Google Business Profile in 2025: What Estate Agents Need to Know

If you’ve been in agency for a while, you’ll remember when your Google Business Profile felt like a simple box-ticking exercise. Name, address, phone, a few photos, and off you go. Those days are long gone.

In 2025, your profile isn’t a listing — it’s a living storefront in the world’s busiest high street: Google Search. Every week, it quietly decides which local agents get seen first, which get the calls, and which fade into the second page no one scrolls to.

Google’s local results have become remarkably clever. Its AI no longer just reads your data — it understands intent. It can tell when a homeowner is searching for an “estate agent who knows the Clifton market” versus someone after a “valuation this week”. And it delivers results that match that intent.

That means the agents who share useful, human, hyperlocal content — updates, community posts, market insights — are rewarded. The ones who leave their profile to gather dust are quietly slipping down the map.

What you post, the reviews you respond to, the images you choose — they all tell a story about your business. Google sees the freshness, consistency, and tone of that activity as indicators of trust.

A profile with life — new reviews, updates, and genuine replies — signals an agent who cares. A profile frozen since 2021? That tells Google (and the homeowner) everything they need to know.

Behind the scenes, Google’s AI is building an “understanding” of every estate agent in your patch — cross-checking what’s on your website, your reviews, your social channels, and your profile. The more consistent and detailed your online footprint, the easier it is for Google to connect the dots and feature you.

So yes — your Business Profile still matters. But the days of treating it as admin are over. It’s a brand, a conversation, and increasingly, your first chance to make a digital impression.