Latest / The Local Marketing Podcast with Fexingo: Small Business, Google Maps, and Local SEO / How a Local Real Estate Agent Uses Google Maps for Listings
Transcript
- Lucas: You know, we've spent a lot of episodes on retail, services, food — but there's one local business category that's both everywhere and easy to overlook when it comes to Google Maps. Luna: Let me guess — real estate agents? Lucas: Exactly. Most people think of Zillow or Redfin when they think of house hunting online. But a real estate agent's Google Business Profile can be a surprisingly powerful lead tool at the neighborhood level. Luna: I've definitely used Google Maps to scope out open houses before, but I never thought of it as a core channel for agents. Lucas: And that's exactly why I wanted to look at a specific case — a solo agent in Boise, Idaho named Megan Torres. She's been in the game for about six years, and she's been using her Google Business Profile in a way that's pretty methodical. Luna: What's she doing differently? Lucas: So, she posts a Google Post every single time she lists a new property. You'd think that's obvious, but most agents don't do it consistently. She titles each post with the address and the words 'Just Listed,' then she adds three to five local keywords — things like 'Boise Foothills ranch' or 'downtown condo with parking.' Luna: And that helps with search? Like, someone searches 'Boise Foothills homes for sale' and her post pops up? Lucas: Right. Google indexes those posts, so they show up in local search results even if the user isn't searching for her specifically. But the real smart move is what she does with Q&A. Luna: The question and answer section on Google Maps? I feel like that's one of the most underused features. Lucas: Completely. Megan told me she sets a goal to answer every single question within two hours — even the ones that aren't about her listings. Someone asks 'Is this neighborhood safe?' she answers with data, not just opinion. 'What are the school ratings?' she links to GreatSchools. She's building authority without being pushy. Luna: That's smart because those Q&As are public. Anyone searching that area later sees her name and expertise. Lucas: Exactly. And it's not a huge time commitment either. She spends maybe ten minutes a day on Q&A. But the compounding effect is real. She has 87 reviews on her profile, a 4.9-star average, and she told me that roughly 20 percent of her listing leads come directly from Google Maps. Luna: That's significant. And those leads are probably higher intent too — someone looking at a map is already thinking about location. Lucas: Right. And she does something else that I thought was clever. When she has an open house, she creates a Google Post with the date and time, and she includes a call to action button — 'Get Directions.' That way, someone who's browsing on their phone can just tap and navigate there. Luna: I wonder how many of those turn into actual walk-ins. Lucas: She tracked it for three months. Out of 22 open houses where she posted on Google Maps, the average was 14 walk-ins per open house. Compare that to open houses where she didn't post — average was six. So more than double. Luna: That's a huge lift for zero ad spend. Lucas: Exactly. And I think the lesson here goes beyond real estate. Any local business that can answer questions authoritatively — whether it's a plumber or a dentist or a real estate agent — can use that Q&A section to establish trust before the first conversation. Luna: Yeah, that's the kind of thing that makes me think about how we could be doing more with our own profiles. Lucas: And speaking of doing more — if these marketing conversations have sparked something you've actually used in your business, a couple of dollars a month is genuinely what keeps these going. You can find us at buy me a coffee dot com slash fexingo. Luna: Yeah, it's a small thing that makes a big difference. No pressure, just if you've gotten value from the show. Lucas: Back to Megan — one other tactic she uses is responding to every review within 24 hours. Not just the five-star ones, but especially the three- and four-star reviews that might have a constructive note. Luna: What does she say to a three-star review that says 'Agent was knowledgeable but slow to respond'? Lucas: She addresses it directly. Something like, 'Thank you for your feedback. I've since updated my communication process to ensure faster response times. I'd love the chance to show you our latest listings.' She's not defensive, she's showing she listens. Luna: That probably helps future clients feel more confident reaching out. Lucas: And Google's algorithm rewards that engagement. Profiles with recent reviews and prompt responses rank higher in local search. It's a virtuous cycle. Luna: So for an agent listening right now, what's the one thing they should start doing tomorrow? Lucas: Post a 'Just Listed' Google Post for every new listing. Include the address, three local keywords, and a clear call to action like 'Schedule a Tour.' It takes five minutes, and the data shows it works. Luna: And if they're not a real estate agent, what's the takeaway? Lucas: Find the public questions your customers are asking — on Google Maps, on forums, on social media — and be the one who answers them consistently. That's how you become the go-to in your neighborhood. Luna: Alright, I'm going to look at my own Google Q&A right after this. Lucas: That's the spirit. And if you have a success story of your own, let us know — we might feature it in a future episode.