Create a Google business profile

What is the Google Business Profile?

The Google Business Profile (formerly Google My Business) is a free tool from Google that allows you to manage your visibility in Google Search and on Google Maps. It serves as your digital business card and includes key information such as:

• Name, address, and phone number
• Opening hours and website
• Reviews and photos
• Services and posts

When someone searches for your business or “estate agent in [town]”, your profile appears prominently on Google — including contact options, directions, reviews, and images. This increases your local visibility and credibility.

Why is a Google Business Profile important?

• Better visibility in Google Search and Google Maps: You appear for local search queries such as “estate agent in [city]”.
• More enquiries and contacts: Interested clients can call you, message you, or start directions to your office with one click.
• Trust through reviews: Positive feedback increases credibility and click-through rates.
• Up-to-date information: You control your own opening hours, services, images, and news posts.
• Free marketing tool: The profile is free and strengthens your local visibility.

What does it offer estate agents specifically?

• Lead generation: Direct phone calls, website clicks, and messages via the profile.
• Local authority: Category “Estate Agent”, consistent NAP data (Name–Address–Phone), and targeted service areas.
• Showcase properties and team: Photos, videos, and posts (“Updates”, “Offers”, “Events”).
• Review management: Ask satisfied clients for reviews and respond professionally.
• Insights: Search terms, views, clicks, calls – to optimise your local strategy.

Requirements

• A Google account (private or business)
• Legally correct business details (name, address or service area, phone number, website)
• Ability to verify your business (e.g. via video, postcard, phone, or email – depending on Google’s requirements)

Note: Google now frequently uses video verification. Have your ID, company signage, office rooms, letterbox, and business registration ready.

Step-by-step: Setting up your Google Business Profile

1) Start

• Go to business.google.com and sign in with your Google account.
• Alternatively: 
  Search for your company name on Google and click “Add your business” (if not already listed).

2) Business name and main category

• Enter your exact business name (as shown on your website, stationery, and legal documents).
• Choose a main category, e.g. Estate Agent (optionally Property Office).

The main category influences which searches your profile appears for. Choose the most accurate one.

3) Location & service area

Decide whether clients visit your office (fixed address) or whether you work as a service provider in a defined area.

• With address: Enter street, house number, postcode, and town.
• Without a public address: Leave the address field empty and define service areas (towns, postcodes, districts).
• Check the pin position on Maps and confirm.

4) Contact information

• Add your phone number and website.
• If you do not have a website, you can add one later or generate a basic Google website (optional).

5) Start verification

• Begin the verification. Depending on your case, Google may offer:
• Video verification (common): Live or recorded. Show exterior signage, office entrance, workplace, letterbox with company name, work materials, and business licence if needed.
• Postcard: Receive a code by post (typically a few days).
• Phone/email verification in limited cases.
• Enter the verification code or complete the video process.

⚠️ Your profile will not appear publicly until it is verified.

6) Complete your profile

• Add opening hours (including holiday hours).
• Add services, e.g.:
• Residential property sales
• Lettings
• Valuation/market appraisal
• Virtual viewings
• Business description (750 characters, clear and client-focused).
• Upload photos/videos:
• Logo & cover image
• Team, office, exterior signage
• Property highlights (with permission)
• Enable messages (chat) (optional) and maintain Questions & Answers (Q&A).
• Add credentials (awards, memberships, certifications).

7) Posts and ongoing updates

• Publish posts (new properties, market reports, events, promotions).
• Check insights regularly (views, searches, website clicks, calls).
• Respond promptly to reviews and messages.

Best practices for estate agents

• Category selection: Main category “Estate Agent”; use additional categories (e.g. “Property Valuation”) only where relevant.
• NAP consistency: Name, address, and phone must be identical across your website, your profile, and all directories.
• Meaningful service areas: Cover your real working area — do not overreach.
• Contextual images: High-quality, up-to-date photos of your team, office, and reference properties (with consent).
• Posts with value: Short, clear, with a call-to-action (e.g. “Request market appraisal now”).
• Request reviews actively: After successful transactions, send the review link to clients.
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