This Saturday” – Driving attendance at property viewings
• “Thinking of Selling? Get a Free Valuation Today” – Promoting services and lead generation

Posting regularly signals activity to Google, which can improve rankings while keeping potential clients engaged.

6. Tracking Performance & Adjusting Strategies

Once your Google Business Profile is fully optimised, it’s important to track performance using Google Insights.

Key metrics to monitor include:

• Search Queries – What terms people use to find your agency.
• Profile Views – How often your profile appears in search results.
• Website Clicks & Direction Requests – How many users visit your site or request directions.

If certain posts, images, or keywords perform better than others, adjust your strategy accordingly to further improve visibility and engagement.

Final Thoughts

A well-optimised Google Business Profile is one of the most powerful local SEO tools for estate agents. By ensuring your profile is claimed, fully completed, visually appealing, and regularly updated, you can significantly increase local search visibility, attract more clients, and build trust in your community.

Estate agents that actively manage their GBP—not just set it and forget it—will consistently outperform competitors in local search results, generating more leads, more enquiries, and ultimately, more sales.