Google reviews and Maps for estate agents and real estate agencies
Sellers choose an agent they trust, and they check Google first. Agencies win with a complete office profile, individual agent profiles where Google's rules allow, reviews requested from every client at the right moment, buyers, sellers, landlords and tenants alike, and calm, specific replies.
Office profile and agent profiles
Google's guidelines allow individual practitioners who deal directly with the public, such as real estate agents, to have their own Business Profile alongside their office's. That gives each agent their own reviews and a chance to show for their name. A few rules to follow:
- The office profile uses the agency's real name, address and main phone number.
- Agent profiles use the agent's name and their own direct phone number, not the office switchboard.
- If an agent leaves, update or mark their profile rather than leaving it pointing at your office.
- Choose the most specific category for each: an agency category for the office and the individual agent category for agents.
Ask every side of the move
Most agencies only ask sellers after completion. Buyers, landlords and tenants all have an opinion of you too, and reviews from each of them help the next person who reads your profile.
- Sellers and buyers: ask a few days after completion, once the keys have changed hands and the stress has passed.
- Landlords: ask after a let is agreed, and again at renewal.
- Tenants: ask after move-in and after a repair is sorted.
- Ask everyone, not just the smooth sales. Asking only happy clients is review gating, which Google doesn't allow.
- Don't offer gifts or a discount on fees for a review, and don't tell clients what to write or which agent to name.
of US consumers only consider reviews written in the last three months.
expect business owners to respond to reviews.
Replying when things went wrong
Sales fall through and chains collapse, often for reasons outside your control. Reply calmly, don't blame the other party and keep personal details out of it.
Thank you for your feedback, and I'm sorry the sale didn't go ahead. I know how disappointing that is after months of work. I'd welcome a chance to talk through what happened and how we can help from here. Please call me on [number].
Thank you, [first name]. It was a pleasure helping you find your new home, and we hope you're settling in well.
Keep the profile working
- Photos of your office, your team and the areas you cover, not just listings.
- Posts for market updates, open days and new instructions, linking to your website.
- Services: sales, lettings, property management and valuations, each listed.
- A fast reply to every valuation enquiry. 75% of US consumers decide which local business to use in under 30 minutes.
Sources
- Google: Guidelines for representing your business on Google
- BrightLocal Local Consumer Review Survey 2026 (1,002 US consumers)
- BrightLocal Consumer Search Behavior 2026, part 1 (1,227 US consumers)
- Google Maps: Prohibited and restricted content
Citing these figures? Please link to this page. If you spot a figure that's out of date, email hello@flexilocal.com.
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