Instagram, Facebook, and TikTok get most of the attention in real estate marketing. But if you’re not prioritizing Google, you’re missing out on a platform that determines how clients find you when they type “best realtor near me” or “homes for sale in [Your City].”
In a recent BAM webinar, Experience.com CEO Scott Harris and Head of Solutions Michael Ammaturo broke down how real estate agents can take control of Google and AI search visibility:
- Post to Google weekly to appear in local searches.
- Write keyword-rich replies to every review.
- Seed and answer questions in Google Q&A to rank for your specialties.
Harris emphasized that winning in search isn’t complicated, but it does require consistency. That’s where Experience.com’s free profile becomes a game-changer: it gives agents a single dashboard to claim their business profile, connect Google, Facebook, Zillow, and other platforms, in order to see their search rank score and manage everything in one place.
How to Use Google Posts to Stand Out Locally
Harris called out a big blind spot in agent marketing: while most agents post their open houses and listings to Instagram and Facebook, Google Posts are often ignored.
When you add updates or events to your Google Business Profile, they appear directly in search results and maps. That means when someone searches for “what’s happening in [Your City]” or “open houses near me,” your content has a better shot at showing up.
What to Post on Google:
- Updates: New listings, price changes, or neighborhood market reports.
- Events: Open houses, buyer seminars, client appreciation nights.
- Offers: Limited-time incentives, such as a free consultation or staging service.
In Harris’s words:
“You get a new listing, put it on (Instagram and) Facebook, but also put all those pictures on Google. Make a Google update. You have an open house, you have a customer event, make a Google post or Google event. Have a special offer or incentive? Make a Google Offer.
“Google’s value is more business value… When someone Googles, ‘What’s happening in my town this week?’ your event’s going to pop up.”
In other words, treat Google like another social platform in your workflow. Post at least once per week and include location-specific keywords in your captions.
Why Replies Can Be More Valuable Than Reviews
Reviews matter, but Google rewards the engagement around reviews even more. According to Harris, a reply filled with relevant keywords can carry more SEO weight than the review itself.
Here’s why replies matter so much:
- Recency is king. Google prioritizes activity from the last 12 months.
- Keywords boost search authority. A reply like “Loved helping you purchase your first home in Alamo Creek” reinforces your expertise in that neighborhood.
- Consistency is rewarded. Aim for 75 reviews and 75 replies per year to show steady engagement.
Skip personal details or private information in your replies. Focus on locations, property types, and services you want to rank for.
How to Leverage Google Q&A to Rank for What You Do Best
The webinar also highlighted a largely untapped SEO feature: Google Q&A.
Clients and potential buyers can ask questions directly on your Google Business Profile, and your responses are indexed by search engines. Harris encouraged agents to use this feature proactively by seeding questions and answering them strategically.
Examples of Google Q&A:
- “What’s the average price of a 3-bedroom home in [Neighborhood]?”
- “Do you work with VA home loans in this area?”
- “How long does it take to close on a home in [City]?”
These questions give you a chance to write clear, keyword-focused answers that AI tools and Google can crawl.
A Simple Weekly Workflow for Google Visibility
- Create a Google Post: Add your newest listing, open house, or market update.
- Reply to Every Review: Include a location or product keyword in each response.
- Seed a Q&A Question: Ask a client or friend to post a question about your market expertise, then answer it publicly.
- Repeat Weekly: Keep activity fresh; Google rewards current engagement over static profiles.
As Harris pointed out,
“It doesn’t take as long as it takes to make a diamond, but it’s activity and time. And the good news is almost no one’s doing it right. So, do it right.”
By treating Google like the priority platform it is, you’re not just increasing your visibility; you’re training AI and Google to see you as the go-to local expert.
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