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Google For Realtors has always been one of the most dominate ways to get leads. Heck the reason Zillow is able to be so dominate in Real Estate is because of their Google Presence. Utilizing Google for Real Estate can mean multiple thing however, including your Google My Business Listing, traditional SEO (Search Engine Optimization) and even running Google Ads.
Most Realtors & Real Estate Agents don't realize they have one of the most powerful tools sitting right underneath them for lead generation; their Google My Business Listing. It's free and generates inbound leads while you sleep.
The only catch: it takes a tad bit of effort. I mean I've seen some of my clients generate as many as 50+ inbound leads per month. That's roughly an extra closing 3 closing per month if your backend scripts are setup. Wild right!
Your Google My Business Listing is a great platform to highlight your past listings. Using high-quality photos and videos, ranging from headshots to property images, is the most effective approach. Consider reviewing these locations to find some of your best photos:
The description is a crucial factor for ranking your Google My Business Listing. It's essential to include key points and detailed information about your business. Be sure to emphasize your Unique Selling Proposition, Target Location, and Target Demographics.
To assist you, we have developed a ChatGPT prompt that you can use to craft your description:
You are a Real Estate Agent working for [Brokerage] in [City]. You’ve been tasked with writing a brief Google My Business Listing description under 500 characters for [the brokerage/yourself]. Make sure to include a Unique Selling Proposition, Target Location and Mention of Real Estate. What additional information would you like from me before you begin writing? After you receive the answer you may immediately write it.
The section where numerous real estate agents and realtors often err on their Google My Business Listing is the "Products" area. Many agents list properties such as "1017 8th Street" or "928 Orange Drive" without detailing their services. Instead, you should outline your services and include a captivating visual. Below is a list of recommended products:
Your Google reviews aren’t just social proof they’re a ranking factor that determines where you show up in the Google Map Pack. More reviews = more visibility = more leads. Top agents know this and make collecting reviews a priority. One simple way? Use a QR code at closing to make it effortless for clients to leave feedback.
Here’s how to set it up:
For example, Legendary Real Estate Services in Lake Geneva does this at every closing and it works. The easier you make it for clients, the more reviews you’ll collect, and the higher you’ll rank.
Start leveraging your reviews the right way, and let Google bring in the leads for you.
In addition to ranking in the Map Pack for Realtors you can also rank in traditional Google. This is one of the best ways to get get targeted leads either buy or seller leads. You can target "Home Valuation Near Me" or "Homes for Sales Near Me".
The big question: How does Google decide which real estate websites show up first?
It’s not random. It’s based on four key factors:
Now that we know how to rank on Google or what google likes to rank we need to figure out what to rank for. The most common keyword tools inlude: Google Keyword Planner, Ahrefs and Semrush. To determine keywords to pick from here's a list of the top keywords that I use with my cleints for both Buyers & Sellers.
Buyers:
Sellers:
When it comes to generating real estate leads on Google, you have two primary options: Google Ads (PPC) and Local Services Ads (LSAs). Both can be powerful tools, but understanding their differences—and how to use them effectively—can mean the difference between wasting money and filling your pipeline with high-intent buyers and sellers.
The short answer? It depends on your budget, goals, and how hands-on you want to be with lead generation.
These are the traditional text-based ads that appear at the top of Google search results. You bid on keywords like “Best Realtor in [City]” or “Homes for Sale Near Me”, and every time someone clicks your ad, you pay a fee.
LSAs are different. Instead of paying per click, you only pay when a lead actually contacts you through the ad. These ads appear above Google Ads and include Google’s “Google Screened” badge, which increases trust with potential clients.
Choose Google Ads (PPC) if:
Choose Local Services Ads (LSAs) if:
The best approach? Use both. LSAs provide guaranteed leads, while Google Ads let you scale aggressively.
Getting started with LSAs is simple, but most agents miss out on them because they either don’t know how to set them up or don’t optimize them correctly.
Here’s a quick breakdown of how LSAs work for real estate:
You apply & get Google Screened - This requires submitting your license, background check, and proof of business.
You set your budget & locations - Unlike PPC, you’re not bidding on keywords. Instead, you set a weekly budget for leads in a specific area.
Leads come in & you only pay for real inquiries - If a lead contacts you but isn’t serious, you can dispute the charge with Google.
Your ranking is based on your profile & reviews - LSAs prioritize agents with more 5-star Google reviews and a high response rate.
Here’s a simple breakdown of PPC (Google Ads) vs. LSAs:
For most agents, a combination of both is the best approach—LSAs for direct leads and Google Ads for brand awareness and volume.
SEO is a long-term strategy. You can start seeing traction from Google My Business in a few weeks if you actively collect reviews and post updates. SEO can take 3–6 months to gain traction, but once ranked, it generates leads consistently without ad spend.
Yes. GMB leads are inbound and organic, meaning they’re reaching out to you instead of you paying for cold leads like Zillow. With Zillow, you rent leads; with Google, you own them.
Both work, but it depends on your goals. If you need immediate leads, Google Ads & Local Services Ads (LSA) are the fastest way to get in front of motivated buyers and sellers. SEO takes time, but it’s a long-term investment that reduces your dependency on paid ads.
It depends on your market, but a good starting point is $500–$1,500 per month for Google Ads and $50 per lead for LSA. However, LSA is pay-per-lead, so your cost is directly tied to how many inquiries you receive.
Use Google My Business Insights to track calls, website visits, and direction requests.
Use Google Analytics & Google Search Console to see where traffic is coming from and which keywords drive results.
They set it and forget it. Google rewards consistency, so agents who regularly update their GMB profile, create local content, and tweak their ads get more visibility and better leads over time.
