Common Google Profile Mistakes Real Estate Agents Should Avoid

Your Google Business Profile is often the first thing a seller or buyer sees when they search your name or your agency. A great profile helps you show up on Google Maps and in local search. A weak profile makes you invisible. The good news is that most problems are easy to fix with a simple checklist. Below you will find the most common mistakes for real estate and how to correct each one step by step.

Use this guide to tidy your profile today. Then set a simple monthly routine so your profile stays fresh and keeps working for you.

Quick snapshot checklist

• Claimed and verified

• Correct business name, category, address and phone

• Service areas set for your suburbs

• Hours and special hours set

• Website and booking links working with UTM tags

• Strong description with suburb keywords

• Services listed for sales and property management

• High quality photos and short videos

• Messaging on with instant replies

• Reviews requested and answered

• Posts added weekly

• Q and A monitored and answered

• Insights checked each month

Mistake 1: Profile not claimed or not verified

What it is
Your profile exists but you have not claimed it or completed the verification.

Why it hurts
You cannot edit key details. You miss calls, messages and leads. You drop in rankings.

Fix it in steps

1. Search your business name on Google. If you see the profile, click Own this business.

2. Follow the prompts to sign in and verify. Choose phone, email or video if offered.

3. If by postcard, check your letterbox daily. Enter the code inside your profile.

4. Once verified, fill every field in the profile editor.

Mistake 2: Keyword stuffing in the business name

What it is
Adding extra words to the business name like Top Agent Brisbane or Real Estate Agency Best Prices.

Why it hurts
This breaks Google rules. It can cause a suspension. It also looks untrustworthy to sellers.

Fix it in steps

1. Set the name to your true trading name only.

2. If you are a practitioner inside an office, use your name followed by your brand. Example Sarah Lee at Harbour Realty.

3. Use keywords in your description and posts, not in the business name.

Mistake 3: Wrong category or only one category

What it is
Using a broad or incorrect category. Leaving out helpful secondary categories.

Why it hurts
You will not appear for the right searches. Buyers and landlords will miss you.

Fix it in steps

1. Primary category should be Real estate agency if you are an office.

2. Add secondary categories that fit your services. Examples Property management company, Commercial real estate agency, Auction house.

3. Do not add categories that you do not offer. Keep it honest.

Mistake 4: Address problems and service area confusion

What it is
Using a PO Box or a virtual office. Showing your home address when you do not meet clients there. No service areas set.

Why it hurts
Google may suspend the profile. Clients may show up at the wrong place. You will not rank in the suburbs you serve.

Fix it in steps

1. If you serve clients at a shopfront, show your office address.

2. If you work from home and do not meet clients there, hide the address. Then set service areas by suburb and postcode.

3. Never use a PO Box or a virtual office.

4. Add two or three priority suburbs first. Example Kirribilli, Neutral Bay, Cremorne. Expand slowly.

Mistake 5: Inconsistent name, address and phone across the web

What it is
Your name, address or phone number is written in different ways on your website, Facebook, portals and directories.

Why it hurts
Google gets confused and lowers trust. Clients dial the wrong number.

Fix it in steps

1. Choose one standard format for name, address and phone.

2. Update your website footer to match your profile.

3. Update major listings like Domain, realestate.com.au, Facebook and LinkedIn.

4. Use the same phone number everywhere. Use call tracking only if it always forwards to the same main number.

Mistake 6: Weak or missing business description

What it is
A short or generic description that says nothing about your local area.

Why it hurts
You miss keyword signals. You do not stand out to sellers.

Fix it in steps

1. Write 700 to 750 characters.

2. Include your core suburbs, property types and standout proof.

3. Keep it human and clear. Avoid claims you cannot prove.

Template you can copy
We help homeowners in [Main Suburb] plus [Suburb 2] and [Suburb 3] sell for strong results. Our team specialises in homes and apartments, with expert auction strategy, premium marketing and buyer follow up that does not stop. We also manage investment properties with low vacancy and careful tenant care. Visit our office in [Street] or book a call now.

Mistake 7: No services listed

What it is
The Services section is empty.

Why it hurts
You fail to rank for common tasks people search for.

Fix it in steps

1. Add services for Residential sales appraisal, Auction campaign, Off market sale, Property management appraisal, Leasing service, Routine inspections, Market update.

2. Write one to two sentences under each service.

3. Link each service to the matching page on your website.

Mistake 8: Poor photos and no video

What it is
Dark or old photos. No team photo. No video that shows your office or area.

Why it hurts
People judge in seconds. Low quality media lowers trust and click through.

Fix it in steps

1. Upload a crisp logo and a clear cover image of your shopfront or local landmark.

2. Add recent team photos, happy handover photos, sold stickers and community work.

3. Upload short videos. Ideas include a 30 second office tour, a 30 second suburb snapshot, a 20 second client thank you.

4. Name files with simple words. Example kirribilli-real-estate-office.jpg

Mistake 9: Ignoring reviews or poor replies

What it is
Not asking for reviews. Slow or unhelpful replies. Copy paste responses.

Why it hurts
Reviews drive rankings and trust. Sellers read replies to see your care level.

Fix it in steps

1. Ask for a review after every sale or leased property. Send your short review link.

2. Reply to every review within two days. Use the client name. Mention the street or suburb.

3. For a poor review, stay calm. Thank them, state one fact, offer to fix offline, then update your reply when resolved.

4. Aim for a steady flow each month. A few fresh reviews beat a big burst once a year.

Mistake 10: No weekly Google posts

What it is
The Posts tab is empty or very old.

Why it hurts
You lose easy visibility for hot queries like open homes and new listings.

Fix it in steps

1. Post once a week. Rotate topics. New listing, Just sold, Open home times, Market update, Local sponsor, Team intro.

2. Add one photo, a short caption and a call to action.

3. Use your main keyword and suburb names in a natural way.

4. Link to the relevant page and track with UTM tags.

Simple post formula
Headline New to market in [Suburb]. Text Light filled three bedroom home near [Local school]. Open Saturday 11 am. Call [Name]. Button Learn more to listing page.

Mistake 11: Broken links and no tracking

What it is
Website links that do not work or do not track. No idea where calls come from.

Why it hurts
You lose leads and cannot measure what works.

Fix it in steps

1. Test the website link and booking link on mobile.

2. Add UTM tags so you can see traffic inside Google Analytics. Example utm_source=googleprofile and utm_medium=organic and utm_campaign=brand.

3. If you use a booking tool, test the full flow to confirm confirmations are sent.

Mistake 12: Messaging turned off or no quick replies

What it is
Buyers cannot message you in Google. Or they do and wait hours for a response.

Why it hurts
You miss easy enquiries. Google may show slower response badges.

Fix it in steps

1. Turn on Messages in your profile.

2. Create saved replies for common questions. Examples Price guide, Contract request, Open time, Rental enquiry.

3. Route alerts to the person on duty. Aim to reply within ten minutes during business hours.

Mistake 13: Q and A left empty or filled by strangers

What it is
The Questions and answers area has wrong answers from the public. Or it has no helpful info at all.

Why it hurts
People may read bad info and never call you.

Fix it in steps

1. Add your own helpful questions and answers.

2. Cover parking, appraisal booking, service area, languages, rental process and auction rules.

3. Check weekly and correct any wrong answers.

Mistake 14: Hours not set or special hours forgotten

What it is
No hours shown. Or hours are wrong on public holidays.

Why it hurts
Buyers arrive to a locked door. Poor experience lowers trust.

Fix it in steps

1. Set normal opening hours, plus a note for private appointments outside hours.

2. Add special hours for public holidays and long weekends.

3. Update fast if there is a change due to events or weather.

Mistake 15: Duplicate or old listings

What it is
More than one profile for the same office. Old addresses still live.

Why it hurts
Calls split across profiles. Rankings split. Clients get lost.

Fix it in steps

1. Search your business name and address on Google and Maps. Note any duplicates.

2. Keep the correct live profile. Request to remove or merge the others.

3. If you moved office, update the address on the main profile first, then close the old location listing.

Mistake 16: No team visibility where allowed

What it is
High profile agents inside a large office have no practitioner presence.

Why it hurts
People who search the agent by name may not find direct contact.

Fix it in steps

1. If your office allows it and it fits Google rules, create a practitioner profile for the lead agent. Use the agent’s name with the brand.

2. Link the agent profile to the agent bio page.

3. Keep media and posts focused on the agent’s sales and community work.

Mistake 17: Policy breaches and sudden suspensions

What it is
Using a fake address, keyword stuffing or repeated rule breaks. The profile gets suspended.

Why it hurts
You vanish from Maps. Calls and messages stop.

Fix it in steps

1. Read the profile guidelines inside your dashboard.

2. Remove any risky items.

3. If suspended, submit the reinstatement form with clear proof. Provide lease, utility bill, signage photos and your website contact page that matches your profile.

Mistake 18: Ignoring Google Insights

What it is
Never checking how people find and use your profile.

Why it hurts
You cannot improve what you do not measure.

Fix it in steps

1. Open Performance in your profile each month.

2. Record views, searches, calls, messages, website clicks and direction requests.

3. Note which photos get views. Post more of what works.

4. Tie Insights to your UTM data in Analytics so you see what leads become appraisals and listings.

Mistake 19: No local proof in your profile

What it is
Your profile could belong to any suburb. No signs of life or local wins.

Why it hurts
Sellers choose the agent who looks most active nearby.

Fix it in steps

1. Add posts and photos that prove local work.

2. Examples include auction days, sold sticker moments, school sponsorships, charity days, market wrap videos and local business shout outs.

3. Keep location names in captions. Example Market update, Paddington, July.

A simple monthly routine you can follow

• Week 1 update photos and add one short video

• Week 2 publish a post and check Q and A

• Week 3 request five reviews and reply to all reviews

• Week 4 check Insights, check links and test messaging

Final tips for real estate success on Google

• Fill every field in your profile. Empty fields cost you visibility.

• Focus on quality and truth. Avoid tricks.

• Keep your website, directories and socials consistent with your profile.

• Use suburb names in your description, services and posts in a natural way.

• Make your profile part of your listing presentation. Show sellers your reviews, posts and community proof.

When your profile is clear, complete and active, it acts like a digital shopfront that never closes. Follow the fixes in this guide and you will show up higher, get more calls and win more listing appointments.

Author. Ken Hobson