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Local SEO for estate agents: win more instructions

Vendors and landlords choose an agent the same way everyone chooses a local business now — a Google search and a look at the reviews. Here's how to win more instructions from it.

Updated 7 min read

Short answer

To win more instructions from Google, set your primary category to “Real estate agency”, add “Letting agency” if you do lettings, gather genuine reviews from vendors and landlords, and make your local area expertise obvious throughout your profile. Choosing an agent is a trust decision — the visibly local, well-reviewed branch gets the call.

Deciding who to sell or let a property through is one of the biggest local decisions a person makes — and it increasingly starts with a Google search for agents in the area. Your Business Profile is your shop window for exactly those high-value enquiries.

Categories for sales and lettings

  • Primary: “Real estate agency”.
  • Secondary (as they apply):“Letting agency”, “Property management company”, “Commercial real estate agency”.

If you run multiple branches, each needs its own verified profile at its real address — don't try to cover several areas from one listing.

Reviews win instructions

Vendors and landlords read reviews to judge two things: will you get the deal done, and will you communicate? Ask happy clients for a review at completion or move-in, when they're most pleased. Reviews that mention your local knowledge and responsiveness are gold — see how to get more Google reviews.

Be visibly the local expert

Local knowledge is your edge, so make it obvious: describe the areas you cover, keep your branch details accurate, and reply to reviews in a way that shows you know the patch. When a vendor compares two agents, the one who reads as the genuine local specialist wins.

The fundamentals still decide it

Categories, completeness, reviews and consistency are what lift you in the local results — the same levers in how to rank higher on Google Maps.

Check your branch profile free

A free MyBizRanked audit shows how your branch looks to local vendors and landlords, and the fixes that win more instructions.

Frequently asked questions

Use 'Real estate agency' as your primary category. If you also let and manage property, add 'Letting agency' and 'Property management company' as secondary categories so you match both sales and lettings searches.

See how your business really looks — free

Run a free MyBizRanked audit and get your Google Business Profile score, the top problems, and whether AI assistants recommend you. No account, no card.

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