For a real estate office or sales center, get seven Google Business Profile fields right first: official name, primary category, address or service area, hours, description, photos and booking link, then keep reviews coming. When people search Google Maps for an agent nearby, or ask AI where a project's sales center is and when it opens, the Business Profile is mostly what gets read. If it's incomplete or doesn't match your website, people may make a wasted trip and AI may get it wrong. Below, each field: how to fill it in and where people usually go wrong.
1. How to fill in the seven fields
| Field | How to fill it in | Common mistake |
|---|---|---|
| Name | The official name on your signage, the same as on your website | Stuffing keywords like home-buying experts into the name |
| Primary category | The one closest to your business; brokerages, developers and property managers each have different categories | A category that's too broad or doesn't match the business |
| Address or service area | Your address if you have a storefront, plus the areas you serve | An address that differs from your website |
| Hours | Accurate hours, with weekends and special hours set separately | Sales center hours changed but not updated |
| Description | A sentence or two on who you are, which areas you serve and which kinds of property you know, with the brokerage's name visible | Superlatives, prices or market trends |
| Photos | Storefront, entrance and team; listing photos that match the facts | Images unrelated to the property |
| Booking link | Your website's booking page or LINE | A link to a page that's been taken down |
Beyond these seven fields, list your services clearly too, such as buying, selling, renting and property management, each with a sentence on how you handle it. People comparing offices on the map can see what you do, and AI has something to read when answering questions like whether an agent nearby handles property management.
2. Don't stuff keywords into the name
Adding phrases like buy and sell homes or professional team after your name may look like a way to be found more, but it breaks Google's rules, and in serious cases the profile can be renamed or suspended. Use the official name on your signage. To tell people what you know best, use the description and services.
3. Looking after reviews
- After handover or a signed lease, ask the client for a review; including the review link makes it easier
- Reply to every review: thank people for positive ones, and explain how you'll handle negative ones
- Don't reveal clients' personal details or transaction details in replies
- Don't offer gifts or favors in exchange for reviews; it breaks Google's rules
4. Multiple offices and sales centers
With several franchise or company-owned offices, each office gets its own Business Profile, named with the official name on that office's signage in a consistent format, so Google and AI can tell them apart. A presale sales center is usually open only for a period, so update the profile as soon as hours change; when the sales center closes, update the profile or mark it as closed so nobody makes a wasted trip.
| What to check | What good looks like |
|---|---|
| Office name | Identical on the website, Business Profile and other sites |
| Booking button | Goes to this office's or this project's booking page |
| Hours | Match the real opening hours, changed the same day they change |
| Brokerage's name | Visible in the description and on the website |
5. How to tell whether the clean-up made a difference
Record where you stand first: search Google Maps for agents or projects in your service area and see whether you appear, then ask ChatGPT, Gemini, Perplexity, Google AI Overviews and Claude a fixed set of local questions. A few weeks after the clean-up, ask the same questions again and look at the calls, direction requests and bookings your Business Profile brings in. Record no change as no change, then go back and see which fields are still incomplete.
The short version
For a real estate office or sales center, name the profile as on your signage, keep the details factual, make sure bookings come back to you and keep reviews coming, so nearby people and AI have accurate information to read.
Frequently asked questions
- Should the Business Profile match the website?
- Yes. Your name, address, phone number and hours should be identical on the website, Business Profile and other sites, so Google and AI don't treat you as different places.
- Isn't it easier to be found with an area or service in the name?
- That breaks Google's rules, and in serious cases the profile can be renamed or suspended. Use the name on your signage, and put areas and services in the description and services.
- Can I delete negative reviews?
- You can't delete a customer's review yourself. A better approach is to reply politely and explain how you'll handle it; if a review clearly breaks Google's rules, you can report it to Google.
- How long before I see a difference?
- Usually a few weeks. We check again with the same questions and look at the calls and bookings your Business Profile brings in; no change gets recorded as no change.