Realtors: Fix These Google Business Profile Mistakes
When it comes to winning clients in today’s digital-first real estate market, your online presence can make or break your business. Many realtors spend countless hours perfecting their website, running social media ads, or networking with potential buyers and sellers. Yet, one of the most overlooked tools is often the one clients see first: your Google Business Profile (GBP).
Think about it—before someone visits your website, they’re likely typing “realtor near me” or “real estate agent in [city]” into Google. What pops up? A list of local businesses, complete with maps, reviews, and contact info. That’s your Google Business Profile in action. But here’s the catch: too many real estate professionals are unknowingly making errors that cost them visibility, credibility, and ultimately, leads.
At TheCrowd Base, we’ve seen how small mistakes can keep agents from showing up in local searches or looking professional to prospects. In this article, we’ll break down the most common Google Business Profile mistakes for realtors—and more importantly, how to fix them.
Mistake #1: Incomplete or Inaccurate Business Information
One of the biggest mistakes realtors make is treating their GBP setup like a quick form to fill out. They’ll list their name, phone number, and maybe an address, but skip the finer details. That’s a problem.
Google values accuracy and completeness. If your business information is inconsistent—say, your name appears as “John Doe Realty” in one place and “John Doe, Realtor” in another—Google gets confused. And when Google is confused, your profile may not show up in local results as often.
Fix it:
Use the exact same business name across all platforms.
Fill out every field in your profile: categories, description, hours, services, website link, and phone number.
Double-check your address (if you use one) and make sure your pin on the map is correct.
This might feel tedious, but it’s foundational. An accurate and complete profile tells both Google and potential clients that you’re legitimate.
Mistake #2: Choosing the Wrong Business Category
Did you know that choosing the wrong category could be limiting your visibility? Many agents mistakenly select “Real Estate Agency” when in fact, they should choose “Real Estate Agent.” While it sounds minor, Google uses these categories to match search intent.
For example, someone searching for a “real estate agent near me” may not see you if your category doesn’t match.
Fix it:
Primary Category: “Real Estate Agent” (if you’re an individual realtor).
Secondary Categories: Add related categories like “Real Estate Consultant” or “Real Estate Agency” if you run a team or brokerage.
Choosing the right category ensures you’re showing up in the most relevant searches.
Mistake #3: Not Defining Your Service Areas Properly
Here’s a mistake that trips up a lot of realtors: service areas. Instead of adding the cities, towns, or neighborhoods they actually serve, many just leave the field blank—or worse, set it too broadly.
If you list your service area as “United States,” you’re diluting your visibility. Google prioritizes local searches, so you’ll rarely appear in front of clients in your actual market.
Fix it:
Be specific. Add the cities, neighborhoods, or postal codes where you actively work.
Avoid being overly broad. Serving all of “Canada” or “Texas” isn’t realistic for a local realtor.
This way, when someone in your target market searches, your profile is more likely to pop up.
Mistake #4: Ignoring Photos and Media
Would you hire a realtor whose profile picture looks like it was taken on an old flip phone—or worse, has no photos at all? A lack of visuals is one of the most overlooked Google Business Profile mistakes for realtors.
Real estate is a highly visual industry. Buyers and sellers want to see you, your listings, and proof of your professionalism. A bland profile without photos doesn’t inspire trust.
Fix it:
Upload a high-quality headshot.
Add professional photos of your listings, open houses, or community highlights.
Use videos if possible—walkthroughs, testimonials, or even a quick introduction of yourself.
Google gives preference to profiles with fresh, high-quality media. Clients also connect better when they can see who you are.
Mistake #5: Forgetting to Collect and Respond to Reviews
Realtors live on reputation. Yet so many fail to leverage reviews on their Google Business Profile. Even worse, some ignore the reviews they do get—good or bad.
Reviews directly influence rankings and client trust. A profile with five glowing reviews will always outperform one with none.
Fix it:
Ask every client for a review after closing.
Respond to each review, whether positive or negative. Thank happy clients, and professionally address concerns from less satisfied ones.
Don’t buy fake reviews. Google can detect inauthentic patterns, and it could hurt your credibility.
Remember: reviews aren’t just about SEO—they’re about showing potential clients that you care about relationships.
Mistake #6: Neglecting Google Posts
Google allows you to post updates, offers, and events directly on your Business Profile. Realtors who ignore this feature are missing a golden opportunity to stand out.
Posts give you a chance to highlight listings, share market updates, or announce open houses—all of which show both Google and clients that you’re active.
Fix it:
Post once or twice a week.
Share listings, market insights, or even tips for buyers and sellers.
Keep your posts short, visual, and actionable.
This consistent activity signals to Google that your business is alive and relevant, which can improve visibility.
Mistake #7: Skipping Performance Insights
Your Google Business Profile isn’t just a digital business card—it’s also a source of valuable insights. Too many realtors ignore this free data.
GBP provides analytics on how people find your profile, what keywords they use, and whether they call, visit your website, or request directions. Ignoring this means you’re missing out on learning what works.
Fix it:
Log into your dashboard regularly.
Track which search queries bring people to your profile.
Adjust your description, categories, or services based on actual performance.
When you monitor insights, you make smarter decisions about your local marketing strategy.
Mistake #8: Failing to Keep Information Updated
Real estate is dynamic—new listings, shifting hours, seasonal promotions. Yet many realtors treat their GBP like a “set it and forget it” tool. Outdated information (like an old phone number or office address) is a fast way to frustrate potential clients.
Fix it:
Update hours regularly, especially during holidays.
Refresh your description or services if your focus shifts.
Make sure contact info is always current.
Keeping your profile updated not only keeps clients happy but also signals to Google that your business is active.
Mistake #9: Weak Business Description
Your business description is your chance to sell yourself, but many realtors either skip it or write something too vague. A description like “Helping people buy and sell homes” doesn’t tell Google—or clients—why you’re different.
Fix it:
Write in a conversational, client-friendly tone.
Highlight your specialties: luxury homes, first-time buyers, or investment properties.
Incorporate local keywords naturally (e.g., “serving Toronto buyers and sellers”).
This isn’t just about SEO—it’s about creating a clear first impression.
The Bottom Line
Your Google Business Profile isn’t just another online directory listing—it’s one of the most powerful marketing tools at your disposal. But to maximize it, you need to avoid the common Google Business Profile mistakes for realtors that we’ve covered.
From incomplete information to weak photos, neglected reviews, and ignored service areas, each mistake chips away at your credibility and visibility. The good news? Each fix is straightforward, and the payoff is huge: better rankings, more leads, and stronger client trust.
At TheCrowd Base, we believe that local visibility is everything in real estate. By fine-tuning your Google Business Profile, you’re not just fixing mistakes—you’re building a stronger foundation for long-term success.