If you’re a real estate company with a Google Local Services Ads account, you might be tired of not seeing the amount of leads you were hoping for. You might be frustrated hearing other companies in your area getting handed hundreds of LSA leads each month on a silver platter, while you’re lucky if you even get 1 or 2 leads in a month!
It’s so darn frustrating! The good news is that you aren’t alone.
Now, imagine looking at your LSA dashboard and seeing more leads than you can handle, at a cost per lead that you CAN handle!
Here’s a step-by-step guide for managing your Google Local Services Ads (LSA) and Google Business Profile (GBP) for your real estate company, including specific adjustments for the unique elements like headshots:
1. Optimize for “Real Estate Service Near Me” Searches:
- Ensure proper category setup: Your LSA and GBP should be categorized under “Real Estate Agents” or similar relevant categories.
- Include keywords in review replies: When responding to reviews, naturally include phrases like “real estate agent near me” to help boost your local SEO.
- Accurate service areas: Clearly define the areas where you provide real estate services, and make sure to exclude areas where you don’t work to avoid irrelevant leads.
2. Weekly GBP Updates:
- Post weekly updates: Highlight recent property sales, new listings, market trends, or client testimonials.
- Use real estate-related keywords such as “home buying,” “property sale,” or “luxury real estate” to improve local relevance.
3. Reply to All Reviews:
- Respond to every review: Express gratitude for positive reviews and provide helpful responses to any concerns raised in negative ones.
- Use service-related keywords in your replies to help your profile appear in local searches related to real estate.
4. Adding Headshots and Photos:
- Add headshots to the LSA dashboard: For real estate LSAs, professional headshots are required. Make sure all agents have their headshots uploaded with high-quality images.
- Team photos: In addition to headshots, add team photos to your GBP showing your agents in action.
- Property images: Regularly upload pictures of completed sales, new property listings, and other property-related visuals to your GBP.
5. Lead Management:
- Clear the “New,” “Active,” and “Booked” tabs regularly: Mark leads as “completed” or “archived” as soon as they’ve been addressed. This ensures smooth lead flow.
- Review leads daily to maintain a clean lead pipeline and encourage Google to send you more inquiries.
6. Insurance Verification:
- Check insurance status regularly: Make sure your insurance details are up-to-date to avoid any disruptions in your LSA performance. Set calendar reminders to check insurance every 30 days.
7. Service Areas and Exclusion List:
- Outline service areas: Clearly mark all the areas where you offer real estate services, including specific neighborhoods, cities, or regions.
- Exclude irrelevant areas where you don’t work to avoid attracting unqualified leads.
8. Policy Manager Tab:
- Monitor for policy violations: Check the “Policy Manager” tab on a weekly basis to ensure there are no issues or violations that could result in your account being suspended.
9. Budget Management:
- Set to ‘Automated Bidding (maximize leads)’: This allows Google to optimize your ad spend to maximize the number of leads.
- Adjust budget weekly: Set the budget to three times the previous week’s spend to ensure you’re maximizing lead flow without overspending.
10. Business Bio and Details:
- Select enticing bio options like “Free consultation” or “100% financing” to make your profile stand out.
- Ensure correct phone number and website are listed in both your LSA and GBP profiles to avoid missed inquiries.
11. Business Hours or Ad Schedule:
- Align business hours with phone answering availability: Ensure that the hours listed reflect when you or your team can answer calls. If necessary, set a custom ad schedule that aligns with your availability to respond to leads.
Regular Monitoring:
- Weekly Review Checklist:
- Post GBP updates (new listings, client stories).
- Respond to all reviews.
- Ensure all headshots are high-quality and updated.
- Upload fresh property photos.
- Mark leads as completed or archived.
- Review insurance status.
- Update service areas and exclusions as needed.
- Monitor the Policy Manager tab for violations.
- Adjust budget based on the previous week’s spend.
This guide will help ensure that your real estate company’s LSA and GBP are fully optimized for visibility, credibility, and lead generation while keeping all relevant elements up to date.
If this all sounds like too much, you might want to find a digital marketing agency that offers Google Local Services Ads Management– or…
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