The KLIX blogGoogle My Business
Google profile: the fields estate agencies leave empty
On the agency Google profiles we take over, the name, address and phone number are almost always there. The rest, much less so. Yet that rest is what helps Google understand your business.
By Laura, Sales Director & Customer Success 4 min read
Google ranks profiles on three criteria: relevance, distance and prominence. Distance is out of your hands. Relevance is not: it rests on what your profile says about your business. Source: Google Business Profile Help, retrieved 31 October 2026.
When we take over an agency's profile, we follow a list of steps, always in the same order. For a client with two branches, that list has 21 steps per profile. Here are the ones that most often reveal an empty field.
The fields most often left empty
- Secondary categories. The primary category is “Real estate agency”; secondary categories state what else you do, such as property management.
- Services. Each service offered, from valuation to management, deserves a line and a short description.
- The description. A few sentences on what the agency does and in which municipalities, without a list of keywords.
- The booking link. It can lead straight to your valuation page instead of staying empty.
- Photos. Front, window, team: they help a seller recognise the agency when they arrive.
- Special opening hours. Bank holidays and closures stop a seller from finding the door shut.
A detail that changes the measurement
We add a tracking tag to every link on the profile, to the website or to the booking page. It shows in your analytics how many visits and enquiries really come from the profile, branch by branch. Without it, those visits blend into the rest of the traffic.
Reviews, continuously
Google says it itself: more reviews and positive ratings can help local ranking. Ask for a review after every sale or letting, when the client is satisfied, and reply to each one, including the shortest.
These settings, their measurement and their monthly follow-up make up our Google My Business service.
The mistakes we correct most often
- An address or phone number different from the website's.
- Two profiles for the same agency, created years apart.
- A “Website” link that leads to the home page instead of the branch page.
- Stock photos instead of real photos of the agency.
A duplicate profile splits reviews and visibility across two profiles instead of concentrating them on one. During an analysis in October 2026, we found one at a Brussels service business, under a variant of its name. That kind of duplicate is resolved with Google, with evidence.
Finally, a profile is never finished. Google regularly adds options, and members of the public can suggest edits: opening hours, an address, sometimes a category. Those changes can go live without the agency noticing. A monthly review of the published profile, from a browser where you are not signed in, catches them before they cost you calls.
What a client says
« Merci à Klix Digital pour m’avoir aidée avec ma fiche Google Business ainsi que le référencement de mon site web. Je recommande fortement !! » (Translated from French: “Thank you to Klix Digital for helping me with my Google Business Profile and my website's SEO. Highly recommended!!”)
What to remember
- A profile's relevance depends on what it says about your business.
- Categories, services, description and booking link are often empty.
- A tracking tag on every link measures what the profile brings in.
- Reviews are requested continuously, not in campaigns.
Want to know what is missing from your profile? We review it field by field. Request a free audit or get in touch.
