In 2025, a polished Google Business Profile can be the difference between being just another name in search results and becoming the go-to choice for buyers and sellers in your market. With more people relying on Google to find trusted agents, verify credentials, and view recent sales, your profile is no longer just an online listing. It is a digital storefront that works 24/7. Positioning it to stand out means knowing how to showcase your expertise, build credibility, and connect with potential clients before they ever pick up the phone.
Why Google Business Profile Matters More Than Ever in 2025
Where Real Estate Searches Begin
For most buyers and sellers, the first step is opening Google. Local search results and Google Maps often appear before individual agent websites, making your Google Business Profile the front door to your business online.
Visibility in the Local 3 Pack
An optimized profile increases your chances of showing up in the coveted Local 3 Pack, which is the top three map listings that dominate local search screens. This placement drives highly motivated traffic straight to you.
Designed for a Mobile First World
With so many searches happening on mobile devices, a GBP ensures potential clients can call, get directions, or visit your website with a single tap. Convenience often translates directly into more leads.
Instant Trust Through Reviews and Content
Reviews, high-quality photos, and timely posts create credibility before a client even reaches out. In a business built on trust, your profile can establish confidence in seconds.
Direct Lead Generation Built In
From phone calls to messages to website visits, GBP is more than a listing. It is a lead funnel that connects you directly to people ready to act.
Boosted by Google’s AI and Local Integrations
Google now integrates GBP data into AI-driven answers and local search features, expanding your visibility beyond traditional results and helping you appear where decisions are made.
Your Next Step: Optimization
Local search and Google Maps are often the very start of a client’s real estate journey. An optimized profile can elevate your visibility, strengthen trust, and turn searches into conversations, especially on mobile.
In the sections ahead, you will get actionable strategies to make your Google Business Profile a consistent source of high-quality leads.
1. Create and Verify Your Google Business Profile
To start, visit google.com/business to create your Google Business Profile if you do not already have one. Once it is set up, complete the verification process so your profile can be viewed publicly. In 2025, most verifications are done through phone or video, with video being the most common method.
You can easily find a helpful video tutorial that walks you through the steps to complete verification. As a final tip, make sure your business name and category follow Google’s guidelines for real estate to avoid keyword stuffing and ensure compliance.
2. Perfect Your Core Business Information (NAP + Categories)
Perfecting your core business information is essential for building trust and visibility online. Your Name, Address, and Phone number should be written the same everywhere they appear, from your Google Business Profile to your website and social media. Consistency helps Google verify your business and makes it easier for potential clients to reach you.
Select a primary category that best represents your work, such as Real Estate Agent or Real Estate Agency, so that Google can match you with the right searches. If your services go beyond traditional sales, you can add secondary categories like Property Management Company to capture more opportunities.
Rounding out your profile with accurate business hours and a working website link gives visitors the confidence that your information is up to date and your business is ready to connect.
3. Add High-Quality Photos and Videos
Adding high-quality photos and videos to your profile is a powerful way to capture attention and build trust with potential clients. Visual content allows people to connect with your brand on a more personal level, making it easier for them to recognize your office, relate to your team, and visualize the experience of working with you.
Fresh, captivating visuals also help your profile stand apart from competitors, giving prospective clients a reason to pause and learn more about your services. Consider updating your images seasonally to keep your profile current and relevant.
Recommended media to include:
- Professional headshots and team photos
- Exterior and interior shots of your office to help clients easily locate it
- Photos of property listings, both interior and exterior
- Short videos that highlight your services and demonstrate your expertise
- Images of happy clients during moments like closing day, signing papers, or holding a sold sign
4. Leverage Posts and Updates
Consistently sharing posts and updates is one of the simplest ways to keep your Google Business Profile active and appealing to potential clients and to Google’s search algorithm.
A regularly updated profile signals that you are actively involved in the real estate market, which can help you appear more often in local searches. Aim to post at least once a week or, at the very least, once a month to maintain visibility. Posts can include a variety of engaging topics to appeal to different types of prospects.
Some content ideas for 2025 include:
- Highlight Newly Listed Properties: Present fresh listings in your service area with compelling photos and key details that make each property stand out. This not only draws attention to your current offerings but also keeps your audience engaged with up-to-date information about what’s available.
- Share Market Insights and Trends: Post timely updates on market conditions, price movements, and neighbourhood developments. By providing valuable insights, you position yourself as a knowledgeable local expert that buyers and sellers can rely on for guidance.
- Feature Client Milestones and Testimonials: Celebrate client successes, whether it’s closing day, moving into a new home, or achieving a selling goal. Sharing authentic testimonials builds credibility, strengthens trust, and shows prospective clients the results you deliver.
- Include Clear Calls to Action: Encourage engagement by adding straightforward calls to action in your posts, such as “Book a Consultation” or “Explore Current Listings.” Clear prompts guide potential clients to take the next step and turn interest into meaningful interactions.
5. Collect and Respond to Reviews
One of the strongest factors influencing your local search rankings is the quality and quantity of reviews on your Google Business Profile. Aim to gather feedback from every client after a successful transaction by sending them a direct link to your review page, making the process quick and convenient.
Respond to each review promptly, whether it’s glowing praise or constructive criticism, as this demonstrates professionalism and active engagement with your audience. When replying, naturally weave in relevant keywords and reference your service areas to subtly boost local SEO.
You can also encourage clients to mention specific neighbourhoods or property types in their feedback, creating more opportunities for your business to appear in targeted local searches.
Here are some creative tips and tricks for responding to reviews:
- Personalize each response by using the client’s name and referencing the specific property or service you provided.
- Thank clients sincerely and mention details from their review to show you genuinely read it.
- Keep a friendly and professional tone, even when responding to negative feedback, to maintain credibility.
- Address any concerns in negative reviews constructively, and offer a way to resolve the issue offline.
- Include a subtle call to action in positive reviews, such as inviting them to explore your latest listings or refer friends.
- Use emojis sparingly in informal replies to add warmth and personality when appropriate.
- Respond quickly, ideally within 24-48 hours, to demonstrate attentiveness and customer care.
- Highlight unique aspects of your service, like fast closings or personalized market advice, to reinforce your value.
- Encourage reviewers to share updates or photos if they’re comfortable, which can create authentic content for your profile.
6. Use Advanced GBP Features in 2025
Using advanced Google Business Profile features in 2025 can give your online presence a major advantage and help you stand out from the competition. Start with the Products & Services section by listing offerings such as “Home Valuations” or other specialized services, giving potential clients a clear understanding of what you provide.
Take advantage of the Q&A section by posting thoughtful answers to frequently asked questions about buying or selling in your area, which can educate prospects and build trust even before direct contact. Integrating a booking link makes it easy for people to schedule appointments directly from your profile, streamlining the process and increasing the likelihood of inquiries turning into consultations.
Regularly reviewing your Performance Insights allows you to track how visitors are discovering and interacting with your profile, helping you identify trends, measure the effectiveness of your content, and fine-tune your approach to attract more qualified leads over time.
A fully optimized Google Business Profile remains one of the most effective marketing tools for real estate agents in 2025. Maintaining consistency, posting regular updates, and actively interacting with clients not only increases your online visibility but also generates valuable leads. Now is the perfect time to audit and refine your profile to stay ahead of the competition and make certain your business stands out in local searches.
Need help optimizing and managing your Google Business Profile? We provide a one-time optimization and ongoing management service to keep your profile up to date, engaging, and strategically positioned to draw buyers and sellers in your area.