Local Buzz: Mastering Lead Generation with Your Google Business Profile

Why you should consider Google Business Profile a main strategy in your title agency’s marketing plan!

In the bustling world of real estate, visibility is paramount! In my opinion, there is one digital platform that stands out as a game-changer for your business: Google Business Profile. Seems like an overly simple suggestion, right? Well, if you do it right, this platform can be a source of leads, brand opportunity, and community connection. Most businesses deem social media as the best platform for visibility, but did you know that 78% of consumers check local business reviews before using a service? The top company searches are automotive, healthcare, and service based businesses – that includes title agencies! Let’s chat about how you can harness the power of a Google Business Profile.

First impressions matter, especially in the digital world. Your Google Business Profile serves as the initial point of contact for potential customers searching for local products or services. It’s akin to having a prime spot on the busiest street in town. Now let’s chat about who could be searching you for a first impression.

1. A FSBO looking for a connected and reputable title company to help them execute a contract with a buyer.
2. An new or seasoned investor in your area looking for someone who specializes in specific services
3. A curious buyer or seller who has been referred by a local REALTOR.
4. A small, local builder looking to partner with a title agency with a good local reputation!
5. A REALTOR that isn’t happy with their current title partner and is doing research before deciding on their next partner.

There are endless reasons why your Google Business Profile is an important piece of your business, but ultimately, it is because you are local, real estate is local, and Google business is local.

Optimizing your Google Business Profile isn’t just about enhancing visibility; it’s also a powerful tool for improving your SEO. Here’s how:

1. Consistent NAP: Ensure that your business name, address, and phone number (NAP) are consistent across all online platforms, including your Google Business Profile. Consistency reinforces your business’s credibility and improves its chances of ranking higher in local search results. You can check the health of your NAP status on websites such as Moz‘s free citation checker tool.
2. Keywords and Descriptions: Incorporate relevant keywords and detailed descriptions into your profile to improve its relevance to search queries related to your industry and location.
3. Quality Images: High-quality images showcasing your products, services, and premises not only make your profile visually appealing but also contribute to better search rankings. Profiles with 100+ photos rank higher. Consider incorporating closing photos, location photos, events, and key people on your team.
4. Regular Updates: Keep your profile updated with accurate information, including business hours, Q&As, and events. Fresh content signals to Google that your business is active and relevant, boosting its visibility. You can post CE and CLE classes, Happy Hours, Broker Open Houses, and Grand Openings as well.
5. The 5 R’s of Reviews Best Practices:
   • Rating: Aim for a high average rating by consistently delivering excellent products or services. Anything between a 4.4-4.9 is seen as ideal. People tend to be skeptical of a perfect 5.0 rating.
   • Recency: Encourage customers to leave recent reviews to demonstrate ongoing customer satisfaction.
   • Relevance: Respond to reviews promptly and professionally, addressing both positive feedback and constructive criticism.
   • Response: Show appreciation for positive reviews and address concerns raised in negative reviews with empathy and a commitment to improvement. My motto here is “acknowledge online, address offline”.
   • Radius: Encourage satisfied customers to leave reviews, expanding your business’s reach within your local community.

Implementing a Reviews Process. If you are actively contributing, editing, and posting on your Google Business Profile, you will see increased search opportunities and more phone calls…I guarantee it. I see the results daily with title agencies who are taking these steps to make their Google Business Profile a priority. My biggest suggestion is to implement a reviews process. This would look like:

1. Deciding how and when is a review collected. Is it requested through email, text, QR code, or other?
2. Who gets notification of a new review and who responds to that review?
3. What does the response need to include? How do you handle positive vs negative reviews?
4. After you get a new review, how can you leverage that for more exposure? Think social proof on your other sites – web and social media!

Need some help implementing a process? Your MyHome MTD Team is always here to help. Connect with us here!