How to Rank Higher on Google and Win More Property Listings as an Estate Agent in the UK

If you’ve ever wondered how to get more property listings as an estate agent in the UK without constantly relying on paid advertising, you’re not alone. Estate agents across the country are asking: How can I appear higher on Google without spending a fortune? How do I increase my online visibility and get more instructions organically? The answer lies in how effectively you manage and optimise your online presence—specifically your Google Business Profile.

Search engines like Google exist to connect users with the most trustworthy and relevant local businesses. For estate agents, this means that if you want to show up when homeowners search for someone to sell their property, Google needs to see you as an active, reputable, and highly rated local service. That’s the difference between appearing in the top map pack and being buried below your competitors.

The first essential step is setting up a Google Business Profile (formerly known as Google My Business). It’s free, easy, and potentially one of the most valuable digital tools in your agency’s marketing arsenal. Simply search “set up Google Business Profile” and follow the prompts. The setup takes less than 30 minutes in most cases, although Google may send a verification code by post to confirm your location—this can take a few days but is well worth the wait.

When setting up your profile, include every detail possible: agency name, website, phone number, operating hours, email, service areas, and anything else Google asks for. The more complete your profile, the more credibility it earns. A robust listing shows both Google and potential clients that you’re active, responsive, and trustworthy.

But don’t stop there. Creating the profile is just step one. To make a real impact in search rankings—and win more listings—you need to layer on activity and credibility. This is where most agents fall short.

Let’s talk about reviews. Five-star Google reviews aren’t just vanity metrics—they’re digital trust signals that influence both your ranking and your conversion rate. Homeowners searching for an estate agent often look at reviews first. If you’ve got 20 glowing reviews and your competitors have two (or worse, none), guess who’s getting the instruction?

But reviews aren’t just about volume—they’re about timing and consistency. One of the biggest mistakes new agencies make is launching their profile and waiting for reviews to roll in. That leaves you vulnerable. Imagine your first review is a one-star rating—whether it’s a confused user, a competitor, or a genuine mistake. Without positive reviews already in place, that single low score can linger and hurt your visibility for months.

The solution? Be proactive. Reach out to past and present clients and make it incredibly easy for them to leave a review. Send them your direct Google review link. Better yet, record a quick personalised video asking for their feedback—it adds a human touch and improves your chances of getting a response. This is a numbers game. If you ask 10 clients, expect maybe five to leave a review. So aim high and ask frequently.

Once you’ve secured your first ten 5-star reviews, keep going. Don’t view this as a one-time task. A steady stream of recent reviews tells Google you’re active, growing, and delivering value. It also reassures potential sellers who are checking you out that you’re consistently performing well.

Now let’s address something agents often overlook: weekly content updates. Google rewards businesses that stay active on its platform. Luckily, this doesn’t mean writing blogs or filming YouTube videos—though those help too. All you need is three minutes a week.

There are two key areas to focus on in your Google Business Profile: the photo section and the updates section. At least once a week, upload something fresh. It could be a photo of a new instruction, a sale agreed sign going up, a team member at a valuation, or even a behind-the-scenes shot of your agency in action. Anything that shows activity and momentum works.

In the updates section, post short snippets—maybe a sentence or two—about what’s going on. “Just listed a three-bed semi on Elm Street – hit the market this morning.” or “Our new For Sale boards arrived today—spot them in town!” These micro-updates show Google that you’re engaged and present in your community, and that activity feeds directly into your organic visibility.

According to Jack Holman from Agent Extra, a digital marketing specialist for estate agents: “Your Google Business Profile is one of the most underutilised tools in the industry. Agents spend thousands on ads but forget that the map pack is where sellers look first. Consistent reviews and weekly updates give you a long-term SEO advantage that money can’t buy.”

When estate agents ask how to increase their market share and win more instructions, it often comes down to visibility and trust. This strategy delivers both. It complements any paid advertising you run, strengthens your local reputation, and—crucially—costs nothing but a few minutes a week.

This is how estate agents can stand out in a competitive market: by building local authority online, generating consistent social proof, and showing Google that you’re not just another agency—you’re the agency to call.

To see how this strategy works in practice, check out our success stories and free resources on The Estate Agent Consultancy website, where we help agents charge more, win more listings, and dominate their patch without relying on Rightmove or race-to-the-bottom fees.

Conclusion: If you’re serious about winning more instructions and growing your agency, don’t ignore your Google Business Profile. It’s not just a listing—it’s a living, breathing part of your brand. Get it set up, optimise it fully, build reviews consistently, and stay active every week. The results can be transformative.

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