1. Objective
This SOP defines how a Virtual Assistant (VA) manages the agent's Google Business Profile — keeping it complete, current, and active so the agent appears in local search results and accumulates reviews that build credibility with buyers and sellers who find them on Google.
When a buyer or seller searches "[City] real estate agent" or "[Agent Name] realtor" on Google, the Google Business Profile is often the first thing they see. A complete, recently active profile with a strong review count signals legitimacy and expertise. A sparse, outdated profile with no reviews signals that the agent may not be actively practicing or may not be in demand. The VA's job is to keep the profile working 24/7 without the agent having to think about it.
The standard: The profile is always accurate, always has recent posts, and reviews are responded to within 48 hours.
Where this SOP starts: Agent has (or needs) a Google Business Profile.
Where this SOP ends: This SOP has no end — it is an ongoing maintenance responsibility.Success looks like: A potential client searches the agent's name on Google and finds a complete, active, well-reviewed profile — every time, without exception.
2. Your Role & Boundaries
2a. What you handle independently
- Initial setup or audit of the Google Business Profile (if not yet complete)
- Monthly profile posts (2× minimum)
- Uploading new photos monthly
- Confirming all information is current and accurate
- Flagging any new reviews to the agent within 24 hours
- Drafting review responses for agent approval
- Monitoring the Q&A section and flagging questions to agent
2b. What requires agent approval before acting
- All review responses — agent approves before the VA posts any response, positive or negative
- All profile posts — same content approval process as all other marketing
- Any change to core profile information (business name, phone, website, category)
- Any response to a negative review — escalate to agent immediately; do not respond without agent guidance
- Any answer posted to the Q&A section
2c. What you never do
- You never negotiate on the agent's behalf under any circumstances.
- You never provide pricing, legal, or strategic opinions to any party.
- You never sign or initial any document on behalf of the agent, client, or any party.
- You never communicate directly with the other party's client.
- You never respond to a review — positive or negative — without agent approval.
- You never post inaccurate information in the profile (hours, address, services, or categories).
- You never delete or flag a negative review without agent instruction — Google has specific policies on review removal; escalate to agent.
Negative reviews: Escalate to the agent within 24 hours of discovery. Do not respond. Do not flag for removal without confirming with agent. A well-crafted professional response to a negative review can turn a liability into a demonstration of character.
3. Schedule & Trigger
Trigger (setup): Agent onboards and Google Business Profile either does not exist or has not been maintained.
Ongoing recurring:
- Weekly: Check for new reviews and Q&A questions — notify agent within 24 hours of any new review
- Monthly: Post 2× to the profile; upload at least 3 new photos; confirm all information is current
- Quarterly: Compile performance metrics report for agent
If you are unable to complete this task: Notify the agent at the start of your absence or as soon as possible. Flag any open or time-sensitive items. The agent will determine whether to delegate or defer. Never let a recurring deadline pass without flagging it to the agent in advance.
4. Initial Setup (If Profile Not Yet Complete)
Step 1: Claim the Profile
- Go to business.google.com
- Search for the agent's name and brokerage
- If the profile exists but is unclaimed: click "Claim this business" and follow Google's verification process
- If no profile exists: click "Add your business to Google" and create from scratch
Verification: Google typically verifies via postcard sent to the business address (takes 5–7 days), phone call, or video call. Confirm which method is available and coordinate with the agent to complete verification.
Do not proceed with full setup until verification is complete — unverified profiles have limited visibility.
Step 2: Complete All Fields
After verification, complete every available field:
| Field | What to Enter |
|---|---|
| Business name | Agent's professional name or team name — exactly as used in all marketing |
| Category | Real Estate Agent (primary) — add secondary categories if applicable: Real Estate Agency, Property Management (only if accurate) |
| Address / Service area | If the agent works from a physical office: enter the office address. If remote or brokerage-based: use "service area" only with the cities and counties the agent covers |
| Phone | Agent's direct professional phone number |
| Website | Agent's main website URL |
| Hours | Business hours — confirm with agent what they want listed |
| Description | 750-character description of the agent's practice — see description guidance below |
| Services | List the agent's specific services (Buyer Representation, Seller Representation, Investment Properties, etc.) |
| Attributes | Any applicable attributes (Women-owned, veteran-led, etc. — confirm with agent) |
Profile Description (750 characters)
Write a concise, brand-consistent description of the agent's practice:
- Who the agent serves (their niche per Brand Style Guide Creation & Maintenance)
- Their value proposition
- Geographic focus
- Years of experience and any notable credentials
Do not include: calls to action (Google prohibits these in descriptions), URLs, or promotional language ("best agent in the city").
Submit to agent for approval before publishing.
Step 3: Upload Photos
Initial photo set to upload:
| Photo Type | Notes |
|---|---|
| Profile photo | Professional headshot — same image used in all marketing |
| Cover photo | Professional brand image — team photo, office, or branded graphic |
| Recent listings (exterior shots) | 3–5 property photos from recent listings — demonstrates active market presence |
| Agent at work | At showings, open houses, with clients (with client permission only) |
| Team photo (if applicable) | If the agent works with a team |
All photos must be high-resolution (minimum 720×720 pixels). No watermarks. No text overlays on listing photos (not Google's preference).
5. Monthly Profile Posts
Post a minimum of 2× per month to the Google Business Profile. Posts appear in the "Updates" section of the profile and can appear in search results.
Post types available in Google Business Profile:
| Type | Use For |
|---|---|
| Update | General information — market updates, agent news, helpful tips |
| Event | Open houses (include date, time, address) |
| Offer | Not typically used in real estate — skip |
Monthly content calendar for Google posts:
Week 1: Just Listed or Just Sold post from a recent transaction
Week 2 or 3: Market update or helpful buyer/seller tip
Post format:
- 300 characters maximum (most effective — longer posts get cut off)
- One compelling photo or graphic
- A clear topic or hook
Post examples:
Just Listed: [Address] — [brief description, price]. [Agent Name] is taking showings now. Link in profile.
[City] market update: Homes selling in [X] days on average this month. Thinking about selling? [Agent Name] can tell you what your home is worth.
Submit all posts to agent for approval before publishing — same process as social media content.
6. Review Management
Review Request Process
After every closing, send a review request to the client per Post-Closing Client Follow-Up. The Google Business Profile review link should be the primary platform for review requests.
To get the direct review link:
1. Go to business.google.com → your profile
2. Click "Get more reviews"
3. Copy the direct link — send this link in review requests so clients go directly to the review form without searching
Monitoring New Reviews
Check for new reviews weekly. When a new review appears:
1. Notify the agent within 24 hours — forward the review text
2. Draft a response for agent approval
3. After agent approves, post the response
Response Templates
Positive review:
Thank you so much, [Reviewer Name]! It was an absolute pleasure working with you on [the purchase / the sale]. Your trust means everything, and we hope you love [your new home / the outcome]. Congratulations, and please reach out any time!
[Agent Name]
Neutral review (positive but brief, no specifics):
Thank you for the kind words, [Reviewer Name]! We truly appreciate you taking the time to share your experience. Wishing you all the best!
[Agent Name]
Negative review — do not post without agent guidance:
Flag to agent immediately. The agent decides whether to respond, how to respond, or whether to escalate to the broker. If the agent directs a response, it should be:
- Professional and calm in tone — never defensive
- Brief — acknowledge the concern, offer to connect offline
- Not disclosing client information or details
Example:
Thank you for sharing your experience, [Reviewer Name]. I'm sorry to hear this didn't meet your expectations. I'd welcome the opportunity to speak directly — please reach out at [phone/email] so we can discuss. [Agent Name]
Review Removal
Reviews can only be removed by Google in cases of policy violations (fake reviews, spam, inappropriate content). If a review appears to violate Google's policies:
1. Flag to agent before taking any action
2. Agent decides whether to flag the review for removal through Google's process
3. The VA does not flag reviews for removal without agent instruction
7. Q&A Section
Any Google user can post a question on the Google Business Profile, and any user (including the business) can answer. Monitor this section weekly.
If a question appears:
1. Notify the agent within 24 hours — forward the question text
2. Draft an answer for agent approval (factual, on-brand, no pricing or legal opinions)
3. After agent approves, post the answer from the business account
Questions left unanswered can be answered by other users — which may result in inaccurate information appearing publicly. Monitor actively.
8. Monthly Photo Upload
Upload at least 3 new photos each month to keep the profile visually fresh:
- Exterior shot from a recent listing
- Open house or showing moment (with any visible client permission confirmed)
- Seasonal or community photo
Do not repost the same photos repeatedly. Google rewards fresh content.
9. Quarterly Performance Report
Compile from the Google Business Profile dashboard (Insights section):
Google Business Profile — Q[X] [Year] Performance Report
Profile views: [X] (searches + maps views)
Direct searches (agent name): [X]
Discovery searches (category/topic): [X]
Website clicks: [X]
Phone calls: [X]
Direction requests: [X]
Review count (total): [X]
New reviews this quarter: [X]
Average rating: [X.X] / 5
Notes: [Any notable trends — review spike after a campaign, traffic increase from a post, etc.]
File the report in Marketing / Google Business Profile / Quarterly Reports.
10. Checklist
Initial Setup
- ☐ Profile claimed and verified
- ☐ All fields completed (name, category, service area, phone, website, hours)
- ☐ Profile description drafted and agent-approved
- ☐ Initial photo set uploaded (headshot, cover, listings, team)
Monthly Ongoing
- ☐ Profile posts: 2× per month — agent-approved before posting
- ☐ New photos uploaded (3 minimum)
- ☐ All profile information confirmed current (hours, phone, website)
Weekly
- ☐ New reviews checked — agent notified within 24 hours of any new review
- ☐ Review response drafted and submitted to agent for approval
- ☐ Q&A section checked — new questions flagged to agent
Quarterly
- ☐ Performance report compiled and sent to agent
11. Tools & Access
| Item | Details |
|---|---|
| Google Business Profile | business.google.com — confirm agent has account or set up from scratch |
| Google account access | Agent grants VA access as a manager — do not use agent's personal Google login |
| Direct review link | From Google Business Profile "Get more reviews" — use in all review requests |
| Canva | For any branded graphics used in posts |
| Performance reports | Google Business Profile Insights dashboard |