We’re not trying to scare you, but — sometimes it’s good to understand what could go wrong. Today, we’re going to take you through what could happen to your business if you don’t have a Google My Business profile. 

Let’s look at an example. 

Grant von Leeson is a real estate agent in your area. You heard about him from a friend, but when you go to look him up, you don’t find very much. At this point, even though the referral you got was glowing, you’re left a little uncertain. Look at all this white space. You have little evidence of his success, so hiring him would mean blindly trusting your friend. Not ideal.

Now imagine you heard about Tanya from a different friend, who also said great things about her. Tanya, unlike Grant, has a Google My Business profile — and a good one at that. Immediately, you’re able to tell that she is held in high regard in her community. You can see her 4.9-star rating over 81 reviews and her business hours, address, phone number and website. You can see her responses to her reviews, too — conveying how inviting, friendly and active she is. 

Even if Grant does everything else perfectly, he’s lost credibility in not having his face on Google, and it could well cost him the lead. 

So, to recap — without a Google business profile:

1. You’ll lose out to your competition

The best agents around DO have Google My Business profiles, and if you don’t, you’re simply putting yourself on the backfoot — there are no two ways about it. Publicizing your accolades, putting your business on the channel getting the most real estate search traffic, and adding another revenue stream is an excellent way to stand out against your competitors and make sure you’re making the most of your digital presence. 

2. You’ll appear untrustworthy

Yeah, we know — every real estate agent’s worst nightmare. Trustworthiness is the most important trait for real estate agents to have, according to buyers in this NAR report, with a Google business profile, you have numerous ways to show your dependability. 

First of all, just having a profile at all helps. Quality aside, the fact that Tanya had a business profile on Google put her immediately ahead of Grant — both for prospects and for Google’s search algorithm. She showed up — pricelessly helpful to her reputation. 

Reviews are extremely important to your character. The ability to read testimonials written by detached third parties is crucial to prospects. And replying to reviews, too, can make a real estate agent or any business appear way more trustworthy — 1.7 times more trustworthy — than those that don’t. 

3. People won’t be able to find you

Simple as that. If you’re not showing up on Google, there’s a great chance people will either fail to find you or give up. Given people’s short attention spans, very few will be sifting through Page 4 of the results to find you. In fact, the first page of Google gets a whopping 95 percent of the traffic, and even within that, most of it goes to the top three results. Data don’t lie — people just aren’t going to scroll past the first few search results, so you need to make sure you’re at the very top. 

Having your own panel on the right side of the screen is an excellent way to get eyeballs on your page. If you’re not maximizing your revenue streams, you ARE losing out on business — and if you’re not making yourself seen, people won’t come looking for you. There are lots of real estate agents; be the one who shows up first. 

What is a Google My Business profile?

A Google My Business profile is a panel on Google Search and Maps that showcases local businesses’ hours of operation, location and contact information. It often includes a customizable call to action (CTA) optimized to match the business’ goal. 

Is a Google My Business profile free?

A Google My Business profile is free, but it requires lots of maintenance. It’s generally recommended to hire a professional marketer or team to ensure its ranking stays high. 

How do I get my business to show up first on Google?

Use hyperlocal keywords in headers, links and titles, fill out all of the prompted information as much as you possibly can, upload a headshot of yourself, post at least once a week and get as many positive (and recent) reviews as you can.

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