By Phil
Apr. 24. 2024

You’ve already got a Google Business Profile—the powerhouse platform offering unparalleled visibility and engagement opportunities—but are you using it to the full extent? Harnessing its full potential is more than just occasional updates, it demands a strategic approach tailored specifically to your readers. Read on to learn how you can optimize your posting for the best results.

Why Is Posting On Google Business Profile Important?

As a realtor, leveraging Google Business Profile is an easy and clever strategy for expanding your reach and engaging potential clients effectively. Here are a few benefits of utilizing this innovative platform:

Enhanced Visibility

Enhanced visibility is one of the most significant advantages of utilizing Google Business Profile. By regularly updating your profile with relevant and engaging content, you significantly increase your chances of being noticed by potential clients when they search for real estate services in your area. These posts are prominently displayed alongside your business listing in Google Search results, grabbing the attention of users who are actively seeking real estate assistance. Whether they’re looking for property listings, market insights, or information about your services, this is the easiest way to ensure your updates are seen by a relevant and motivated audience.

Direct Interaction

Google Posts provide a direct channel for engaging with inquiring clients. Through these posts, real estate professionals can initiate meaningful conversations and connections with inquiring clients right from Google Search. By posting updates, promotions, or property listings, you can entice users to interact with your business directly from Google Search, driving more traffic to your website or contacting you directly. This direct interaction not only enhances user engagement but also strengthens the realtor’s relationship with potential clients.

Improved Audience Experience

Utilizing multimedia content such as videos and photos in your posts goes beyond merely conveying information—it enhances the audience’s experience by providing visual insights into your properties. Videos and photos bring life to a property in a way that text simply can’t reach. They help potential clients envision themselves living and working in the spaces you’re promoting. Clients can explore the layout, design details, and surrounding environment of a property from the comfort of their own screens, increasing their interest and engagement.

Timely Information

With the ability to share updates in real-time on Google Posts, real estate professionals can ensure that prospective clients receive crucial information precisely when they need it the most. For example, when a new property listing hits the market, realtors can promptly share the details through a GBP post, reaching potential buyers the moment their interest is piqued. Announcing upcoming open houses or virtual property tours through these posts ensures that interested clients are informed well in advance, maximizing attendance and engagement.

Increased Engagement and Click-Through Rates

Effective use of Google Posts can significantly improve your click-through rates and engagement metrics. By crafting compelling posts with a clear call-to-action, you can encourage users to click through to your website or contact you directly, ultimately leading to more leads for your real estate business. Whether it’s showcasing stunning property photos, sharing informative market insights, or promoting exclusive offers, every post should be carefully constructed to best entice readers to engage further.

Free Marketing Opportunity

Any business, big or small, should be taking advantage of every marketing opportunity available—especially if they’re free! Similar to organic postings on social media, the GBP offers a platform where realtors can showcase their expertise, share valuable content, and easily engage with their audience at no added cost. With millions of users turning to Google Search every day to find businesses and services, real estate professionals have an incredible opportunity to increase their visibility and drive more leads to their business—all without spending a dime.

Types of Google Business Profile Posts

Posting on Google Business Profile for realtors can be simple, but requires a bit of finesse to attract the most attention. There are 3 options when adding an update to your Google Business Profile that you can take advantage of depending on what information you want to share:

Add Update – Post Updates

With the “Add Update” post, realtors can share various types of updates, including links to blogs, branding posts, or simply what’s new with their company. This flexibility enables realtors to provide general information, showcase photos, videos, and descriptions, or introduce new services to their audience.

Branding posts are a valuable component of the “Add Update” feature, offering clients insight into the company culture and helping to spread the brand’s message effectively. Realtors can utilize this post type to share blog previews. If they maintain an active blog or resource section, they can use these posts to offer a sneak peek of new resources. By incorporating a “Learn More” call-to-action (CTA) and linking to the full article on their website, realtors can seamlessly guide interested clients to explore further.

Add Event

This is the perfect tool to promote upcoming events like open houses or local sponsorships. The “Add Event” post allows realtors to provide essential details including the event name, dates/times, event details, and even a link for more information or registration. Doing so effectively communicates key information about the event to the inquisitive reader. This is such an easy way to attract attendees and generate interest. By utilizing this feature, realtors can enhance their visibility, engage with potential clients, and drive attendance to their events.

Add Offer

Whether it’s a discount on commission rates, a free consultation for new clients, or any other special offer, be sure to share it here as well! The “Add Offer” post helps realtors capture the attention of potential clients and drive engagement. This type of post gives the option to include an image, offer title, start and end dates, and additional details about the promotion. With all the information laid out so clearly, you can entice new clients with special promotions and incentives.

What Are the Elements That Make A Good Post?

Crafting effective and eye-catching posts can be the difference between catching a client’s attention and getting scrolled past. It’s essential to reign in the reader right away when trying to generate online real estate leads. So how do you create a good post? Here are a few tips:

Watch Your Writing

The initial 7-15 words will be displayed in the search previews, offering a brief glimpse into what the post is about. With users needing to click for more information, aim to convey your message swiftly and captivate viewers immediately within this quick snippet. Think of this as your elevator pitch—concise, compelling, and designed to leave a lasting impression.

Use Call-To-Actions

This is the best way to drive engagement and conversations within your posts. Google offers a variety of pre-built CTA options you can choose from:

  • Learn More – Utilize this CTA when sharing links to blog posts or informative content. Encourage readers to click for further insights and information.
  • Book – Drive appointments or consultations by implementing the “Book” CTA. Ensure a seamless booking experience by directing users to a dedicated booking page on your website. This is a great option for posts encouraging consultations or free home evaluations.
  • Call Now – For time-sensitive promotions or events with limited capacity, include a “Call Now” CTA to prompt immediate action. This directs users to contact you directly through the number listed on your Google Business Profile.
  • Sign Up – Engage potential clients by prompting them to sign up for newsletters or market reports.

When incorporating these CTAs, it’s vital to ensure you link to the correct landing page on your website. You want to direct traffic to your own website, not any external sources.

Post Frequently

Fresh content on your Google Business Profile is essential for maintaining visibility and engaging your audience effectively. By consistently sharing new or updated posts, you increase the likelihood of your content appearing prominently on your GMB listing. We recommend posting at least three times per week to ensure that your profile remains active and relevant to potential clients.

Post When Your Audience Will See Them

Consider your audience’s behavior, including their online habits, time zones, and daily routines. Whether they’re local or out-of-state buyers, understanding their schedules is crucial. For example, adjusting posting times to accommodate different time zones ensures you reach your target audience when they’re most active, maximizing your impact and engagement.

Make it Relevant

When sharing content on any platform, relevance to your target audience should be priority number one. Avoid creating content merely for the sake of posting; instead, focus on content that serves a purpose and resonates with your audience’s interests and needs. This approach ensures meaningful engagement and fosters a stronger connection with your audience.

Use High-Quality Pictures or Videos

Utilizing high-quality pictures or videos in your GBP posts enhances engagement and best attracts potential leads. The optimal image size for Google Business posts is 720×720 pixels. This is going to ensure clarity and professionalism in your visuals.

Include Keywords in Your Posts

Incorporating relevant keywords into your posts is going to strengthen your profile and enhance visibility. Focus on including keywords or phrases related to the topic of your post to optimize your profile for search. For instance, when creating a brand post, mention specific keywords such as “real estate agent in Dallas, Texas” to target local audiences.

Optimize Your Landing Page

Since your Google Business posts aim to prompt action, like visiting a website, it’s essential that they’re correctly linked to your landing page. Be sure that this page is not only active but optimized to capture visitor information effectively. This means having clear and compelling calls-to-action, user-friendly navigation, and relevant content that aligns with the expectations set by your Google Business Profile post. Consider implementing lead capture forms, offering valuable resources or incentives, and employing tracking tools to measure and optimize your conversion rates.

Utilizing Google Business as a real estate agent can be a game-changer when done correctly. By implementing these strategies, you’ll unlock the full potential of Google Business Profile for realtors, establishing your online presence, attracting more leads, and solidifying your position in the industry. Ready to take your Google Business Profile to the next level? Reach out to Asterisk today so we can optimize your profile and manage your postings. That way you can focus on what you do best—closing deals and exceeding client expectations. Don’t miss out on this opportunity to elevate your real estate business!