Article Summary
In 2024, estate agents can improve their local visibility and attract more clients by optimising their Google Business Profile (GBP). Key strategies include keeping business information accurate, uploading high-quality photos, regularly posting updates, and encouraging client reviews. New features like advanced messaging automation and expanded service categories allow for better engagement with potential buyers and sellers. With mobile searches and local SEO growing in importance, estate agents must fully leverage GBP to boost credibility, improve search rankings, and stay competitive in their local markets.
Introduction
Having a strong local presence online is essential for estate agents. Buyers and sellers now often start their property search online, using queries like “top estate agents in Hackney” or “property managers near me.”
By optimising your digital footprint through local SEO, especially with a Google Business Profile (GBP)(formerly called Google My Business), estate agents can improve their visibility and better engage with potential clients. GBP not only enhances your appearance in local searches but also facilitates direct communication with those seeking your property services.
This guide covers why local SEO matters within the property market, how you can set up and optimise your GBP, updates to the platform in 2024, and answers to frequently asked questions.
Understanding Local SEO
Local SEO is a strategy aimed at making your business more visible in localised searches. For estate agents, it’s especially useful because most clients search for services in specific locations. For example, if someone searches for “estate agents in Newbury,” they’re specifically looking for agents who know that area. Local SEO ensures that your business ranks higher in those results.
Why Local SEO Matters for Estate Agents
- Higher Visibility in Local Searches: Estate agents who optimise their GBP for local SEO have a better chance of showing up in Google’s “Local Pack” — the top three businesses shown in local results. Appearing here is crucial, as it leads to more clicks, calls, and engagement from potential clients.
- Boosts Credibility and Trust: When your business appears in local search results, particularly with positive reviews, it reassures potential clients that your agency is reputable and experienced. This can be the tipping point in convincing a client to reach out.
- Attracting the Right Clients: Local SEO allows estate agents to focus on specific neighbourhoods or regions. If you specialise in luxury homes in Surrey, for instance, optimising your profile to reflect searches like “luxury estate agents in Surrey” ensures that your profile attracts the most relevant clients.
What is Google Business Profile?
Google Business Profile (GBP) is a free tool from Google that helps businesses manage how they appear in Google Search and Maps. For estate agents, GBP provides an opportunity to showcase key information such as your business address, operating hours, services, and client reviews.
Key Features of GBP for Estate Agents:
- Business Information: Your profile contains your business name, address, phone number, and hours of operation.
- Reviews: Clients can leave reviews that influence both your local rankings and your reputation.
- Photos and Videos: You can upload high-quality images of your team, and office to engage potential clients.
- Google Posts: This feature allows you to share updates, promotions, or new property listings, keeping your profile fresh and relevant.
A fully optimised Google Business Profile will improve your chances of appearing in local searches and Google Maps when clients search for property services in your area. In some cases, adding photos to your profile can increase clicks by up to 35%.(source)
How Estate Agents Can Optimise Google Business Profile
To maximise the benefits of Google Business Profile, you need to ensure every aspect of your profile is complete and optimised. Here are the essential steps:
1. Complete and Accurate Information
Your profile should be as detailed and consistent as possible. Start by filling in all the necessary fields: business name, address, phone number, and business hours. It’s important to maintain consistency across your website and social media pages, as Google rewards businesses with accurate and consistent information by improving their search rankings.
Keep your profile updated, especially if your operating hours change during peak seasons or when you list new properties. Estate agents should also regularly update their service areas.
2. Upload High-Quality Photos
Photos are essential for estate agents because they visually represent your business and the properties you’re marketing. Google recommends uploading at least three photos each of the exterior, interior, and your team at work. Make sure your photos are clear, professional, and highlight key aspects of your business, such as property listings and team interactions.
Adding 360° virtual tours or high-resolution property images can also attract more engagement, as clients love to browse through visuals when choosing estate agents.
3. Get and Manage Reviews
Reviews are a crucial factor for ranking well in local search results. Request reviews from satisfied clients after successful transactions, and make sure to respond to both positive and negative feedback. Engaging with reviews shows clients that you care about their experience, which in turn helps build trust and improve your profile visibility. Google gives priority to businesses that actively manage their reviews.
4. Post Regular Updates
Google Posts allow you to share important information directly on your profile. Use this feature to promote new property listings, announce open houses, or share insights on the local property market. Regular posts signal to Google that your business is active, improving your chances of ranking higher in search results.
Estate agents can also use posts to showcase case studies or success stories, further highlighting their expertise in the local market.
5. Enable Messaging
Google’s messaging feature allows clients to reach you directly through your profile. This feature is invaluable for estate agents because it enables quick and convenient communication with potential buyers or sellers. You can also set up automatic responses for frequently asked questions, such as property availability or booking viewings.
6. Define Your Service Areas
It’s important to accurately define your service areas. Rather than using general regions, focus on specific neighbourhoods or communities where you operate. For instance, if you cover multiple areas in London, listing specific neighbourhoods like “Notting Hill” or “Chelsea” makes your profile more relevant to local searches, helping you attract clients looking for agents in those areas.
How an Estate Agent Can Set Up Their Google Business Profile
Setting up a Google Business Profile for your estate agency is a simple but essential step to improve your local visibility. Here’s a straightforward guide to get you started:
1. Sign in or Create a Google Account
Begin by signing in to your Google account. If you don’t have one, create a Google account specifically for your estate agency. Using your personal account might lead to confusion later.
2. Go to Google Business Profile
Head over to Google Business Profile and click “Manage Now.” You’ll be prompted to enter your business name.
3. Enter Your Business Name
Make sure the business name is exactly as it appears on your website and other platforms. This consistency helps build trust and boosts SEO. For estate agents, you might include your name along with “Estate Agent” or your specialisation (e.g. “John Smith – Luxury Estate Agent”).
4. Choose Your Business Category
Selecting the right business category is important as it affects your visibility in search results. For estate agents, categories like “Estate Agent” or “Property Management” are suitable. If you offer additional services, you’ll have the chance to add secondary categories later.
5. Add Your Location
If you have a physical office, input the address so clients can find you on Google Maps. If you work remotely or don’t have a dedicated office, you can choose the option to hide your address and set up a service area instead.
6. Specify Service Areas
For estate agents, it’s critical to set service areas where you operate. You can list specific towns, neighbourhoods, or even postcodes. This ensures that your profile appears when people search for estate agents in those areas.
7. Contact Information
Add your business phone number and website URL. This gives potential clients an easy way to contact you or learn more about your services directly from your site.
8. Verify Your Business
Google will ask you to verify your business to ensure you’re the rightful owner. Verification can be done by phone, email, or postcard. Once verified, your profile becomes visible on Google Search and Maps.
9. Optimise Your Profile
After verification, it’s time to complete your profile by adding:
- Business hours: Include your working hours, and be sure to update them during holidays.
- Photos: Upload high-quality photos of your office, team, and current property listings. Regular updates signal to Google that your business is active.
- Description: Write a concise description of your services, focusing on what sets you apart as an estate agent.
- Reviews: Start collecting reviews from satisfied clients. This will improve your local ranking and attract more potential clients.
Why Estate Agents Should Focus on Google Business Profile in 2024
- Local SEO Dominance: Nearly half of all Google searches have local intent, meaning users are looking for businesses near them. Estate agents need to optimise their profiles to ensure they appear when potential clients search for property services in their area.
- Client Trust and Credibility: Reviews are one of the most important factors clients consider when choosing an estate agent. A profile with numerous positive reviews not only helps build trust but also plays a critical role in influencing client decisions.
- Mobile Search Growth: With mobile search continuing to rise, having an optimised Google Business Profile ensures potential clients can easily find and contact you via their smartphones.
Frequently Asked Questions
Do I need a physical office to use Google Business Profile?
No, a physical office isn’t required. Google allows agents who work remotely or from home to verify their address, and you can choose to hide the address after verification. This feature is helpful for independent agents or those who don’t operate from a traditional office setting.
How can I improve my ranking in local search results?
To improve your ranking, ensure your profile is complete and up to date. Regularly add high-quality photos, encourage client reviews, and post updates frequently. Google rewards businesses that engage with their profiles and clients consistently.
Do reviews impact my local SEO ranking?
Yes, reviews are a significant ranking factor. Google prioritises businesses with more positive, recent reviews. Regularly requesting reviews and responding to them can improve your ranking in local search results.
Can I use Google Posts to promote property listings?
Yes, Google Posts are a great way to promote new property listings, special offers, or market updates. Regular posting keeps your profile active and engages potential clients who are browsing your profile.You can repurpose your blog content for these posts.
What’s the best way to ask for client reviews?
After successfully closing a transaction, send a personalised request for a review. You can send this via email or text with a direct link to your Google Business Profile review page, making it easy for clients to leave feedback.
By focusing on optimising your Google Business Profile in 2024, estate agents can significantly boost their local SEO efforts, engage more effectively with potential clients, and ultimately drive more leads to their business.