How Real Estate Agents Can Use Google Reviews to Grow Their Business
Google Reviews offer an effective marketing strategy that top-performing agents use to build trust and visibility.
When potential clients search for real estate services in your area, authentic reviews from past customers act as compelling testimonials that demonstrate your expertise and results.
This guide shows you exactly how to use Google Reviews to generate quality leads, including:
Step-by-step instructions to optimize your Google Business Profile for maximum visibility
Scripts and templates that make it easy to ask satisfied clients for glowing reviews
Response strategies that turn both positive and negative reviews into opportunities
Tips to maximize the impact of the reviews you’re already getting
Set Up Your Google Business Profile in 8 Easy Steps
More than 90% of consumers rely on online reviews to make purchasing decisions. Google’s review volume outpaces its closest competitors by more than six times combined. It all starts with creating your Google Business Profile:
Create or Sign In to Your Google Account
Use your business email for a more professional appearance.Visit Google Business Profile
Head to business.google.com and click “Manage Now.”Enter Your Business Name
Use the official name from your real estate license and branding.Choose Your Business Category
Select Real Estate Agent as your primary category.Add Your Business Location
You can choose to list a physical office or service areas if you work remotely.Provide Contact Information
Ensure your phone and website match your marketing materials.Verify Your Business
Usually done via postcard to your listed address.Complete Your Profile
Upload high-quality photos, write a compelling description, and set business hours.
Bonus: Enable Google Screened – this adds a green checkmark to your profile after passing background and license verification, boosting credibility.
How Clients Can Leave a Google Review
Here’s what you can share with clients to make the process easy:
Search for your business on Google
Scroll to the “Reviews” section
Click the stars to select a rating
Write a review in the text box
Click “Post”
To make this easier, create a custom URL or QR code that links directly to your review page.
The Art of Asking for Reviews
There are three ideal times to ask for a review:
1. Before Closing
During milestones like getting an offer accepted:
“I’m so glad we found the right home. If you’ve enjoyed working together so far, a quick review would mean a lot!”
2. After Closing
When emotions are high and clients are grateful:
“Congrats on the new home! I’d be grateful if you could share your experience on Google.”
3. Post Move-In Follow-Up
Check in after a few weeks and gently ask again if they haven’t posted a review yet.
Best Practices for Gathering Reviews
Personalize every request
Make the process as easy as possible
Ask for both written reviews and star ratings
Follow up once if needed
Explain why reviews matter
Never offer incentives (violates Google’s policies)
Ask for specifics, not generic “great service” comments
Use email, text, or in-person asks depending on the client
Always say thank you
Responding to Reviews: Why It Matters
Responding shows potential clients you’re engaged and professional.
Positive Review Example:
“Thank you, Sarah! It was a pleasure helping you find your new home. I’m thrilled we secured such a great deal together. Enjoy that newly remodeled kitchen!”
Negative Review Strategy:
Stay calm and professional
Acknowledge the person’s experience
Apologize without being defensive
Offer to resolve the issue offline
Leave your contact info
“I’m sorry you felt this way, and I’d love the opportunity to make things right. Please contact me directly at [email].”
Remember: your response isn’t just for the reviewer—it’s for every future client reading your reviews.
Keep Your Profile Fresh
Google values active profiles. Keep yours updated by:
Refreshing photos regularly
Posting updates about listings, closings, and market tips
Updating your hours and service areas
Adding awards, certifications, or milestones
Checking analytics to see what’s working
Turn Reviews Into Revenue
Once the reviews are flowing, here’s how to leverage them for business growth:
Display Them on Your Website
Create a live feed or dedicated testimonial page.Share on Social Media
Post standout reviews with visuals or client success stories.Add to Email Signatures
“John was incredibly responsive and helped us beat three offers – Mike L.”
Create Video Testimonials
Ask happy clients to record short video shout-outs.Build Case Studies
Turn glowing reviews into deeper client success stories.Use in Marketing Materials
Brochures, listing packets, flyers, and more.Highlight in Ads
Nothing beats a happy client quote in your Facebook or Google Ads.Use in Listing Presentations
Let reviews sell your service to future sellers and buyers.Start a Review-Focused Newsletter
Share your top reviews monthly to past clients and leads.Analyze Trends
Use consistent feedback to improve your business and highlight what you’re doing best.Client Appreciation Events
Invite past clients who left reviews to say thank you and generate referrals.Referral Incentive Programs
Invite those who’ve reviewed you to refer others (incentivize the referral, not the review).Optimize for SEO
Pull keywords from top reviews and sprinkle them into your website.Feature a “Review of the Month”
Spotlight a review and tell the story behind it.Use for Team Training
Great reviews reinforce what to do. Critical ones offer training opportunities.
Your Next Step
Ready to turn your reviews into one of your strongest lead generation tools?
Start by setting up your Google Business Profile—or give your existing one a refresh. Then follow the strategies above to build, manage, and maximize the power of client feedback.
