What Is Google My Business and How Can It Help You Sell Homes?
Google My Business sounds like it’s something that you should tell people to do, but it’s actually a valuable tool for businesses. It’s how Google learns about what your business is and does, and who you can best serve. The company will then use that knowledge to display information to people searching for home builders like you.
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Why Google My Business Is Important
When people search for specific companies or a general business in a particular area (like “builders in Edmonton”), Google typically lists at least three businesses it thinks are relevant to the person’s search.
It’s pulling this information from Google My Business, and you want your home building business to be one of those top results.
Most importantly, through Google My Business, you get to control the narrative about your business. You get to specifically state what kind of business you do, even using keywords that you think customers are searching for. This makes it easier for you to attract the kind of customer you want.
How You Can Optimize Google My Business
First, you need to make sure that you’re actually signed up to use it! Basically, you simply need to “claim” your business, and verify that it’s your business. There are a couple of ways to do this, and this guide from Hubspot goes into far more detail.
Once you have claimed your business and gone through the verification process, you can edit your profile to include specific information about your business.
This can include the types of homes you build and the communities you build in. Give visitors a complete idea of what you offer. Don’t forget to add things like your location and your business hours. Customers want to know how and when they can contact you.
Finally, be sure to include some pictures. These should highlight some of your best work! For instance, if people choose your business because you specialize in bungalows or townhomes, your profile should feature a gallery of pictures of that style of home.
If people come to you because of the high-end options you have, make sure you showcase pictures of different features, such as granite countertops or a beautiful fireplace with a stone surround.
Control the Narrative of Your Reviews
Once you’ve set up the basic profile for your business, you won’t need to spend a lot of time focusing on it. However, there are some things you should keep your eye on.
For instance, consistently check on the reviews you’re getting, and reply to them.
If the review is positive, thank them! If the review is negative, apologize and if possible, offer to make things right (at this point, take it offline). These responses tend to encourage others to leave reviews, and the way you address customer complaints will give others a good impression of your business.
How Google My Business Helps You Sell Homes
Google My Business alone probably isn’t going to directly help you sell homes. However, it does set the tone for your business, and it gets your site in the top search results.
It gives possible clients some basic information they need to decide whether or not they want to click through to your main website. It gives you a chance to highlight some of the features of your business.
Most importantly, though, it gives you a chance to stand out in your local area. As a home builder, this is particularly important. You want and need local people (or those who soon will be local) to find you.
When you have a solid Google My Business profile, Google is going to favour your business. You’re more likely to show up in the search results, and this drives more and more traffic to your site. That traffic turns into leads, and leads turn into customers. It’s an essential part of the content marketing process.
Something to Remember...
There’s one thing that you absolutely must know if you’re going to use Google My Business. It’s the fact that anyone can suggest edits to your page. If your profile is incomplete, a stranger can make suggestions of what to include in the profile. Sometimes, the suggestions they make automatically become a part of the profile without your approval.
If you want to control the message, you need to be certain that what you’re including in your profile is thorough. You don’t want anyone to suggest things that could harm your image. This is another reason why you should keep an eye on your profile.
Originally published July 28, 2020