Plenty of agents never set up the Google listing that appears when somebody searches their name. A brokerage did it, or nobody did. This audit asks twelve questions about that listing and hands back a score out of 100 plus a sorted list of what to fix first.
Run the free tool ↓Open your Google Business Profile in another tab and answer the twelve questions honestly, since guessing costs you accuracy rather than points. It takes a couple of minutes, there is no email wall, and the score and fix list appear when the last question is answered.
Prefer a full page? Open the Google Business Profile Audit tool here.
Verification carries the heaviest weight of the twelve, and for an agent the usual failure is not an unverified listing. It is not having one. The pin belongs to the brokerage and you are a name on its team page. Or you have one, verified at an office you left two years ago.
The category questions land differently here. A solo listing agent whose primary reads like the brokerage's is describing herself as something she is not. Pick the one that matches what you personally do, then add the secondaries you legitimately qualify for.
Hours should be the hours you will pick up, not an office schedule you do not keep. Website is the easy field to fill with a brokerage bio page, and if you change brokerages that link dies. Point it at a domain you own.
The services list is worth six points and is easy to leave empty, because selling houses feels like one service. It is where the seller side gets named: listing consultation, home valuation, relocation, probate and estate sales. Portals sort by property. People hire an agent by situation, and that is where our real estate work starts.
The result arrives as a number, a band, and up to six lost-point items sorted largest first with an instruction on each. How that weighting is built sits on the general Google Business Profile audit. What is worth reading here is where your losses cluster.
Losses in verification, categories and completeness mean the listing was built once, by somebody else, for an office. That is an afternoon of work and a transfer request. Losses in photos, posts and review recency mean the listing is yours and nothing has happened on it since the last brokerage change. That one is a habit, and it is the harder of the two.
One limit matters here more than it does in most trades. The map block answers people searching near you, so it does almost nothing for a buyer relocating from two states away. That half of the business arrives through writing instead, which is what the AI visibility checker for real estate agents covers.
Say a solo listing agent answers the twelve. Verified. Primary category, the broad one the brokerage uses. No secondaries. Most fields filled but not all. A handful of photos. Reviews between eleven and fifty, newest from earlier this year, replies sometimes. Never posted. Services empty, Q and A empty, messaging off. That comes back in the low 40s, in the needs-work band, and the fix list opens with posting, photos and the category, with services and Q and A behind them. None of the six costs money.
Now imagine a five-agent brokerage. Verified, specific primary, a couple of secondaries, every field filled, services listed in detail, over fifty reviews with the newest this month, replies to all of them, ten photos and none since, posts occasionally, messaging off, no Q and A. That lands in the low 80s, decent with gaps. The top two items are posting and the empty Q and A, and the second one is the interesting one. Buyer representation agreements changed in 2024, and the compensation conversation now happens before a buyer tours a house rather than after it. A seeded question about how the brokerage is paid, in wording your broker approved, does more there than another photo of the office.
In this trade the work still arrives mostly by referral, and a referred stranger searches your name before deciding whether to call. What loads is mostly other people's pages: the brokerage's version of your bio, your portal profiles, an old team page. The Google profile is the one result there you control outright.
Replying is its own question, handled by the review response writer for real estate agents. The site it points at is graded by the website report card for real estate agents.
Every item this audit produces is free to do yourself. The category, the services list, the photos, the posts: none of it costs more than an hour and the habit afterward. The rest of the shelf works the same. More than 50 free tools published at kellywm.com/tools, no email wall.
If you would rather it be somebody's job, profile work sits inside ongoing local SEO, which runs $1,500 to $3,500/month for most businesses. The what should you pay tool for real estate agents and what SEO costs for a real estate agent handle the budget question properly.
They are separate listings answering different searches. The brokerage listing answers people looking for the office. Yours answers people handed your name, or comparing two agents. If you only exist inside somebody else's listing, the pin, the reviews and the photos stay behind the day you change brokerages.
The one that describes what you personally do, not the one that describes the office. An individual agent and a brokerage are not the same category, and picking the office-shaped one to look bigger costs you the match. Set the specific one as primary, then add the secondaries you legitimately qualify for. The audit scores the two separately: the primary says what you are, the secondaries cover what else you handle.
The hours you will actually pick up, not an office schedule you do not keep. Somebody calling at six on a Saturday because a yard sign caught their eye is the call this profile exists to catch, and a listing that reads closed talks them out of it.
Think twice. Those images were shot for the listing, the rights usually sit with whoever paid the photographer rather than with you, and the house has a family in it now. They also match every other agent's photos of the same property. Check with your broker, and shoot your own.
Not in this audit, and not on your Google profile. The three review questions ask about Google reviews only: how many, how recent, and whether you reply. Portal reviews are worth having and they do not transfer. If the count is where you are losing points, ask for Google by name at the closing table.
No, and that is the wrong target. The portals hold the blue links for inventory searches and this profile does not compete there. It competes in the map block against other agents and brokerages near the searcher, and distance is part of that. Nothing here predicts a ranking.
Google Business Profile Audit: full tool page and methodology · Marketing for real estate agents and brokerages · SEO cost for real estate agents and brokerages · AI Visibility Checker for Real Estate Agents · Website Report Card for Real Estate Agents · What Should You Pay? for Real Estate Agents · Review Response Writer for Real Estate Agents · All free tools
Kelly WM is Orlando-based, working with local service businesses nationwide since 2008, and agent profile work sits inside the local SEO we run month to month. Call or text (407) 694-2055, or take the free homepage mockup first.
Book a free consultation → Or call/text directly: (407) 694-2055Tell us a little about the business and we will come back with an honest read: what we would fix first, what it costs, and whether you need us at all. Prefer to see work before you talk numbers? Get a free homepage mockup, built for your business, yours to keep either way.
Brandon reads every one of these himself. You will hear back shortly with an honest read on what we would do first, what it costs, and whether it is worth it for you.