Google Business Profile Neglection
How Google Business Profile Neglection Will Kill Your Business
Here’s a question that might sting a little: When was the last time you actually logged into your Google Business Profile?
If you’re a real estate agent and you can’t remember, you’re not alone. But here’s the problem: while you’ve been busy chasing listings and closing deals, potential clients have been searching “real estate agent near me” and finding your competitors instead.
Your Google Business Profile (GBP) isn’t just a digital business card. It’s often the first impression someone gets of you before they ever visit your website or pick up the phone. And if that first impression screams “outdated” or “inactive,” you’re losing leads without even knowing it.
Let’s break down exactly why your Google Business Profile neglection is costing you business: and how to fix it fast.
Why Your Google Business Profile Actually Matters
Think about how you search for local services. You Google it, right? Your potential clients do the same thing.
When someone searches for a real estate agent in your area, Google pulls up a map pack showing local options. Your GBP determines whether you show up there: and more importantly, whether someone clicks on your listing or scrolls past it.
Consider these facts:
- 46% of all Google searches have local intent
- 76% of people who search for something nearby visit a business within 24 hours
- Businesses with complete GBP listings are 2.7 times more likely to be considered reputable
For real estate agents, this is massive. Buyers and sellers often start their agent search with a quick Google lookup. If your profile looks abandoned, they’ll assume your business is too.
The Three Ways You’re Sabotaging Your Own Visibility
Let’s get specific about what’s going wrong with your profile: and why it matters.
1. No Regular Updates (The “Set It and Forget It” Trap)
You created your GBP years ago, filled in the basics, and haven’t touched it since. Sound familiar?
Google rewards active profiles. When you regularly post updates, add photos, and respond to reviews, Google interprets this as a sign that your business is legitimate and engaged. Profiles that sit dormant get pushed down in search results.
Here’s what happens when you don’t update:
- Your listing appears stale compared to competitors posting weekly
- Google may flag your business as potentially closed or inactive
- Customers see outdated photos and assume you’re not current with the market
- You miss opportunities to showcase recent sales, open houses, or market insights
Real estate is a relationship business. If your online presence looks neglected, potential clients will wonder if you’ll neglect them too.
2. Weak Descriptions (Your Elevator Pitch Is Failing)
Your business description is prime real estate (pun intended). It’s your chance to tell Google: and potential clients: exactly who you are and why they should choose you.
Yet most agents either leave this blank or write something generic like: “Full-service real estate agent helping buyers and sellers.”
That tells people nothing. It doesn’t differentiate you from the 50 other agents in your market.
A weak description fails because:
- It doesn’t include relevant keywords that help you rank for specific searches
- It doesn’t communicate your unique value proposition
- It doesn’t speak to your ideal client’s needs or concerns
- It reads like every other agent’s profile
Compare that generic description to this: “Helping first-time homebuyers navigate Brisbane’s competitive market since 2018. Specialising in inner-city apartments and family homes in the northern suburbs. Known for patient guidance, honest pricing advice, and weekend availability.”
See the difference? The second version tells you who they serve, where they work, how long they’ve been doing it, and what makes them different.
3. Missed Lead Opportunities (Money Left on the Table)
Your GBP isn’t just for visibility: it’s a lead generation tool. But if you’re not using its features properly, you’re leaving money on the table.
Here’s what you’re probably missing:
- Q&A section: Potential clients ask questions here. If they go unanswered, you look unresponsive: and someone else might answer them for you (not always accurately).
- Reviews without responses: Every review: positive or negative: deserves a reply. It shows you’re engaged and care about client feedback.
- Service listings: You can list specific services like buyer representation, property valuations, investment consulting, etc. These help you show up for more specific searches.
- Posts and updates: You can share open house announcements, market updates, new listings, and sold properties directly on your profile.
- Photos of your work: Not just your headshot: show properties you’ve sold, happy clients (with permission), your team, and local area highlights.
Each of these features is a touchpoint that could convert a searcher into a lead. If you’re ignoring them, your competitors aren’t.
How to Fix Your Profile This Week
Good news: turning around a neglected GBP doesn’t require hours of work. It requires consistency over time. Here’s your action plan.
Step 1: Audit Your Foundation (30 Minutes)
Start by fixing the basics:
| Element | What to Check |
|---|---|
| Business name | Use your actual name: no keyword stuffing like “Best Brisbane Real Estate Agent” |
| Address and phone | Ensure these match your website and other directories exactly |
| Hours | Update your availability, including holiday hours |
| Categories | Select “Real Estate Agent” as primary; add relevant secondary categories |
| Website link | Point to a relevant landing page, not just your homepage |
Pro tip: Google and random users can suggest edits to your profile. Check for unwanted changes weekly.
Step 2: Rewrite Your Description (15 Minutes)
Craft a description that includes:
- What you do and who you serve
- Your area of specialty (geographic and property types)
- How long you’ve been in business
- What makes you different from other agents
Keep it natural. Don’t stuff keywords awkwardly: write for humans first, search engines second.
Step 3: Add Visual Proof (20 Minutes)
Upload fresh photos that show you’re active and credible:
- Professional headshot
- Recent sold properties (exterior and interior shots)
- Open house events
- Local neighbourhood highlights
- Behind-the-scenes moments (staging, client meetings, etc.)
Avoid stock photos. Authenticity builds trust.
Step 4: Respond to Every Review
Go through your existing reviews and respond to each one: even the positive ones.
For positive reviews: Thank them specifically and mention something personal from the transaction.
For negative reviews: Stay calm, acknowledge their concern, and offer to discuss offline.
This shows potential clients you’re engaged and professional.
Step 5: Pre-Answer Common Questions
Use the Q&A section proactively. Add and answer questions yourself:
- “What areas do you cover?”
- “Do you work with first-time buyers?”
- “What are your fees?”
- “How quickly can you list my property?”
This removes friction for potential clients and positions you as helpful and transparent.
Your Weekly Maintenance Routine (30 Minutes)
Once you’ve fixed the foundations, maintain momentum with this simple weekly routine:
Every week:
- Check for profile edits and fix inaccuracies
- Reply to new reviews
- Post one update (market insight, new listing, sold property, or tip)
- Add 2-3 fresh photos
- Answer any new questions in the Q&A section
Monthly:
- Review your services list and update as needed
- Check competitor profiles to see what they’re doing well
- Refresh seasonal photos
- Update your description if your focus areas have changed
The Bottom Line
Your Google Business Profile is working for you 24/7: or it’s working against you. There’s no neutral ground.
A neglected profile tells potential clients you’re inactive, outdated, or worse: not serious about your business. An optimised, regularly updated profile tells them you’re engaged, professional, and ready to help.
The difference between agents who dominate local search and those who don’t isn’t perfection. It’s consistency.
Start this week. Fix your foundations, rewrite that weak description, and commit to 30 minutes of maintenance each week. Within a month, you’ll see the difference in your visibility: and your inbox.
Your next lead is already searching. Make sure they find you. Fix the problem