Google My Business – A simple tool that delivers real benefits for letting agents

Industry Insight August 5th, 2019
Google My Business – A simple tool that delivers real benefits for letting agents

If you’ve ever undertaken a Google search for a local business by its brand name, rather than by its full web address, the chances are you’ve used Google My Business (GMB). 

When you search in this way – and after the first couple of paid for search returns – a large information panel, including an area map, comes up. This is Google My Business in action. It generates this panel, which is usually referred to as a ‘Knowledge Pack.’

In this knowledge pack you’ll see the local business you searched for plus a few competitors, including contact numbers, opening hours, links to websites and directions to their offices.

What is Google My Business?

GMB is a free and easy-to-use tool for businesses like letting agents. It can help you to manage your online presence across Google, including Search and Maps. It’s especially useful for the any business which typically has single or multiple offices.

google-my-business-image

The Proven Power of GMB in Practice

In a recent case study, a GMB profile was set up for a sales and letting agency in the South East.

The client’s contact information was kept up to date and regular fresh content was also posted to their profile. This included new homes to let, event information, 30-second property video tours and updated photographs of offices and staff.

Then tracking was set up to monitor progress.

Results

The results measured over a year were impressive, they included:

Calls received by the agents using the ‘call’ icon on their mobile site increased,

Tracked visits to their website from the ‘Knowledge Pack’ increased by 130% over a comparable two-month period,

Their prominence in search engine results increased for their set keywords.

The average time visitors spent on their website via their GMB, compared to typical organic visitors, increased by almost 22%.

The most impressive benefit delivered by this agent’s GMB profile was the rise in the leads they’ve generated. In first six months of 2019, leads via their website (excluding phone calls) accounted for just over 13% of ALL leads they gained.

These were leads that did not exist a year before!

What Can GMB do for Your Business?

Google My Business enables letting agents to:

Manage, verify and edit your business information (such as office addresses and opening hours) so customers can find you and learn something of your story.

Read and respond to reviews from your customers and much more to show off what you do, like promoting new properties, or showcasing new recruits or newly opened branches.

Learn valuable insights on how customers searched for your business, where from and how many called you directly from the phone number displayed on your search results.

Three Important Things to Remember About GMB

You only get the right results out if you put the necessary work in. Invest time and effort into building a strong GMB profile, then work to keep it fresh. So, for example, as a letting agent you should use GMB as a new channel to showcase the properties you have to let, as soon as they come onto the market.

Your potential customers finding you via GMB are heavily influenced by those customer reviews. So ask your customers to review your service and make it as easy for them to do so. What’s more, respond to every review you receive.

A Google My Business profile should be a key component of your SEO (Search Engine Optimisation) strategy. The two work in synergy to improve your organic search rankings and, therefore, your lead generation and sales.

How to Set up and Optimise Your GMB Profile

It’s quick and easy to organise your GMB profile and then get it working to maximise the results it delivers for your business.

You can find out more here about the process.

However, if you don’t have the time to set up and manage your GMB profile, we know of experts that can help, so please get in touch.


Written by Kevin Williams

Co-Founder of digital marketing company Servon Design,

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