How Estate Agents Can Climb to the Top of Google Without Spending a Penny

In an industry as fiercely competitive as estate agency, being found first by homeowners looking to sell is a massive advantage. While we’ve already explored how paid ads can help shortcut your way to the top of Google, what if you could rise up the rankings organically—without spending a penny? The good news is, you can. And if you do it right, the long-term benefits will far outweigh any quick wins from PPC alone.

So, how do you get more property listings as an estate agent without paying for visibility? It all starts with understanding what platforms like Google are trying to achieve. Their mission is simple: to connect potential customers with strong, reputable, and active local businesses. Your job, therefore, is to show them that’s exactly what your agency is.

One of the most powerful, and underused, tools available to estate agents is the Google Business Profile—formerly known as Google My Business. Setting one up is your first step toward organic visibility. Simply search ‘set up Google Business Profile’ and follow the process. It takes around 30 minutes, though in some cases Google may post you a verification code, which can take a few days. Don’t worry—it’s standard, but do factor in the wait.

When setting up your profile, go all in. Fill in every possible detail—your website, contact information, office hours, service areas. The more complete your profile, the more favourably Google views your business. And remember, your listing is often the first impression potential clients have of you online. It should look polished, current, and compelling.

But don’t stop there. Setting up a profile is only the beginning. To truly win in the search results, you’ve got to layer in credibility. That starts with client reviews. While activity on your profile is crucial (more on that shortly), reviews remain a key factor in both trust and visibility. Nothing says “we’re great at what we do” quite like dozens of glowing five-star reviews.

If you’re asking yourself, “How can I get more property listings as an estate agent in the UK?”—this is it. Social proof is your shortcut to trust. It reassures potential sellers that others have used you, loved the service, and would happily recommend you. Even Google takes notice.

Get at least ten five-star reviews as quickly as you can. This not only builds trust but protects you from the dreaded one-star review scenario. Every agency will, at some point, deal with someone who’s not thrilled. It happens. What you don’t want is for that one rogue review to be the only one visible. A solid foundation of positive feedback will dilute the impact and keep your reputation intact.

A simple, effective method is to record a short video asking for reviews. Send it to past clients along with a direct link to your review page. Make it as easy as possible. This is a numbers game. Ask five people and maybe two or three will actually leave a review. So aim for twenty, and you’ll be off to a strong start.

But don’t treat this as a one-and-done job. Reviews should be a continuous part of your business process. Every successful transaction should end with a request for feedback. Make it a habit. Remind your team. Set up automated reminders. It’s a small action that delivers huge results over time.

Now that you’ve shown Google (and potential sellers) that you deliver a great customer experience, the next step is to prove that you’re active. Google doesn’t want to showcase stale listings or dormant businesses. It wants to highlight companies that are engaging regularly, keeping their profiles current, and updating content consistently.

You might think, “That sounds like a big commitment.” I promise you it’s not. In fact, staying active on your Google Business Profile will take you no more than three minutes a week. Seriously.

There are two main sections to focus on: the photo section and the updates section. Once a week, add a photo—maybe of a new instruction, a sold board going up, or your team out leafleting. Anything that reflects you being out there, doing the job. Then, post a quick update. It could be a market insight, a testimonial, or even just news about your business. Consistency here shows Google you’re alive and kicking, which boosts your ranking.

Set a recurring reminder. Every Monday, spend those three minutes uploading a photo and a post. Done. It’s one of the easiest ways to show Google—and potential clients—that you’re the go-to estate agent in your area.

So, why is this important? Because organic visibility doesn’t just help with free exposure. It supports every other part of your marketing too. If you’re running PPC campaigns, a strong Google Business Profile will improve your click-through rates and trustworthiness. If you’re building a social presence, it gives people a place to land when they search your name. And most importantly, it helps you stand out in a competitive market where many agents still overlook the basics.

At The Estate Agent Consultancy, we’ve helped countless estate agents implement these simple yet effective strategies and watched their instructions soar. One of our clients went from a blank Google Business Profile to generating three new listings in their first month of updates alone—without spending a single pound on ads.

If you’re serious about increasing your estate agency fees, winning more listings, and dominating your local market, then these steps aren’t optional—they’re essential. Make Google your ally. Give it what it wants: a credible, active, and loved local business. Do that, and you won’t just be on page one—you’ll stay there.

To wrap it up, getting found online doesn’t have to be expensive. By setting up and regularly maintaining your Google Business Profile, asking consistently for reviews, and posting weekly updates and photos, you’ll build a local presence that Google trusts and sellers love. This is your organic marketing foundation. It’s free, it’s powerful, and it works.

For more strategies on how to win instructions, charge higher estate agency fees, and sell more properties, explore the expert advice from Chris Webb at The Estate Agent Consultancy. You’ll find free guides, case studies, and consultation opportunities to help take your agency to the next level.

Now’s the time to own your local market—and we’re here to help you do it.