Google Business Profile (GBP) is the free tool that controls how your agency appears in Google Search and Google Maps when buyers type something like "real estate agent near me" or "homes for sale in [suburb]." Most agents set it up once, add a phone number, and forget it. That's a mistake. A well-managed GBP profile acts as a live marketing channel, pulling buyers in at the exact moment they're actively looking for a property.
Why Google Business Profile matters for property marketing
When a buyer searches for agents or properties in a specific suburb, Google returns a "local pack": three business listings shown above organic results, with a map. Appearing in that pack, rather than buried on page two, can double or triple enquiry volume without spending a cent on ads. The profile is free. The traffic is high-intent. And most of your competitors aren't optimising it seriously.
GBP also feeds directly into the broader strategy of knowing how to market a property online and attract serious buyers. Search visibility at the local level is one of the most durable pieces of that strategy, because it compounds over time as your reviews and post history grow.
Setting up your profile correctly
Start with the basics, and get them exactly right. Your business name must match the name you use everywhere else: signage, letterheads, your website. Google rewards consistency and penalises what it calls "keyword stuffing" in business names ("Smith Real Estate - Best Agent - [Suburb]" gets flagged and can be removed).
Choose the right primary category. For most agents, "Real Estate Agency" is correct. If you also do property management, you can add that as a secondary category, but don't add categories that don't match what you actually do. Fill in your address, phone number, website, and opening hours completely. Profiles with complete information rank better in the local pack.
Upload photos. This is where property photography becomes directly relevant. Google allows you to upload exterior shots, interior images, and team photos. Use professional photography here. A profile with sharp, well-lit property images signals credibility in a way a phone snap does not. If you've invested in drone photography for your property listings, aerial shots of properties you've sold make excellent profile images.
Using Google Posts to promote active listings
Google Posts are short updates that appear directly on your GBP profile in search results. They expire after seven days (for standard posts) or when the event ends, so they're best used for time-sensitive content like new listings, open homes, and recent sales.
Each post supports an image, a short block of text (up to 1,500 characters, though the first 100 words carry the most weight), and a call-to-action button. For a new listing, the structure that works best is: one strong image, the key property details in plain language (bedrooms, bathrooms, suburb, price guide), and a "Learn more" or "Book" button linked to the listing page.
Post consistently. One to three posts per week keeps your profile active, which Google treats as a signal of relevance. Agents who post regularly tend to hold their local pack positions more reliably than those who post in bursts.
Reviews: the most powerful ranking signal you're not chasing
Google reviews influence both your local pack ranking and buyer trust. An agent with 40 reviews averaging 4.8 stars will, all else being equal, outrank an agent with 12 reviews at 4.5 stars. The volume matters as much as the rating.
The best time to ask for a review is within 48 hours of settlement or a successful inspection. Send a short, direct message: "I'd really appreciate it if you could leave us a Google review. It helps other buyers and sellers find us." Include a direct link to your review page (Google's Place ID Finder can generate this for you). Don't offer incentives for reviews. Google's policies prohibit it and the practice tends to produce generic, unconvincing copy anyway.
When a review comes in, respond to it. Every one of them, positive or negative. A response to a negative review that's professional and solution-focused does more for buyer confidence than a page full of five-star ratings with no replies.
The Q&A section is a hidden SEO opportunity
Google lets anyone ask a question on your GBP profile, and anyone can answer. This includes you. Don't wait for buyers to populate this section with unanswered questions. Seed it yourself with the questions you actually get asked: "Do you handle properties in [suburb]?", "What does your appraisal process involve?", "How long does it take to list a property?"
Answer each question clearly. These Q&A entries are indexed by Google and can appear in search results. A question like "How do I choose a real estate agent?" answered on your profile can pull in search traffic at exactly the moment a seller is making that decision. For context on what that decision looks like from the seller's side, the guide on how to choose the right real estate agent covers what buyers weigh up before making contact.
Tracking what's working
GBP's built-in Insights panel shows you how many people found your profile via direct search (typing your name), discovery search (typing a category or service), and branded search. It also shows calls, website clicks, and direction requests. Check these monthly.
Watch the "Search queries" report in particular. It lists the actual phrases people typed before clicking your profile. If buyers are searching "auction agent [suburb]" and landing on your profile, and you're not using that language in your posts or description, you're leaving alignment on the table. Use the queries to tune your profile copy and post topics.
Google Business Profile won't replace a strong listing on Domain or realestate.com.au. But as a zero-cost, high-intent channel that most agents treat as an afterthought, it's one of the most underused tools in property marketing. Set it up properly, post regularly, and chase reviews systematically. The compounding effect over six months is significant.