Google Business Profile for real estate agents: how to set it up and post

A Google Business Profile for real estate agents is a place where you can show up in Google Search and Maps without depending on a listing portal’s rules. We can’t promise a ranking or that your profile will show first. Google decides that.

We checked the rules on Google’s official help pages on October 10, 2026. They change, so open the links before you decide. Anything the help pages don’t state is left out.

Can an agent have a profile?

Yes, with conditions. Google’s guidelines name insurance and real estate agents as individual practitioners, who can have a Business Profile of their own. You need to work with the public and be reachable directly at the verified location during the hours you list. Sales associates and lead generation agents for corporations aren’t individual practitioners and aren’t eligible.

The listing itself gets no profile. Per the eligibility page, rental or for-sale properties, such as vacation homes, model homes and vacant apartments, aren’t eligible. Sales or leasing offices can be verified. The profile is yours or your brokerage’s, never one per listing.

If you share a location with other practitioners, the rule changes. The organization creates the profile for the location, and each practitioner’s profile carries only the person’s name, not the organization’s. If you’re the only public-facing practitioner at a branded location, Google says it’s best to share one profile with the organization, named “brand: your name”.

Hiding your home address

A profile needs a real, precise location. P.O. boxes and mailboxes in remote locations aren’t accepted, and neither is a “virtual” office that nobody staffs during business hours.

What you can hide is the address on screen. The guidelines say a business that travels to its customers, with no storefront, should have a service-area profile and hide its address. Google’s own example is a plumber who runs the business from a home address: they clear it from the profile.

The page doesn’t say a real estate agent fits that example, so we don’t assume it does. Here is how we read it: if you meet clients at an office, you show that address; if you only meet them at the homes, the service-area rule applies. Either way, the address and the area have to be real.

Getting verified

Sign in with a Google Account, search for your business and add it if it isn’t there. Then you verify it. The verification page lists phone, text, email, a live video call (only during business hours) and a postcard. Google picks the method and you can’t change it. Not every business gets every method.

On timing, the page says the review takes up to 5 business days. With a postcard, most codes arrive within 14 days and the code expires after 30.

Creating a profile is free, according to Google’s sign-up page: “creating a Business Profile and listing your business on Google is free.”

Posting a listing

Profile posts come in three types: updates (a description, photo or video and a button with a link), offers (they need a title, dates and times) and events (a title, dates and times). For a listing, our read is that an update fits; offers and events are for something else. Posts older than 6 months are archived unless you set a date range. The page gives no ideal frequency, and we won’t invent one.

The content policy singles out only one type of business, hotels. There is no real estate rule, which isn’t the same as approval. Another line matters more: Google may remove posts with unverified contact information, including phone numbers, email addresses and social media handles. The alternative is a “Call now” button, which uses the profile’s verified number. Keep your cell number out of the text.

What applies to any listing ad, like your state’s rules and fair housing, is in our piece on Instagram for real estate agents.

What gets a profile suspended

Google reserves the right to suspend profiles that break the guidelines. Two points weigh on agents.

The first is the name. It has to be your real name, the one on your card, website and stationery. Taglines, service information, location information, phone numbers and web addresses are out. “Ana Silva Real Estate Agent Austin” (an invented example) is a name with extras.

The second is an address that isn’t yours. Use a correct address or service area. If you meet clients at their homes, hide yours instead of inventing an office.

Where to start

Create the profile, verify it and post the listing you already share on social media and listing sites. If those aren’t in order yet, read free real estate listing sites first.

Doing it by hand takes time: picking the photos, tuning the text and repeating it for each listing. That’s why we built Loopy Studio: you send the photos once, and with Loopy Promotion your listings keep going out every week on your site, your social media and Google.