How to Rank in the Google Map Pack as a Real Estate Agent: Relevance, Distance, Prominence

The short answer

How to rank in the Google map pack as a real estate agent: Google says local results come mainly from three things: relevance, distance and prominence. You can't move distance. You can move relevance with a complete, accurate profile, and prominence with reviews and being known around town. Google also says you can't pay for better local ranking.

There are a lot of ranking-factor lists out there. I'd rather start with the one page Google actually wrote. This page explains those three factors in plain words. For the hands-on checklist, see how to rank on Google Maps.

What Google actually says

Google's help page, "Tips to improve your local ranking on Google," defines the three factors:

• Relevance: "how well a Business Profile matches what someone is searching for."
• Distance: "how far each business is from the customer who's searching."
• Prominence: "how well-known a business is."

It adds that "more reviews and positive ratings can help your business's local ranking." And it says, flat out, "There's no way to request or pay for a better local ranking on Google." Anyone selling you a promised map spot is selling something Google says doesn't exist.

Step by step: how to rank in the Google map pack as a real estate agent

Here's how I work the three factors, in the order that pays off.

1. Verify first. Google's tips start here. Verification tells Google you're authorized to represent the business, so it's more likely to show up. Nothing else matters until this is done.
2. Make relevance obvious. Pick the category that matches what you are. Fill in every section. Write a description in plain words that says what you do and where. Google's tip is to keep your business info complete and current.
3. Keep it current. Hours, phone, website, service areas. Wrong info hurts the searcher and hurts trust. Update it the same day something changes.
4. Build prominence with reviews. Ask every closed client. Reply to every review, which Google lists as its own tip. Here's the system: how to get more Google reviews.
5. Add real photos and videos. Google lists this as a tip too. You, your signs, your open houses, the neighborhoods you work. Not stock photos.
6. Be known off Google. Google describes prominence as how well-known a business is. Local press, community sponsorships, your brokerage roster, directories, your own website. The more consistent places that mention you, the clearer the picture.
7. Accept distance and plan around it. A buyer searching from across the metro will see agents closer to them. Your website and city pages cover the ground your pin can't.
8. Measure from the right spot. Check results from where your clients search, not just your office chair.

The three factors at a glance

One honest note: Google doesn't publish how it weighs these against each other. Anyone giving you exact percentages is guessing.

What doesn't help (and can hurt)

• Keywords in your business name. Google's guidelines say the name should be your real-world name, the one on your cards and website. Adding "Homes for Sale Denver" is against the rules.
• A fake address closer to downtown. Virtual offices and mailboxes aren't eligible, per Google's guidelines. That can get a profile suspended.
• Extra profiles for each specialty. Google says a practitioner shouldn't have multiple profiles to cover specializations.

How to explain it to your client

Sellers sometimes ask, "How come you don't show up first on Maps?" Give them the straight answer.

Watch-outs

• Don't promise placement. Not to clients, not to your team. Google decides.
• Don't chase "ranking factor" rumors. Start with what Google wrote. Most rumors waste time.
• Don't gate reviews. Ask everyone, not just the clients you think will give five stars.
• Don't move your pin. Changing your address to look closer to a busy area can break eligibility.
• Don't ignore the website. Your profile links to it. A thin site doesn't help anyone who clicks.

Sources

• Tips to improve your local ranking on Google, Google Business Profile Help
• Guidelines for representing your business on Google, Google Business Profile Help

Keep going

• How to rank on Google Maps as a real estate agent
• How to get more Google reviews
• Google Business Profile posts in 10 minutes a week
• Why your business isn't showing up on Google Maps
• Want it done for you? Google Maps Tune-Up sets up and runs your Google Business Profile, working the relevance and prominence pieces Google says you can control.

This is training for real estate agents. It isn't legal, tax or lending advice. Check with your managing broker.

Frog tip: With an FHA buyer on a HUD home, email the lender the day the bid is accepted and ask for the FHA case number transfer right away. Late transfers cause paid extensions. Learn more →

Questions

What are the Google map pack ranking factors?

Google names three main ones: relevance, distance and prominence. Its help page explains each and gives tips for the ones you can influence.

Do reviews help a realtor rank on Google Maps?

Google says more reviews and positive ratings can help your local ranking. Replying to reviews is also on Google's own tip list.

Can I pay Google to be in the map pack?

Not in the free results. Google says there's no way to request or pay for a better local ranking. Ads are a separate, labeled product.

Why do I rank in one part of town and not another?

Distance. Google considers how far you are from the person searching, so results change depending on where they are.

Does adding my city to my business name help?

Don't do it. Google's guidelines say to use your real-world business name. Extra words can get the profile flagged.

Brian Lee Burke is the founder of PadLeaders, a Colorado real estate broker licensed since 2003, team leader of The Kenna Group at Keller Williams DTC (formerly Kenna Real Estate Group) and the author of Mastering Real Estate and The Real Estate Playbook. More about Brian.