The Complete Guide to Google Reviews for Real Estate Agents

Google Reviews offer an effective marketing strategy that top-performing agents use to build trust and visibility.

When potential clients search for real estate services in your area, authentic reviews from past customers act as compelling testimonials that demonstrate your expertise and results.

This guide shows you exactly how to use Google Reviews to generate quality leads, including:

Step-by-step instructions to optimize your Google Business Profile for maximum visibility
Scripts and templates that make it easy to ask satisfied clients for glowing reviews
Response strategies that turn both positive and negative reviews into opportunities
How to maximize the impact of the reviews you’re getting

Set Up Your Google Business Profile in 8 Easy Steps

More than 90% of consumers rely on online reviews to make purchasing decisions, with Google home to the majority of reviews. In fact, Google’s review volume outpaces its closest competitors by more than six times combined.

It all begins with setting up your Google Business Profile. Here’s a step-by-step guide to get you started:

If you don’t already have one, create a Google account using your business email. If you have an existing account, simply sign in.

2. Visit Google Business Profile

Go to business.google.com and click on “Manage Now” to begin the setup process.

3. Enter Your Business Name

Use your official business name as it appears on your real estate license and other official documents.

4. Choose Your Business Category

Select “Real Estate Agent” as your primary category. You can add additional categories later if needed.

5. Add Your Business Location

Enter your office address if you have a physical location. If you work from home or don’t want to display your address, you can choose to hide it and specify service areas instead.

6. Provide Contact Information

Enter your business phone number and website URL. Double check that these match the information on your website and other marketing materials.

7. Verify Your Business

Google will need to verify your business, typically through a postcard sent to your business address. Once you receive it, enter the verification code to complete the process.

8. Complete These Final Details to Help Your Profile Stand Out

Add a high-quality profile photo and cover image
Write a compelling business description highlighting your expertise and services
Set your business hours
Add photos of properties you’ve sold or your team in action
Enable Google Screened (example below)

Google Screened is a verification program that adds credibility to your profile. To qualify, you’ll need to pass a business-level background check and license verification. Once approved, a green checkmark will appear on your profile, indicating that Google has verified your real estate license and business insurance.

How Clients Can Leave a Google Review

Here’s a simple process you can share with them:

Open Google and search for your business name
Look for the “Reviews” section on your Google Business Profile
Click on the stars to select a rating (1-5 stars)
Write their review in the text box that appears
Hit the “Post” button to submit their review

Consider creating a short, memorable URL or QR code that leads directly to your Google review page, making the process even simpler for your clients.

The Art of Asking for Reviews

Timing is crucial when it comes to requesting feedback from your clients. But there isn’t just one perfect moment to ask for a review. In fact, there are three ideal opportunities throughout your relationship with a client:

Before Closing: During Active Work with Clients

Don’t wait until the transaction is complete to start thinking about reviews. When you’ve had positive interactions or milestone moments with your clients, such as finding their dream home or securing a great offer, that’s an excellent time to plant the seed.

You might say something like, “I’m so glad we found a home you love! While we’re waiting to close, I’d really appreciate it if you could share your experience working with me on Google Reviews.”

After Closing: Celebrating Successful Transactions

The excitement of a successful closing provides another perfect opportunity to request a review. Your clients are likely feeling relieved and grateful, making them more inclined to provide positive feedback.

Consider sending a congratulatory email or card that includes a gentle request for a review.

Follow-Up: Checking In After Move-In

A few weeks after your clients have settled into their new home, reach out to see how they’re doing. This thoughtful gesture strengthens your relationship and also provides another chance to ask for a review if they haven’t provided one yet.

Best Practices for Gathering Reviews

Personalize your review requests to each client’s experience
Make the review process as simple as possible for clients
Request both written reviews and star ratings for more impact
Follow up politely if a client doesn’t leave a review after the first request
Highlight the value of reviews to your clients (e.g., helping other homebuyers)
Always thank clients for their time and feedback
Never offer incentives for reviews, as this violates Google’s policies
Encourage detailed, specific feedback rather than generic comments (You could say something like, “I noticed how excited you were about the kitchen remodel. Would you share that enthusiasm in a quick Google review?”)
Use various communication channels (email, text, in-person) based on client preferences

Responding to Reviews: The Power of “Thank You” (and How to Say It)

Your response can be just as important as the review itself. Responding to reviews is about more than good manners. It helps build relationships, showing your professionalism, and attracting future clients.

Why Respond to Reviews?

Builds trust: Thoughtful responses show potential clients that you’re engaged and care about your customers.
Improves visibility: Google considers owner responses when ranking local businesses, potentially boosting your profile’s visibility.
Encourages more reviews: When clients see you responding, they’re more likely to leave reviews themselves.

Creating the Perfect “Thank You”

Here’s an example of a good thank you response to a client review:

Responding to positive reviews is an art that can significantly improve your online reputation. Timeliness is key, so aim to reply within a day or two of receiving the review. Start by addressing the client by name, which adds a personal touch and shows you’re paying attention to each individual’s feedback. Express sincere gratitude for their time and kind words.

To demonstrate that you’ve thoroughly read their review, mention specific details they shared about their experience. This small extra step makes clients feel truly valued:

Past clients feel appreciated, strengthening their connection to you and increasing the likelihood of referrals
Current clients see that you pay attention to feedback, leading to better communication throughout the transaction
Future clients get a glimpse of your communication style and commitment to client satisfaction

Weathering the Storm of Negative Reviews

Even when you’ve given your all, there are times in the real estate business that you may end up with an unsatisfied client. Factors beyond your control—appraisals not coming in, undisclosed property issues, or unrealistic expectations—can lead to disappointment.

These situations can result in negative reviews that sting, both personally and professionally. However, how you respond to these reviews can turn a potentially damaging situation into an opportunity.

Ignoring a negative review might seem tempting, but it’s rarely the right choice. A thoughtful response, like the one below, demonstrates to both the reviewer and potential clients that you take feedback seriously and are committed to resolving issues.

Before writing your response, take a deep breath and approach it with a calm, professional demeanor. Acknowledge the client’s feelings and apologize for their negative experience, even if you disagree with their assessment.

Avoid getting defensive or arguing points in your public response. Instead, ask to understand their concerns better and offer to continue the conversation offline. Provide a direct contact method, showing your willingness to address the issue personally.

Remember, your response isn’t just for the dissatisfied client—it’s for every potential client reading your reviews. By addressing negative reviews promptly and professionally, you turn a potential liability into a powerful demonstration of your customer service ethics.

Keeping Your Profile Fresh: The Art of Ongoing Updates

Your Google Business Profile is an active display of your real estate business online. It’s not a one-time setup, but rather an ongoing project that requires regular attention and updates.

Regular profile updates ensure clients see current, accurate information about your services. It’s also a signal to Google that your business is active and relevant, potentially boosting your visibility in local search results.

Here are some best practices to keep your Google Business Profile in top shape:

Update Your Information Regularly: Make sure your contact details, operating hours, and services are always current.
Add New Photos Frequently: Showcase recent property listings, team photos, or images from community events you’ve participated in.
Post Updates: Use the Posts feature to share market insights, new listings, or helpful tips for homebuyers and sellers.
Expand Your Service Areas: As your business grows, update the geographic areas you serve.
Highlight Awards or Certifications: Did you or your team receive a new certification or award? Add it to your profile.
Check Performance Metrics: Regularly check your Google Business Profile performance insights to understand how users are interacting with your profile and adjust your strategy accordingly.

How to Turn Reviews Into Revenue

You’ve set up your Google Business Profile, kept it updated, and successfully gathered positive reviews from satisfied clients. Now it’s time to leverage these testimonials and turn them into a reliable source of new business.

Remember, more than 90% of consumers rely on online reviews when making purchase decisions, and Google houses the majority of these reviews. This means your Google reviews can be an important asset for new leads.

Here’s how to make them more effective:

1. Feature Reviews on Your Website

Create a dedicated testimonials page or integrate a feed of your Google reviews directly on your website. This provides social proof to visitors and can increase their trust in your services.

Regularly post screenshots or quotes from your best reviews on platforms like Facebook, Instagram, and LinkedIn. You can create things like short video testimonials featuring clients who left detailed reviews, highlighting specific successes like “How Sarah helped us negotiate $50,000 under asking price.”

3. Include in Email Signatures

Add a brief quote from a recent positive review to your email signature, along with a link to your Google Business Profile.

For example: “John’s attention to detail saved us from buying a house with foundation issues – Michael S.”

4. Create Video Testimonials

Reach out to clients who left glowing reviews and ask if they’d be willing to record a short video testimonial. These can be incredibly impactful on your website and social media.

5. Develop Case Studies

Use detailed positive reviews as a starting point to create in-depth case studies showing your expertise in handling specific real estate situations.

6. Incorporate in Marketing Materials

Feature standout reviews in your brochures, flyers, and other printed marketing materials. This adds credibility to your promotional efforts.

7. Use in Advertising Campaigns

Incorporate review quotes in your online and offline advertising. A client’s words can be more persuasive than your own marketing copy.

8. Highlight in Presentations

When pitching to potential clients, include slides featuring your best reviews to demonstrate your track record of success.

Send a monthly email newsletter highlighting recent positive reviews and the stories behind them. This keeps past clients engaged and shows your ongoing success to potential clients.

10. Analyze Review Data

Regularly review the feedback you receive to identify trends, areas for improvement, and aspects of your service that clients value most. Use these insights to refine your business strategy.

11. Host a Client Appreciation Event

Organize an event for clients who’ve left positive reviews. This shows your appreciation and can also lead to more referrals and repeat business.

12. Develop a Referral Program

Create a referral program that incentivizes clients who’ve left positive reviews to refer their friends and family to your services.

13. Use Reviews in SEO Strategy

Incorporate keywords from positive reviews into your website’s content to boost your SEO efforts and attract more organic traffic.

14. Create a “Review of the Month” Feature

Highlight a particularly insightful or positive review each month on your website and social media, possibly with a brief story about the transaction.

15. Use Reviews for Team Training

Use positive reviews to reinforce best practices within your team and negative ones as learning opportunities for improvement.

How will you choose to incorporate Google reviews into your growth strategy this year?