How REALTORS® Can Build a Winning Google Business Profile

Your Google Business Profile (sometimes referred to as a GBP) is your free digital storefront; and it's often the first place people discover your business on Google Search and Maps. It’s how clients can have quick access to your hours, location, website, and contact info—all in one place.

The impact of a well-groomed Google Business Profile is huge. 76% of people who search for a local business on their phone visit it within a day, and 28% make a purchase. REALTORS® who have an optimized profile means potentially more visibility, more leads, and more closed deals.

Google Business Profile SEO ranking formula

OK, so what does that mean? 

Simplified, your job is to maximize prominence and relevance to win more searches. Here’s how to make your profile stand out.

1. Consistency is key

Your business info (name, address, phone number) should be the same everywhere. That includes your website, socials, directories, and listings.

Keeping information consistent tells Google, “Yes, this is the same business,” which helps your ranking.

2. Choose your primary category carefully

Your primary category should describe your core service (e.g., Real Estate Professional).

Your secondary categories can cover other services you offer (e.g., Broker, Property Management, Real Estate Consultant).

This helps Google understand your business better so it knows which searches to match you with. When choosing, think about what you want to be known for most. 

3. Optimize for search engine optimization (SEO)

Google scans your Google Business Profile content for keywords to match your profile with local searches. Use keywords, but try to incorporate them naturally like you’re talking to a client. For example, “Trusted real estate professional in Vancouver. I help families find homes and condos they love in Vancouver, British Columbia.”

Sprinkle keywords in your:

• description;
• services;
• posts; and
• photo alternative text.

Avoid sounding robotic or overstuffing your content with keywords for the sake of it. Google’s algorithms rewards content that feels human, helpful, and conversational.

Pro tip: Add an FAQ section to your business listing and website. Google and artificial intelligence (AI) tools often pull FAQ content into featured snippets, giving you free visibility on AI search engine results.

4. Leverage the power of reviews

Reviews are one of the strongest ranking signals. 98% of buyers read reviews before making a decision.

Keep a steady flow of fresh reviews by:

• Asking happy clients to share their experience right after closing.
• Responding within 24 hours.
• Encouraging reviewers to add photos (Google loves this!).

Your replies should feel personal, grateful, and keyword-aware.

5. Keep your information up to date

Clients, or potential clients, don’t want surprises. Keep your hours, services, links, and contact info updated, especially around holidays.

6. Add high quality visuals

Photos and videos help people connect with you instantly.

Think about uploading:

• High-quality photos of your office, you with clients, and/or open houses.
• Short video tours. Three to five clips are perfect.
• Local images. Google’s AI loves hyper-local content.

When uploading images, while you can’t add alternative text through Google Business Profile, you can use descriptive file names to give Google additional context about your photos, strengthen your local SEO, and increase the likelihood of your images appearing in relevant searches. Try using filenames similar to:

• calgary-real-estate-agent-touring-home.jpg
• toronto-condo-real-estate-pro-review-video.jpg

Local photos in particular help Google understand your service area.

7. Stay active

Active, up-to-date profiles get prioritized by Google, especially in its new AI overviews.

Stay on top of the game by:

• Posting weekly updates, including new listings, open houses, and/or market insights.
• Adding new services, when they come up.
• Replying to messages and reviews within 24 hours.

This activity signals to Google that your business is real, relevant, and worth showing to more people.

If your area is super competitive pairing these strategies with Local Service Ads can help you stand out.

Your Google Business Profile? A potential lead magnet. 

A well-built Google Business Profile doesn’t just appear in search, it can attract the right people at the right time.

When you keep your profile updated, visually appealing, and filled with natural, keyword-smart content, you’ll show up more often and reach more of the clients you want.