In the 481st episode of the Mail-Right Show, Robert Newman and Jonathan Denwood dig into why Google Business Profiles (GBP) have become one of the most important marketing tools for real estate agents in 2025. With search behavior shifting, AI shaking up the industry, and mobile usage continuing to dominate, the way agents show up on Google has never mattered more. Robert, a 17-year real estate SEO veteran and founder of InboundREM, and Jonathan, co-founder of Mail-Right, break down why local search is booming, why most agents are still ignoring GBP, and how you can use this free tool to consistently attract seller leads.
Google Search Still Matters in 2025
One of the first questions Robert addressed was whether Google search is still relevant in the age of AI and ChatGPT. The short answer: yes. In fact, Google just reported a 13% increase in revenue and reaffirmed that its share of search has not been significantly impacted by AI competitors. With AI now integrated into search, Google has strengthened its dominance rather than weakened it.
That means local intent—“realtor near me” or “best agent in [city]”—is more powerful than ever. And the results that show up first are driven by Google Business Profiles. For agents, that’s a golden opportunity.
Why Most Agents Are Missing Out
Despite its importance, the majority of agents still haven’t claimed or optimized their profiles. Studies suggest anywhere from 20–60% of agents haven’t even gone through the verification process. Robert’s own conversations with agents confirm this: many know GBP exists but either put it off, try to game the system with fake addresses, or give up when verification gets tricky.
That’s good news for proactive agents. If you’re willing to claim your profile, verify it properly, and invest a little time in maintaining it, you’ll face far less competition than you might expect—because most of your peers simply won’t do it.
Verification Is Tougher, But Worth It
One reason agents avoid GBP is because verification has become stricter. In the past, you could claim a listing with a simple postcard. Today, Google often requires video verification with a live representative, where you must show real signage, incorporation documents, or other proof of legitimacy.
This weeds out fake or shady profiles and raises the barrier to entry. But for agents with a stable office, brokerage location, or proper documentation, it’s still absolutely doable. If you’re consistent and organized, you can secure a verified profile and keep it active—while many competitors fail or give up.
Competing with the Portals
Jonathan pointed out another critical benefit: a fully optimized GBP allows agents to compete with giant property portals like Zillow, Realtor.com, and Homes.com. While those sites dominate organic listings, Google still prioritizes local results in Maps and the Local Pack. A strong GBP with solid reviews can push you above the portals when someone searches “top real estate agent near me.”
For agents frustrated with portal leads or rising ad costs, this is one of the few ways to win back visibility directly from Google—for free.
Local Search Is Exploding
Robert emphasized that local searches are growing by 300–500%, making it the fastest-growing category in search. What’s driving this surge is Google’s push to integrate lifestyle and location-based queries into Maps.
For example, a search for “Venice Beach” now delivers not just general information, but also hyper-local carousels, business listings, and service providers. Increasingly, lifestyle terms like “things to do in [city]” or “best schools near [neighborhood]” surface Maps results.
For agents, this means more opportunities to show up when buyers and sellers are searching for information about the places they live or want to live. Posting photos, short videos, and local insights to your GBP taps directly into this trend.
Evergreen Lead Generation
One of the biggest strengths of GBP is its evergreen nature. Unlike social media, where content disappears quickly, your profile content, reviews, and posts live on and keep working for you.
Once your profile is filled out with accurate details, much of it rarely needs updating. Adding new photos, reviews, and occasional posts keeps it fresh, but the foundation remains solid. Agents who invest now can build a durable digital asset that generates calls and leads for years to come.
Robert shared that some videos and posts he created nearly a decade ago continued to bring in inquiries for years, proving just how long-lasting GBP visibility can be.
Tools That Help You Measure Success
While Google provides basic insights, third-party tools make it easier to track and optimize GBP performance. Robert recommended BrightLocal, which pioneered the “grid view” map that shows how your rankings vary across different points in your city. Other tools like Local Falcon and Whitespark also provide valuable analytics.
The goal isn’t just to rank, but to understand where you’re visible, what queries are driving calls, and how your performance changes as you add content, reviews, or website updates.
Your Website Still Matters
Although you can rank a GBP without a website, having one gives you a significant edge. Google cross-checks your website content against your profile to validate services, service areas, hours, and legitimacy.
Even a simple, clean website that highlights your services, neighborhoods, and contact info can improve your GBP performance. Reviews linked to your site and consistent NAP (Name, Address, Phone) details across directories add more credibility.
In short: GBP may be free, but pairing it with a strong website multiplies your results.
Reviews and Responses Drive Trust
Reviews are the lifeblood of your GBP. They boost visibility, influence rankings, and, most importantly, build trust with potential clients. Robert and Jonathan emphasized the importance of asking for reviews consistently—after closings, consultations, and referrals—and making it easy for clients to leave them.
But asking isn’t enough. Responding to every review, good or bad, is equally important. Google reads responses as a signal of engagement, and prospective clients notice how you handle feedback. A responsive, personable profile stands out against agents who ignore reviews.
Why GBP Attracts Sellers
Perhaps the most compelling reason for agents to prioritize GBP is its effectiveness in generating seller leads. While many marketing tools skew toward buyers, Robert noted that 50–70% of calls from GBPs are from homeowners considering selling.
Why? Because sellers often search for the “best realtor in [city]” rather than clicking on tired “What’s your home worth?” ads. A robust GBP filled with reviews, content, and proof of expertise reassures them that you’re the right professional to call.
Final Thoughts
Google Business Profile is no longer optional—it’s a cornerstone of real estate marketing in 2025. It’s free, evergreen, and seller-focused, yet most agents still haven’t fully embraced it.
By claiming your profile, verifying it properly, building reviews, and posting local content, you can position yourself as the go-to agent in your market. And because so many agents ignore or neglect GBP, the playing field is less crowded than you might expect.
For the disciplined, consistent agent, GBP is low-hanging fruit that delivers high-quality leads—especially listings—for years to come.
