Google Business Profile for Australian Real Estate Agents

Search “real estate agent” plus almost any Australian suburb and the map pack — three Google Business Profiles — appears above every website, including the portals. For vendor-facing searches, your profile is arguably your most valuable free marketing asset, and most agents leave it half-finished. Here is the practical setup, in order of impact.

Get the fundamentals exactly right

Choose “Real estate agent” (or “Real estate agency” for a principal’s office profile) as the primary category. Use your real, consistent name — Google suspends profiles stuffed with keywords like “John Smith Best Agent Bondi”. Set your service areas to the suburbs you genuinely farm, keep hours accurate, and make sure your name, address and phone number match your website and portal profiles exactly. Inconsistency quietly erodes rankings.

Reviews are the ranking engine

Volume, recency and content all matter. Build the ask into your settlement process — a text with a direct review link on settlement day converts far better than an email a month later. Coach clients gently toward specifics: suburb names, property types and outcomes in review text help you rank for those exact phrases. Respond to every review, including the rare bad one; vendors read your responses as a preview of working with you.

Post weekly, photograph everything

Profiles with regular posts and fresh photos consistently outperform static ones. Post your recent sales (with vendor permission), open-home schedules, and snippets of your suburb content — a market update or a new area guide gives you a post every single week without extra writing. Real photos of local streets, auctions and sold stickers beat stock imagery every time. This is exactly where owned content pays twice: everything from your suburb guides becomes profile material.

Use the Q&A and services sections

Seed the Q&A with the questions vendors actually ask — “Do you sell by auction or private treaty?”, “Which suburbs do you cover?”, “What are your fees?” — and answer them yourself. List services explicitly: auction campaigns, private treaty sales, appraisals, property management. Every field you complete is a ranking signal and an objection handled.

Individual agent versus agency profiles

Both can exist: the agency holds the office profile; agents in many franchises maintain personal profiles. If you run your own, keep the details distinct (your mobile, your landing page) so the two profiles reinforce rather than cannibalise each other. Your website link should ideally land on a page about your suburbs — not a generic homepage — which is where a proper content hub earns its keep alongside the rest of your local SEO.

The honest maths

A complete, active profile costs a few hours to set up and an hour a week to maintain. If it produces one extra appraisal a quarter, it outperforms almost any paid channel available to an Australian agent — and unlike portal spend, the asset stays yours.

Want content that keeps your profile — and your whole local presence — active? See how it works, explore our services, or book a 15-minute call.