Posting on Google Business Profiles: What Works Best for Real Estate Agents

Why Google Business Profile posts matter

Google Business Profile sits between a person and your next listing. When someone searches your name or your agency, your profile shows on the right side of the search page and on Google Maps. Posts help you control what they see first. Strong posts can lift calls, website clicks, directions and booking requests. They also show that you are active, trusted and local.

• Posts are free and quick to publish
• Posts appear on your profile for current searches
• Posts help buyers and sellers see proof of your work
• Posts can link to your listings, landing pages and booking forms

The post types and when to use each

Your profile gives you three main ways to post.

• Update. Best for market news, just listed, just sold, case studies and tips
• Event. Best for open homes, auctions and webinars with dates and times
• Offer. Best for time bound promotions such as free suburb reports or a free property price update

Tip. Use Update for most day to day posts. Use Event for anything with a date. Use Offer for lead magnets with an end date.

What to post each week

Think like a local news channel. Short. Clear. Useful. Aim for three to four posts each week.

• Monday. Just listed or coming soon with a clear call to action
• Wednesday. Open home or auction reminder using the Event type
• Friday. Just sold story with a short result and a seller quote
• Weekend. Local tip or market stat with a link to book an appraisal

Rotate these themes to stay fresh.

• Proof. Just listed. Under offer. Just sold
• Service. Free suburb report. Property price update. Auction strategy call
• Community. School zones. Local cafes. Park guides
• Authority. Market stats. Days on market. Buyer demand

Step by step to create a high performing post

Follow this simple flow for every post.

1. Choose the goal. Calls. Website clicks. Directions. Booking.

2. Pick the post type. Update, Event or Offer.

3. Write a headline under 10 words. Make it clear.

4. Add one main image. Bright. Sharp. True to life.

5. Write 40 to 80 words. Use plain language.

6. Add a call to action button. Call. Learn more. Sign up. Book.

7. Link to a fast page. Use a mobile friendly link.

8. Add UTM tags so you can track results.

9. Check spelling, address and time.

10. Publish and repurpose to social media.

Writing formulas and copy templates

Use one of these three simple formulas.

• Problem. Promise. Proof. Action
• What. So what. Now what
• Hook. Value. Invite

Now use these ready to paste templates.

Just listed
Headline. Fresh to market in Surry Hills
Body. Light filled two bedroom terrace with parking. Walk to shops and rail. Private yard for pets and play. View photos and book the first open home today.
Button. Learn more
Link. Listing page with enquiry form

Open home Event
Headline. Open Home Saturday 11.00 to 11.30
Body. See 14 Smith Street Paddington. Character cottage with a modern kitchen and city views. Bring your questions. We have the contract on site.
Button. Call or Directions
Link. Google Maps or listing page

Auction Event
Headline. Auction this Saturday at 2.00
Body. Final chance to inspect. Three bedroom family home on 607 square metres. School catchment location. Register to bid or request the contract now.
Button. Learn more
Link. Auction info page

Just sold
Headline. Sold in seven days
Body. 22 Oak Avenue Toorak. Four offers. Strong buyer interest. Happy sellers. Ask for the playbook we used to achieve this result in your street.
Button. Sign up
Link. Case study page or appraisal form

Lead magnet Offer
Headline. Free suburb report for September
Body. Get sales, days on market and price trends for your street. Simple and clear. Sent in 24 hours. Request your free report today.
Button. Sign up
Link. Lead form with name, email, mobile and suburb

Visuals that win attention

Images decide if people stop and read. Use one image for each post. The safe size is 1200 by 900 pixels or a 4 by 3 shape. Keep faces and the home clear and centred.

Use these image ideas.

• Front elevation in bright, even light
• Hero kitchen or living room with straight lines
• Agent with sellers after a sold result holding a simple sold rider
• Map pin on the suburb with a headline
• Clean graphic for an event with date, time and address

Keep text on images short. Use high contrast. Avoid clutter. Use your brand colours and logo in one small corner only.

Local SEO tips for posts

Posts can help the words on your profile match local searches. Keep it natural and helpful.

• Use suburb names in headlines and body copy
• Mention property types like unit, townhouse, terrace, acreage
• Add keywords people use such as auction, open home, property price update
• Always include the full street address for events
• Keep your phone number and opening hours correct in your profile details

Tracking and improving results

Small changes make big gains. Track weekly.

What to track inside your profile
• Views of your profile
• Calls from your profile
• Website clicks
• Direction requests

What to track with UTM tags
• Sessions from google and medium gbp
• Conversions such as form fills or call clicks
• Top pages reached from posts

How to write a UTM link
• Start with your normal link. Example. https colon slash slash yoursite dot com slash 14 smith street
• Add this. question mark utm underscore source equals google ampersand utm underscore medium equals gbp ampersand utm underscore campaign equals open underscore home underscore paddington underscore 4oct
• Save this in your notes so you can reuse the pattern

Improve by testing one thing each week
• Image style
• Headline length
• Call to action button
• Time and day you post

Compliance and good judgement

Keep posts true and clear. Follow local advertising rules for price guides, auction statements and vendor approval for images and quotes. Avoid third party photos without permission. Get written consent before using a seller quote or a buyer photo. Do not claim results you cannot prove. Keep privacy in mind when sharing sold stories.

30 day posting calendar

Use this ready plan. Adjust for your stock and your suburbs.

Week 1
• Mon. Update. Just listed. Clear headline. One hero image. Link to listing
• Wed. Event. Open home this Saturday. Add address and time
• Fri. Update. Market stat for your suburb. Include a simple graph image
• Sun. Update. Local guide. Best parks for families near your listing

Week 2
• Mon. Update. Coming soon teaser with one room photo
• Wed. Update. Case study. How we prepared 12 Baker Street to sell
• Fri. Event. Auction reminder with time and on site details
• Sun. Offer. Free suburb report for the month

Week 3
• Mon. Update. Just sold with days on market and number of offers
• Wed. Update. Buyer tip. How to be auction ready
• Fri. Event. Open home schedule for three properties with links
• Sun. Update. Meet the team. Short bio and contact button

Week 4
• Mon. Update. Just listed rental or investment. Target investors
• Wed. Update. Seller tip. The first three things to do before photos
• Fri. Update. Under offer announcement with next steps for buyers
• Sun. Offer. Free property price update request form

Post examples you can copy today

Just listed
Headline. Villa with courtyard in Clayfield
Body. Single level living with north facing outdoor space. Walk to rail and schools. First open home Saturday 10.00 to 10.30. Tap to see photos and floor plan.
Button. Learn more

Open home Event
Headline. Two open homes this weekend
Body. 7 Green Street 11.00 to 11.30. 12 Lake Road 12.00 to 12.30. Both with parking. Contracts available at the door. See full details here.
Button. Directions

Just sold
Headline. Sold before auction
Body. 45 enquiries. Four private inspections. Premium result achieved. Ask for our pre auction plan and timeline for your property.
Button. Sign up

Lead magnet Offer
Headline. Free downsizer checklist
Body. Step by step plan for selling and buying with ease. Covers timeline, declutter plan and finance tips. Download now.
Button. Sign up

Repurpose every post across your channels

Turn one post into many touchpoints.

• Share the same image and copy to Facebook and Instagram
• Email the post link to your warm list once a week
• Add the post to your listing page as a news item
• Save buyer and seller tips into a guide on your website
• Compile the month of posts into a market wrap video

Simple workflow to stay consistent

Here is a weekly routine you can follow.

1. Monday 9.00. Plan the week. Choose four post topics

2. Monday 9.30. Write all four posts. Keep each under 80 words

3. Monday 10.00. Create four images in Canva using one brand template

4. Monday 10.30. Build UTM links and paste them into each post

5. Monday 10.45. Publish the first post and schedule reminders to publish the others

6. Friday 3.00. Check results. Note what worked. Pick one test for next week

Ready to post checklist

Use this before you hit publish.

• Goal is clear and matches the button
• Headline is short and local
• Image is bright, straight and sized 1200 by 900
• Copy is 40 to 80 words with one clear benefit
• Suburb and address are correct
• Time and date are correct for Events
• Link works on mobile and has UTM tags
• Spelling and grammar checked
• Vendor consent for any quotes or photos
• You have a plan to repurpose the post

Your Google Business Profile is a high intent space. People arrive ready to act. Keep posts short, visual and local. Share proof and service every week. Track what brings calls and clicks. Improve one small thing each week. Over time you will build trust in your suburb and win more listings with less effort.

Author:  Ken Hobson